Philips-Getting to know the consumers!

Philips-Headphones

Who are we talking to?

Music lovers-Both male & female(18-24 years)

Section A & B from Urban areas

Let’s get to know them better

Music lovers and their segments

Music lovers can be categorized into the following segments:

Source: http://www.afaqs.com/news/story/41371_Presentation:-Decoding-the-Indian-Music-Consumer

•INDIFFERENTS: They are the biggest group of music lovers. Music doesn’t play a significant role.They tend not to be up-to-date on the latest artists, prefering to listen to the music that they grew up with.

•CASUALS: Music plays an important functional role.They use music

as a background to driving, working out, studying, socializing,etc.

•ENTHUSIASTS: They are keen to discover new music, but rarely venture too far off the beaten path to find it.They usually have a

diverse range of interests and like to be plugged into several passion fields at once, rather than wholly committed to just music.

•FANATICS: Everything in the Fanatic’s life seems to be tied up with a

deep seated passion for music.They tend to be the heaviest consumers of music and spend more time and money in comparison

to the Enthusiasts.

Determining factors before buying a headphone

Purchase influencers

•Price •Sound quality

•Headphone type •Wearing comfort

•Brand

Source: http://business.mapsofindia.com/top-brands-india/headphones.html

Buying motives

When a customer wants to acquire headphone, rational and emotional motives often overlap

Rational buying motives

•Economy of purchase •Economy of use •Efficient profits

•Durability •Accurate performance

•Time-saving •Simple construction

•Ease of repair and installation •Low maintenance

Source: http://brandsaudit.wordpress.com/consumer-insight/#

Emotional buying motives

•Pride of appearance •Pride of ownership

•Desire for recognition •Desire to imitate •Desire for variety

•Safety •Fear

•Desire to be unique

Source: http://brandsaudit.wordpress.com/consumer-insight/#

Why do we use headphones?

Headphones are a must have while travelling

People fall back on headphones when in stress

People have become fitness freaks Headphones and workout goes hand in hand

Key learning

•The headphone industry is booming at a very fast rate

•Competition between brands going fiercer and fiercer leading to more product launches and innovations

•Currently ,consumers are opting for slimmed down and trendy

headphones with high resolution music

•The frequency of purchase is infrequent

•The technical complexity of headphones can be high, especially for first time buyers or people who are not use to using high-tech items

What do we want to achieve?

Increment in sales & improving the brand image

Who are we talking to?

Music lovers-Both male & female(18-24 years) Section A & B from Urban areas

Who do we want them to do?

To explore the range of Philips headphones

Where shall we talk to them?

On relevant social and digital platforms and through on ground activations

What can we offer them as reward?

Extraordinary auditory experience

Headphone-a lifestyle product

The Insight

•Headphones have gradually become a lifestyle product

•Sustainability is a key factor

•Consumers nowadays are opting for portable headphones which can be easily carried while travelling

•Consumers nowadays prefer buying headphones online as they get a variety

of range and can easily compare among them

Mandatory(ies):

•Sound quality cannot be overlooked

•Comfort & packaging is also a determining factor