ONKYO USA

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ONKYO USA

Onkyo is a manufacturer of home theater systems, headphones, speakers, and hi-fi components. The journey of a potential Onkyo customer begins with awareness in one of their trade show exhibits, the next stage is consideration when compared with competitors like Bose, Sonos, and Vizio, then the customer can purchase any of their products online or in a showroom. The last stage is service which is also the post-purchase experience. Onkyo constomers can learn about their warranty and ask questions via email or phone call. Onkyo's target market includes millennials; who want to connect with a brand and Gen Xers, the conservative spenders. So far, Onkyo has established external partnerships with over five brands. They have also manufatured up to ten new products within the past year to keep up with trends and recent technologies.

METHODOLOGY

As requested, information on Onkyo USA pertaining to competitors, target market, customer journey, industry, and company analysis has been gathered. In reference to target market, while we attempted to focus on consumers in their early 20s to mid 40s, we found that reliable news sources such as the Pew Research Center categorize consumers by generations alone. Thus, we proceeded to do the same and zero in on millennials (22-36) and the generation X (37-52). Every other information was found by utilizing official websites, press releases, and publications.

ONKYO USA key buying stages

Onkyo is an electronic company that manufactures and sells home theater systems, headphones, speakers, and hi-fi components. The industry standard stages representing an Onkyo customer's journey are provided below:
  • Awareness: Onkyo regularly participates in trade show exhibits. In 2016, they participated in the Custom Electronic Design & Installation Association (CEDIA) to increase brand awareness and feature their main products. They also partnered with "Timex Multisport Team to become the exclusive performance headphones sponsor for [athletes] in the 2018 season." These and more are some of the ways consumers learn about their products. While they haven't put out any recent TV ads in the US, it appears the aforementioned methods work for them as evidenced by their strong presence in the media.
  • Consideration: With competitors such as Vizio, Sonos & Bose, consumers are presented with a lot of options. Onkyo stands out because of their "well-deserved reputation for innovation in the home theater category [and] adding Sonos’ functionality to their line-up of premium brands. Less than a month ago, the Onkyo HT-S7800 was ranked by Business Insider as the overall "best home theater system you can buy."
  • Purchase: Onkyo products can be purchased in any of the six specialty audio showrooms listed on their website (Abt, Safe and Sound Crutchfield, One Call, Electronics Expo, and Hidef Lifestyle). They can also be gotten at in-store showrooms including Best Buy, Worldwide Stereo, and Walts. Alternatively, one can buy their products exclusively on their website or on Amazon, Accessories4less, and more. They caution customers to not buy their products at unauthorized dealers like Infiniti Electronics and Bass Buys amongst others. The full list can be found here. Customers need to register their products after purchasing for warranty purposes.
  • Service: Their products have a warranty period of 1-3 years (parts and labor). Onkyo has a forum where staff and other product owners can respond to inquiries and general questions. Their customer service phone line is another quick way to reach them. One can also email them and get a response "within 24 hours or the next business day." Recently, some of their customers experienced an issue pertaining to "loss of audio/network connection." In May 2018, Onkyo issued a statement expressing their apologies, they also launched a 'special Customer Care Program' to directly address the issues and offered extended warranties. Based on reviews, it appears their customers are repeat purchasers, with some alluding to being customers for over 20 years.

ONKYO Target Market Analysis

  • Millennials: This generation is described as those between ages 22 to 36. "Older millennials have higher incomes, with 25- to 34-year-olds having an average household spend of $49,547 and households headed by those under 25 averaging $32,179." Generally, professional millennials do some preliminary research (product reviews, post-purchase experience, etc) on their mobile devices before shopping online or in a brick and mortar store. "When asked about the things that influence their purchase decisions, millennials over-indexed for 12 different factors including friends and family recommendations, in-store experience, and even their moods." This can be interpreted as wanting to connect and relate with a brand. Over 82% of millennials consider word-of-mouth as a main influence when choosing to purchase a product. While millennials do not find 'hi-fi' appealing, In 2015, they "accounted for 43% of all dollars spent on headphones" especially with the recent trend of headphones as a fashion accessory. They spend 18.5% of their income on electronics and hobbies which is more than any other generation. Before or after purchasing a product, they prefer to interact with a brand on social media (Twitter and Instagram) if they have any questions and/or concerns. According to the Pew Research Center, 65% of millennials have at least a bachelor's degree and are better educated than any other generation. They are also more diverse in terms of gender and race.
  • Generation X: This generation comprises adults between the ages 37 to 52. Roughly 52% have acquired a bachelor's degree. They spend 16.8% of their income on electronics and hobbies. According to American Express, "Gen Xers produce 31 percent of [the] total US income despite representing a mere 25 percent of the population," they have higher incomes in comparison with other generations. While this suggests that they might be more likely to invest in expensive electronics, they play it safe and shop conservatively. This means they need 'proof of [premium] performance' before they choose to buy a product. "To avoid regretting their expenditures, Xers won’t purchase a product until they’ve researched it thoroughly, which is why they make extensive use of search engines, online reviews, and social media networks before making a purchase." Gen Xers appreciate honesty and want brands that have straightforward messages. On average, the household spend of this generation is $66,981. They are referred to as the "small but financially powerful generation." When they find their brand of choice, they stay loyal and tell people about it.

Competitor Marketing Analysis

After understanding the products offered by Onkyo and their target market, we gathered three top competitors based in the US. They include Vizio, Bose, and Sonos.

ONKYO

Onkyo's slogan is simply 'pure sound.' They live up to their reputation by partnering with several other companies. In 2016, Google partnered with them among other companies, for WiFi connected speakers at a Consumer Electronics Show (CES) in Las Vegas. This allowed "consumers to stream music and other audio content directly from apps like Spotify, Pandora and SoundCloud" while also promoting their brand. With the help of brandwerks3, they implemented 'print, website, digital ads, and trade show booths' in order to attract "a younger and more female audience." They also sought out the counsel of Cargo Collection and Gibson Innovations to change their packaging into one that communicates a 'specific message' and "sets [them] apart from competitors while blending well with their existing portfolio." Another advantage Onkyo has over competitors is their range of products. They are one of the few companies that still manufacture and sell A/V receivers & processors, stereo receivers, CD players, and AMPS.

VIZIO

While Vizio is a well-known affordable brand in the television space, they also produce speakers and other sound bars. Still based in the US, In 2016, they were bought out by a "Chinese video streaming company [called] LeEco for $2 billion." The main strategy that led to their success is "the distribution trick that Vizio pulled off at its founding: becoming a value brand at a price-focused value retailer (Walmart), and at the same time positioning themselves as a value brand at quality-focused retailers (Costco and Sam’s Club)." This is in line with their mission of "creating beautifully simple products that redefine smart while putting the consumer first." In 2017, they partnered with Lucasfilm to create a campaign for ‘The Last Jedi,’ the latest Star Wars movie at the time. This campaign had over 90 million impressions. Their most recent TV ad is only 15 seconds and "ends with a clear brand message: Beautifully Simple."

BOSE

Bose is a renowned company "making sound systems, speakers, headphones and other audio equipments." They are well-known for their diverse kinds of headphones including 'conversation-enhancing headphones,' aviation headsets, and much more. Bose "relies on a low-key adverting policy. The company's main primary marketing strategy is to make its products available to the consumer directly with no middleman or resellers." They also advertise on Amazon and other e-commerce sites. Bose is an official sponsor of the NFL which means they can put out ads whenever there is a game. In 2016, they launched a campaign which encouraged football fans to "to upload videos of themselves performing their team’s chants on Facebook, Instagram and Twitter using the hashtag #LetsHearIt." Not only did they trend on Twitter, celebrities also got involved which led to more brand exposure. Their tagline is 'Better Sound Through Research." They reinforce this by carrying out extensive acoustic research. Their efforts led to creating the "world's first commercial noise-canceling headphones" now used even by professional pilots and 'space shuttle astronauts.'

SONOS INC.

Sonos Inc. manufactures audio products such as wireless speakers, headphones, loudspeakers, and home theater sets. They are mainly focused on speakers and offer various types with different shapes and sizes. In 2016, they launched a campaign, "You're Better Than This," which featured 'miserable' attempts to use sub-par speakers. Some include using a mug as a speaker and making use of old speakers with long cords that tangle. While there is no information on how many impressions the ad garnered, it was featured on several news platforms including an article by Forbes and several articles by Ad Age. Sonos also partnered with Amazon, Spotify, and Apple music. The Amazon collaboration allows "Alexa to control Sonos speakers." Furthermore, they have 'pop-up experiences with Airbnb.' They are set out to live up to their slogan, "all the music on Earth" by incorporating new technology such as voice-activated smart speakers.

ONKYO USA Industry and Company Analysis

Onkyo segments their products into home theater, hi-fi components, personal audio, and speakers. However, they only feature one type of headphones on their website. Competitors including Bose and Sonos offer a variety of headphones. Perhaps, Onkyo should begin diversifying headphones especially considering their plans to connect with 'younger audiences'. As mentioned previously, millennials are not interested in hi-fi components.

Another technology that most companies, including Sonos, are implementing is artificial intelligence and IoT (internet of things). It appears Onkyo plans to participate in this trend as evidenced by their launch of the VC-FLX1 smart speakers in January 2017 and VC-GX30 Smart Speaker in January 2018. Onkyo could implement machine learning as well, it could help them understand how customers use their products.

In March 2015, Pioneer sold its home theater entertainment business to Onkyo parent company (and Onkyo USA). The integration resulted in Onkyo being the majority shareholder, while Pioneer would be a minority shareholder. This partnership also opened doors for Onkyo USA in relation to more customers and collaborations.

In February 2017, Onkyo USA signed a distribution partnership agreement with AVAD that allows AVAD to distribute their products.

In September 2017, Jason Sausto became the CEO and sole owner of Onkyo USA, there were no other major changes to the relationship/corporate structure between Pioneer and Onkyo USA. However, In April 2018, it was announced that "Onkyo USA vice president of Sales and Business Development Joe Petrillo [was] promoted to Chief Operating Officer, while industry veteran Bob Weissburg joined the company in a newly created position as senior vice president."

In November 2017, Onkyo USA and Pioneer established a partnership with Hearing Components in order "to include premium eartips with the Rayz Plus Lightning-Powered Noise Cancelling earphones for maximum fit and comfort."

Onkyo USA launched two digital audio players (DP-X1A and DP-S1) in May 2017, two Hi-Fi stereo receivers (TX-8260 Network Stereo Receiver and TX-8220 Stereo Receiver) in September 2017, the PD-S10 Digital Audio Player in January 2018, and two AV receivers (TX-NR686 and TX-NR585) in April 2018. In fact, Onkyo USA will be the official headphones sponsor of the triathlon team Timex Multisport Team’s 2018 season. "The longest-running program in triathlon, the Timex Multisport Team consists of 50 triathletes ranging in backgrounds and abilities" who will be participating in 500 races. Onkyo USA has also signed product partnership agreements with Google Cast, Ironman, and Sonos. Their partnership with Sonos means their products are now "compatible with the Sonos® platform, earning the Works with Sonos badge [thus enabling] users to seamlessly stream music from their Sonos app to their receiver allowing them to enjoy music anywhere including their home theater." The Ironman brand "teamed up with Pioneer & Onkyo USA in a multi-year licensing agreement for branded sport and fitness headphones in the U.S. and Canada." The consumer electronics industry is experiencing "obsolete technologies, impatient consumers, slowing demand for products, and technology adoption." Onkyo seems to be on top of these challenges by providing up to par customer service and manufacturing smart speakers that are compatible with Amazon's Alexa and Google Assistant.

CONCLUSION

To summarize, the customer journey of a potential Onkyo customer begins with awareness in one of their trade show exhibits, consideration when compared with competitors like Bose, Sonos, and Vizio, purchasing any of their products online or in a showroom. The last stage is service which is also the post-purchase experience. Onkyo constomers can learn about their warranty and ask questions via email or phone call. Onkyo's target market include millennials; who want to connect with a brand and Gen Xers, the conservative spenders. So far, Onkyo has external partnerships with over five brands. They have also manufatured up to ten new products within the past year to keep up with trends and recent technologies.
Sources
Sources

Quotes
  • "People’s age and the generation to which they belong can offer a lot of insight about their attitude, outlook, and experiences. It also says a lot about their buying behavior."
  • "Before we dive into the report, here’s how we’re defining each generation: Millennials are ages 18 to 35 Generation Xers are 36 to 51"
Quotes
  • "Hi-Fi System market is estimated to grow at a CAGR of 5.20% over the forecast period to reach US$12.463 billion by 2022, from US$9.674 billion in 2017. Companies Mentioned Bose Corporation Panasonic Corporation Yamaha Corporation Harman International Sony Corporation Koninklijke Phillips N.V. Bowers and Wilkins Onkyo Corporation DEI Holdings, Inc. Sonos, Inc. OPPO Digital LG Electronics Samsung Electronics Tannoy Ltd."
Quotes
  • "Founded in 1946, Onkyo USA is known in the consumer electronics world as a premier manufacturer of audio and home theater technology. As the company made plans to exhibit at the Custom Electronic Design & Installation Association (CEDIA) 2016 show, they asked The Trade Group to design a 50’x50’ custom trade show exhibit that would accomplish four key goals:"
  • "Raise brand awareness while positioning Onkyo as an industry leader."
  • "Seamlessly feature both Onkyo and Integra product lines in one booth for the first time."
  • "Create an authentic home theater experience featuring the Integra, Onkyo and Onkyo RZ product lines."
Quotes
  • "Onkyo USA Corp’s exhibit debuted their 50’x50’ custom exhibit at CEDIA 2016 with four key goals in mind: celebrate Onkyo’s 70th anniversary, raise brand awareness while positioning Onkyo as an industry leader, seamlessly feature both Onkyo and Integra product lines in one booth, and create an authentic home theater experience featuring their product lines. A strict budget was in order as well, so TTG designed the exhibit with economical, high-impact fabric walls to define the space and showcase the product lines. "
Quotes
  • "Hi-Fi System market is estimated to grow at a CAGR of 5.37% over the forecast period to reach US$13.116 billion by 2023, from US$9.585 billion in 2017. Prominent key market players in Hi-Fi System market include Bose Corporation, Panasonic Corporation, Sony Corporation, Onkyo Corporation, LG Electronics, Bowers and Wilkins, Harman International, and others. These players are adopting various strategies such as new product launch, M&A, partnerships, and business expansion to gain competitive advantage in the global Hi-Fi System market. In 2016, Bose announced the expansion of its strategic partnership with Flex, a global leader in manufacturing under which the former has greater access to Flex’s supply-chain solutions, thereby accelerating the speed-to-market across the globe. "
Quotes
  • "Onkyo USA has made two key additions to its senior leadership team. Onkyo USA vice president of Sales and Business Development Joe Petrillo has been promoted to Chief Operating Officer, while industry veteran Bob Weissburg has joined the company in a newly created position as senior vice president."
Quotes
  • "Pioneer & Onkyo U.S.A. Corporation, a leading producer of high-quality audio and video products, recently partnered with Hearing Components, Inc., the manufacturers of Comply™ Foam earphone tips, to include premium eartips with the Rayz Plus Lightning-Powered Noise Cancelling earphones for maximum fit and comfort."
Quotes
  • " Onkyo transducers which allow sound to travel through solid surfaces without cutaways so that functionality like voice control can be applied to a wide variety of products. Introduced at CES 2017 and available now for $249.99, the Amazon® Alexa-enabled Smart Speaker VC-FLX1 boasts the sound pedigree befitting Onkyo’s 70-year heritage and boasts a features list that makes it more of a family concierge than a simple smart speaker. To start, the VC-FLX1 comes with a wide-angle HD video camera for video/voice calls and room monitoring. Onkyo continues to astound with its digital audio players (DAPs) and the PD-S10 Digital Audio Player with Bluetooth® and Wi-Fi is no exception. Machined from a solid block of aluminum, the PD-S10’s accessible design includes a responsive touchscreen which allows owners to control the device with one-hand."
Quotes
  • "The Ironman brand has teamed up with Pioneer & Onkyo USA in a multi-year licensing agreement for branded sport and fitness headphones in the U.S. and Canada."
Quotes
  • "It was CES 2012 when we first reported the news that Gibson Guitar (now Gibson Brands) had purchased a significant stake in Onkyo Corporation in an unexpected alliance between a brand that has been an audio industry stalwart The company has come through a challenging period of debt issues, credit downgrades, financial manager turnover, selling off assets, and recently a debt restructuring package that has resulted in a reduction of some of their immediate debt pressures."
Quotes
  • "Purchase Exclusively Online Accessories4less.com, Amazon.com, US Appliance, MusicDirect, Woot!, AcousticSoundDesign, Sound Distributors, newegg.com, meh, ProjectorPeople.com and ONKYO store."
  • "Purchasing online or visiting a Specialty Audio Showroom Abt, CRUTCHFIELD, 1oneCALL, ELECTRONICS expo, HIDEF lifestyle, SAFE AND SOUND."
  • "Purchasing online or interested in visiting an in-store showroom Best Buy, BrandsMart USA, Frys.com, Worldwide Stereo, ABC Warehouse, Hawthorne, Nebraska Furniture Mart, P.C. Richard and Son, Bose, B and H, Electronic Express, RC Willey, Walts, Stereo Advantage, Audiolab, Huppins and UO."
Quotes
  • "Smart Speaker market size will grow from USD 2 Billion in 2017 to USD 11.42 Billion by 2023, at an estimated CAGR of 33.65%. The base year considered for the study is 2017, and the market size is projected from 2018 to 2023."
Quotes
  • "According to the new market research report, the smart speaker market was valued at USD 2.68 billion in 2018 and is expected to be worth USD 11.79 billion by 2023, growing at a CAGR of 34.44% between 2018 and 2023. The growth of this market can be attributed to rapid proliferation of multifunctional devices, growing trend of personalization, rising disposable income, and increasing number of smart homes. "
Quotes
  • "Onkyo Corp and Onkyo USA today announced that its network receiver brands are now certified and compatible with the Sonos® platform, earning the Works with Sonos badge. This enables users to seamlessly stream music from their Sonos app to their receiver allowing them to enjoy music anywhere including their home theater."
Quotes
  • "Quick Order Look Up Your email address: Last 4 digits of your credit card: OR Order Number: Password: "
Quotes
  • " Onkyo USA today announced two new 7.2-channel Network A/V Receivers: TX-NR686 (MSRP: $649 USD / $899.99 CAN) and the TX-NR585 (MSRP: $549 USD / $749.99 CAN). Both units say goodbye to the days of complex home cinema operation as the Graphical User Interface (GUI) over HDMI is very simple to navigate. "
Quotes
  • "The Onkyo USA Corporation store by Digital River offers a 30-day money back guarantee."
  • "To request a refund, contact Customer Service."
  • "Physically shipped purchases that are in stock are processed immediately upon completion and may not be able to be cancelled prior to shipment. If your order cannot be cancelled, you will get an email notification when the order is shipped. You can also look up your order to view the shipping status of your order. To request the cancellation, please contact "
  • "After receiving your returned product(s) and/or your completed letter of destruction (ELOD or LOD), your refund will appear in your account within 5 to 7 business days. Please be aware that if you purchased using a method other than credit card, you may be prompted to provide bank details so we may credit your account."
Quotes
  • "Onkyo U.S.A. Corporation (hereinafter referred to as "ONKYO") hereby warrants all Onkyo brand products ("Products") PURCHASED DIRECTLY FROM ONKYO OR AN INDEPENDENT ONKYO AUTHORIZED DEALER, in accordance with the following terms and conditions for the periods indicated. During the "Labor" Limited Warranty period there will be no charge for covered labor charges performed by an ONKYO Authorized Independent Service Center. During the "Parts" Limited Warranty period, there will be no charge for replacement parts installed by an ONKYO Authorized Independent Service Center."
  • "This LIMITED WARRANTY shall be valid from October 1, 2016, and shall apply to Products sold after that date. ONKYO may amend the terms of this LIMITED WARRANTY and its clauses, or applications from time to time without notice; however any such changes shall only apply to Products purchased after the effective date of change. To obtain a copy of the ONKYO Limited Warranty in effect on the date that you purchased your Product, please contact ONKYO U.S.A. Corporation in writing by mail at; 18 Park Way, Upper Saddle River, NJ 07458 Attn: Warranty Department, or at warranty@us.onkyo.com."
  • " WARNING: IF YOU PURCHASE AN ONKYO PRODUCT FROM AN UNAUTHORIZED INTERNET DEALER, YOUR ONKYO WARRANTY WILL NOT BE VALID. Click here to view a list of UNAUTHORIZED RESELLERS."
Quotes
  • ""Given their busy lifestyles and, in many cases, growing families, millennials' spending habits differ quite significantly from their elders,""
Quotes
  • "Under the Fair Credit Billing Act, your bank cannot hold you liable for more than $50.00 of fraudulent charges. If your bank holds you liable for any of this $50.00, Digital River will cover your entire liability, up to the full $50.00. "
  • "In the unlikely event your software downloaded from a Digital River network member contains a virus, Digital River agrees to either replace the affected software or refund the purchase price plus any shipping costs associated with the affected software. Digital River's liability is limited to the replacement or refund of only the virus-infected software downloaded from a Digital River network member."
  • "Because we accept sensitive information from shoppers (name, mailing address, credit card number, and so on) Digital River uses VeriSign® Secure Socket Layer (SSL) technology to protect personal shopper information."
Quotes
  • "The industry faces several challenges such as obsolete technologies, impatient consumers, slowing demand for products, and technology adoption. "
Quotes
  • "-I forgot my order password. -I need to lookup my serial number or activation code. -I need to know your refund policy. -I need a copy of my invoice."
  • "We are pleased to announce that as of June 12, 2017, our online store is migrating to a new integrated shopping platform. Club Onkyo will be closed and Club Onkyo points can no longer be earned. Any existing points that you may have will be redeemable on Onkyo’s new online store at store.onkyousa.com via new redeemable coupon codes. Onkyo will notify current Club Onkyo members of their earned points balances and provide redeemable coupon codes to former Club Onkyo members on or about 7/29/2017."
  • "For technical assistance with the installation, activation, use, or uninstallation of your product(s), please contact Technical Support at: Technical support email: onkyoadmin@us.onkyo.com"
Quotes
  • "Service Center Locator Choose a way to search: State: - OR - Zipcode: "
  • "About Onkyo Authorized Dealers Because Onkyo is committed to providing consumers with high quality, reliable products, we sell our products through a network of authorized dealers. We train Onkyo Authorized Dealers to properly demonstrate, give guidance on proper installation and provide after-sale support for our products. All Authorized Internet Dealers display the Onkyo Authorized Internet Dealer logo on their Websites."
Quotes
  • "From Baby Boomers to Generation Z, each generation has its own defining political and cultural traits that have characterized their coming-of-age and shopping habits."
  • "As of now, there are four major generational demographics that economists have recognized as distinct markets: Baby Boomers, Gen X, Gen Y (more popularly known as Millennials,) and Gen Z—each of which is unique in their perspectives on marketing tactics and purchasing preferences."
  • "If retailers want to make their products available to each generation in the best way possible, they need to adapt their brand experience in a way that accommodates all the options that these groups rely on. That’s why we gathered all the data you need to know just what each generation is looking for."
Quotes
  • "(TORRANCE, CA, May 8, 2018) – Underscoring the uncompromising performance and comfort of its sports earphone lineup, Pioneer & Onkyo USA Corporation today announced that it has partnered with Timex Multisport Team to become the exclusive performance headphones sponsor for the 2018 season. As a part of the agreement, Pioneer & Onkyo USA Corp will supply team members with a selection of Pioneer Sport ear phones for use during training sessions, while the Pioneer logo will be prominently featured on the team’s racing apparel."
Quotes
  • "Pioneer & Onkyo U.S.A. Corporation today announced that they have signed a multi-year licensing agreement with IRONMAN, a Wanda Sports Holdings company, for the right to produce IRONMAN®-branded sport and fitness headphones IRONMAN®-branded sport and fitness headphones in the United States and Canada. As part of the agreement, Pioneer will be participating at select IRONMAN Village events, and the companies are currently exploring additional cross-promotional opportunities."
Quotes
  • "Given these factors, each segment of millennials — both juniors and seniors — has purchasing power. Juniors are slightly more inclined to shop online for specialty and luxury goods, especially those that they see being hyped up on social media. Seniors are the segment more likely to buy children’s clothes, toys, home goods and services. You’ll probably see them shopping for groceries at Walmart too, while their younger counterparts are heading to Whole Foods or The Fresh Market. It’s time for brands to zero in on these different segments of millennials in order to better connect with them and get them the right content — at the right time, in the right way."
Quotes
  • "Pioneer & Onkyo USA has signed a multiyear licensing deal with Ironman, unveiling the first fruits of its partnership: athletic earphones. "
  • "Ironman, a Wanda Sports Holdings company, operates a series of triathlons, marathons and other athletic events. The Pioneer SE-E3M Ironman Sports wired earphones feature 10mm dynamic drivers, flexible ear hooks, sweat and water resistance, and three sizes of ear tips. Frequency response is listed at 8Hz to 22kHz."
Quotes
  • "Here are our top picks for the best home theater systems: Best overall: Onkyo HT-S7800 Best for less than $600: Yamaha YHT-5920UBL Best for less than $300: Vizio 36-inch 5.1 SmartCast Sound Bar System Best wireless system: Enclave Audio CineHome HD Best high-end system: Bose LifeStyle 650 *Additional comments: Source shows the best home theater systems, and criteria states to focus only in Onkyo US top competitors, thus, I presented top 3 competitors that are based in US namely: Vizio, Enclave Audio & Bose. "
Quotes
  • "Par. 1, Onkyo Corp and Onkyo USA today announced that its network receiver brands are now certified and compatible with the Sonos platform, earning the Works with Sonos badge. This enables users to seamlessly stream music from their Sonos app to their receiver allowing them to enjoy music anywhere including their home theater. Par. 2, The Works with Sonos certification program certifies that the integration meets the Sonos high bar for experience, and that products will seamlessly connect with the Sonos Home Sound System. Par. 4, “Onkyo has a well-deserved reputation for innovation in the home theater category and is a welcome ecosystem partner, adding Sonos’ functionality to their line-up of premium brands,” "
Quotes
  • "Onkyo USA Corporation manufactures audio/video components and home theater systems. It offers receivers, such as home theater and stereo receivers; iOnly compact music and docking systems; and remote applications, such as remote applications for Apple iPhone/iPod touch and Android. The company also provides DVD players, amplifiers, preamplifiers, mini systems, speakers, home theater systems, CD players, cassette players, tuners, and accessories. "
Quotes
  • "Par. 3, Vizio, who's been making sound bars for the past few years has taken the idea of the small, good-sounding speaker system and coupled it with some "smart" elements. Par. 4, The speakers themselves have a clean, modern look that should fit with the decor regardless of where they're set. If you have a larger, open living room, all the better, but they didn't look out of place in my small space. Par. 6, Instead of the traditional cube, their subwoofer is now a flattened rectangle. It looks great, and produces a substantial amount of bass. Like its TVs, Vizio's sound bars now have Google Cast support built right in. Last Par., Vizio has made a great surround-sound speaker system that sounds great while being apartment-friendly. "
Quotes
  • "Today, the company's top-selling TVs, displays, audio devices, and other consumer electronics continue to align with the brand's mission of creating beautifully simple products that redefine "smart"​ while putting the consumer first."
Quotes
  • "Par. 3, Vizio’s success came from two different disruptive concepts. The first was leveraging the Asian supply chain to build a quality product at an affordable price and exploiting that capability to create a unique distribution strategy. No one should ever underrate the distribution trick that Vizio pulled off at its founding: becoming a value brand at a price-focused value retailer (Walmart), and at the same time positioning themselves as a value brand at quality-focused retailers (Costco and Sam’s Club). This distribution Jedi mind trick is one of the best distribution strategies ever conceived, and has carried Vizio’s success all the way into the present day. Using the rapidly expanding efficiencies of the Asian supply chain to create a good enough product, just as the industry would be confronted with a reinvention of the concept of value and quality in a digital world was both great timing and a masterful reading of the changes that flat panels and digital were about to wreak on the TV industry. "
Quotes
  • "See Vizio, VIZIO’s mission is to deliver the ultimate entertainment experience through our community of connected consumers, advertisers, and media providers. Through our connected entertainment platform, VIZIO is transforming the way consumers discover and experience media content. Since our founding in California in 2002, VIZIO has built an industry-leading brand and sold over 75 million products, including televisions, sound bars and other devices. VIZIO is a leading HDTV brand in America and is the #1 sound bar brand in America. VIZIO product leadership is highlighted by a number of industry reviews and awards, making the 2016 collection the most awarded in company history. The VIZIO SmartCast P-Series, M-Series and E-Series Home Theater Displays all received Reviewed.com Editor’s Choice awards and are all listed as CNET’s “Best TVs of 2016.” The VIZIO M-Series SmartCast Home Theater Display was awarded Editor’s Choice from CNET with an 8.8 rating and the VIZIO SmartCast 65” E-Series Home Theater Display (E65u-D3) was awarded Reviewed.com’s "Best TV of the Year” award for 2016. Also, the VIZIO D-Series earned a 2016 Editor’s Choice award from PC Magazine. "
Quotes
  • "Par. 2, the wireless revolution has finally found its way to the home theater: WiSA, a new, ridiculously easy-to-use technology lets you conveniently position speakers all around your living room for optimal sound. The amplifier is gone, and so are the pesky wires you once needed to run to each speaker. Par. 3, A system like this is a huge step up from a soundbar, the elongated speaker-packed box that tries to fire sound every which way. Always a compromise, even the best soundbars can’t deliver the realism that discrete speakers can. While Sonos, a company known for masterminding whole-home wireless audio products, has for years offered a setup that combines a soundbar and wireless rear-channel speakers, even that falls short of true surround sound. Par. 4, New WiSA systems from Bang & Olufsen, Klipsch and newcomer Enclave Audio deliver the real deal. All support five to seven speakers (plus a subwoofer) that each has its own built-in amplifier and wireless receiver. Rather than having to snake an audio cable across the floor (or hiring someone to pry off your baseboards to run wires behind the walls), you’ll only need one cable for each speaker: a power cord. And because the speakers establish their own Wi-Fi network instead of using yours, they can deliver high-resolution audio data without mucking with your Netflix stream. "
Quotes
  • "How we're different We do not require the use of your home internet network to function. No messing with router configurations, network settings, firewalls, etc. Just unbox, place your speakers, add your sources to the Enclave Smart Center, power up, and your done. Affordably Priced With every other WiSA certified solution on the market starting in the multiple thousands of dollars, we bring audiophile quality audio to the masses at an everday accessible price, wirelessly. New Technologies Innovation, affordability, quality. Enclave Audio. ABOUT US We make home theater simple with the setup time of a soundbar and sound of a movie theater. "
Quotes
  • "Early market adoption. With the increase in consumer power in the audio industry, numerous brands have already integrated wireless technology into an assortment of products. Early adopters such as Bang & Olufsen, Klipsch, Enclave and Axiim have brought high-performance systems to market that have been well received, prompting several key retailers to allocate floor space to wireless home theater solutions as these differentiators continue to resonate lucratively with consumers."
Quotes
  • "Par. 1, Bose Corporation is an American privately held company and a leading player in the audio equipment industry. The company is based out of Framingham, Massachusetts United States of America. Dr.Amar G. Bose, a product of Massachusetts Institute of Technology, founded the company in 1964. Par. 2, Bose is best known for the manufacture of home audio systems and speakers, professional audio systems, noise cancelling headphones, and automobile sound systems. It specialises in wireless technology. The company also has to its credit R&D work in the areas of suspension technologies used for heavy-duty trucks and cars, and the subject of cold fusion. “Product in the Marketing Mix of Bose :” ...Bose has an edge over the others due to the sheer spectrum of products offered by it. It has also successfully delved into areas like suspension technologies for automobiles. “Price in the Marketing Mix of Bose :” Bose Corporation caters to a niche target audience and relies on minimal advertising. Its products are more highly priced than close competitors like Sony. However, it’s important to mention that most of its products are high-end because they are innovative and with excellent sound system. The components and speakers also come at a high price. “Promotions in the Marketing Mix of Bose :” Bose Corporation relies on a low-key adverting policy compared to its competitors in the industry or for that matter other similar multinational giants. The company’s primary marketing strategy is to make its products available to the consumer directly with no middleman or resellers. To this end, Bose has focused on selling through exclusive stores that the company has set up. E-commerce websites are another option to make its products available to the consumers. The strategy of minimal advertising is a little surprising considering in consumer durable goods segments, product features often undergo change and consumers need to be communicated on the same actively. However, the company believes in targeting a niche market and holding people’s attention with its innovative and atypical products. Due to this nature of the company, competitors like Sony and LG are moving higher in the value chain and commanding a lot more consumer attention. As a corporate brand, it is said to be a company that reinvests 100% of its profits back into the company for growth and development. "
Quotes
  • "Product: Bose is a world leader in making sound systems, speakers, headphones and other audio equipment as a part of its marketing mix product strategy. Bose has been known to be protective of its patents, trademarks and brands. Price:Bose being a product focused brand has second most expensive average shelf price in the speaker’s category behind Onkyo. The average price of Bose is approximately $120. The price range does not decline over time as generally seen in other electronic devices like mobile phones. Place: Bose, based in the USA has its presence across the globe including technologically advanced countries like Japan and South Korea. It has its products available across various types of stores: Bose Stores, Bose Factory Outlet, Bose Airport Kiosks, Bose Personal Audio Store and Bose Showcase Stores. Promotion: Bose applies product focused approach in reaching target audiences. Bose markets its products through premium brand reputation. It follows a low key advertising policy compared to its competitors in the industry. This is derived by the company’s believe in targeting a niche market and holding people’s attention with its innovative and atypical products. Bose’s creative segment advertises through videos that intensify emotions, serenity and how the brand’s headphones can help you. Also it markets online via E-commerce sites like Amazon. Despite all these promotions, the amount spent on advertising is minimal and Bose is said to reinvest all its revenues into production and development. "
Quotes
  • "Another great way to get your brand known on the web is to deliver ultra valuable, gorgeous looking content to share on other blogs. Guest posting (despite what some might tell you) is still a powerful way to get your name known in your industry."
  • "Another great brand building strategy is to get involved with local partnerships (this is tremendously important for local-oriented businesses, but can be applied for other businesses as well). Partner with other local businesses to hold join intro seminars or festivals. Sponsor local sports teams and donate to charity events. Getting your brand plastered around festivals and events will do big things for your brand."
Quotes
  • "A better way to think of it is like a persona. It is representative of a typical experience. In fact, customer journey maps are much like personas. The difference being is that they focus more on tasks and questions. They also express the customer’s experience over time, rather than as a snapshot. That means the two work well together. A persona focuses on the person, while a customer journey map focuses on their experience."
  • "Many organisations already have some information about users. In fact, you might meet resistance from those who feel that repeating this exercise would be a waste of time. That is why gathering existing research is a good start. Often, this research will be out of date or buried in a drawer somewhere."
  • "There are two types of research: analytical and anecdotal."
  • "You can turn to many sources for data about users. The most obvious is website analytics, which provides a lot of information on where users have come from, and what they are trying to achieve. "
  • "Social media are also a useful source of data. Tools such as SocialMention tracks mentions of a brand and whether those mentions are positive or negative. "
  • "Finally, consider running a survey. That will help you build a more detailed picture of users’ questions, feelings and motivations."
  • "Although data can build a compelling case, it does not tell a story by itself. For that, you need anecdotes of user experiences."
  • "Typically customer journey maps appear as infographics, but they could be a storyboard or even a video."
Quotes
  • "As more millennials enter the workforce, the purchasing power of this generation increases, and both marketers and researchers are interested in how millennials choose to spend their paychecks"
Quotes
  • "Your ONKYO warranty will be void if you purchase from (and not limited to) the following list of unauthorized dealers: #1 in Service-Amazon #1 Source AA Electronic Deals (on Amazon) Alex Tech Always bargain A to Z Special Offers Audio Video Sales Guy [and more]."
Quotes
  • "Hi Onkyo Users, We deeply regret any frustration or inconvenience this situation may have caused. As part of our commitment to quality and customer service we have determined that a limited number of Onkyo Brand receivers manufactured between 2009 and 2012 may experience loss of audio or loss of network connection. This malfunction has been traced back to a defective network chip."
Quotes
  • "Prominent US think tank Pew Research Centre has announced that they will only apply the term millennial to those born between 1981 and 1996 meaning that if you're not currently aged between 22 and 36, you're out."
Quotes
  • "Well it’s quite simple really, HiFi manufacturers are not playing up how green they are, and millennials, it turns out, are quite green. This is not to say that HiFi isn’t green, it is on many levels, but this isn't coming out in the marketing. Online and Social marketing, by the way, is another area that HiFi is slipping in. This is unfortunate as well, because millennials are quite familiar with the power of marketing and ironically don’t seem to mind it too much – they see it as a fact of life in their magazines, on TV, in movies, and online. Being online, by the way, doesn't just mean having a website. Millennials aren’t interested in just that. They are looking for engagement. Don’t bother killing trees with glossy brochures and putting a logo on a pen, either (a pen, are you kidding? People still use those?). Millennials don’t just see the web as a treasure trove of information, they also see it as a medium that is efficient, immediate, and everywhere. Consequently it is also a greener alternative to print."
Quotes
  • "The importance of young consumers to the stereo headphone market is well known. The emergence of Beats by Dre ushered in the headphone as a fashion accessory trend, which appealed most strongly to consumers 34 and under. In fact, consumers in that age range accounted for 43 percent of all dollars spent on headphones in 2015, up from just 31 percent in 2013."
Quotes
  • "Today’s young adults (Millennials ages 21 to 36 in 2017) are much better educated than the Silent Generation. "
  • "Three-in-ten Millennial men (29%) have at least a bachelor’s degree, compared with 15% of their young Silent counterparts. These higher levels of educational attainment at ages 21 to 36 suggest that Millennials – especially Millennial women – are on track to be our most educated generation by the time they complete their educational journeys."
  • "Millennials are much more likely to be racial or ethnic minorities than were members of the Silent Generation"
Quotes
  • "Gen X’s spending power is disproportionate to their numbers. In the United States, the 60 million members of Generation X constitute 25 percent of all adults—in sheer numbers, they’re the third-largest generation (after boomers and millennials). But Gen X has more spending power than any other generation, with 29 percent of estimated net worth dollars and 31 percent of total income dollars."
Quotes
  • "With all this hype about Baby Boomers and Millennials, marketers have virtually forgotten about a generation that should not be overlooked: Generation X. Born between 1960 and 1980 – now ages 35 to 55-years-old – few marketers seem to be focusing on the demands and needs of this profoundly influential generation. And the fact of the matter is, marketers should not be. Despite their small numbers, the influence of Gen X is unquestionably mighty. "
Quotes
  • "All of these companies are going to add Google Cast to their internet-connected loudspeakers this year, allowing consumers to stream music and other audio content directly from apps like Spotify, Pandora and SoundCloud, much in the same way one plays content on Google’s Chromecast streaming adapter."
Quotes
  • "Companies like audio component manufacturer Onkyo that had a history of excellence in sound performance were challenged to maintain their identity and market advantages in light of access to greater competition. Onkyo determined that they needed to refresh its brand so that it would communicate product differentiators. They also needed to broaden the appeal of their audio products within a younger and more female audience. Onkyo called on brandwerks3 for help."
Quotes
  • "To create a packaging design for Onkyo's new range of headphones and speakers—communicating the brand essence of design precision and ‘pure sound’—that sets it apart from its competitors while blending well with Onkyo’s existing portfolio. Solution: Each side of the package served its own intent and purpose in communicating a specific message about the product and brand: 1) The front panel attracted consumers with the product as the main highlight and a clear description of the product. 2) The side panel to the left contained specifications in simple pictograms that consumers find valuable in deciding the purchase of the product. 3) The back panel consists of infographics with key facts, illustrations and photographs that define sound quality, and alternate angles of the product. 4) And lastly, the side panel to the right nods to Onkyo’s heritage with the tagline “Pure Sound. Since 1946.” "
Quotes
  • "Irvine-based Vizio has agreed to be bought by Chinese video streaming company LeEco for $2 billion, the companies announced Tuesday. Vizio’s hardware and software business will operate as a wholly owned subsidiary. Its data business, Inscape, will operate as a privately owned company."
Quotes
  • "Star Wars: The Last Jedi VIZIO: Star Wars: The Last Jedi Premiered on: FS1 College Football Pregame, Fox Sports 1 VIZIO data for the last 30 days Impressions: 90,379,747 (17% of industry) Est. TV Spend: $3,042,300 (27% of industry) Attention Score: 95.43 Attention Index: 163 (63% fewer interruptions than avg.)"
Quotes
  • "VIZIO is selling produce benefits, but it ends with a clear brand message: Beautifully Simple. It makes the choice of choosing VIZIO easy."
Quotes
  • "Enclave Audio was formed in 2013 with a focus on simplifying the home theater experience through the creation of wire-free audio solutions."
Quotes
  • "SHOP ALL HEADPHONES NEW SPECIAL OFFERS OUTLET EARPHONES OVER-EAR HEADPHONES NOISE CANCELLING HEADPHONES WIRELESS HEADPHONES SPORTS HEADPHONES SOUNDWEAR AVIATION HEADSETS NOISE-MASKING SLEEPBUDS CONVERSATION-ENHANCING HEADPHONES HEADPHONE ACCESSORIES"
Quotes
  • "The #LetsHearIt campaign originated during last year’s Super Bowl, the first time Bose decided to approach the event with a social-first campaign. In 2016, the brand worked with 360i to transform fans’ tweets into lyrics for mini music videos. These tweets were set against a variety of music including country, gospel and even Norwegian metal. While Bose advertises TV spots during the regular NFL season, it has never broadcast an ad in the Super Bowl."
Quotes
  • "The company is one of the leading brands in audio and has been making speakers, headphones and audio equipment based on deep research into acoustics for just over a half a century. In the 1960s, the company devised an entirely new way of designing speakers. Later, it introduced the world's first commercial noise-canceling headphones, and it became the first company to design bespoke audio systems for cars. Bose headphones are worn today by professional pilots and have been worn by space shuttle astronauts. Its car audio systems have been factory-installed in luxury brands such as Maserati and Maybach. And it still sells updated versions of its first product, the Bose 901 speaker."
Quotes
  • "Sonos, Inc. designs, develops, and produces audio products. The Company offers charging cradle, music players, alternating current adapters, controllers, wireless speakers, and loudspeakers. Sonos serves customers worldwide."
Quotes
  • "Sonos, which hit nearly $1 billion in sales last year, according to reports, has been on a tear recently to expand its reach. On Tuesday, the company announced new partnerships with Spotify and Amazon; the news follows a collaboration with Apple Music earlier this year. The Amazon effort will allow Alexa to control Sonos speakers. Since its 2002 founding, Sonos has received some $455 million in venture capital funding, according to Crunchbase."
Quotes
  • "Sonos is launching a new ad campaign that wisely points out the delta between our appreciation for music and the sometimes embarrassing steps we'll take (or won't take) to reproduce it. The insight is so simple and smart even a dog can hear it. And the work is wildly compelling. It first embarrasses us, then complements us. Whether or not we have sophisticated sound systems at home, we have all had moments like those shown in this spot. Crowding around an iPhone listening to only the treble of a song, concocting make-shift speakers out of cups or whatever is around, getting tangled up in audiophile Monster cables (pun intended)."
Quotes
  • "Smart Speaker G3 with the Google Assistant Built In (White) VC-FLX1 New! Smart Speaker VC-FLX1 Amazon® Alexa Enabled Wide-angle HD video camera for video/voice calls and room monitoring (lens Cover included) Store recorded video footage on associated cloud service VIEW DETAILS "