Group assignment mkt101 topic bone conduction headphones

Untitled Group 3 BA1702 Group Assignment MKT101 SU22 Marketing Principles (MKT101) 0 0 FPT UNIVERSITY CAMPUS CAN THO  Group Assignment [MKT101] TOPIC Bone conduction headphone[.]

Group 3-BA1702 Group Assignment- MKT101 SU22

Marketing Principles (MKT101)

FPT UNIVERSITY- CAMPUS CAN THO



Group Assignment [MKT101]

TOPIC: Bone conduction headphones

Name of group member Contribution (%)

1.Nguyen Ngoc Hoang Kim 100%

2 Vo Lieu Tuyet Nhi 100%

4.Ngo Nguyen Nhu Y 70%

5 Phan Phuong Thao 50%

Can Tho, 07/2022

Table of Contents

I INTRODUCTION 2

II ANALYSIS 2

1 Overview of Apple company: 2

2 Product status: (Product mix) 3

3 Market and target customers: 3

4 Description of the company's competitors: 4

5 Proposed new product launch plan: 9

6 Targeted customer: 10

7 Communication messages and content: 10

8 Promotional demo: 11

9 Total budget of the plan: 11

III CONCLUSION: 12

IV REFERENCES: 12

i

TOPIC: PROPOSE A NEW PRODUCT TO A REAL BUSINESS AND PROPOSE A PLAN TO LAUNCH THIS NEW PRODUCT

Content structure Guideline :

I INTRODUCTION

II METHOD AND CONCEPTUAL FRAMEWORK

− Interview or questionnaire using to collection data (if used)

− The theoretical framework your group uses to analyze

III ANALYSIS RESULTS

− Overview about the Company

− Analyze the current status of the company's products in the market

− Target market and customer? Identify the need of target markets & customers for the company?

− Suggest new products, value of benefits? The brand positioning, brand value and the positioning statement of the new product

− Description the competitors of the company (Strengths and weaknesses of

competitors)

− Propose a plan to launch this new product:

 Objective of your marketing plan (revenue, growth, market share, brand

awareness, )

 Target audience (Who is the target audience of your marketing plan and

describe the characteristics target audience?)

 The communication message and content (programs, activities, content, tool, what/ where/ when/ how… , e.g Design media publications communication; Catalogue/ Banner/ TVC/ Fanpage,…)

 Design a demo TVC advertising/ PR campaign/ Sale promotion / Direct Marketing / Sale program / Digital marketing,…)

 Total budget of the plan

 How to get feedback result

(Note: Specific programs/activities: what, where, when, how, duration of very program/activities, budget,…)

IV CONCLUSION

V REFERENCES

− Books

− Websites

Note: Submit group assignment (word and power point) and presentations at Slot 27!

1 Font: Times New Roman; size: 13

2 Paragraph: Before: 6 pt; After: 0 pt; Line spacing: Multiple; At: 1.2

3 Name the file according to the regulations: Group ASM_[Group name]_MKT101 (e.g.: Group ASM_G1_MKT101)

I INTRODUCTION

While bone conduction sounds futuristic and a bit intimidating, it's actually a practical and comfortable alternative to earbuds or over-ear headphones

By moving sound vibrations into the cheekbones, bone conduction headphones help your ears open up and be able to hear what's going on around you Now you can add

background music to your life without losing it

II ANALYSIS

1 Overview of Apple company:

With inventions that have transformed how people use computers and mobile devices, the Apple Company has left an enduring impression on the global scene Apple is the most prosperous business in the technology sector, with a stock price of over $530

With the advent of the personal computer, Apple, which was founded in 1976, began to have an impact on common people The use of personal computers has transformed technology Personal computers are made to be easy to use and intuitive Despite fierce competition from other businesses, Apple was unable to significantly increase its market share

In turn, this led to the creation of a product that is now widely used in modern life, from the workplace to the home (Sanderson 1) Names like iPod, iPhone, and iPad are well-known examples of products made by Apple

2 Product status: (Product mix)

This element of the marketing mix determines the outcomes of the online services and technology business Apple's product mix includes goods and services related to or classified as information technology

The first four items on the list above are merchandise that shows how Apple's marketing applies to the consumer electronics market The Mac product line includes desktop and laptop computers in a variety of sizes and specifications for different market segments iPhones, iPads, and other goods such as wearable devices (e.g Apple Watch) are devices that work together with other products in the product mix The rest of the product mix, on the other hand, shows that the technology company's 4Ps also apply to the services market The company's advertising services are mainly located in the App Store AppleCare provides technical support and limited warranties on purchases of the company's consumer electronic products As for Cloud Services, iCloud is available as online storage specifically designed for products like MacBooks and iPhones, although non-Apple devices can also access the online service Product Lines of Digital Content (e.g., digital music, videos, eBooks, and mobile apps) and Payment Services (e.g Apple Pay) easily accessible through various consumer electronics Such intersections of goods and services in the marketing mix create an ecosystem that makes these products more attractive, thus supporting Apple's overall strategy of competitive advantage and strategy intensive growth strategy These product lines involve the use of human resources and business processes associated with product-based divisions, a feature of Apple's corporate structure In addition, this marketing mix reflects the growth of Apple Inc from a computer technology business to an increasingly diversified business with strategic management focused on information technology

3 Market and target customers:

The main target market for Apple products consists of middle and upper income consumers who are able and willing to pay a higher amount after being enticed by the user experience better For example, a normal PC costs about $350 while a

MacBook will set the buyer back $900 If the customer has a higher disposable income, a high-priced item won't be a problem for them

In addition, Apple targets media, music, and design professionals who have

specialized software for their work Such people include music producers using logic studios or motion picture directors using the ultimate cut studio collection Other targets include entrepreneurs who are intrigued by Apple products such as iPads, iPhones and MacBooks Every item here has a useful business quality like enhancing communication with customers In addition, catechism classes and students in higher education institutions use iPhones, iPads, and MacBooks to take notes The considerable weight of the device makes it convenient to carry from place to place

4 Description of the company's competitors:

Many significant inventions were created a few centuries ago during a period of fast scientific advancement There are several examples of scientists who conducted independent research but were given a combined patent because their work was published

at the same time Similar circumstances apply to headphones because several people had the same idea to develop them but none filed a patent, making it difficult for historians to determine who invented the first headset

Numerous pieces of material supporting various theories regarding the genesis of headphones have been reported in Western technology-related newspapers According to

a page, John C Koss, the creator of the renowned headphone company of the same name, created the first headset in 1958

However, there is also information available regarding the DT48, a 1937 design by Eugen Beyer's Beyerdynamic GmbH Eugen Beyer referred to them as "dynamic telephones" at the time (Dynamic Telephone - DT 48) They weren't made into the first high-end headphones in the world by Beyerdynamic until the 1950s

Stereo and headphones were married in the 1950s Although the stereo format was created in the 1930s of the previous century, it wasn't until the middle of the 1950s that vinyl records began to use it (LP- long play records) John Koss was the first to introduce the stereo standard to headphones in 1958 so that listeners might experience more vivid, authentic, and clear sound In terms of headphone manufacturing technology, this is a true turning point Since then, this gadget has started to show up in homes and studios Headphone sound quality of this period certainly couldn't be compared to today, but it was a huge leap in quality

Boss headphones were superseded by earbuds as headphone manufacturing technology advanced over the years (in-ears) This style soundproofers the listener's surroundings while providing excellent sound quality

The age of wireless headphones began in the year 2000

On commercial headphones, wireless signal transmission technology is used Bluetooth is one of the standards that is most widely used Digital audio and data can be transmitted using open-standard wireless personal area network technologies On mobile devices, Bluetooth can be used to connect wirelessly to headsets or in car audio systems to enable hands-free operation while driving

The headphone has evolved into a little instrument that incorporates cutting-edge technology advances during the course of its growth In order to provide the most authentic sound, high-end headphones work to eliminate distortion in the connection between them and the source device in addition to eliminating noise and background noise around the listener

Nowadays most people can easily buy headphones from different brands, headsets have become more and more advanced with many outstanding features as well as other luxurious shapes, brands of All electronics will have products about headphones to provide like markets like Apple, Samsung, A headset will bring a lot of benefits to life

in all aspects Until now, headphones are used by inserting into the ear canal so that sound can be transmitted to the tympanic membrane But besides the benefits that headphones bring, there will also be great harms that always go along with it

Loss of hearing:

The nerve cells in the cochlea work too hard when headphones are worn frequently, leading to hearing loss or possibly deafness If you are constantly exposed to noises with

an intensity of 85 to 90 dB for longer than two hours, it can lead to hearing loss that lasts for one to two years At the moment, ear-worn music players may produce sounds with a maximum open level of up to 120 dB, which puts a lot of pressure on nerve cells Your headphones create electromagnetic radiation that harms the brain when you wear them Both mice and plants have been used to show this Radiation waves have an adverse effect on rats, causing brain damage More hazardous is the fact that it takes the patient several years to know they have lost their hearing because they do not immediately feel

it Hearing loss develops silently, and by the time a patient realises that his or her ears aren't functioning properly, it's too late The brain will be active while you sleep if you use headphones to unwind before going to bed and then neglect to take them off You'll feel anxious, worn out, groggy, lose attention, and more the following day

Otitis media of the ear:

Too much or too long use of the headset will force dirt into the ear canal or, if the ear canal is injured, will allow germs to enter your ear canal and spread there The earbuds will turn into a bacterial haven if there is damp slime in the ear

Bacteria are spread from one ear to another when you share your headphones with friends

or family If you already have an ear infection, this behaviour aggravates the illness and makes the ear even more itchy

Through the above-mentioned ear diseases, we think that the benefits of headphones will

of course be very great for everyone, but with the current demand for headphones, how can it be improved? can improve ear diseases but can still use headphones anytime, anywhere?

That's why we created an upgraded version of the headset, which is a bone conduction headset based on hearing aid functions.In fact, this product is already on the market, but until now, not many people really know and use it, and these products are not really perfect and reveal all the features of this product it So we decided to do this project for the Apple company - a name that most people already know We did not choose to create

a product that is not yet on the market at all because there will be a lot of holes in the new product and a lot of testing is required

We will first come to the basic definition of "bone conduction headphones" Bone conduction headphones are headphones that are placed right on the listener's cheekbones Instead of locating the eardrum for sound waves to travel through the air, bone-conduction headphones vibrate through the jawbone, bypassing the middle ear The technology has its roots in hearing aids and dates back to the 1920s, when Hugo Gernsback created the osophone - a bone conduction hearing aid

How does this headset work?

Through constant bone vibration, headphones transmit sound waves through the listener's skull More specifically, sound does not pass via the eardrum, malleus, incus (small bones

in the middle ear), or stapes but rather passes directly through the skull and into the cochlea (stapes in the middle ear) Microscopic hairs (stereocilia) in the Corti then move

as a result of the cochlea (a part of Cochlea - a component of the inner ear involved with hearing)

The auditory nerve is stimulated by a series of chemical events that are set off by this flow of motion The brain receives an impulse from the auditory nerve, interprets it as sound, and then sends it back to the auditory nerve

This procedure also explains why your voice seems to be deeper than other people's I would be startled to hear my voice recorded as being more "shrill" than I anticipated because bones transmit low-frequency sounds better than high-frequency sounds

Because traditional headphones transmit sound waves directly into the ear canal, bone conduction sounds different from traditional headphones In either scenario, the majority

of us are essentially affected by the eardrum and other supporting processes However, anyone with hearing loss should consider bone conduction headphones

Bone-conduction headphones are forced on both sides of the jaw thanks to the rubber support, as opposed to conventional headphones that are linked to the sides of the ears The headset is also equipped with moisture-proof and waterproof functions to limit the effects of sweat or rain

Features of this headset:

Because of Apple's production, this headset will have the same basic features as an airpod such as connecting to the Siri virtual assistant or noise cancellation, in addition, it can also notify when someone calls no look at the phone

In addition, anti-vibration technology will be applied to limit the tickling sensations of the headset when playing music Technically, bone-conduction headphones have the same way of working as regular headphones, except that it does not transmit vibrations through the diaphragm, but directly to the wearer's jawbone Bluetooth 5.0 wireless connection up

to 10 meters away

The basic construction of the headphones provides deep, rich bass, precise mid-range, and clear, crisp high-frequency extension so every note can be heard A unique dual neodymium ring magnet motor allows to maintain total harmonic distortion below 1% over the entire audio range, even at maximum volume 1 Powered by the H1 chip, custom sound design and advanced software, using computational audio to deliver the highest quality listening experience possible Using each of the chip's 10 audio cores - capable of

9 billion operations per second - computational audio delivers groundbreaking listening experiences including Adaptive EQ, Active Noise Cancellation, clear mode transparency and spatial sound One-touch setup followed by automatic pairing with all devices signed

in to a user's iCloud account, including iPhone, iPad, iPod touch, Mac, Apple Watch, and Apple TV

The benefits of headphones:

Of course, this headset will bring quite good sound quality to the user Because there is

no need to put in the ear, when using this headset, the user can simultaneously hear the real sound in the environment, this will help the user both listen to music and recognize the sounds in real life

With an open-ear structure, this headset will create a comfortable feeling for the user for

a long time because it will not cause ear pain or entanglement Bone conduction headphones will help users avoid unfortunate ear diseases These bone conduction headphones can also help people with hearing loss hear the sounds they love