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assignment consumer behavior select a brand and create a product extension. identify and communicate the benefits of your product, offering your target market developing longterm and profitable relationships. create a presentation that acknowledges your existing and potential consumers’ lifestyles, needs, perceptions, and behaviors, as well as the brand itself. spring ’12

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christine trias

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Beats Electronics is the brainchild of legendary artist and producer Dr. Dre and Jimmy Lovine, Chairman of Interscope Geffen A&M Records, who set out to develop a new type of headphone with the capability to reproduce the full spectrum of sound that musical artists and producers hear in professional recording studios.

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Studio

-Noise Cancellation -Extra Comfortable Ear Cups -Remote Control

Solo - Clearer Sound - Deeper Bass - Impossible to Break - Built-in Mic

Wireless - 10 Hrs of Battery Life - Connects To Any Device - Easy Playback

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Tour

urBeats

Power Beats

- Compact and Portable - Will Not Distort Sound Control Buttons

- Metal Housing - Built To Last - Built In Mic

-Athletic Friendly - Fits All Ears - Sweat proof

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Combining the key features of the urBeats in-ear headphones with the Wireless over the ear headphones, a new product will emerge; Beats by Dre creating a wireless, inear headphones with grid iron tough durability, 10+ hour battery life, and incredibly clear HD sound.

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COMPETITIVE ENVIRONMENT

Strengths Smaller, Form-Fitted, Convenient, Tangle Free, HD Sound Quality, BlueTooth, By Dr. Dre Weaknesses Expensive, No Control Buttons, No Microphone Major Competitors Bose, Sennheiser, & UrbanEars Threats Other artists, such as 50 cent and Ludacris also have an HD sound quality headphone line. 7


Consumer Market Segmentation

Young Adults Male & Female, 18-26 Household Income $75,000+ Education College Lifestyle Musicians, Artists, Dancers, Athletes, Gamers, Commuters, Luxury Forward

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Influence and Value

Group and Peer Influences Online Reviews, Celebrity Endorsements, Popularity Expense vs Features Music Intense Culture/ Lifestyle

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Perception

Brand name product which features studio-like range of sound with the convenience of size and quality. Possible Perceptions Attractive, Trendy, Fun, Convenient, Reliable, Questionable, Interesting

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Learning

High Involvement Learning Demos at Retail Stores: Apple, Best Buy, Etc. Commercials, Advertisements, Online Videos Online Reviews

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Motives

High Definition and high quality range of sound that is convenient enough to take anywhere. Maslow Hierarchy of Needs: Esteem / Self-Actualization Product Benefit: Design & Performance

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Attitudes

Heightened product image High Expectations Reliable Needs to Change: Attitude Towards the Relationship between Expense and Worthy

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Brand Personality

Sleek, Sophisticated, Modern Brand Personality: Luxurious, Fashionable, Credible, Consistent, Up-To-Date Celebrity Endorsements Detailed Advertisements Design of Packaging

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Where To Buy Online Beats Store Apple Stores Retailers Best Buy, Target Electronic Stores

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Consumer Behavior