etransformation from the four p s to the four c s cornelia c krueger nhiem lu paula m c swatman l.
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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
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
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
marketing and emarketing literature

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)

the four p s and the four c s
The four P‘s and the four C‘s
  • Product => Customer needs and wants
  • Promotion => Communication
  • Place => Convenience
  • Price => Cost to the customer
research approach
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
amazon
Amazon

Source: http://www.amazon.com

slide8
eBay

Source: http://www.ebay.com

music companies actions
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
success factors for online music marketing
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
itunes
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