Developing Personas: Beats by Dre and the Target Market

In this learning activity, we will develop skills relatedto describing the elements included in target market profiles and personas.A strong understanding of your target market is key to success for a marketing team and nothing is as helpful as a robust and rich persona document. Use the case study below to describe an individual who you think might be a sample persona used by the marketing team for this product.

Beats Electronics LLC (also known as Beats by Dr. Dre, or simply Beats by Dre) is a subsidiary of Apple Inc. that produces audio products. Headquartered in Culver City, California, the company was founded by music producer and rapper Dr. Dre and Interscope Records co-founder Jimmy Iovine. Beats by Dre's product line is primarily focused on headphones and speakers. The company's original productline was manufactured in partnership with the AV equipment company Monster Cable Products. In 2014, the company expanded into the online music market with the launch of a subscription-based streaming service, Beats Music. On August 1, 2014, Apple acquired Beats for $3 billion in a cash and stock deal, the largest acquisition in Apple's history.

Beats' original product line were Beats by Dre headphones. In promotional materials, Dre outlined the line's advantages by alleging that listeners were not able to hear "all" of the music with most headphones, and that Beats would allow people to "hear what the artists hear, and listen to the music the way they should: the way I do". In comparison to most headphones, Beats products were characterized by an emphasis towards producing larger amounts of bass, and are particularly optimized towards hip-hop and pop music. In October 2012, Beats unveiled its first two self-developed products, the Beats Executive noise-cancelling headphones (to compete with similar offerings by Bose and Sennheiser) and the Beats Pill portable speaker. In October 2015, Beats launched a new collection of speakers including the upgraded Beats Pill+ Speaker. Today, Beats by Dre is best known for wireless, noise cancelling and high quality headphones in both full coverage and in- ear styles.

Learn moreathttps://www.beatsbydre.com/ca/headphones Watcha commercial featuring information that would be of interest of the Beats by Dre target audience here:https://youtu.be/Dd1VIeTMGQs

1. Based on what you now know about Beats by Dre, what can you assume about their target market?

Target market variables Your assumptions What else would you like to know?

Learning Activity-Marketing 2150 Spring 2020 Chapter 6-Segmentation and Targeting

Demographic variables:what do we know about the targetmarket's demographicinformation?
Psychographic variables:what do we know about what the target market values, what they feel or think?
Geographic variables:where would we find a large sample of this target market? What kind of geographic location might they live in?
Behaviouristic variables:what does this target market do? What behaviours do they engage in?

2. Describe a persona that fits intothe target market you've just mapped out: