Ch.5 Developing a Global Vision

Due to the partnership with Monster Cable, Beats headphones are distributed all around the world. Monster products are distributed in over 70 countries and that includes Beats By Dr.Dre.

The Beats headphone's features are not altered, they are sold the same way around the world. global marketing standardization.  The marketing mix remains the same, although slight changes may be made in promotion.

When advertising to a specific culture, due to demographics, the people in the advertisement may change, most likely to a known artist of their country. The sound featured in the commercial  may also be music that is currently popular in the country.

In the end, the product remains the same, with the concept of unique style headphones, that has quality studio sound performance.

Below is commercial from South Korea, the product is the same, the concept is the same.
Due to demographics, the people featured in the commercial are Asian decent.

Recently. Beats has made a collaboration with a very well known Korean brand name called Faddy Robot. Faddy Robot is a famous Korean brand-name, their clothing is constantly advertised by Korean Pop Artists.
Korean Pop music has become a very big part of Korean culture.Thus by making this collaboration, they are able to instantly target markets in Korea, through the popularity of these artists, who are now constantly seen with the headphones by their fans.

The Monster company also participated in the IFA:

IFA in Berlin, the global trade show for consumer electronics and home appliances, presents the latest products and innovations in the heart of Europe.

IFA offers a comprehensive overview of the international market and attracts the attention of trade visitors each year from more than 100 countries. IFA is the main meeting place for key retailers, buyers, and experts from industry, trade and the media.

The event was held on September 2-7, 2011.The Monster company presented their latest products, including the Beats by Dr. Dre

Ch.4 The Marketing Environment

Beats is designed to appeal to the younger target markets.

Social Factors:    Attitudes, Values, & Lifestyles


Values influence our buying habits, people want the best product. They want a quality product that is worth the sacrifice they have put forth.

Beats are headphones with guaranteed quality that are reliable, durable, easy maintenance, and from a trusted brand name. Everything a person looks for in a product.

Monster has become the world leading manufacturer of high performance cables, that connect audio and video components for home and professional use.  Monster was found in 1979 and since then has been providing the best quality products. Due to the reputation of Monster and the reputation they have built on their own, Beats has become a trusted brand name. 

Of course, the target market also sees Beats as a brand name because its the creation of famous rapper and producer Dr.Dre.

Demographics:     Target Market

As mentioned in the first sentence, Beats targets the young market...

Teens:

Not only do teens spend most of their time tuned into an electronic, they also shop online. Teens that work spend their money on fashion and teens that don't work spend their parents money. Since teens have no money obligations, they easily spend their money on their wants.Clothes, music, books, and electronics are the most popular purchases teens make. 

What they want:

Modern & Convenient- 

Headphones cant get any more convenient and modern than the Beats headphones. With a sleek style that attracts any teen, and that is easier to use than any electronic device. 

Be Engaged/Involved- 

What better way to get a teen engage than through Facebook. Beats has a Facebook fan page!Here they share the latest news, pictures and events. There's a discussion option where anyone can start a topic on anything in relation to Beats. 

Generation Y : born between 1979-1994
The younger members of this group, are in their late teens and also fit the definition of the Teens group. On the other end are the ones that are starting their career or a family. Although they are buying big purchases like homes and cars, they sometimes buy today's electronics. 

Chap.3 Ethics and Morals

Its easy to see Beats by Dr.Dre has ethics and morals down. Just from the home page of their website you learn a few things. They respect and protect your privacy, and they understand being fair and just to their customers.
Their webpage is certified by TRUSTe. Beats Electronic LLD is a licensee with TRUSTe Privacy Programs, which means there is a seal on the page that ensures customers that their privacy is secured. So you can shop with confidence, knowing you are on a trustworthy website with the highest standards for protecting your personal information.

Beats also wants you to have the quality product you are paying for. They warn you to be aware of counterfeits and inform you of websites that are selling unauthorized products that do not meet Beats standards of sound, quality and performance. They provide a Blacklist of websites and a another of authorized websites, besides their official website. They also give you the option of verifying your Beats product before you buy it.

They created  a special edition of headphones , that contributes $5 for each sold HD(PRODUCT)RED special edition headphones to The Global Fund, to finance AIDS programs.

Chap.2 Strategic Planning

The company markets its product under the Beats by Dr.Dre brand name. It has a strategic partnership with Monster Cable Products. Monster worked with Dr.Dre and Chairman Jimmy Lovine ( Interscope Geffen A&M) to create Beats by Dr.Dre headphone line. Monster is a world leading manufacturer of connective solutions for high-performance audio,video, car audio, computer, console and computer gaming, as well as a leading innovator of iPod and iPhone accessories and professional audio and sound reinforcement.


Beats by Dr.Dre provide its customers with what every customer wants, quality. The Beats headphones are not only known for the best audio performance but for their highly unique style, that could never be a copycat. In just a few years they have gained the product competitive advantage.

Recent Planning:

On August 10, they announced a new partnership with HTC, world leading wireless manufactures. They are planning to introduce a new smartphone, with a new sound.

An effective part of their marketing strategy is having there headphones appear in music videos, movies and advertisements.


The Beats line has become more than the best quality/performance headphone company, it has also become ..." a cultural movement that is redefining the way sound is heard."

On their website, on the About section, they provide this quote alone,

"People aren't hearing all the music.

Artist and producers work hard in the studio perfecting their sound. But people cant really hear it with normal headphones. Most headphones cant handle the bass, the detail, the dynamics. Bottom line, the music doesn't move you.

With Beats, people are going to hear what the artist hear, and listen to the music they way they should: the way I do." - Dr.Dre

Brief History and Mission Statement

The company I chose was Beats Electronic LLD

Company Info:

ABOUT BEATS ELECTRONICS LLC 
Established in 2006, Beats Electronics is the brainchild of legendary artist and producer Dr. Dre and Jimmy Iovine, 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. In January of 2008, Dre and Iovine announced a partnership with audio innovator Monster Cable to engineer "Beats by Dr. Dre," the most advanced headphones ever developed that now includes an artist line with some of the biggest talents in music today such as Lady Gaga. Continuing its mission to improve the quality of the portable audio experience, Beats announced a major partnership with Hewlett-Packard in 2009 to expand the Beats by Dr. Dre family of headphones to include Beats Audio software in the HP ENVY line and a HP ENVY 15 Beats limited edition notebook PC. For more information, please visit http://beatsbydre.com/ 
Beats Electronics LLD.

Dr.Dre:

Born Andre Young, but known around the world as Dr.Dre, is one of the best hip hop/rap producers.He has produced albums for Snoop Dog, Eminem and 50 Cent. 

When world class producers like Dr.Dre, produce music they use the highest quality of speakers and amplifiers. Beats By Dr.Dre provide its customers with the full experience of sound in the music, that they intended for you to hear.