STRENGTHS

68.1% of adults listen to music daily

The market for online digital platforms for users to

listen to recorded music is strong. This music is availa-

ble through services that allow downloads or member-

ship in order to stream

There is a large UK market for live music via festivals

and concert arenas showcasing a variety of successful

artists

Tablets and smartphones have made music very acces-

sible when ‘on the go’ or when at home

WEAKNESSES

Physical recorded music sales have declined due to

digital sales continued growth

Independent live music spaces are in jeopardy due to

continuous closures as a result of property develop-

ment and various noise regulations

Streaming services pay their artists and other various

rights holders on the basis of ‘pay per play’. This has

resulted in artists achieving their earning far slower

than original payoffs from physical album launches.

OPPORTUNITIES

Currently there is a huge potential in the streaming

market due to high demand.

Streaming services have a chance to improve their pay

system in relation to artists via prompting consumers

to upgrade to a premium service from a ‘freemium’

service.

Digital providers of music can now offer bundles of

other media services such as connecting television and

mobile phones allowing a joining of streams .

The vinyl market has seen significant growth over the

last few years.

THREATS

Artists and recording labels have spoken out on their

view of ‘pay per play’ and certain artists have removed

their recordings, limiting the market growth

Physical record sales are still in decline—this can result

in the closure of retailers.

Piracy is still a threat to the music market.

Due to streaming, the growth in album sales has de-

clined whilst the value of single downloads has also

declined.

COMPETITORS

CONSUMER ANALYSIS

In 2013 of 70% men reportedly listen to music daily,

whilst two thirds of women did the same (Keynote, 2015)

76% of part time employees listen to music daily whilst,

74% of full time of employees do the same (Keynote,

2015).

‘Millennials’ enjoy overindulging in media and the options

to create their own playlists. Millennials are key to the

streaming market (Mintel, 2015).

The older generation are more comfortable using direct

and traditional ways of accessing music (Mintel, 2015).

PRODUCT ANALYSIS

There has been a renaissance in the sales of vinyl records

(Keynote, 2015).

Huge move away from physical formats to streaming and

downloading music (Keynote, 2015).

Overall consumer expenditure on live music, recorded

music and musical instruments is projected to rise in

value by 9.6% between 2015 and 2019 (Keynote, 2015).

In terms of live performance, attending music concerts

was one of the most popular activities in Great Britain in

the year ending September 2014 (Keynote, 2015).

COMMUNICATIONS ANALYSIS

Spotify have global partnerships with Adidas, Starbucks

and Coca-Cola (Online).

Apple uses its brand to communicate via mass advertising

(Offline).

Tidal uses celebrity endorsement such as Jay-Z, Beyoncé

and Madonna (Online + Offline) and integration with

Ticketmaster.

Target Audience

Full-time and part-time employed male and female’s from the age of 16-34 as a source of revenue.

Students in university and college to explore the communal aspect of CHORUS and discover physical music.

‘Never say die’ trend: The internet is mostly responsible for the trend where consumers are indulging in styles, consump-

tion products and pop-culture from a time period that they were too young to experience first time around.

Identification of Opportunity

Providing a premium digital music service, ‘Chorus’, offers a unique complete music based experience with a selection of

music genres and creating a link between the digital and physical music experience through the accessibility of vinyl and

access to live music.

Objectives

Increase traffic to our website to 10,000 views by 31st December 2016

Achieve 20,000 paid monthly subscribers to the Chorus Streaming service by May 2017

Establish our ‘Pick up and Play’ service to account for 25% of revenue via intermediary stores, which are Tesco, with the

aim of branching out to others by January 2017

Stream live gigs from Glasgow as of January 2016 with an aim to expand to other cities within 6-12 months

Marketing Strategy

To Provide a premium digital music service, ‘Chorus’, that offers a unique complete music based experience with a selec-

tion of music genres and creates a link between the digital and physical music experience through the accessibility of vinyl

and access to live music.

Marketing Communications Strategy

Establish an online marketing campaign to extend advertising to social media channels

Promote and launch new ‘Pickup and Play’ service to collect physical purchases made online by December 2015

We will have in-store promotions in Tesco to promote the ‘Pick up and Play’ service until May 2017, with posters dis-

played in the supermarket for consumers to see, the area itself will stand out playing music to attract the attention of

customers

Billboard campaign promoting ‘Pick up and Play’ service as well as website to run for 6 months in Glasgow city centre

and motorways

Media Strategy

ONLINE STRATEGY

We will advertise our online marketing campaign through social media channels such as Facebook, Twitter, YouTube

intensively for the first three months, then follow up with a re-iteration campaign.

Increase awareness of the website through posting informative and engaging blog topics that are linked to our social me-

dia accounts every morning at 6.30am ready for commuting consumers.

OFFLINE STRATEGY

Run television adverts on channels STV and Channel 4 promoting our website and the ‘Click and Collect Service’ availa-

ble at Tesco 6-8am and at 6-9pm for three months, followed by a re-iteration campaign.

Chorus will sponsor the University Sports Leagues.

In our advertising mediums promote incentive of sign up to Chorus and sign up a friend and receive a month free

CELEBRITY ENDORSEMENT

Establish Ed Sheeran as a celebrity endorser for Chorus for both the website and Pick up and Play service. He will appear

in the adverts that we run online and offline, alongside ordinary users of Chorus to incorporate a communal aspect of

the service.

Tactics

When you and a friend both sign up to use Chorus, both receive a free month of the service each.

Have an image on our website indicating that you can collect your purchase from the ‘Pick Up and Play’ stop at Tesco, as

well as a Chorus landing page on the Tesco Website.

Hold an exclusive gig with Ed Sheeran in January 2016 and stream via Chorus to launch the beginning of live streaming of

gigs.

Ed Sheeran will also appear in a separate advert promoting the exclusive gig that can only be accessed through Chorus,

which will run up until January 2016.

An

Analysis of

Modern

Day Music

CHORUS