The Target Market of Beats By Dre - Case Study Example

Marketing Campaign HEAR WHAT YOU WANT – DRE BEATS Haneen Hassouna M00375512 MRs Kerry Lucyanne Hear what you want, Beats by Dre Spot Campaign The campaign was successful as its aim was to center on its main target audience, via players in the commercials. The players by listening to the song of their choice remain calm and being able to avoid all the commotion so that they can put focus on their game while listening to the media using the beats headsets. Introduction: Campaign Name: Beats by Dr. Dre - Hear What You Want. The campaign’s focus was on keeping the critics low and to help people to listen to the music of their own choice. The campaign was launched by the beats electronics company which produced audio products. The company was established in year 2006 and in year 2008 they developed headphones. The main thing on which company put focus was about the standard of audio quality and piracy of music industry should be concluded. The company was trying to create a position in the market by focusing on those elements in terms of technology that the competitors were avoiding, as the brand wireless studio headphones were adapted with wireless Bluetooth, and adaptive noise cancellation (ANC). The company also wants that; the consumers should listen to the music with full consent and clarity and without any disruption. The reason for the campaign was to make the Beats By Dre a mist have product for every person who wants to have good audio technology. Specifically, the intention was to make the product a social status product so that people would buy it as a way to describe their personality. It was also intended to achieve market share increment for the product within its market and push competitors further to have the largest market share. Beats By Dre is an audio product that is now marketed by Apple, Inc. there have been several key parties that were important in the development of the product. Fist is the invert of the product, Andre Romelle Young who is commonly known as Dr. Dre which is his stage name. the product was then bought out by Apple, Inc which has been marketing the product since the august 2014. Prior to the Apple buyout, the firm had been bought out by HTC which then got the rights for the product for up to 50.1 percent. HTC is Smartphone manufacturer based in Taiwan and wanted to use the Beats By Dre product to increase its brand popularity for its smart phones. By 2014, Beats By Dre brand was bought by apple at a cost of 3 billion US dollars. Body: Dr. Dre is well known personality in the music world, their products were distributed all around the world and high in presentation. Dr. Dre manufactured audio products that consumers can listen to the music of their choice. Headphones offered by the Beats were stylish, iconic, good in quality and with standard and in the Smartphone market they offer variety of colors too. They offer products with high prices. Economically, the product has high price and there is competition among the products. The Dr. Dre offersproducts with high prices as their products were quality wise better. Target market: The target market of this campaign was Youth, urban communities, athletes, fitness, fashion, and style lovers. Mainly the males as compared to females were the target audience of the campaign, as males has more love for technology and choose for more stylish products. The males want quality, functionality and updated technology in terms of connectivity with Bluetooth. It was targeted at the modern person who is interested in having the best technology. As a result, instead of just producing a simple audio product, the organization focused in making a product and marketing it to appeal to those people don’t mind paying an extra dollar for quality. It also targeted those who are willing to pay a few extra dollars to have a product that serves not only a function purpose but also a social status symbol. The planning process of the organization was to make the distractions clear and to listen the music without any noise. The advertisements were being shown with the main players or athletes. The advertisement director and the company show the players with concept that was real in situation as the audio products demonstrate music with full clarity and without any disruption. After the brand was bought out by Apple, Inc. the marketing and promotion was done by two major parties. Apple would market the brand using advertisements and promotions while Dr Dre would provide for promotion from his entertainment platform. He used not only his fame and popularity to market the product but also used his celebrity friends to popularize the product. The marketing and promotion of the product also used product placement as a way to increase the popularity of the product. This was very useful in making he product a must have for many people who also like D. Dre’s music. Key message: Feel the music, not the wires. “Hear what you want, when you want”. The main message is to listen to the music of your choice without any noise, deviation, and problem. The other main message for the product was that the user can be able to listen to bass sounds so that they can hear all the music. Campaign Strategy and Plan: Advertisements in the campaign with the coded messages: The advertisements were shown by taking three main athletes: Kevin Garnett, Richard Sherman, and Colin kaepernick. The advertisements were shown that all three of them have been distracted, diverted and agitated by the fans and the noise make by them that they taunt them by calling different names or jeers. Aloe Blacc’s song of praise “The Man” works well as counteract point as by listening to his song and by using the brands wireless studio headphones, the players divert their attention and despite of all the hatred, noise, catcalls from the fans or media they remain calm and in peace. Aloe Blacc’sis famous among his pop music fans and his song or by listening to the song of own choice an individual can break external concentration and put main focus on internal concentration. Media Strategy and Plan: The advertisements were shownon television particularly on that time which boost the rating points and by using social media as YouTube, Facebook and twitter. The three players were being displayed in the media campaign as to make the media campaign more real, the creative director and directors of the advertisements try to show the players with the issues that exist naturally. The campaign was mainly focused with average lead time, as with the gap the advertisements were shown. The media campaign was shown with lot of budget, as the company was optimistic of receiving that money in return through their sales (Pullins, 2001). The overall strategy of the campaign was to boost the awareness, attentiveness, and consciousness among the target audience. Theymake the product fashionable, style,and technology being added. The company wants to enlarge market segment by catering new opportunities and to empower their competitors. The company wants to create new segment not in urban demographic but also into other regions as well. The headphones show connection with fitness, style, fashion, technology, health, and workout. The branded headphones with wireless studio have Bluetooth as by this you can listen to the song of your choice, whenever you want. The company wants to increase its market size and share by putting aggressively the sales, the media campaign main focus was on advertisements as advertisements and social media can connect very well with the audience. The commercials were design with such concept that they create urge, eagerness, and desires among the consumers that not only males or style and fashion lovers adopt this trend but business people should also be included in the list of target consumers (Joesaar et al., 2011). The overall strategy of the campaign was to increase market share for the product of the organization through making it to appeal to potential customers as a social status product. The market was already flooded with such products and for the product to be seen as a special product, they had to make it look like a social status symbol. This was geared towards making people to buy the product and shun products from other companies. As a result, the among was geared towards not just increasing market visibility for the product but also as a way to create an impression that these product was not a usual product like the others in the market. As a result, the marketing heavily depended on using influential people who are relevant to the use of the product. Due to Dr. Dre’s influence in the entertainment industry as a musician as well as a music producer, the marketing for Beats By Dre also benefitted a lot from publicizing by the celebrities. Celebrities were used as part of the promotion to market this product and were made to become popular among those who want a product that not only gives them quality bit also gives the status. In essence, one of the things that the Beats By Dre can be known for is their creative marketing that was geared towards making it a status symbol. As a result, most buy the product not because of the quality but mainly because it is a produce that makes them feel good to own. In fact, the Beats By Dre headphones and speakers have been criticized for not being in par with its pricing. Some critical argue that compared to other similar products of the same price range, the quality with regard to the sound quality that they give the user. The same marketing strategy has been seen to be used by Apple, the company that now own the Beats By Dre after it bout hut the company that was producing these products. Just like Beats By Dre, Apple product such as iPhones and iPads are use the same marketing strategy which is brand marketing aimed at making the product as a status symbol. As a result, these products serve two major purposes. The first purpose is the functional purpose and in this area, the products are made to be of the best quality. For instance, Beats By Dre are geared towards giving the user the best quality, with a focus on bass so that the users can hear all the beats including the bass tunes that are usually heard on many audio devices that are not able to decode the bass sound due to its low frequency. The second purpose of these products is the non functional purpose. This is because they serve as a social status symbol and so many people will buy them not just for their functional purpose but also because of the social status that this product gives the users. This was a central art of the marketing of the product and it was very successful in terms of making so many Americans to want to buy this product. In fact, as of now, the market share for this product is over 60% within the price range that it sells on. Analysis of the success of the campaign The marketing campaign was very successful. It was so successful that today, despite the fact that experts say that the products is overprices and dos not even have as good quality as of the products that cost the same or even cheaper, it still has a market share of over 64 percent. Many people continue to buy the product, not just once but every time there is a newer version of it. The intention to make the product a social status symbol was also very successful on its own right. This is became many people are now buying the product because it makes them feel good to have a Beats By Dre audio system. Despite the fact that consumers can get better products at much cheaper prices, they nonetheless buy the product. This is especially so with younger people in urban areas. The product has also garnered a lot of success not only in the United States but across the world where many music lovers are more than willing to pay the high price of owning Beats By Dre headphones and other audio devices. This can be said to be a very big success because it increased the market share to give it a lion’s share of the audio devices market. The fact that most buyers also buy the products not for their technical function but for their social function is also another indication hat this marketing camping was very successful. Conclusion: The campaign was successful because despite of the threats from the main competitors the headphones were being economical and competitive.The campaign was unique by adding Bluetooth as this technology was not added to any product yet. The beats use media relations and they sponsor their wireless headphones by putting main concentration on the commercials by using the players for sending their key message to the public in order to connect with them. The campaign was very well received by the ad agency as it shows unique concept by showing connectivity with the real life situation issues, means in order to break the external concentration the person should be internally concentrated with peace and calm in head. The brand launched unique element to the product as the consumers want something new with advancement in technology. References: Sciarrretto, A. Beats By Dre ‘Hear What You Want’ Commercial Feat[Web log post]. Retrieved Nov 19, 2014, from http://popcrush.com/beats-by-dre-hear-what-you-want-commercial kevin-garnett-song/ Gianatasio, D. Kevin Garnetts New Beats by Dre Ad Is Tough, Brave and Relentless Fighting doubts and a racist taunt [Web log post]. Retrieved Nov 19, 2014, from http://www.adweek.com/adfreak/kevin-garnetts-new-beats-dre-ad-tough-brave-and-relentless-154090 Joesaar, H., Hein, V., &Hagger, M. S. (2011). Peer influence on young athletes‘ need satisfaction, intrinsic motivation and persistence in sport: A 12-month prospective study. Psychology of Sport and Exercise, 12, 500-508. doi:10.1016/j.psychsport.2011.04.005 Pullins, E. B. (2001). An Exploratory Investigation of the Relationship of Sales Force Compensation and Intrinsic Motivation. Industrial Marketing Management, 30, 403-413. Read More