As a result of exploring customer value, it is proven that highest quality and superior design, two major components of B&O offerings, are very important to the customer. Also delivering a luxury feeling is one of B&O’s core customer values. This luxurious feeling is likewise established through their car partnerships with Audi, BMW, and Aston Martin. This luxurious feeling is delivered through integration of B&O’s premium audio quality products.

 

To communicate these values to the customer, B&O has to deliver the most unique and  eye-catching designs, handcrafted by Danish designers. For achieving superior and differentiated products, the values within Bang & Olufsen are the main drive. Through being passionate about everything they do, taking pride in every creation and stay persistence in their dedication, they are able to deliver the highest quality and superior design. Furthermore, B&O has to provide the highest audio quality and TV viewing experience through one-by-one product hand checks. Luxury feeling can be communicated through a unique design where B&O products are transformed into a theater experience integrated in your home. Regarding the integration of B&O audio systems into luxury cars, B&O will make every drive a great experience. They accomplish this by delivering the same key values as mentioned above: highest quality and superior design.

 

Firstly, in order to communicate superior customer value, B&O needs to increase the brand awareness. This will be the first step in attracting people to the brand. Without sufficient amount of customers, the customer value becomes insignificant. The way to increase brand awareness, as well as deliver superior customer value is to add another offering which will be appealing for the Chinese customers. By focusing on the two target segments for both B&O PLAY and the traditional B&O product line, we will add a new offering, B&O LIVE. This is a series of music concerts throughout the year that will include famous western artists, as well as well known Chinese singers.

 

Through our research findings, we discovered that if design, quality, and brand image exceed their (Chinese people) expectations, they are willing to spend more than their initial budget. Taking this into consideration, a magical concert will deliver value to the customer in a whole new and exciting way. The audience will be introduced to the best audio quality and design by B&O, and also get a taste of the B&O identity and values. The concert aims at the customer experience and how to exceed their expectations. In addition to the new offering, we have seen value of adding a showroom in the existing stores to further embrace the magical experience for the customer. A showroom placed in the middle of the store will be a differentiator. This box is completely sealed and will function as an eye-catcher where you enter and get the full experience of the sound quality.