Spotify: Transforming into an Adventure-Filled Music Source, Study notes of Marketing

Download Spotify: Transforming into an Adventure-Filled Music Source and more Study notes Marketing in PDF only on Docsity! Rebranding: Spotify Introduction With the majority of their marketing efforts, Spotify focuses on being convenient, free, and geared toward everyone. In my repositioning of Spotify, I focus on convenience in that the music offered is diverse and can be listened to on the go, in addition to the personality of a typical Spotify user and what the brand can offer them. Spotify's current position focuses on the connection between music, moments, and creativity, but I decided to delve deeper into the psyche of a Spotify user and what they’re searching for. Aside from music, what else spurs creativity and innovation? Adventure. With the “Discover” tab available on the Spotify app, users are able to search for new music based on what others in the Spotify community are listening to. Often, the suggested music has just been released or is not mainstream, giving users the ability to experience new and upcoming artists. Spotify's current position lacks excitement and individuality, which is why I chose to incorporate adventure and discovery into the positioning of the brand. Positioning Statement Spotify provides a wide range of online music at home or on the go for the uninhibited, curious lover of music who lives in the moment and is inspired by new discoveries. Unlike other online music providers that offer the expected, Spotify encourages spontaneity in its listeners and a sense of adventure that ties music and moments together. Spotify makes life more exciting by giving each listener the ability to step outside the norm, fueling the soul with songs that ignite creativity and inspire the mind. Who: Spotify Spotify is an online music streaming service that caters to tastes of all music genres and is personalized to each listener. Launched in 2008, Spotify has grown to be one of the top online music streaming services in the U.S. In 2014, Spotify now has over 30 million users. The name “Spotify” is a combination of the words “spot” and “identify.” (Mashable). What: provides a wide range of online music at home or on the go Spotify provides music for the adventurous lover of music. They are one of the few online providers that offer an endless variety and amount of music at no cost to the consumer. Music can be accessed from a computer, tablet, or smart phone. For Whom: for the uninhibited, curious lover of music The Spotify listener is social, adventurous, and open to new experiences. They are excited by the way music makes them feel and rely on songs to give them energy and creativity to perform to their highest potential on a daily basis What Need: who lives in the moment and is inspired by new discoveries Spotify satisfies the need for music that fuels the soul. No matter where a listener may be, they have the capability to access music that enhances their everyday experiences and ignites creativity. This type of listener craves the sense of adventure and discovery that Spotify provides. Against Whom: Unlike other online music providers who offer the expected Other online music providers offer listeners the capability to stream live music and may recommend new artists, but lack a sense of discovery and excitement. What’s Different: Spotify encourages spontaneity in its listeners and a sense of discovery that ties music and moments together Other music streaming providers offer a variety of music at consumers’ fingertips, but Spotify does so much more. Spofify encourages spontaneity in each listener; to step outside the norm and experience life in the moment; to be open to new music that both inspires and rejuvenates. So What? Spotify makes life more exciting by giving each listener the ability to step outside the norm, fueling the soul with songs that ignite creativity and inspire the mind Everyday moments are enhanced and energized by the feeling of adventure and discovery when streaming online music through Spotify. Music both comforts and energizes the mind, which is what Spotify can do better than any other online streaming service. Rationale When Spotify first entered the marketplace, it was introduced as “music for everyone.” Spotify still focuses much of their marketing efforts on that premise, but I decided to take a different approach in my positioning of the brand. Rather than attempting to appeal to “everyone,” I think it would be far more powerful to focus on specific characteristics of a typical Spotify listener, such as spontaneity and adventure. Music is often used to enhance creativity and energize moments of our everyday lives, a notion that Spotify currently incorporates in their marketing efforts. “There's such an undeniable relationship between music and creativity. Spotify is really about access to music, and there is a lot of innovation happening around music” (Adage). Other than music, adventure is one of the most effective ways to spark creativity and innovation, so why not tie the two together? Spotify is for all music enthusiasts, but maybe it’s not for everyone. After all, not everyone is open to new experiences and discoveries. Spotify is for the explorer, the seeker of excitement, the person who rejects the mundane. Recently, Spotify has expressed a desire to move away from their current position as a