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Contents• Introduction• Product Line• Founder Profile• Mission Statement• Sales Figures• Target Market• Perceived Value• Brand Personality• Media Feedback
What is it?•Company started by Dr. Dre and Jimmy Iovine in 2008.
•Produces Audio Products (Headphones, speakers, earphones, software products)
•Headquartered in California,US.
•Division of Apple.
“Forget Sneakers, Let’s sell Speakers”
WHAT DO THEY SELL?
Who is Dr. Dre?
• American rapper, Record producer and Entrepreneur
• Songs like Straight outta Compton, Still D.R.E., I need a doctor
• Won 6 Grammy awards including producer of the year
• Net worth of $550 million.
• Launched Eminem
• “The goal of beats headphones has always been to bring serious music listeners a new way to enjoy truly great sound, and to hear every nuance of the music the way the original artist intended it to be heard.”
- Dr. Dre
the brand
LOGO• Referred to as “cool” by
several publications
• Red color represents passion, energy, intimacy and excitement
• Black color depicts power and prestige
Is it big?• Beats’ estimated annual sales of
$2 billion
• Market share was 64% in the U.S
• Brand was valued at US$1 billion in September 2013
• Apple’s acquisition for $3 billion
Key Audiences Current Beats' Consumers:
• Aged 18-24 • Skewed male• Music lovers• Tech-Savvy• Highly engaged in social media• But, most importantly financially sound
Why are they charging big bucks?
• Next level packaging
• Highly advertised
• High Perceived Value
Why people really buy beats
• NOT because of great sound
CULTURE
• Poster boy of Deep-rootedAmerican Hip hop culture
• First and only brand endorsed by artists
esteem needs• Fashion statement
• Status
• More Expensive isperceived as more prestigious
EYE CANDY• ATTRACTIVE DESIGN
• PACKAGING
• UNBOXING EXPERIENCE
Brand Personality
• Positioned as a bold, young, carefree brand.
ATTITUDE
• EGO DEFENSIVE NEEDS
• URGING CONSUMERS TO BE PROUD OF WHOEVER THEY ARE
• Wide range of colours to suit varying tastes and preferences.
CUSTOMER SATISFACTION
• Selling freedom to hear what you want, where you want.
• Block outside noise
Praise in media:
"Beats by Dr. Dre is not just a product, but a brand that connects
all people with a love and passion for music"
“It is a lifestyle and forum for the music world to interact and connect with other users as well as the brand
"
Thank You
SUBMITTED BY:ARCHIT JAINBMS (2016 BATCH)
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