Sunday, March 7, 2010

Napster Case Study: The New Napster changes the music marketing mix

Marketing Mix

  • Product

  1. Product- Legal Music Downloads with the following benefits:

  2. Music Downloads (Legal rights to 500,000 songs)

  3. CD Burning

  4. View Music Videos

  5. Access Billboard Chart Information

  6. Synchronize music to other devices

  7. Message Boards

  8. Detailed Artist and Album information

  9. Parental Controls

  • Price

  1. $.0.99/ song

  2. $9.95/ album

  3. Premium Service $9.95 (includes all products above)

  • Promotion

  1. Promote through partnerships with Microsoft, Gateway, Yahoo and Samsung

  2. Partnerships with XM Satellite Radio, Tower Records in Japan, a marketing agreement with BellSouth Corp. of Atlanta

  3. Possible partnership to rollout with cell phones on LM Ericsson of Stockholm

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