The Sound of Ants: Strategy of Shure

Hello, everyone. Nice to see you again. Here I come again.

This time, I am going to introduce the strategy of Shure.

Shure, founded in 1925 in the United States, has always focused on the development and production of moving-iron earphones. It is considered to be the premium manufacturer of this type of earphone.

Then, how does Shure keep his reputation and get even better?

First, we need to see its products. On its official site, the phrase“THE MOST TRUSTED AUDIO PRODUCTS WORLDWIDE”can be seen very clearly. Then comes all the segments of its audio products. By clicking the “EARPHONES & HEADPHONES” button, we can only three types of products: SE earphones, headphones and accessories. This is its strategy of niche market. Shure just focus on the moving-iron technology based earphones and headphones. It is not like Sony who produces and sells all types of earphones and makes the consumers very difficult to choose. Shure's major consumers and targets are the professional fans, audio engineers and singers or music bands. Its products are always the first choices of these people.

As for the price, the ordinary consumers usually think Shure's products are expensive. I cannot deny it. But I want to clarify it. These years, Shure has already produced some basic product with its premium technology for the music lovers. It is true that the SE535LTD costs 549 dollars. But it also has the products like SE215 or SE 315 which cost 99 dollars and 199 dollars respectively. It is not realistic for Shure to sell its flagship product at a low price because it is made of the best material and best technology.

Shure's promotion strategy seems a little bit different. Because many of the professional singers and bands prefer to choose its products, they are doing a very good promotion to the public as they perform at a live concert. What’s more, on its Chinese site, we noticed there is an online “testing center” for the earphones where you can choose and test the earphones recommended according to your personal preference of music, listening habit and surrounding environments. This can help consumers greatly to choose the best product for themselves. Shure also launches a few advertisements which use the simple way to demonstrate its advanced and complex technology and structure of a product. Such an advertisement can make the consumers know the products better and get more interested.

People can buy Shure's products everywhere: official site, Amazon, the audio stores or even eBay. For those who don’t know about the details, Shure also prepare a search engine to locate the stores and partner distributors where its products are available.