Re: Marketing Case Study: Bose
|Originally posted by erikzen
The major competitors for Bose
|Finally, I would like to get the opinions of this community on Bose products. In general, it seems that Bose is not well respected as an audio brand. I would like to know why that is. Is it because Bose has moved out of the niche market of audiophile grade products and become a mass market product and, yet still tries to sell it's product for a premium?|
The reasons most educated audio consumers dislike Bose are (1) their stuff is very overpriced and a poor value -- you can always get much better equipment for the same price, or similar quality stuff for much less; and (2) they pretend to be high-end using gimicky sales tactics, anti-competitive reseller agreements, and massive advertising campaigns.
|If Bose is a weak product, or is perceived to be a weak brand name among audiophiles that is a weakness that needs to be explored. Also, if their products really are crappy that needs to be explored, too.|
Bose is actually the ideal topic for a marketing study, because the company is hugely successful at selling inferior products at premium prices to an uneducated market.
Also, I don't put a lot of stock in the article DanT quoted -- after all, there are plenty of audio products out there that provide great sound quality, great build quality, and attractive designs in tiny, unobtrusive packages. Some are less expensive than Bose stuff. But because they don't have the marketing muscle of Bose, people don't know about them.