Velvet and DrumSoundz Ear Buds (examples from new range)
Maxell Europe Ltd, leading manufacturers of Data Media, Flash Media, Memory Cards, Batteries and Accessories is delighted to announce the highly anticipated launch of its new Headphones Range for 2009. Maxell has taken giant leaps forward with the new range and will soon unleash some brand new, top-quality headphones, as well as relaunch some former consumer favourites in some exciting new packaging.
With a condensed and compact range of 13 different headphones (or 39* in total, including all colour variations), Maxell responds to both retail and consumer demand by suitably arranging the products to cover all price points and to offer different features. This gives Maxell the ability to fully compete in the marketplace, presenting a huge opportunity for them to really become the main headphones supplier for retailers.
The new choice of headphones reflects Maxell’s ability to keep in tune with changing consumer behaviour in the current headphones market. Feedback from within the industry suggests a shift in the market towards Inner Ear Buds (or Canals), and Maxell is responding by introducing five Canal Ear Buds alongside the range of ear clips, ear hooks and headphones.
At the same time, Maxell reintroduces the quirky consumer favourites, Colour Budz at the lower priced end of the range, targeting the younger age groups as the fun and affordable choice for young music lovers.
At the mid-priced range, Maxell launches an inspiring selection of Canal Ear Buds, such as the Colour Canalz, alongside the brand new Clipso Ear Clip and the highly popular Crystal Budz headphones made with Crystallized™
With the higher-priced range, Maxell targets those experienced consumers who are specifically looking for exceptional sound playback and quality. Products to look out for in this range include the Velvet and the DrumSoundz ear buds, for which initial feedback from retailers has been extremely positive, describing them as having ‘classic designs’ and ‘impressive sound quality for their reasonable price’. As well as producing excellent, smooth sound through reducing magnetic distortion, these luxury headphones possess oval shaped tips that fit perfectly into the ears, ideal for listening for long durations.
Maxell’s European New Product Assistant Manger, Dan Woodstock, says that he is “confident that these two flagship Ear Buds will be the most popular items in the Maxell Headphones Range” and he expects “big sales for the back end of 2009 and for 2010”.
Complementing the launch of these new headphones is a complete renovation of the packaging, which creates a striking look for the Maxell brand. The new packaging has a more ‘European feel’, allowing Maxell to effectively target their European audience.
The packaging also provides a vital consistency throughout the entire headphones range (from the entry level products right through to the top-end), by applying three distinguishable design elements to every product and then modifying them, by means of colour and blister size, to communicate the different price points within the range. Bright, bold coloured packs and smaller blister sizes have been used for the entry-level products, such as the Colour Budz, whereas those priced higher, such as the Velvet and DrumSoundz, are displayed in more luxurious coloured packaging and one type of blister to accommodate larger headphones.
As well as the new packaging design, Maxell has been able to efficiently reduce the number of different blister packs, choosing to now offer just three different types of blister packs, thus overall reducing the amount of plastic needed.
The launch of the new headphones range for 2009 indicates an exciting time for Maxell.
Daniel Woodstock anticipates this being a huge area of growth for the company, stating the following:
“We want Maxell to be a serious player with our new range — we currently have around 8% of the worldwide headphones market and 4% of the European. With the launch close at hand, our goal is now to push these figures up towards 10%. The headphones range marks the first step towards the future of Maxell and we very much want to see our retailers benefit from us having such a structured and varied range. We see no reason why our range now cannot compete and we are fully confident that we have all the right tools in place for a successful range.”
(Dan Woodstock, European New Product Assistant Manager)
MAXELL HEADPHONES – THE ULTIMATE LISTENING EXPERIENCE
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