Beats targets urban male music fans aged 18-34 by positioning its headphones as delivering a high quality sound experience similar to being at a concert. Established by Dr. Dre in 2006, Beats promotes the message that its headphones allow users to hear all the music as artists intended. It relies on celebrity endorsements and positioning its headphones as the most desired in the market to support a high price. Beats continues expanding its product line, marketing campaigns, and distribution channels.

1. Advertising:Promotion
June 2014

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