Bose Pod-Stud Marketing Campaign

Marketing Campaign

• Revolutionize Personal Listening Experience.

• Convenient, versatile listening choice.

• Greater freedom and comfort while still engaged with your surroundings.

• Fashionable, secure alternatives with outstanding sound quality.

Product

Market Segmentation

• Geographically - Eastern Seaboard States.

• Demographically - Income $45,000 to $150,000. Discrete/multi-user and Tranquil Escape Listeners

• Psychographically - Innovators and Achievers.

Product

Description - Bose® POD® Transmitter/Player

• Connection for any MP3 player.

• Function as stand-alone MP3 player.

• Bluetooth wireless connectivity.

• Completely waterproof/shockproof.

• Upgradable Memory Storage.

• STUD® Identifier for locating speakers.

Product

Description - Bose® STUD® Speakers

• Wireless connectivity to POD® Transmitter.

• Bose® Ceramic Magnet and Base Resonator Technology for outstanding sound transformation.

• Optional fashion plugs or finishes for added style.

• Completely waterproof/shockproof.

Place

Distribution

• The Bose® image brand is a specialty item.

• Selective distribution via Level 0 & 1 channels.

• Level 0 (via internet sales and Bose® retail outlets).

• Level 1 (via retailers Best Buy and Sears).

• Level 1 channel will maintain inventory with our warehouses maintaining supply for their orders.

Price

Objective and Strategy

• Product-Quality Leadership Position

• Initial pricing in top 15% of market offerings.

• Price Buyers - Base Model with no upgrades.

• Value Buyers - Purchase add-ons/upgrades.

• Loyal Buyers - Discounts/free add-ons for initial sale.

• All Buyers - Discounts for multiple units initial sale.

Price

Costs and Markup Chain

Price

Competitor Pricing• Sennheiser MX W1 Ear-bud ………………………$369.95 (speakers and wireless transmitter – no player adapter)

• Motorola Motorokr S9 Wireless Earphone ….…….$59.99 (speakers only)

• Sony DRBT 140Q Wireless Headset …………….$159.43 (speakers, transmitter and adapter included)

• Bose® mobile in-ear Headset …………………….$129.95 (wired speakers only)

Price

Final Pricing• Base Model …………………………………………$144.95

• Memory Upgrade 8GB ………………………………$29.95

• Fashion Plugs ………………………………………..$34.95

• 24 kt. Gold Plated ……………………………………$39.95

• Sterling Silver Plated ………………………………..$15.95

Promotion

Communications Program• Printed Media - Direct Mailings and Flyers.

• TV and Radio Advertising.

• Magazine publications and catalogs.

Promotion

Grand IdeaSpaceSTUDS

• Astronauts will be given Bose® POD® with STUD® Speakers system.

• Integrated into NASA communications also.

• Watch video from website showing the astronauts working, exercising, and relaxing in space with their POD® systems.

• Include TV and Radio advertisements about the joint effort.

• Promote the penetration into non-retail markets.