INTEGRATED MARETING COMMUNICATION

PROJECT

Institute of Management Technology, Ghaziabad

PRODUCT:
BWear Noise Cancellation product line by Bose

Faculty: Prof. Ravindra Saxena

Group-I, Section- B, PGDM '22

Roll. No Student Name Email ID Mob. Number

200201005 Abishaek J S dcp20abishaekjs@imt.ac.in 8903515937

200201070 Shashank Krishna dcp20shashankkrishna@imt.ac.in 8439215567

200201074 Shipra Aggarwal dcp20shipraaggarwal@imt.ac.in 9943640416

200201084 Tanya Agarwal dcp20tanyaagarwal@imt.ac.in 9873883923

EXECUTIVE SUMMARY

In the current scenario, where the world has shifted online, more so due to Covid-19,

Headphones which used to be just a device used for entertainment, has become an integral

part of our lives hence raising the need to customize them and adapt every possible feature

that make our lives easier. This is what our product is trying to do, providing the best noise-

canceling headphones.. UAE has a vast scope for any such product considering the per capita

income of its residents and also the fact that people here have enough disposable income to

spare on such products.

The report provides in depth information about the product, the market scenario, and the in

depth market strategy of the product to be launched by Bose.

OBJECTIVE OF THE REPORT

To study the Premium segment of bottled water in the market of UAE.

 Analyse the Market for the Launch of Bose's new product line- Bwear

Headphones

 Analyse the competition in the headphones industry in the UAE

 Formulate a prelaunch marketing Campign for the product

 Positioning the product in the market in such a way that it gains popularity

easily.
 1. OVERVIEW OF THE COMPANY

Bose Corporation is an American manufacturing company that predominantly sells audio

equipment. The company was established by Amar Bose in 1964 and is based in Framingham,
Massachusetts. Bose is best known for its home audio systems and speakers, noise-cancelling
headphones, professional audio products and automobile sound systems. Bose has a
reputation for being particularly protective of its patents, trademarks, and brands.

Vision: To provide best services to their customers, by continuous innovation, Bose

tries to come up with products that their customers find joy in using.

Mission: Think of better solutions, create better products, help people enjoy the things they
love.

2. BOSE's Bwear
 Its not so long ago, when people used to wear headphones solely for enetertainment
but in the current scenario where everything has shift online from office, to medical
appointments, headphones have become a crucial part of our lives and our everyday
companion. This induces the need to provide the best quality of headphones that
can satisfy every single need of the consumers, one such unignorable need is a good
quality noise cancellation feature, which is what our product is highlighting.
 Bwear provides best noise cancellation feature, which is so good that you have to
be aware while wearing it as you might not even be able to hear if there's an
apocalypse outside your room window.
 Along with the above mentioned feature, it is stylish looking, much adaptable to the
needs of the consumers providing the best experience.

Competition:

As far as noise cancellation headphones are considered, Bose already captures the
majority of the population of UAE, its competitors though are as follows:

SONY: Sony was among the first brands to ever produce a noise cancelling
headphones. Over the years, this brand has produced numerous models in both in the
wired and wireless categories. Over the year, Sony has produced numerous models.

JBL: JBL aims at manufacturing the finest quality sound solutions and audio

accessories that the industry has to offer. Whether it be your pair
of headphones or earphones or your home sound system or a pair of portable
speakers, we guarantee you’ll find exactly what you need.

ANKER: The Anker SoundCore Life 2 are decent mixed usage wireless over-ears.
They are noise cancelling, but their ANC feature is disappointing, especially for
commuting. On the upside, they have a decent audio reproduction and are better suited
 for bass-heavy genres. They also have a bass boost effect that is easy to use but won't
let you know on which setting you are. Their battery life is amazing and will last you
around 28 hours. 

3. SEGMENTATION AND TARGETING

Demographic

• The focus is on a crowd with high per capita income

• Young to middle aged individuals
• Individuals with sufficient disposable income

Psychographic

• Based on Personality, lifestyle, especially for officer worker, businessman and

college students who want to enjoy a quiet and personal space in the airplane,
subway, train, bus and other environment

Geographic :

 All the Emirates, irrespective of the region/district are included.

Behavioural :

 People with good Brand Loyal and Benefit expectations come under this
category who will continue to remain loyal to the brand for a significant period of
time.

TARGETTING

Bose being a premium brand, wants to launch its Bwear product line in UAE, considering the
country's high GDP and high living standards. We target young to middle-aged customers who
have extreme love for music and want to immerse in its sound completely.

MARKET POSITIONING

The company is trying to position the product line- Bwear as High- End with the best Noise
Cancelling Feature that you have never experienced before. With its new product line, Bwear
you got to be aware while using it as it will make you immerse fully into the music you are
listening to.

It is alternatively positioning the product line is a way to escape from reality, or should we say
the cruel world that is out there by asking the simple question-

"Sometimes, don't you wanna switch off the world?

Here you go! Headphones on, world off.

With its noise cancellation feature, Bose' Bwear headphones help reduce what you don't want
to hear!

No matter how noisy the world is, it will be just you and your music."

OBJECTIVES OF THE ADVERTISING CAMPAIGN

 To introduce the product line to the masses with a differentiated positioning while
aligning with the company's tagline.
 To inform the existing loyal customers about the Launch of the product line and making
it interactive for them
 To influence the target audience's decision by giving them the option of "try and buy".
 To successfully position the product in the market and acquire new customers.
Advertising campaign:

Advertising campaign is important part of integrated marketing communication. it forms the

series of advertisement messages which communicate a basic idea and a single theme for
potential customers. advertising campaigns have a set of objectives such as increasing the brand
awareness, establishing or launching a new product line, for example here we are launching a
product line of Bose which is a well-established brand and through this we are trying to convert
the new product line awareness into sales. the success or the failure rate of this advertising
campaigns in accomplishing its goals is measured by the effectiveness of this advertising
campaign.

In our advertising campaign for launching this new series of product line, we have used mass
marketing which includes TV, billboards and YouTube, social media marketing which includes
platforms like Twitter Facebook and YouTube, communication through famous magazines and
influencer marketing which is quite trending recently.

Creative strategy:

In our advertisement we have used humor appeal, rational appeal, and emotional appeal. Also,
we have focused on the new technology used in our headphones which are the best noise
cancellation headphones.

Humour appeal is used as the person completely forgets about the world and is unaware of
what's happening in the surroundings and one should wear the headphones at his own risk which
is conveyed in a humorous way where there is a meteor shower, and the world is destroying but
the person using the headphones is completely immersed in the music.

Mass marketing:

We have used mass marketing as a form of advertising campaign to appeal the whole market
with our new product line and to broadcast the message to largest number of people. This is done
to focus on high sales. An advertisement made does not focus on any particular segment and is
played on television and uploaded on YouTube page and various other social media platforms.
Advertisement link: https://www.youtube.com/watch?v=byWiOW2kK8o

Billboards:

Billboards is an excellent way to produce result to market the business successfully. it comes
under innovative marketing strategy to promote the campaign in more influential way, and it
helps a lot in mass marketing. billboard advertising is popular in UAE which is our primary
market to target. it is low in cost than other media marketing like TV and social media.it
increases visibility and has a wide reach as many people share the first glance of advertisement at
the Billboard and it also helps in creating an impact as the same people may travel through same
route. it's cost effective even though the outdoor advertising is still high in demand.
Communication through magazine:

Combining print advertisement along with the digital one is away to reach out more people in
short duration of time and magazines have a particular target audience but we can target through
our advertisement by appealing to those segmented for the magazine.

Social media marketing:

we have done our advertising campaign through launching the advertisement of our new product
line on Twitter I'm Facebook and our YouTube channel which are well established pages with
many followers.

the advertisement uses AIDA Model:

Awareness- creating brand awareness in advertisement

Interest - trying to gather interest by showing how effective the noise cancellation and
headphones work
Desire - by portraying the desire when someone wants to switch off from the world and immerse
himself into the music

Action - trying to convince the potential customers to buy the product if they have the similar
desire.

Interactive marketing:

Interactive marketing is done to communicate one to one and it focuses on individual customer
by triggering the customer's behavior and preference. it is a modern way of marketing and here
we are trying to communicate to the potential customer by allowing him to experience the noise
cancellation headphone by plugging it in and playing his own music in the plug-in points at
places like airports and other crowded places.

we're doing interactive marketing by placing the below poster at the place where the plug in
point is:
Influencer marketing:

In this marketing the brand partners with the talented we do content creators for influential
marketing of the products and to promote the brand and the sales from their network. For our
advertising campaign we have partnered with most famous take reviewers of such products by
giving them the pre-launch box off the product so that they can experience it and review it and
help influencing their network and creating awareness about the product.

Effectiveness to be measured:

Effectiveness of the advertising campaign is measured through various means:

By checking the traffic on the YouTube advertisement and the number of views and comments
and likes on it. Views and sharing of advertisement on various social media platform. Number of
users interacting with the plugin points and giving their feedbacks. Number of views and
comments on the influencers video which include our products review.