1 / 12

eTransformation: From the four P’s to the four C’s Cornelia C. Krueger Nhiem Lu Paula M.C. Swatman

eTransformation: From the four P’s to the four C’s Cornelia C. Krueger Nhiem Lu Paula M.C. Swatman Success Factors for Online Music Marketing – CollECTeR Latin America Sept 29 – Oct 1, 2003 Introduction P2P Networks promote the attitude that online music is free

paul
Download Presentation

eTransformation: From the four P’s to the four C’s Cornelia C. Krueger Nhiem Lu Paula M.C. Swatman

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. eTransformation: From the four P’s to the four C’s Cornelia C. Krueger Nhiem Lu Paula M.C. Swatman Success Factors for Online Music Marketing – CollECTeR Latin America Sept 29 – Oct 1, 2003

  2. 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

  3. EXTERNAL FORCES Regulation Technology Society Competition Economics Nature Politics Product Marketer Promotion Customer Distribution Price The Marketing Mix Marketing and eMarketing literature The four P’s (Bovée et al., 1995, p.17)

  4. Marketing mix literature

  5. The four P‘s and the four C‘s • Product => Customer needs and wants • Promotion => Communication • Place => Convenience • Price => Cost to the customer

  6. 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

  7. Amazon Source: http://www.amazon.com

  8. eBay Source: http://www.ebay.com

  9. Online music platforms

  10. Music companies‘ actions • Cooperation with Internet service providers which host P2P sites • Legal action against Kazaa etc. • Legal actions against file-sharers themselves • Attacking P2P networks with damaged files

  11. 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

  12. 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

More Related