In the headphone market, there may be different marketing
strategy depending on the brand.
Bose strategy compared to its competitors is based primarily
on the combinaison of quality and design of its product. Indeed the purpose of
Bose is to create products combining high technology, simplicity and reduced
size, to create sound systems that are easy to use and accessible to all
consumers. The headset audio according to experts is based on a slim and sleek
design with high quality technology to provide the best sound.
Therefore the price goes with that quality. Bose practice an
upscale pricing. Prices range from € 150 to € 300.
Regarding distribution, Bose has both its own stores in
major cities in France and in shopping mall. Bose also sells its products
through major retailers (Fnac, Carrefour, Darty...)
Finally Bose brand communicates differently. Poster, online
advertising or more recently TV spot, is made by the Bose.
For example, here a link to the last pub Bose: http://www.ispot.tv/ad/7p81/bose-soundtrue-and-freestyle-headphones-listen-for-yourself
Timothée Girardon
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