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Introduction Bowers and Wilkins (B&W), is a British company that produces audio equipment that was founded by John Bowers in 1966 in Worthing, South Sussex, England. Bower and Wilkins is currently part of the B&W Group Ltd.. The group

  2. Introduction Bowers and Wilkins (B&W), is a British company that produces audio equipment that was founded by John Bowers in 1966 in Worthing, South Sussex, England. Bower and Wilkins is currently part of the B&W Group Ltd.. The group also includes Rotel and Classé which are companies that produce high-end hi-fi audio components.

  3. History Bower and Wilkins first began as a radio and electronics shop in Worthing. It was started after World War II in 1966 by John Bowers and Roy Wilkins who met while serving in the Royal Corps of Signal.

  4. Bowers started a seperate business in 1966, B&W Loudspeaker Ltd., the same year the first Bowers & Wilkins loudspeaker, P1, was developed and sold. 1966 Bowers and Wilkins first international authorised dealer was Audioscript, which introduced Domestic Monitor 1 and Domestic Monitor 3. Throughout the years, extensive research were done to produce new products, 1984- and older products were improved. In 2005, Bowers and Wilkins introduced diamond dome tweeters in the 800D range of speakers. This significant change 2005 brought Bowers and Wilkins the Queen’s Award for Enterprise in Innovation.

  5. Today Bowers & Wilkins is well known for its production and sale of hand-made and hand-assembled hi-fi speakers made with luxury, high quality components and there are currently hundreds of retailers worldwide, distributing their products.

  6. Customers Profile Based on a survey conducted on 15 people, we found that most of Bowers and Wilkins customers are audiophiles, ranging from ages between 18 and 29. They are generally male, 66.7%, and are usually willing to fork out more than $300, when purchasing audio equipment. 100% 86.7% Due to the changing times, most of them 66.7% prefer listening music with headphones. 46.7% For those who uses B&W speakers, 33.3% 33.3% usually, they will have a dedicated listening room. Furthermore, their customers commonly listen to Pop, Hip Hop, Rap, Classical and Rock music. R P C HH RK H

  7. MARKETING STRATEGY Unique Selling Points Superb Quality Customers’ Precedence

  8. Superb Quality Bowers and Wilkins believes firmly in designing the best speaker with the perfect sound quality and build. With years spent on research and development of materials, Bowers and Wilkins managed to produce high fidelity equipment. Unlike many other sound manufacturers, Bowers and Wilkins uses premium materials such as diamonds, Kevlar and Continuum for their products. Not only are these materials durable and reduces the likeliness to be damaged but it improves the audio quality as well.

  9. Superb Quality Brand Comparison Material Research Examples Bowers and Wilkins have been Bowers and Wilkins spent 42 The longest time that Bang & using Kevlar since 1976 for their years researching and producing Olufsen spent on research and cones as the effective radiating their famous 801 speaker. development, was with their area is able to gradually decrease five-year plan that started in 2011. the frequency.

  10. Customers’ Precedence Being a global leader in sound, Bowers & Wilkins understands the importance of customers to their brand image. Hence, they chose to prioritise their customers’ comfort and experience. For their products, especially their headphones, they choose materials such as leather and aluminium as they are lightweight, durable and fitting , making it comfortable for long usage.

  11. They are known for their professional and efficient customer service. Customers’ Precedence For instance, the Singapore’s sales team was accredited a member of the Example Singapore Service Star and was featured as one of the “Best of the Singapore Service Star 2012”.

  12. Product Price Speakers Speakers: $500-24 000 Headphones Headphones: $150-900 Accessories Accessories: $15-80 Marketing Mix Promotion Placement Social Media Showrooms Advertisements In-House Experience Musician Endorsements Collaborations

  13. Headphones - Wireless - Wired Speakers - Home Theatre - Wireless MARKETING STRATEGY For instance, despite having lesser products than Bang & Olufsen (B&O), Products Bowers and Wilkins have not been losing out . Based on research, they always stuck by their traditions of designing speakers for homes, whereas B&O is known for their unorthodox methods of designing their products. Unlike other manufacturers, Bower and Wilkins does not produce many products and uses uncommon materials, such as diamonds and Kevlar, Hence, Bowers and Wilkins is traditional and meticulous and stands out for their exquisite speakers. A perfect example of this being the Nautilus from the crowd with their material choices and classic design. speaker, which is currently one of Bower and Wilkins flagship product.

  14. MARKETING STRATEGY Price To differentiate itself, Bowers & Wilkins focuses on its core belief, to produce luxurious and top notch equipment for audiophiles. Based on reviews, many have not complained about the prices of the products sold by the company due to the sound quality it produces. Although Bowers and Wilkins is a more luxurious brand with hefty price tags attached to their products, people are willing to spend the sum of money for its clear and crisp quality.

  15. MARKETING STRATEGY Promotion Social Media Bowers and Wilkins owns multiple social media pages and updates them frequently. Knowing the importance of social media, they are switching up their promotional methods, to stay relevant to the younger generation. Instagram With 1.9k posts with a following of 77.9k, they upload photos daily, photos such as their products in a home setting, posts from their customers’ Instragram and quotes by musicians about their products.

  16. MARKETING STRATEGY Promotion Social Media Bowers and Wilkins owns multiple social media pages and updates them frequently. Knowing the importance of social media, they are switching up their promotional methods, to stay relevant to the younger generation. YouTube With an average monthly views of 21.1k, they uploaded 201 videos on their channel. Some being celebrities experiencing their products, feedback from audiophiles and the making of their products.

  17. PROMOTION Advetisement The Zeppelin campaign shows how much they are willing Bowers and Wilkins produces cinematic videos which to spend on promotion. Usually brands such as Bose do showcases the product and unique features. An example not promote their products with such intensity. This would be the most recent “PX Features” video released shows that Bowers and Wilkins takes marketing seriously on their youtube channel, the video features the build, as they are willing to invest in such a huge campaign. material choice and unique selling points of the product.

  18. PROMOTION Musicians Endorsements Bowers and Wilkins are portrays themselves as a brand for everyone, regardless of the music genre that they listen to, and era of music they belong to. Many can still enjoy the crisp and sharp sound quality that their products has. Hollie Stephenson Elvis Costello Emeli Sande Aged 19, Hollie is a self-taught singer and A English musician, singer-songwriter, and Winning the Brit Award for Best British Female songwriter from London. She usually record producer. Elvis was actively producing Solo Artist, she writes songs that are R&B, soul produces pop genre music. pop and rock music during the 1980s. and gospel.

  19. Burberry Bowers and Wilkins partnered with Burberry and produced T7 Gold Edition in 2016. Videos of live Collaborations music sessions with home-grown musicians were also recorded and uploaded to their YouTube channel. Bowers and Wilkins have worked with many other Automotive Companies prestigious companies and produced products with them. Volvo, BMW, Maserati and McLaren are some automotive companies that have worked with Bowers and Wilkins for their in-car speakers.

  20. PROMOTION Collaborations For instance, in 2012 they collaborated Hence, collaborations with these high-end with Maserati, designing car speakers for 3 companies shows that Bowers and Wilkins of their road cars, Quattroporte, Ghibli and are one of the better sound manufacturers as Levante. They also designed a wireless they are given the opportunity to work with speaker, a pair of headphones, and such elite companies. organised 2 worldwide events.

  21. Comparing to Sony, who started 20 Sony Corporations is a mass marketing Hence, Bowers and Wilkins takes pride years before B&W, one of their biggest company, and to make their prices in their products by collaborating and collaborations done was with Samsung. affordable to the public, they cannot producing high quality products, afford to splurge on their products. regardless of the price.

  22. MARKETING STRATEGY Placement One of the showrooms of Bowers and Wilkins is located in Millenia Walk. Millenia Walk is a retail haven for the discerning shoppers who appreciate inspirational lifestyle products and quality craftsmanship. The mall consists of designer label shops, homeware boutiques and high fashion brands, such as Atlas Experience Audio Visual Boutique, Rossi and Grafunkt. The placement of the showroom enables an increase in the number of walk-in customers for their shops as people in the mall are already interested in similar brands and products.

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