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HOOK MEDIA
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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Hook MediaBOSE WEBSITE
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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!
Hook MediaSTRONG NEGATIVE ASSOCIATIONS
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!
HOOK MEDIA
ALLISON SOWDERLAUREN MULLERRICOLE GALLEGOSSOORIM LEE
THANK YOU.