Brand Positioning and Portfolio Expansion for Dutch & Dutch Pro Fidelity

Abstract

Dutch & Dutch was founded in 2014 by a group of audio enthusiasts. With the power of physics and a sharp understanding of IT by their side, they started working on a set of speakers that sound amazing in any situation. From this technical perspective they developed speaker both for the living room and for professional goals. Dutch & Dutch speakers cancel out sound waves that go to the rear of the speakers, making the speakers cardioid. This reduces refractions from walls behind the speakers, which improves the clarity of the signal that reaches the listener.This project investigates the positioning options for the cardioid technology on the professional market. As the sound is cancelled out in the rear of the speakers, a promising direction is to reduce noise nuisance that are the result of an event. This hypothesis was investigated via qualitative research; interviews with event organisations, sound engineers, acoustical experts and people who experience noise nuisance were interviewed. Unfortunately, cardioid technology on its own is not up to the complicated task, that requires a combination of constant monitoring and good relations between event and neighborhood. Even then, the market for speaker systems on events is really demanding, and not the right option for a market introduction. Opposed to the touring and live events market, there is the installation market. Once a speaker is installed here, it just has to work the same way. This is a better start for a market introduction for a startup. After an analysis of the possibilities, a focus on the club market was chosen. On the installation market, manufacturers follow two different strategies: 1. They hide their speakers in the shadows. The speakers are often of high quality, both in sound as in handling, but are also rather dull. These brands are very trustworthy, and deliver equipment for the absolute professionals. 2. They use aggressive shapes and colors, that throw the appearance of the speaker in your face. These speakers scream at you that they are going to produce a whole lot of sound. These kind of speakers are often really heavy, and also really trustworthy, Between these two strategies, there is room for a different positioning for Dutch & Dutch: they can be the elegant, beautiful other option. They are unobtrusive, but instead become a part of the interior. They do get the recognition that the aggressive speaker brands get, but in a more sophisticated and calm way. Currently, interior designers and audio system engineers have to work around each other in terms of designing. With the Dutch & Dutch speakers, it should be possible to integrate both worlds, resulting in a better end result. The project further explains the positioning and branding of Dutch & Dutch in more detail, with clear options for conveying the brand message. Important for the brand is the connection with the audience. This is not only good for the brand Dutch & Dutch, but should also work in the advantage of the clubs that Dutch & Dutch works with. In the end, the goal is to develop a long lasting relationship with both clubs and the club audience.