Analysis of Marketing Concepts Applied in Spotify Kids Application

This report analyzes the marketing concepts employed by Spotify in launching its Spotify Kids application in Australia. The application targets children over three years old, offering curated playlists and access to various music genres and content. The report highlights the application of marketing con...Read More

Running head: MARKETING CONCEPTS
MARKETING CONCEPTS
Name of the Student
Name of the University
Author Note

1MARKETING CONCEPTS
Discussions
Spotify has launched an application for the kids known as Spotify kids in order to
reach the customers those are kids so that they can increase their business and their revenue
as well. This application is launched in Australia. The kids above 3 years older can use it.
Every market in Australia will have admittance to more than 130 playlists those are curated
carefully. The playlists include favourites for the kids from Nickelodeon to Disney. For the
Continent of Australia, the application has a collection of various songs of various genres
(Holtz et al 2020). People can also find local music on the application of various bands and
single artists. The parents can use the application and it has various songs of rock bands. This
new application that is the Spotify Kids is totally a new concept of Spotify and the main
consumers or the clients are the kids. This is an important marketing strategy for the company
and it will help them to satisfy the requirements of customers those are the kids. There are no
such application that provides such entertainment to the kids that is online cartoons and
online video streaming. The company will be have increased revenue and the accounts of the
parents will not be used any more (Jacobson et al 2016).
The company has applied the concepts of marketing in order to reach their target
customers those are the kids. They already have a separate application that is used by millions
of people. However, this application is targeted mainly for the kids and can be used by the
parents for listening music and watching videos. The kids can watch their favourite cartoons.
This is an important marketing step (Tricahyono, Utami and Safitri 2019). Millions of kids
will use the application and the company knows that more the application is downloaded
from the reviews more will be revenues and the positive reviews will help the company to
reach other customers around the world. They should launch the application in various other
countries other than Australia. They have used the concepts of marketing while launching this

2MARKETING CONCEPTS
application in the Continent of Australia. The concepts of marketing is a philosophy that the
Spotify must assess in order to know the requirements of the customers and then they should
make some appropriate decisions in order to satisfy the requirements better than the
competitor of the Company (Armstrong et al 2016). There are various competitors of Spotify
including Apple music, Pandora, Saavn and many more. They all provide online streaming
music services to the customers. This application for the kids will help the company to
provide a competitive advantage from its customers. The importance of the marketing
concepts is the concern for the requirements and the wants of the customers. The new
application of Spotify will help to satisfy the requirements of the kids that are they can watch
their favourite cartoons and listen to music. Their parents can watch and listen to their
favourite rock bands. Therefore, both the requirements of the kids and the parents will be met
(Vonderau 2019).

3MARKETING CONCEPTS
References
Armstrong, G.M., Kotler, P., Harker, M.J. and Brennan, R., 2018. Marketing: an
introduction. Pearson UK.
Holtz, D., Carterette, B., Chandar, P., Nazari, Z., Cramer, H. and Aral, S., 2020. The
Engagement-Diversity Connection: Evidence from a Field Experiment on Spotify. Available
at SSRN.
Jacobson, K., Murali, V., Newett, E., Whitman, B. and Yon, R., 2016, September. Music
personalization at Spotify. In Proceedings of the 10th ACM Conference on Recommender
Systems (pp. 373-373).
Tricahyono, D., Utami, L.W. and Safitri, W., 2019, May. The Impact of Viral Marketing on
Consumers’ Intention to Use (Case study: Spotify Indonesia). In 1st International Conference
on Economics, Business, Entrepreneurship, and Finance (ICEBEF 2018). Atlantis Press.
Vonderau, P., 2019. The Spotify effect: Digital distribution and financial growth. Television
& New Media, 20(1), pp.3-19.