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Above AVGAnushka Kassim, Vikram Sangha, Geeta Keswani, Marwa Khalifeh

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Overview

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• Recapo Target Audienceo Competitive Landscapeo Main Benefits• Brand Personalitieso Spotify o Competitive Set• Comparing DNA Elementso Personalitieso Key Brand Equitieso Spotify’s DNA• Q ‘n’ A

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Background

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TargetAudience

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Target AudienceUrban* Dwelling

Social

Young

Daily Users

Digitally Savvy

Stream Everything

#FoundThemFirst~ Spotify Brand Impact Study

*CMO Seth farbman at Ad Week NYC 2015

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Persona

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Competitive Landscape

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Competitive Set

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Points of Parity

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Listen digitallyacross devices

Huge database of songs

Ability to discover new

music

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Larger Personality

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CompetitorBenefits

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Pandora

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The first algorithm based

personalized digital-radio, rooted in the

Music Genome Project

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iHeartRadio

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Traditional radio stations gone digital,

easily available to

you anywhere

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TIDAL HiFi

The Highest quality

streaming of exclusive

content, direct from artist to

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Apple Music

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Consolidation of the entire

music experience, under one

brand and in one place

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Main StrategicBenefit

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Spotify fulfills MY needs as a music fan

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Spotify is MY social community

Spotify is always there for ME

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Key Strategic Benefit

The ultimate personal social music experience,

customized to fit every aspect of my lifestyle.

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Brand Personality

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EvaluatingSpotify

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Brand Story

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- Setting

- Relevant Characters

- Opposition

Symbolism -

Mood -

Plot -

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If Spotify was a person...

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Doesn’t Explain

Explains Very Well

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Sincerity

Excitement

Sophistication

Competence

Ruggedness

Big 5 Personalities

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Doesn’t Explain

Explains Very Well

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Sincerity

Excitement

Sophistication

Competence

Ruggedness

Big 5 Personalities - Spotify

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Excitement because...

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● Cool● Young● On Trend● Unique● Contemporary● Up-to-Date

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Spotify

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Cool but authentic,

humorous but wholesome,

something for everybody

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Spotify

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Best friend.On Trend.

Cool Techie. Supportive.

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CompetitorsPersonified

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Doesn’t Explain

Explains Very Well

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Sincerity

Excitement

Sophistication

Competence

Ruggedness

Big 5 Personalities - Pandora

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Pandora

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Most popular, Oldie but goldie. Staid, Not too geeky but not cool. Slightly

nerdy.

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Doesn’t Explain

Explains Very Well

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Sincerity

Excitement

Sophistication

Competence

Ruggedness

Big 5 Personalities - iHeartRadio

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iHeartRadio

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Traditional, Classic,

Audience is invested but laid back.

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Doesn’t Explain

Explains Very Well

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Sincerity

Excitement

Sophistication

Competence

Ruggedness

Big 5 Personalities - Tidal

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TIDAL HiFi

FlashyHigh profileExclusive. Strong, not

afraid to prove her point, still

trying her mark in the music

industry.

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Doesn’t Explain

Explains Very Well

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Sincerity

Excitement

Sophistication

Competence

Ruggedness

Big 5 Personalities - Apple Music

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Apple Music

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Glamorous.Influential

Sophisticated. Invested in

Brand Image.

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Comparing DNA

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ComparingPersonalities

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Semantic differential rankings

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Private

Old-Fashioned

Pretentious

Conformist

Plain

Social

Contemporary

Authentic

Rebel

Sexy

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If the service was a TV character...

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LeonardBig Bang Theory

Ryan Seacrest

American Idol

Phil DunphyModern Family

Cookie LyonEmpire

Jessica Pearson

Suits

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If the service was a music man...

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Michael BubleThe Charm

Nick JonasThe Prince

Ed SheeranThe Poet

Jay Z*The Mogul

Drake*The G.O.A.T.

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If the service was a pop star...

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AdeleThe Voice

Britney Spears

The Original

LordeThe Realest

RihannaThe Rebel

Taylor SwiftThe Leader

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5 streaming services walk into a bar...

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Red Wine Jello Shots Craft Beer Hennessey Champagne

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Who do you want to party with?

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ComparingEquities

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Brand Equities

Logo- 3 bar circle

Visual- Spotify green

Design- Font & dual tone colors

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To play only the music you'll love... because the next

song matters.pandora.com/about

Twitter @pandora_music

All your favorite music. All your

favorite stations. All free.

Twitter @iheartradio

Music for every moment

Twitter @spotify

Tidal for AllLaunch Campaign

All the ways you love music. All in one

place. Twitter @applemusic

Look & feel

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Place-based

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Spotify’s DNA

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Spotify’s DNA

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SpotifyGreen

3 Bar Logo

Proxima

Nova

UserInterfac

eOn-the-Go

DigitallySavvy

Young UrbanDwellers

Community

Setting

PersonalCustomization

Honest Your BFF

On Trend/In the Know

Social MediaCentric

Who it’s for Equity

Sets Apart

Personality

Key Benefit

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Questions?

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Thank You!Above AVGAnushka Kassim, Vikram Sangha, Geeta Keswani, Marwa Khalifeh

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Bibliography“Everything Marketers Need to Know About Apple Music and New Mobile Software | Adweek.” Accessed October 19, 2015. http://www.adweek.com/news/technology/everything-marketers-need-know-about-apple-music-and-new-mobile-software-165248.“Found Them First.” Accessed October 19, 2015. https://spotify-foundthemfirst.com/en-US.“Iheartradio.com Traffic and Demographic Statistics by Quantcast.” Accessed October 19, 2015. https://www.quantcast.com/iheartradio.com#demographicsCard.“Millennials Won’t Pay for Apple Music - The Daily Beast.” Accessed October 19, 2015. http://www.thedailybeast.com/articles/2015/06/30/millennials-won-t-pay-for-apple-music.html.“• Monthly Active Spotify Users Worldwide 2015 | Statistic.” Accessed October 19, 2015. http://www.statista.com/statistics/367739/spotify-global-mau/.“Music Streamers Love Brands. It’s Official. - Spotify | For Brands.” Accessed October 19, 2015. https://www.spotify.com/us/brands/insights/music-streamers/.“Pandora Maintains Strong Audience Lead Over Spotify - eMarketer.” Accessed October 19, 2015. http://www.emarketer.com/Article/Pandora-Maintains-Strong-Audience-Lead-Over-Spotify/1012476.“These Are the 50 Most-Watched TV Shows of the 2014-15 Season | TV Insider.” Accessed October 19, 2015. http://www.tvinsider.com/article/1989/top-50-tv-shows-2014-2015-highest-rated-winners-and-losers/.“We Want to Love ‘Luxury’ Hi-Fi Music Streaming. But There Are Problems - The Globe and Mail.” Accessed October 19, 2015. http://www.theglobeandmail.com/technology/digital-culture/we-want-to-love-luxury-hi-fi-music-streaming-but-theres-a-problem/article21972604/.

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