3. Market Review
• 40% all US Headphones
Sales
• 64% Market Share
• $ 519 Million Revenue
(2012)
• Fashion accessory
• Symbol of Pop culture
• Celebrity Choice
4. Target Audience
Primary target audience
•
•
•
•
18-34 year old urban male
Like music, art and sports
Focus on hot event and news
Stylish to differentiate
themselves
Secondary target audience
•
•
•
•
Audiophiles
Sound engineers
musicians
focused more on music quality
5. Big Idea
• Follow up “It’s time to
show your color
• Advertising consistency
• Show talent
• Build own Beats
Headphone
• Express free-spirited
• “It’s time to BE ArTistS”
6. Media Objective
• Increase sales
• Increase popularity
• Increase competitive
advantage
• Expand brand awareness
• Enhance brand loyalty
• Deliver brand fame
• Positive impact on design
• New life style
7. Media Strategy
Primary channel
•
•
•
•
Social media platforms
Google Ads
Digital media trend
Build Beats social media
community
• Suitable for target
audience
• Less money & more
effects
8. Support Medium
• TV Commercial
• Radio(6am-10am & 4pm8pm)
• Print ads(magazine)
• Product placement
• Special event
• Sponsorship
9. Budget
• Social Media: 45%
• TV commercial, Print
ads& product
placement: 20%
• Google Ads: 20%
• Radio: 10%
• Special event: 5%