2. Positioning Statement
To urban male “music purists” age
18-34 who are “hip” and tech savvy:
Beats is the set of headphones that
will deliver high quality sound that is
directly related to the feeling of
being at a concert or recording
studio.
3. Established by artist and producer Dr. Dre in the year 2006.
❖ “People aren’t hearing all the music.”
➢ Most headphones can’t handle the bass, the detail, and the
dynamics.
❖ With Beats, people are going to hear what the artists hear, and listen to
music the way they should.
4. Endorsement
❖ Exclusive
➢ Celebrity Endorsement
❖ Most desired headphones
in the marketplace
➢ “Best Headphones of
2013” - Forbes
❖ High Price = High Quality
Image
5. ❖ Headphones
❖ Earphones
❖ Speakers
➢ The Pill
❖ Accessories
❖ The Solo2: Beats’ most popular
headphone has been redesigned
New Products
6. ❖ Endorsements: Professional
athletes and music artists
❖ TV advertisements:
Commercials, World Cup Ads
❖ Online marketing: Facebook,
Twitter, Instagram
New Communication Campaigns
7. ❖ Celebrities
❖ Band-Wagon
➢“You aren’t listening to music correctly unless you
have Beats”
❖ Ethos
➢Stems from Dr. Dre
Sales Promotion Techniques
8. ❖ “People aren’t hearing all the music” is the main slogan that Beats
uses.
❖ Very simple and clean advertisements that are often times black and
white
❖ Television commercials usually contain some celebrity wearing Beats
with adoring fans yelling around them or a record producer making
music with them.
9. ❖ The Product:
➢ Beats Solo2: “Designed for sound,
tuned for emotion”
➢ Streamlined, lightweight, and durable
❖ The Price
➢ $199.95
➢ Why spend this amount on
headphones?
❖ The Place:
Club stores, music stores, online,
discount stores, Apple stores etc.
Four P’s: Marketing Mix
10. Four P’s: Marketing Mix Cont.
❖ The Promotion:
➢ Listening stations display
each product offered by
Beats Audio
➢ Beats ban in 2014 World
Cup: Sony rivalry
➢ 2014 London Olympics
11. The Game Before the Game
https://www.youtube.com/watch?v=v_i3Lcjli84
