BEATS ELECTRONICSAudio Products for Every Generation

EXECUTIVE SUMMARY

There is a growing demographic that is being overlooked within the current marketing approach. Let’s beat our competitors in targeting this audience by broadening the marketing strategy to include family-style and senior advertisements.

COMPANY INFORMATION

Beats by Dre is an audio systems and sound equipment company that manufactures high-end headphones, earphones and speakers.

After concluding that people were not "hearing all the music" Dr. Dre and Jimmy Iovine founded Beats in 2006. (Dorris, 2013)

The company's primary focus is to inspire life through quality audio products along with a streaming media music subscription.

Dorris, J. (2013). How beats by dre knocked out better headphones. Retrieved from The Age:http://www.theage.com.au/digital-life/digital-life-news/how-beats-by-dre-knocked-out-better-headphones-20130913-2tola.html

SITUATION ANALYSIS

Beats Electronic is an industry leading brand that is in need of an emotional connection with its audience.

A broader marketing strategy is needed to reach 50% of the US population.

TARGET A GROWING AUDIENCE

OBJECTIVES• Incorporate an overall marketing

approach that reaches beyond Millennials.

• Use stories of achievement to inspire the public.

• Keep the energetic vibe associated with Beats and translate it to an older population.

#NOSTALGICMOMENTS #CLASSICSTYLE

#4THETROOPS

Broaden the generational celebrity sponsorship and incorporate content that reaches a wider audience.

STRATEGIES

Create relatable imagery

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Use inspirational stories

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Introduce Baby-Boomers to Beats

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TACTICSAllow the audience to promote the brand.

GOALSActive participation on digital social profiles.

Older audiences acknowledge Beats as potential merchandise.

Increase in revenue due to a larger target audience.

A VARIETY OF CONTENT DISSEMINATING ON VARIOUS DIGITAL MEDIUMS WILL FRACTURE THE MARKETPLACE INTO FINER SEGMENTS (LEFEBVRE, 2007) ALLOWING FOR A MORE TAILORED

MARKETING APPROACH.

DELIVERY CHANNELS

Lefebvre, R. (2007). The new technology: the consumer as participant rather than target audience. Social marketing quarterly, 31-42.

BUDGET• This campaign has an estimated budget of $180,000. • Cost includes:

• Photography• Pre and post video production• Website updates• Online Marketing Systems • Critic Relationship Building (receive free product for testing)

• Estimated 20% increase in revenue

6-MONTH PLANJAN FEB MARCH APRIL MAY JUNE

GREEN – DEVELOPMENT & PLANNING

BLUE – CONTENT & IMAGERY

RED – TESTING & POLISHING

TIMELINE

CAMPAIGN IN A NUTSHELLAudio products are for everyone. Every generation loves music and would like to experience it not just listen to it. Beats merchandise can provide the experience they are

missing. Expanding the marketing plan will not only open the door to more revenue but every demographic will be

able to recognize and relate to the Beats brand.

#HaveAnExperience