Beats by Dre
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Entertainment & Humor
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Transcript of Beats by Dre
“People aren’t hearing all the music.”-Dr.Dre
Duo Li
Product
• High-end headphones • seamless "U" shaped• Six different selection • $199.95 to $399.95 price
range• Variety of colors
Market Review
• 40% all US Headphones Sales
• 64% Market Share• $ 519 Million Revenue
(2012)• Fashion accessory • Symbol of Pop culture• Celebrity Choice
Target AudiencePrimary target audience• 18-34 year old urban male • Like music, art and sports• Focus on hot event and news• Stylish to differentiate
themselves
Secondary target audience • Audiophiles• Sound engineers• musicians • focused more on music quality
Big Idea
• Follow up “It’s time to show your color
• Advertising consistency• Show talent • Build own Beats
Headphone• Express free-spirited• “It’s time to BE ArTistS”
Media Objective
• Increase sales • Increase popularity• Increase competitive
advantage• Expand brand awareness• Enhance brand loyalty• Deliver brand fame• Positive impact on design• New life style
Media Strategy
Primary channel• Social media platforms• Google Ads• Digital media trend• Build Beats social media
community• Suitable for target
audience• Less money & more
effects
Support Medium
• TV Commercial• Radio(6am-10am & 4pm-
8pm)• Print ads(magazine)• Product placement• Special event• Sponsorship
Budget
• Social Media: 45%• TV commercial, Print
ads& product placement: 20%
• Google Ads: 20% • Radio: 10%• Special event: 5%