Brand Management Assignment

Leavitt's model of Brand Building

Group Members

1. Pratikshya Mishra - 601

2. Gaurav Matai - 667

3. Tanushree Kulkarni - 672

4. Reema Bhagia - 690

5. Kanksha Raina – 712

6. Neha Patwari - 668

QuietComfort Noise Cancellation Headphones

Brief History

• Bose Corporation Founded in 1964 by Amar G. Bose.

• Employees: 10,000 (approx)

• Revenue for Year 2012: 2500 Million $

• Introduced Noise Cancellation Headphones in 1989

• Introduced Consumer Noise Cancellation Headphones in 2000 - the QuietComfort Series

• Growth rate of 2011-2012 is 4.40%

• Ranked 195 by Forbes in its list of top 500 companies in the world

• Research firm NPD, placed the Bose brand as the number one audio equipment brand in the United States, with a market share of 20 percent, while the company's closest rival, Harman International Industries, Inc., claimed only 13 percent with its two top brands, JBL and Infinity, combined.

Specializations

• Home Audio• OEM Automotive Audio• Professional Sound• Aviation Audio• Noise Reduction Technology

Driven Cycle

Driving Cycle

The Cycles of Levitt’s Model

Driven Circle

CORE PRODUCT

Core Product

• Noise Cancelling

Headphones

Cancels out unwanted noise.

The ambient noise is "measured" by small microphones that send a signal to the cancellation circuitry, effectively telling the headphones to produce an antinoise signal that's equal but opposite to the noise you want to cancel.

Core Message

NOISE REDUCTION

+

CLEARER AUDIO

+

COMFORTABLE FIT

=

INCREASED MISSION EFFECTIVENESS

ACTUAL PRODUCT

Brand Name

– Bose was the first brand to introduce the technology of Noise Cancellation in

Headphones

– Name associated with technological advances in the field of audio technology

– Ranked 195 by Forbes in its list of top 500 companies in the world

– Trip Advisor’s U.S. Travelers’ Choice Awards for Travel Favorites – Headphones was Bose

QuietComfort

– Quality vouched for by the best names in the world of Audio Technology

– Review sites like CNET and Audiophilia have rated the product 4.5/5

– On sites like Amazon and Apple Store, customers have rated the product 4.5/5

Quality Level

Packaging• Travel case to carry the headphones• Separate pouch for the wires

• Compartments to carry the Guarantee/Warranty Card• Compartment for music player on the back

Packaging

– Classy design – Primary colours are black, steel grey and

white– Now also offering a choice to personalize the

product with customer’s personal designs.

Design

Features

– Noise reduction over a wide range of frequencies.

– Comfortable, around-the-ear fit – TriPort® acoustic headphone structure

– Active equalization – Single, detachable audio cable

– Inline microphone – Inline three-button remote

– 90* rotating for portability and easy storage– Slim carrying case

– One AAA battery promises 35 hours average life.

AUGMENTED PRODUCT

Warranty

• Covered : All parts defective in material or workmanship.

• Time: 3 year

• Repair/Replace the product free of cost

Distribution Networks

• 160 retail stores in US of A

• 60 company owned outlets

• Directly to customers through official site, direct mailers etc

• Through online retail shops like Amazon etc

After Sales Service

• Free lifetime support for bought product

• Any product purchased directly from Bose -phone, store or web - can be returned to

any Bose store for your convenience.

• Online product support site

Other Services/Offers

• Factory Renewed Products: Products returned to Bose are fixed in the factory

and after rigorous checking returned to the market at a lowered price

• Special in-store financing available : To enable interested people to pay in

installments

POTENTIAL PRODUCT

• “Pass-through Audio" option, which would allow the headphones to play music like regular headphones, without noise cancellation.

• “No battery-playback” option in which even when the battery runs out the headphone will work as a normal headphone.

IMC PLAN AND AD CAMPAIGNS

• Preferred Medium : Print

• Concept: When you use the Bose Noise Cancellation Headphones, the

quality of the headphones is so great that no matter whatever

happens around you, you won’t hear a thing.

COMPETITORS

Sennheiser

• Design :

• Sennheiser folds into a compact form, easy to carry and convinient. Same as Bose.

• Bose is better in overall feel when put on because of the extra ear padding.

• Sennheiser has noise controls on the right ear cover making it a more user friendly instead of a remote controller for Bose.

• Features:– Sennheiser has all the controls on the right– In-built rechargeable batteries unlike bose. – Sennheiser also have a more efficient Bluetooth system.

• Noise cancellation : – If bose blocks 100% of all noise, Sennheiser blocks 90%

• Audio quality : – In terms of noise cancellation, Bose wins hands down.

• Price:– There is a 200$ difference as bose is available for 299$

and sennheiser for 499 $.

THANK YOU