Our textbook defines product as "Anything both favourable and unfavourable received by a person in an exchange for possession, consumption, attention, or short-term use."

Your assignment is to review Beats by Dre headphones and determine key marketing indicators in segmenting, targeting and positioning as well as branding and pricing.

ABOUT:

"Beats by Dr. Dre (Beats) is a leading audio brand founded in 2006 by Dr. Dre and Jimmy Iovine. Through its family of premium consumer headphones, earphones and speakers, Beats has introduced an entirely new generation to the possibilities of premium sound entertainment. The brand's continued success helps bring the energy, emotion and excitement of playback in the recording studio back to the listening experience for music lovers worldwide. Beats was acquired by Apple Inc. in July 2014."

your task:

1)Review Beats by Dre "SOLO 3 WIRELESS" headphones (https://www.beatsbydre.com/ca/headphones/solo3-wireless) and create target market profile for the product. Who is the ideal customer for these headphones?

2)Create a positioning statement for the product using a differentiating element that separates the Solo 3 Wireless headphones from the competition in the mind of the target audience.

3)Develop an idea and marketing mix for new headphones that are targeted to work-from-home professionals to expand the width of the Beats product mix. Be sure to include details and explanation (the why) for:

a)Product: describe the new headphones; its features, brand name, packaging elements, warranties, and benefits as they relate to the target audience.

b)Price: determine a base price, pricing strategy and tactic(s) that should be used for the new headphones.

c)Place: decide what channels of distribution should be used, providing explanation for your choice(s).

d)Promotion: describe how the new headphones will be communicated to its intended audience. Determine a promotional mix and create

tag line or slogan that can be used in promotional materials to appeal to your target audience.