Case Study Of Beats By Dre

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Dr. Dre, also known as Andre Young, has been well known name in music circles. He has been a part of music acts like Snoop Dog and Eminem. Beats by Dr. Dre has become a popular audio technology brand that has come to be the epitome of audio quality. By going to the beatsbydre.com website, you can purchase headphones, earphones and speakers. The Beats by Dr. Dre Pill is the music mogul’s next venture. It is a portable Bluetooth speaker that will provide customers with another great way to listen to their music.
Current Situation & Trends
“The product life cycle is concerned with the sales history of a product or product class.” (Mullins & Walker, 2013, pg. 271) Beats by Dr. Dre’s mission is to be the leading producer of headphone and portable speaker systems and since their inception they have been climbing the ladder taking market share from competitors link Samsung and Sony. The current industry climate consists of many big brand names competing for a piece of the pie. All of these big brand names have a unique selling proposition and key features but none have differentiated themselves the way Beats by Dre has. The headphones have become an industry standard and they are an item coveted by the masses, creating an opening for Beats by Dre to introduce The Pill.
Customers that purchase the Pill, truly want a wireless speaker. It is sturdy, easy to carry around, reasonably priced for the quality and has great sound. There is a growing trend towards high quality audio products. In 2013 everyone considers themselves an audiophile. The technology required to make high quality audio products has become less costly to produce, making it more accessible to the masses. Bose, Sony, Pioneer and Sennhiesser all produce studio quali...

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...ssful business.
With the Beats by Dr. Dre Pill, the company could use Christian music artist as spokes people. Christians are consumers like any other but they have different value as to what role models or what music they listen to. Christians motivation is to first please God then serve others and the best way to serve them is to give them an accurate picture of what your product or service can do for them. The main idea is to find a good balance. “Larry Ross, arguably the top public relations man for Christian clients in America, characterizes part of his job as finding the sweet spot where faith and the culture intersect, because religion on its own often isn't enough, as he sees it, to generate mainstream press (Saroyan, 2006)”. Integrating faith into marketing maybe a challenge but it is one that Christians should be up for with the help of God’s word.

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