Beats Headphones: IMC Plan Part 2 THIS PLAN IS CONFIDENTIAL

Table of Contents IMC Strategy Recommendations……………………………………………………3 Communications Strategy Recommendations……………...…………………….…4 Marketing Communications Strategy Recommendations…………………………………………………………………...5 Marketing Strategy Recommendations………………………………………………6 Marketing Communications Strategy Recommendations……………………………………………………………………7 References……………………………………………………………………………8

IMC Strategy Recommendations Beats by Dr.Dre is the latest headphone type that is able to make a full-spectrum duplicate that producers and artists hear when in their profession in a recording studio. Finally, beats has released a new limited edition of the color headphones. This design aims at promoting the new color varieties. Using a billboard that features Lady Gaga, a popular music artist in the world. In Facebook, Beats remain updated with the latest news. To provide unique products in color style, and appearance To maintain a competitive sustainable advantage To increase the sales from the latest Beats headphones by the name Heartbeats by Lady Gaga, at the year ending 2018.

Communications Stratégies Recommandations A widely unique design that appeals to their target market, which is the Teens. Dr. Dre beats provide the quality music/sound made by producers and intended for the listeners to hear. Internet is the main communication media. The primary tool for consumer engagement is Facebook & Twitter. The product’s Facebook page is currently having more than 2 million followers whereby they voice and comment their concerns, ratings, and opinions.

Marketing Communications Strategy Recommendations The new product is new to the market, the seller, the producer, and to the world. The strategy links the development of the new product with the business, marketing, and corporation objectives. A widely unique design that appeals to their target market, which is the Teens. Use of heroic images of sports, music, and fashion for a Continuous publicity/promotion via music videos and other commercials like billboards.

Message Structure (Marketing Strategy) Using a billboard that features Lady Gaga, a popular music artist in the world. She is best known for her character of crazy clothing. In the billboard, there will be Lady Gaga as well as the Beats headphones. The message will be that despite what you wear, the headphones always compliments your personality and style. In Facebook, Beats remain updated with the latest news. This sends the message that the company keeps up with the latest technology and responsive to change with the environment

Marketing Communications Format/executional framework It is very simple! Take a picture mainly focusing on the Beats Headphones. The more unique, creative, and interesting photo, the more chances to win. Five winners will be chosen and will be awarded with a new limited edition of colored headphones they choose. Also, winning pictures will be posted in our official Facebook page and website. All entry’s should be send to Beats by Dre.com by email.

Marketing Communications (Media Channels) The promotional strategy is a promotional mix consisting of sales promotion and advertisement. Advertising will be done through YouTube/commercials, p-o-p displays, and interactive kiosk Public relations marketing will be done through the press releases, official website, Twitter, and Facebook Sales promotion will involve discounted products and p-o-p displays

Marketing Communications Recommendations (The Message Source) The promotional mix will involve a celebrity woman by the name Lady Gaga who is an artist. It involves addition of a new artist series headphones in the ear headphones and above the ear. Lady Gaga is a very popular artiste best known for her crazy clothing. When combined together, both fashion and music will reflect Lady Gaga’s commitment to be amazing while using beats by Dre headphones

Marketing Communications Recommendations (Feedback Metrics) In 2019, more videos will feature the new color line of the Beats By Dr. Dre, therefore increasing popularity an sales. The new color line will be recognized by more people. Given the new attention that is currently received with such a color line, in 2019, the company will be introducing their first wireless devices. The firm’s store that was only intended to remain temporary a pop up store, will continue beyond 2019 because of all the positive sales feedback/popularity. With another new store likely to be opened in New York, the upcoming wireless devices and the new color line, 2019 will so far perhaps mark the company’s best year. Beats headphones’ key communication strategy is over the internet. The firm uses Twitter and Facebook in advertising its products.

References Andrews, J. C., & Shimp, T. A. (2017). Advertising, promotion, and other aspects of integrated marketing communications. Nelson Education. Zook, Z., & Smith, P. R. (2016). Marketing Communications: Offline and Online Integration, Engagement and Analytics. Kogan Page Publishers. Peacock, G. (2016). Evaluating the impact of social networking sites on an organisations communication strategy. The case study of improper butter (Doctoral dissertation, Dublin Business School). Eronen, A. J. (2017). U.S. Patent No. 9,653,056. Washington, DC: U.S. Patent and Trademark Office.