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Spotify: the largest on-demand music service in the world, and growing fast. They offer a “freemium” as well as a paid premium model, allowing users the option to avoid advertisements and listen offline.

Tens of millions of daily Spotify users generates data that gives Spotify a unique opportunity to develop their products and services based on user behavior.

This report will provide some background on Spotify and explore their Customer Value Proposition using our CVP Canvas. We will identify the brand initiatives surrounding product innovation, added-value services, shopping experience, and communication that contributed to a new success.



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