Marketing Plan (WI)

Mission Statement:
A new type of headphone with the ability to duplicate the full spectrum that musical artist and producers hear in a professional recording studio.

Concept:
A highly unique style which is appealing to their target market, being the Teens. Beats gives the quality sound/music that producers made and intended for you to hear.

SWOT Analysis:

Strengths:

• Well known brand name (Dr.Dre)
• Constant promotion/publicity through music videos/ other commercials
• High performance product
• Distributed around the world.

Weaknesses:

• Prices range from $100-$600.

Opportunities:

• Smartphone market
• Popular music artist/new music videos
• New variety of colors OR
• Provide custom made Beats to customers not only to artist, at a price. 

Threats:

• Economy (high price)
• Competition- Ludacris(artist) -Soul headphones
• Unauthorized/ counterfeit products

Objectives:

1. Products that are unique, in style, color and appearance.
2. Remain a sustainable competitive advantage, --- product competitive advantage.    
3. Increase sales through new Beats headphones Heartbeats by Lady Gaga, by the end of the year 11'
4.  Promotion of new collaboration with HTC, and new cellphone. 
5. Promotion of artist J.Cole and his new album. 

Retailing Beats by Dr.Dre official retailing partners are Best Buy and Apple. Headphones are also available through Best Buy/Apples retailing website as well as through Beats By Dr,Dre official website. Through these retail stores you are able to try the headphones before you buy. Beats by Dr.See does not have their own retail store.

Advertisement:

" I poured my heart out into every note of 'Empire State of Mind'  , until it sounded perfect. It kills me that people might not get to hear it the same way." -Alicia Keys 


Finally, Hear The Music The Way The Artist Intended.


Beats By Dr.Dre








Promotion:
Beats has finally released a new limited edition color headphones. My design is to promote their new variety of colors.

Beats Color Contest:
Its simple! Take a photo that its main focus is Beats headphones. The most creative, interesting and unique photograph will win. There will be five chosen winners!
The winners will receive a new limited edition color headphone of their choice. Winning photographs will also be featured on our Facebook page as well as our official website.
All entry's must be submitted by email at -------.

Integrated Marketing Communication:

• A commercial that features Alicia Key working on her music and on the studio. Sends message that music is more than just a sound, and many artist work hard. Beats headphones lets you hear the music the way the artist intended. 
• A billboard, this time featuring Lady Gaga, a world known music artist. Lady Gaga is known for standing out with her crazy clothing. The billboard will have Lady Gaga and the Beats headphones. The message is that no matter what you are wearing, the headphones will compliment your style and personality.
• A blog that has detail on the latest Beats news. From events to artist spotted wearing the Beats headphones. The blog has to be interesting, to keep people coming back. The message of the blog, is that Beats headphones is more than just a product. To keep the customer inform and that they are part of the business.
• Through Facebook, Beats is up to date with the latest news, the message sent is that they are a company that is in the now and that change with the environment.

Projection of 2012:

In they year 2012 Beats By Dr.Dre 's new color line will be featured in more music videos/commercials, thus increasing sales and popularity....More people will be aware of Beats new color line. With the new attention that's already being received with this color line, in 2012 they will be releasing their first wireless headphones.
 Their new store that was only meant to be temporary pop up store, may remain longer into the year 2012 due to all the great feedback/sales/popularity.
With their new store opening in NYC, their new color line and their upcoming wireless product, 2012 would be their best year so far.