Meliconi is a manufacturer of home electronics that is developing a marketing and distribution plan for its MySound range of headphones. The analysis scope includes industry trends, market behavior, competitors, and retailers in Italy, Germany and Serbia. The strategy recommends focusing on new Bluetooth technology, prioritizing brand awareness through digital media, and distributing through electronics stores, fitness centers, and online retailers. Key elements of the implementation plan include defining objectives, budgeting, using identified marketing channels like social media, and measuring the effectiveness of the new campaigns.

1. BRIEF
Meliconi is a manufacturer and distributor of
home electronics.
The scope of the project consists of market
analysis, industry analysis, and a recommendation
for distribution and marketing of the MySound
range of headphones.

2. MARKETING AND DISTRIBUTION PLAN

4. ANALYSIS SCOPE

5. SCOPE
Industry analysis, trends and technologies
Market analysis, consumer behavior
Competitor insights and perceptual map
Retailers in selected countries: Italy,
Germany and Serbia
Strategy of Distribution and Marketing
Plan
Implementation and rollout plan

6. Industry
Market Analysis
Market and Consumer
Behavior
Retailer Analysis
Strategy
Implementation

8. EP 110 EP 210 Speak Mono Speak Flat

9. HP Smart Speakstreet Speak Denim

10. EP 410 Speak Sport

11. Speak Active
Frequency response (Hz - KHz): 20 - 20
Bluetooth 4.1 technology
Magnet: 10 mm neodymium
Impendenza (Ω): 16
6 hours of listening autonomy

12. Speak AIR
Frequency response (Hz - KHz): 20 - 20
Bluetooth 4.1 technology
Magnet: 40 mm neodymium
Impendenza (Ω): 32
10 hours of listening autonomy

13. CONSIDERATIONS
My Sound as a brand new campaign
Focus on new technology - bluetooth and
wireless
Brand awareness is a priority
Digital media utilization

14. INDUSTRY

15. COMPETITION

16. Sound Quality
TechnologyBrand Identity
Design

17. COMPETITIVE INSIGHTS
Heavy investment in R&D
Innovation
Investment into Asian market
Attractive design
Packaging

18. TECHNOLOGY INSIGHTS
Embracing wireless technology
Bluetooth,Wifi, Infrared
Smartphone ready (microphone, controls)

20. MARKET ANALYSIS

21. –Rasika Iyer, Futurescope Consulting
"We're seeing nothing short of a headphones
renaissance, with consumers making product choices
across a wide price band”

22. KEY BUYING PARAMETERS
BRAND
COMFORT
COST
QUALITY
TECHNOLOGY
TYPE
Source: Ceatec

23. MARKET GROWTH BYTYPE (RETAILVALUE)
48%
OVER-EAR
31%
IN-EAR
21%
ON-EAR
Source: Ceatec

24. MARKET GROWTH
2015 2016 2017
Bluetooth Unit Shipments (millions)
116.32
128.5
139.23
Source: Ceatec
48%
OVER-EAR
31%
IN-EAR
21%
ON-EAR
ByType

25. Headphone MarketVolume by Region (millions)
50
350
20172016201520142013
Europe
World
USA
Source: Ceatec
MARKET GROWTH

26. CONSUMER DECISIONTREE

27. Purchase Budget
Quality
Brand
Research
Online
Offline
Style
Purchasing Op
Promotion
Evaluation
E-Commerce
In-store
Web Retailer
Brand Web
Media Store
Brand Store
Super markets
Category Killer

28. INFLUENCERS
Customer is more sophisticated
Look for more information
No pressure to make a purchase
Opinion and advise from their social environment

29. IN-STORE PURCHASING DRIVERS
Previous research if Possible
Store adviser
Friends advice
Brand affinity
Client approach
Trust in the purchase
Store Assortment
Closer look at the products
Promotions
Merchandising

30. OUT-STORE PURCHASING
DRIVERS
Previous research
More time to compare
Friends advice
Brand engagement
Preference in a E-
commerce
Client approach
Trust in the purchase
Big Assortment

31. TARGET MARKET

32. FITNESS
LOVER
MUSIC
LOVER
WORKER TRAVELLER FASHIONISTA
AUDIOPHILE DJ GAMER KIDS
http://www.bestbuy.com/site/home-solutions/headphone-buying-guide/pcmcat314600050000.c?id=pcmcat314600050000

33. CONSUMER BEHAVIOR

34. PASSIVE
ECONOMIC
EMOTIONAL
COGNITIVE
Follows the promotional efforts of marketers.When he/
she purchases this kind of product, he/she seeks the
limited edition and exclusive headphones in order not to
regret in the near future when they won’t be available
anymore
The consumer knows all the alternatives available in the
market, along with their advantages and disadvantages.
This awareness is used to make the best choice in terms
of quality/price
The purchase of a new pair of headphones is associated
with consumer’s emotion, based on fashion and specific
moments in which they will be used
The cognitive model focuses on the process by which
consumers seek and evaluate information about selected
brands and retail outlets
https://natiaguyenn.wordpress.com/2014/03/27/my-beats-beats-yours/
TYPES
OF
BUYERS

35. CUSTOMER
JOURNEY
Source: http://www.i-scoop.eu/optimizing-digital-social-customer-experience/

36. CUSTOMERTOUCHPOINTS
Customer touchpoints are your brand's points of customer
contact, from start to finish. For example, customers may find your
business online or in an ad, see ratings and reviews, visit your website,
shop at your retail store, or contact your customer service.
Source: http://www.i-scoop.eu/optimizing-digital-social-customer-experience/

37. Source: http://www.i-scoop.eu/optimizing-digital-social-customer-experience/
CUSTOMERTOUCHPOINTS

38. RETAILER ANALYSIS

39. SERBIA

40. SERBIA

41. SERBIA

42. ITALY

43. ITALY

44. ITALY

45. GERMANY

46. GERMANY

47. GERMANY

48. STRATEGY

49. PACKAGING

50. Experience
Perceived value
Sense of individuality
Greater sense of brand
Actions to purchase
ELEMENTS OF PRODUCT DESIGN
Source: http://www.envision-creative.com/5-key-elements-to-great-package-design/

51. Sound Quality
TechnologyBrand Identity
Design

52. DISTRIBUTION CHANNELS

53. IN STORE PLACEMENT
Pure Player
Electronic Store
Fitness Center
Ipercoop
Decathlon

54. E-COMMERCE PLACEMENT
E-TAILER (RETAILER)
DIRECT

55. PARTNERSHIPS
Transportation companies
Mobile phone carriers (Telco’s)
Fitness Centers
Event Organizers/Concerts

56. TRANSPORTATION
COMPANIES

57. ITALO
Discount on back of train ticket for Speak Air headphones
Chance to win tickets to My Sound Experience

58. MOBILE PHONE CARRIER

59. THREE (3)
Speak Active headphones included
with every purchase over €100
Discount on Speak Air headphones

60. FITNESS CENTERS

65. EVENT ORGANIZERS/
CONCERTS

67. PURCHASE My Sound
Headphones for
a chance to win
2 tickets to follow
Your favorite band on tour
CONNECT
with us
to find out
more

68. IMPLEMENTATION

69. MEDIA CHANNELS

70. #MySound
#MySoundAir
#MySoundActive
#MySoundExperience

71. Post content, hashtags, photos,
announcements, tag people in photos
Real time updates about My Sound
Photos of customers wearing the product,
tag photos

72. Post content similar to Facebook
Videos, utilize for unboxing videos, product
features
Additional video outlet for bloggers, product
experts

73. ROADMAP

74. Define
objectives and
align the
marketing team
with the new
strategy
Implement
the right
tools to
achieve the
benchmarks
Budget
assignment
and
control
Implement
strategy using
the identified
marketing
plan
Measure
effectiveness,
reach, and
success of new
campaigns

75. THANKYOU!