Case Study
The new Napster changes the music marketing mix
Analysis:-
v This case study is about Nepster online strategies regarding online marketing ideas and widely used its service for “free peer to peer (P2P)” music sharing.
v It was created in 1998 – 1999 by the young boy named Shawn Fanning.
v He was the student of
v It has direct competition with Apple’s iTunes and provides music subscription service.
v It is not pure P2P it also have instant messaging (IM) works
v Server’s major competitor is RIAA (Recording industry Association of America)
v Some singer launched their songs on Napster but most of singer like Madonna and Eminess by posting some vulgar comments
v It become legal after purchasing by German Media Company named Bertelsmann AG purchased assets of $ 8 billion as part of chapter 11 become bankrupt in US.
v Its objective is “leading global provider of consumer digital music service”
v Its distribution is done by this web site is www.napster.com
v Napster Radio based around songs by particular artists
v Napster Radion play lists based on the songs you have downloaded
v Swapping play lists and recommendations with other usersAfter that Napater brand parched by Roxio, it want to rebred their press play services
v According to BBC (2005) global music market is worth of $ 33 billion and online music capture the share of profit is 5%
v It has many computations and with that it used many strategies to compete
v It has employee power on 31 March 2005 were 135 employees .
v Its marketing strategies based on SOSTAC frame work in that S = Situation Analysis
= Objective setting, S = Strategies, T = Tactics, A = Analysis, C = Consumers
Thanks and regards
Satyapal Singh Shekhawat
PGP II, PGDM (S) Section B
Roll No. 09
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