Scribd Logo
Upload

Welcome to Scribd!

  • 79 views

    Segmentation Targeting Positioning: Spotify

    Uploaded by

    Sarthak Theurkar
    Spotify aims to develop an STP (segmentation, targeting, positioning) model. It segments the market based on geography and demographics. Two key targeted segments are identified: non-English speaking 15-30 year olds, prioritized due to large population size and ability to generate revenue; and English speaking 15-30 year olds, also large in population and easy to market to. Spotify positions itself for these segments by offering more regional songs at affordable costs for non-English speakers, and more high quality songs from new artists for English speakers.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content

    You might also like

    Segmentation Targeting Positioning: Spotify

    Uploaded by

    Sarthak Theurkar
    79 views7 pages
    Spotify aims to develop an STP (segmentation, targeting, positioning) model. It segments the market based on geography and demographics. Two key targeted segments are identified: non-English speaking 15-30 year olds, prioritized due to large population size and ability to generate revenue; and English speaking 15-30 year olds, also large in population and easy to market to. Spotify positions itself for these segments by offering more regional songs at affordable costs for non-English speakers, and more high quality songs from new artists for English speakers.

    Original Description:

    Original Title

    STP_Spotify

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    Spotify aims to develop an STP (segmentation, targeting, positioning) model. It segments the market based on geography and demographics. Two key targeted segments are identified: non-English speaking 15-30 year olds, prioritized due to large population size and ability to generate revenue; and English speaking 15-30 year olds, also large in population and easy to market to. Spotify positions itself for these segments by offering more regional songs at affordable costs for non-English speakers, and more high quality songs from new artists for English speakers.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    79 views7 pages

    Segmentation Targeting Positioning: Spotify

    Uploaded by

    Sarthak Theurkar
    Spotify aims to develop an STP (segmentation, targeting, positioning) model. It segments the market based on geography and demographics. Two key targeted segments are identified: non-English speaking 15-30 year olds, prioritized due to large population size and ability to generate revenue; and English speaking 15-30 year olds, also large in population and easy to market to. Spotify positions itself for these segments by offering more regional songs at affordable costs for non-English speakers, and more high quality songs from new artists for English speakers.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    of 7

    Segmentation

    Targeting
    Positioning
    of SPOTIFY

    Sarthak Theurkar
    102119068
    STP MARKETING MODEL
    FOR SPOTIFY
    Spotify is digital music and podcast streaming service
    that gives its users access to millions of songs and
    podcasts from artists all around the world. It has 30%
    market share of music streamers around the world.

    This presentation's main objective is to develop a STP


    model for Spotify.
    Segment the market based on customer needs
    Segmentation Can be based on numerous categories. For example
    geography, demographics etc.

    Determine the attractive segments to target them.


    Targeting Target segments can be decided considering various
    factors.

    Positioning Develop unique proposition based on segment's needs.


    Spotify

    Listeners in english speaking countries Listeners in non-english speaking countries

    With emergence of music streaming service,


    Statistically more rich and therefore access number of listeners that are interested in
    to phone and internet connectivity is easier. international artists that perform in languages
    This segment will majorly listen to english other than english around the globe has increased
    songs and podcasts only This segment will need english as well as regional
    language songs as well,

    3-14 15-30 31+ 3-14 15-30 31+


    Listen to songs Access to phone More prone to
    Access to phone Listen to songs Less tech savvy
    and internet
    with adult but less prone to with adult listen to english as but more prone to
    connectivity.
    supervision More prone to use spotify supervision well as regional listen to other
    listening english language songs. language songs
    songs
    Targeting
    After examining segmentation, we can say that following will be the targeted segments

    Non-English This segment will be the priority segment as it is


    the most populous and has ability to garner more
    speaking revenue.
    But access to stable internet connection may be
    15-30 a problem.

    English Speaking 2nd priority as, they are large in population and
    due to their geographical location, easy to reach
    15-30 and market to.
    Positioning
    Considering each segment's needs following can be the positioning for the particular
    segments:

    Non-English More number of regional songs

    speaking Affordable cost


    Attractive and customizable app
    15-30 Ability to download music

    English Speaking More number of songs with higher quality

    15-30 New artists


    Thha
    annk
    k
    T
    y
    yoou
    u!!

    You might also like