Beats by dr. dre Marketing presentation
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Transcript of Beats by dr. dre Marketing presentation
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Contents• Introduction• Product Line• Founder Profile• Mission Statement• Sales Figures• Target Market• Perceived Value• Brand Personality• Media Feedback
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What is it?•Company started by Dr. Dre and Jimmy Iovine in 2008.
•Produces Audio Products (Headphones, speakers, earphones, software products)
•Headquartered in California,US.
•Division of Apple.
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“Forget Sneakers, Let’s sell Speakers”
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WHAT DO THEY SELL?
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Who is Dr. Dre?
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• American rapper, Record producer and Entrepreneur
• Songs like Straight outta Compton, Still D.R.E., I need a doctor
• Won 6 Grammy awards including producer of the year
• Net worth of $550 million.
• Launched Eminem
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• “The goal of beats headphones has always been to bring serious music listeners a new way to enjoy truly great sound, and to hear every nuance of the music the way the original artist intended it to be heard.”
- Dr. Dre
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the brand
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LOGO• Referred to as “cool” by
several publications
• Red color represents passion, energy, intimacy and excitement
• Black color depicts power and prestige
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Is it big?• Beats’ estimated annual sales of
$2 billion
• Market share was 64% in the U.S
• Brand was valued at US$1 billion in September 2013
• Apple’s acquisition for $3 billion
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Key Audiences Current Beats' Consumers:
• Aged 18-24 • Skewed male• Music lovers• Tech-Savvy• Highly engaged in social media• But, most importantly financially sound
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Why are they charging big bucks?
• Next level packaging
• Highly advertised
• High Perceived Value
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Why people really buy beats
• NOT because of great sound
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CULTURE
• Poster boy of Deep-rootedAmerican Hip hop culture
• First and only brand endorsed by artists
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esteem needs• Fashion statement
• Status
• More Expensive isperceived as more prestigious
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EYE CANDY• ATTRACTIVE DESIGN
• PACKAGING
• UNBOXING EXPERIENCE
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Brand Personality
• Positioned as a bold, young, carefree brand.
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ATTITUDE
• EGO DEFENSIVE NEEDS
• URGING CONSUMERS TO BE PROUD OF WHOEVER THEY ARE
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• Wide range of colours to suit varying tastes and preferences.
CUSTOMER SATISFACTION
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• Selling freedom to hear what you want, where you want.
• Block outside noise
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Praise in media:
"Beats by Dr. Dre is not just a product, but a brand that connects
all people with a love and passion for music"
“It is a lifestyle and forum for the music world to interact and connect with other users as well as the brand
"
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Thank You
SUBMITTED BY:ARCHIT JAINBMS (2016 BATCH)