Chapter 10 Product Concepts

The concept of a product is usually the starting point in creating a marketing mix. A product may be defined as everything, both favorable and unfavorable that a person receives in an exchange. Beats by dr dre can be seen as a Specialty Product that a consumer searches extensively for to satisfy there individual personal wants and needs.

The most important part of having a product on the market today is to make that product stand out from the rest and know your target market. The beats logo on dr. dre headphones “b” has proven itself both in the music and headphones industry. Every wonder how did the concept came about well here the story behind it

"I was walking down the beach one day and I ran into Andre Young, Dr. Dre," Iovine said. "I was exercising, and I said, 'How’re you doing?' And Dre is very soft-spoken, doesn’t talk much, he just said to me, 'Yo, my lawyer, he wants me to sell sneakers — what do you think?' "I said, 'Dre, nobody in the world cares about how you dress or will care about your sneakers. What you should sell is speakers.' At that moment, he said to me, 'We can do that?' And I said, 'F--- yeah.'" For Iovine, it was exactly the opportunity he had been searching for. "It all hit me at once: Steve Jobs, the record business, the iPod, Dre, 'cool' ... it all hit me at once, and I said, 'Let's do this.'" The two then had to figure out a name for the business. "[Dre] said, 'You know I use this word ‘beats,'" Iovine said. "'You know, I make beats, right, so 'Beats by Dr. Dre.'' "I said, 'OK, headphones ... beats ... by Dr. Dre — headphones and speakers.' "He said, 'I’m in,' and that was the beginning of the company, and that’s exactly how it happened."

If you happen to purchase a beats headphones it is important that you pay attention to the physical packaging and appearance as well to make sure you are getting the real deal and not a “knock off”. The packaging of any beats headphones is what sets it apart from competing brands like Sony, Bose, skull candy just to name a few, many of the competing brands are just simply shrink wrapped in hand, clear plastic and displayed generically next to each other regardless of price where as a beats headphone is displayed in a large box. The front panel of the large box consist of a picture of the headphone, beats pro and the branding name “beats by dr. dre” the side and back panel consist of a listing of the product specification and its marketing slogan in four different languages also at the bottom of the box is your serial number for proof of purchase and information about the logo “b” for beats electronics in tree different language.