Beats Headphones Marketing Plan

Our goal is to introduce Beats by Dr. Dre noise-cancelling headphones into a new market. Before discussing how this product will be implemented in a new market, the current market for all noise-cancelling headphones as well as the market for Beats headphones will be analysed.

The current market for all headphones respond to the consumers needs through the special features of the product. Headphones are acclaimed to enhance sound quality and eliminate any interference from external environment. This special feature not only attracts audiophiles, but also travellers who desired to block undesirable noises of plan engine. Therefore, most companies customized their headphone to fit the need of this particular target , businessman and common travellers. Noise-cancelling headphones are foldable and light weighted for easy storage and transportation)1. The price of most headphones lies around 350$.

Beats by Dr. Dre is a brand of headphones created by hip hop rapper Dr. Dre and Interscope-Geffen-A&M Records. The firm Beats Electronics LLC went into a joint venture with Monster Cable Inc.2, thus bringing high definition media quality to a fashionable accessory.

Segmentation for Beats Headphones

Demographic

Teenagers and young adult (generation Y)

Music industry

Mostly men

Behavioural

Benefits Sought ( looking for high-quality)

Psychographic

Audiophiles

Music Lovers

Fans of Dr Dre or any rap musicians

Recently, HTC Corporation has entered into an agreement to include Beats audio in their upcoming phones. With the first Beats handsets set to launch this fall, this could mean the inclusion of some Beats headphones with HTC phone purchases3.

It is not unusual for competitors in this sector to rely on retailer's recommendations to make their

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