August 2009

Shipped very first pair of Studios to Best Buy, 100 store test.

January 2009

Secured placement of Tours and a demo display in ALL Best Buy Stores.

June 2010

Planned and executed successful BTS campaign. 

Holiday 2010

Beats integrated into ALL aspects of Best Buy; Marketing, Mobile, Social, Digital, Training, Geek.

January 2011

Secured first ever Best Buy TV spot for Beats in the SuperBowl.

May 2011

Set goal for $300M COGS at Best Buy.  Added Target US, BBY Canada and Department Stores.

March 2012

Beats sold to HTC, Powerplay Retail managed entire transition from Monster to Synnex.

October 2012

Achieved $300M in COGS goal at Best Buy.  Powerplay Retail managing $500M in COGS for Beats.

Setember 2013

Launched Beats “Shop in Shop” at Best Buy.  Powerplay Retail controlled the “vendor managed” business.

October 2014

Beats sold to Apple for $3.2B.

Launching Beats by Dr. Dre

Big name electronics brands and traditional audio brands have dominated and continue to dominate the headphones and speakers categories. Very few brands command premium pricing and premium placement at retail. Until Beats by Dr. Dre launched in 100 Best Buy stores in 2008.

Key issues faced

  • Little to no brand awareness
  • No key retailers had taken on the brand yet
  • Bringing premium sound to mass consumer through lifestyle and culture

Implementation

From their launch in 2008 through Apple’s acquisition of Beats by Dr. Dre in 2014, Powerplay partnered with Beats by Dr. Dre and their major retail partners to ensure extremely comprehensive go-to-market plans were executed perfectly, both in-store and online. Powerplay’s combined sales and operations teams excelled at managing extensive high-level teams across multiple retail/brand/distributor/manufacturer/investor/celebrity partners, earning a number of retailers vendor-of-the-year awards. By the time millions of people around the world saw their first-ever Super Bowl commercial, which tagged Best Buy (no small feat), Beats by Dr. Dre had gone from non-existent to #1 market share in both headphones and speakers categories.

Outcome

In 2011, NPD Group reported that Beats’ market share was 64% in the U.S. for headphones priced higher than US$100, and the brand was valued at US$1 billion in September 2013.

Partnering with Best Buy’s Renew Blue turnaround strategy, Beats by Dr. Dre executed multiple “shop in shop” experience stores across the country. Powerplay’s years of retail experience on all sides of the table were critical to the execution and ongoing success of complex and expensive deployments.

On August 1, 2014, Apple Inc. acquired Beats for US$3 billion in a cash and stock deal, the largest acquisition in Apple’s history.