멜론 레포트(결론까지)2 제출

New Media Advertis-ingPlan book :Melon

이은주 · 권지현 · 최예림 · 이경진 · 최지영 ·

홍서정

Index

I. Situation Analysis

1. Introduction of Melon

2. Market information

3. Marketing Research

II. The Solution: Digital Touch Point Design

1. Social media

2. Mobile media

3. OOH media

4. Emerging Digital media

III. Conclusion

1. Introduction of Melon

Melon is No.1 on-line music sales service in Korea.

Loen entertainment have been managed ‘Melon’ since 2009.

They offer ubiquitous music platform through various devices like PC, mobile, or smart TV.

Through Melon, consumers can see various music charts easily.(For example, total music chart, real-time chart, genre chart)

Also ,Melon holds an annual celebration which called “Melon awards”. It has become the one of the biggest music festivals in Korea.

Now, melon is leading trend in Korean On-line music market.


-Now, domestic smart phone user recorded 30 million.And this phenomenon leads growth of ‘On-line music market’. -Last year, the size of domestic music market was 8 hundreds and 50 million dollar and it registers 10.2 growth rate as the yearly mean. -‘Korean On-line music market’ seems to be extended consistently and it is expected to reach 14 hundreds dollars in 2016.

-Music applications like ‘Melon’, ‘Bugs’ , ‘Naver music’ have steadily increased profit. On investigation, the number of people who enjoy music on mobile was double than people who enjoy music through cable web.

The center of music industry is moving from ‘Off-line’ to ‘On-line music market’. The growth of On-line music market seems to be continued in the future.


2. Market information of Music industry

Digital music indus-try

Global Recorded Music Market Prospect(2011)

(Source: PwC)

-Melon’s domination is remarkable in domestic online music service market.

-Melon’s market share recorded 59% it made a big gap comparing with ‘M-net’ that holds second share in music service market.

-It seems that ‘Melon’ keeps its position as strong site of music service market up to now.

-Melon’s influence is expected to get higher in all area of a sound source sale, circula-tion , and production.

-Many other music service companies are growing also. ‘KT’ is on the process of enhancing its music business and NAVER music’s share have increased continually.

2. Market information-Market share


▪ Korean Online Music Ser-vice Market Share(2012)

Melon

(Source: shinhan investment stock)

-‘MNET music’ holds the second rank in on-line music market so it is strong rival.

-It provides ‘HD music 2.0’ that offer high-defini-tion picture and original studio sound for differentiation.Furthermore, ‘HD music 2.0’ provide Mnet’s all program for free.

-MNET music hold ‘Mnet Asian Music Awards’. It lasted over 10 years, and it successes annually. So this festival introduces MNET music brand to global people.

MAMA HD music 2.0


2. Market information-Competitor Analysis

1. Mnet 2.Bug’s

-’Bugs’ was a illegal free music download site. However, they changed service to high quality charging streaming site.

-In 2013, Bugs recorded the third best music site. It brings out only for smart phone, since bugs user’s 75% use smart phone for listening music.

Furthermore, ‘Bugs’ schedules to start new service ‘kakao music’ using kakao talk.

‘Kakao music’ is music service that combines social + music. User can listen to music with friend through ‘Music look’.

-Therefore, Bugs would get the powerful platform by cooperating with Korean first mobile messenger Kakao talk and Kakao story.

kakao music

Melon’s main target is 1020’s, youth generation.

This generation’s characteristic is that they are trend leader.

So melon is focusing on their trendy life style.

Also, ‘User age distribution on smart phone in South Korea’ indicates that many of 10-20’s have

smart phones. Those young people who use smart phones are the leader of digital music industry.

Therefore, melon needs to increase mobile promotion for 1020’s.

▪User age distribution on Smartphonein South Korea

▪User gender/age distribution on Melon


2. Market information-Target Anal-ysis

•Marketing Goal

3. Marketing Research-Current marketing strategy

The goal of Melon’s marketing communication is to inform

their ubiquitous music streaming service, which enables

users

to play music anytime and anywhere.

•Key Message

Melon’s key message is “My Music, My Life”

This means that Melon adds music to your daily life.

That is, the ordinary daily life becomes a music video with Melon.


•Marketing Strategy -ATL

Melon TVCF – ‘Sung Jun’ ver. 30s

Melon TVCF – ‘Go Ah Sung’ ver. 30s

Melon launched new TVCF-”My Music, My Life”.

These 2 versions of TVCF include each person’s day of life. It shows several aspects of young generation’s trendy lifestyle with Melon music.



•Marketing Strategy -BTL

Melon is now running an SNS event to enhance new TVCF.

•The advantage of this event is that marketers can use

paid/owned/earned media (TVCF/Website/SNS) at the same time.

However, the participation rate is low,

since the event is fail to interest people. (Source: Melon web-site)

• People can enter for an event by spreading Melon’s TV CF and making film by using facebook and twitter. If they spread this event widely, they would have more chance to get Melon party ticket.



-Touch point: SNS

-Key characteristics: 1)New platform for finding music people want.

2)High accessibility because its method is SNS(Facebook)

- Rationale: Facebook is powerful SNS for our core targets. This new platform using Facebook hashtag can be good method for customer acquisition.

-Advertising strategy1) First develop new platform of hashtag ‘#M: location’.(M is short for Melon.)2) Users can upload their music which they want to recommend on SNS with hashtag.3) Let people recognize that when they want to get recommendation of music, they just input #M:

location(where they are now located) to Facebook search bar.

-How it worksFacebook user A listens music in daily life. A is doing exercise in health club. At the same time, he is listening music with melon. He can upload his music on his timeline and he adds hashtag like '#M: health club'. When other users input '#M: health club’ to search bar, he can find music which is uploaded by user A.

-EffectWhen people are doing something in daily life with music, anywhere can be good location for listening music. People will recognize that if they want to find music related to their lo-cation in daily life, they just put ‘M#: anywhere’ in search bar. Anywhere can be part of music video. Of course, this can be possible with melon. So the final is: when people want to listen music, they finds melon in daily life


1. Social Media

카페에서 듣기 좋은 노래는 ?

II. The Solution: Digital Touch Point Design2.Mobile Media-(1)

-Touch point : ibeacons

-key characteristics : Hyper-local locating system which can broadcast diverse contents to all compatible devices in range.

LBS+Mobile Audio Adver-tising

-Rationale: This strategy is designed to increase awareness of current advertising campaign. Location based marketing is needed to deliver personalized experience of “My Music, My Life”.

1 Cooperate with local stores and install ibeacons offered by melon. (café, shopping mall, health club..etc.)

2 Stream situation-based music recommended by SNS fans.

3 Insert audio advertising between the streaming-”My Music, My Life”, “A moment of music, Melon”

4 Give “1-month free coupon” for 100th customer who use streaming service by ibeacons.

-Effect:

1.Let people know the current advertising campaign by inserting audio advertising.

2. Notify our advertising concept indirectly by providing location based music streaming service.

3.Draw new customers by offering free streaming service.

-Advertising strat-egy:

II. The Solution: Digital Touch Point Design2. Mobile Media-(2)

-Touch point : Mobile devices(Smartphone, Tablets..)

-key characteristics : 1. Time and location flexibility (always on – less time and spatial restriction / personal and intimate nature – targeting possi-bility) -> People can find music anytime. 2. It can reflect unique user experience

Brand application + Audio ac-tivation

-Rationale: This strategy is designed to increase awareness of current advertising campaign. this application will make people feel closely connected with music.

1. Develop an application likes Shazam.

(when people activate this application, they can find what this music is through application.)

2. While people wait to find the music, they can watch melon CF.

3. After people find music through application, they can buy the music in discounted price. (if they buy the music directly.)

-Effect:

1. Let people know the current advertising campaign by inserting video advertising when people

wait.

2. Notify our advertising concept indirectly by providing music search service anytime.

3. Increasing melon users by offering discount coupons


II. The Solution: Digital Touch Point Design3.OOH Media

-Touch point : Digital Sig-nage

-key characteristics : 1. Through Media Pole that advertising delivery medium, people exposure brand 'Melon'.2. Through game with ringing bell and media pole, people can participate actively Melon's advertising cam-paign.3. Campaign combined OOH, Mobile and SNS can permeate person's daily life.-Rationale: This campaign has goal that in daily life through game, people encounter Melon's advertising and ap-preciate.It can be appreciated more effectively because this combines digital signage, mobile and SNS.

1. Makes a new rhythm game like 'Tapsonic' that beats time of music.

2. Distribute game tools centrally ibeacon cooperating store. (Ringing bell in cafe, Media pole in other

places)

3. Through Melon SNS, we can play game with shared music.

4. In game, writing is inserted-' 일상에 음악을 더하다 '.

5. When person acquires certain score, he can get that music.

6. People can decide grade with his friends, they can share score in SNS..-Effect: 1. People, in street or cafe (for waiting coffee), can exposed Melon's advertising campaign with OOH.2. Through game service, people can participate Melon's advertising campaign in daily life without repul-sion.3. Because this advertising campaign compensates music, people participate actively it, so it increases rip-ple effect..



4. Emerging Digital Media (1)

Location AR-AR browsers

-Touch point: smart phones, Tablets and Wearable devices

-Key Characteristic: Shows the location of store that

may not be within direct line of sight

-Rationale: The cooperated stores need to be informed to the people.

-Advertising strategy: People can see the store where the melon streaming service is available when

they find location by AR browsers(ex. Layer, wikitude.etc). For example, if someone search “cafe” by AR

browser, the melon sign will be showed up together with the information of nearby cafe.

-Effect: This simple tactic will enhance our previous strategy by informing the location of the cooper-

ated stores.


4. Emerging Digital Media (2)

-Key Characteristic: People can add a digital layer

to the real world to represent themselves.

Outline AR -TAT augmented ID

-Rationale: This strategy is designed to offer ubiquitous music streaming environment through augmented

ID .

-Advertising strategy: Consumers can add a Melon application on their public profile and share their

music with others. They can show their playlist or recommended music to the friends. The songs will be

offered for free to the charged members.

-Effect:

1. Consumers will be experience new type of music service sharing their own music with friends.

2. Adding melon app on their public profile enhance “My Music, My Life” indirectly.

-Touch point: smart phones, Tablets and Wearable

devices

Social media

-New platform using

hashtag (hashtag is

based on location)

Mobile media

-ibeacons based on LBS

-Brand App which finds

music title

OOH media-Rhythm game

through digital

signage

Emerging digital media-AR browsers finding location related with melon-TAT augmented ID

Daily Life

Our solutions are based on daily life. Melon advertising campaign also focuses on daily life. Their slogan is ‘My life My Music, Melon’.We just want to let people know melon is always prepared in their daily routine. So most our so-lutions are related with location. Our goal is people recall melon if they want to listen music, share their music, find music title, enjoy rhythm game. Then it will be naturally leads increasing awareness of melon’s advertising campaign.

1 Social media: people upload music with hashtag #M: location. This loca-tion is where they located in. 2 OOH media: people can enjoy rhythm game with digital signage(ringing bell or media pole). Selected music are the music up-loaded by SNS user with hashtag.

3 Mobile media: people can use streaming service music which is rec-ommended by SNS user through ibeacons.

4 Emerging digital media: people can find place where streaming service is available with AR browser.Or people represent their recom-mending music with augmented ID.

III. Conclusion

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