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Subject category: Marketing
Authors: A Mukund
Published by: IBS Center for Management Research
Published in: 2003

Abstract

The case examines the strategies adopted by MusicWorld, a group company of the diversified Indian business house of Rama Prasad Goenka (RPG). The chain became India''s largest chain of music retailing stores within a short span of time. The case discusses the background of the players who set up MusicWorld, that is the RPG group and Saregama, and their role in establishing MusicWorld as the largest music retailing store network in India. The marketing strategies adopted by the company, especially on the retail format of the store and the promotion front, are also explored in detail. The case is structured to enable students to: (1) determine the various issues involved in the marketing of ''music'', and the scope and potential of organised retailing in the business; (2) discuss the issues that need to be taken care of while setting up a retail outlet for consumer goods in general, and music-related products in particular; (3) understand the nature of the Indian music industry and the role played by Saregama in making MusicWorld a very strong player, in terms of many innovative initiatives including on-line music retailing; and (4) understand the implications of the intensifying competition in the industry and the ability of MusicWorld to capitalise on its first mover advantage and enhance its market share. The case is aimed at MBA/PGDBA students, and is intended to be part of the marketing curriculum.
Location:
Industry:
Size:
Large
Other setting(s):
Mid-1990s to 2002

About

Abstract

The case examines the strategies adopted by MusicWorld, a group company of the diversified Indian business house of Rama Prasad Goenka (RPG). The chain became India''s largest chain of music retailing stores within a short span of time. The case discusses the background of the players who set up MusicWorld, that is the RPG group and Saregama, and their role in establishing MusicWorld as the largest music retailing store network in India. The marketing strategies adopted by the company, especially on the retail format of the store and the promotion front, are also explored in detail. The case is structured to enable students to: (1) determine the various issues involved in the marketing of ''music'', and the scope and potential of organised retailing in the business; (2) discuss the issues that need to be taken care of while setting up a retail outlet for consumer goods in general, and music-related products in particular; (3) understand the nature of the Indian music industry and the role played by Saregama in making MusicWorld a very strong player, in terms of many innovative initiatives including on-line music retailing; and (4) understand the implications of the intensifying competition in the industry and the ability of MusicWorld to capitalise on its first mover advantage and enhance its market share. The case is aimed at MBA/PGDBA students, and is intended to be part of the marketing curriculum.

Settings

Location:
Industry:
Size:
Large
Other setting(s):
Mid-1990s to 2002

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