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1 Go-to-Market Strategy Wireless Ear buds Leela Parvathi Garikapati Product Differentiation and Positioning Marketing Management

2 1. Definition of Positioning: Positioning is a strategic process crucial for shaping consumer perceptions of a product or service in comparison to its competitors. It involves crafting a unique identity and value proposition that sets the product apart in the market (Kotler et al., 2020). The process is not confined to highlighting product features but extends to creating a distinctive and memorable image that resonates with the target audience. Effective positioning strategically aligns the product in the minds of consumers, influencing their preferences and choices in a competitive market. 2. Competitor Analysis: A) Current Competitors and Offerings: In the competitive landscape of wireless earbuds, notable brands such as Apple Air Pods, Samsung Galaxy Buds, Google Pixel Buds, and Bose Quiet Comfort Earbuds dominate the market. Each competitor brings distinct features catering to diverse consumer preferences (Mordor Intelligence, 2021). This diversity in offerings reflects the multifaceted nature of consumer needs, ranging from design preferences to specific functionalities. B) Positioning Matrix: The positioning matrix, as illustrated below, serves as a visual aid in understanding how each competitor is positioned based on pricing and key features. This matrix acts as a snapshot, providing a quick comparison and visualization of the competitive landscape. The careful consideration of factors like pricing, noise cancellation, battery life, water resistance, and voice

3 recognition highlights the nuanced differences that contribute to the unique positioning of each brand. Brand Price Noise Cancellation Battery Life Water Resistance Voice Recognition Apple $$$ Yes 29 hours No No Samsung $$ No 13 hours No No Google $$ No 24 hours No Yes Bose $$$$ Yes 18 hours Yes No Price Comparison: Detailed price ranges of wireless earbuds from each competitor, as provided by Mordor Intelligence (2021), offer insights into the varying affordability levels within the market. Competitor Earbuds Model Price Range Apple Air Pods $159-$249 Samsung Galaxy Buds $129-$199 Google Pixel Buds $179 Bose Quiet Comfort Earbuds $279 3. Recommended Positioning:

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4 A) Recommended Position and Points of Differentiation: Given the competitive landscape, it is advisable to position the client's wireless earbuds as a mid- range option with a focus on battery life and water resistance. This strategic positioning aims to attract consumers seeking a balance between affordability and advanced features (Mordor Intelligence, 2021). By identifying a strategic niche within the market, the client's product can effectively differentiate itself from both premium and budget alternatives. B) Key Differentiating Characteristics: 1. Active Noise Cancellation (ANC): Mid-range earbuds can stand out by incorporating ANC, a feature typically found in premium competitors like Apple and Bose (Mordor Intelligence, 2021). This feature enhances the listening experience, providing a high-end functionality at a more affordable price point. 2. Wireless Charging Case: Offering a wireless charging case, a convenience available in premium options, can differentiate the client's mid-range product (Mordor Intelligence, 2021). The convenience of wireless charging adds value to the product, addressing the growing demand for hassle-free charging solutions. 3. Sweat and Water Resistance: Superior water and sweat resistance, such as IPX7 or higher, can set the client's earbuds apart, addressing consumer needs in various environments (Mordor Intelligence, 2021). This key differentiation caters to active users who seek durability and versatility in their wireless earbuds. 4. Customizable Touch Controls: Allowing users to personalize touch controls enhances the user experience, providing a unique selling point (Mordor Intelligence, 2021).

5 Customization empowers users to tailor the functionality of the earbuds to their preferences, fostering a more personalized and engaging interaction. 5. Long Battery Life: A crucial factor for consumers, emphasizing longer battery life compared to competitors adds significant value (Mordor Intelligence, 2021). This feature addresses one of the primary pain points for users – the need for extended usage without frequent recharging. C)Value Proposition for the Target Customer: For music enthusiasts who prioritize both convenience and uncompromised sound quality, our mid-range wireless earbuds present a unique and exceptional listening experience at a remarkably affordable price point. Our commitment to delivering premium features ensures that users enjoy the following benefits: 1. Extended Battery Life: With a focus on longevity, our wireless earbuds boast an impressive battery life of 30+ hours. This means users can immerse themselves in their favorite music, podcasts, or calls without the constant worry of recharging. 2. Customizable Touch Controls: We understand that personalization enhances the user experience. Our earbuds come equipped with customizable touch controls, allowing users to tailor their controls based on individual preferences. This feature ensures a more personalized and intuitive interaction. 3. Superior Water Resistance: Recognizing the diverse environments in which our users thrive, our earbuds provide a superior level of water resistance. Rated at IPX7 or higher,

6 they can withstand water and sweat, making them the perfect companion for workouts, outdoor activities, or any situation where moisture is a concern. 4. Optional Active Noise Cancellation (ANC): Elevating the listening experience, our earbuds offer optional Active Noise Cancellation. This cutting-edge technology ensures that users can enjoy their audio content without disruptions from external noise, delivering an immersive and uninterrupted auditory journey. 5. Wireless Charging Case: Embracing the latest in convenience, our wireless earbuds come with a state-of-the-art wireless charging case. This feature eliminates the hassle of dealing with tangled wires and allows users to charge their earbuds effortlessly, enhancing the overall user experience. In essence, our value proposition is tailored for individuals who demand a harmonious blend of affordability, advanced features, and superior quality. Whether engaged in a rigorous workout, commuting, or simply savoring favorite tunes, our wireless earbuds cater to the diverse needs of our users, promising a seamless and enjoyable audio experience. 4. Demand Estimate: A) Projected Sales: The projection of sales for the next five years, based on estimated total market demand and the client's market share, provides a glimpse into the anticipated growth trajectory (Mordor Intelligence, 2021). The gradual increase in market share reflects the expected popularity and acceptance of the client's product within the evolving market

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7 . Year Total Market Demand Client's Market Share Projected Sales 2023 10 million units 5% 500,000 units 2024 12 million units 7% 840,000 units 2025 14 million units 9% 1,260,000 units 2026 16 million units 11% 1,760,000 units 2027 18 million units 12% 2,160,000 units B) Methodology for Developing: The methodology for developing the demand estimate involves a comprehensive approach that combines market research and historical sales data analysis. Market research, encompassing surveys, focus groups, and competitor analysis, delves into understanding customer preferences, buying habits, and industry trends (Kotler et al., 2020). This qualitative approach provides valuable insights into the dynamic nature of consumer behavior. On the other hand, historical sales data and statistical modeling offer a quantitative perspective, allowing for the identification of patterns, trends, and correlations (Mordor Intelligence, 2021). Utilizing regression analysis, these historical data points contribute to forecasting future demand by considering various factors such as price, advertising, and promotions. This dual methodology, integrating qualitative and quantitative insights, ensures a more accurate and informed demand forecast. The synergy of understanding consumer behavior and leveraging

8 historical data patterns provides a robust foundation for anticipating market dynamics and projecting future sales trends.

9 References Kotler, P., Keller, K. L., et al. (2020). Marketing Management . Pearson. Mordor Intelligence. (2021). Wireless Earbuds Market - Growth, Trends, COVID-19 Impact, and Forecasts (2021 - 2026) . Retrieved May 11, 2023, from https://www.mordorintelligence.com/industry-reports/wireless-earbuds-market TechRadar. (2024). Best wireless earbuds 2024 Budget and premium . Retrieved from https://www.techradar.com/best/best-wireless-earbuds Statista. (Year). The Future of Wireless Earbuds . Retrieved from https://www.statista.com/outlook/338/100/wireless-earbuds/worldwide WinterGreen Research. (2021). Wireless Earbuds: Market Shares, Strategies, and Forecasts, Worldwide, 2021 to 2027 . Retrieved from https://www.wintergreenresearch.com/reports/wireless-earbuds-market-shares Lifewire. (Year). How Do Wireless Earbuds Work? . Retrieved from https://www.lifewire.com/how-do-wireless-earbuds-work-4174917

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