Anna joined the product marketing team for Spotify’s offering to artists and creators. Product marketing at Spotify represents the market in the product innovation process and is responsible for bringing new products to market in bold, creative ways. In this case, how should the product, from the four marketing P’s, be conceptualized?
As we know, product marketing depends on the 4 Ps which are product, price, place, and promotion. We will discuss ‘Product’ below:
The core products of Spotify are the music and podcasts which are made available to the people on their platform. It is digital content and the consumers can access their services on their mobile phones based on the type of account they have. They can even download the content for later offline use. Traditional forms of music required customers to buy equipment like DVDs or cassettes, which has now been eliminated by Spotify. The only way users can access music and podcasts are through their mobile phones.
Different types of accounts provided by Spotify come with different experiences to the consumers. For instance, Spotify premium enables consumers to download a variety of content of their choice as compared to free accounts. Users are only able to listen to content online in a ‘shuffle’ mode.