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Integrated Marketing Communications Assignment One:
Brand Background and Analysis:
The Marketplace Overview:
Overview of the Industry and the Category:
The company ‘Sound and Image’ compete in the sound industry, specifically in the speakers category.
Trend analysis:
The sound industry is currently booming, reflecting the fact that technology is the most prevalent category in which consumers spend their disposable income. Specific to the speaker category, an improvement in technology has resulted in a competitive market, where product quality is the focus of many competing companies. Customer perceptions and preferences are heavily shaping the market category, explained in greater depth throughout later sections of the analysis.
Competition Analysis:
Primary Competition
Bose:
Bose is a technologically advanced, high end of the market brand, targeting the same consumer groups as Anthony Gallo. Bose are the market leader in sales, primarily because of the exposure of the brand, achieved through mass-media ads, TV, radio, magazines and schemes such as its inclusion in all new Mazda cars. Whilst the consumer perception of the brand is irrefutably positive and strong, many technologically savvy critics consider the brand inferior to many of its competitors in quality. In terms of brand positioning, the consumers less technologically educated and reluctant to conduct thorough research during a purchase process would consider Bose a premium brand; one of high price and quality. Consumers in this category are often looking for the most readily available brand they have recognition of, and that requires minimal installation efforts. Those opposed to Bose products however, perceive them to be of high price, but unequivocal quality.
Bose have a loyal fan base, largely due to the fact that many of the Bose...
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