An in depth presentation on beats by dr. dre as a brand.

2. Contents
• Introduction
• Product Line
• Founder Profile
• Mission Statement
• Sales Figures
• Target Market
• Perceived Value
• Brand Personality
• Media Feedback

3. What is it?
•Company started by Dr. Dre and Jimmy
Iovine in 2008.
•Produces Audio Products (Headphones,
speakers, earphones, software products)
•Headquartered in California,US.
•Division of Apple.

4. “Forget Sneakers,
Let’s sell
Speakers”

5. WHAT DO THEY SELL?

7. Who is Dr. Dre?

8. • American rapper, Record producer and
Entrepreneur
• Songs like Straight outta Compton, Still
D.R.E., I need a doctor
• Won 6 Grammy awards including
producer of the year
• Net worth of $550 million.

9. • “The goal of beats
headphones has always been
to bring serious music
listeners a new way to enjoy
truly great sound, and to hear
every nuance of the music
the way the original artist
intended it to be heard.”

11. the brand

12. LOGO
• Referred to as “cool” by
several publications
• Red color represents
passion, energy,
intimacy and excitement
• Black color depicts power and prestige

13. Is it big?
• Beats’ estimated annual sales of $2
billion
• Market share was 64% in the U.S
• Brand was valued at US$1 billion in
September 2013

14. Key Audiences
Current Beats' Consumers:
• Aged 18-24
• Skewed male
• Music lovers
• Tech-Savvy
• Highly engaged in
social media
• But, most importantly
financially sound

16. Why are they charging big bucks?
• Next level packaging
• Highly advertised
• High Perceived Value

19. Why people really buy beats
• NOT because of great sound

20. CULTURE
• Poster boy of Deep-rooted
American Hip hop culture
• First and only brand
endorsed by artists

21. esteem needs
• Fashion statement
• Status
• More Expensive is
perceived as
more prestigious

23. EYE CANDY
• ATTRACTIVE DESIGN
• PACKAGING
• UNBOXING
EXPERIENCE

24. Brand Personality
• Positioned as a bold, young,
carefree brand.

26. ATTITUDE
• EGO DEFENSIVE NEEDS
• URGING CONSUMERS TO BE
PROUD OF WHOEVER THEY ARE

29. • Wide range of colours to suit
varying tastes and preferences.
CUSTOMER
SATISFACTION

31. • Selling freedom to hear what
you want, where you want.
• Block outside noise

33. Praise in media:
"Beats by Dr. Dre is not just a product, but
a brand that connects all people with a
love and passion for music"
“It is a lifestyle and forum for the music
world to interact and connect with other
users as well as the brand "

34. Thank You
SUBMITTED
BY:
ARCHIT