alue of the Napster brand, and our revenues could suffer if we are not able to maintain its high level of recognition in the digital music sector and c) We may not successfully develop new products and services” (Napster, 2010). These have been chosen from the list as provided in the case.
A set of recommendations have been set out for the company based on the above mentioned risks. Firstly, to improve the customer retention and to use churn models along with customer relationship marketing to reduce the customer attrition to a great extent. Secondly, it is advisable that the company considers a brand extension to be able to keep up their market position and brand image.
Napster has brought about a new brand and a very useful programme for friends and family to share music online in a simpler and effective manner. The company was started in 1998 and 1999 by a young Shawn Fanning and the system was then known as Peer to Peer. Although the company only operates within United States, the company was a big hit among the customers and there was a clear interest in people across the world as this was a very effective way of sharing music online. However, the success of the company was short lived and the company was faced with a number of lawsuits by the recording companies and others.
The main aim of this paper however is to focus on the marketing techniques and marketing mix of the company and to assess the company’s marketing mix. The paper will deal with each of the 7 P’s of marketing and will evaluate the company’s performance based on the same. Also the paper will develop strategies for the company to be able to deal with the perceived risks and will help provide recommendations to the company. The next section will deal with the evaluation of the marketing mix used by the company.
The aim of this section is to discuss the 7 P’s of marketing and the position of Napster in the markets based on the 7 Ps. The section provides a clear analysis of the