1. “People aren’t hearing all the music.”Dr.Dre
Duo Li

2. Product
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High-end headphones
seamless "U" shaped
Six different selection
$199.95 to $399.95 price
range
• Variety of colors

3. Market Review
• 40% all US Headphones
Sales
• 64% Market Share
• $ 519 Million Revenue
(2012)
• Fashion accessory
• Symbol of Pop culture
• Celebrity Choice

4. Target Audience
Primary target audience
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18-34 year old urban male
Like music, art and sports
Focus on hot event and news
Stylish to differentiate
themselves
Secondary target audience
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Audiophiles
Sound engineers
musicians
focused more on music quality

5. Big Idea
• Follow up “It’s time to
show your color
• Advertising consistency
• Show talent
• Build own Beats
Headphone
• Express free-spirited
• “It’s time to BE ArTistS”

6. Media Objective
• Increase sales
• Increase popularity
• Increase competitive
advantage
• Expand brand awareness
• Enhance brand loyalty
• Deliver brand fame
• Positive impact on design
• New life style

7. Media Strategy
Primary channel
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Social media platforms
Google Ads
Digital media trend
Build Beats social media
community
• Suitable for target
audience
• Less money & more
effects

8. Support Medium
• TV Commercial
• Radio(6am-10am & 4pm8pm)
• Print ads(magazine)
• Product placement
• Special event
• Sponsorship

9. Budget
• Social Media: 45%
• TV commercial, Print
ads& product
placement: 20%
• Google Ads: 20%
• Radio: 10%
• Special event: 5%