JBL’s festive season marketing strategy is ‘Engineered for Emotion’

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JBL’s festive season marketing strategy is ‘Engineered for Emotion’

In conversation with Adgully, Vikram Kher, Vice President – Lifestyle, HARMAN India, sheds a light on how JBL is gearing up for the festive season this year, and what the consumers expect from this festive season. He further shares his observations on the evolution of consumer behaviour towards audio products during festivities in the past few years and how JBL is devising its campaigns catering to the evolving consumer expectations, how JBL is catering to the tastes and preferences of Gen Zs, and what kind of market research goes behind designing its festive campaigns, and more.

Could you shed light on how JBL is gearing up for the festive season this year? What can the consumers expect from it during this festive season?

We have geared up for the festive season with our “Engineered for Emotion” campaign, running from September to November 2024. This campaign emphasizes how JBL products go beyond delivering superior sound, evoking deep, meaningful emotions. As part of this initiative, JBL has launched various digital films featuring JBL’s premium quality products like the Live Beam 3 TWS (smart case with a screen), Live 770NC Headphones, the flagship Tour One M2 Noise Cancelling Headphones (with Special Sound), and PartyBox Ultimate (with Dynamic light show and Pro Sound), each showcasing the unique emotional experiences these products can invoke.

Recognizing India’s cultural diversity, JBL has rolled out region-specific campaigns to resonate with local festivities. For example, the “Heart of Sound with the Spirit of Onam” campaign in Kerala featured exclusive discounts, an on-ground activation called “Be a Co-RJ” at Lulu Mall, Cochin, and the “Sounds of Kerala Contest” in partnership with Red FM, where participants could win prizes by identifying iconic Kerala sounds. Similar promotions were conducted for Ganesh Chaturthi in Maharashtra, Goa, and Karnataka.

JBL is also expanding its reach nationwide through strategic advertising at five of India’s busiest airports. Additionally, the brand has partnered with Indigo Airlines to offer special deals to travelers, capitalizing on the increased travel during the festive period.

To enhance the festive joy, JBL is offering exciting deals and Credit Cards/ Debit Cards/ paper finance affordability options, including 15% cashback or one EMI free, and other special discounts. Furthermore, JBL has special offers for 500,000 Indigo flyers, with QR codes available in-flight for purchasing JBL products.

We are also organizing engaging in-store events and social media contests to create an interactive and rewarding experience for consumers throughout the festive season.

Could you share your observations on the evolution of consumer behavior towards audio products during festivities in the last few years and how is JBL devising its campaigns catering to the evolving consumer expectations?

The festive season has always driven increased consumer demand, but in recent years, we have seen a shift in how consumers view audio products. Audio devices are no longer just functional tools but lifestyle statements reflecting personal tastes and preferences.

A clear trend is also emerging, wherein consumers are getting more inclined to go for premium brands with superior sound quality and brand equity.

JBL has adapted to these evolving trends by aligning its festive season marketing approach with consumer desires for superior quality, versatility, and personal expression. We highlight how our products enhance festive moments, whether it’s a portable speaker for outdoor gatherings or premium headphones for personal retreats during the celebrations.

By adapting to these changing consumer preferences, JBL positions itself as the go-to choice for premium audio experiences during the festive season.

How is JBL catering to the tastes and preferences of Gen Zs and what kind of market research goes behind designing its festive campaigns?

JBL caters to Gen Z by combining innovative product design with targeted marketing strategies, driven by extensive market research. We create products that blend cutting-edge technology with vibrant designs, allowing personal expression – core traits that resonate with Gen Z’s desire for individuality and technological advancement.

Some of our campaigns on Live Beam 3 Noise Cancelling TWS (innovative smart case with a screen) and JBL Tour One M2 Noise Cancelling Headphones with capabilities like Personi-Fi 2.0 enable the Gen Zs and millennials to customize the audio matching to their listening profiles through interactive customization tools.

This festive season, JBL’s marketing approach is informed by insights from a Kantar survey, leading us to emphasize a digital-first strategy. The campaign leverages popular social media platforms and collaborations with influencers to build authentic connections with this tech-savvy generation.

JBL’s market research includes social media analysis, surveys, and focus groups to stay updated on Gen Z’s cultural trends, music preferences, and digital habits.

How is JBL expanding its reach through strategic collaborations?

JBL is expanding its reach through strategic collaborations, positioning itself at the forefront of the audio industry.

Regionally, we have partnered with Lulu Mall in Cochin for an on-ground activation called ‘Be a Co-RJ’ and collaborated with Red FM for the ‘Sounds of Kerala Contest.’ In the sports space, JBL is the Official Audio Sponsor for the Delhi Capitals in the Women’s Premier League 2024.

Additionally, JBL is nurturing young musical talent through its collaboration with the Martin Garrix Music Academy.

Along with all major online and offline partners, JBL has also collaborated with Quick Commerce players like Swiggy, Zepto, and Blinkit to deliver our fast-moving JBL products in the top 12 cities.

These collaborations allow JBL to connect with diverse audiences across various sectors and regions.

What are the strategies JBL is employing to stay ahead of its competitors and in alignment with the market trends? How is it elevating the audio-listening experiences of its consumers?

JBL stays ahead of its competitors by continuously innovating and integrating the latest technologies into its products. We focus on creating customizable, portable designs that cater to modern consumers’ needs for versatility and personal expression. Features such as smart voice assistants, adaptive noise cancellation, and AI-driven sound optimization align with current market trends and provide users with a personalized, intuitive audio experience.

A key part of our strategy is sustainability. By incorporating eco-friendly materials into our product line, JBL meets the growing demand for environmentally responsible choices. This balance of innovation and sustainability ensures that JBL stays relevant and competitive in the rapidly evolving audio market.

What are the innovations and developments in JBL in 2024?

In 2024, JBL introduced key innovations that focus on advanced technology and sustainability. One of the most notable is the launch of the JBL Authentics Series, which integrates both Amazon Alexa and Google Assistant into a single device—a first in the industry.

We have also introduced the Live Beam 3 true wireless earbuds, featuring a Smart Charging Case with a touch screen, allowing complete control of the product without needing a smartphone.

On the sustainability front, JBL has released the CLIP 4 Eco and Go 3 Eco, durable speakers made from 90% post-consumer recycled plastic and 100% recycled fabric, continuing our commitment to environmental responsibility.

Could you share your insights surrounding the trends, challenges, and opportunities in the audio products market in India currently and the rise in demand for premium home audio and portable audio products?

India’s audio products market is experiencing substantial growth, driven by an increasing demand for premium, high-quality products such as headphones, earbuds, and home theater systems. Consumers are also showing a strong preference for smart audio devices, including voice-controlled speakers and AI-integrated products, as well as wireless and portable solutions.

While the market faces challenges such as intense competition and price sensitivity, there are significant opportunities, particularly in the expanding smart home device sector. Consumers are increasingly willing to invest in high-end products that offer superior sound quality, durability, and innovative features. Additionally, the rising demand for immersive audio experiences – fueled by the growth of streaming services and gaming – presents another avenue for market expansion. JBL’s focus on innovation and sustainability positions us well to capture these opportunities.

Also Read: JBL is the New Brand and Audio sponsor for Delhi Capitals


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