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


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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

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

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Etransformation from the four p s to the four c s cornelia c krueger nhiem lu paula m c swatman l.jpg

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


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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


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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)


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Marketing mix literature


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The four P‘s and the four C‘s

  • Product => Customer needs and wants

  • Promotion => Communication

  • Place => Convenience

  • Price => Cost to the customer


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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


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Amazon

Source: http://www.amazon.com


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eBay

Source: http://www.ebay.com


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Online music platforms


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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


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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


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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


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