Napster Composition

RMIT International College or university Vietnam

Bachelors of Trade Program

Job Cover Webpage

Subject Code: | ISYS2110

Subject Term: | Net for Business

Site & Grounds (SGS or HN) where you study: | RMIT Vietnam | Name of Assignment: | Example 3

Student name: | Nguyen Thi Xuan ThaoTran Minh TienVu Hoang AnhDang Huynh Phuc| Student Quantity: | S3344173S3324264S3324522S3344162

Teachers Identity: | Rupan Kanti Dieses

Group Number: | two

Assignment due date: | 27/07/2013

Date of Submission: | 27/07/2013

Range of pages which include this one: | 8

Term Count: | 1000


I. Product3

II. Promotion3

III. Price5

IV. Place: 5

Versus. People6

VI. Process6

VII. Physical evidence7

VIII. Research: 8

I actually. Product

Napster offers music tracks that could be stored on customer's hard drives in MP3 format. In accordance to Chaffer 2009, this sort of product is digital product which typically is information products that could delivered in the web. Napster differentiates alone from traditional music suppliers at the time when it offers customers convenience in finding and playing music with no putting work in head to stores to buy CDs. Together with the offer of 6 mil tracks and a different kinds of payment on the web, Napster provides gained competitive advantages above its competition when applied technology creativity effectively. Besides traditional music providers, Napster also gets competitors from the other online music providers like Apple iTunes and Amazon online, however , although some charge cash by every song, project customers down load, Napster provides subscription services which needs customers to pay a fix sum of money in a month to listen as much track because they wish (Chaffey 2009). II. Promotion

Napster's marketing strategy primarily focuses on building brand personality, particularly endorsing the subscriptions service. That they apply both offline and online methods: - Offline marketing program: Napster spots getting run on TELEVISION SET (including VH1, ESPN, Humor Central); print ads which will target mass market guides, like Entertainment Weekly, Men's Health, Time; radio marketing promotions and some outdoor posters and stickers (Elkin 2003). -- Online marketing system:

They implemented some online communications tools:

1 . Advertising and marketing: Napster place their advertising on a number of search engines and web sites (including affiliate partners), such as preceding their TV spots on Web media for a number of months.

2 . Sells promotion: they provide coupons and promotion unique codes (for 2 weeks free trial, or perhaps 5% away, etc . )

several. Public relations: they use social networks as a tool to communicate with customers (Napster Fb and Twitter) 4. Support: in 2k Napster paid a four-week summer head to of rap-metal band Sagging Bizkit. Napster also packages its service with Dell – customers of Dell will be offered a full year's Napster membership, along with 60 free downloads (Yoskowitz 2009). By utilizing this strategy, Napster not only profits awareness from their partners' clients, but makes a competitive advantage – high compatibility assistance in comparison with Apple iTunes (which only compatible with Apple products). Another campaign campaign that emphasizes Napster's advantages more than iTunes was ‘Napster-To-Go campaign' (to encourage for the Napster-To-Go lightweight subscription service).

3. Price

To be able to compete with traditional and online music suppliers, Napster has created two approaches in prices model which include lower-prices and various payment methods. Napster offers cheap compared to their very own competitors including Apple and other traditional suppliers. According to the circumstance, subscribers are actually only pay up to ВЈ14. 95/month to gain access to 1 ) 5 , 000, 000 songs. As opposed, it costs $0. 99 per tunes when purchasing on Apple iTunes. Furthermore, Cohn and Vaccro (2005) claimed that prices by online downloading services happen to be lower than obtaining CDs by traditional full...


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