MARKETING

BRIEF
Lecturer: Beki Phantskava

Student: Nino Kvaratskhelia

2021
PROJECT

Spotify has millions of tunes and episodes to choose from. So whether you're driving, working
out, partying, or relaxing, you'll always have the ideal music or podcast at your fingertips.
Choose what you want to hear or let Spotify do the work for you.

MISSION STATEMENT

Spotify's goal statement is described as follows in a 2011 blog post by Andrew Webb of Social
Web Q & A: "Millions of tracks, any time you like. Just search for it in Spotify, then play it. Just
help yourself to whatever you want, whenever you want it". This information is no longer
available on Spotify.com. On the organization's website, there is no stated mission statement.

It's worth noting, though, that when you visit Spotify.com, the first text you see is "Listening is
everything". This might be considered as the current mission statement of the company.

AUDIENCE WE ARE TRYING TO REACH

User types, time spent listening to music, and platform utilized to listen to music are all used to
categorize potential Spotify consumers. This classification is for Spotify's paid subscription
music content. Music listeners who own specific devices and are interested in streaming music
and a subscription service make up the target market. particular devices that are Interested in
streaming music and are interested in a subscription service. The company adds value to these
clients by offering a free, ad-supported version of the streaming service as well as the
opportunity to subscribe to the service without advertisements.

The main target is:

 College-aged students-individuals from 18-24 years old

 High school-aged students-individuals from 13-17 years of age
 Commuters
 Musicians
BACKGROUND STORY

Spotify is a music streaming service that offers DRM-protected content from record labels such
as Sony, EMI, Warner Music Group, and Universal. The company's main product is a
subscription service that allows users to stream DRM-protected music over the Internet. Spotify
was started in 2008 by a Swedish startup business. Entrepreneurs Daniel Ek and Martin
Lorentzon formed the group. Spotify is incorporated in Luxembourg and is privately funded by
its owners. (Spotify, Inc.) Spotify's music streaming service is currently available on a range of
digital platforms, including the web and Spotify's own music player software, and it has 40
million active users. Spotify's main offering is a service. The service is available as a free or paid
subscription that allows users to stream DRM-protected music and video over the Internet using
computers and other Wi-Fi capable devices. Spotify caters to a B2C audience by offering both
free and paid content to customers via e-commerce.

CURRENT PROBLEM

 Potential users are turned off by the high monthly fees for Premium and Unlimited
services, as well as the adverts on the free version, which discourages long-term use.
 The Android and Windows versions of the program are prone to crashes, malware, and
slow streaming speeds.
 Spotify is vulnerable to security breaches, posing a significant risk to users' personal
information stored in the service.

CURRENT OPPORTUNITY

Spotify's social media presence among its younger demographic can be expanded. Discounts,
marketing, and artistic expression can all impact college students, who are a very persuasive
demographic. They could also be aspiring musicians who see Spotify as a feasible distribution
tool.

MAIN COMPETITORS / THEIR STORY

Spotify's competitors vary by country, but Apple Music is the most significant industry
competitor internationally.

Apple Music is an Apple Inc. music and video streaming service. Users can either choose music
to stream on-demand to their smartphone or listen to existing playlists. At Apple's conference,
the news was made as part of the company's famous "one more thing..." surprise. Apple Music
was introduced in 100 countries on June 30, 2015. New customers get a three-month free trial
subscription, after which they must pay a monthly cost. With the iOS 8.4 version, the service
emerged as an enhanced Music app. Support for Apple TV and Android devices was slated for a
"fall" 2015 release.
THE CORE SELLING MESSAGE

As a streaming platform, Spotify is committed to providing service to everyone who needs it,
regardless of the taste in music or who they are.

Spotify’s core selling message is “Let the song play” and it speaks to their target audience and
lets them know that they have something for everyone – from commuters to musicians.

COMMUNICATION CHANNELS

 Billboards
 Events
 Blogs
 Social Media
 Podcasts
 Moblie
 Word of mouth
 Video

AGENCY ASSIGNMENT

 Ads and Banners Featuring Artists

Each week, a musician that deserves credit based on their music will be featured on Spotify's
main home page, Spotify's website landing page, and additional Spotify application windows.
Artists from all genres will be featured, and their music will be shared using the hashtag "Now
Playing." The advertising will include a photo of the band or individual, a short description of
their music genre or critical appreciation, and Spotify's logo with the aforementioned hash tag.
These advertising will also appear in magazines such as Rolling Stones and The New Yorker as
sponsored content on popular music blogs, independent college blogs, and newspapers.

 Events as press conference and Interviews / eature stories

There will be a news conference with Spotify representatives and music artists who have profited
from Spotify's services. Journalists and media outlets will have the opportunity to ask questions
on why we need to combat piracy, why it's such a major problem, and what role Spotify plays in
it. Obtaining direct responses from Spotify will eliminate uncertainty and miscommunication
between the press, the firm, and users.

Music journalists will be contacted to conduct interviews with and write feature stories about the
musicians Spotify will be supporting. Spotify will be able to emotionally engage its consumers
by involving actual tales and individuals
  Blog posts

Users will be encouraged to comment or write about the selected artists on Spotify's personal
blog. The blog will also include articles regarding Spotify's efforts to tackle music piracy.