Bose
Better Sound through Research
By: Phil Coggins
Bobi DePauw
Shannon Lakeman
Carlos Quinones
Brand/Product
• 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 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 Now
I 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.
Differentiating Proposition
Think In FutureDo In Future
Bose, gets you out of the front row, and
gets you into the action.
The Bose Lifestyle Home Theater is
Incredible!!
When the front row isn’t close enough.
Size Matters
Never be Second best.
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.
• 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.