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 Nois...