The idea of Danzzin is to create an online dance platform that is a mix between a social media platform and an online dance school.
Cheyenne Bandari & Hang Thanh Bui & Kevin Kanagalingam & Shayma Lamsallak, 2021
Projektarbeit/Praxisprojekt, Franziska Hoffmann
Betreuende Dozierende: Oliver Bendel
Keywords: Online Dance Platform
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The client is currently working together with an agency to create and then launch a dance platform. Through Danzzin users can create their own profiles, where they generate content and gain followers. Moreover, users have the possibility to upload dance tutorials and make them accessible to all the other users. They have the option to create free or chargeable content. The platform is in the middle of creation. The project team can support the client by creating a suitable online marketing strategy.
A survey was conducted to get an overview of the interest in such a platform. The self-administered questionnaire consisted of closed questions with the possibility of open feedback at the end. Additionally, six interviews were held with three professional and three non-professional dancers. The interviews included 12 questions related to their opinions towards the idea of Danzzin. After the analysis of the survey and the interviews, the project team created a suitable marketing strategy.
The potential for the success of the project seemed positive. Participants agreed that the platform looked quite user-friendly and was easy to understand. The two main challenges were price sensitivity and normative social influence. Considering this, the project team proposes firstly that Danzzin could cooperate with influencers or well-known dancers to gain more public recognition. And secondly, the platform could offer a free trial or guarantee payback. These two methods could encourage more people to join Danzzin. The project team members would suggest to the client to use a social media strategy, as people between 12-25 are very social media-driven and operate respectively influence their network around social media platforms and use them as a core point.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation