`Logitech Speakers - Ultimate ears

Target audience:

● Speaker for personal use: small gathering with friends

● Music enthusiast, escapist, stager

Product features:

Boom 2

● 360 degree sound

● Water proof (latest tech)
● 13 hour battery

Competitor:

● JBL Flip 5
● Bose soundlink Micro
● Sony XB22

Boom 3:

Bigger and more bass sound compares to boom 2

Competitor:

● JBL Flip 5
● Bose soundlink Micro
● Sony XB22

Upgrade for the product

● Cylindrical
● Acoustic skin made by Schoeller: fabric for outdoor and sport, and
military
● Plasma treatment: Special coating to protect from external factors
● Durability
● Water proof and dust proof: based on the skin I guess
● Ballistic loop: enhance the portability
● Magic button: Play/pause/skip
 ● Battery: Can lasts for up to 20 hours
● Ears app: Can download to apply various features

In the meantime:

● No FB or social media account for the product

● Ultimate Ear doesn't have website in VN and only available on e-
commerce sites
● Is open for any communication channel
● Etail: Tiki, Lazada,
● ICT channel: Phong Vu Mobile, The Gioi Di Dong

→ Want to collaborate with Apple Stores → Have license to co branding with

Apple products

● Future: work with Minh Tuan Mobile, Di Dong Viet

● Focus on Wonder Boom 2 (the most affordable for Vietnam market),
BOOM 2, Wonder Boom

Budget: $25.000 for 1 quarter → 8 months = $75.000

Timeline: 8 months including communication and sale

Introduction:
 Market Overview
● Give a market overview of the portable music industry in Vietnam.
● Also note how the pandemic situation affects the Vietnamese economy as
well as the portable music players, i.e. Bose, JBL, Ultimate Ears, etc etc.

Brand Overview
● Give a brief overview of Ultimate Ears and its brand history.
● Introducing its products in Vietnam.
● Tell what is Ultimate Ears trying to achieve in the Vietnamese market
(Premium brand positioning, etc)

Research Objectives
● Marketing Objectives: Improve UE-Logitech product sales out in the
Vietnam market to reach 200,000 USD of revenue in the next and
upcoming quarter.
● Communication Objectives: Build TOM of Ultimate Ears - Logitech as
the premium brand for Bluetooth speakers.

Research methodology
● Breaking down the methods being used for research and analysis.
Academic sources such as Google scholar, trustworthy newspaper
articles/business links euromonitor brands vietnam etc.. However there
are limitations to these sources as they are generic, secondary not provide
the most updated information
● How could socialheat measure the engagement of customers of UE on
Facebook versus their competitors before and after the pandemic

Findings:

Target audience
Age range: ?

Who are they? How old are they What do they like? Where are they from?
How has covid affected the way they listen to music/lifestyle changes going to
the gym more and for how long? When did their trend pick?

● Speaker for personal use: small gathering with friends

● Music enthusiast, escapist, stager

Competitors analysis

● Give insights about TA and competitors, as well as its association with

other brands.
○ I.e. JBL is under Harman Kardon. Which is under Samsung. JBL
also has automotive speaker products for high end cars from
Toyota.
○ Bose is widely adopted by many celebrities in their MVs. Ciara -
Level Up, which helps brand recognition.
● New secondary research - redefine new type of TA, what should be
narrowed down to. (People who goes to gym, cares for their health due to
the post-coronavirus)
● Tackle on popular social media platform that Vietnam uses and why its
applicable to this particular project
● New ‘big idea’ for the Brand - Instead of just another portable speaker
brand, it becomes a Lifestyle premium brand. Health is the new luxury
due to covid.
● Key message

Target audience customer preferences

Using euromonitor blog to find trends why people buy professional speakers,
https://blog.euromonitor.com/understanding-consumers-preferences-portable-
wireless-speakers/
Media consumption

What is the most popular channel for people to find out about portable bluetooth
wireless speakers in Vietnam? - Kenh14, Tainghe.com.vn, Cell phone S etc..
Time spent on these channels to accurately target

Customer perceptions analyzed using social monitoring tools

Use google trends to analyze keywords about Covid and gyms, social heat to
monitor and compare UE with competitors and

Insights + Recommendation and Conclusion:

● How Ultimate Ears should associate with gyms and lifestyle products -
Adidas, Nike, etc to become a premium brand. → Differentiate compared
with other 3 brands.
○ Choose specifically which platform to use for promotion
○ What sort of PR strategy?
■ Video
■ Pictures
■ Etc.
○ Partners for promotions
○ Seasonal promotions and strategy