1. BEATS ELECTRONICS
Audio Products for Every Generation

2. EXECUTIVE SUMMARY
There is a growing demographic that is being
overlooked within the current marketing
approach. Let’s beat our competitors in targeting
this audience by broadening the marketing
strategy to include family-style and senior
advertisements.

3. COMPANY INFORMATION
Beats by Dre is an audio systems and sound equipment company that manufactures high-end
headphones, earphones and speakers.
After concluding that people were not "hearing all the music" Dr. Dre and Jimmy Iovine
founded Beats in 2006. (Dorris, 2013)
The company's primary focus is to inspire life through quality audio products
along with a streaming media music subscription.
Dorris, J. (2013). How beats by dre knocked out better headphones. Retrieved from The Age:
http://www.theage.com.au/digital-life/digital-life-news/how-beats-by-dre-knocked-out-better-headphones-20130913-2tola.html

4. SITUATION ANALYSIS
Beats Electronic is an industry leading brand that is
in need of an emotional connection with its
audience.
A broader marketing strategy is needed to reach
50% of the US population.

5. TARGET A GROWING AUDIENCE

6. OBJECTIVES
• Incorporate an overall marketing
approach that reaches beyond
Millennials.
• Use stories of achievement to inspire
the public.
• Keep the energetic vibe associated with
Beats and translate it to an older
population.

7. #NOSTALGICMOMENTS #CLASSICSTYLE
#4THETROOPS
Broaden the generational celebrity sponsorship and incorporate content that reaches a wider
audience.

8. STRATEGIES
Create relatable
imagery
t
Use inspirational stories
T
Introduce Baby-
Boomers to Beats
q

9. TACTICS
Allow the audience to promote the brand.

10. GOALS
Active participation on digital social
profiles.
Older audiences acknowledge Beats as
potential merchandise.
Increase in revenue due to a larger target
audience.

11. A VARIETY OF CONTENT DISSEMINATING ON VARIOUS DIGITAL MEDIUMS WILL FRACTURE THE MARKETPLACE INTO
FINER SEGMENTS (LEFEBVRE, 2007) ALLOWING FOR A MORE TAILORED MARKETING APPROACH.
DELIVERY CHANNELS
Lefebvre, R. (2007). The new technology: the consumer as participant rather than target
audience. Social marketing quarterly, 31-42.

12. BUDGET
• This campaign has an estimated budget of $180,000.
• Cost includes:
• Photography
• Pre and post video production
• Website updates
• Online Marketing Systems
• Critic Relationship Building (receive free product for testing)
• Estimated 20% increase in revenue

13. 6-MONTH PLAN
JAN FEB MARCH APRIL MAY JUNE
GREEN – DEVELOPMENT & PLANNING
BLUE – CONTENT & IMAGERY
RED – TESTING & POLISHING
TIMELINE

14. CAMPAIGN IN A NUTSHELL
Audio products are for everyone. Every generation loves music
and would like to experience it not just listen to it. Beats
merchandise can provide the experience they are missing.
Expanding the marketing plan will not only open the door to more
revenue but every demographic will be able to recognize and
relate to the Beats brand.
#HaveAnExperience