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Bose Pod-Stud Marketing Campaign

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This is an individual assignment, undergrad course work presentation completed for Marketing Management.

Published in: Business, Technology
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Bose Pod-Stud Marketing Campaign

  1. 1. Marketing Campaign• Revolutionize Personal Listening Experience.• Convenient, versatile listening choice.• Greater freedom and comfort while still engagedwith your surroundings.• Fashionable, secure alternatives with outstandingsound quality.
  2. 2. ProductMarket Segmentation• Geographically - Eastern Seaboard States.• Demographically - Income $45,000 to $150,000. Discrete/multi-user and Tranquil Escape Listeners• Psychographically - Innovators and Achievers.
  3. 3. ProductDescription - Bose® POD®Transmitter/Player• Connection for any MP3 player.• Function as stand-alone MP3 player.• Bluetooth wireless connectivity.• Completely waterproof/shockproof.• Upgradable Memory Storage.
  4. 4. ProductDescription - Bose® STUD® Speakers• Wireless connectivity to POD® Transmitter.• Bose® Ceramic Magnet and Base Resonator Technology for outstanding sound transformation.• Optional fashion plugs or finishes for added style.• Completely waterproof/shockproof.
  5. 5. PlaceDistribution• The Bose® image brand is a specialty item.• Selective distribution via Level 0 & 1 channels.• Level 0 (via internet sales and Bose® retailoutlets).• Level 1 (via retailers Best Buy and Sears).• Level 1 channel will maintain inventory with our warehouses maintaining supply for their orders.
  6. 6. PriceObjective and Strategy• Product-Quality Leadership Position• Initial pricing in top 15% of market offerings.• Price Buyers - Base Model with no upgrades.• Value Buyers - Purchase add-ons/upgrades.• Loyal Buyers - Discounts/free add-ons for initial sale.• All Buyers - Discounts for multiple units initial sale.
  7. 7. PriceCosts and Markup Chain .Total Fixed Costs $565,000.00 T OTAL U NI T C OS TProjected Unit Sales 45,000 68.44 + (565,000.00 / 45,000) = 68.44 + 12.56 = $8 1. 0 0Variable Costs per Unit $68.44 DE SI RE D PRO FI T M ARGI N 13% 81.00 / 1 – 0.13 = $9 3. 11 BEQ 565,000.00 / 93.11 – 68.44 = 20, 26 8 uni ts Producer Re taile r Cost = $81.00 (87%) Cost = $93.11 (65%) Markup = $12.11 (13%) Markup = $50.14 (35%) Wholesale Price = $93.11 (100%) Retail Price = $143.25 (100%)
  8. 8. PriceCompetitor Pricing• Sennheiser MX W1 Ear-bud ………………………$369.95 (speakers and wireless transmitter – no player adapter)• Motorola Motorokr S9 Wireless Earphone ….…….$59.99 (speakers only)• Sony DRBT 140Q Wireless Headset …………….$159.43 (speakers, transmitter and adapter included)• Bose® mobile in-ear Headset…………………….$129.95 (wired speakers only)
  9. 9. PriceFinal Pricing• Base Model …………………………………………$144.95• Memory Upgrade 8GB ………………………………$29.95• Fashion Plugs ………………………………………..$34.95• 24 kt. Gold Plated ……………………………………$39.95• Sterling Silver Plated ………………………………..$15.95
  10. 10. PromotionCommunications Program• Printed Media - Direct Mailings and Flyers.• TV and Radio Advertising.• Magazine publications and catalogs.
  11. 11. PromotionGrand IdeaSpaceSTUDS• Astronauts will be given Bose® POD® with STUD® Speakers system.• Integrated into NASA communications also.• Watch video from website showing the astronauts working, exercising, and relaxing in space with their POD® systems.• Include TV and Radio advertisements about the joint effort.• Promote the penetration into non-retail markets.

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