CHAPTER 8 Segmenting and Targeting Market

Segmenting and targeting market

Market segmentation plays a major role in the marketing stratergy of almost all successful business segmentation helps decision makers to more accurately define marketing objectives and better distribute resources 

Demographic segmentation

Beats by dr dre headphones represent the sound attitude and culture of both males and females18-34 year old urban males who just wants to differentiate them. People who are seen wearing these headphones are considered to be fashionable and are very interested in music and the sound quality of the music over the cost.

Positioning

Since Dr Dre have such a high concentrated target market he now finds his product have a niche market which made them positioned themselves as the most “cool” and fashionable headphones on the market today almost a must-have for every young person as well as anyone who loves music.

Product differentiation “Beats vs. Bose wireless headphones”

Beats

Pros

·       Excellent sound

·       Good noise-cancelling capabilities

·       OK battery life

·       Slick design

·       Great microphone

·       Wireless

Cons

·       Very uncomfortable to wear

Bose

Pros

·       Excellent sound

·       Good battery life

·       Descent design (but not as slick as the Beats)

·       Great microphone

·       Very comfortable to wear

·       Wireless

·       Can be linked to multiple devices via Bluetooth

Cons

·       No noise-cancelling capabilities