BOSE PWRPT

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ALLISON SOWDERLAUREN MULLERRICOLE GALLEGOSSOORIM LEE

Founded in 1964

American privately held corporation

Specializes in audio equipment

Best known for:

Audio systems & speakers

Professional audio systems

Noise-cancelling headphones

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HEADPHONES

Audio Sound Systems &Speakers

Professional Audio Systems

HEADPHONE MARKET

QuietComfort

SoundSport

SoundLink

SoundTrue

FreeStyle

Aviation

Hook MediaCURRRENT HEADPHONE

OFFERINGS

6 Types of Headphones, including Aviation

In-Ear and Over-The-Ear

Limited Color Variation

Bulky Designs

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LOGO & DESIGN

BRAND VISUALS & AD CAMPAIGNS

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BRAND VISUALS & AD CAMPAIGNS

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BRAND VISUALS & AD CAMPAIGNS

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PRICE

TECHNICAL

FASHION

THE COMPETITIONPositioning Map

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BOSEBeats by Dre

SkullcandyUnsure

0

10

20

30

40

50

60

Of the following brands, in your opinion, who is the headphone market leader?

THE COMPETITION

Percent of Respondents

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When you consider purchasing headphones, how immediate is your consideration for BOSE headphones?

THE COMPETITION

1st Choice

2nd Choice

3rd Choice

4th Choice

5th+ Choice

0

5

10

15

20

25

30

35

40

1st Choice2nd Choice3rd Choice4th Choice5th+ Choice

Percent ofRespondents

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EXPENSIVE

PRODUCTVARIETY

COOLFACTOR

ADVERTISING

PRODUCTDURABILITY

COMFORT

Strong Positive Association

Strong Negative Association

Moderate Association

BRANDIMAGE

REPUPATION AIRPLANEUSAGE

TRAVEL

GYMUSAGE

AIRPORT

OUTDOORUSAGE

SLEEKDESIGN HOME

USAGE

RESERCH

EXCELLENTSERVICE

ACTIVELIFE

STYLE

FAMILY

WORKUSAGE

SCHOOLUSAGE

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PRODUCTDURABILITY

COMFORT

REPUPATION AIRPLANEUSAGE

STRONG POSITIVE ASSOCIATIONS

Goal: Maintain these Positive associations!

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EXPENSIVE

PRODUCTVARIETY

COOLFACTOR

ADVERTISING

Goal: Eliminate These Negative Associations!

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BUT, HOW???

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INTRODUCING....

Eco-friendly Made from 100% recyclable material

Affordable Lower prices than competitors

Fun Wide assortment of colors

Fashionable New, sleek design

Functional Same BOSE reputation, research, sound, and comfort

Blu by is a new Sub-Branded line of headphones

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OVERVIEW

For music lovers who don’t want to sacrifice sound quality or comfort for price and who love their planet, Blu by BOSE provides the cleanest, crispest sound that enhances your style through better research and greener designs.

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The 5 P’s

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New Target Market

All Genders

Ages 13 to 30

Price-sensitive

Seek sustainable products

PEOPLE

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PRODUCT

Fresh Product Design

Made From 100% Recyclable Materials

Wide Assortment of Colors

Features both in-ear and over-the-ear styles

Sleek, minimalistic design

Fashion enhancement, not a statement piece

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PLACE

Different Distribution Method

Not located in BOSE stores

Brick & Mortar Best Buy Target Evo Radio Shack

Online BOSE e-commerce site Amazon

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PRICE

More Affordable

Set More Competitive Prices Need to reach new TM

In- Ear | $49.95

Over-the-Ear

Regular Line | $89.95

Premium Line | $159.95 Includes exclusive color options

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PROMOTIONS

Mainly Non-Traditional Methods

Social Media SnapChat Instagram Facebook Twitter YouTube Vine

Pay Influencers (Vloggers)

Native advertising via Podcasts

Contests

Traditional Methods

Continue Print Ads

Targeted Facebook Ads

I love my BLU by BOSE

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GOALS Avoid Product Cannibalization

Maintain Reputable Brand Image Cognitive Dissonance

Capture More Market Share

Set Competitive Prices within Headphone Industry

Reach a new customer segment

Make BOSE fun!

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ALLISON SOWDERLAUREN MULLERRICOLE GALLEGOSSOORIM LEE

THANK YOU.