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MK 322: Presentation

Published on Nov 19, 2015

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PRESENTATION OUTLINE

1.

Underwater Headphones

Presentation By: Chanel Batiste, Emily Jang, Kimberly Lo, Steve Weinstein
Photo by FreddieBrown
2.

Hypothesis

Is  there a need for Underwater Beats by Dre?
Photo by SophieG*
3.

HEADPHONE INDUSTRY

  • Increase of usage on Mobile Devices and Increase in Discretionary Spending.
  • Lead to Headphone Industry sales projected to Increase next 5 years.
  • Current Products Sold: In-Ear Buds, Over-Ear Headphones, Gaming, etc.
  • Early 2009, Headphone Industry declined 4.4% in Revenue.
  • In 2012, Revenue jumped to 32% with Beats and Skullcandy entering market.
Photo by DryHeatPanzer
4.

SWIMMER CHARACTERISTICS & DEMOGRAPHICS

FOCUS - AGE, HOUSEHOLD INCOME, GEOGRAPHIC REGION & COMPETITIVENESS
Photo by Helene Iracane
5.

SWIMMING PARTICIPATION BY AGE (2012)

6.

High School vs. College Swimmers

7.

PRIMARY RESEARCH

CONDUCTED ONLINE SURVEY BY QUALTRICS, A WEB-BASED SOFTWARE
Photo by xavi talleda
8.

METHOD

  • 10 Question Qualtrics Survey, Computer Administered.
  • Benefits: User-Friendly Features, Inexpensive Cost.
  • Reduction of Interview Evaluation Concern in Respondents,
  • Ability to deliver the survey to anyone with Internet Access.
  • Delivered to Family, Friends, Colleagues of Team Members.
Photo by Frerieke
9.

67 RESPONDENTS

OF OUR FAMILY, FRIENDS & COLLEAGUES OF THE TEAM TOOK THE SURVEY.
Photo by ROSS HONG KONG
10.

SURVEY RESULTS: HEADPHONES

  • 49% own headphones that came with their cellphone.
  • 35% are interested in purchasing Beats headphones.
  • Important Qualities when purchasing: Quality (85%), Comfort (78%), Price (58%).
  • Features Respondents look for: Noise Cancelling (68%), Sound Isolation (51%).
  • Underwater as a feature that surveyors looked for: (3%).
Photo by Fey Ilyas
11.

SURVEY RESULTS: MUSIC

How much does having music while you work out benefit your workout?
12.

SURVEY RESULTS

WITH REGARD TO SWIMMING & WATER ACTIVITIES
Photo by Kevin N. Murphy
13.

- 58% swam/engaged in water activities twice a year or less.

- 62.5% do not listen to music while they swim/engage in water activities, but would like to.

Photo by Natesh Ramasamy
14.

SURVEY RESULTS: UNDERWATER HEADPHONES

How likely would you be to purchase underwater headphones by Beats?
15.

LIMITATIONS WITH QUALTRICS

  • Only those who had Internet access could participate.
  • Respondents could not ask for clarifications to questions.
  • Participants could not physically touch the product.
  • Limited to 10 questions, no questions about characteristics of participants.
  • Qualtrics does not allow Time-Series data or flexibility to get range of scale results.
Photo by Ian Wilson
16.

CONCLUSION

THERE IS NOT A NEED FOR UNDERWATER HEADPHONES AT THIS TIME.
Photo by korrey
17.

THIS IS WHY...

  • 65% are not interested in purchasing Beats.
  • 53% are 'Unlikely' or 'Very Unlikely' to buy Underwater Headphones.
  • Only 29% are 'Likely' or 'Very Likely' to buy Underwater Headphones.
  • Underwater Activities & Underwater Feature, Not Important Quality.
  • Our expectations of the popularity of Dre Beats had no correlation in results.
Photo by Terence S. Jones

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