Phala Miller, Ashton Forti, Tanner Bates,

Whitney Allen, Anthony Wojas, and Zach Harris

Group 2
ADVR 3100-003

Summary
This is to build upon our first product introduction. We belong to the company Beats by
music producer Jimmy Lovine and the famous rapper Dr Dre. We are Minds over Matter and our
new product is called Plugs by Beats. Plugs by Beats is a new device to listen to music, which
takes the form of Plugs. Our device is the most discreet headphone created; it works with
wireless and a cell phone app.

3&4. Explain your branding strategy & explain your strategic framework (Ashton Forti,
Anthony Wojas, Phala Miller, and Zach Harris)
Beats is a well-known, luxurious head phone brand that is worn and supported by many
stars. LeBron James and Lil Wayne are some supporters of the brand. LeBron wears his Beats
while warming up for games and in everyday life. Lil Wayne is on many advertisements for
Beats head phones. Beats brand is all about new styles and trends for the active lifestyles of
different music lovers. Many young people strive to own a pair of Beats.
Just like any other brand or product, there are lovers and haters of Beats brand. Someone
will always pick the brand or product apart and find something wrong with it. Many customer
reviews were studied and it was concluded that most consumers love beats headphones and
quality of them. Consumers love the different colors and styles that are offered while feeling
luxurious when wearing them. Customer reviews explain how the sound from the head phones is
so great that it sounds like you are front row in a concert. Beats headphones are known for the
awesome bass sound they produce.
The few negative comments that were studied explained that the band on the headphones
broke and the paint chipped. Those issues are personal care problems; if someone is willing to
pay hundreds of dollars for headphones they should be taken very well care of. There is also the
issue of being too expensive, but that is because Beats is such a high quality brand. Beats targets
the passionate music lovers which are people that will save up if they are too expensive.
Plugs by Beats stands responsible and accountable for the brand. The warranty is for one
year from the date of original purchase. The warranty covers only manufacturer defects.
Customers can return for a full refund as long as it is not a wear and tear issue, theft or loss.
Proof of purchase is required and the items have to be in the original box.
The brand personality of Plugs by Beats expresses sophistication due to the luxuriousness
of the products. The pretentious consumers impress others by showing off the characteristics of
the punk rock individuals. Plugs by Beats convey importance, excitement, respect, and
youthfulness. The brand has consistent and meaningful traits that increase brand equity and can
help inspire the people without Plugs to gauge their ears and become committed to the
innovative product.
While there are quite a few negative reviews about our brand, the larger majority of
problems were caused by user negligence rather than factory error. Because of that, we will not
be using image advertising. To build brand equity, we will be reaching out to an often
overlooked marketthe punk and rock subcultures, as well as the body modification
community.
What economic trend that effects our brand is the increase in counterfeit products, which
cause a decrease in the price value of non- counterfeit products. Also, due to this increase in
cheaper counterfeit products buying habits are focusing more on personal style rather than
quality.



SWOT analysis:
Strengths, Weaknesses, Opportunities and, Threats is a method of analyzing the strategic
context. It identifies strengths and weaknesses internal to an entity, its growth opportunities and
threats that may affect its purpose or prejudice the achievement of its objectives.



Internal
Elements
Strengths Weaknesses
Variety of products
Quality of products
Confusion between the
products
External
Elements
Opportunities Threats
Communication with the
muses
Premiumisation
Developing of urban style
Headphones became fashion
accessories
Number of competitors


Strengths: Diversity & Quality of products
Beats offers a range of very diverse products, but the headphones are still quite similar in
their form, in their design. There are some specifics between the products in the range as some
folding headphones, others with wireless controls. But the main differences are in terms of
quality since some headsets are geared toward professionals (DJs) and others are for amateurs.
The price difference is so significant.


Weaknesses: Confusion between products
On some Internet forums, it is question of what product to choose between the Solo HD
headphones and the Studio. Quality is expected to be higher in the Studio since the price is
higher, but users do not seem to be all in agreement with this idea. Solo HD would therefore as
the Studio? Consumers therefore in principle choose their helmets according to their budget.
Opportunities: Communication with the muses, Premiumisation, Developing of Urban
Style, Fashion Accessory.
Beats success is strongly linked to communication actions in partnership with sports
celebrities and hip hop style. This niche is synonymous with success because inexpensive and
very effective. There is no saturation in these contacts, the address of Dr. Dre and Jimmy Lovine
for being very important book.
This mode of communication is very effective on the target population since the
individuals chosen are benchmarks of competence in music, sport.
Wear the same headphones as Lebron James or Lil 'Wayne is obviously researched and is
synonymous to be on the edge. A millionaire rapper or an athlete who listens to music during his
thousands of hours of training is expected to have the ability to choose performing headphones.
By using of luxury brands such as Swarovski, Beats was right. Limited editions and
deluxe versions provide a picture of undeniable mark. The brand then takes advantage of higher
margins and visibility expands to an easier target, which is not necessarily interested in the image
of young urban. It is also a product differentiation, with an image, a partnership and thus a
different price.
Young people from the hip-hop culture see the Beats headphones as a fashion accessory,
which becomes almost obvious. Thus, whatever the price, the headphones showcase the dress of
youngers who listen rap, electro pop dance. This style is increasingly adopted and made part of
this but not necessarily wanted existing tribal marketing. Today, this culture that expands the
Bears still has a bright future.
Threats: Number of competitors
The Headphones Market has known a big Boom since couple years and the competition
on this market became very hard. Beats brand is placed on a high-end segment, with high
technology. So he meets competitors such as Sennheiser or Bose, which are positioned on the
same price range.

5&6. Write your measurable objectives & explain your strategies (Ashton Forti, and
Phala Miller)
Marketing Objectives- Our mission is to expand Beats brand through targeting a fresh,
innovative audience by launching our new product, Plugs by Beats. Our goal is to reach
35% of the punk rock individuals ages 15-30 and make them aware of Plugs.
The punk rock individuals are a very specific target, so it makes reaching out to them
even more challenging.

Marketing Strategy-
Placement:
Retail Stores

Advertising Objectives- Our mission is to inform 35% of our punk rock individuals about
Beats new product, Plugs by Beats. We will also remind the loyal consumers of Beats
already luxurious brand. We will inform the people that Beats does not already reach out
to, such as punk rock individuals, that there is a new product specifically targeting them.
The goal is to reach the consumers in which are not currently using Beats, and also
persuade Beats loyal customers to try the new innovative product.
Advertising is a very important part to a sales pitch.
Advertising sets the brands personality and strength.
Minds over Matter has to do very specific advertisements and in certain places to achieve
our goal to reach 35% of our target market.
Advertising Strategy-
New Media:
Facebook
YouTube
Twitter
Blogs
Instagram
Traditional Media:
Magazine
Television
Radio
Sponsorship:
Concert
Partnership:
Coupons

DAGMAR Model-
Awareness Through all of our forms of advertisements and word of mouth
Comprehension New product targeting punk/rock individuals
Conviction What is going to make customers need to buy Plugs by Beats instead of just
wanting (NEED vs. WANT)
Action Point of Purchase

Public Relations Strategy-
Green Marketing
Dialogue Maintenance
News Releases
Media Relations
See Events and Sponsorship Section

Creative Brief
Submitted by:
Minds over Matter
Product & brand:
Plugs by Beats
Problem your creative strategy must solve:
To reach an audience that hasnt been met.
Message effects:
To create a desired need based off of an individuals love for music.
Target Audience:
Gender: Male and Female
Age: 15-30 years old
Life Stage: Plugs by beats targets young individuals that are currently in school, or just
entering the working field
Education: Current high school and college students, High school graduates, college
graduates, pre- professional school graduates
Socio-economic status: middle class
Key promise:
Plugs by Beats is committed to giving you the front row experience for your personal
convenience.
Why believe promise:
Beats is a well-known, luxurious head phone brand that is worn and supported by many
stars.
Beats brand is all about new styles and trends for the active lifestyles of different music
lovers.
Many young people strive to own a pair of Beats.
Call to action:
To require more information about Plugs by Beats which then, requires them to make a
purchase.

7. Briefly describe the look, feel and content of your messages (Zach Harris)
Our product lets you get the most out of your music from a mainstream brand, but it does
not require you to sacrifice your individuality. Plugs features pure Beats Audio sound along with
a sleek, avant-garde appearance and wireless capabilities. Our product will be promoted by
spokespersons Chester Bennington (of Linkin Park) and Hayley Williams (of Paramore). With
our larger scale advertisements (i.e. television, social media), we will utilize an appeal to the
value of individuality. For smaller scale advertisements (i.e. posters, flyers, point-of-purchase
advertising) we may use an appeal to humor, playing off of Beats recent tagline, Hear what you
want to hear.
8. Explain the advertising creative strategy/ public relations programming you would
execute (Anthony Wojas, and Whitney Allen)

Traditional Media:

TV Advertisements

TV commercials will be used to advertise our product. We will air our commercial on television
stations such as BET, VH1, MTV, and MTV2 as well as on networks airing shows such as LA
Ink, Ink Masters, and Tattoo Rescue.

TV Advertisements

Pandora will air Ads before playing songs, during and after.
New Media:

We will use the social network, Twitter, Facebook, and Instagram. Advertisements and photos
will be featured on all three of these sites. Also, we will use video-sharing website called
YouTube and the three main blogs punk and rock to promote Plugs by Beats.

Twitter

- Tweets will go live with advertisements and deals multiple times a day; Hashtags
created will aid in our follower count, as well as followers retweeting and
favoring our tweets.

Instagram

- Instagram will also be used to post daily photos of products and such to keep
consumers reminded daily. These photos will be of our product being used by
celebrities, and satisfied customers. Hash tags will also be used on Instagram.
Pictures from the sponsored festivals will also be posted.

Facebook

- Facebook will be used to air advertisements on the sides of the website and
through news feeds.

YouTube

- We have two main ideas with YouTube. The first one is to appear on different YouTube
channels with our logo, the image of the Plugs and our hashtags. We will use four channels.
The first channel is the Beats channel; the second is the Rock channel of YouTube with
1.344.398 subscribers; and the two last are the channel of the group of our muses: Linkin
Park with Chester Bennington and Paramore with Hayley Williams.




- Today, when people go on YouTube to watch videos, they regularly see before each video a
short advertising or story. Consequently, the idea for the second action on YouTube is to
create a short video approximately 30 seconds where our muses talk together about the Plugs
by Beats, and broadcast this promotion before the video that people want to watch.

Blogs

- Similarly to the first idea on YouTube we want appear with our logo, the image of the Plugs
and our hashtags on the main blogs Rock and Punk available on Internet. Indeed our target
audience is Punk and Rock people, so introducing our Plugs in several blogs will be very
useful cheaper and more over this promotion may be trigger a word of mouth around the
plugs.

Three blogs:

http://www.punkrockers.com

http://punkrockgardens.com/

http://www.rocksound.tv/blog



Partnership:

HTC

HTC is the owner of our company Beats Electronics. Consequently
with the last smartphone of HTC the HTC M8, we are going to put in
place a system of coupons. Every purchaser of the HTC M8 will
download online a 30% coupon in order to buy Plugs by Beats. Inside
the HTC M8 box will be a password to enter in our official website and
then purchasers will the download the coupon.





Sponsoring:

Punk and Rock Festival

- The idea is to give information about our product to our specific target. Punk and Rock
festivals we will gather people who belong to our target audience. To promote our Plugs we
will sponsor punk and rock Festivals / Concerts all around the world.

Rock in Rio Festival (South America / Brazil / Rio)
Big out day Festival (Oceania / Australia / Sydney / Melbourne)
Lollapalooza (North America / USA / Chicago)
Festival Rock Werchter (Europe / Belgium / Werchter)
Fuji Rock Festival (Asia/ Japan / Yuzawa)
Hellfest Open Air Festival (Europe / France / Clisson)
Donauinselfest (Europe / Austria / Vienna)
Bonnaroo (North America / USA / Tennessee)

In every festival we are going to engage the same actions, the main goal is to be seen as often as
possible by people.

- First action, customize artists scene with billboards. On these billboards there will be our
logo Beats our hashtags and the image of our Plugs.






- Second action, distribute flyers where there will a description of our plugs, and tee shirts
pencil, key holder and key ring with our logo hashtags (Swag Concept)













- Third action, Beats will provide a station called BeatsRoom where people can come and get
information about our company, products not only the Plugs but also all others products from
Beats (Headphones, earphones, speakers), and where people can also test and buy the
products.







Silent Disco

- Plugs by Beats will be hosting the Silent Disco at Bonnaroo Music Festival. A silent disco is
a concert/ Dj show without speakers, the music is played via our product Plugs by Beats, we
will also provide other beats products for those without gauges ears.
- The festival goes will be given the product to try while at the silent disco then return the
product. The company Silent Events produces the silent disco event at Bonnaroo and this
year Plugs by Beats will pair up with this company and produce the first ever Beats Silent
Disco with Plugs by Beats and other Beats products.

Plug-In Contest

- We are going to launch a contest on Facebook. We will create a page called Plug-In
contest on Facebook asking people to make a short video in order to promote our new
product Plugs by Beats. The main goal is to be original and creative. When people are made
their video, they just post on our page and the three videos that have the most like will win a
meet with one of our muses of their choices during their concert.


Green Marketing:

Be Green Packaging LLC

- Our brand Plugs by Beats will be sponsored by BeGreenPackaging.com. Be Green Packaging
is a company that is the leading designer and distributer in sustainable and compostable
packaging for food service and consumer packaging. We will pair up with this company and
they will design our products environmentally friendly package.



9. Explain how you would objectively measure the results of the campaign from
advertising and public relations (Tanner Bates)
Minds over Matter will measure the impact of Plugs by Beats in a variety of
different ways. Our main goal is to create awareness for Plugs by Beats while measuring the
results of the Minds over Matter campaign. We will measure the awareness of our campaign
through the following advertising events:
Social media networking (Facebook, Twitter, and Instagram)
YouTube
Pandora Radio
A series of eight different music festivals around the world
Be Green packaging partnership with Plugs by Beats
HTC partnership with Plugs by Beats
Social Media Results
Throughout the Plugs by Beats Campaign, the Minds over Matter objective is to create
awareness to our target audience via social media. Through our Facebook page, Minds over
Matter can measure the results of how interested our consumers are by the amount of likes our
page receives, and the number of people that visit the Plugs by Beats page. Twitter will provide
a rapid way of getting our product into the hands of our target audience. Minds over Matter will
incorporate a series of three different hashtags to measure the results of our campaign. Re-tweets,
favorites, use of hashtags, and followers via Twitter will allow Minds over Matter to measure
when, where, and how our product is being portrayed to the target audience. We will use the
same concept on the Plugs by Beats Instagram page. Our results will be measured by how active
our target audience is on the Plugs by Beats social networking sites.
YouTube and Pandora Radio
Plugs by Beats will team up with YouTube and Pandora in order to get our product
launched. Minds over Matter will use advertisements and commercials to play before YouTube
videos and Pandora radio stations begin. Our future consumers will hear and view Plugs by beats
through the YouTube and Pandora commercials. Minds over matter is projecting a 35% target
audience awareness via promotional ads, commercials, and sponsorships. We will measure the
success of our campaign by the number of times our ads are played through YouTube and
Pandora.
Music Festival impacts
Minds over Matter will promote the Plugs by Beats product via music festivals and
activities. We can get a general estimate of target audience members that see our product through
the events. For example, If Minds over Matter has 500,000 target audience members attend the
Plugs by Beats silent Disco at the Bonaroo music festival, then we feel that our target audience
will be reached successfully. Promoting concerts with Plugs by Beats logos will allow our target
audience members to interact with our product for the first time. The attendance records at each
individual concert and festival will give Minds over Matter an estimate of how many people
come into contact with Plugs by Beats.

Plugs by Beats Partnerships
The partnership with Be Green Packaging and HTC will play a pivotal role in measuring
the success of our campaign. Our results will be measured through the individual packaging of
our product, and the coupons redeemed for Plugs by Beats via HTC smartphones. Minds over
Matter will be able to monitor how often our coupons through HTC are being used by our
consumers. Be green Packaging will work with us to ensure that the environment and our
product is safe. This type of partnership will be measured by how much impact our packaging
has on the target audience.
Measuring the success of our campaign will be determined by factors such as return on
investment, share of voice, media impressions and awareness, and behavioral objectives.
Targeting lock punk/rock music events and concerts for promoting Plugs by Beats will be
costly in the introduction stage of the product life cycle, but our return on investment will
surpass the early advertising cost very rapidly. Advertising cost up front such as promotions,
giveaways, coupons, events, etc. will easily be gained back once Plugs by Beats reaches the
product maturity stage.
Since Plugs by Beats is a new innovative product for a very much needed target audience,
there will be no stiff competitors in the introductory stages of the product life cycle. This will
allow our product to gain a large profit in the early stages. Minds over Matter is confident that
our target audience will be reached and the Plugs by Beats campaign will be successful. Prime
examples have been given to show how Minds over Matter will measure the success and
awareness of the Plugs by Beats product.