Levitts Brand Building Model
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Brand Management Assignment
Leavitt's model of Brand Building
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Group Members
1. Pratikshya Mishra - 601
2. Gaurav Matai - 667
3. Tanushree Kulkarni - 672
4. Reema Bhagia - 690
5. Kanksha Raina – 712
6. Neha Patwari - 668
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QuietComfort Noise Cancellation Headphones
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Brief History
• Bose Corporation Founded in 1964 by Amar G. Bose.
• Employees: 10,000 (approx)
• Revenue for Year 2012: 2500 Million $
• Introduced Noise Cancellation Headphones in 1989
• Introduced Consumer Noise Cancellation Headphones in 2000 - the QuietComfort Series
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• Growth rate of 2011-2012 is 4.40%
• Ranked 195 by Forbes in its list of top 500 companies in the world
• Research firm NPD, placed the Bose brand as the number one audio equipment brand in the United States, with a market share of 20 percent, while the company's closest rival, Harman International Industries, Inc., claimed only 13 percent with its two top brands, JBL and Infinity, combined.
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Specializations
• Home Audio• OEM Automotive Audio• Professional Sound• Aviation Audio• Noise Reduction Technology
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Driven Cycle
Driving Cycle
The Cycles of Levitt’s Model
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Driven Circle
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CORE PRODUCT
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Core Product
• Noise Cancelling
Headphones
Cancels out unwanted noise.
The ambient noise is "measured" by small microphones that send a signal to the cancellation circuitry, effectively telling the headphones to produce an antinoise signal that's equal but opposite to the noise you want to cancel.
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Core Message
NOISE REDUCTION
+
CLEARER AUDIO
+
COMFORTABLE FIT
=
INCREASED MISSION EFFECTIVENESS
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ACTUAL PRODUCT
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Brand Name
– Bose was the first brand to introduce the technology of Noise Cancellation in
Headphones
– Name associated with technological advances in the field of audio technology
– Ranked 195 by Forbes in its list of top 500 companies in the world
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– Trip Advisor’s U.S. Travelers’ Choice Awards for Travel Favorites – Headphones was Bose
QuietComfort
– Quality vouched for by the best names in the world of Audio Technology
– Review sites like CNET and Audiophilia have rated the product 4.5/5
– On sites like Amazon and Apple Store, customers have rated the product 4.5/5
Quality Level
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Packaging• Travel case to carry the headphones• Separate pouch for the wires
• Compartments to carry the Guarantee/Warranty Card• Compartment for music player on the back
Packaging
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– Classy design – Primary colours are black, steel grey and
white– Now also offering a choice to personalize the
product with customer’s personal designs.
Design
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Features
– Noise reduction over a wide range of frequencies.
– Comfortable, around-the-ear fit – TriPort® acoustic headphone structure
– Active equalization – Single, detachable audio cable
– Inline microphone – Inline three-button remote
– 90* rotating for portability and easy storage– Slim carrying case
– One AAA battery promises 35 hours average life.
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AUGMENTED PRODUCT
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Warranty
• Covered : All parts defective in material or workmanship.
• Time: 3 year
• Repair/Replace the product free of cost
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Distribution Networks
• 160 retail stores in US of A
• 60 company owned outlets
• Directly to customers through official site, direct mailers etc
• Through online retail shops like Amazon etc
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After Sales Service
• Free lifetime support for bought product
• Any product purchased directly from Bose -phone, store or web - can be returned to
any Bose store for your convenience.
• Online product support site
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Other Services/Offers
• Factory Renewed Products: Products returned to Bose are fixed in the factory
and after rigorous checking returned to the market at a lowered price
• Special in-store financing available : To enable interested people to pay in
installments
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POTENTIAL PRODUCT
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• “Pass-through Audio" option, which would allow the headphones to play music like regular headphones, without noise cancellation.
• “No battery-playback” option in which even when the battery runs out the headphone will work as a normal headphone.
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IMC PLAN AND AD CAMPAIGNS
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• Preferred Medium : Print
• Concept: When you use the Bose Noise Cancellation Headphones, the
quality of the headphones is so great that no matter whatever
happens around you, you won’t hear a thing.
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COMPETITORS
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Sennheiser
• Design :
• Sennheiser folds into a compact form, easy to carry and convinient. Same as Bose.
• Bose is better in overall feel when put on because of the extra ear padding.
• Sennheiser has noise controls on the right ear cover making it a more user friendly instead of a remote controller for Bose.
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• Features:– Sennheiser has all the controls on the right– In-built rechargeable batteries unlike bose. – Sennheiser also have a more efficient Bluetooth system.
• Noise cancellation : – If bose blocks 100% of all noise, Sennheiser blocks 90%
• Audio quality : – In terms of noise cancellation, Bose wins hands down.
• Price:– There is a 200$ difference as bose is available for 299$
and sennheiser for 499 $.
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THANK YOU