Case Study Outline of Napster
To re-establish Napster as the market leader for online music downloading industry. X
To establish a competitive market share in the pay-for-play market. X
Regain the majority original customer base, and entice new users.
Anyone that has internet access and an interest in music. X
All ages, races, sexes, income levels, education levels and computer knowledge levels. X
Anyone with a minimal understanding of the internet.
Product- Legal Music Downloads with the following benefits: Ï
Music Downloads (Legal rights to 500,000 songs)
View Music Videos
Access Billboard Chart Information
Synchronize music to other devices
Detailed Artist and Album information
Powerful Recommendation Engine
Personal Inboxes for Music and Messages*
Ability to Browse Other Users Music Collections*
Search Engines by Genre, Artist, Track Title, or Popularity Ï
Complimentary products such as digital recording media, CDs and MP3 players Ï
Ability to Send Music to Friends within or outside the service* Ï
Access to Professionally Programmed Radio Stations*
Premium Service $9.95 (includes all (*) products above)
Promote through partnerships with Microsoft, Gateway, Yahoo and Samsung Ï
Partnerships with XM Satellite Radio, Tower Records in Japan, a marketing agreement with BellSouth Corp. of Atlanta Ï
Possible partnership to rollout with cell phones on LM Ericsson of Stockholm
Gift cards are available at various retail stores throughout music areas as well as point of purchase Ï
Linked directly through Yahoo! by use of banners, search engines and e-mail Ï
Napster soft ware is preloaded on all Microsoft computers (they hold 80% of the operating system market) Ï
Cited: Ferrell, O.C.. Marketing Strategy. 3rd. Ohio: South-Western, 2005.
"Napster Hits Record Fourth Quarter Revenues." PR Newswire. 16 May 2007. PR Newswire US/Lexis Nexis. 30 Jan 2008 .
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