The success of music marketing traditionally has been determined by the power of the musicians artists and the consumers. However there had been a quantum change in the power recently thanks to the increased use of information and communication technology. The music industry had long held the power to control the development of the marketing, but the advent of the internet and the technological advancement in the information and communication technology has allowed the artistes and consumers to take power of their own. There were initial apprehensions about the impact of the internet on the marketing of the music industry due to the presence of file-sharing and peer-to-peer networks that might hinder the growth of sales of the music products. However it so happened that the internet has opened up a sea of chances for the growth of the marketing of the music products through the development of new retail channels for consumers as well as for the artistes to take advantage of the increased customer net work. This marketing channel has made much more music available to a much wider and larger set of audience and consumers. Punjabi music and songs have been estimated to originate between the 14th and 15th century, as folklore with the farmers composing songs in their own dialects and tunes. There are different varieties of Punjabi music that enthrall the music lovers. The Punjabi music market had grown with the time by selling the products through recorded cassette tapes and then through the medium of compact discs. With the passage of time the internet marketing has taken over the reins and the industry developed with newer and improved technological means of marketing the ancient cultural treasure. The internet marketing has proved to be an effective platform for the Punjabi music to gain popularity not only in India but throughout the world. There is a huge difference in the marketing strategy and approaches of the Punjabi music industry before and after the introduction of internet as a marketing medium. Internet marketing has made the industry to constantly work on finding new strategies to develop the marketing efforts. While originally it was apprehended that features like file sharing and peer-to-peer networks will hamper the growth of the sale of Punjabi music products, there were no such hindrances in reality and the industry is growing day by day with the introduction of new and improved music themes. With the help of internet marketing the purchasing of music products has improved considerably and this has increased the customer needs and preferences. In this context this study looks at the contribution of internet marketing to the growth of sale of Punjabi music products and how internet has helped the music industry to introduce new and improved methods of marketing. The scope of the study is to review the development of the Punjabi music industry over the period of time along with the development of the internet marketing concept. The study also analyses the problems in the music industry associated with the development of the internet market. 1. 1 Research Objectives While looking at the overall development of the internet marketing of the Indian Punjabi music the study has other objectives like 1. Comparing the differences in the marketing approaches prior to the introduction and development of the internet marketing and the present day approaches backed by internet marketing. 2. Exploring the available present and future technologies that can help the music industry grow 3. Analysing the impact of these technologies on the conduct of business and development of marketing for the music industry in general 4. Reviewing the response of the music industry to the technological developments 5. Assessing the impact the internet marketing had on the consumer preferences and tastes in the context of the music industry in general and Punjabi music in particular 6. Assessing the impact of file sharing and peer-to-peer networks on the internet marketing of the music products. 7. Assessing the possibility of turning the illegitimate music routes to legitimate saleable propositions. 1. 2 Research Scope The study intends to review the development of the marketing concept of the music industry in general and the Punjabi music in particular over the period of time till the introduction of the concept of internet marketing and how the marketing concepts have changed over time. This can be seen from the changes in consumer preferences over the time in them asking new and more improved ways of listening to the music without losing the quality of the music. Examples in this connection are the I-pods and MP3 concepts. The findings of this study will greatly interest the music lovers as well as the music industry because some interesting information on the E-marketing strategies would be evolved which can help them to adapt to the latest developments in the technology. The study will also extend to the analysis of the reasons and extent of piracy prevalent in the music industry and the scope for converting such piracies to saleable propositions. Overall the study aims at reviewing the growth of the music industry over the period of technological improvements. 1. 3 Research Questions This study attempts to answer the following research questions among other things: 1. What is the impact of technological developments in the marketing growth of the music industry in general and Indian Punjabi music in particular? 2. What are the changes in the consumer preferences in respect of the music products with the development of internet marketing in the music industry? 3. What are the chances that piracy in the E-marketing can be contained with respect to the music products? 1. 4 Structure of the Dissertation In order to make a cohesive presentation this dissertation has been divided in to different chapters. Chapter 1 makes a brief introduction to the readers about the background of the Punjabi music and the internet marketing being the subject the thesis is going to deal. This chapter also outlines the objectives of the research and sets the questions that the research intends to find answers. Chapter 2 makes a detailed review of the available literature on the internet marketing of the music products and the associated issues with a view to familiarize the readers to the discussions on the core subject of the paper â€˜Impact of Internet on Indian Punjabi Music Industry: An overview on the Internet Marketing of the Music Productsâ€™ . Chapter 3 presents an account of the research methodology that was adopted to gather the information and data needed for the completion of the research along with a justification for the chosen method of research. The findings of the research and an analysis there of constitutes Chapter 4. Some concluding remarks recapitulating the issues discussed forming the content of the text is presented in the final chapter 5. There were certain limitations of this research which are mentioned in the concluding chapter. Chapter 2 Literature Review The scope of this chapter extends to the presentation of a review of the available literature on the subject of the impact of the internet marketing on the Indian Punjabi music industry. While reviewing the literature on this particular subject the study also extends to an analysis of the impact of E-marketing on the music industry and its products. 2. 1 Indian Punjabi Music â€“ a Background As observed earlier the origin of the Indian Punjabi music dates back to the 14th or 15 the century. Developed as folklore the music had the exquisite character of instilling energy and rhythm in to the lives of those who sing these songs. There are a number of varieties of Punjabi songs like â€œbhangara, jhumar, luddi, giddha, julliâ€ and so on. The music had a vibrant style which made it popular in the world and with the migration of the people the music also travelled westwards. With the fascination for this kind of music the Punjabi music and songs have acquired a greater significance in the international world of music. Music charts are being prepared with the flavor of this Asian culture. The Punjabi music has developed to such an extent that it is compared with other popular music like rock and reggae. Even European songs are infused with the mixture of the Punjabi music and songs and have attracted music lovers all over the world. (Indian Child) 2. 1. 1 Development of Indian Punjabi Music â€˜Bhangraâ€™ one of the traditional forms of Indian Punjabi music has become increasingly popular in the Western music cultures over the period. With a tradition of more than 500 years old â€˜bhangraâ€™ which was performed during harvest festivals was increasingly being performed in weddings and other joyous occasions like New Year celebrations. According to Asia Today though the Indian Punjabi music â€˜bhangraâ€™ is still performed in its traditional form, in recent years the music has taken new versions in the form of â€˜remixes, film songs, hip-hop, reggae and house musicâ€™ and through these new forms has developed a growing Western audience in the regions of Europe and North America. The music has seen its developments in the UK during the 1970s when it started influencing the British club scenes. The development of the music has been accelerated due to the presence of a large section of South Asian Diaspora especially belonging to the second generation youngsters in the whole of Europe and more specifically in the UK. In the recent past â€˜bhangraâ€™ has reverted back to its original drum beats and it is sure that this music will enthrall more audience world wide in the years to come (Asia Today)
Case Analysis Part 1 Introduction Case 7 of the textbook titled Essentials of Strategic Management looked at the video game pioneer Nintendo. The title of the case is Nintendo's Strategy in 2009: The Ongoing Battle with Microsoft and Sony and was written by Lou Marino and Sally Sarrett. The case begins by describing how Nintendo faced serious competition from Sony and Microsoft in the video game market. As Sony had created the Playstation and Microsoft came out with the Xbox, Nintendo had taken a backseat in terms of new video game consoles.Through the years however, Nintendo had created many popular devices used for gaming such as the Nintendo 64 and numerous versions of the DS. As Nintendo prepared to release the Wii game system, many said that it lacked the graphics and user experience that their rivals had and it appeared as though it would be a market flop. To the surprise of many critics and competing companies, the Wii was a huge success setting records for total sales.Currently Nintendo is seeing reduced demand and reduced sales due to the recession but they continue to release new features and games and analysts say that â€œthe only limitations of the system were the limitations of the designer and the user-leading most to believer they considered the possibilities endlessâ€ ( ). Nintendo's Strategy In it's early years, Nintendo's strategy was to bring video game experience most commonly found in public venues such as the Donkey Kong arcade game into the users home.This differentiation strategy proved highly successful for Nintendo as they were the first to give the user an affordable gaming console with many different games available for the Nintendo Entertainment System or NES. This continued with the release of numerous versions of the Game Boy and Nintendo DS as users could take their games with them anywhere they went which was unheard of from rivals such as Sony and Microsoft at the time. As competition grew with Sony, Sega, and Microsoft, Nintendo's strategy seemed to move towards a cost strategy. They began creating onsoles such as the GameCube to compete with disk operated consoles by their competitors but at a cheaper price. This move turned out to be unsuccessful for a number of reasons, the main one being their lack of graphic capabilities. From here Nintendo began differentiating themselves again. Nintendo set out to design a console that would revolutionize the way people played games and the Wii was born. People that had never played video games before such as women and the elderly could now find games suited for them that were easy to understand and fun to play.Users could play games that got them up and moving to promote a healthier lifestyle as well as interact with others. For Nintendo to be successful in the future, this differentiation strategy appears to be the best route to follow. Strategic Leadership The strategic leadership surrounding the Nintendo organization appears to be ahead of their time in some aspects. Although they are not coming out with consoles directly aimed at competing with that of Sony and Microsoft, they are however releasing cutting edge technologies into their products.From the dual screen on the DS which allows users to sync up with others to play head to head to the Wii with a Bluetooth activated controller, Nintendo is constantly changing the video game industry. The marketers at Nintendo understood that â€œtoo many powerful consoles can't coexistâ€ because they would eventually lead to their own collapse ( 375 ). By creating something completely new for users that rivals aren't reaching, Nintendo was able to gain control of a relatively untouched market segment. Nintendo is known for its differentiation from the normal gaming systems and this attracts a completely different crowd than Sony and Microsoft.Stakeholders in the Nintendo company know this and this is what ultimately attracts them to their organization just as the stakeholders for Sony or Microsoft are attracted to the strategies of competing to be the best in terms of graphics and realistic gaming experience. If Nintendo was to change and try to compete on the same levels as Sony and Microsoft, they would more than likely lose many of their investors because this differentiation is what keeps Nintendo ranking among the top gaming companies.