Topics: Marketing, Brand management, Brand Pages: 2 (490 words) Published: April 16, 2013
Strengths: Sennheiser ‘s own research shows that among musicians and professional audio people, they have 70 % name recognition. This data proofs Sennheiser having a high quality product, since this people are most qualified to review it; they are the first who could see the difference between Sennheiser’s sound quality and other brands. In addition, brand loyalty among generation X. Weaknesses: Brand recognition is one of the biggest issues that this company have. It said that you would know this brand only if you are a male over 40 years old and you are a subscriber to Stereophile. Among regular headphone consumers, only 10 % recognize the brand. When it comes to positioning, Sennheiser is something that is not “hot” anymore; the name does not mean anything for the young kids. Opportunities: The headphone and headsets market, something unique that Sennheiser is doing would be that they are not moving out of the high-end market despite Europe’s financial crisis. They will remain focused on quality over quantity, ignoring the temptation to become a “cheap plastic ditch”. Sennheiser tries to be unique and respond to all of the wealthy people fancy desires like Swarowski crystals on the microphones or headphones - customers who can easily spend $1000 for high-end headphones. Threats: The competing headphone producers that have a decent product quality with significant supply and provide a product that is closer to the $ 20-40 range. Strategy: I believe that in order to increase their success in today’s market Sennheiser’s need is to implement a new strategy. First, they should decide what kind of changes should they do in their marketing mix – I am talking about their product line. In order to get the adult audience they should respond to their needs, and stop focusing on producing it for professional audio clientele. They could reach a bigger number of consumers if they start producing low priced and good quality products. When it comes to reaching the customer...
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