SAREGAMA INDIA LTD: REPOSITIONING THE VALUE PROPOSITION

Saregama India Limited (Saregama), a 117-year-old music company, was on a growth trajectory. Its third-quarter financial results in 2017–2018 had shown unprecedented growth. Over the previous three years, Saregama had converted its conventional copyrighted music into high-quality digital formats and made a rare stretch from the business-to-business (B2B) to business-to-consumer (B2C) market. The company had added new intellectual properties (IP) in audio and video. Then in 2017, Saregama launched Carvaan, a portable music player with 5,000 evergreen songs. Cleverly created to meet the needs of its older target audience, the Carvaan was largely responsible for the company’s turnaround.<br><br>Saregama’s goal was to be a ?20 billion IP content company in the next five years. To make that happen in the context of rapidly evolving technologies and consumer trends, the company needed sharply defined short- and long-term strategies that addressed content acquisition, its success with Carvaan, and its pursuit of B2B and B2C markets.

The case is suitable for use in postgraduate-level courses in marketing and in advanced postgraduate-level courses on strategic product management and marketing strategy. The case illustrates how a business can rise from a downturn to reinvent itself, and using a blue ocean strategy, create a unique value proposition.<br><br>After working through the case and assignment questions students will be able to do the following:<ul><li>Describe the dynamic macro-environmental factors in the media and entertainment industry, and explain how they are changing the competitive landscape for forms in the sector.</li><li>Describe the process of mapping customers’ stated and unstated needs to design innovative product offerings that create strategic blue ocean advantages for an existing firm.</li><li>Review and rationalize the processes of new product innovation and innovation adoption.</li><li>Identify and evaluate strategic alternatives to build on a company’s competitive advantage as part of its short- and long-term business goals.</li></ul>

• marketing strategy, consumer insights, marketing environment, product innovation