Group assignment mkt101 topic bone conduction headphones

Group 3-BA1702 Group Assignment- MKT101 SU22
Marketing Principles (MKT101)

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FPT UNIVERSITY- CAMPUS CAN THO


Group Assignment [MKT101]

TOPIC: Bone conduction headphones

Name of group member

Contribution (%)

1.Nguyen Ngoc Hoang Kim

100%

2. Vo Lieu Tuyet Nhi

100%

3. Le Nhu Ngoc

100%

4.Ngo Nguyen Nhu Y

70%

5. Phan Phuong Thao

50%

Can Tho, 07/2022

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Table of Contents
INTRODUCTION..................................................................................................... 2

I.
II.

ANALYSIS.............................................................................................................. 2

1.

Overview of Apple company:............................................................................. 2

2.

Product status: (Product mix).............................................................................3

3.

Market and target customers:...........................................................................3

4.

Description of the company's competitors:.......................................................4

5.

Proposed new product launch plan:..................................................................9

6.

Targeted customer:...........................................................................................10

7.

Communication messages and content:..........................................................10

8.

Promotional demo:............................................................................................11

9.

Total budget of the plan:...................................................................................11

III.

CONCLUSION:................................................................................................... 12

IV.

REFERENCES:................................................................................................... 12

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TOPIC: PROPOSE A NEW PRODUCT TO A REAL BUSINESS AND PROPOSE A
PLAN TO LAUNCH THIS NEW PRODUCT
Content structure Guideline:
I. INTRODUCTION
II.

METHOD AND CONCEPTUAL FRAMEWORK

− Interview or questionnaire using to collection data (if used)
− The theoretical framework your group uses to analyze
III. ANALYSIS RESULTS
− Overview about the Company
− Analyze the current status of the company's products in the market
− Target market and customer? Identify the need of target markets & customers for
the company?
− Suggest new products, value of benefits? The brand positioning, brand value and

the positioning statement of the new product.
− Description the competitors of the company (Strengths and weaknesses of
competitors)
− Propose a plan to launch this new product:
 Objective of your marketing plan (revenue, growth, market share, brand
awareness,...)
 Target audience (Who is the target audience of your marketing plan and
describe the characteristics target audience?)
 The communication message and content (programs, activities, content, tool,
what/ where/ when/ how…. , e.g. Design media publications communication;
Catalogue/ Banner/ TVC/ Fanpage,…)
 Design a demo TVC advertising/ PR campaign/ Sale promotion / Direct
Marketing / Sale program / Digital marketing,…)
 Total budget of the plan
 How to get feedback result
(Note: Specific programs/activities: what, where, when, how, duration of very
program/activities, budget,…)
IV. CONCLUSION
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V.

REFERENCES

− Books
− Websites
Note: Submit group assignment (word and power point) and presentations at Slot 27!
1. Font: Times New Roman; size: 13
2. Paragraph: Before: 6 pt; After: 0 pt; Line spacing: Multiple; At: 1.2
3. Name the file according to the regulations: Group ASM_[Group name]_MKT101
(e.g.: Group ASM_G1_MKT101)

I.

INTRODUCTION

While bone conduction sounds futuristic and a bit intimidating, it's actually a practical
and comfortable alternative to earbuds or over-ear headphones.
By moving sound vibrations into the cheekbones, bone conduction headphones help your
ears open up and be able to hear what's going on around you. Now you can add
background music to your life without losing it.
II.

ANALYSIS

1. Overview of Apple company:

With inventions that have transformed how people use computers and mobile devices, the
Apple Company has left an enduring impression on the global scene. Apple is the most
prosperous business in the technology sector, with a stock price of over $530.
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With the advent of the personal computer, Apple, which was founded in 1976, began to
have an impact on common people. The use of personal computers has transformed
technology. Personal computers are made to be easy to use and intuitive. Despite fierce
competition from other businesses, Apple was unable to significantly increase its market
share.
In turn, this led to the creation of a product that is now widely used in modern life, from
the workplace to the home (Sanderson 1). Names like iPod, iPhone, and iPad are wellknown examples of products made by Apple.
2. Product status: (Product mix)
This element of the marketing mix determines the outcomes of the online services and
technology business. Apple's product mix includes goods and services related to or
classified as information technology.
The first four items on the list above are merchandise that shows how Apple's marketing
applies to the consumer electronics market. The Mac product line includes desktop and
laptop computers in a variety of sizes and specifications for different market segments.
iPhones, iPads, and other goods such as wearable devices (e.g. Apple Watch) are devices
that work together with other products in the product mix. The rest of the product mix, on
the other hand, shows that the technology company's 4Ps also apply to the services
market. The company's advertising services are mainly located in the App Store.
AppleCare provides technical support and limited warranties on purchases of the
company's consumer electronic products. As for Cloud Services, iCloud is available as
online storage specifically designed for products like MacBooks and iPhones, although
non-Apple devices can also access the online service. Product Lines of Digital Content
(e.g., digital music, videos, eBooks, and mobile apps) and Payment Services (e.g. Apple
Pay) easily accessible through various consumer electronics. Such intersections of goods

and services in the marketing mix create an ecosystem that makes these products more
attractive, thus supporting Apple's overall strategy of competitive advantage and strategy.
intensive growth strategy. These product lines involve the use of human resources and
business processes associated with product-based divisions, a feature of Apple's corporate
structure. In addition, this marketing mix reflects the growth of Apple Inc. from a
computer technology business to an increasingly diversified business with strategic
management focused on information technology.
3. Market and target customers:

The main target market for Apple products consists of middle and upper income
consumers who are able and willing to pay a higher amount after being enticed by
the user experience. better. For example, a normal PC costs about $350 while a

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MacBook will set the buyer back $900. If the customer has a higher disposable
income, a high-priced item won't be a problem for them.
In addition, Apple targets media, music, and design professionals who have
specialized software for their work. Such people include music producers using
logic studios or motion picture directors using the ultimate cut studio collection.
Other targets include entrepreneurs who are intrigued by Apple products such as
iPads, iPhones and MacBooks. Every item here has a useful business quality like
enhancing communication with customers. In addition, catechism classes and

students in higher education institutions use iPhones, iPads, and MacBooks to take
notes. The considerable weight of the device makes it convenient to carry from
place to place.
4. Description of the company's competitors:
Many significant inventions were created a few centuries ago during a period of fast
scientific advancement. There are several examples of scientists who conducted
independent research but were given a combined patent because their work was published
at the same time. Similar circumstances apply to headphones because several people had
the same idea to develop them but none filed a patent, making it difficult for historians to
determine who invented the first headset.
Numerous pieces of material supporting various theories regarding the genesis of
headphones have been reported in Western technology-related newspapers. According to
a page, John C. Koss, the creator of the renowned headphone company of the same name,
created the first headset in 1958.
However, there is also information available regarding the DT48, a 1937 design by Eugen
Beyer's Beyerdynamic GmbH. Eugen Beyer referred to them as "dynamic telephones" at
the time (Dynamic Telephone - DT 48). They weren't made into the first high-end
headphones in the world by Beyerdynamic until the 1950s.
Stereo and headphones were married in the 1950s. Although the stereo format was
created in the 1930s of the previous century, it wasn't until the middle of the 1950s that
vinyl records began to use it (LP- long play records). John Koss was the first to introduce
the stereo standard to headphones in 1958 so that listeners might experience more vivid,
authentic, and clear sound. In terms of headphone manufacturing technology, this is a true
turning point. Since then, this gadget has started to show up in homes and studios.
Headphone sound quality of this period certainly couldn't be compared to today, but it
was a huge leap in quality.

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Boss headphones were superseded by earbuds as headphone manufacturing technology
advanced over the years (in-ears). This style soundproofers the listener's surroundings
while providing excellent sound quality.
The age of wireless headphones began in the year 2000.
On commercial headphones, wireless signal transmission technology is used. Bluetooth is
one of the standards that is most widely used. Digital audio and data can be transmitted
using open-standard wireless personal area network technologies. On mobile devices,
Bluetooth can be used to connect wirelessly to headsets or in car audio systems to enable
hands-free operation while driving.
The headphone has evolved into a little instrument that incorporates cutting-edge
technology advances during the course of its growth. In order to provide the most
authentic sound, high-end headphones work to eliminate distortion in the connection
between them and the source device in addition to eliminating noise and background
noise around the listener.
Nowadays most people can easily buy headphones from different brands, headsets have
become more and more advanced with many outstanding features as well as other
luxurious shapes, brands of All electronics will have products about headphones to
provide like markets like Apple, Samsung,...A headset will bring a lot of benefits to life
in all aspects. Until now, headphones are used by inserting into the ear canal so that
sound can be transmitted to the tympanic membrane. But besides the benefits that
headphones bring, there will also be great harms that always go along with it.

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Loss of hearing:
The nerve cells in the cochlea work too hard when headphones are worn frequently,
leading to hearing loss or possibly deafness. If you are constantly exposed to noises with
an intensity of 85 to 90 dB for longer than two hours, it can lead to hearing loss that lasts
for one to two years. At the moment, ear-worn music players may produce sounds with a
maximum open level of up to 120 dB, which puts a lot of pressure on nerve cells. Your
headphones create electromagnetic radiation that harms the brain when you wear them.
Both mice and plants have been used to show this. Radiation waves have an adverse
effect on rats, causing brain damage. More hazardous is the fact that it takes the patient
several years to know they have lost their hearing because they do not immediately feel
it. Hearing loss develops silently, and by the time a patient realises that his or her ears
aren't functioning properly, it's too late. The brain will be active while you sleep if you
use headphones to unwind before going to bed and then neglect to take them off. You'll
feel anxious, worn out, groggy, lose attention, and more the following day.
Otitis media of the ear:

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Too much or too long use of the headset will force dirt into the ear canal or, if the ear
canal is injured, will allow germs to enter your ear canal and spread there. The earbuds
will turn into a bacterial haven if there is damp slime in the ear.
Bacteria are spread from one ear to another when you share your headphones with friends
or family. If you already have an ear infection, this behaviour aggravates the illness and
makes the ear even more itchy.
Through the above-mentioned ear diseases, we think that the benefits of headphones will
of course be very great for everyone, but with the current demand for headphones, how
can it be improved? can improve ear diseases but can still use headphones anytime,
anywhere?
That's why we created an upgraded version of the headset, which is a bone conduction
headset based on hearing aid functions.In fact, this product is already on the market, but
until now, not many people really know and use it, and these products are not really
perfect and reveal all the features of this product. it. So we decided to do this project for
the Apple company - a name that most people already know. We did not choose to create
a product that is not yet on the market at all because there will be a lot of holes in the new
product and a lot of testing is required.
We will first come to the basic definition of "bone conduction headphones". Bone
conduction headphones are headphones that are placed right on the listener's cheekbones.
Instead of locating the eardrum for sound waves to travel through the air, boneconduction headphones vibrate through the jawbone, bypassing the middle ear. The
technology has its roots in hearing aids and dates back to the 1920s, when Hugo
Gernsback created the osophone - a bone conduction hearing aid.
How does this headset work?
Through constant bone vibration, headphones transmit sound waves through the listener's
skull. More specifically, sound does not pass via the eardrum, malleus, incus (small bones
in the middle ear), or stapes but rather passes directly through the skull and into the
cochlea (stapes in the middle ear). Microscopic hairs (stereocilia) in the Corti then move
as a result of the cochlea (a part of Cochlea - a component of the inner ear involved with

hearing).
The auditory nerve is stimulated by a series of chemical events that are set off by this
flow of motion. The brain receives an impulse from the auditory nerve, interprets it as
sound, and then sends it back to the auditory nerve.
This procedure also explains why your voice seems to be deeper than other people's. I
would be startled to hear my voice recorded as being more "shrill" than I anticipated
because bones transmit low-frequency sounds better than high-frequency sounds

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Because traditional headphones transmit sound waves directly into the ear canal, bone
conduction sounds different from traditional headphones. In either scenario, the majority
of us are essentially affected by the eardrum and other supporting processes. However,
anyone with hearing loss should consider bone conduction headphones.
Bone-conduction headphones are forced on both sides of the jaw thanks to the rubber
support, as opposed to conventional headphones that are linked to the sides of the ears.
The headset is also equipped with moisture-proof and waterproof functions to limit the
effects of sweat or rain.
Features of this headset:
Because of Apple's production, this headset will have the same basic features as an airpod
such as connecting to the Siri virtual assistant or noise cancellation, in addition, it can
also notify when someone calls no look at the phone.
In addition, anti-vibration technology will be applied to limit the tickling sensations of

the headset when playing music. Technically, bone-conduction headphones have the same
way of working as regular headphones, except that it does not transmit vibrations through
the diaphragm, but directly to the wearer's jawbone. Bluetooth 5.0 wireless connection up
to 10 meters away.
The basic construction of the headphones provides deep, rich bass, precise mid-range,
and clear, crisp high-frequency extension so every note can be heard. A unique dual
neodymium ring magnet motor allows to maintain total harmonic distortion below 1%
over the entire audio range, even at maximum volume. 1 Powered by the H1 chip, custom
sound design and advanced software, using computational audio to deliver the highest
quality listening experience possible. Using each of the chip's 10 audio cores - capable of
9 billion operations per second - computational audio delivers groundbreaking listening
experiences including Adaptive EQ, Active Noise Cancellation, clear mode transparency
and spatial sound. One-touch setup followed by automatic pairing with all devices signed
in to a user's iCloud account, including iPhone, iPad, iPod touch, Mac, Apple Watch, and
Apple TV.
The benefits of headphones:
Of course, this headset will bring quite good sound quality to the user. Because there is
no need to put in the ear, when using this headset, the user can simultaneously hear the
real sound in the environment, this will help the user both listen to music and recognize
the sounds in real life.
With an open-ear structure, this headset will create a comfortable feeling for the user for
a long time because it will not cause ear pain or entanglement. Bone conduction
headphones will help users avoid unfortunate ear diseases. These bone conduction
headphones can also help people with hearing loss hear the sounds they love.
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Brand affirmation:
Because so far Apple has not had a new product line like this product, so it is possible to
attract consumers. According to predictions, with bone conduction headphones, Apple
will probably get more branding. Apple has long been regarded as the brand that
influences consumers the most. Following an investigation of the opinions of 13,000 US
customers on 228 brands, the findings were made public. With a huge position in the
market, Apple will not have too many difficulties when launching this product.
In addition to brands like Lenovo or Microsoft, apple also has a formidable competitor
that is Samsung.
Samsung's strengths and weaknesses:
STRENGTHS: With more than 80 years of development and construction, Samsung has
garnered numerous major awards and maintained the trust of many customers for its
goods and services. Samsung has always been a leader in innovation to deliver the most
convenient experiences to users. For 14 years running, Samsung has won CES
(Consumer Electronics Show) awards for its designs and goods. Samsung continued to
win CES awards in 2018, along with 400 other honors throughout a 14-year period. To
give people the greatest experience possible, Samsung is always adding new features and
interfaces. In addition, Samsung is enhancing its brand's reputation as an ecologically
friendly company. Evidence suggests that the business consistently ranks in the Top 10
global technology and telecommunications partners on the EPA list. Samsung often offers
a number of freshly
released product models with advantageous policies, excellent old-for-new price
subsidies for clients, not to mention the features and UIs of later goods that constantly
bring advancements. It seems like anyone who uses Samsung products will not want to
switch to using another brand because they are so new and help to improve the user
experience. With a lengthy history and several advanced technologies effectively
included in its products, it helps to elevate the Samsung brand's position and appeal

across all industries.
WEAKNESSES: reliance on the American market. When it is anticipated that the
"giants" of the technology industry Apple and Samsung together sell at least 70.8 percent
of smartphone products in the US, the US is seen as a prospective market. Samsung's
overall sales are still largely dependent on the US market, despite the fact that it has
diversified its resources and increased its market activities in Asian nations. However, the
US economy is quite erratic, and a downturn would threaten sales and have a negative
impact on Samsung's ability to operate. Because of this, Samsung needs to grow in Asia
and Europe to secure sustainability and prevent failures in the event that the US economy
is unstable.

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5. Proposed new product launch plan:
The first focus of the marketing plan's goals is the company's short-term goals, our
company's short-term goals include:
-Weekly visits to the company's headset website more than 300,000
-Sold 10,000 headphones in the first week
-And get positive consumer feedback.
Besides short-term goals, long-term business goals also play an important role. For our
company, these long-term goals include:
-Increase overall sales by 20% next year
-Cut production cost by 5% in the next year

-Raise brand awareness for our headphones.
-Increase the company's market share
-Established three new office locations across the US
6. Targeted customer:
Middle and upper-class consumers, who are able and willing to spend more after being
lured by superior user experiences make up the core target market for Apple goods.
In addition, Apple also targets professionals in the fields of film, music and design who
need specialized applications. These individuals include music producers who use
headphones to produce the most amazing sound. Other target audiences include
entrepreneurs who are fascinated by Apple's goods because they improve communication
with customers. Also, college students, they use headphones for self-study. Because of its
small weight, the device is easy to transport.
In addition, the company's goal when manufacturing this line of headphones is to protect
the health and safety of children. So, one of the ways to successfully protect your child's
eardrum is to use bone conduction technology. Children will not have hearing loss or ear
disorders later in life. Besides, children can also listen to music and entertain with open
ears. Listen to ambient sounds even while exercising, keeping your child safe when
cycling, jogging or participating in other outdoor activities. Especially on children's
headphones, the volume has been limited to suit children, with the volume level set to a
maximum of 85dB, preventing hearing damage to your child's ears and greatly reducing
it. future risk of hearing loss. Young children's ears can hear comfortably at this volume.
7. Communication messages and content:
Apple's marketing strategy overview:
Apple's marketing approach is based on two wholly original elements:
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-Product substitution for taste
-Language uses positive media reports as an example.
Product launch: create a large-scale event for the purpose of product launches, this is
always in the new product launches of apple. Cho closed all Apple stores to create
curiosity for customers as well as announce that something important was going to
happen. All media sites will be invited to attend for the purpose of spreading product
information. Scale of about 2000 people, the number is enough to promote their products.
The launch can take about 2-3 hours to be able to share all the details about the product.
Also post information about the event on social platforms such as facebook or twitter.
The product launch will include stating the benefits as well as the price of the new
product. Let participants buy and experience products at the event to receive customer
feedback.
Organize trials of new products for consumers: after the product announcement. All
Apple stores will display and sell this line of headphones. Customers can come to
experience in batches, each batch will receive about 100-150 customers. This event will
take place for about 10 days, enough for everyone to go to the apple stores in the area
they are living and experience. With the popularity of Apple, it is certain that no one will
skip the tests. Customers will experience the sound as well as the functions of the headset
before deciding to buy it.
Design posters, banners to promote more new product images. Display posters at apple
stores to attract customers. Rent screens to show tvcs about bone conduction headphones
such as Times Square.
At the same time, post the product on apple's website so that customers who are far away
from the store can order and own this unique headset.
8. Promotional demo:
9. Total budget of the plan:
The price for this headset falls in the range of $450, this is probably a mid-range price

compared to apple products.
Instead of utilising price to compete head-to-head, Apple places a strong emphasis on
their USP (unique value assertion), which is an attractive design that is immediately
apparent when you open the box containing the case. The box is progressively getting
smaller. Apple's marketing approach does not take into account direct rivalry. Apple
specialises in a wide range of products and has demonstrated it in practice, whereas
others concentrate on a particular area of strength. No matter the size of your commercial
enterprise or if the market you are in is a niche or an industry, you can definitely
implement this same technique.

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Apple products are always created with lovely and tiny designs, with straightforward,
elegant, and compact colours, simplifying the marketing approach. Use straightforward
language to underline the advantages that customers need and will be glad to acquire.
Customers appreciate this because it keeps things easy. Don't try to display every product
or service feature on the current state of affairs. Instead, pay close attention to each
product's core value. then draw attention to the issue with that value. Create a positive
user experience. create a user community
Apple has developed a distinctive brand identity and traditional culture that are playful,
enjoyable, and welcoming. Compare that to what they are up against. Apple entices
customers to join that council.
Apple successfully takes advantage of consumers' common self-perception, which makes

them think that the brand knows them and is like them.
With a 2000-person event, the cost can be about 1 million dollars for the presentation
equipment as well as the organization and maintenance of the product launch. About
renting an advertising display screen will have the following budget: According to
advertiser Inspiria Outdoor (based in New York), a digital billboard can cost from $5,000
to over $50,000 (more than $50,000). 1.1 billion) per day, depending on location.
Usually, the minimum amount is from 5,000 - 25,000 USD - short advertising package 13 days.
In addition, the price of digital advertising can be calculated by the hour, depending on
the location, display area, population density... These prices can range from several tens
of USD/ hour to 795 USD/hour. Most of them will have a minimum booking time
(buying ads) from 36h to 63h. Accordingly, the minimum price displayed by the hour on
billboards advertising beautiful locations can be $ 28,620 (VND 648,600,750). At this
price, Apple can completely pay to show within 3-5 days ( $3 480 000). The rest for
customers to test the product during the sale process will not incur any significant
additional costs. The above costs are only expected to advertise a part of the image, not
include the costs of production as well as posting on social platforms.
III.

CONCLUSION:

With the launch of this product, we hope to meet the needs of consumers as well as create
a completely new design of headphones, bringing many benefits to life, and at the same
time having added a new customer segment who has hearing problems. Although the
product will still have many defects, it will be improved over many times to form the
most complete product based on customer opinions.
IV.

REFERENCES:

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