Bang & Olufsen: Målgruppe og marketing mix

To find the target group for B&O we can use the Minerva model (appendix 1). The Minerva model demonstrates 4 different types of consumers. It divides the consumers based upon 4 different aspects, if they are materialistic or idealistic and if they are modern or traditional. Bang and Olufsen's consumers are all interested in having a modern look in their homes and always put the design and quality before price. These consumers have a place in the blue segment of the Minerva model. The people who are segmented into the blue segment are people who are well educated. They are likewise quite good at reflecting over decisions and can explain behavior from a rational point of view. The individuals in the blue segment are also self-confident and do not have any problems within using money.

In 1968 Bang and Olufsen used the slogan "For the people who discuss design and quality before price". Their slogan has not changed much since and can still be seen in all of their products. Their primary customers are European customers who identify themselves with high-quality, high-tech and unique looking products. Bang and Olufsen can also be purchased in the US but in 1999 their total sale was of 200 million DKK, which is not a lot when comparing to the total consumer consumption in the electronics market.