2/28/2015

BeatsbyDr.Dre:BrandPositioning

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BeatsbyDr.Dre:BrandPositioning

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Friday,February27,2015

EleenSarahKhanMKT465.5Spring'15Blog1.

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BeatsElectronicsisadivisionofApplewhichproducesaudioproducts.

EleenSarahKhanMKT
465.5Spring'15Blog1.

HeadquarteredinCulverCity,California,U.S.thecompanywascofounded
byrapperandhiphopproducerDr.DreandInterscopeGeffenA&M
RecordschairmanJimmyLovine.
Beats'productlineisprimarilyfocusedonheadphonesandspeakers,
marketedunderthebrandBeatsbyDr.Dre(renderedbeatsbydr.dre);in
particular,itsheadphonelinecharacteristicallyplacesaheavyemphasis
onbass,which,inadvertisingmaterial,Dr.Drestatedallowslistenerstohear
"all"ofthemusic.
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BeatsbyDr.Dre:BrandPositioning

PositioningbyProductAttributes:Theyrenotjustaboutsound.
Theyrestylishandtrendy.Theyfeatureasignatureredcordanda
smallletterbontheear.Thesearesleekandarchitectural,and
dependingonwhomyouask,theyrebecomingtoheadphoneswhat
iPodsaretoMP3players.Itdoesntlooklikewhatyouwouldimagine
headphonestobe,itskindoffuturistic.
PositioningbyBenefits:Comparedwithotherbrandsinhiscategory,Beats
byDr.Dreprovidesauniquehighqualitysoundtreatment.Theheadphones
areknownfortheirbassheavyapproach.Thecombinationoftheextralarge
advancedspeakerdriverandthepowereddigitalamplifiercreateapowerful
andcrystalsound.Youcanlistentodeepthumbingbassthatyoucanfeelto
vocalswhichareclearandnatural.
WhileBeatsisprovidinghighqualitysound,customersalsogetthefollowing
extras:
Ascratchresistantcoating
Asonictalkcableformobilephone:pausesthemusicwhileincoming
phonecalls

PositioningbyValueandBeliefs
The brains behind the brand didnt position the brand as another
consumer electronics product this would have reduced it to a mere
commodity. Rather, they positioned it as something more because of
thevaluepropositionmarketingtheyhadstrategicallydeveloped.
When people bought beats by Dr. Dre, they didnt see themselves
paying for a headphone, which is what they usually perceived the
competing brands as, rather, they see themselves as paying for
class.
Theyveusedpopularmusiciansandsportsmenforbranding.
TheyveintroducedJustBeatsSolobyJustinBieber,Heartbeatsby
LadyGaga,DiddyBeatsbySeanCombsandPowerBeatsbyLeBron
James.Consequentlyallthosecelebritiesareusedasspokespersons
forthebrand.

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2/28/2015

forthebrand.

BeatsbyDr.Dre:BrandPositioning

Using what celebrities use not only makes you cool, it makes you
proud. You suddenly perceive yourself as being among the exclusive
groupofpeoplewhousethebrand.Inotherwords,youarebuyinga
membershipintoaVIPclub.

EstablishingBrandPositioning:
Market Segments: Unlike other already existing headphones in the
market, beats by Dr. Dre headphone was created for not just music
lovers, but for a particular kind of music lovers, in this case, hiphop
music lovers. Its engineered not for everyone, but for the unusual
ones. They dont hide this fact they clearly state it in their popular
sloganThinkDifferent.
Nowyouprobablyunderstandwhytheyareinterestedinbuyingover
theBeatsbyDr.Drebrand.Itssimple,greatmindsthinkalikeandlike
attractslike!
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BeatsbyDr.Dre:BrandPositioning

Wewantedtorecreatethatexcitementofbeinginthestudio.Thats
whypeoplelisten.
JimmyIovine,Cofounder

Thisdeepknowledgeoftheircustomershasbeenthecriticalwinning
differenceforthebrandrightfromtheverybeginning.Fromthechoice
of product name beats to the choice of cofounders Dr. Dre, and
JimmyIovine,everythingabouttheproductscreamshiphop.

POPsandPODscomparedtoBeatsDirectCompetitions

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BeatsbyDr.Dre:BrandPositioning

Attheorigin,thedesignsoftheheadphoneswerenotreallywhatmattered
intheindustry.Butthen,Beatscreatedatruerevolution:hemanagedto
createanewPointofDifference:averyoriginaldesign.Thelaunchingofthe
headphonesBeatsbyDr.Drewassosuccessfulthatallbrandsaretryingto
innovatetocreatemoreoriginaldesigns.ItisbecomingaPointofParityin
thehighendheadphonessector.

Alloftheirattemptsintheiruniquebrandpositioninghasbeensuccessfulin
givingitscustomersafeelingoffun,afeelingofexcitementandfeelingof
socialapproval.
Recommendation
Beatsshouldendorsecelebritiesfromthemetalgenreandnotonlypopas
theyhavebeendoingsofar.Thereareplentyofmetalfansoutthereand
endorsingIronMaiden(forexample)wouldmadethebrandrelateableto
moremusicenthusiasts.Moreover,theonlydrawbackisthattheir
headphonesandspeakersareexpensivetomanywhocannotafford.They
canarrangeseveralcontestsandgivethewinnerstheirgadgetsasprizes.On
theotherhand,theymayaddmorevaluetotheirexistingproducts,for
example,byprovidingdiscountsonconcertticketsofacelebritythey
endorsed,uponbuyingtheirproducts.
References
Maccabee.P.(2014).7LESSONSFROMABRANDBATTLE:BOSEVS.BEATSBYDRE
HEADPHONES.Retrievedfromhttp://info.maccabee.com/

Helm.B.(2014).How Dr. Dres Headphones Com pany B ec am e a B illion

Dollar B us ines s . Ret riev ed f rom http://www.slate.com/

Sanburn.J.(2013).HowDr.DreMade$300HeadphonesaMustHaveAccessory
.Time.Retrievedfromhttp://time.com/

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BeatsbyDr.Dre:BrandPositioning

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