|
The use of loyalty and reward programmes as part of a sales promotion
strategy has become more of a rule than an exception these days.
And at a time when there are reports of consumer spending coming
down, this certainly makes better business sense.
 However
with regard to music software, it must be said that the drop in
sales is more due to the absence of any new music releases than
reduced consumer spending. There have hardly been any music releases
of good quality after 'Lagaan', which was almost four months
back. Which means that there is nothing new for people to buy.
In this context, Music World’s launch of ‘Masti
Card’, its loyalty cum rewards programme in Chennai is
sure to boost sales. India’s largest music retail chain has
played its cards at the right time, as the festival season is just
around the corner.
Robin Singh, Indian cricket’s ‘crisis man’
for the past few years was there at the Music World store to launch
the Masti Card, which is incidentally co-branded by ‘Expressions’,
a new venture of the Indian Tobacco Company (ITC). As of
now, the co-branding of the card is restricted to Chennai. ‘Expressions’
being a new entrant in the greeting cards market, the co-branding
with Music World is aimed at popularising its brand in Chennai.
 “It
made business sense, since the main thing that drew customers to
shops selling music software was promotions and deals. There is
no brand loyalty as such when it comes to music software, as customers
can buy easily from another shop selling the same title or album
if it offers a better bargain. Essentially all music shops sell
the same software, so the difference that we would have to offer
our customers would have to be in the form of rewards like these”
says Sanjay Gupta, Marketing Manager, Music World.
All one has to do to own a Masti Card is to bill to the value of
Rs 300/- and pay Rs 50/- extra. The card rewards Music World customers
for their patronage by offering special privileges at various prestigious
establishments in the city of Chennai in sectors such as music,
food, apparel, entertainment, education, novelty and gift items,
books and cards, fitness centres, jewellery, footwear and the like.
Aimed especially at the youth who form more than 55% of the Music
World’s customers, the card is bound to prove popular with
the trendy and value-seeking youth of the city. The name Masti
reflects this aspect of the youth in Chennai as also across India.
Jonty, the mascot for the Masti card, symbolises all that
the youth represent and reflect. After the launch in Chennai, Masti
Card will be rolled out to other cities shortly.
 Mr
Dasaratharaman, CEO, Music World, highlighted a unique personalised
feature of the Masti Card. “Every Masti Card holder gets
to avail of the highest discount of 12% during the month of his
or her birthday, 11% during the previous month and 10% in the month
succeeding his birthday and so on”.
Masti Card will be available exclusively through all Music World
outlets in the various cities of India. A booklet detailing the
various offers in town from prominent lifestyle brands such as Reebok,
Titan (Fasttrack), Louis Philippe, Pizza Corner, Oyzterbay, VLCC,
Dominos, Archies and the like will be included. The card also
entitles the holder to avail of the special benefits across the
various cities of India and details of the affiliates in each of
the cities can be obtained by logging on to www.musicworld4u.com.
Masti Card holders can also avail of the discounts on the online
store of Music World www.musicworld4u.com
as well as at Hamara CD.
So, what are you waiting for, go get yourself a Masti Card…and
have some fun or should we say ‘Masti Karo’…
|
 |
| |
 |
|
3:20:40 AM 
