I.

BRAND AWARENESS DATA

TOP-OF-MIND

BRANDS % Base with this Awareness

FM OM Unaided Aided Total
Altec Lansing 30 31 61 13 74
Bose 35 38 73 7 80
Creative 7 47 54 14 68
Logitech 9 26 35 26 61
JBL 9 26 35 26 61

Others 16 32 48 33 81

The results of our survey indicate that Bose is the brand that is on top of the mind of our

respondents when they were asked about Multimedia Speakers. While for other mentioned

brands Creative is on top with 47 of the consumers base. The overall brand awareness indicates

that Bose and Altec Lansing are the two most recognizable brands with 80 and 74 respectively.

Other brands such as Logitech are even with a total of 61. While there were only 5 brands

mentioned in the survey, there were also some brands that were not included in the survey were

the first brand that came to people’s mind. The other brands that were recognized by the

respondents without being aided were Sony, JVC, and Ganzklar.

SOURCE OF BRAND AWARENESS

Now for the Source of Brand Awareness most of our respondents have been aware of Multimedia

Speakers through Magazines with 62%. Hence, through this information, we gained the fact that

Magazines are the best marketing channels that we have. Marketing through magazine is a good

option for our product since it is relatively cheaper than having ads on television which is quite

expensive. Our next option for marketing channels would be through the recommendation of

Friends or Relatives, which covers 45% of the total marketing channel that consumers avail of.

However, in order to have positive recommendations from the friends or relatives of our

potential customers we would have to make our product known to people so that they would buy

our product. Not only do we have to make our product known to people we must also create a

good experience for those who would buy our product. If our product would fail to meet the

expectations or needs of our customers then it is not likely that they would recommend our

product to others.

ADVERTISING AWARENESS
From this data we have learned that Bose is the brand that has the most advertisements or the

advertisements that people could recall for the past six months or so. Bose is then followed by

Altec Lansing with 30% and Creative with 15%. The results also show why Bose and Altec

Lansing are the top 2 brands in terms of top-of-mind. Our group also conducted various

researches about how the Multimedia Speaker makers do their advertisements and we have

noticed that indeed the medium that most companies use is through print. The reason behind

these could probably come to the fact that Multimedia speakers are products that are not

considered as basic necessities. Unlike other consumer products such as food, toothpaste,

shampoo which people would find impossible to live without. Given this situation we would be

more prudent in making decisions concerning our advertisements. We should have the right

advertisements so that we would effectively bring our product to the minds of our potential

customers.
 II. PRODUCT USAGE DATA

MARKET PENETRATION

Do you use Speakers or not?

Valid
Frequency Percent Percent Cumulative Percent
Valid Yes 100 100.0 100.0 100.0

From the given data our respondents show a 100% frequency of owning and using Multimedia

Speakers. This goes to show that Multimedia Speakers is a necessary gadget nowadays

especially now wherein the lives of people are more and more digitally connected. Hence, there

exists an opportunity to sell a portable egg speaker to our target market which are people who are

in constant need of speakers such as Tech Savy people, Gen Xer’s and Yer’s, PSP Users, Mobile

PC users, MP3 player users.

FORMS AND VARIANTS

Types of Speakers used

This data shows that our respondents use PC speakers followed by Home Theater. Our target

market which are Tech Savy people, Gen Xer’s and Yer’s, PSP Users, Mobile PC users, MP3

player users fall into the PC, Dock (Mp3 Player Speakers) and PSP market. Now combining the

PC, Dock (Mp3 Player Speakers) and PSP market we now have a total of 75% potential market.

From the data that we gathered, Multimedia Speakers have an average life span of 2 to 3 years.

Since most of our respondents will likely change speakers every 2 to 3 years then we have an

opportunity to sell our product every 2 years. Furthermore, this data can help our product for

future references such as research and development since our product deals with style and

technology. And since we are in the technology business we also have various threats emerging

especially now that it is so easy to produce copies or better products with the help of technology.

We have to adapt to the constant changes in technology because eventually if our product clicks
in the market we would attract competitors who would also want to venture in the Multimedia

Speaker industry.

The data shows that most of our respondents use their Speakers when watching movies and

listening to music. The results of the survey gave us an idea how we should position our egg

speakers to our potential customers on how they use it. Since most of our respondents use their

speakers when they are watching movies or listening to music then they are expecting a speaker

that has good quality sound. There are a lot of possible definitions for good quality sound. So our

product would focus more on providing a powerful bass in a portable device that could fit in

pocket and be brought anywhere. Aside from having a powerful bass our product is also

rechargeable just plug it in any usb hub after it charges then it’s good to go and it is affordable.
We would use these features not only to position our product but also as a competitive edge

against other portable Multimedia Speakers.

PRODUCT RECYLCLING OPPORTUNITY

Aside from our target market we also asked our respondents other users of Speakers in their

household. This is to determine if there are other potential markets aside from our respondents.

The results show that we could have potential markets from the siblings of our respondents. Our

respondents were mostly teenagers to young adults with jobs so it is likely that the siblings of our

respondents belong to the Gen Xer’s and Gen Yer’s. Our product could be used by anyone even

those who belong to the Baby Boomers could use our product so it is also likely that the parents

of our respondents could be potential customers. However, considering that most of the parents

of our respondents are 50 years old and above, the opportunities are not as high as the

opportunities for the younger generation markets.

BRAND LOYALTY / BRAND SWITCHING / MARKET SHARE

Brand Last Used

Most of our respondents last used Bose followed by Creative, Altec Lansing, JBL and Logitech.

The data shows that indeed Bose is not only the most recognizable brand but it is also the brand

that our respondents has tried and used in the past. Leaning how often our potential customers

switch brands or how loyal they are to their preferred brands will give us the opportunity to

know what makes them stay with their preferred brand. Not only would we know what makes

them stick to their preferred brand we would also know what made them switch. By knowing

what made them switch brands we could use this as a guide to have a better position or our

product.
 Brand Used Previous to the Last One

Now for the Brand used previous to the last Bose is still the brand that most of our respondents

used after their last one. This data shows the strength of Bose. Bose has definitely developed a

strong brand loyalty. Knowing that Bose has a strong brand loyalty it would be good not to

compete with them head on. We should develop a strategy wherein we would gradually take a

portion of the market of other weaker brands such as Logitech and JBL. Logitech used to have

9% in the market but they went down with just 7% for the brand last used. JBL used to have 12%

in the market now they are down by 1% with 11%. Now for us to take a chunk of the weaker

brands market we should take into consideration what made their customers switch to another

brand.
 Brand Used Most Often

Brands Previously used Currently used

Brand Brand
Altec Lansing 21 17
Bose 31 35
Creative 40 24
Logitech 8 6
JBL 12 12
Others 13 13
 Brands Previous RSOM Current RSOM
Altec Lansing .68 .49
Bose 1.29 1.67
Creative .77 .6
Logitech .26 .17
JBL .39 .34
Others .42 .37

The data on Brand used most often indicates that Bose got stronger and still the most preferred

brand. The Multimedia Speaker industry is clearly dominated by Bose. However its rivals are

still getting weaker particularly JBL and Logitech. Given this results we see that we would have

an easier time getting a chunk of the weaker brands’ market. Creative on the other hand is still

the second most preferred brand followed by Altec Lansing. Altec Lansing lost a considerable

amount of its market to Bose as shown in the data where Altec Lansing is down to 16% from

19%. Creative on the other hand is still stuck at 22%. The data is further supported with the

results of the RSOM. As shown in the table above.

The results of the Market Share indicate that Bose in the Leading brand followed by Creative,

Altec Lansing, with JBL and Logitech tied at 7% apiece. Bose is clearly the toughest brand to

compete against for it has a commanding 41% market share. Aside from dominating the market it

is evident that Bose got stronger and stronger as time goes by. Other brands such as Creative and

Altec Lansing are the closest brand however it is evident that they need to do something in order

to stay competitive. With the results of the data, it is clear that we should not compete head on

against Bose. We should position our product far from Bose as much as possible and we should

develop some strategies in order to compete with the other brands especially the weaker brands.

In this way we would avoid an immediate collision in an industry dominated by one brand.

III. PURCHASE DATA

MARKET DEVELOPMENT

Place where Multimedia Speaker was last bought

The data indicates that our respondents last bought speakers from Computer shops. However

there is little difference between buying in Computer shops and Buying from an appliance Store

as 43% of our respondents said that they last bought speakers from Appliance Stores. And only

13% said they bought their speakers from Department Stores. Now from this data we gained the

knowledge that we should put our product for sale in either Computer Shops or Appliance Stores

and that we should not put it on sale in Department Stores. We should consider factors such as

the visibility of our product and the rates for having a space where we could put our product for

sale.
 Place where Multimedia Speaker is bought most often

From this data we could see that our respondents purchases speakers from Computer Shops. So

now we know that selling our product in Computer Shops is our best option. However, we

should also consider of the rates for consignment in Computer Shops. Our product is meant to be

affordable but if we are going to sell at Computer Shops we should still be able to sell our

product at an affordable price. If consignment would result to higher prices then we should also

consider having our own stall where we could sell our product.
 IV. PRODUCT / BRAND IMAGE DATA

IMPORTANCE RATING OF PRODUCT ATTRIBUTES

It is clear from this data that most of our respondents are looking for Multimedia Speakers that

have Long Lasting Life and is followed by a Loud Bass and Reasonable Price. Now one of our

supposed competitive advantage which is compact size only has 10%. Since our respondents do

not give that much importance to compact size we should focus more on the distinct feature of

our product which is Loud Bass. Although our speaker is small it is equipped with a powerful

bass that will make users wonder where all that power comes from. Furthermore, our

respondents consider having a reasonable price as important in buying Multimedia speakers.

Given the current economic situation nowadays people would want to make wise decisions on

things that they purchase. So by offering an affordable price we could maintain our edge against

the other brands which are more expensive. The table below gives the tally for each product
attribute. We could also be looking at the Energy saving feature of our product. Our product is

only 2.2 watts and it consumes less energy those other portable speakers which require an

electrical plug for it to function.

Product Attributes 4 - EI 3 - QI 2 - LI 1 – NI
Loud Bass 61 31 7 1
Long Lasting Product Life 83 14 2 1
Sleek Design 42 33 24 1
Energy Efficient 57 26 13 4
Reasonable Price 64 24 11 1
Colors Available 28 31 31 13
Compact Size 35 33 22 10

SW ANALYSIS OF PRODUCTS
The results show that Bose has the highest average on each product attribute with an average of 5

on each attribute except sleek design. Also, the results show why Bose is the best brand because

of its high ratings on each product attribute. Now Bose is followed by Creative with an average

of 4 on each product attribute followed by Altec Lansing, JBL and Logitech. In the case of Altec

Lansing their decline in the Market could be explained by their poor ratings in each product

attribute. The same can be said on Logitech which has low ratings on each product attribute. In

the case of JBL not only does it have low ratings on the product attributes JBL’s speakers are

quite expensive. That could explain the low market share of JBL, which is poor performance and

unreasonable prices. Now who would want to pay more without getting their money’s worth?