Marketing Concept- Product (Beats by Dr.Dre)

'Experience music in your own way'

An idea in someones head is what makes a product. There are two categories that a product can fall into; consumer products or Industrial/business products. Consumer products are products that meet family or personal needs, for example a camera or bicycle. A Industrial/business product is a product that is purchased to help a company to make another product, they are mostly used by industries for example raw materials and parts. Product is extremely important in the marketing mix as it must jump out and target its buyers. It must be the perfect product sold at a reasonable price and a reasonable place. 

There are three levels of a product; Core product, Actual product and Augmented product. The core product is the key benefit or service that the product provides. Beats by dr dre a billion dollar business and controls 70% of the headphones market. LeBron James, Cesc Fabregas and Colin Kaepernick are sports stars that connect theirselves with beats products. Famous artists; Pharrell, Nicki Minaj and Lady Gaga also connect  themselves with beats products.
The core product in Beats is that they transform music, they don't reproduce it. They target their customers as they have a set of beats that specifies what a customer wants to hear most in music. Beats ' add bass, slow it down 100x, mash it up with something else. And people will buy headphones that finish in the way they like.' The second level of a product, the actual product, is mix of factors.

The features and capabilities beats provide are that the new set of wireless headphones have a built in microphone so that you are able to use them freely. They have buttons at the side to answer and hang up phone calls, control the volume and moving back and forth through songs. Although the sound has a loud base the other sound qualities still stand out. The headphones are extremely comfortable to wear as the headrest are ear cuffs are padded and a case is provided to keep the headphones safe. Beats by Dr Dre offer a wide range of earphones throughout there market. They sell headphones, earphones, speakers and a beats audio software that offers customers to stream music. This video shows clips of extremely famous artists that people look up to wearing the new Beats wireless headphones. It shows all the features that are provided when wearing them and the range of different styles that are available in the market.

Beats have a certain image that target customers and are worn by so many famous people which make customers envy them. You are able to choose which colour and design you want to purchase which is a great thing as not every customer wants the same product they all have there own style and are able to buy what they want. The packaging is very effective as it needs to make the product stand out. It is highlighted with colours; red, black and white with the Beats by Dr.Dre in four different languages.

The augment product is the aspects and support of a product.  All beats products come with a warranty card which provide their products with a longer life cycle. It is amazing how the technology is improving more every day and beats are constantly keeping on top of it to keep their customers satisfied. Beats have been worked on from 2006 after Jimmy Lovine and Dr.Dre had a meeting.  2008, the day beats by Dr Dre were introduced to the market they were a set of headphones with a wire. Nowadays the technology is surprising, the fact that you can walk about connecting your device to the headphones and controlling everything from the headphones is astonishing. They are now designed "lighter, sexier, stronger and more comfortable".   What will be next? 

Beats are not very cheap to buy as the cost of making a fancy headset can be as little as $14 and the cheapest set of beats cost $200 and goes as high as $700. Surprisingly this doesn't stop customers from buying them as the image and quality of them is admirable.

Terms, P. I. (2016). Beats by Dre: Product life cycle and growth share matrix. Retrieved November 24, 2016, from https://prezi.com/0rswfipreuyo/beats-by-dre-product-life-cycle-and-growth-share-matrix/

Savov, V. (2014, May 9). The epic visual history of beats by Dre. Retrieved November 24, 2016, from http://www.theverge.com/2014/5/9/5699032/beats-by-dre-visual-history