1. Sally Lou, Pedro Moran Logan Munro, Natalie Perlin December 4 th, 2006 Prepared for 15.812: Marketing Management __ A Miniature Marketing Plan

2. Sally Lou, Pedro Moran Logan Munro, Natalie Perlin 1 of XX W HAT IS S PIRAL F ROG ? “…an online media destination providing ad ‑ supported legal downloads, change the way media is produced, discovered, and consumed” which will Free downloadable music, available after viewing a 90 second advertisement

3. Sally Lou, Pedro Moran Logan Munro, Natalie Perlin 2 of XX M USIC M ARKET Highly competitive, fragmented Traditional sales channels declining Source:RIAA

4. Sally Lou, Pedro Moran Logan Munro, Natalie Perlin 3 of XX M USIC M ARKET Highly competitive, fragmented Traditional sales channels declining Source:Ecommerce Times

5. Sally Lou, Pedro Moran Logan Munro, Natalie Perlin 4 of XX C USTOMER P ROFILE

6. Sally Lou, Pedro Moran Logan Munro, Natalie Perlin 5 of XX Support and services 4P’s: P RODUCT Functionality Functionality:Brand: Packaging:

7. Sally Lou, Pedro Moran Logan Munro, Natalie Perlin 6 of XX Support and services 4P’s: P RODUCT Functionality: Virus-free, high quality, legal Convenient and customizable experienceBrand: Packaging:

8. Sally Lou, Pedro Moran Logan Munro, Natalie Perlin 7 of XX Support and services 4P’s: P RODUCT Functionality: Virus-free, high quality, legal Convenient and customizable experienceBrand: Modern, unique, memorable Packaging:

9. Sally Lou, Pedro Moran Logan Munro, Natalie Perlin 8 of XX Support and services Online customer support User guide 4P’s: P RODUCT Functionality: Virus-free, high quality, legal Convenient and customizable experienceBrand: Modern, unique, memorable Packaging:

10. Sally Lou, Pedro Moran Logan Munro, Natalie Perlin 9 of XX Support and services Online customer support User guide 4P’s: P RODUCT Functionality: Virus-free, high quality, legal Convenient and customizable experienceBrand: Modern, unique, memorable Packaging: WMA file format DRM restricts to 1 PC and 2 portable devices Propriety media player

11. Sally Lou, Pedro Moran Logan Munro, Natalie Perlin 10 of XX B RAND E XTENSION P OSSIBILITIES mobile market movie and television programs

12. Sally Lou, Pedro Moran Logan Munro, Natalie Perlin 11 of XX C OMPETITION Fee-based services Fee-based services: Free services Free services: iTunes 99¢ DRM restricts to 1 PC and 2 portable devices Propriety media player

13. Sally Lou, Pedro Moran Logan Munro, Natalie Perlin 12 of XX C OMPETITION Fee-based services Fee-based services: Free services Free services: