Marketing Strategy for YUPlayerAkhil Vempali, NSIT, Delhi.

Situation AnalysisCompany overview

This app will be the company’s first product launch.

Limited amount of capital is present which needs to be used for R&D of the app.

Scarce funds for marketing of the app.

Market overview

The music player segment has a lot of established brands like Play Music, PowerAmp, Black Player.

The subscription based music services like Spotify, Saavn, Wynk are also established.

The market segment for “Social Media+Music” is currently untapped with only Soundcloud and a few other apps having a similar concept.

Situation AnalysisTarget Customers

The base for target customers in this segment is very large.

We wish to engage all the customers on social media onto our platform for music streaming.

Since the app functions like a music streaming service theoretically the market share of music streaming service can also be captured.

GoalTo get a significant market share in the music service industry.

To make the app an industry standard.

To have the highest number of subscriptions.

Have the highest ratio of number of paid users to number of free users.

Identifying the target marketWhy do customers need YUPlayer?

A lot of times people need to share their songs/playlists with their friends and peers.

Our app can make that process easier and more natural.

With the integration of a social media platform onto the player.

Who needs YUPlayer?

People who listen to music on a daily basis and whose friends are also interested in similar kind of music.

Ideal targets are college/school goers. But not limited to only students, any and every music lover will find the app useful to share music.

The CollaboratorsWho are the collaborators?

The key collaborators have to be the social media company with which we are planning to integrate.

Music artists, so that we can publish their music on our platform.

What will the collaborators gain?

For social media platforms it will mean more application that will support their login.

Hence it will mean that their social media platform is more useful.

For artists, they will get a large audience where their songs can easily become viral.

The CompetitorsWho are the major competitors?

The CompetitorsWhat are the USP’s of our competitors?

Spotify- Largest collaboration with music artists hence huge collection of songs.

Saavn - Indian version of spotify, also works on subscription based model.

Soundcloud- Allows users to publish their own songs which can be discovered by other users.

Among the competitors Spotify has the largest market share in terms of subscriptions and also has the highest ratio of number of paid users to number of free users.

Why is YUPlayer relevant today?We have enough computing power now to integrate social media

platform’s capabilities into music player apps and have them work seamlessly.

Customers now are more willing to pay for subscription based model for music.

Social media has a very large user base now.

No application exists that lets customers share their music with friends or collaborate together to make playlists.

App characteristics YUPlayer will have a homepage, the homepage will be unique to

every user.

Homepage will show what your contacts on social media, who are currently logged, in are playing and what is currently trending among your peers.

User can also let other people know what he/she is listening to by instantly sharing the music via a toggle button in the ‘playing now’ screen.

The whole app will have minimalistic design and an easy to use interface.

The Experience User will see recommendations from friends and what their favorite

songs are.

The app’s main focus will be connectivity and simplicity.

It will also work offline as a conventional music player.

Based on trending songs among the contact’s of user, the app will generate a weekly top chart.

Apart from this, the app will also give recommendations according to the genre and type of music the user prefers.

The BrandThe ‘YUPlayer’ brand will be a new entry in the market.

We can develop brand equity by various associations with music artists who will be collaborating with the brand.

This will help the brand gain a lot of popularity.

The logo design will signify simplicity and interconnectedness , two very important characteristic of the app.

The slogan for the brand will be - ”Music to socialize”.

Revenue generationThe app will be free to use and users will be able to create an account

on the app for free.

The one way of generating revenue will be through advertising spots that will be sold to different firms to place their advertisements.

Instead of having visual ads, the ads will be only 15sec audio ads that will be played randomly after some songs.

These ads will be more engaging than visual ads as the user won’t be able to skip these ads and he/she will have to listen to it.

Revenue generationAnother revenue stream that can be used is introducing subscription

based accounts.

In this the user can upgrade to a premium account which will be ad free.

Ads can also be subtly placed in album artworks of the music labels and a part of the revenue generated can be given to the artists for giving their permission to do so.

This will generate additional revenue.

IncentivesThe subscription price will be set at $2/pm for individual user and

$1/pm per person in family or group subscription.

School and college going students will also be given the subscription at $1/pm.

Referral points system will be present in which the person who refers will be given points.

These points can then be used to get a discount on their next month’s subscription fee.

Further scope of expansionThe app can transcend to desktop also where the user can have a

much richer experience.

Later, we can also start to sell movies which can be downloaded by the user.

We can further provide cloud services to user so that he/she can save their content off their devices and only download when required.

The vision for YUPlayer is to become the complete entertainment system that provides content which can be spread by users and their peers.

Implementation strategyFor collaborating with artists we can directly approach music labels

and distributors to get the music rights.

Since a very low revenue is being used for advertising we can use this revenue to optimise the app experience.

Social media platforms like facebook API and twitter API can be used to implement login and account info methods.

Further these companies can be contacted to integrate their interface into the apps platform.

This can be negotiated to be free of cost as it will benefit both the parties.

Thank You