Advertising:PromotionDePaul University

MKT 301: June 2014

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.

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.

Endorsement

❖ Exclusive

➢ Celebrity Endorsement

❖ Most desired headphones

in the marketplace

➢ “Best Headphones of

2013” - Forbes

❖ High Price = High Quality

Image

❖ Headphones

❖ Earphones

❖ Speakers

➢ The Pill

❖ Accessories

❖ The Solo2: Beats’ most popular

headphone has been redesigned

New Products

❖ Endorsements: Professional

athletes and music artists

❖ TV advertisements:

Commercials, World Cup Ads

❖ Online marketing: Facebook,

Twitter, Instagram

New Communication Campaigns

❖Celebrities

❖ Band-Wagon

➢ “You aren’t listening to music correctly unless you

have Beats”

❖ Ethos

➢Stems from Dr. Dre

Sales Promotion Techniques

❖ “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.

❖ 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

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

The Game Before the Game

https://www.youtube.com/watch?v=v_i3Lcjli84