philips headphones: getting to know a consumer
TRANSCRIPT
Music lovers can be categorized into the following segments:
Source: http://www.afaqs.com/news/story/41371_Presentation:-Decoding-the-Indian-Music-Consumer
•INDIFFERENTS: They are the biggest group of music lovers. Music doesn’t play a significant role.They tend not to be up-to-date on the latest artists, prefering to listen to the music that they grew up with.
•CASUALS: Music plays an important functional role.They use music
as a background to driving, working out, studying, socializing,etc.
•ENTHUSIASTS: They are keen to discover new music, but rarely venture too far off the beaten path to find it.They usually have a
diverse range of interests and like to be plugged into several passion fields at once, rather than wholly committed to just music.
•FANATICS: Everything in the Fanatic’s life seems to be tied up with a
deep seated passion for music.They tend to be the heaviest consumers of music and spend more time and money in comparison
to the Enthusiasts.
Purchase influencers
•Price •Sound quality
•Headphone type •Wearing comfort
•Brand
Source: http://business.mapsofindia.com/top-brands-india/headphones.html
Buying motives
When a customer wants to acquire headphone, rational and emotional motives often overlap
Rational buying motives
•Economy of purchase •Economy of use •Efficient profits
•Durability •Accurate performance
•Time-saving •Simple construction
•Ease of repair and installation •Low maintenance
Source: http://brandsaudit.wordpress.com/consumer-insight/#
Emotional buying motives
•Pride of appearance •Pride of ownership
•Desire for recognition •Desire to imitate •Desire for variety
•Safety •Fear
•Desire to be unique
Source: http://brandsaudit.wordpress.com/consumer-insight/#
Key learning
•The headphone industry is booming at a very fast rate
•Competition between brands going fiercer and fiercer leading to more product launches and innovations
•Currently ,consumers are opting for slimmed down and trendy
headphones with high resolution music
•The frequency of purchase is infrequent
•The technical complexity of headphones can be high, especially for first time buyers or people who are not use to using high-tech items
What do we want to achieve?
Increment in sales & improving the brand image
Who are we talking to?
Music lovers-Both male & female(18-24 years) Section A & B from Urban areas
Who do we want them to do?
To explore the range of Philips headphones
Where shall we talk to them?
On relevant social and digital platforms and through on ground activations
What can we offer them as reward?
Extraordinary auditory experience
The Insight
•Headphones have gradually become a lifestyle product
•Sustainability is a key factor
•Consumers nowadays are opting for portable headphones which can be easily carried while travelling
•Consumers nowadays prefer buying headphones online as they get a variety
of range and can easily compare among them
Mandatory(ies):
•Sound quality cannot be overlooked
•Comfort & packaging is also a determining factor