Originally Posted by micmacmo
The marketing of orthodynamics could be a case study in itself. It follows so many of the marketing lessons I was taught as a student. The idea that it's best to start at the top of the pricing ladder with a premium product and then gradually work down is one of those lessons. But it's also risky proposition. Oppo is launching the PM-1 into a market place with well-established high-end incumbents (Audeze and HiFiMan), so they could be perceived as a me-too product unless they offer something truly unique (looks, sound quality, features, add-ons).
Oppo could play the role of market disruptor too. They could offer a more affordable, mass-produced, mass-market product that appeals to folks outside the high-end audiophile circles who still appreciate good sound. That's a huge audience and a huge market opportunity.
Great post. I think it would be really ambitious to go the mass appeal route. Last time I saw the numbers, it was basically Beats making up half the market, and everyone else making up the other half. For someone to challenge that, they would have to have something to add beyond a great headphone at a great price. Obviously Beats don't sell because they are great headphones, they have infiltrated pop culture. Most of us don't care about that, but it's a very interesting point you bring up and fun to discuss. (I'm in the medical field, but have always been fascinated by marketing and advertising.)
What could Oppo do to take a shot at the king of headphones? What I would do is attempt to piggy-back onto the Beats phenomenon. I'd try to peg Beats as a "gateway drug" of sorts, and then I'd market the product as follows...
The New Oppo PM-1 Heaphone...beyond beats.
Then I'd hope that by keeping the "b" lower case and having my legal team argue that "beats" pertains to the beats of the bass notes in music, that I wouldn't get sued by Dr. Dre
Edited by Focker - 11/21/13 at 4:59pm