I used this case study for a problem-solving project-based learning experience I facilitated with some students working as summer interns at a local radio station. They used it to develop strategies to help the station attract listeners. The student interns were able to develop some cutting-edge marketing strategies after learning about Pandora’s successful marketing strategies. Their proposals were submitted to the radio station. Hopefully, they will be successful in attracting more listeners to the station. Thank to Nicholson for providing such a comprehensive case study.
Pandora.com is an internet based radio service that takes the listener’s personal preferences and provides them with user-specific music playlists. Pandora.com offers music by streaming personalized channels for each listener based on the pre-set preferences and feedback that he or she provides. Pandora internet radio has just over 100 million registered users, and 36 million monthly active users.
Pandora.com’s value proposition is basically providing mobility for its listeners and customization for both listeners and advertisers. According to Doug Sterne, Pandora’s VP of audio sales, “Today, people are constantly on the go, so mobile marketing is becoming an important part of the marketing mix. It all starts with the value proposition that Pandora gives people music they love that’s simple, easy and free. Advertisers can then serve relevant messages in this one-to-one environment that are hyper-targeted and provide immediate listener feedback”.
The company earns most of its revenue on advertising. It…
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