PRODUCTS AND BRAND MANAGEMENT

ASSIGNMENT
Aadil Kakar
MBA (Gen.)- E
42

For this study, I have chosen the upcoming and growing market for wireless
earphones. The product, which I have created, is named “Sounds Buds Pro” and in the
analysis below it has been compared to flagship products of the market leaders, Apple
Airpods Pro & Samsung Galaxy Buds.

PRODUCT STRATEGY

The product strategy for ‘‘Sound Buds Pro’’ is to be the leader in earphones segment
through the power of sound & quality of the products offered. As referred to the table,
Sound Buds Pro gives the best quality earphones with best features available in the
market. The USP is long battery life and noise cancelling microphone feature, which
is not available in any of its competitor products. Sounds Buds Pro should be the go-
to product for wireless music listening. The strategy is to provide what our
customers want from us regardless of whether audio is your profession, your
passion or your hobby.

Product Features AirPods Pro GalaxyBuds Sound Buds Pro

   
Weight 10.8g 5.6g 8.6g
Battery Life 5 Hrs 6 Hrs 7 Hrs
Battery Indicator No Yes Yes
Wireless Charging Yes Yes Yes
   
Charger Type Lightning Type-C Type-C
Cable
Mute Function No No Yes

Noise Cancelling Mic No No Yes

Active Noise Cancellation Yes No Yes
Splash proof No Yes Yes
No. of microphones 4 2 4
Price $249 $129 $149

In the Table Below, The ranking of the products on the key success parameters has
been ranked
Critical Success Airpods Pro Galaxy Buds Sound Buds Pro
Factors
Price 3 1 2
Availability 1 2 3
Compatibility 3 1 2
Battery 3 1 2
Design 1 2 3
Weight 3 1 2

Customer Analysis

 Geographic Segmentation: Geographic segmentation calls for driving the

market into different geographical units such as nations, states, regions,
counties, cities, or neighborhoods. The customers in big cities of developed
and developing countries would be the target segment for our product as these
are very convenient to use and are compatible with all the devices and stylish
as well. These are also priced higher than normal earphones.

 Demographic Segmentation: In this type of segmentation segmentation, the

market is divided into groups on the basis of variables such as age, family size,
family life cycle, gender, income, occupation, education, religion, race,
generation, nationality, and social class. Demographic variables are the most
popular dimensions for distinguishing customer groups. For the wireless
earphones, the target demographic are men and women from age 15 to 45 who
follow the latest technology trends and convenience of wireless. These can be
used by students as well as professionals.

 Psychographic Segmentation: The main purpose of psychographics is to

obtain a better understanding of the consumers as a person by measuring him
on multiple psychological dimensions as well as on the way he lives, things in
which he is interested, and his opinion on a diverse range of products and
services. The people who are fans of technological developments and have a
tendency to use latest technology are the customers. They are tech savvy,
interested in and excited to own latest and most advanced flagship devices.
Some features are not available in products of Apple and Samsung.

 Behavioral Segmentation: The root of this approach to market segmentation

lies in the idea that companies should provide customers with exactly what
they want, not based on how companies design products and services for them,
but based on the benefits that they derive from the goods/services that they
use. Focuses on the behaviors that consumer’s exhibit in marketplace. As
wireless earphones are more advance for their features and technology,
customers with special need or who are willing to spend more rather than
buying basic earphones are targeted for this segment.