Case: Marketing Management at Pandora
Technological advances have changed the way consumers purchase, listen to, and share music, and music-streaming services are in a virtual arms race for their loyalty.
Internet radio company Pandora has staked a claim to be the market leader with its automated music discovery and rec-ommendation service, which has helped attract more than 200 million registered users.
Based on a listener’s musical selection, Pandora recommends other musical selections. Listener feedback to those recommendations and more than 400 different musical attributes judged by professional mu-sic lovers are combined and analyzed to suggest future songs. Pandora launched its smart-phone app in 2008, making its service available “anywhere, anytime.”
Now Pandora faces steep competition from Spotify and other rivals, each of which has unique features that may drive customer preference and loyalty
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