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.