Competitor Analysis
Bose:
Products:
SoundLink® Color Bluetooth® speaker
SoundLink® Mini Bluetooth® speaker
SoundLink® Bluetooth® speaker III
SoundLink® Bluetooth speaker III – New NFL Collection
Prices:
$129.95
$199.95
$299.95
$349.95
Place:
Car Manufacturers
Government (Defense Department)
Local Distributors
Electronic stores
Specialty stores
Appliance stores
Promotions:
They package their products to make it hard to comparison shop. Consider the Wave Radio again – not quite a boombox, not quite a clock radio; and far more profitable than either
They use celebrity endorsements: Paul Harvey extols their virtues on his popular radio program
Bose creates a story for every product they sell. Simplified illustrations of their speakers show sound wave diagrams that make you feel smart
Their ads are keyed with special codes so they know which ones are producing results
They recycle old ideas. Their Acoustimass products, which can be credited with popularizing subwoofers in the 80’s, are patterned after some obscure designs that were popular in the UK in the 60’s. “If you need a new idea, read an old book.”
Overall Strategy:
Bose produces the most durable and sustainable product; they prove this by selling to the U.S. government defense department and car manufacturers. They want to become the top seller of audio products and they enhance everything from packaging to the final product.
JBL
Products:
Flip 2
JBL Flip
Voyager
JBL Charge Shadow
Spark
On-Beat Rumble
JBL Micro Wireless
Price
99.99
95.95
293.69
149.95
129.95
320.89
39.99
Place:
Local Distributors
Electronic stores
Specialty stores
Appliance stores
Brand stores in each country
Promotions:
- Created over 25 products that sell for less than $165
- They use celebrity endorsements: Maroon 5
-Created longer warranties and replaced products that were defective (not only repairing)
Overall Strategy:
- JBL’s main focus is on selling home
Products:
SoundLink® Color Bluetooth® speaker
SoundLink® Mini Bluetooth® speaker
SoundLink® Bluetooth® speaker III
SoundLink® Bluetooth speaker III – New NFL Collection
Prices:
$129.95
$199.95
$299.95
$349.95
Place:
Car Manufacturers
Government (Defense Department)
Local Distributors
Electronic stores
Specialty stores
Appliance stores
Promotions:
They package their products to make it hard to comparison shop. Consider the Wave Radio again – not quite a boombox, not quite a clock radio; and far more profitable than either
They use celebrity endorsements: Paul Harvey extols their virtues on his popular radio program
Bose creates a story for every product they sell. Simplified illustrations of their speakers show sound wave diagrams that make you feel smart
Their ads are keyed with special codes so they know which ones are producing results
They recycle old ideas. Their Acoustimass products, which can be credited with popularizing subwoofers in the 80’s, are patterned after some obscure designs that were popular in the UK in the 60’s. “If you need a new idea, read an old book.”
Overall Strategy:
Bose produces the most durable and sustainable product; they prove this by selling to the U.S. government defense department and car manufacturers. They want to become the top seller of audio products and they enhance everything from packaging to the final product.
JBL
Products:
Flip 2
JBL Flip
Voyager
JBL Charge Shadow
Spark
On-Beat Rumble
JBL Micro Wireless
Price
99.99
95.95
293.69
149.95
129.95
320.89
39.99
Place:
Local Distributors
Electronic stores
Specialty stores
Appliance stores
Brand stores in each country
Promotions:
- Created over 25 products that sell for less than $165
- They use celebrity endorsements: Maroon 5
-Created longer warranties and replaced products that were defective (not only repairing)
Overall Strategy:
- JBL’s main focus is on selling home