Marketing Bang: Strategies and Techniques of Bang and Olufsen

This report discusses the marketing strategies and techniques used by Bang and Olufsen, a Danish consumer-based business organization. It includes an overview of the company's current operations, the meaning of success to the company, and its promotional mix. The report also evaluates the AIDA model and Above/Below the line marketing theories used by the company. The report is relevant to marketing students and professionals.

Marketing Bang

Contents
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
Task 1...............................................................................................................................................3
Task 2...............................................................................................................................................7
Conclusion.....................................................................................................................................11
References......................................................................................................................................12

Introduction
Marketing is considered to be the most important activity in a given business firm
whether being of any nature or in sense of small, medium or large business enterprises. However,
such activities are an inclusion of high investment of cost in an operational firm (Jiménez-Zarco
and et. al., 2019). In the present report, Bang and Olufsen which is a Danish highly consumer
based business organisation.Respective firm is headquartered in Struer, Denmark and was
founded by Peter Bang in 1925. Given firm is engaged in manufacturing of audio products,
telephones and television sets. The given report includes marketing strategy of respective firm
and also highlights several aspect models and techniques used by managers of the firm to excel
in terms of achievement of desired goals and objectives of the company.
Main Body
Task 1
Brief overview of company's current operations
Bang &Olifsen which is a Denmark based corporate organisation is engaged in
developing, designing and marketing of video and audio equipment. The company is an
established brand which is engaged in production of audio devices such as music systems,
televisions and other multimedia devices. Being the oldest manufacturer in respective technology
field so far company have established better goodwill in several market stages in domestic as
well as international markets. With changes in business environment and with presence of
several uncertainties in company's internal as well as external environment company have to face
several ups and down in approx.85-year-old career in corporate field.
As per article published in Business Standard, 2021, B&O is recognised as one of the
famous brand and well known in domestic as well as international markets. As per the analysis,
managers of the firm are looking toincrease its market presence in international markets. The
strategy for given company includes introduction of retail outlets at various operational regions
which would aim at increasing brand awareness and to establish better relations with consumers
of the given company (Mediano Stoltze and et. al., 2019). Managers of given company gives
attention to development or manufacturing up of respective product or service of company with

taking proper standards of quality. Considering this point of view strategic decision being passed
in operational firm are aimed at delivering quality of products and services to valuable customers
for enhancing better sales activities and to attract high demand over various products and
services being offered by given company (Bang &Olufsen spreads out, 2021).
Meaning of success to Bang and Olufsen
As per article published in Fabrik, 2021, Bang and Olufsen being a technology company
develop their standards in terms of innovation and attractive designs of their products. Kristian
Tear as firm’s current CEO believes there are not any fixed strategy that would benefit firm in
terms of operating activities to extract maximum profits (Gountas and et. al., 2019). Being a
technical firm several innovative ideas are being promoted and appreciated in decision-making
process of the business firm. Managers of the firm considers marketing activities at the top most
priority in the business firm and also have separated a different department i.e. Marketing
department to manage marketing activities of the firm in the most appropriate manner
(Distinctively Danish brands: The Bang and Olufsen story, 2021).
Famous Danish brand keep themselves focused by following a fixed strategic path with
little essence of modification as per requirements of business environment. Strategic path
followed by respective firm which has contributed towards better achievement of success are as
follows;
Authenticity: Being transparent in company’s decision-making adds up to creating a
better brand value for the respective company. Any new technical product launched by given
company is completely described by its value and other related knowledge in terms of its
working. This initiates better brand loyalty in mind-sets of valuable customers present in
operational marketplace of the given company (Kitchen, 2020).
Credibility: One of the most important strategies adopted by the chosen company is of
establishing better communication between company’s operations and customers. Effective use
of communication techniques in a business firm creates better credibility and initiates strong
relations with respective customers of business enterprises. For instance, Bang and Olufsen
company’s website include section of “Stories” which is an inclusion of thoughts and ideas from

Danish architects in support with various interviews and blog post regarding the products and
services delivered by company in its respective region of operations.
Innovation: Being a technology company managers of company focuses on innovating as
the path to succeed in desired goals and objectives of the company. By modification of
company’s products and services as per requirements of trending consumer demands and needs,
managers of the company are able to initiate better goodwill of company in its present
marketplace (Vinzenz and et. al., 2019).
Promotional mix of Bang&Olufsen
Promotional mix is an inclusion of undertaking use of various promotional tool by a
given company to promote its respective products and services in given marketplace. In regards
to chosen company i.e. Bang &Olufsen, managers of the firm consider such tool to create or
increase demand of a specific product or service delivered by company in a given marketplace. It
includes;
Advertising: It refers to paid method which is a non-personal promotion and presentation
of company’s products or services to respective target groups of the company. Such medium of
promotion is usually considered to be informative type and proves to be great technique for
boosting sales of any new product or service being introduced by the business firm. In respect to
given company i.e. Bang &Olufsen, managers of the firm with considering high investment of
cost in this form of promotional activities monitors associated activities to ensure best utilisation
of resources in the given process (Mainardes, Rodrigues and Teixeira, 2019).
Personal selling: This method is considered to be traditional method for operating
promotional activities of a business firm. In this method salesman is able to interact with
customers of company directly by visiting their doorsteps. In relation to chosen company,
managers consider this approach as the most convenient one in terms of cost effective and for
obtaining real time feedbacks of customers regarding consumption of any product or service
which is offered by the given company.
In the extension to personal selling, respective company never misses a chance to
promote company’s product or service when engaged with customers at the time when they visit
company stores, reception areas and reception. Such promotional activity is highly aimed at

recognising or providing customers the best satisfactory results in regards to consumption of
respective product or service of company (Greenfield and Veríssimo, 2019).
Sales promotion: It refers to a short term incentive being given to customers to boost up
sales activities of a given company. This technique is usually adopted in a company when a new
product or service is to be launched in a given marketplace. It is an inclusion of distribution of
coupons, discounts, paybacks and offers on relative festivals. In context to given company,
managers of the firm use this technique to provide a good head-start to any new product or
service being introduced by given company in respective marketplace.
Public relations: This refers to organising several campaigns to carry respective
company’s objectives and to establish better brand image of company in its given marketplace
(Coca-Stefaniak, 2019). With introduction of various products and services of the company
through several articles, newspaper and through several campaigns managers of the company are
able to create better brand value out of respective resources being invested in the given process.
Through introduction of such techniques of public relations company is able to develop better
brand image and also enhance effective brand loyalty of the given product or service.
Direct marketing: It is an inclusion of various techniques that are dependent on
establishment of direct communication with consumers of company rather using any third part
media or tool. This is recognised as one of the trustable source through which a given company
can reach out to its customers in a given marketplace. In relation to chosen company, managers
of the company adopt this technique which enhance better productivity through less utilisation of
company resources and also initiates better form of working in an organisation with essence of
motivation and sense of better coordination for operating several tasks in a business organisation
(Fadillah, 2019).
Examples of promotional campaigns by Bang and Olufsen
Bang &Olufsen readies DM campaign
As per data of marketing week, 2021, respective campaign was developed by snowball
which promotes several sections of products being delivered by the company in its respective
region of operations. The product BeoTime ‘flute’ alarm clock and the portable audio system
BeoSound. The aim of campaign was set to attract more customers of company to its respective

retail stores established in several domestic as well as international regions. Company with its
consumer focused strategy is able to establish better brand image amongst respective customers
of the company in given marketplace. The campaign highlighted the respective production
approach of company which enhanced establishment of better goodwill of company in its region
of operations. In addition to this, given program was subjected towards boosting up of sales
activities of the respective company in terms of its retail stores in specific regions (Lin and et. al.,
2020).
Managers of the given company considered this approach as the way to increase market
presence of the given company. It was being believed that, retail stores are the way through
which company can market its products and services by collection of relevant feedbacks or
required comments regarding quality of product being delivered by the company. Therefore, this
successful campaign of the company provided better opportunities for the given firm in terms of
establishing close or effective relations with it valuable customers.
Social media campaign
According to article published in empower, 2021, B&O being aninternational brand with
its excellence market presence through a long term operational running of business since 1925.
The aim of the campaign was set to attract demands of new generation music lovers. The
campaign introduced stylish products for the given company which were being made available at
doorstep of valuable customers. Products like headphones, audio Bluetooth and other relative
product were being acknowledged in the campaign. Some relative information regarding the
product description and specifications were being given through various social media channels.
This enabled operational management department of the firm to save finance as a resource of the
business firm (Abbas and et. al., 2019). Respective campaign aimed at proving to the best
expectations of the consumers in terms of their satisfaction and also cooping though several
quality of standards of respective customers of the company.
Task 2
In order to promote products and services Bang & Olufsen makes use of different use of
marketing tools, techniques and theories with the aim of attaining marketing and advertising
objectives. Respective company makes use of AIDA model and Above/Below the line marketing

theories which help the company in making marketing communication more effective and
attaining its desired objectives.
Critical evaluation of these models in the concerned company
AIDA Model
This is an acronym for the attention, interest, desires, and action, which are regarded as the four
stages process through which a prospect customer passes through while seeing an advertisements
and helps company in persuading customer or arouse interest in buying the offerings (Bragg and
et. al., 2020). The objective of this model is to make advertisements more effective in attracting
the customer and once the customer notice the products, company has to invoke interest in the
minds of customer through highlighting the USP of the offerings and making them believe that
products matches their unsatisfied needs. After creating an interest, the role of advertisement is
to bring desires in the customers mind to buy that product and lastly, a favourable action taken
by the customer through making purchase in company. Attention: Bang & Olufsen makes the advertisement and promotional campaigns to much
attractive that grabs the attention of the customer at first glimpse. These are the catchy
lines, appealing hues and colours, logo, design and a captivating message which
communicates effectively unique features of their BeoTime “flute” alarm clock and
BeoSound portable audio system. Interest: Once customer pays attention to the creative and captivating marketing
campaigns, marketers at Bang & Olufsen makes efforts towards arousing curiosity to
read more about the brand and create more awareness (Bello-Orgaz and et. al., 2020).
Respected company launches several public relation campaigns, road shows, exhibition
and street promotion to create more awareness and interact with customer to make them
know what actually the brand is. Desire: Bang & Olufsen creates the intense desire among the target audiences through
creative and unique content which is designed especially keeping in mind the needs,
desires and wishes of customer and highlighting the details that matches their problems
as a solution. A product has many features but to find a best one is troublesome task for

the company as its attractiveness and uniqueness will determine to which extent customer
is interested.
 Action: And at last, company reveals the information related with the accessibility form
where customer can make a purchase after evaluating all the information (Ianenko and et.
al., 2019). In their advertising and marketing campaign they highlight proper details of
the physical outlets and alternate options from where these electronic appliances could be
bought. As Bang & Olufsen offers its products across several regions, evidently it makes
a use of website, social media platforms and some physical stores to provide customer
and sales support to the customers.
The unmistakable logo design of the brand is completely capable of attracting the
attention of customers as the sans-serif font gives an almost century old brand feel, whereas grey
colour on the background represents luxury, innovation and sophisticated product. It becomes
difficult for the company to make a right combination of colour, font size and design but the
respective company have done it well to convert prospect customer into potential customers.
While arousing the interest for the customer, targeting plays a crucial role as message should
reach directly to the target audience so that they can relate their problem with the unique features
of a product as a solution (Jiménez-Zarco and et. al., 2019). Whereas, for creating a desire
company has to evaluate several factors that describes the uniqueness of product and make it
different than that of other competitors. Therefore, AIDA model helps the company in tapping
the customer at each stage and plan their marketing communication campaign and content as per
their level of choice and preference to make it more appealing and successful.
Above/Below the line

The “line” in the above and below line marketing strategy for communication refers to
the line that connects the message of advertisement of Bang & Olufsen with the customers.
Above the line marketing strategy is considered as the pull marketing strategy which is aimed at
promoting and building brand for long term in a market with the use of Radio, Television,
outdoor advertisement, print media such as news paper, magazines etc. This strategy is used by
the company where products have mass appeal and it becomes difficult to target masses. With
the help of this marketing strategy, Bang & Olufsen has enabled to create strong brand image
with increased customer awareness (Mediano Stoltze and et. al., 2019). It becomes impossible at
below the line strategy to make an intense impact on target audience and increased brand
recognition among the customers. In the context of the previously mentioned company, it makes
use of TV, newspapers, and business magazines to extend its reach and promote their products
and services to the target audience in a personalised and effective way. Company have been
using mass media communication since long years ago to communicate effectively with the
target audience and expand their customer base. However, the implementation of this strategy
results to be in effective when it comes to segmentation, targeting and positioning and is more
expensive than that of below the line marketing strategy.
Below the line
It is the synonyms for the push marketing where company makes use of advertising strategy
under which goods and services are promoted through direct mail, social media platforms, trade
shows, catalogues, etc other than mass media promotional tools (Gountas and et. al., 2019).

These marketing strategies helps the company in making more focused and personalised
campaign to the customer as compared to above the line marketing strategy. With the help of this
strategy, Bang & Olufsen makes use of social media platforms and promotes their products to the
specialised target audience for whom the product is being made. For instance, social media helps
in targeting focused customers and designing marketing content and campaign as per their
demographics, choices, preferences etc. Whereas, direct mailing under this strategy is aimed at
building customer loyalty through sending personalised mail and giving them an opportunity to
make a use of product first that other customers (Kitchen, 2020). Catalogues and postcards
makes customer feel valuable it gives a sense that their needs are kept on first priority and their
problems are being recognised. Implementation of this strategy has allowed company to deliver
personalised products, better knowledge of target audience and their needs; along with
establishing positive brand image in the market.
Conclusion
Therefore, from the above mentioned report it has been concluded that effective
marketing strategy for the company helps them in attaining marketing and business objectives.
These strategies keep the company focused and rally the efforts of the company towards
common goals and objectives. It has also been observed that promotion mix of a company plays
a major role in creating a intense brand awareness and recognition among the customers as its
prime objective is to attract as much as customers as possible. Selecting a right media of
communication helps in reaching and attracting a target audience along with creating an
appealing message which would arouse curiosity and interest among customers to buy that
product.

References
Books and Journals:
Abbas, J., and et. al., 2019. The effects of corporate social responsibility practices and
environmental factors through a moderating role of social media marketing on
sustainable performance of business firms. Sustainability, 11(12), p.3434.
Bello-Orgaz, G., and et. al., 2020. Marketing analysis of wineries using social collective
behavior from users’ temporal activity on Twitter. Information Processing &
Management, 57(5), p.102220.
Bragg, M.A., and et. al., 2020. Fast food, beverage, and snack brands on social media in the
United States: An examination of marketing techniques utilized in 2000 brand
posts. Pediatric obesity, 15(5), p.e12606.
Coca-Stefaniak, J.A., 2019. Marketing smart tourism cities–a strategic dilemma. International
Journal of Tourism Cities.
Fadillah, M., 2019. Review of Coffee Marketing Strategies in Business Competition. Scientific
Journal Of Reflection: Economic, Accounting, Management and Business, 2(2),
pp.131-140.
Gountas, J., and et. al., 2019. Looking beyond traditional measures of advertising impact: Using
neuroscientific methods to evaluate social marketing messages. Journal of Business
Research, 105, pp.121-135.
Greenfield, S. and Veríssimo, D., 2019. To what extent is social marketing used in demand
reduction campaigns for illegal wildlife products? Insights from elephant ivory and
rhino horn. Social Marketing Quarterly, 25(1), pp.40-54.
Huang, L., and et. al., 2019. Consumer perceived value preferences for mobile marketing in
China: A mixed method approach. Journal of Retailing and Consumer Services, 48,
pp.70-86.
Ianenko, M., and et. al., 2019, March. Digital transformation of trade: problems and prospects of
marketing activities. In IOP Conference Series: Materials Science and
Engineering (Vol. 497, No. 1, p. 012118). IOP Publishing.
Jiménez-Zarco, A.I., and et. al., 2019. Marketing 4.0: Enhancing consumer-brand engagement
through big data analysis. In Web Services: Concepts, Methodologies, Tools, and
Applications (pp. 2172-2195). IGI Global.
Kitchen, P.J., 2020. Marketing communications. In A reader in marketing communications (pp.
1-9). Routledge.

Lin, H.C., and et. al., 2020. Task-technology fit analysis of social media use for marketing in the
tourism and hospitality industry: a systematic literature review. International Journal
of Contemporary Hospitality Management.
Mainardes, E.W., Rodrigues, L.S. and Teixeira, A., 2019. Effects of internal marketing on job
satisfaction in the banking sector. International Journal of Bank Marketing.
Mediano Stoltze, F., and et. al., 2019. Prevalence of child-directed marketing on breakfast cereal
packages before and after Chile’s Food Marketing Law: A pre-and post-quantitative
content analysis. International journal of environmental research and public
health, 16(22), p.4501.
Vinzenz, F., and et. al., 2019. Marketing sustainable tourism: The role of value orientation, well-
being and credibility. Journal of Sustainable Tourism, 27(11), pp.1663-1685.
Online
Distinctively Danish brands: The Bang and Olufsen story, 2021. [Online]. Available through:
<https://fabrikbrands.com/distinctively-danish-brands-bang-and-olufsen-story/>
Bang &Olufsen spreads out, 2021. [Online]. Available through: https://www.business-
standard.com/article/management/bang-olufsen-spreads-out-115012700018_1.html
Bang &Olufsen readies DM campaign, 2021. [Online]. Available through: <
https://www.marketingweek.com/bang-olufsen-readies-dm-campaign/>
A fresh social media strategy for Bang &Olufsen brings impressive growth, 2021. [Online].
Available through: <https://empower.agency/social-media-strategy-brings-impressive-growth/>