Running head: PROMOTION ANALYSIS 1

Promotion Analysis

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PROMOTION ANALYSIS

Integrated Communication

Integrated marketing communications contribute to the company's economic success by

delivering a consistent message across all fronts (TV, internet, magazines, et cetera). For Beats

by Dre, the message they send to the consumer is a headset that brings studio-quality sound to

anyone. Indeed Jimmy Lovine, co-founder, says, "We wanted to recreate that excitement of

being in the studio. That's why people listen" Philips (2020). Dr. Dre also says:

“When I'm making a track, I'm trying to capture the sound that makes me go 'now

THAT's the shit! And I want that reaction from everybody who hears it. I spend a lot of

time in the studio listening to my music through headphones…with Beats, people are

finally going to hear it the way they should: the way I do.” Philips (2020)

Furthermore, one of the most critical aspects of their communication strategy is their

celebrity endorsements. These endorsements are a direct line to their consumers and give the

brand a wide range of recognition. For instance, whenever you watch a sporting event, there is

always an athlete walking to the locker room with a pair of Beats by Dre headphones on.

Nevertheless, for the competition, this is not the case. SMS Audio by 50 cent is one of the Beats

by Dre's competitors, and while it is a big name in the music industry, he lacks the endorsements

that Beats have. As a result, this offers Beats by Dre a significant advantage on their competition.

Communications Strategy

Beats' communication strategy focuses on endorsements and music videos, rather than on

the features (Philips, 2020). This strategy has been effective in the music industry. In essence,

promoting a product (Headphones) in a music video reaches a wide range of consumers across

the globe and also builds the brand name as the one most used by the celebrities within the

industry. Moreover, because prominent name artists are using them, it raises the product's
PROMOTION ANALYSIS

acceptability and popularity, making potential users believe the product is cooler and better than

everything else on the market. Promoting the products with the name Dr. Dre, a celebrity himself

instantly increases the interest in the headphones.

Furthermore, by celebrity athletes wearing the headphones in and out of the arenas or

stadiums, the product is almost promoting itself. In fact, this how I developed an interest in the

headphones for the first. Thus, the most useful promotion strategy the Beats uses for its potential

users is by using public figures and celebrities wearing the headphones.

Improvements to a company's promotional strategy

The promotional strategy used for Beats by Dre’s is appropriate and effective. On the

other hand, one aspect of the company falls in is promoting to the average athlete or that

upcoming artist who is not already successful. Primarily, when one thinks about the headphones,

what comes into mind is an expensive product used by iconic athletes and celebrities. Even the

company’s Solo 2’, a relatively low-priced line of on-ear headphones the priced at $199, is

considered expensive and luxurious (Beats Solo 2, 2020). This is the case, although Solo 2’s are

priced relatively the same as other brands headphones, for instance, Sennheiser's Momentum on-

ear 2 headphones costing $229.95 (Sennheiser, 2020). Hence, executing different promotion,

perhaps toward an average athlete or an upcoming artist who is not yet a megastar, would

demonstrate that the headphones not only for prominent artists or athletes but also for the

average individuals in the industry.

Promotional Components of Sales Approach

Presently, Beats by Dre has a free 2-day shipping sales promotion on all the headphones

in stock through the Apple online store (Beats Promotions, 2020). Although this might not be
PROMOTION ANALYSIS

appealing like a decrease in price, it is still relatively attractive to consumers. Shipping can be

expensive depending on the location and item, thus turning users away from buying the product.

Hence, offering free shipping as a sales promotion strategy is effective in attracting consumers to

the product. Furthermore, an important element of a promotional sales strategy is timing. The

release of a new IPhone is an ideal moment for Beats by Dre to release a brand new wireless line.

For instance, because the new IPhone lacks an audio port, the sale of wireless headphones

increases, and as one of the biggest brands in the market, Beats by Dre benefits more from

increased demand. Besides, with the introduction of the new line, the sale of the older ones

reduced. For instance, at BestBuy, the Powerbeats 2 are presently on sale at a retail price of $80

with free 2-day shipping (Beats by Dre, 2020). This appeals to customers who do not feel the

need to have the latest technology. As a result, for Beats by Dre, this is a win/win situation. The

company will experience an increase in sales for both the older lines and the wireless line.

Management Challenge

Changing the promotion strategy to target the upcoming artists and athletes poses many

challenges to management. First, management will have to develop a new promotion headline.

For instance, "A Beat Ahead," creating the impression that the headphones provide the budding

athlete or artist an advantage or a competitive edge over others using other brands. Moreover, the

timing of the promotion is also essential. An ideal time to promote upcoming athletes and artists

can be during events, for instance, the NFL Scouting combine. Athletes are there to prove that

they have all it takes to make it at the pro level and are often seeking to gain a competitive edge

whenever possible. Whether it is boosting confidence through a nice pair of headphones,

developing a promotion headline, and promoting at an ideal moment, both play an important role

in the product's success and substantially affect management.

PROMOTION ANALYSIS

References

Beats by Dr. Dre - Powerbeats2 Wireless Earbud Headphones - Black. (2020). Retrieved July 13,

2020, from http://www.bestbuy.com/site/beats-by-dr-dre-powerbeats2-wireless-earbud-

headphones-black/4315000.p?skuId=4315000

Beats Promotions | Beats by Dr. Dre. (2020). Retrieved July 13, 2020, from

http://www.beatsbydre.com/support/promotion-terms.html

Beats Solo2 On-Ear Lightweight Headphones | Beats by Dre. (2020). Retrieved July 13, 2020,

from http://www.beatsbydre.com/headphones/browse-headphones/on-ear-

headphones/ML9G2.html

Music Headphones portable - Sennheiser. (n.d.). Retrieved July 13, 2020, from https://en-

us.sennheiser.com/music-headphones-portable

Philips, T., Jnr. (2020). 5 Beats by Dr. Dre Marketing Strategies for Entrepreneurs -

naijapreneur. Retrieved July 13, 2020, from http://www.naijapreneur.com/beats-by-dr-

dre-marketing-strategies/