Upload
john-hansen
View
1.014
Download
2
Embed Size (px)
DESCRIPTION
This is an individual assignment, undergrad course work presentation completed for Marketing Management.
Citation preview
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.