connection is essential for listening to music while commuting.
The positioning strategy involves points-of-difference; Spotify can position itself around the
emotional experience of listening to music (e.g., music can make you feel more productive, happier, etc.). For the target market of Dedicated Listeners, this could evoke feelings of trust (Spotify understanding why they listen to music) and earn brand loyalty. Positioning in terms of functionality could also entice users who seek ease of use in their music streaming platform. This demonstrates the service as desirable, deliverable, and differentiated.
MARKETING MIX
Positioning Spotify around Dedicated Listeners’ emotional experience of listening to music
involves employing a marketing mix which focuses on building a sense of trust and cameraderie between the user and the service. This is especially difficult for Spotify, as the service offers only digital content, and presently does not have front-line service providers. However, this sense of trust and brand loyalty can be built through methods of product, price, place, and promotion. 34
Figure 4: Marketing Mix Summary
PRODUCT. Spotify can customize its features to be more integrated with young professionals.
Presently, the service excels in playlist curation and creation, as well as social music sharing through