From the start Monster Cable Product, Inc. has been a production orientated company. Although their product haven't always been the most affordable for the average consumer, they set the standard for quality in consumer devices. The competitive advantage is in the products. They were the first to deliver high quality sound to consumer by creating superior audio cable and have continue this trend with the creation of the new line of audio ware called Beats by Dr. Dre.
First introduce in 2008, this line headphones and earbuds become hugely popular among young consumer for it sleek style. Marketing for this product become easier with the endorsement of Dr. Dre whom is extremely popular and highly regarded in the music industry. The union of the Monster and Dre was genius since most young consumers may not know the history of Monster product. Young consumer will respect the endorsement from a perfectionist like Dre considered by many as the Qunicy Jones of his generation.
Monster continues this trend by making of earbuds called Beats by Dre Artist series. The series features designs from four major pop icons of today Sean "Diddy" Combs, Lady Gaga, Lebron James and Justin Bieber. Pairing celebrities with Beats products is strategically a great idea. Monster is able to keep its brand alive with endorsements from current celebrities. Even if a competitor is able to copy Monster signature sound, They may have a hard time appealing to the markets major consumers.
Links to product:
http://beatsbydre.com/products/showproducts.aspx?startBanner=1
http://beatsbydre.com/products/showproducts.aspx?startBanner=2
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