Creative Brief
Information About the Client
Bose Corporation is a well-known producer of technically advanced and high-quality audio equipment. It is famous for professional audio systems, noise-canceling technology, and continuous R&D. Bose has a premium brand image driven by its objective to release devices that customers cannot buy anywhere else.
The corporation used to improve speaker quality through research, giving less attention to design and other odd features (Dolan, 2019). Although it is a small company, Bose is an international company that operates in Europe, South America, the United States, Canada, and Asia. It also strives to sell products directly to the customer applying e-commerce and closing their retail locations.
Information About the Project
The company used to enjoy commercial success and a leadership position in the industry. Nevertheless, the last decade saw the rapid growth of the new major competitor-Beats Electronics. Although experts and consumers still rank Bose products higher than Beats devices, the privately held corporation lost its market share to the former.
In 2017, Bose’s market share dropped to 8%, while Beats captured the headphone market, reaching a 25% market share (Frantell, 2019). As for 2019, the most preferable brand among wireless headphones producers was Apple (57%, their Beats brand got 26%). Bose finished second (39%), beating Samsung and Sony (Niu, 2019). In 2020, the corporation’s annual sales dropped by $0.4 billion. Hence, the new marketing strategy aimed to expand the client base and increasing awareness is necessary.
“Better sound through research” slogan accompanied with text-heavy press advertisement campaign loses the competition to more appealing rivals’ strategy. The new social media-based (Facebook and YouTube) ad campaign will last half a year, requiring a $2 million budget. Three months are needed for preparation: collaboration with celebrities, filming the video, posters, designing a slogan, and social media posts.
Target Audience Analysis
Bose’s primary target group ranges from young adults to middle-aged Americans representing middle or upper class. Thus, clients are not price-sensitive, value high quality of sound, and ready to pay for innovations. They are usually interested in technologies and enjoy a stable life. Audiophiles, travelers, musicians, and professionals (aviators, home builders) usually choose Bose. The secondary audience is millennial businessmen between 30-40 years. On the contrary, athletes, teenagers, and fans of celebrities prioritize Apple (Beats) over Bose due to better advertising and more appealing design.
Target Area Analysis
The campaign will mainly target business people who highly value their free time and quiet space, especially when they travel by train, plane, or subway. The focus is on middle and upper-class representatives that strive to avoid boisterous places using noise-canceling headphones. However, the project also aims to encourage athletes and young adults to buy Bose’s products due to its “cool innovations.” The majority of purchases currently occur in online mode, especially in pandemics; hence, the focus would be on social platforms.
Competitor Information
The biggest competitor of Bose is Apple, which acquired Beats back in 2014. The American teach giant provides its customers with a wide range of electronic solutions, including tablets, watches, smartphones, laptops, and wireless headphones. The company is known for its superior design and innovations, playing a trendsetter in the tech industry. For instance, the AirPods introduction in 2016 created an entirely new category of hearables and established a new market. Now Apple dominates the market having a whopping 54.4% share (Niu, 2019). Following the acquisition, Beats Electronics improved the quality of its products and increased its presence.
Current Positioning
Today, Bose management positions its products as high-end, highly technological devices with incredible noise-canceling technology. According to the FCB Grid above, customers decide on buying Bose’s products after receiving accurate information, highly involving thinking. The hi-fi manufacturer wants its customers to make the considered choice after analyzing the options offered in the market. The proposed positioning and differentiation belong to Quadrant 2 that requires highly involved feeling. In that case, self-esteem and personal ego will cajole them into buying. The promotional campaign strives to highlight superior technology and the status of the new product.
Slogan: “Tuning the rest of the world out.”
Targeting Strategies & USP
The modernized strategy will combine both rational and emotional appeal. Although advertisements in social media will still highlight headphones’ technical benefits, companies’ scientific credentials, they will be more focused on eliciting pride and self-esteem. USP: Bose Corporation offers the best noise-suppressing headphones in the industry. The proposed slogan reinforces the main benefits customers may enjoy choosing this particular product. Those who use Bose devices can easily separate themselves from the external noise and enjoy a high-quality sound.
During the pandemic, when individuals more often stay together at home, the Bose earpieces allow every family member to enjoy their music, film, and other media entertainment separately. The products are costly because they are luxury and high-quality. The campaign targets medium and upper-class adults between 25-40 years old. Bose management should engage celebrities such as Ed Sheeran or Sam Smith instead of its regular educational advertisements in popular magazines (Fantell, 2019). New product designs will be promoted using social media and videos on YouTube to attract younger audiences and athletes.
Conclusion
Bose Corporation produces one of the best headphones and audio equipment in the world. The company is highly centered on research and development, gradual and ongoing innovation. Although it has superior technologies, the company loses its position to Apple and Beats due to inferior marketing strategy and advertisement. The proposed slogan and social media campaign will reinforce its luxury status and attract more customers.
References
Dolan, R. J. (2019). Bose Corporation: Communication strategy for challenging Apple’s Beats by Dr. Dre. HBS No. 518-036. Web.
Fantell, J. (2019). Bose vs. Beats: Product design and communication strategies. Web.
Niu, E. (2019). Apple has the hottest brand in hearables.The Motley Fool. Web.