A. Situation Analysis: understand the company, its environment and customers

1. About the company

a. Brief background

b. Corporate mission, vision, and objectives

c. Corporate-wide marketing objectives and goals

2. Internal Environment Analysis

a. Core competencies

b. Unique selling proposition

c. In what (global) markets is the company operating?

3. External Environment Analysis

a. PESTEL analysis

b. Trends

c. Competitors - benchmarking

d. Positioning

4. Customers

a. Who are they?

b. What are their needs? Motivation? Attitudes? Characteristics?

B. Global Marketing Communications Campaign Analysis

1. The GMKC Campaign background

a. Which country/region is the campaign held?

b. What are differences with the "home market"? What are market trends in this particular country for the industry the company is in?

c. How long is the campaign run for?

d. The target audience of the campaign

e. The positioning of the campaign

f. What is the message of the campaign?

2. Marketing communications objectives

a. Specifically, for this campaign, what are their objectives? What are they trying to achieve?

3. The GMKC Mix and Channels evaluation

a. What tools and media are being used for this campaign? Analyse and discuss each one used - is it appropriate for the target audience and the positioning? Tools are, for example, advertising, direct sales, digital branding and so forth. Channels are, for example, television, YouTube video, blogs, salespeople (for direct sales) and so forth.

b. Discuss if the tool and media choices help to achieve the GMKC objectives.

4. Scheduling

a. How often is the ad (or other tools and media used) shown to the audience?

b. Is it enough? Too little? Too much? Just right?

c. What about time frame? Is it shown during appropriate times (for TV and radio ads). This question may not be relevant to your specific campaign as it might be an online one, which means it is available 24/7.

5. Budget

a. This is quite important, but I know it is not always possible to find out the exact figures. So what I would like to see is that you can list the possible items the company spends money on in order to run the campaign. Bonus points are available for anyone who can provide some ballpark figures.

b. More bonus points if you can determine which budgeting strategy is used and if it is appropriate.

6. Evaluating the effectiveness of the campaign

a. Explain and discuss which evaluation method(s) is the most useful when determining the effectiveness of the campaign.

b. Use these metrics to decide if the campaign you are analysing is effective.

7. Conclusion

a. Every project has to have a conclusion to summarise what you have analysed and discussed. Determine whether the campaign is run well or not. Don't just write one sentence to say "in our opinion, the campaign is great/excellent/fantastic/poor/not good". You must justify your decision based on your analyses.

8. Recommendations

a. From your analyses and knowledge of GMKC, discuss what improvements can be made to the campaign. This also must be justified.

need to answer these question about Spotify wrapped campaign I already found relevent information and I added. Please help me! Country The Netherlands

SPOTIFY WRAPPED CAMPAIGN

CAMPAIGN BACKGROUND

The "Spotify Wrapped" firstly launched in 2015, under the name "Year in Music" and was not meant to be a campaign, but just an extra feature for the users to show them their top songs, artists and music genres. The creators had a lot of data and decided to make a use out of it. In 2016 the name was changed to "Spotify Wrapped" and within the years, it has become one of the biggest Spotify's campaigns and a huge viral social media campaign. Users have been sharing their "Wrapped" insight to Instagram, Facebook or Twitter. Campaign became a massive success, only in 2019, more than 60 million people engaged with Wrapped, and almost 40 million of them shared their Spotify Wrapped to their social media (Potter, 2020), giving the streaming platform more and more recognition. "The campaign has been a viral hit that's turned millions of people into unpaid Spotify influencers by sharing their own favorites on social media platforms like Twitter, Facebook and Instagram." (Swant, 2019)

Spotify Wrapped shows its users a summary of their most played songs, albums and podcasts, as well as their top music genre or minutes they have spent on listening to music.

Since Spotify is available for people from all over the world, there is no specific place for the campaign to be held - most of it happens online. There is however a special communication sent to each country that is translated to their native language.

Source: Instagram @Spotifynl

https://www.instagram.com/p/CW8fFBwqICe/ - a video, marketing Spotify wrapped campaign in the Netherlands

Target audience

The campaign is targeted towards Spotify users, since it is based on their yearly music choices. According to siteefy, more than 50% of the streaming platform users are in the age from 18 to 34, and Spotify itself is targeted towards 178 different markets (siteefy.com, 2021).

Message of the campaign

The message of the campaign is to bring a very personalized experience to Spotify's users. Personalisation is what made Spotify's brand so great. It is to make people feel special, no matter what they are listening to. The 2021 campaign started with the words "If 2021 was a movie, you were the main character", giving people the message that they matter. Spotify states that Wrapped is not only about promoting the platform, but most importantly, about returning a favor to their users, for their loyalty in using a platform for the past year (Verma, 2021).

For Spotify, however, the campaign is to reach more people who will be willing to get paid subscriptions to their platform, at the very low cost - most of the marketing is made by the Spotify users, by sharing their Wrapped to their social media.

References:

Fast Company. (2018, 1 January).Spotify: Most Innovative Company.https://www.fastcompany.com/company/spotify

Hlebowitsh, N. (2022, 3 March).50+ Statistics Proving Spotify Growth is Soaring.https://siteefy.com/spotify-statistics/

Newsroom. (n.d.). About.https://moderndiplomacy.eu/2022/04/09/ukraine-war-drives-international-food-prices-to-new-all-time-high/

Sarhan, A., Porterfield, C., Ghosh, P., Trainer, D., G., G., . . . Aitken, R. (2022).Spotify Technology (SPOT).https://www.forbes.com/companies/spotify-technology

Instagram @spotifynl

Potter, M. (2020),Social Media analyzation - Spotify Wrapped,https://madelinepotter.medium.com/social-media-analyzation-spotify-wrapped-d1c62f7d6459

Verma, H. (2021), Spotify Wrapped - The Whole Story and the Hidden Marketing Behind It,https://startuptalky.com/spotify-wrapped-campaign-analysis/

Spotify (2021) Spotifys Next Step on Our Path to Net Zero Emissions

https://newsroom.spotify.com/2021-09-28/spotifys-next-step-on-our-path-to-net-zero-emissions/