ACE INSTITUTE OF MANAGEMENT

Report On “Promotion of
Music Nepal”
Promotional Management
Submitted To: Subu Shrestha and Dipendra Tondon
3/15/2011

Submitted By:
Rajanee
Maharjan,
Trimester VI
 Report on “Promotion of Music Nepal”

CONTENTS
Contents..................................................................................................................... 2
Background................................................................................................................ 2
History.....................................................................................................................2
Introduction............................................................................................................. 3
Target Segmentation..................................................................................................4
Media Usage............................................................................................................... 5
Print......................................................................................................................... 5
Radio.......................................................................................................................5
TV............................................................................................................................5
Outdoor...................................................................................................................6
Marketing Mix............................................................................................................. 6
Direct Marketing......................................................................................................6
Public Relation........................................................................................................6
Sponsorship & Events..............................................................................................6
Organization Set Up....................................................................................................7

BACKGROUND

HISTORY
Under the Industry Act of the Government of Nepal in 1982, Music Nepal Pvt. Ltd began
its journey as the pioneering private music company in Nepal with a capital of two hundred

Submitted By: Rajanee Maharjan

ACE
Trimester VI
Promotional Management
 Report on “Promotion of Music Nepal”

thousand rupees (Approx. US$ 15000). 28 years of quality service, continuous involvement and
sincere dedication this company is establish itself as the leaders in the music business of Nepal.
When this company started in 1983, it was the first private recording and music publishing house
of the country. As the pioneers in commercial music business, Music Nepal Pvt. Ltd has been
continuously playing an important role of strengthening the music fraternity of Nepal by
strengthening the copyright situation in Nepal by establishing the first copyright protection
society of Nepal. It also became the first music company to run a FM station and pay royalty to
the artists whose songs are played on the FM radio.

INTRODUCTION
Music Nepal is not just another music company but it is the brand tagged as the biggest
music company of Nepal. It is equipped with the state-of-the-art technology and engineering that
defines the modern day music whether it be for recording or duplication. Breaking conventional
methods, Music Nepal has always tried to embark upon new ideas, incorporating new
innovations & technologies. For instance, the concept like digital sales was first initiated by
Music Nepal and which was later followed by other companies. Music Nepal was the first
company not only in Nepal but in the entire South Asia to introduce a digital loop dubbing plant
and acquire license from multinational music companies like Polygram, RPGML (HMV) and
Magna sound for sale representation in Nepal. It was also the first music company in this region
to be featured in ‘Asia Who is who’ – a documentary program broadcasted by NHK Television
of Japan.
Today, Music Nepal has alliances with more than 200 other music companies for the digital
marketing of songs, videos and personal ring back tone (PRBTs) which accounts for three
quarter of the market of domestic and foreign music in the country. It also hosts the largest
number of music and related content which includes songs of different genres in different
languages, different types of instruments and their information. The music bank as it is often
referred consists of more than 25000 copies of original songs in digital format from various
artists and musicians. This catalog of songs encompasses for more than 90% of the total Nepali
songs from almost all the past and contemporary Nepali artists. With such vast resources of

Submitted By: Rajanee Maharjan

ACE
Trimester VI
Promotional Management
 Report on “Promotion of Music Nepal”

Nepali music, Music Nepal has managed to keep on par with this reputation by providing a one-
stop solution for all digital audio, video music needs and demands, and all information that
matters.
In its pursuit for its musical excellence and applied research in Nepal, Music Nepal has also
founded its own formal music school and research center named Nepal Music Center in
Kathmandu, the capital city itself. Perhaps, it is for these contributions, for its continued and
conscious effort to Nepali Music fraternity that this company has been decorated with the
Goldstar International Award for excellence in quality.

OUR VISION:
Our vision is to make Nepali music commercially competitive in the international music
market by encouraging creativity and enhancing competency through education so that music
becomes a dignified career for the gifted and a source of income for the country.

OUR MISSION:
Our mission is to stimulate Nepali musical life and to establish music as a profession
financially rewarding to all the stakeholders. We will achieve our goal by:

1. Encouraging creations and protecting them.

2. Practicing just distribution of income.
3. Ensuring quality of content and delivery mechanism.

TARGET SEGMENTATION
As music is for everyone, there is no niche market for Music Nepal. Music Nepal is
targeting all Nepali music lovers, no age boundary, no gender boundary, no income boundary,
nothing.

Submitted By: Rajanee Maharjan

ACE
Trimester VI
Promotional Management
 Report on “Promotion of Music Nepal”

For this, Music Nepal segmented its product as;

• Folk

• Classic

• Modern

• Pop

• Instrumental Tunes

Thus, anyone who likes any kind of music, they can easily come to Music Nepal office or its
distributors. Consumers from Nepal and out of Nepal can also buy products via various payment
gateways like PayPal, eSewa, PayBill, PayWill, D-Sys, STC, etc.

MEDIA USAGE

PRINT
Music Nepal can put forward its business proposals to various print Medias like
Newspapers, Magazines etc so as to promote its products

RADIO
Music Nepal used to have its own FM station and programs. Due to some reasons, they
stopped its FM and program. So Music Nepal can again start its program which was stopped for
years. They can also give promos in various FM stations.

TV
Music Nepal can also promote its product via various TV. Till date, Music Nepal is
promoting via NTV. There are multiple TV channels are running these days. So Music Nepal can
choose popular and mostly watch programs for its product promotion. Like Call Kantipur from
Kantipur TV, Mero Geet Mero Sandesh from Terai Television etc.

Submitted By: Rajanee Maharjan

ACE
Trimester VI
Promotional Management
 Report on “Promotion of Music Nepal”

OUTDOOR
Music Nepal can also promote its product via Outdoor. It can organize various programs
or events. It can organize various album lunch program, press releases etc.

MARKETING MIX

DIRECT MARKETING
Music Nepal is following various ways under Direct Marketing. They are;

• Catalogs/leaflets

• Direct Response Print & Broadcast Advertising (Advertorials & Infomercials)

• Interactive Media

PUBLIC RELATION
Till today more than 250 partners are associated with Music Nepal. So public relation of
Music Nepal is very good, which is helping in promotion of Music Nepal’s product.

Special events are occurred time to time where representatives from each partner
company come to the event location and have discussion on going forward with Music Nepal
side by side.

SPONSORSHIP & EVENTS

Music Nepal organizes various events like new album lunching program. It also sponsor
on video making of various songs.

Submitted By: Rajanee Maharjan

ACE
Trimester VI
Promotional Management
 Report on “Promotion of Music Nepal”

ORGANIZATION SET UP

Submitted By: Rajanee Maharjan

ACE
Trimester VI
Promotional Management