Audionic Marketing Report

Hammad-Ullah Shaikh
B.P.A. 2 Year
nd

Principles of Marketing
March 15 ,2021
th

Submitted to :
Ma’am Saima Mallick
 Audionic Marketing Report
Purpose of the Study.
The purpose of the report is
a. to see why Audionic Products are liked more or liked less by the customers in Pakistan
what are the reasons behind its likeliness amongst the customers.
b. To identify What brands or marketers affiliated with the brand should do to increase its
business (Sales)

General Brand Description of Audionic

Introduction
Audionic – The Sound Master is one of the most iconic business divisions of Dany Technologies
which is providing superior products for music lovers from over a decade. Audionic is a well-
known brand in the sound industry since 2003.

Approach of the Brand

The approach of Audionic is market-oriented. Audionic’s prime focus is to make products which
meet customer needs. Audionic did a market research on what the customer needs to listen to
feel the music through their products, to get the sound the product is supposed to give. So that
the customer can listen the music the way it is meant to be. Audionic meets the affordability
range of customers, providing customers with high-end products with decent price range. Not
only does Audionic meet the affordability range of customer but sell them variants of a particular
product.

Mass Market or Niche Market Product

Audionic is a niche market product because it is not a basic necessity product. Like, Clothes or
real state and food products. It is an accessory for music and sound system to enhance or to
increase volume of sound. Not many people in Pakistan are fond of music and don’t have a taste
for music they mostly use Speakers for religious congregations, political campaigns and
processions and a very few for music. Audionic’s price range for its products is out of reach for
working class and lower class. The product is aimed at music lovers, who understand the art of
music and want to feel the music in every sense. Which makes it a niche market product.
 A. Why Audionic Products are liked more or liked less by the
customers? what are the reasons.
- Audionic Products are liked in the industry. It is one of the renowned
companies that makes quality sound products, ranging from speakers to
headphones to air buds to wireless variants of the mentioned products
before. It is more popular than other companies that make sound products.
- Reasons:
The reasons are found in these Marketing Techniques Qarshi Jam-e-Shirin’s
using and is identifying the needs of customers and connecting its business
with the consumer needs and wants, in order to earn profit off of the sales
they make by selling the product and is liked by customers.
Marketing Approach by Shan Foods to reach audience:
This is how Audionic is recognizing the customer needs and wants, and linking its business with
the consumer demands, to earn profit off of the sales they make by selling audionic sound
systems and other products by audionic. Given Below are the reasons as to why Audionic has
more likeliness in the market as compared to other companies.

Target Audience
Audionic has intelligently made Market Segmentation of Mass Market. The Audionic’s market
segmentation splits the mass market into different categories or groups or sections, because of
different attributes of the buyers or audience. There are 3 different types of Market
Segmentation Audionic follows which makes it accessible to more people.
1. Geographic Segmentation: Audionic’s Geographic segmentation is based on the regional
level. It can be fragmented by city, province or even town or neighborhood. So, Audionic
advertised wireless air buds in urban areas mostly and in big cities like Karachi, Lahore in etc.
but in rural areas and small towns. It promoted and localized normal wired headphones only.
2. Demographic Segmentation: Audionic Demographically Segmented the Socio-Economic
classes generally found in our society. The segmentation was made on such demographic factors
which distinguish the classes based on lifestyle, social class, age or gender. Audionic’s target
audience is Upper Class and Middle Class according to the income of the two classes, the
product is targeted at people of age 15 to 50 years.
 3. Psychographic Segmentation: Audionic targeted music lovers and enthusiasts, who want to
enjoy the music in its entirety but can’t afford to buy expensive products. To attract the religious
groups, Audionic made mehfil speakers which target religious people’s psychology and interest,
for speaker use for religious occasions and prayers.

The four main product attributes

- Audionic’s quality is top-of-the-line in the market, that is why it is one of the leading
electronic and sound brands in Pakistan
- Audionic is very durable because of its good quality the product lasts almost 3 to 4 years
because of sweat, water and dust resistance.
- Audionic’s consistency is regular and hasn’t changed. it has been producing the same
top-quality products since the development.
- The appearance of Audionic products is very specific. Mostly, products are either white,
grey, or black and red. The color scheme and tones are edgy and dark which attracts teens
and adults mostly and the shapes of different headphones is different for particular
audience like for gamers big skull candy headphones with attached microphones is used.
Air buds are simple and white which attracts mature audience and adults. The packaging
is also very appealing and mostly color combination is synchronized with the color of the
product.

Unique Selling Point of Audionic

The unique selling point of Audionic is that it has high specification devices, with affordable
price range, but it also has speakers specifically for Taraweeh, Mehfil-e-Milad and Majalis.
Which has emotional and spiritual entity attached to it. Which is something, no competitors in
the market are providing.

Stage of Product Life Cycle of Audionic

Audionic’s product life cycle is in in its maturity stage, as Audionic is selling more products and
the cost for marketing and promotion is used as per requirement, to get that competitive edge,
Audionic is making changes in the products like making wireless air buds, Portable easy-to-carry
speakers, Bluetooth speakers and wireless headphones keeping the price affordable and keeping
the quality up to the standards. This gives Audionic the competitive edge over other substitutes.

Product Portfolio
- Mehfil Speakers
- Normal Speakers
 - Portable Speakers
- Bluetooth Speakers
- Trolley speakers
- wired Headphones
- Skull candy Headphones
- Bluetooth headphones
- Wired earphones
- Wireless Earbuds
- Home Theaters

Extension Strategy

As Audionic is still in its maturity stage it isn’t declining, so they don’t use extension strategy to
keep product on the shelves.

Pricing Technique
There are many pricing techniques that are used in the market, but Audionic follows some of the
pricing techniques.
- Competition based Pricing: Audionic follows this type of pricing because the
substitutes of Audionic products are available in the market, but Audionic itself is the
market leader. It follows the pricing the whole market follows.
- Market-Based Pricing: Audionic follows some of the market-based pricing techniques
given below;
 Price Discrimination: Audionic follows price discrimination by selling the same
product at different prices to different customers. Like speakers, wired headphones
and Bluetooth speakers
 Dynamic Pricing: Audionic uses dynamic price strategy during cricket tournament
like world cup, PSL, Asia Cup. Where most people like to watch matches on big
screens with loud sounds on speakers
 Promotion Mix
Audionic also uses different ways of promotion to increase the sales of production and to reach
out potential as well as target market. Audionic follows both basic types of advertising which is
“Above the line Promotion” and “Below the line Promotion”.
Above the line Promotion: Audionic uses above the line promotion such as Television
Commercials, or Print Media like newspaper, billboards and magazines or Radio Advertisement
to reach target audience as well as potential audience which doesn’t fall in the target audience
category but might buy the product. The cost of this type of promotion is very high. There are
two types of above the line promotion, Informative and Persuasive. Audionic focuses on
Persuasive Advertisement.
 Persuasive Advertisement: Audionic uses this Advertising technique to
communicate with target audience to persuade them to buy audionic. For this
purpose, Audionic uses sentimental values, emotional strings etc. like cricket
scenarios in the Television Commercial Advertisement to attract cricket fanatics to
buy home theater or big speakers. To influence religious people it endorses Hafiz
Ahmed Raza Qadri a religious personality, and incorporates religious thematic for
mehfil speaker’s sale. Audionic has put up billboards, all over country. It has
magazines printing its Advertisements print in a designated section. Or on
newspaper. Radio Commercial play the Audionic Advertisements during Breaks.

 Informative Advertisement: The Advertisement on Audionic’s own YouTube

Channel for its wireless ear buds, and neck bands are informative Advertisement.
Showcasing the product and its specifications and features.

 Mostly used media for Advertisement is Conventional Media, which is

Electronic Media. Which is showcased in Television Commercial
Advertisements. Latest Advertisement is of Hafiz Ahmed Raza Qadri in
Turkey. It relates to only religious aspect of the target market and not the main
music enthusiasts. The advertisement is aired during primetime television
timing on famous Television Channel. The frequency of the advertisement is
mediocre, not so high, and not so low.
Advertising Appeal:
 Emotional appeal: Audionic Advertisement use emotional appeal by incorporating
patriotism. When Audionic released a song “Ek Qoum Ek Awaz” naming it “Azadi Anthem”
associating it with Independence Day.
 Social appeal: The cricket Television Commercial during World Cups of 2007, 2011, 2015
showcase friends bonding, promoting brotherhood giving a social message unity is strength.
 Humor Appeal: Fahad Mustafa’s 2017 Television Commercial in which he embarrasses his
uncle by shattering his pride with Audionic Home Theater’s amazing performance
Message Execution techniques:
Audionic uses 5 of usually 9 message execution techniques

- Musical: Audionic’s famous jingle during world cup “Come on, Come on. Let’s play
Pakistan” used musical message technique
- Humor: Fahad Mustafa 2017 Television Commercial “Hila ke rakh de” uses humor
message technique
- Life style: Focuses more on Cool Teenage, more energetic teens and youth showcased in
its early advertisements before 2017.
- Slice of Life: Audionic Blue Tune-750 Television Commercial, shows friendship of
friends and all the fun side of friendship
- Endorsement: Celebrities like Fahad Mustafa, and religious personality like Hafiz Ahmed
Raza Qadri
Below the Line Technique: Audionic does use below the line technique of Promotion to reach
out potential and target audience by being a part of short activities.

- Sales Promotion Technique: This technique is used by Audionic to increase demand of its
products by involving in small activities
 Price Deals: There’s actively an “Azadi Sale” going on which is giving 50% off on all
products till 14th –August-2020
 Points of Sales Display: There are Banners of Audionic in University Canteens, Near
Offices, and standee’s in shopping malls and department stores.
 Dump Bins: Audionic has Dump bins assigned at retailer like a super market where all the
Audionic products are stacked.
 Buy 1 Get 1 Free: Audionic had a deal in 2018 where if a customer buys a Bluetooth
earphone for Rs. 1650/- The other Bluetooth earphone is free
- Trade Fairs: Audionic participates in Expo and Electronic and Media Exhibitions at
different Events and promotes Audionic by telling audience about the product they are
selling
- Sponsorships: Audionic has sponsored numerous events, like Islamabad United in PSL,
Atif Aslam concert, and the Enigma event in I.B.A. University.
 - Personal Relations: A Famous Tech YouTube Page named “Video Wali Sarkar”
promotes Audionic, Audionic sends the review blogger/ YouTuber free products, and
asks them for positive reviews.
- Packaging: Audionic mostly uses their logo color scheme on their packaging, which is
black, red and multi-tone grey color for speakers. The product is in carton box with
images of speaker model on it. The product is protected by plastic covering on the main
product and its accessories. For headphones it uses white and black packaging with red
tone usually on the box with product image. The headphones are placed in a plastic
container inside.
Most importantly Audionic has integrated marketing mix which helped in increase in sales of its
product. This is how Audionic integrated marketing mix

Integration of Marketing Mix:

Most importantly Audionic has successfully integrated marketing mix which helped in increase
in sales of its product. This is because Audionic has used respective means of elements needed
by the Market. It has chosen correct mediums to promote the product. Kept the prices for target
audience in such a way that it perfectly aligns with the segmentation of market as well as classes
audionic has chosen. The product quality is great and it matches with what Audionic is
promoting. Their promotion techniques appeal to the audience potential and target as well as
their message is easily conveyed. The packaging is very balanced, it isn’t over done neither
under done. Just the right amount of boxing and wrapping has been done. It has an easy access
because of its availability at nearest Communications shop and Multi-Media Shops.

B. What brands or marketers affiliated with Audionic should do

to increase its business?

 Suggestions for Audionic to increase its sales

- Audionic can actually work on its production policy and make it eco-friendly like reduce
the use of plastic and use biodegradable or planting packaging that can help the
environment getting greener.
- Audionic has recently reduced its advertisement frequency it has reduced from mild
frequency to almost none. Audionic should start working on attracting customers again
through advertising because, if the company will not advertise the product than less
people would know about the product.
- Audionic should bring change to product attribution and start making water and dust
resistant air buds, wireless headphone, and speakers
- Audionic should start making compact speakers that are also weather resistant.
 - Audionic should use different types of message execution techniques in their
advertisement like; they should reflect the types of music in their advertisement. Bass
boosted music, rock music, serene music, calming music like ocean waves or waterfall.
- Audionic can change the color scheme of the products and have a colorful range of
products.
- Audionic can advertise their products on Facebook, that’s where the audience is very
sufficient.
- Audionic can produce voice-controlled speakers, air buds, headphones
- Audionic can integrate voice assistant services like Alexa, Siri, Google Assistant on their
speaker devices.
- Audionic can sponsor events like Music Festivals in the country.
- Audionic maybe collaborate with companies like Samsung or Huawei or Xiaomi etc. and
make products affiliated with their devices.
- Audionic can make laptop only wireless headphones, air buds etc.
- Audionic can give discount coupons on their products.

These are some of the suggestions that audionic can follow to help increase sales of their
Audionic products.