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MKTG 201: Marketing Case Study

875 Words4 Pages

Marketing
Nancy Lazo
American Public University
MKTG 201
August 23, 2015

The product that I would choose would be Apple’s new music streaming service “Apple Music” which was just released June 30, 2015. Apple brings an all new service different from the popular streaming service “Spotify”. It’s like Pandora and Spotify had a love child. While the streaming service is nothing new to the music market Apple Music offers exclusives from artist. Such as Hip-Hop Superstar Drake, offering exclusive tracks to the streaming service. Drake also has a radio station that features talent from his label “OVO Sound” and from himself that is exclusive to the App. Furthermore Apple Music offers more exclusive music from Super music producer and …show more content…

Apple offers a plethora of music that fit your tastes with playlists that are picked specifically for you. Apple Music is very personal so no one’s “Apple Music” playlists are not the same because it is made to your own personal taste and it even offers personal recommendations “from people who know and love music”. Apple music aspires to “deepen the connection between artist and fans” by offering features such as the fact that the music that you already own can be synced with the entire Apple Music library. Some of the other features that Apple Music has to offer are Beat 1 and Connect. Beat 1 is known as ‘the world’s local station’. Beat 1 “brings you the latest music, interviews, and culture, 24/7”. Connect is where “artists and fans come together”, fans “can see, comment on, like, and share whatever exciting material an artist chooses to post” such as unreleased demo tracks, a video all from the artists themselves directly (apple.com, 2015). At the end of the day Apple Music is all about user and the user’s preferences and likes. The CEO of Apple, Tim Cook promises that Apple Music will change “the way you experience music forever” Apple Music will also …show more content…

I think that we should focus on target marketing to increase the purchases of Apple Music. Cahill mentions “not all customers are alike” and it’s true in the case of the customers for Apple Music. A target market is “the market or submarket such as a segment at which the firm aims its marketing messages” (Cahill, 1997). So the target market I would suggest would be college students and as college students they would have a special promotion like half the price for students. For example, they would have to use their college e-mail and verify it and that way students who don’t usually have the most money can still be able to take advantage of such an amazing product. Especially because most college students are all about technology and the most “in” thing of the time. The place would be worldwide for anybody that has a smartphone regardless if it’s an iPhone.
A tagline I would use to promote Apple Music would be: Apple Music, Music for you by you. The reason I would use this slogan is because the music that is available is all for you and by you means that you choose what you want to listen to

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