Beats by dr. dre Marketing presentation

An in depth presentation on beats by dr. dre as a brand.

1. Contents Introduction Product Line Founder Profile Mission Statement Sales Figures Target Market Perceived Value Brand Personality Media Feedback

2. 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.

3. “Forget Sneakers, Let’s sell Speakers”

4. WHAT DO THEY SELL?

5. Who is Dr. Dre ?

6. 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

7. “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

8. the brand

9. LOGO Referred to as “cool” by several publications  Red color represents passion, energy, intimacy and excitement Black color depicts power and prestige

10. 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

11. Key Audiences   Current Beats' Consumers:    Aged 18-24 Skewed male Music lovers Tech-Savvy Highly engaged in        social media But, most importantly financially sound    

12. Why are they charging big bucks? Next level packaging Highly advertised High Perceived Value

13. Why people really buy beats NOT because of great sound

14. CULTURE Poster boy of Deep-rooted American Hip hop culture First and only brand endorsed by artists

15. esteem needs Fashion statement Status More Expensive is perceived as more prestigious

16. EYE CANDY ATTRACTIVE DESIGN PACKAGING UNBOXING EXPERIENCE

17. Brand Personality Positioned as a bold, young, carefree brand.

18. ATTITUDE EGO DEFENSIVE NEEDS URGING CONSUMERS TO BE PROUD OF WHOEVER THEY ARE

19. Wide range of colours to suit varying tastes and preferences. CUSTOMER SATISFACTION

20. Selling freedom to hear what you want, where you want. Block outside noise

21. 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 "  

22. Thank You SUBMITTED BY: ARCHIT JAIN BMS (2016 BATCH)