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Segmentation Targeting Positioning: Spotify

Spotify aims to develop an STP (segmentation, targeting, positioning) model. It segments the market based on geography and demographics. Two key targeted segments are identified: non-English speaking 15-30 year olds, prioritized due to large population size and ability to generate revenue; and English speaking 15-30 year olds, also large in population and easy to market to. Spotify positions itself for these segments by offering more regional songs at affordable costs for non-English speakers, and more high quality songs from new artists for English speakers.

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Sarthak Theurkar
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1K views7 pages

Segmentation Targeting Positioning: Spotify

Spotify aims to develop an STP (segmentation, targeting, positioning) model. It segments the market based on geography and demographics. Two key targeted segments are identified: non-English speaking 15-30 year olds, prioritized due to large population size and ability to generate revenue; and English speaking 15-30 year olds, also large in population and easy to market to. Spotify positions itself for these segments by offering more regional songs at affordable costs for non-English speakers, and more high quality songs from new artists for English speakers.

Uploaded by

Sarthak Theurkar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Segmentation

Targeting
Positioning
of SPOTIFY

Sarthak Theurkar
102119068
STP MARKETING MODEL
FOR SPOTIFY
Spotify is digital music and podcast streaming service
that gives its users access to millions of songs and
podcasts from artists all around the world. It has 30%
market share of music streamers around the world.

This presentation's main objective is to develop a STP


model for Spotify.
Segment the market based on customer needs
Segmentation Can be based on numerous categories. For example
geography, demographics etc.

Determine the attractive segments to target them.


Targeting Target segments can be decided considering various
factors.

Positioning Develop unique proposition based on segment's needs.


Spotify

Listeners in english speaking countries Listeners in non-english speaking countries

With emergence of music streaming service,


Statistically more rich and therefore access number of listeners that are interested in
to phone and internet connectivity is easier. international artists that perform in languages
This segment will majorly listen to english other than english around the globe has increased
songs and podcasts only This segment will need english as well as regional
language songs as well,

3-14 15-30 31+ 3-14 15-30 31+


Listen to songs Access to phone More prone to
Access to phone Listen to songs Less tech savvy
and internet
with adult but less prone to with adult listen to english as but more prone to
connectivity.
supervision More prone to use spotify supervision well as regional listen to other
listening english language songs. language songs
songs
Targeting
After examining segmentation, we can say that following will be the targeted segments

Non-English This segment will be the priority segment as it is


the most populous and has ability to garner more
speaking revenue.
But access to stable internet connection may be
15-30 a problem.

English Speaking 2nd priority as, they are large in population and
due to their geographical location, easy to reach
15-30 and market to.
Positioning
Considering each segment's needs following can be the positioning for the particular
segments:

Non-English More number of regional songs

speaking Affordable cost


Attractive and customizable app
15-30 Ability to download music

English Speaking More number of songs with higher quality

15-30 New artists


Thha
annk
k
T
y
yoou
u!!

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