BOSE - Sound It Out
Imagine hearing the screaming children, trains passing, neighbors, internal thoughts yelling, and the work day ahead. Now imagine hearing nothing except Philip Wesley’s Loving Last Embrace piano solo but seeing the screaming children, trains passing, neighbors – the thoughts remain but have shifted gears to melancholy and goals.
Bose is a pioneer in high-definition and digital sound and remains relevant in personal, home, and business use. The target market for Bose is the buyer who is persnickety when it comes to quality of sound (but not necessarily pretentious). The introductory phase was not easy for Bose but it remains relevant in reputation of outstanding sound – mostly personal and home.
Admittedly, Bose is under the radar when it comes to the results of its success. Bose segments consumer markets and gears toward consumers interested in purchasing high-end electronics. Privately and internationally, Bose practices geographic segmentation through implementation of research and development (“R&D) among multiple domestic and foreign markets. Consistent marketing efforts, intellectual property (“IP”) and patent acquisitions play key roles in geographic marketability for Bose. Whether ironically or fortunately, Bose shares the hold on consumer purchases internationally but relies on domestic sales. Further, much of Bose sales revenue comes from areas with high net worth.
Interestingly, it becomes more focused on buying habits rather than income analysis. This is where demographics become relevant for the target groups of 18-34 and 35-49 age groups. To clarify, Bose knows music and Bose knows sound; Bose products are crystal clear and can provide an escape to the world through surround sound or state-of-the-art headphones. Bose sells products to musicians, trendsetters, wanna-be-musicians, roadies, and those who simply love music at music’s best. These and other Bose practices portray healthy demographic segmentation.
Music is a multibillion dollar industry and in spite of Napster or other music-share sites – in long past or present – Bose is not vulnerable to the delivery, politics, or alleged IP violations because it produces the sound to the human ear. Is sound not more important than semantics? The tear-jerking symphonic masterpieces are heard and remind the soul that more symphonies are in order; the demonstrative disks from our friends that scream “keep trying” or “amazing;” the song that reminds you of your first crush or love that suddenly made your day better.
The human experiences of music or video that is delivered by Bose’s technology provide satisfaction to psychographic segmentation. DEMOGRAPHIC, PSYCHOGRAPHIC AND BEHAVIORAL DIFFERENCES

Reference
Kotler, P., Keller, K.L. (2012). Marketing Management (14th ed.). Upper Saddle River, NJ., Pearson