BoseBetter Sound through Research

By: Phil CogginsBobi DePauw

Shannon LakemanCarlos Quinones

• BOSE is a state of the art system that provides professional, quality, and surround-sound speakers to provide entertaining and captivating products.

• BOSE is dependable, reliable, and top of the line.

• BOSE is a bold and professional sounding brand choice that puts you straight into the action.

Brand/Product

Brand Personality• Tom Brady, Quarterback for the

New England Patriots– Qualities

• Cunning• Leadership• Passion for striving for greatness • Unrelenting desire not to conform.

• These qualities are the things that make him a great football player, and a great leader; things that Bose also has tried to do, leading the way for new and great technology.

Target Consumer• Engineered for those who truly want more from their home

theater. • Those who believe that lifelike sound is a necessity, not

something to be taken for granted. • Not just for the retired wealthy business man

– it is for anyone who wants to experience their movies and music, not just listen to them.

• Those who demand a high level of performance and a low level of hassle.

Target Audience • Young to Middle Aged Men in the Middle to Upper Class

financial bracket • Consumers with Appreciation of High Quality Sound and

Video

Positioning Statement

For every consumer pursing better sound and sight through technology, Bose is the live-in-your-living room entertainment system. A system that doesn’t just put you in the front row, it puts you into the action.

Advertising Objective: To increase Brand / Product awareness and to show the superiority and added prestige of Bose

Core Target Consumer: Young to Middle Aged Men in the Upper to Middle Class financial bracket. Consumers with Appreciation of High Quality Sound and Video

Think NowDo NowI Really don’t know much about the Bose Home Theater.

Bose is good quality but it is too expensive for me.

Does surround sound actually make a difference.

In an unpredictable world in need to be in control of some aspects of my life.

Think In FutureDo In FutureThe Bose Lifestyle Home Theater is Incredible!!

Bose products are totally worth every penny.

I am going to invest in a high quality Bose Home Theater System.

Why go to the movies when I could just watch a movie on my Bose System,

Bose gives me the freedom to control my audio visual world.

Differentiating PropositionBose, gets you out of the front row, and gets you into the action.

When the front row isn’t close enough.

Size Matters

Never be Second best.

• Media To be Used– Magazine

• Playboy– T.V.

• 30 Second spot– Showing the prestige of Bose

• Ads to be Used– Magazine

• Full Page Bleed– Uncompromising

– T.V.• 30 sec spot

– Two Parties Commercial

dfds

Ads to Be Used

Promotion• Keeping with the BOSE Tradition, we will be conducting a

modern “word of mouth” campaign. We will be giving any customer who buys a BOSE product the opportunity to recommend a friend to BOSE and if that friend makes a purchase you will receive a voucher for 10% off your next BOSE purchase.

• This will help three fold, first it will get people informed about the current BOSE products available, secondly it will get more people who we know are interested in BOSE into the stores, and lastly it will give our original customers back in the store to buy more BOSE products.

The End.