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					Success Factors for Online Music Marketing –

  eTransformation: From the four P‟s to the four
                      C‟s

                   Cornelia C. Krueger
                        Nhiem Lu
                   Paula M.C. Swatman




                             CollECTeR Latin America
                              Sept 29 – Oct 1, 2003
                                                                                                  Introduction



                 P2P Networks promote the attitude that online music is free
                 Major music companies try to sell digital music through “official”
                  Web sites like Pressplay, Musicnet in the US, Popfile and Tiscali
                  Music Club in Europe
                 Still very unfavourable alternative for young and technically aware
                  consumers
                 iTunes Music Store
                 Marketing /eMarketing principles impact on online music offers


                Are music companies online aware of the four C‟s?
                Success factors for online music marketing



SimWeb           www.simproject.de                                                                CollECTeR Latin America
Success Factors for Online Music Marketing – eTransformation: From the four P’s to the four C’s   Sept 29 – Oct 1, 2003
                                                                                    Marketing and eMarketing literature


                                                                       EXTERNAL FORCES

                                                         Competition                              Regulation
                                                         Economics                                Technology
                                                         Nature                                   Society
                                                         Politics

                                                                               Product

                                                 Marketer                   Promotion                  Customer

                                                                            Distribution

                                                                                 Price



                                                                     The Marketing Mix



                                              The four P‟s (Bovée et al., 1995, p.17)



SimWeb           www.simproject.de                                                                                CollECTeR Latin America
Success Factors for Online Music Marketing – eTransformation: From the four P’s to the four C’s                   Sept 29 – Oct 1, 2003
                                                                                                           Marketing mix literature
                    Author                                        4 P’s                           4 C’s
                    Kotler et al. (1999)                          Product, Price, Place,          Customer needs and wants, cost to
                                                                  Promotion                       the customer, convenience,
                                                                                                  communication
                    Lautenborn (1990)                             Product, Price, Place,          Customer needs and wants, cost to
                                                                  Promotion                       satisfy, convenience, to buy
                                                                                                  communication
                    Strauss and Frost (2001)                      Product, Price,                 Convenience, Communication
                                                                  Distribution,
                                                                  Marketing
                                                                  Communication
                    Bovée et al. (1995)                           Product, Price,                 Communication, Convenience,
                                                                  Distribution,                   Customer needs
                                                                  Promotion
                    Hollensen (2001)                              Product, Price, Place,          Communication
                                                                  Promotion
                    Preißner (2001)                               Product, Price, Place,          Communication
                                                                  Promotion
                    Meffert (1991)                                Produktmix,                     Communication, Consumer needs
                                                                  Distributionsmix,
                                                                  Kontrahierungsmix,
                                                                  Kommunikationsmix
                    Keegan and Schlegelmilch                      Product, Price, Place,          Communication, Customer needs
                    (2001)                                        Promotion
                    Chaffey et al. (2000)                         Product, Price, Place,          Communication,
                                                                  Promotion
SimWeb           www.simproject.de                                                                                              CollECTeR Latin America
Success Factors for Online Music Marketing – eTransformation: From the four P’s to the four C’s                                 Sept 29 – Oct 1, 2003
                                                                                                  The four P„s and the four C„s



                   Product => Customer needs and wants
                   Promotion => Communication
                   Place => Convenience
                   Price => Cost to the customer




SimWeb           www.simproject.de                                                                                CollECTeR Latin America
Success Factors for Online Music Marketing – eTransformation: From the four P’s to the four C’s                   Sept 29 – Oct 1, 2003
                                                                                                  Research approach



                 Do legal online music offerings consider the four C‟s – customer
                  solution, customer cost, convenience and communication – of
                  eCommerce in their marketing activities?
                 What are the key factors for a successful Internet offer in online
                  music?

                 Analysis of non music-related but successful Internet companies
                  (Amazon and eBay)
                 Comparison to Popfile and Tiscali Music Club




SimWeb           www.simproject.de                                                                      CollECTeR Latin America
Success Factors for Online Music Marketing – eTransformation: From the four P’s to the four C’s         Sept 29 – Oct 1, 2003
                                                                                                                                                 Amazon
                                                                                Amazon.com
                        Customer                            Customer costs                        Convenience                 Communication
                        needs
                        Books                              Track recent orders                  Track recent orders        Friends and favourites
                        DVDs                               View and change orders               1 click shopping           E-mail notification
                        Magazine subscription              Return easy items                    Text only version          Chat
                        Music, video                       1 click shopping                     Alerts                     Discussion boards
                        Electronics                        Every service is                     Mobile access              Recommend-ations
                        Office products                    explained detailed                    Web services               E-cards
                        Software                           Alerts                               Credit account             My Amazon
                        Home & Garden                      Text only version                    Early adopters
                        Tools & Hardware                   Credit account                       New for you
                        E-cards                            Purchase circles                     Recommendation
                        Travel                             Honour system                        The page you made
                        Restaurant                         Gold box                             Combine orders
                        Mobile access                      Improve your                         Email notification
                        Web services                       recommendation                        (deliveries, available to
                        Honour system                      In-store                             order, etc.)
                        Wedding and baby                   Movie show times                     Personalise
                        registry                                                                  Cooperate account
                        Auctions                                                                 Restaurants, travel,
                        Outlet                                                                   movie show times
                        Used                                                                     Wish list
                        Bargain                                                                  Purchase circles
                                                                                                  Buy now, pay later
                                                                                                  My Amazon

                        Source: http://www.amazon.com
SimWeb           www.simproject.de                                                                                                      CollECTeR Latin America
Success Factors for Online Music Marketing – eTransformation: From the four P’s to the four C’s                                         Sept 29 – Oct 1, 2003
                                                                                                                                                       eBay


                                                                                   eBay.com
                        Customer                            Customer costs                        Convenience             Communication
                        needs
                        Antiques, coins, stamps,           Warranties, safe harbour             eBay toolbar           Feedback forum
                        art                                 Guided tour                          eBay wireless          Feedback discussion
                        Electronics, music,                Newsletter                           Seller services page   board
                        computers                           Events                               Assistant tools        (category-specific) chat
                        Home & Garden                      Community value                      My eBay                Answer centre
                        Sports                             Selling tools                        Notification           Member spotlight
                        Tickets                            Buyer tools                          Checkout               About me page
                        Travel                             Manage my items for                  Newsletter             Community value
                        Hobbies & Craft                    sale                                  Announcement           User to user eBay Q&A
                        Business, office &                 Power sellers                        Calender               board
                        industrial                          Buyer and seller guide               Event list             My eBay
                        Jewellery, gemstones               eBay education                       Images/HTML board      Reviews
                        eBay live auctions                 Selling manager                      My eBay                Co-branded advertising
                        Sell you item                      Turbo lister                         eBay stores
                        Search for item                                                          Library
                                                                                                  Suggestion box
                                                                                                  Community help
                                                                                                  Search for items and
                                                                                                  members
                                                                                                  eBay education


                                  Source: http://www.ebay.com
SimWeb           www.simproject.de                                                                                                   CollECTeR Latin America
Success Factors for Online Music Marketing – eTransformation: From the four P’s to the four C’s                                      Sept 29 – Oct 1, 2003
                                                                                                                Online music platforms

                                                          Popfile.de (www.popfile.de)
               Customer needs                       Customer costs                          Convenience            Communication
               Music files                         Pay per phone bill                  Tell a friend            Newsflash
               Compilation CD                      Prepaid code                        Prelistening             Tell a friend
               Personal CD                         One price for all tracks            Reminder
               Burn CD’s                           Free tracks                         Free tracks
               Music DVD                                                                Theme specials
               Ringing tones                                                            Download charts

                                              Tiscali Music Club (music.tiscali.co.uk)
               Customer needs                       Customer costs                          Convenience            Communication
               Download music files                Guided tour                         Guided tour              Send page to a friend
               Stream music files                  Return music files within           Playlist services        Chat
               Burn music files                    7 days                               Cumulative library       Newsletter
               News & reviews                      Cumulative library                  Compilation service      Forum
               Internet radio                      Basic, silver, gold
               CD & record shop                    member
               Features
               Who, what, were




SimWeb           www.simproject.de                                                                                                  CollECTeR Latin America
Success Factors for Online Music Marketing – eTransformation: From the four P’s to the four C’s                                     Sept 29 – Oct 1, 2003
                                                                                                  Music companies„ actions



                1.      Cooperation with Internet service providers which host P2P sites
                2.      Legal action against Kazaa etc.
                3.      Legal actions against file-sharers themselves
                4.      Attacking P2P networks with damaged files




SimWeb           www.simproject.de                                                                            CollECTeR Latin America
Success Factors for Online Music Marketing – eTransformation: From the four P’s to the four C’s               Sept 29 – Oct 1, 2003
                                                               Success factors for online music marketing



                 Concentrate on selling digital music as a core competence
                 Customer as an ally
                          • communication and convenience
                 “De-criminalise” P2P networks by making them pay
                          • the Gehrke/ Anding model
                 “Coopetition” to ensure a great variety of music to offer
                          • customer wants and needs and convenience
                 Use the Internet technology to make customised offers
                          • acc. to customer wants and needs and customer costs




SimWeb           www.simproject.de                                                                CollECTeR Latin America
Success Factors for Online Music Marketing – eTransformation: From the four P’s to the four C’s   Sept 29 – Oct 1, 2003
                                                                                                              iTunes



                 Catalogue
                          • including the 5 majors repertoire
                 Mobile listening
                          • iPod, streaming on other Macs
                 Copying is allowed
                          • 5 times per song
                 AAC format (high quality) MPEG4 (MP3 still available)
                 99 US-Cent per song
                 Online music platform for individual preferences
                          • combination of „Jukebox“-Software, Music Store and Music Player iPod




SimWeb           www.simproject.de                                                                CollECTeR Latin America
Success Factors for Online Music Marketing – eTransformation: From the four P’s to the four C’s   Sept 29 – Oct 1, 2003

				
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