An Evaluation of the STP Strategy Used by Simply Piano by Joy Tunes PDF

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An Evaluation of the STP Strategy Used by Simply Piano by JoyTunes Name: Yijing Xie Student ID: 31843093 Tutor’s Name: Pingping Qiu Word Count: 1612

1.0 Introduction JoyTunes is a privately owned corporation that develops music learning software. This company devotes to creating mobile apps to help individuals learn the piano. By using MusicSense, an interactive listening system, these apps can assess users’ piano levels from the acoustic and give users’ real-time feedback. One of the most popular apps is Simply piano, which can guide its users to learn piano no matter the user is a complete beginner or someone who wants to learn piano on their own (Piano Apps, n.d.). This essay tends to demonstrate and analyze the STP strategy applied by Simply Piano. The following sections will determine the targeting strategy used by JoyTunes in the piano learning app market. Additionally, the specific target market for Simply Piano and the segmentation variables appealed to its target market as well as the positioning strategy for this product will be illustrated. Moreover, a perceptual map provided for the piano learning app market in the light of price and the number of songs will be analyzed.

2.0 Targeting strategy The differentiated strategy is effectively applied by JoyTunes. As described by Ferrell, Niininen and Lukas (2015), the differentiated targeting strategy means a company divides its target market into several segments and promotes different marketing mixes for each. JoyTunes’s target market is a heterogeneous market, which includes different levels of piano players. Thus, it has developed three apps for different market segments, which are Piano Dust Buster, Piano Maestro and Simply Piano. That means there are three kinds of marketing mix developed for market segments respectively. For starters, Piano Dust Buster is more suitable for kids without previous piano experience since it combines the piano’s fundamental knowledge and practices with games. Whilst, Piano Maestro was developed as an in-depth educational tool to learn piano. It includes more professional knowledge such as sight-reading, rhythm, technique, and much more. Its target market is the children who have started learning piano for a period and some teachers and families who want to use it to teach their children. By using Piano Maestro, teachers can 1

check daily progress reports to record progress in every lesson, and students can listen to teachers’ lessons directly in this app.

Particularly, the Simply Piano app has effectively used a differentiated strategy as well. On the one hand, this app is designed for any level, no matter they are complete beginners or senior pianists, which means it has diverse market segments. On the other, it provides different marketing mixes for each market segment following users’ goals. That is because when users set up accounts, the app will advise them to choose their levels of learning experience before sending appropriate profiles to them. These profiles can satisfy different customers’ needs so that it can create specific marketing mixes for each segment respectively. For instance, if selecting “Looking for something fun to do”, a profile that is interesting but simple will be sent to users’ devices. In contrast, if choosing “Learn the basics of the piano”, some courses and professional knowledge will be sent to the customer.

3.0 Segmentation variables The features of individuals and organizations used to separate the whole market from different segments are segmentation variables, which many marketers like to combine (Elliott, RundleThiele, Waller, Smith, Eades, Bentrott, ProQuest, 2017). The main purpose of market segmentation is to determine customers’ perceptions and estimate the demand for a potential product in any place (Haverila, 2013).

3.1 &3.2 Demographic variables & Geographic variables The first segmentation variable of Simply Piano is the demographic variable, which includes age and occupation. Firstly, although JoyTunes claims that Simply Piano is suitable for any age, its core users are children between the ages of 6 and 16 as well as adults from the ages of 20 to 27. That is because the best time for children to learn the piano is between the ages of 6 and 16 so that some parents will download this app to assist their kids to learn the piano. Additionally, most of the adults between the ages of 20 and 27 treat this app as an excellent way to show their

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skills by recording videos through this app. It is found that numerous recordings post on YouTube are from these adults. Secondly, most customers are piano teachers and students. Simply Piano is used to teach millions of songs each week by tens of thousands of piano teachers and students. Moreover, the second segment variable is the geographic variables. Simply Piano can be used in any country if people have a phone or an iPad. It is an app, so it is not restricted by geography.

3.3 Psychographic variable Psychographic variables are a significant part of segmentation variables as well. Simply Piano has used motives and lifestyles to divide its target market. As illustrated by Hunt and Arnett (2004), a company’s market is separated in terms of customers’ reasons for purchasing products when marketers use motives to segment their markets. Marketing efforts based on learning motives are likely to be a competitive advantage of a product (Gary, Adam, Denize, Kotler, 2015). With the improvement of living standards, evenmore individuals and families begin to seek high-quality entertainment. Playing the piano has become a satisfying entertainment for them. However, it is costly to hire a piano teacher to teach. They prefer to learn piano through apps since it is a low-cost way to learn piano. In addition to motives, Simply Piano also uses lifestyles to segment its market. Individuals and families who own a piano and play it frequently are willing to use Simply Piano to better their playing. For instance, they can use it to gain feedback to correct any deficiencies in their playing.

3.4 Behaviouristic variables Kotler and Keller (2016) claim that consumers can be divided by behaviors when they tend to purchase items, actually buy and use products. Behaviouristic segmentations of Simply Piano have helped it increase its usage rate. That’s because the company promotes this app in ways that satisfy customers’ needs according to their buying behaviors. For example, Simply Piano was designed for entertainment and simple teaching previously. Since its marketers found that evenmore people use the app specifically to learn piano, they decided to provide more professional

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teaching videos relative to scales and melody for users to learn. Hence, Simply Piano’s usage rate has been greatly increased through continuous improvement. Furthermore, Simply Piano uses benefit sought to segment its market. It is found that its customers always use it to hold a standard like a piano teacher in real life would. Therefore, the benefits customers want to gain is a standard when playing the piano and feedback for improvement.

4.0 Positioning Positioning is always regarded as a strategy that a company uses to direct its market in expected market segments (D'Souza & Weun, 1997). As described by Kotler, (2013), product positioning is consumers’ perception of products’ features, which can help customers to simplify their purchasing decisions. Compared with other competitors, Simply Piano has some unique benefits. The first one is that every lesson must begin with a recap. These recaps can help users refresh and deepen their memories if they take weeks off between lessons. Another advantage is that its practice mode allows customers to choose between numerous tempos. For instance, if an individual misses chords many times, they can slow down the tempo to play it right. These features are something that its competitors lack. However, it also has some shortages. Firstly, users cannot skip the section they do not want to learn so that they will find it difficult to complete the whole courses. Additionally, compared with Piano Marvel, it has few options for customization. An example of this is that although it allows customers to select between some tempos, customers cannot select their own tempos which are the most suitable for them. Thus, although Simply Piano has had some features better than its competitors, it needs a repositioning to promote these defects.

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5.0 Perceptual mapping 30,000

The number of songs

25,000 20,000 15,000 10,000 5,000 0 0 -5,000

5

10

15

20

Price ($) / Month (Billed 3 months) Simply Piano

Piano Marvel

Flowkey

This perceptual map aims to compare Simply Piano with Piano Marvel and Flowkey using the number of songs and price as criteria of evaluation. Price and the number of songs are the factors that consumers focus on when choosing a piano learning app. In the first place, Simply Piano provides customers almost 2500 songs for learning, which is more than Flowkey’s 1500 songs. However, the number of songs provided by Piano Marvel is 25,000, which is far more than 2500. It is argued that people can choose more styles and genres of songs to practice through Piano Marvel. Moreover, people who use Simply Piano should pay $14.99 per month, whereas people who use Flowkey and Piano Marvel should pay $12.99 and $15.99 per month respectively. It can be concluded that the more expensive the app, the more songs offer. Hence, Simply Piano has no absolute advantage in terms of price or the number of songs.

6.0 Conclusion & Recommendation In conclusion, after analyzing JoyTunes’s targeting strategy, Simply Piano’s target market, segmentation variables, and positioning, it can be found that JoyTunes has effectively used differentiated strategy to develop its target market. In addition, Simply Piano has clearly segmented its markets based on age, occupations, motives, lifestyles, usage rate and the benefit sought, and it has successfully given itself a proper position in the piano learning app market.

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Furthermore, the perceptual map has compared Simply Piano with its main competitors, Flowkey and Piano Marvel, in terms of price and the number of songs. It shows that Simply Piano’s price and songs have no significant advantages. It is recommended that Simply Piano should provide more songs for practice in the future, and marketers should design it to be more customizable for users.

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References D'Souza, G., & Weun, S. (1997). Assessing the validity of market segments using conjoint analysis: JMI. Journal of Managerial Issues, 9(4), 399-418. Retrieved from https://searchproquest-com.ezproxy.lib.monash.edu.au/docview/194164509?accountid=12528 Elliott, G., Rundle-Thiele, S., Waller, D., Smith, S., Eades, L., Bentrott, I., ProQuest. (2018). Marketing (4th edition. ed.). Milton, Qld. : Wiley. Retrieved from https://ebookcentral-proquestcom.ezproxy.lib.monash.edu.au/lib/monash/detail.action?docID=5049568 Ferrell, O. C., Niininen, O., Lukas, B. (2015). Marketing Principles (Second Asia Pacific edition ed.). South Melbourne, Victoria : Cengage Learning. Retrieved from https://ebookcentralproquest-com.ezproxy.lib.monash.edu.au/lib/monash/detail.action?docID=1991003

Gary, M., Adam, S., Denize, S., Kotler, P. (2015). Principles of Marketing (6e. ed.). Melbourne, VIC : Pearson Australia. Retrieved from https://ebookcentral-proquestcom.ezproxy.lib.monash.edu.au/lib/monash/detail.action?docID=5220573

Haverila, M. J. (2013). Market segmentation in the cell phone market among adolescents and young adults. Asia Pacific Journal of Marketing and Logistics, 25(3), 346-368. doi:http://dx.doi.org.ezproxy.lib.monash.edu.au/10.1108/APJML-07-2012-0064 Hunt, S. D., & Arnett, D. B. (2004). Market segmentation strategy, competitive advantage, and public policy: Grounding segmentation strategy in resource-advantage theory: AMJ. Australasian Marketing Journal, 12(1), 7-25. Retrieved from https://search-proquestcom.ezproxy.lib.monash.edu.au/docview/199330650?accountid=12528 Kotler, P. & Keller K. L. (2016). Marketing Management (Global edition. ed.). Boston : Pearson. Retrieved from https://ebookcentral-proquestcom.ezproxy.lib.monash.edu.au/lib/monash/detail.action?docID=5187152

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Kotler, P. (2013). Marketing (9th ed., ninth adaptation edition ed.). Frenchs Forest, NSW : Pearson Australia. Retrieved from https://ebookcentral-proquestcom.ezproxy.lib.monash.edu.au/lib/monash/detail.action?docID=5220666

Piano Apps. (n.d.). Retrieved from JoyTunes: https://www.joytunes.com/apps

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