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Transcript of Spotify
Current Brand Positioning Strategy
5 participants aged 18-25; all university students
Focal Area for the Survey
Founded by Swedes Danield Ek and Martin Lolentzon
Now a global music streaming platform
$8.4 billion valuation - more than value of entire US music industry
Brand Response Feeling
Net Promoter Score
Recommendation 2: Partnerships
Positioning: To provide and online and off line music streaming for an entertainment.
Competitors: High competitive with other music streaming.
Target market: Music lover of all aged group.
POP's: Low price music streaming but high quality, Target everyone who love music and cross platform listening.
POD's: Spotify running application, Spotify X Uber and Spotify X Play staytion
1. Low brand Awareness (Slogan)
2. Low brand loyalty and engagement
3. Weak imagery associations
4. Weak performance associations
High brand recognition
Large library of music
Strong word of mouth marketing
Low brand resonance
Feelings attached to the music, not Spotify
Uses large amounts data on mobile
Some musicians have refused to join Spotify
Market lesser known tools to expand customer knowledge.
Offer new music before competitors
High competition in music streaming industry
Potentially increased number popular of musicians not on Spotify
Promote Slogan to increase salience, awareness and resonance
Repetitive advertising of slogan :"Music for Everyone"
Slogan- Improve brand equity
"Music for Everyone" will appear everyone
Advertise on partnerships
Win-win for everyone
"Free 3 months premium for you and your friend" event
use social media to improve awareness of partnerships and brand resonance
-Offer new deals that offer discounts to individuals who use Spotify and their partners.
-Advertise more on the current promotions
-Allow more free trials of the premium service
"A young, tall, attractive male who is musically capable, with a hipster taste in music, yet still liked by everyone for his friendliness and fun"
n = 19
Music vs favorite artist
Would you be willing to use the Spotify/ Play station integration feature?
Would you be willing to use the Spotify/ Uber integration feature?
X Games partnership
Secondary association: Sincerity
Helping disadvantaged communities
Provide internet services for free
Secondary association: Excitement
Largest extreme sports competition
Newer, emerging types of sport
NPS = % Promoters - % Detractors
NPS = 29% - 57%
Armin 2015, New Identity for Spotify by Collins, UnderConsideration, viewed 28 August 2015,<http://www.underconsideration.com/brandnew/archives/new_identity_for_spotif
Bloomberg 2015, Company Overview Spotify Limited, viewed 20 August 2015,
Charlton, L 2015, Spotify Says It Changed Its Green Logo for Branding Purposes, and
Millennials, Vulture, viewed 28 August 2015, < http://www.vulture.com/2015/06/spotifygreen-logo-change.html>.
Clearvoice Research 2014, Media Review Streaming Music Market Profile May 2014, viewed
by 3 October 2015, < http://clearvoiceresearch.com/wpcontent/uploads/2014/05/Music-Presentation-May-2014v2.pdf >.
Crook, J & Tepper, F 2015, A Brief History of Spotify, viewed 20 August 2015,
Crook, J 2015, Spotify Introduces Video Clips, Podcasts, And Activity-Based Playlists, Tech
Crunch, viewed 28 August 2015, <http://techcrunch.com/2015/05/20/spotify-introducesvideo-clips-podcasts-and-activity-based-playlists/#.spzeah:eMeY>
Crook, J. 2012, Spotify Details New Global Partnership with Coca Cola, Tech Crunch, viewed
28 August 2015, <http://techcrunch.com/2012/04/18/spotify-details-new-globalpartnership-with-coca-cola/>
Dawood, S. 2015, Spotify undergoes colourful brand refresh, Design Week (Online), viewed
30 August 2015,
De Barros, P 2013, Subpop records, Nirvana’s label and grunge music’s cradle turns 25, The
Denver Post, viewed September 29th 2015,
Ek, D (Founder), Spotify Media Event 2015, viewed September 29th 2015.
Everiss, C 2014, Spotify opts to #FreeYourMusic by scrapping music streaming limits for
computer users, McConnells, viewed 28 August 2015,
Evren, A 2015, Tracing the history of music streaming, and why it’s more important now than
ever, viewed 20 August 2015, <http://news.bitofnews.com/tracing-the-history-of-musicstreaming-and-why-its-more-important-now-than-ever/>.
Gensler, A 2014, Spotify's Coachella #WeWereThere Campaign: High Tech and Sweet, Sweet
Air Conditioning, Billboard, viewed 30 August 2015,
Ha, P 2013, How Spotify Got Itself a New Logo, Gizmodo, viewed 28 August 2015,
Hartmann C 2014, No need to be industry number one, says Spotify founder, Reuters, viewed
30 August 2015, < http://www.reuters.com/article/2015/06/11/us-Spotify-reportidUSKBN0OR0QP20150611>
Haupt, J 2012) ‘Spotify (review)’, Notes, vol. 69, no.1, viewed 28 August 2015,
Headstream 2014, Social Brands 100: the youth ranking, viewed 30 August 2015,
Kastrenakes, J & Bi, F 2015, Here's how Apple Music compares to Spotify, Tidal, and other
streaming services, viewed 30 August 2015,
Keach, S 2015, Spotify changes green iOS logo, Twitter goes mental, Trusted Reviews, viewed
30 August 2015, <http://www.trustedreviews.com/news/spotify-changes-green-logo-onios-twitter-goes-mental>
Learnmarketing 2015, Pricing Strategies, viewed 30 August 2015,
Macmillan, D & Demos, T 2015, Spotify Nears Deal to Raise $400 Million at $8.4 Billion
Valuation, Wall Street Journal, viewed 30 Sep 2015,
Marketing Institute of Singapore 2015, Soundtrack Your Brand with Spotify, viewed 28
August 2015, <http://www.mis.org.sg/events/icalrepeat.detail/2015/04/16/1053/-/-
Munirah, W 2015, Spotify’s Redesigned Brand Identity Gives It A Bold, ‘Music Brand’ Look’,
Taxi, viewed 28 August 2015,
Peckham, M 2014, 13 Streaming Music Services Compared by Price, Quality, Catalog Size and
More, Time, viewed 28 August 2015, <http://time.com/30081/13-streaming-musicservices-compared-by-price-quality-catalog-size-and-more/>
Rivington, J 2015, Spotify review, Techradar, viewed 30 August 2015,
eed Marketing 2014, Spotify 2014 SBM Programme, viewed 28 August 2015,
Spotify 2015, Say hello to the most entertaining Spotify ever, viewed 30 August 2015,
Spotify, Features that could be added to further improve the experience, viewed 28 August
Spotify, For Brands: Your Audience is tuned in, viewed 30 August 2015,
The Drum 2015, Spotify's logo design 'self indulgent' says Smith & Milton group creative
director Steve Anderson, viewed 30 August 2015,
Tischler, L 2015, Spotify Unveils a Bold New Brand Identity, Fast Company, viewed 29th
September 2015, <http://www.fastcodesign.com/3043547/spotifys-new-look-signals-itsidentity-shift>.
Van Schneider, T 2015, Improved Spotify Green, Dribbble, viewed 30 August 2015,
Voxburner 2014, Youth 100, Ranking The Brands, viewed 30 August 2015,
Young, V 2015, The Product Strategy Fueling Spotify's Growth To 60 Million Users, viewed 30
August 2015, < http://www.createinteractions.com/designtech/2015/1/13/spotifygrowth-analysis-product-strategy>
Brand name: Spotify
Slogan: Music for everyone
Issue of Slogan