Marketing Plan for Headsets

Marketing Plan: Beats by Dre Speakers
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Marketing Plan: Beats by Dre Speakers
Product augmentation as a marketing strategy focuses on extra valuation aspects to rise above competition and expand its customer base. A product is defined by its core benefits, features, packaging, design, and the augmented value additions like warranty, credit, and after sale services. Beats by Dre is the leading manufacture of headphone speakers with an estimated market share of 70% providing an excellent product analysis in the product development and augmentation (Beer, 2015). Beats by Dre product augmentation spans across all the rings and draws most of the product strength from exotic lifestyle branding capturing the various characteristics contributing to its market resilience (Finkle, 2018). This report analyzes Beats by Dre’s core benefits, features, warranty, and packaging techniques as well as the branding strategies that have heled maintain the not only reliable but also prestigious image associated with the speakers. It also analyzes how the pricing approach has helped the product achieve its marketing objectives.
Beat by Dre Core Benefits
Finkle (2018) notes that one of the core reasons for launching the brand was to provide quality audio to a younger generation. Providing quality music to its consumers, motivated by the fact that the founders- Jimmy Lovine and Andre Young- are music producers is the core benefit of the Beats by Dre speakers. As seen in corporation’s mission and brand mantra, it insists on a quality experience and the delivery of a studio sound (Alexander et al., 2018). Another benefit offered by using Beats by Dre is the status symbol which is instilled by the pricing and branding strategies thus raising its perceived value to its customers (Finkle, 2018). Erik (2011) noted that the speakers help listeners hear ‘all the music’ through noise in addition to providing the luxury due to the pricing and celebrity association instilling prestige to the customers. The variety of the designs, especially after its transfer to Apple Inc. also gives its customers the freedom of self-expression and individuality (Beats by Dre, 2019). Features like wireless connectivity also gives users more freedom in conducting chores as it offers remote access to phone calls and other services.
Beats by Dre Features
The headphones have several features that are indicative of the quality and prestige professed in the core benefits. Different Beats Headphone modes have various features which are contributive to the pricing and specifications like deejaying and studio (Baker et al., 2020). Some of the common features in the latest Beats Headsets which comprises of nine product lines include fast fuel, Active Noise Cancelation (ANC), and wireless connectivity (Apple Insider, 2020). For example, the features in the Powerbeats Pro model include sweat resistance, ANC which allows 4.5-hour battery for 15-minute charging, and an Apple W1 chip that allows connectivity to other iOS products (Saunders, 2020). The models are also Siri activated allowing the remote commands to phones and also offers a variety of colors for consumer preference. Other models like the Solo Pro Noise-Cancelling and Beats Studio 3 Wireless are fitted with noise cancelations, have a long battery life-40 hour and come in up to nine colors (Baker et al, 2020; Saunders 2020). In addition to the Apple W1 and H1 chipsets, they are also fitted with Bluetooth connectivity which enhances access to other devices. The Beat Solo Pro is also fitted with the transparency mode whose algorithm allows necessary sounds eliminating sealed ears (Apple Insider, 2020). Another feature that distinguishes Beat’s cabled earphones is that the urBeats3 and BeatsX models are tangle free and offers several tips for customers variety and specifications (Saunders, 2020). The Beats Pill+, can also be used to charging other iOS devices.
Packaging
Beats by Dre packaging and designing exhibits a strong visualization that distinguishes the products through use of color, and sleek shaping, and sizing (Finkle, 2020). The packaging of Beats by Dre pulls customers to its genuineness by the logo and a hard-cardboard casing that promotes protection and conservation of not only the headsets but also the environment (Pesche, 2014). The matte packaging with glossy red and black colors makes it to stand out in retail aisles and ample enough to allow for convenient transportation especially for public commuters (The Packaging Insider, 2020). Gibbs (2014) notes that the model is always redesigning the packaging with each model to show reinvention citing from the Beats Pill XL packaging showing uniqueness and ratification. The packaging Insider (2020) describes the Pill’s packaging as a personification of fun with variational designs that embrace the individuality of the consumers.
Warranty and Other Services
Some of the extra services by Beats is the connectivity to other iOS through Bluetooth, Siri, and Apple W1 and H1 chipsets. Beats Music later Apple Music is also an extra service that is a package with brand which is a great incentive for customers to stream quality music for its customers (Apple Insider, 2020). Apple offers a return services for damaged products for inspecti...