Ch. 15 Marketing Communication

Marketing communication seeks to inform, persuade and reminds potential buyers of a product in order to influence an opinion or bring out a response. The main objective of beats pro headphones is to strengthen the experience of the music in and out of the studio, since “people aren’t hearing the music” the way they should the beats pro headphones are just what you need they  were created specifically to close the gap of not hearing the full spectrum of sound that was recorded during the production of the music. Artist and producers have worked long nights and days perfecting their sound which is why Dr dre and his team created this headphone.






Dr dre are also a wear of the counterfeit beats headphones that have been surfacing on the market today this is why by posting ads and links on their official beats website as well as how to locate authorized dealer. The company wants to ensure that their customers are purchasing the true beats headphones.

 Dr dre intended target market is teens and hip hop artist and producer’s trough social media apple dr dre seeks to promote and add awareness of his valuable invention yet. Dr dre rely heavily on YouTube channels to help customers in making a decision on weather to go for his headphones as oppose to a cheaper brand which would only last half the life time as a beats headphones.

 

PRODUCT LIFE CYCLE

 

 

 

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.

Ch. 17 - Personal Selling and Sales Management

My company Beats by Dr Dre often uses social media such as Facebook and Instagram to better fit the needs of a customers today. Young shoppers often times do a little research on the different styles and prices before making their way down to the store to interact with a sales representative and make their purchase. On their Facebook page they have a lot of pictures of celebrities wearing their headphones. I have also seen several times among my friends that when people are buying themselves a pair of Dr Dre, they take a photo and upload it on Instagram, just like they do with their new iPhone’s. Beats by Dr Dre are making the target audience proud to be using their product. That gives them loads of brand ambassadors and positive word of mouth.

Apple will begin allowing prospective customers to test out in-ear headphones prior to purchase within Apple Stores, according to several employees. Due to sanitation concerns, Apple has been reluctant to allowing customers to try out in-ear headphones, but a new solution called Demo Kits will solve this problem. Beginning this week, when a customer is interested in purchasing in-ear headphones, an Apple Store employee will have the ability to create a custom Demo Kit that holds up to six different models of in-ear headphones. These kits will include a fresh pair ear tips and alcohol cleaning wipes so that the try on process is sanitary.

The customer will then be able to keep the ear tips regardless if they purchase the headphones. The customer can then plug the headphones into their iPhone or iPod to sample the quality before making their purchase decision. Now of course who would not want to hear the sound quality of a headphone and the durability before purchasing a headphone at such a high price? Apple have also informed their employees that 51% of surveyed customers have said that they would like to test out in-ear headphones prior to purchasing, so this move will likely to increase the sales of the in-ear headphone sales via Apple Store. Of course, with the upcoming Bluetooth Apple Watch, Apple will market Bluetooth headphones alongside the device for music and fitness applications.

chapter 16 Advertising, Public Relations and sales promotion

Beats by Dr Dre is a well known brand of headphones in industry today, more and more Dj and teenagers are going for what’s called the headphones of all headphones. We live in a time where music fashion and technology is truly beginning to intertwine, in 2008 Jimmy Iovine, Dr Dre and Luke wood came up with an idea to make it possible to listen to your music in a fashionable way. All of this would have not been possible without the use of advertising, public relations and sales promotions to the consumers, with its strong presence of loyal YouTube audience of 200,000 subscribers beast have now move their attention to the rest of the social media world Facebook, twitter just to name a few.

Pioneering advertising

“People aren’t hearing the music”

After five years of conquering the world with its beats headphones Dr Dre decided it was time to release an updated model of its beats mixer headphones to the “Beats Pro” to rule the set of Dj headphones out on the market today.

The beats pro headphones allow you take sound seriously. That means you are hearing the music the way it was originally heard by the artist in the studio. The beats pro headphones is also great for the noise canceling effect without the need for power switches or batteries. It’s the real studio monitor experience in a headphone. Beats Pro are made of steel and aluminum, giving you an interior sound platform more solid than most. That’s why you’ll feel the kind of bass that resonates deep in your chest when you play your music.