COMM296 Beats by Dr.Dre (2) – STP

 
In addition to the previous blog, I’d like to talk about the STP process of Beats by Dr.Dre.

Segmentation

Genre can vary from person to person, but basically everyone likes music no matter whether they are male, female, old or young. To someone, however, sound quality can be a big deal more than anything to feel music. Thus, they’re willing to spend their time and money to find better equipment. Beats by Dr.Dre saw the business opportunity from this group of people and segmented them from other.

Targeting

As you can tell from its product designs, Beats by Dr.Dre has targeted from teenagers to maybe mid-thirties. In addition, if you ever used any of Beats by Dr.Dre’s products, you would know its products are very focused on the deep bass sound. That is, the company’s been targeted hiphop or club music lovers

Positioning

Just like many companies, Beats by Dr.Dre also collaborated with celebrities as their marketing strategy and launched artist series headphones. The key celebrities in partnership with Beats are P. Diddy, Lady Gaga, Justin Bieber and even with the NBA player, Lebron James! Product’ names are diddybeats (P. Diddy), heartbeats (Lady Gaga), powerbeats (Lebron James), and justbeats (Justin Bieber). Since each product of artist series has its own distinctive features from others, Beats by Dr.Dre could capture a range of customers. For example, diddybeats is particularly designed for those who want extremely clear sound with deep bass.

Not only collaborated with the celebrities, but also the company collaborated with HP. Furthermore, Beats recently announced to work with the motor company, Chrysler.

As you can see the picture of Beats’ timeline above, Beats has expanded its market quite fast. However, I found this rapid expasion a bit risky because it doesn’t seem that the company’s had enough time to position well in its market. There are still a lot of people who havn’t even heard of Beats by Dr.Dre. For them, HP with Beats’ sound system wouldn’t be really an attractive option to choose over other brands. Therefore, I feel that Beats might need to slow down a little bit and to monitor its market patiently.