This is an individual assignment, undergrad course work presentation completed for Marketing Management.

1. Marketing Campaign
• Revolutionize Personal Listening Experience.
• Convenient, versatile listening choice.
• Greater freedom and comfort while still engaged
with your surroundings.
• Fashionable, secure alternatives with outstanding
sound quality.

2. Product
Market Segmentation
• Geographically - Eastern Seaboard States.
• Demographically - Income $45,000 to $150,000.
Discrete/multi-user and Tranquil Escape Listeners
• Psychographically - Innovators and Achievers.

3. Product
Description - Bose® POD®
Transmitter/Player
• Connection for any MP3 player.
• Function as stand-alone MP3 player.
• Bluetooth wireless connectivity.
• Completely waterproof/shockproof.
• Upgradable Memory Storage.

4. Product
Description - Bose® STUD® Speakers
• Wireless connectivity to POD® Transmitter.
• Bose® Ceramic Magnet and Base Resonator
Technology for outstanding sound transformation.
• Optional fashion plugs or finishes for added style.
• Completely waterproof/shockproof.

5. Place
Distribution
• The Bose® image brand is a specialty item.
• Selective distribution via Level 0 & 1 channels.
• Level 0 (via internet sales and Bose® retail
outlets).
• Level 1 (via retailers Best Buy and Sears).
• Level 1 channel will maintain inventory with our
warehouses maintaining supply for their orders.

6. Price
Objective and Strategy
• Product-Quality Leadership Position
• Initial pricing in top 15% of market offerings.
• Price Buyers - Base Model with no upgrades.
• Value Buyers - Purchase add-ons/upgrades.
• Loyal Buyers - Discounts/free add-ons for initial sale.
• All Buyers - Discounts for multiple units initial sale.

7. Price
Costs and Markup Chain
.
Total Fixed Costs $565,000.00 T OTAL U NI T C OS T
Projected Unit Sales 45,000 68.44 + (565,000.00 / 45,000) = 68.44 + 12.56 = $8 1. 0 0
Variable Costs per Unit $68.44 DE SI RE D PRO FI T M ARGI N 13%
81.00 / 1 – 0.13 = $9 3. 11
BEQ
565,000.00 / 93.11 – 68.44 = 20, 26 8 uni ts
Producer Re taile r
Cost = $81.00 (87%) Cost = $93.11 (65%)
Markup = $12.11 (13%) Markup = $50.14 (35%)
Wholesale Price = $93.11 (100%) Retail Price = $143.25 (100%)

8. Price
Competitor Pricing
• Sennheiser MX W1 Ear-bud ………………………$369.95
(speakers and wireless transmitter – no player adapter)
• Motorola Motorokr S9 Wireless Earphone ….…….$59.99
(speakers only)
• Sony DRBT 140Q Wireless Headset …………….$159.43
(speakers, transmitter and adapter included)
• Bose® mobile in-ear Headset…………………….$129.95
(wired speakers only)

9. Price
Final Pricing
• Base Model …………………………………………$144.95
• Memory Upgrade 8GB ………………………………$29.95
• Fashion Plugs ………………………………………..$34.95
• 24 kt. Gold Plated ……………………………………$39.95
• Sterling Silver Plated ………………………………..$15.95

10. Promotion
Communications Program
• Printed Media - Direct Mailings and Flyers.
• TV and Radio Advertising.
• Magazine publications and catalogs.

11. Promotion
Grand Idea
SpaceSTUDS
• Astronauts will be given Bose® POD® with STUD® Speakers system.
• Integrated into NASA communications also.
• Watch video from website showing the astronauts working, exercising,
and relaxing in space with their POD® systems.
• Include TV and Radio advertisements about the joint effort.
• Promote the penetration into non-retail markets.