McIntosh Seeks Luxury-Brand Position
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2DualsNotEnough
Addicted Member
I think that ads of its most attractive components,accentuating the glowing lights,would be great in magazines like Esquire,Playboy,Vogue,Sports Illustrated,Premiere,etc.Thats how Bose reaches out to people not normally versed in electronics.
Maybe reach out high end malls,like Bose and B and O do.If you want to reach that group,you have to sell in places that non audiophiles frequent.How do you think Krell has been able to sell so many amps,and Klipsch so many speakers.Emphasize the Mac tradition,and how people still collect and value so many of their vintage products,and emphasize the durability of their products.
You will have to create brand recognition to those whove never heard of Mac.Create ads like the ones Mercedes does,showing some of their finest vintage products in the best possible light,then show them where the brand is now.I think the recurring similarites,as far as cosmetics go,will be a strong lure to novice buyers-you can always tell a Mercedes or BMW right away,and its the same with most Mac Electronics.
Jimmy
Maybe reach out high end malls,like Bose and B and O do.If you want to reach that group,you have to sell in places that non audiophiles frequent.How do you think Krell has been able to sell so many amps,and Klipsch so many speakers.Emphasize the Mac tradition,and how people still collect and value so many of their vintage products,and emphasize the durability of their products.
You will have to create brand recognition to those whove never heard of Mac.Create ads like the ones Mercedes does,showing some of their finest vintage products in the best possible light,then show them where the brand is now.I think the recurring similarites,as far as cosmetics go,will be a strong lure to novice buyers-you can always tell a Mercedes or BMW right away,and its the same with most Mac Electronics.
Jimmy
Arkay
Lunatic Member
Bose recently opened a showroom here, in core Central Hong Kong... right next door (and somewhat similar in decor) to the well-established Bang & Olufsen (B&O) store. Assuming quality is at least remotely reasonable, marketing is about positioning/location/packaging!
I see no reason why a similar McIntosh store wouldn't do a great business (although some of the other dealers who carry their products might not like it...).
McIntosh has a great product, a truly high-end product.... so why shouldn't they position themselves that way, get into more channels that will expose their message to more market segments, and appeal to a wider market? A lot of people with money just want "quality" or "the best", and if they see and hear the Bose pitch and NOT the McIntosh one, they might just end up buying Bose instead of McIntosh... and then try to convince themselves that they are hearing the best. It's partly Mac's fault if they do!
I see no reason why a similar McIntosh store wouldn't do a great business (although some of the other dealers who carry their products might not like it...).
McIntosh has a great product, a truly high-end product.... so why shouldn't they position themselves that way, get into more channels that will expose their message to more market segments, and appeal to a wider market? A lot of people with money just want "quality" or "the best", and if they see and hear the Bose pitch and NOT the McIntosh one, they might just end up buying Bose instead of McIntosh... and then try to convince themselves that they are hearing the best. It's partly Mac's fault if they do!
LIONKING
Active Member
Jim Bob very interesting article --- the irony of comparing Aston Martin to Mcintosh will stand as one of the big marketing gaffs of 2007 since Aston has been associated with Linn. The Ford GT McIntosh link up --- pure genius.
The challenge Mac has is a set brand attributes which are antithetical to the luxury marketplace. For the McIntosh faithful its the more watts, the more boxes the bigger the better. The ROW feels elegance and design favors a product like the LinnCD12.
Also from what I can tell the dealer model is broken since the dealers aren't terribly responsive. Its easier to buy a jet timeshare or an Aston Martin than it is to buy a complete Mac system.
These few simple steps will work. (please note the modesty)
a. Provide 5 complete systems to be used in lounges at 5 private aviation FBOs in the US. Assign a marketing manager at headquarters to follow up on all leads generated and turned over to local dealers.
b. Have D&M list on the NYSE and open a session with the Dream system on site. Interviews with CNBC optional.
c. Have a contest at architectural schools to design racks/stands which compliment the McIntosh look. Turn the winners into product.
d. Establish fewer --- better regional dealers/showrooms and McIntosh "store within a store" concepts.
e. Develop a fully integrated touch screen remote solution which can be reprogrammed from the factory at no cost.
The challenge Mac has is a set brand attributes which are antithetical to the luxury marketplace. For the McIntosh faithful its the more watts, the more boxes the bigger the better. The ROW feels elegance and design favors a product like the LinnCD12.
Also from what I can tell the dealer model is broken since the dealers aren't terribly responsive. Its easier to buy a jet timeshare or an Aston Martin than it is to buy a complete Mac system.
These few simple steps will work. (please note the modesty)
a. Provide 5 complete systems to be used in lounges at 5 private aviation FBOs in the US. Assign a marketing manager at headquarters to follow up on all leads generated and turned over to local dealers.
b. Have D&M list on the NYSE and open a session with the Dream system on site. Interviews with CNBC optional.
c. Have a contest at architectural schools to design racks/stands which compliment the McIntosh look. Turn the winners into product.
d. Establish fewer --- better regional dealers/showrooms and McIntosh "store within a store" concepts.
e. Develop a fully integrated touch screen remote solution which can be reprogrammed from the factory at no cost.
That hits the nail on the head. I would have no problem buying either the Rolex or the Aston Martin as I can walk into a local dealer and see, touch and feel 99.5% of the products they offer. Between the 3 different McIntosh dealers within driving range for me I saw maybe 25% of what McIntosh offers on display. I had to buy the MCD/MDA combo based on reviews and opinions here on AK, my dealer asked me to call him and let him know what I thought of it as he never even seen them before. :thumbsdn:
It's hard for McIntosh to attract people in the "hobby" due to piss poor dealer participation, attracting "Luxury" buyers will be even more difficult with the current dealer situation, a fancy website is worth squat if people can't go and physically see, touch and listen to the product. Advertising in magazines targeting the "luxury buyer" is only the beginning, there needs to be a better dealer participation with showrooms designed to showcase the McIntosh in action. Good luck getting the "luxury buyer" into a 2 channel system, it's all about home theater these days, if one can't see a display of what is possible in his own house to inspire him, the chances of someone spending upwards of $50k-$250k on a nice/dream system are slim.
Couldn't agree more PHC1. The worst thing about this hobby is that it is very difficult to actually see and play with the stuff. It takes me forever to make up my mind about purchasing products because I can’t easily experience them first hand in a comfortable environment. Should we have to make our minds up about a $10K product based on community info alone? NO way. No one would buy a car without driving it first.
Other luxury brands have this figured out with high end show rooms -- the auto manufactures, even audio brands like B&O have wonderful show rooms. It was easier for me to go and hear the $20K BeoLab 5 speakers in downtown Toronto during lunch. I had to travel to San Francisco on business to hear the Mc 2K system.
Chris
Other luxury brands have this figured out with high end show rooms -- the auto manufactures, even audio brands like B&O have wonderful show rooms. It was easier for me to go and hear the $20K BeoLab 5 speakers in downtown Toronto during lunch. I had to travel to San Francisco on business to hear the Mc 2K system.
Chris
OvenMaster
Baby, you're my winterblue
On my very limited budget, they already have that position!JimBob said:
Tom
but you can at least go to the showroom and see the Ferrari! I suspect many of us live vicariously though this forum for details on the flagship Mc line. !
LIONKING
Active Member
Let me add the Ferrari dealer a bit north of Manhattan is much much more accommodating. The fractional jet companies may invite you to a test fly-in or party where you might run into someone who has won the US open (tennis and golf).
The hi-end manufacturers need help acquiring customers and the hifi salesmen who think they know how to spot big spenders are not as proficient as they would like to believe. I think McIntosh understands the problem but the dealers dont --- the client buying the Premier system will likely have a better buying experience buying art, another horse, or an antique highboy etc...
The hi-end manufacturers need help acquiring customers and the hifi salesmen who think they know how to spot big spenders are not as proficient as they would like to believe. I think McIntosh understands the problem but the dealers dont --- the client buying the Premier system will likely have a better buying experience buying art, another horse, or an antique highboy etc...
Jericho
Active Member
Well my best friends, I think here in Europe (Belgium) it's even worse.First of all there are only a few shop's where you can get real high-end material and talking about McIntosh they can show you a price list, a picture, and if you're lucky, they might have an MCD 201 in the showroom.To find a store with a amp 501 in stock, that's impossible, so don't even talk about those 1201's or the 2KW's.the speaker line you don't find here at all!!!If I was aware of the kind of speakers they had, and could have listened to them, I would probably have taken the McIntosh line instead of the new Diamonds from B&W.
Transtec is doing the import for Belgium, The Netherlands and Luxemburg.I auditioned Classé on a pair of 800D 's in a store in the Netherlands where I bought the speakers, but decided to look around before bying the Amp's.I was lucky to know someone with a pair of Mac's 501 I could borrow to test on my speakers.I decided to buy the 1201 instead of 501 without hearing them or seeing them.I was very happy afterwards, that I made this decision
Transtec is doing the import for Belgium, The Netherlands and Luxemburg.I auditioned Classé on a pair of 800D 's in a store in the Netherlands where I bought the speakers, but decided to look around before bying the Amp's.I was lucky to know someone with a pair of Mac's 501 I could borrow to test on my speakers.I decided to buy the 1201 instead of 501 without hearing them or seeing them.I was very happy afterwards, that I made this decision
william.keith
Super Member
I believe it is going to take more than creating a luxury and aspirational message using a visual merchandising guide on the web in addition to using upscale photography to attract the luxury buyer. The people who appreciate and enjoy owning McIntosh do no necessarily aspire to also owning a Rolex and Aston Martin. The luxury buyer is already buying expensive audio and HT equipment, it is just not necessarily McIntosh. McIntosh simply has to offer a better product at an acceptable price.
Frustrating isn’t it? Well it is not that bad in north America, any good dealer with have some products on show. It is still not ideal.
Especially when you can walk into any B&O store in the downtown core of a major city and hear their $20K flagship BeoLab 5 speakers on the show floor. Top brands like Apple and B&O have really figured out how important the showroom is to their brand.
Chris
panhead
Mac owner for life.
I couldnt agree more,not to get into the whole dealer bashing thing but 99% of all Mac dealers ive met are worthless at attracting new customers to the brand,if anything they scare new buyers away,there are way too many old school elietest Mac dealers that leave a poor tste in prospective buyers mouths.
They ought to be heading for the Robb Report and similar, IMHO, and I like the idea of regional stores where one could actually see, touch and hear the whole line. I'd put those in very high-end shopping areas. I would love to be able to take my wife to, say, Beverly Hills, and spend time in the Mc store while she looks at jewelry. She'd be happy to see me buy more if she got to come along and enjoy herself. When trying to sell $250K systems to non-technophiles, the buying experience is everything.
jdcheek
Active Member
I certainly agree with availability being a barrier to higher sales in the marketplace. However, I do not want the market to be flooded with dealers of Mac. Part of its appeal, beyond the quality and performance, is that it is unique. Unique in the sense that my neighbors don't have it, and that its not sold in a mall window. I don't think anyone feels the same about Harley Davidson now that they are sold in quantity in a much larger dealer network. But they were absolutely coveted when your name had to go on a waiting list to get one. I think many luxury items are marketed this way. Once mass produced, they lose appeal. Coach and Bose are other examples. Denon could be another example. In 1984, Denon was a smaller company, considered to be one of the best. Once it was mass produced and sold in many different types of electronic stores, it lost some of it's appeal. It's still good, but not special.
Less is more.
Less is more.
panhead
Mac owner for life.
This is a true scenario you speak of but only for the shallow buyers who buy things to impress others & not what they really want or need.
Ive been riding HD's my entire life & right now i own 4 of them,IMO the best thing that ever happened with my enjoyment of owning & riding HD'S is the availbility of the bikes & the cost of buying a used model,15 years ago when the dealers were still taking deposits & putting buyers on waiting lists, a pile of junk basket case bike would sell for a fortune,because there was no other avenue for buyers.
Nowdays the bikes are a dime a dozen which is great for a person like me who loves riding them but hates paying long green,the shallow buyers who just want to play tough guy & go out & buy a new bike with a 5k down payment,then find out a year or two later that they dont want or need the bike usually dump it for pay off & eat a huge loss.
Same goes for any other luxury product,the shallow people who buy anything to keep up with the jones'es or because its sheik at the moment end up dumping the stuff in favor of the new flavor of the month whatever & leave great oportunities for savy buyers.
I wish Mcintosh was sold at Sears or Target :thmbsp:
"McIntosh Laboratory is toting new high-end speakers to the CEDIA Expo and touting plans to expand its potential customer base beyond audio enthusiasts to luxury buyers, who will be the target of a Web and dealer-program initiative getting underway in October."
I think the objective is to sell more of the "high end" products such as the XRT1K, 2K, upcoming 3K and MC2KW's to the affluent. I don't think McIntosh will ever have to worry about "mass producing" any of them. While a $15k-$25k Harley is within reach of many, $90k+ speakers are not. Let's not forget there are plenty of other brands out there that are competing for the same market. Audio enthusiast or not, chances are a person in the position of spending serious bucks on a high end system will more than likely come across a brand that will compete with McIntosh, has better brand recognition (more dealers carry other brands) and looks more modern and "high tech", not everyone will appreciate the "traditional" McIntosh look. I would imagine 8 out 10 "luxury byers" (non-audiophiles)might be more interested and swayed by the looks of Krell, Mark Levinson, Classe, Meridian, etc.. Of course McIntosh only needs to sell about 3 or 4 dozen "dream systems" a year, with the profits built into those products, I am sure the dealers would be pretty happy too.
