Promotion of Music Streaming Service on the International Market

Music streaming services are gaining popularity around the world, including in the market of Kazakhstan. However, despite the global and local growth of music streaming, the growth rate of Kazakhstan's mobi music service slowed sharply in 2019. Based on the above problem, the goal is to develop a marketing plan for the mobi music service to increase revenue and enhance competitiveness. The empirical basis for developing the plan is an analysis of the music streaming market in Kazakhstan and a study of consumer behavior. Data on consumer behavior was collected in a series of 30 semi-structured interviews and an online survey with a joint analysis of a sample of 407 respondents from the Kcell and activ operator databases. The study identified target segments-students and young professionals, as well as identified the most significant attributes of the service – price and lack of advertising. Based on the results obtained, an annual marketing plan was drawn up, a visual concept for promoting the service was developed, and a budget was calculated.