Bose Corp.: Better Sound through Research or Better Sales through
Marketing?
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ICMR HOME | Case Studies Collection
Case Details:
Case Code : MKTG161
Case Length : 16 Pages
Period : 1964-2006
Pub Date : 2007
Teaching Note :Not Available
Organization : Bose Corp.
Industry : Electricals and Electronics
Countries : USA
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"We are not in it strictly to make money. Dr.Bose is
extremely eclectic in his research interests. The business is almost a secondary
consideration."1
- Bob Maresca, president, Bose Corp.
"They've been really successful at distinguishing
themselves in the crowded audio marketplace."2
- Ross Rubin, analyst, NPD3.
"Bose competes by overwhelming smaller
competitors with advertising and marketing - an expense that must
cut into its R&D to create quality product."4
- Brad Cook, columnist, brandchannel.com, in an
article, in 2003.
Introduction
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In a consumer survey conducted by Forrester Research5
in 2006, Bose was voted the most trusted technology brand, ranking higher than
technology behemoths like Microsoft, Intel, and Apple.
The survey, which covered 4,732 households in the US, compared 22 of the best
consumer electronics and personal computer brands on three aspects - consumer
trust, brand usage, and future purchase intent.
Bose Corp. (Bose) began in 1964 as a small privately owned company selling audio
products, mainly speakers designed by the founder, Dr. Amar Bose (Dr. Bose).
Initially, Bose products were sold door-to-door.
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Later, the company established a network of exclusive outlets, called Bose
Stores, and shop-in-shops in multi-brand outlets. Initially, the company
faced obstacles like lack of funds and lukewarm customer response. Unlike
most of its competitors, the company had a limited product portfolio.
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However, Bose soon became one of the best selling
home audio brands in the US. While some analysts attributed the
company's success to cutting-edge research and high quality products,
others felt that its success was based entirely on aggressive marketing.
Even among Bose customers, while there were some who were more than
pleased with their choice of Bose products and intended to purchase
other products from the company in the future, there were others who
were bitterly critical of the company. Despite the criticism, Bose
products were by and large perceived to be at the vanguard of
electronics technology, and the brand was looked upon as an aspirational
brand. |
Bose Corp.: Better Sound through Research or Better Sales through Marketing?
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