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Monster’s //Beats by Dre// are available in many electronic chains. With exclusive distributing rights with Apple Inc and Best Buy Corporation, //Beats by Dre// products are available for sale at all locations. Monster Technologies uses the exclusive distributing rights as a marketing tactic, reinforcing the exclusivity of the //Beats by Dre// products. The //Beats by Dre// brand strives to identify itself as an elite and leading brand. Similar to that appeal of Apple Inc. products, beats aims to build a loyal and elite market base by having their products in specific locations. Having //Beats by Dre// in well respected chains such as the Apple store and Best Buy (who owns Future Shop in Canada) emphasizes the brands recognition as a high quality headphone. Having the Beats brand associated with respected chains such as Apple Inc and Best Buy Corporation gives the brand a cutting edge over its leading competitors. Monster`s //Beats by Dre// line is offered in these retail locations due to their high quality customer service policies and prestigious reputations. Best Buys and Apple Stores are based in large cities with wide demographics. With various locations in the urban market, these locations prove to be the best distribution chains suited to sell //Beats by Dre// has they are available to a wide range of demographics. Although Beats’ leading competitor, Bose is sold in Best Buy chains, the //Beats// brand has successfully established an exclusive identity within its design and packaging. Throughout retail locations, the //Beats// products are not housed on the floors but kept locked away with other high quality products. With limited quantities on display at stores such as the Apple store, a customer must come in and specifically ask for //Beats by Dre// headphones. // Beats by Dre // heavily relies on its website (http://BeatsByDre.com) not only as a promotional tool but as an online store to sell its extensive product line. With an online catalogue, interested buyers are given prices, photos, details, safety tips and reviews when viewing each product. The official website provides potential customers the ability to privately learn and understand more about the brand without the trouble of physically going to a distributor; it also allows the customer to scope the line and decides privately which //Beats// product is suitable for them. As well as an official webpage that catalogues each product extensively, //Beats by Dre// has also built somewhat of an online community for //Beats// enthusiasts and //Beats// owners. With pages on Social networking sites such as Twitter, Facebook and MySpace, //Beats by Dre// is able to penetrate a new market, young music enthusiasts. These social networking sites allow the //Beats by Dre// brand to provide its online consumers with the latest news on any product releases or brand updates. //Beats by Dre// can use its existing social networking pages to strengthen its online community by having contests or online activities that would allow participants the chance to win a pair of //Beats by Dre// headphones. As well as these social networking pages, //Beats by Dre// should consider an online official forum which allows //Beats// owners and interested parties to join a conversation online. This webpage would allow people from across the world to share their //Beats// experiences, ideas, photos, complaints and concerns on a webpage monitored and administrated by Monster Cable Products. This online forum would not only strengthen the online community by having community members share accounts and stories or their //Beats// experiences but allow customers to get help and guidance from a community organizer, in this case, Monster employees who will have professional knowledge about any issue that may arise. This would limit the amount of in-store complaints or concerns as they could directly ask brand representatives online. This online forum would also strengthen the customer loyalty as registered members may get insiders on sales, new product launches or contests that may arise in the future. An official online forum would greatly benefit the //Beats by Dre// brand in its growth from an introductory stage in the product life cycle to its maturity.