MusicWorld - Redefining Indian Music Retailing

Case Studies in Business Marketing

ICMR HOME | Case Studies Collection

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

To download MusicWorld - Redefining Indian Music Retailing case study (Case Code: MKTG033) click on the button below, and select the case from the list of available cases:

For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Marketing Case Studies
Marketing Management Short Case Studies
View Detailed Pricing Info
How To Order This Case
Business Case Studies
Case Studies by Area
Case Studies by Industry
Case Studies by Company

Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

<< Previous

"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

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.

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.

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 - Next Page>>

1] In September 2002, Rs 48.50 equaled 1 US $.

2] 2000-01 figures.


Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Text Books, Work Books, Case Study Volumes.