Segmentation

The market segment that has been chosen to be focused on is “audiophiles” – individuals who specifically seek for high sound quality reproduction in their headphones. This market segment want headphones that can provide the listening experience of high sound quality replicate the full range of sound that a recording studio projects. With the Beats by Dre product line, this market segment will be satisfied with the diversity of products which Beats by Dre has to offer at the level of sound quality they desire for a great listening experience. The percent of sales of the Beats by Dre product line to audiophiles account for quite a significant portion. The purpose of the Beats by Dre brand is to replicate the full range of audio sound that can be heard in recording studios into a pair of headphones; this directly caters to the demand of audiophiles – the need for headphones with high-fidelity sound. Audiophiles will mainly use their Beats by Dre products to listen to any form of audio. The purpose would not differ much from other segments of the market however, audiophiles are more likely to use their Beats by Dre products for a wider variety of uses and also a longer usage time. These audiophiles are most likely avid music listeners are by placing the products in a wide array of genres of music videos, we are likely to locate this market segment and get them aware of the product. With the introduction of the Club Beats at certain Best Buy locations, we will also be able to reach this market segment. Moreover, the implementation of the Beats Challenge would further add to another channel where we can reach this market segment.