MusicWorld - Redefining Indian Music Retailing
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Case Details:
Case Code : MKTG033
Case Length : 12 Pages
Period : 1997 - 2003
Pub Date : 2002
Teaching Note : Available
Organization : Music World Entertainment Ltd.
Industry : Films and Entertainment
Countries : India
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"India, unlike other countries, has a very strong culture of music. It is not creativity and talent which have been issues in this market, but piracy and retail."
- Raghu Pillai, CEO, MusicWorld, in August 1999.
Wooing Music Lovers
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In April 2000, the popular Hindi movie actor Hrithik Roshan (Roshan) visited Kolkata in West Bengal as part of a promotional exercise undertaken by the music retailing company, Music World Entertainment Ltd. (MusicWorld). Little did MusicWorld know that this move would throw some parts of the city out of gear. The filmstar, riding high on the success of his maiden film had just become a national craze. Mobs of frenzied fans thronged the company's outlet, leading to traffic jams. MusicWorld on its part had devised a well-planned marketing gameplan. Roshan interacted with the crowd, urging people to buy the music cassettes/compact discs (CDs) of his film.
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Needless to add, the sales of the outlet soared high, establishing MusicWorld very firmly as the one-stop shop for the city's music lovers. In the very first week, the store recorded sales of over Rs 2.5 million1. MusicWorld, a part of the Rs 65 billion2 Rama Prasad Goenka (RPG) group of companies, carried out similar promotional exercises at many outlets across the country.
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In a very short span of time after its launch in the mid-1990s, MusicWorld had reportedly become a major factor that changed the way music was sold in India. Prior to the introduction of organized retailing, music cassettes and CDs were sold through a huge network of distributors and retailers spread all over the country.
These ranged from small kiosks to general stores that 'also sold music,' and from gift/stationery and electronic goods shops to localized chains of music stores. Though there were outlets such as Rhythm House in Mumbai (Maharashtra), Sangeet Sagar in Hyderabad (Andhra Pradesh) and Rhythms in Bangalore (Karnataka), they focused only on the cities in which they existed. |
MusicWorld - Redefining Indian Music Retailing
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