Bose
Jour-J320 Fall 2012
Created by Agency E Alexis Fishman, Jacob Green, Emma Grdina, Taylor Hamilton, Joe Hanauer, and Xianyu Hao
1 Table of Contents 1 2 34 567 8 9101112 13 141516 1718
Table of Contents A-Quad Situation Analysis Brand Strategy Statement Consumer Profile Creative Work Plan Print Advertisement Radio Advertisement Social/ New Media Plan
Agency E | Fall 2012
Bose
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Allies Social trend: People right now are looking for comfortable, soundproof, headphones that can keep pace with their lifestyle. Our main allies are the stores that carry our products. These stores include, Best Buy, RadioShack, Target, and CircuitCity, and Apple. Business professionals frequently have to travel to various locations and are looking for their media to travel efficiently with them. An audiophile is a person with strong interest in quality sound. Audiophiles, or “sound-nerds” are our targeted demographic because they know what sounds good and are looking for the product in the market with the highest quality.
Adversaries Social trend: Customization, style Beats, Panasonic, Sony, Klipsch, Sennheiser, JVC
Agency E | Fall 2012
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Attributes Bose is best known for creating high performance audio products. We strive to meet each and every audio challenge and create products to improve people’s lives. Bose is best known for its headphones and speakers, but Bose also works with automobiles, airplanes, and create sound systems for athletic stadiums. We emphasize the quality sound that each of our products provides for each individual consumer.
Attitude Social trend: Portable and durable headphones are both necessary and desired in the lives of our target demographic. Efficient, Economical, Comfortable, Top-Notch, Sincere, Honest
Bose
3 Situation Analysis Page 1 of 2
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Strengths Bose has the most professional research team in the world. Dr. Amar G. Bose, the professor of electrical engineering at the Massachusetts Institute of Technology, founded Bose Corporation in 1964. Now, many professional researchers work for Bose, and they devote their time and endeavor to do research to offer better sound to their customers. So far, Bose has made more than 400 products and earned more than 100 invention technologies, all of these ensure the good qualities of its products and establish the credibility of the company. Bose has many different products, including headphones, headsets, bluetooth speakers and surround-sound speakers. Customers have options to buy an arrange of Bose products.
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Weaknesses Bose’s commercials lack a call to action. The current slogan is: “You’ll love everything you hear. And everything you don’t.” This slogan fails to mention the portability and convenience of Bose - attributes our company believes are some of the strongest that Bose has to offer consumers. Bose lacks a strong social media presence on platforms such as Twitter and Instagram. While website visitors can “like” Bose’s Facebook page via their website, the website itself lacks a link to the Facebook page. This decreases the chance of consumers connecting with Bose if they have to go through extra effort to search on Facebook.
Bose has operations in the United States, Europe, Canada, Australia, Asia and South America, giving them worldwide outreach and accessibility. Since Bose not only has its own stores, but also sells its products in department stores, and people can also order online, it’s convenient for customers to get whatever products they want. You can “like” Bose directly from their website, which engages visitors and encourages them to visit their Facebook page
Agency E | Fall 2012
Bose
4 Situation Analysis Page 2 of 2
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Opportunities Using social media, such as twitter and instagram to advertise Bose’s products, Bose can increase their consumer outreach and name recognition. Competitors such as Beats are offering the opportunity for consumers to customize headphones, and therefore, are connecting with younger audiences. This provides the distinct chance for Bose to connect with users and encourage them to make an investment in their technologically sound headphones.
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Threats Bose’s competitors, Beats, Panasonic, JVC, SkullCandy, and Sony all use celebrity endorsers to promote their product. Bose does not use celebrity endorsers which means a loss of many potential markets. Skullcandy and Beats appeal to younger audience. Bose isn’t the cheapest headphones. Cheaper, off-brand headphones start as low as $10. Bose headphones can cost as much as $400, but still less expensive than other top headphone brands.
By the Numbers No verified Twitter account
Agency E | Fall 2012
1,041,262 Facebook likes
Bose
5 Brand Strategy Statement
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Our products are not simply “fashion statements,” we strive to create products that improve people’s lives and meet audio challenges in any application. People deserve a sense of peace in today’s fast-paced society, and Bose can provide that.
Agency E | Fall 2012
Bose
6 Brand Strategy Statement Page 2 of 3
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Who is our target? Bose headphones is already well known for providing quality sound, noise cancelling, and durability. Our main goal is for Bose headphones to be known as having great quality sound that can travel anywhere everyday. We want our customers to also think of Bose headphones as something easy to distract them from their busy day of running from work, to the gym, to meeting a client for lunch, to riding home on the bus etc. With this age demographic worrying about quality sound, and low pricing we want Bose to be the chosen headphones for consumers aged 23-30.
Where are we now in the mind of this person? We want the Bose over the ear headphones to be considered a sound investment among our target demographic. According to our survey people ages 23-30 focus more on the quality and convenience of their headphones rather than current styles and trends as one of the most important parts to buying headphones.
Agency E | Fall 2012
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Where would we like to be in the mind of this person? Our main competitor, Beats is selling headphones based on style and customization options. Beats though attracts a younger demographic. By refocusing Bose’s demographic on ages 23-30, “sound nerds” will find that they can incorporate Bose into their busy everyday life, increasing sales of their headphones. The objective of our advertisements is to increase our sales among our 23-30 aged demographic. We want to see an increase of 20% by 2014. Right now most of our consumers are older than our 23-30 demographic.
Target Audience Our target audience is 23-30 years old. Newly graduated, our audience is confident in himself and his choices both professionally and personally. They are young urban professionals who value news, technology, and the latest trends. They possess a small amount of disposable income. This age demographic seems to always be on the move whether they’re riding the subway to work or walking from work to the gym. This demographic wants quality sound headphones that will distract them while they’re on the move. Because they are facing major life transitions, our target audience values investing in their purchases. Buying headphones is no longer a whim decision. They fully calculate their investments and are looking for a product that will be around for the long haul.
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7 Brand Strategy Statement Page 3 of 3
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What is the supporting evidence? Bose headphones is already well known for providing quality sound, noise cancelling, and durability. Our main goal is for Bose headphones to be known as having great quality sound that can travel anywhere everyday. We want our customers to also think of Bose headphones as something easy to distract them from their busy day of running from work, to the gym, to meeting a client for lunch, to riding home on the bus etc. With this age demographic worrying about quality sound, and low pricing we want Bose to be the chosen headphones for consumers aged 23-30.
Agency E | Fall 2012
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What is the tone of voice for the advertisements? Our main competitor, Beats is selling headphones based on style and customization options. Beats though attracts a younger demographic. By refocusing Bose’s demographic on ages 23-30, “sound nerds” will find that they can incorporate Bose into their busy everyday life, increasing sales of their headphones. The objective of our advertisements is to increase our sales among our 23-30 aged demographic. We want to see an increase of 20% by 2014. Right now most of our consumers are older than our 23-30 demographic.
Bose
8 Consumer Profile What does this Pinterest say about our ideal consumer? • 23-30 years old • Is confident in himself and his choices - both professionally and personally. • Stays up-to-date with the news, technology, and the latest trends • Earns enough income to allow for disposable spending • Prioritizes long-term investments over shortterm style • Can be found on subways, airplanes, and taxis (in cities), and at athletic events, the gym, in the boardroom • Our ideal consumer presents themselves as a strong individual who values a quality product • They are aware of the current trends, but keep them in the back of their mind • They want an excellent product that offers the highest quality sound
Agency E | Fall 2012
Bose
9 Creative Work Plan Page 1 of 4
This is an opportunity for Bose to increase sales with a young adult demographic by selling Bose’s over the ear headphones as having good sound quality, offering a durable product and being less expensive than competitors.
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Current Situation The Bose corporation currently has a revenue of $1 billion, but their annual growth from 200712 decreased 5.9%, according to an IBISWorld market research report. According to the same report, over-the-ear headphones account for 58% of the industry revenue of headphone purchases in 2012. The global AV headphones market is expected to grow 20% in 2012 to reach $6 billion in value, increasing from $5 billion in 2011. Quality sound has become an important factor in consumer purchasing decisions, according to our survey. This is an opportunity for Bose to increase sales with a young adult demographic by marketing Bose’s over the ear headphones as having good sound quality, offering a durable product and being less expensive than competitors. Bose sells televisions, sound systems, sport earbuds, over-the-ear noise cancelling headphones, and more. Their technology has been utilized by military personnel, is incorporated into the trucking industry, and provides test materials for quality research. Consumers who listen with Bose know they are buying the top product in the market.
Agency E | Fall 2012
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Current Problem As seen by the 5.9% decrease in annual growth from 2007-12, Bose is losing customers. With 58% of the industry revenue accumulated by overthe-ear-headphones, consumers are looking for headphones that can be transported along with their fast-paced lifestyles. Listening to music is no longer a sedentary activity. Serious sound listeners are found on the street on the way to class, interviewing for jobs, and traveling the world. They deserve a product that can maintain that same pace. Competitors such as Beats by Dr. Dre and SkullCandy offer the opportunity for consumers to customize the color of their headphones. Beats uses endorsements such as Dr. Dre (incorporated into the name), Justin Bieber, Lady Gaga, and the U.S. Olympic team to attract the attention of a young demographic who is aware of pop culture and values that their peers view them as trendy. SkullCandy utilizes the NBA and NFL athletes to attract consumers.
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10 Creative Work Plan Page 2 of 4
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Advertising Objective Bose headphones are already well known for providing quality sound, noise cancelling capabilities, and durability. Our main goal is for consumers to trust Bose headphones to have quality sound, and also seen as an “must-have” product for those who are on the go. We want our customers to also think of Bose headphones as something easy to distract them from their busy day of running from work, to the gym, to meeting a client for lunch, to riding home on the bus etc. With this age demographic worrying about quality sound and low pricing as they save for bigger ventures during their life, we want Bose to be the chosen headphones for consumers ages 23-30.
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Target Audience Our target audience is 23-30 years old. Newly graduated, a member of our audience is confident in himself and his choices both professionally and personally. He is a young, urban professional who values news, technology, and the latest trends. He possesses a small amount of disposable income. This age demographic seems to always be on the move whether they’re riding the subway to work or walking from work to the gym. This demographic wants quality headphones that will distract them while they’re on the move. Because they are facing major life transitions, our target audience values investing in their purchases. Buying headphones is no longer a decision made on a whim. They fully calculate their investments and are looking for a product that will be around for the long haul.
Agency E | Fall 2012
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Marketing Objective Our main competitor, Beats, is selling headphones based on style and customization options. Beats attracts a younger demographic than we are shooting for, however. Currently, Beats and Monster hold a 53% market share of the $1 billion dollar annual headphone market, according to an article by Business Week. By refocusing Bose’s demographic on ages 2330, “sound nerds” will find that they can incorporate Bose into their busy everyday life, ultimately increasing sales of their headphones. Bose’s current advertisements are tailored to an older demographic who value function over style and portability: the ads emphasize the durability of the headphones focusing on their use within the military and throughout the trucking industry. The objective of our advertisements is to increase our sales among our 23-30 year-old demographic. We want to see an increase in sales of 20% in the next two years.
Strategy and Brand Position We want the Bose over the ear headphones to be considered a sound investment among our target demographic. Since our ideal consumers ages 23-30 are always on-the-go and do not have time for unreliable technology, they focus more on the quality and convenience of their headphones rather than current styles and trends as one of the most important parts to buying headphones.
Bose
11 Creative Work Plan Page 3 of 4
Consumers who buy Bose know that the products are good, and are not only investing in a long-term quality sound, but they are also investing in something that will be useful in today’s fast-paced lifestyles.
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Competition Direct competition includes Beats, Panasonic, JVC, SkullCandy, and Sony. SkullCandy, Sony, and Beats all employ the use of celebrity endorsers in order to promote their product. Offering the same product, Beats owns a 53% market share in the headphone market. With six different types of headphone to choose from, their latest collection allows users to personalize the color of their headphones. Beats places a strong emphasis on allowing consumers to personalize their technology and express their individuality.
Creative Strategy We recognize that our market values quality sound. Our target demographic are young urban professionals who are spending more and more time on the go, and have less time to get away from their fast-paced lives. Bose is already respected by the market as the first to be known for selling elite studio-quality headphones at a reasonable price for anyone who values sound quality. Our ad campaign aims to promote Bose as the elite and best headphone investment customers can buy.
Agency E | Fall 2012
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Brand Promise Our campaign promises to deliver sophisticated headphones with high sound quality. Consumers will use these studio-quality headphones to listen to music at it’s peak quality while blocking out the “noise” of their active, fast-paced lives. Bose will provide elite headphones that triumph over their competitor’s headphones which function merely as a fashion statement.
Main Idea Our products are not simply “fashion statements”, we strive to create products that improve people’s lives and meet audio challenges in any application. People deserve a sense of peace in today’s fast-paced society,and Bose can provide that. As a less expensive option in the headphone market, Bose offers an inexpensive sleek look. Consumers who buy Bose know that the products are good, and are not only investing in a longterm quality sound, but they are also investing in something that will be useful in today’s fast-paced lifestyles.
Bose
12 Creative Work Plan Page 3 of 4
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Social Media Plan Our social media plan aims to present Bose headphones in a variety of situations as they relate to the user. Currently, Bose does not have a Twitter or Instagram. We recognize that our target consumer more than likely is on one, if not more, social media platforms. With advancing technology, smartphones can do virtually any task on one device. With the convergence of media, consumers can listen to music and connect on social media at the same time. Our social media plan emphasizes connecting with Bose consumers how they’re already tuning in - on their phones. Through strategic advertising, Bose can increase their market share using tactical and effective social media planning.
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Net Impression We want consumers to know that Bose headphones provide quality sound and are easy to use in this fast-paced society. These headphones will provide triumph over their competitor’s trendy fashion accessory headphones. Bose headphones are a quality investment. Bose headphones are not only a long-term quality sound, but they are also something that will be useful in someone's everyday busy life. When shopping for headphones, we want Bose to be the first brand our target audience thinks of. Our slogan is “Sound Quality is Quality Sound.”
Call to Action We want Bose consumers to identify these headphones with being useful in today's fast paced society. Our target audience is facing a wide variety of situations as they begin their lives in adulthood. Consumers will find Bose easy and comfortable to use without having to worry about the hassle of adapting the headphones to their lifestyle. The ultimate goal of our campaign is for the user to buy the Bose headphones. By buying Bose, consumers will be telling the world that they value good sound. Like Bose on Facebook for more information on how to win a pair of Bose headphones.
Agency E | Fall 2012
Bose
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Radio Advertisement →
Production Notes Male Voice: (Young, but articulate and intelligent…think John Krasinki [aka Jim Halpert, from The Office])
Script
Music/SFX
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Pollution. It’s not just in our water, our food or our air – well, at least not in the way you’re probably thinking. It’s on the street, during our commute, and at the office.
But shouldn’t there be a time when this (insert first sound) is nothing more than this (second sound)?
And more importantly, should we even have to question this?
SFX: Silence at first.
SFX: (Slightly before first line) Chatter sounds, engines. (Slightly after second line) Semi blowing horn. (Slightly after third line) Rattling of keyboards, coughing, noses blowing, rustling of papers, etc. SFX: (First sound) Classic song coming through with some of the aforementioned noise pollution. (Second sound) Noise pollution drops out, and all we have is the song. SFX: Song continues.
We think not.
Bose: Sound quality is quality sound.
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Follow Bose on Twitter. Retweet one our posts and you will be automatically entered to win one of many free Bose products.
Agency E | Fall 2012
Bose
SFX: Song continues.
15 Radio Advertisement Production Notes
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Female Voice: (Young, but professional and confident; authoritative almost)
Script
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Annoying, isn’t it? And, sadly, it’s all too common.
In today’s fast-paced world, noise comes at you from all directions, all angles. All you want is a little relief. and you know what... a fashion statement just isn't going to do it
Here at Bose, we don’t focus on the frills; we simply want to make headphones of quality.
Music/SFX
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Because we believe that sound quality translates into quality sound. And after all, is that what it’s all about? Go to Bose.com or tweet #Bose or #Winbose from you Twitter account. If you can get 50 retweets you will be automatically entered to win a free pair of Bose headphones.
Agency E | Fall 2012
Bose
Music: A catchy song starts up, plays for a few seconds, but is abruptly interrupted by various sounds (i.e. a car horn, screeching tires, people on their phones). Narrator comes in after this. SFX: By now the music has dropped out, and all we hear is the annoying sounds.
SFX: Everything goes silent after the narrator says “And you know what…
Music: Starts back up, now free of background
16 Radio Advertisement Production Notes
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Male Voice: (Young, but articulate and intelligent…think John Krasinki [aka Jim Halpert, from The Office])
Script
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Everyone remembers their first concert. The atmosphere, the fun, and more than anything, the sound.
You heard the music in a way you had never heard it before. Bose recognizes quality sound, and engineers their products to produce the best sound quality all the time. You value the music you listen to, and we value how you listen to it.
With all of our products, Bose promises to give you the best sound quality you’ve ever heard. And if you don’t feel like your back at your first concert when you’re wearing them, return them for a complete refund.
Bose: Sound quality is quality sound.
Music/SFX
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Follow Bose on Instagram. Re-post the contest photo from our official account and you’ll be entered to win in a free pair of headphones every Monday.
Agency E | Fall 2012
Bose
SFX: Sound of audience at a crowd cheering or singing, starting out at a low volume and casually growing. Song- Electric Feel by MGMT SFX: Music continues through dialogue, crowd continues to cheer
SFX: Song continues.
SFX: Song continues.
SFX: Song continues.
17 Social Media Plan Page 1 of 2
Our campaign is going to encourage users to connect the same way they are currently interacting with friends - on their phone and on social media sites. With 9,872 twitter followers, and 1,041,262 Facebook likes, our goal with social media is to increase interactions with consumers and encourage them to urge their friends to connect with Bose. To do this, we plan on utilizing three platforms: Twitter, Instagram, and in-person interactions.
Agency E | Fall 2012
Bose
18 Social Media Plan Page 2 of 2 We want Bose to create an Instagram account with the purpose of promoting their products through posted photos, and contests. Instagram is one of the most quicklygrowing social networking sites available today. Every second, 58 photos are uploaded onto Instagram. Only two months after its inception in October 2010, Instagram had 1 million users. As of April 2012, they had 40 million, and of the college students polled, 85% said they use instagram often or sometimes. The first 10,000 people to start following Bose on this social media platform will be entered in a competition to win a pair of Bose headphones. One hundred will be chosen to win from this 10,000. Following the reveal of who won, these consumers will be encouraged to tag #Bose and #Bosetravel with photos from the places they have traveled with their Bose. Regardless of who won, everyone who follows Bose on instagram will be followed back to encourage customer interaction.
Currently, Bose has no official Twitter account. We propose Bose begins an official account to update followers with news and company updates, and as an opportunity to post photos of their products to promote their line of headphones. To generate followers and to promote the new campaign, Bose will hold a contest for their followers to re-tweet a personal tweet incorporating the hashtags #Bose and #winBose. If the consumer can accumulate 50 re-tweets, they will be automatically entered in a drawing for a free pair of headphones with the limited edition color navy. To encourage late adopters to participate, we will conduct this contest on the first of every month for a year.
Agency E | Fall 2012
One of the best ways to encourage consumers to buy a product is to allow them to test it. Since we want to promote the sound quality of Bose headphones, we will target various music and concert venues with pop-up Bose shops offering a 10% discount on the date of purchase at the designated pop-up location. In addition to a semipermanent location for purchasing, Bose will also select ambassadors to walk around the concert and encourage music fans to try the headphones and hear the quality. They will pass out cards with notice of the 10% discounts available, encouraging them to visit the pop-up shop and maybe buy the Bose headphones.
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