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Beats: Executive Summary

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The organisation that I have chosen is Beats by Dr. Dre (Beats). Beats was founded by rapper, producer and entrepreneur Dr. Dre and record and film producer Jimmy Iovine in 2006. Beats manufacture and sell consumer headphones, earphones and speakers. Beats quickly grew into one of the biggest headphone manufactures and caught Apple’s eye. As a result, Apple Inc. acquired Beats in July of 2014.

Marketing is promoting or advertising a product, new or existing, to raise awareness and to generate sales for the product being promoted. There many theories that help marketers when they are thinking about how and where to promote the product. These theories include, but are not limited to, BCG (Boston Consulting Group) Matrix and Ansoff Matrix. Theories …show more content…

When Beats were starting out, using Ansoff Matrix, they would have been looking at ‘diversification’. The reason for this could be that that before Beats there were no premium headphones brand because people thought that all headphones sound the same. For this reason, audio companies didn’t bother with producing premium headphones. This meant that Beats had attained a large share of the headphones market.

Sticking with diversification, Beats used Dr. Dre as a promotion tool when promoting their headphones. Dr. Dre is a legend of the rap genre and a well-respected musician worldwide. By using this link Beats ensured that the young adult audience of Dr. Dre’s music were exposed to their headphones. Bets also used artists signed to Dr. Dre’s recording label and placed their products in their music videos, thus increasing the exposure of their products with various music audiences and not just hip-hop …show more content…

With Beats being owned by Apple, their potential customers might think that Apple will use their technology to make Beats’ products better and Apple have made Beats’ products better by adding a W1 chip into their headphones, earphones and the Pill speakers. The W1 chip allows all Beats products to seamlessly connect with all Apple products, whereas with non-Apple products the users will have to connect their Beats products via the Bluetooth app on the device.

Promoting the Beats products in this manner will entice Apple customers to buy Beats products because if they buy any Beats products they won’t have to mess around trying to connect the product to their device. It will automatically connect to their Apple device and be ready to use. Promoting a certain piece of technology ensures that even people who aren’t tech savvy will be able to use the Beats products ensuring maximum

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