For years people have been telling me that relations, love and happiness are the crucial things in life…Today I realise that I’m able to take or leave all that as long as I have this earpiece in the world.
Dr. Dre line of high performance headphones, has started a craze in the US and European markets; where consumers literally save their monies to buy these seemingly overpriced accessories to add to their headphone collection. but why would customers spend their hard earned cash on these expensive toys?? Because its on the ears of almost every celebrity, that’s why.
Celebrity marketing is used to its full capacity by Monster *the makers and marketers behind the Beats by Dr. Dre Collection*, where successful partnerships have been forged with the most influential and prominent celebrities of all time. Their lineup includes the likes of the “Bad Romance” mega star Lady Gaga and the “Baby Baby Baby” pop idol, Justin Beiber.
It is only natural for fans to want to emulate the people they deem to be their “idols” and Monster is taking full advantage of this situation. They have also taken it a step further and have designed themed headphones for celebrities, where fans may purchase the headphone of a certain personality they may emulate.
“MarketingNotesJA” believes this strategy to be an effective marketing tool, that is obviously working and is reflective of perfect positioning, becoming to Americans what the Blackberry is to us Jamaicans; “a hit.”
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