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Repositioning Turntables to HipProfessionals
Ariel Bitran, Cheryl Neoh, Jeremiah O’Neil,Erica Swallow, and Andrew Wong
ConsumerBehaviorC55.0002 - Section
 
History of the Turntable
First invented in late 1870s Through the 1960s and1970s, turntables were theleading audio technologyPredominantly replaced bydigital players in 80s and90sVinyl records and turntablesgrowing popular once again
OPPORTUNITY| TARGET | CONCEPT | RESEARCH |STRATEGY
 
Current Market Trends
Great advances in playbacksince 1970s; still retro appealUS record sales increase 40%in 2007 to 1.3 million unitsAmazon launches vinyl-onlysection of its online storeWhile MP3s conquer themarket, CDs become a dyingtrend
OPPORTUNITY| TARGET | CONCEPT | RESEARCH |STRATEGY
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