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Principles of Marketing & Management
Name: Dhara.Rajesh.Nayak
Class: F.Y.Bmm.
Roll no: 35
Product: Beats by Dr.Dre
Product category: Headphones, Earphones and Accessories.
The best sound matters!
Introduction
Beats Electronics, LLC is a producer of audio products and equipment headquartered in Santa Monica, California. The company was founded by hip-hop artist Andre "Dr. Dre" Young and Interscope-Geffen-A&M Records chairman Jimmy Iovine, and primarily produces products under the brand Beats by Dr. Dre. Its products were manufactured under exclusive license by consumer electronics company Monster Cable since 2009.
The company was founded in 2006, and debuted its first product Beats by Dr. Dre Studio headphones, in late 2008.
The company’s mission is to provide a superior end-to-end music experience- with headphones, devise and services- so fans feel the emotion and hear the music the way artists intended it to sound from the studio. This experience is aided by their partnership with HP, Chrysler Group and HTC Mobile.
In August 2010, mobile phone manufacturer HTC acquired a 50.1% majority share in Beats for $309 million, before selling 25% back to the founders for $150 million, and remaining the largest shareholder with 25.1 per cent, in order to provide "flexibility for global expansion while maintaining HTC’s major stake and commercial exclusivity in mobile."The purchase was intended to allow HTC to compete with other cell phone makers.The purchase also granted HTC exclusive rights to manufacture smartphones with Beats-branded audio systems. Despite its majority acquisition, HTC would still allow Beats to operate as an autonomous company.
On January 12, 2012, Business Week reported that Beats and Monster would not renew their production contract and would be ending their partnership by the end of 2012.
In March 2012, reports surfaced that Beats was planning to acquire the online music service MOG(Music-On the-Go). The acquisition was officially confirmed on July 2, 2012, reported to have been between $10 to $16 million. Beats chose to acquire MOG due to its use of high quality streams for its music library—which supports Beats' aim to create "a truly end-to-end music experience.
Beats by Dr. Dreencompassesvariety of headphones, earphones, speakers and various accessories which enables an individual to relish supreme quality of music. Their main aim is to provide best of the sound manufactured using latest of the science tactics. A wide range of products are found here, ranging from the basic of the model to the most unequalled ones, Beats makes it a point to not to leave out of any service. These products are designed keeping in mind several needs of people, such as DJ’s, Sound engineers, Music phillic’s and also artists who wish to record their songs for amusing their listeners. Beat also becomes a status symbol because all the products start costing from a heavy rate which may be not affordable to one and all. They are also ear friendly since special emphasis has laid to cushioning of the headphones, comfort and maintaining the range of sound decibels in the range of human sound hearing capacity. Thus, concluded, Beats by Dr. Dre can prove to be a “chunk to your pocket” product but it also assures to give to mind boggling experience of sound and music! Beats hence proudly say’s "the best sound matters"
The motive of choosing Beats over any other range or ranges of product is to modify certain things. Beats is mainly meant for upper class audience who can entertain such high costing products but then understanding the Indian economy and Indian market, in my project I have bifurcated the products into categories which will also reap the benefits of Beats to middle class society.
Thusfragmentation of the product and personal liking towards music was my main underlining objective for inclinationtowards Beats.
PRODUCT
Headphones:
Name BeatStar BeatStarPlus BeatPro
Class Middle class Upper middle class Upper class
Availability All stores All stores Selected stores/online
Description Headphones with adjustable features according to one’s comfort ability, cushioned speakers, meant for musicians and sound engineers who love to play with sound.
Meant for basic studio use.
Also reduces the external disturbing sound. Meant for DJ’s, light weight and powerful with cushioned speakers also has feature of sound enhancing, sound reduction and also removes redundant sound. HD sound, used for both DJing and Engineering also meant for outdoor use. Ear sucked cushioned.
Special feature: A controller to adjust treble, bass, booster.
Also available in wireless, with Bluetooth jack and separable wire.
*Custom-beats!
Customizations of headphones are also available.
1. Marvel-D-Beats: Based on marvel comic collection and marvel inspired characters.
2. Beat-A-Whiz: Based upon favouritism of artists, singers and actors and actresses.
3. Graffo: headphone skins printed with graffiti.
Earphones:
Name BeatLight BeatSport Beat-Bug
Class Middle class Upper middle class Upper class
Availability All stores All stores Selected outlets/online.
Description Small yet as powerful as big headphones. Meant for best quality of music in an affordable range, to be used daily in the chaotic world. Athletes who spend half of their time on trade mills and jogging tracks are benefitted by this product which enables them to run with utter comfort without any ear phone breakage or slipping off trouble.
These headphones easily fit themselves into the ear due to its shape moulded into the shape of an ear! Small, wireless bug type ear phones which slips upon one’s ear. With HD sound quality, treble, bass and booster equaliser. Let’s you manage the audio tracks without removing them. Bluetooth connectivity to the phone.
Available in a wide spectrum of colours including skin shade which makes it invisible (almost) when plugged in.
Quality check! :
All the products are made up of gun-metal, a material which makes Beats unbeatable!
Wires and plug ins are well insulated with tough fibre materials which saves the internal thin wires from injury and thus maintain the audibility without damaging the sound effect.
Speakers:
Name Beat-box B-capsule
Availability Selected stores/online Selected stores/online
Description Meant for parties. Multiple headphone slots (3) without any sound difference in any. USB jack (pen drive), visible screen for changing tracks, retina display, rechargeable battery.
*service: Free woofers (2) with HD quality sound equaliser.
Portable, wireless.
Touch buttons with remote to control. Mini version of beat box, with single slot of headphones, and single USB jack. Buttons on it to change the tracks (no touch or visible screen)
Portable, wireless, rechargeable battery.
Material used: gun-metal this makes the speaker durable and non-rusty. Available in 4 colours and also in 2 different textures.
Colour options: Black, White, Deep blue, orange.
B-Dre:
Dr.Dre launches a whole new experience of music, rhythm and beats!
Beats first music player. Now beats now in your pockets.
Features:
Touch screen (capacitive touch)
Measurement:
Height: 4 inches.
Width: 2.3 inches.
Depth: 0.25 inches.
Weight: 3.10 ounces (88 grams)
Internal memory:
1. 16 GB
2. 32 GB
3. 64 GB
Wireless device with 4.0 Bluetooth, retina display, HD video recording, HD camera- 8 megapixels.
Oleo phobic screen, finger print resistant, steel body
Beats Audio.
Battery:
Music playback: Up to 4 hours when fully charged
Video playback: 8 hours when fully charged.
Built in rechargeable lithium-ion battery.
First 8 months will be a free service period if the customer comes across any instrument issue.
PRICE
PRODUCT
NAME
CLASS
PRICE
REASONING
Headphones
BeatStar
Middle class
5-6 thousand. Since the headphone is designed especially for middle class audience it becomes an essential point to keep the pricing in an affordable range.
BeatStarPlus
Upper middle class
12-15 thousand
This product aims audience in the upper middle class category, beat star plus provides powerful features and hence the cost rises a little above the affordable bar.
BeatPro
Upper class
32-35 thousand This product emphasises more upon the big pockets of the market and hence this headphone is a mixer of both the previous one’s also a variant feature of adjusting the sound makes it a rare one! Hence the costing is far above the middle class bar.
PRODUCT
NAME
CLASS
PRICE
REASONING
Earphones
BeatLight
Middle class
3-5 thousand This earphone is a basic earphone which targets common youth and public who can afford this range of ear plugs. With excellent quality of sound it satisfies the urge of music in quite a good amount.
BeatSport
Upper middle class
12-14 thousand Since its emphasis is on athlete and sportsmen, this earphone ranges in this amount because of its special fit-in-ear shape which enables them to run and jog without any disturbance.
Beat-Bug
Upper class
26-28 thousand An exclusive wireless ear bug which makes it an exceptional gadget, since its aiming the upper class audience the product ranges in this amount.
PRODUCT
NAME
CLASS
PRICE
REASONING
Speakers
Beat-box
Upper class
35-40 thousand This speaker targets the partyhollic crowd of the country. Affordable range with a wide spectrum of features, free woofers and super quality of sound makes it a trend to be followed.
Capsule
Upper middle class
23-25 thousand Capsule is a smaller version of Beat-box which makes the upper middle class audience reaps the benefits of these speakers. This product ranges in this amount since it also encompasses variant features which make it a wanted amongst youth and also certain party phillics!
B-Dre
A Beat music player, newly launched by Dr.Dre which will now let the audience experience a bliss in music!
B-Dre ranges in three costing due to its internal memory capacity.
16 GB- 12-13
32 GB- 15-16
64 GB- 18-20
The prices have been decided into this range because there already available IPods and music player who have gained a lot of trust from the people out. The existing players range almost in the same price, some lesser and some higher, hence I chose to keep B-Dre in the mid-range and let it gain the public confidence like it has done in case of their headphones and other accessories.
PLACE
Beats aims on targeting audience not only in the nation but also the international crowd. Since its brainchild, Dr.Dre is an international hip-hop artist and is well renowned for his music and his raps, this will becomes a crowd pulling product with Dr.Dre as its ambassador.
Beats is primarily targeted towards the mass, youth! And also the professionals from various sound technical field. Internationally it will be sold in all the mega music stores and music planets. Also online ordering options would be made for the public to buy this product. Also official web site of Beats avails them to order these products officially from them.
National market will be more aimed towards the metropolitan cities, towns, cities and youth crowded place. Music stores for example, planet M, Rhythm houses, as well as the online stores which pull a lot of crowd such as Flipkart, ebay, etc will be selling these products.
For middle class crowd, headphones and earphones will also be available in various electronic device stores.
PROMOTION
International as well as national brand ambassador and the protagonist of Beats Dr.Dre prove to be a hip-hop sensation and hence inherit a capacity of crowd attraction.
Will be associated with an Indian artist famous amongst the youth so as to connect well with them. For e.g. Honey Singh, Indian Ocean and DJ Aqeel.
These mentioned artist, band and DJ’s have very well won the heart of Indian masses and also have a lot of followers. They can be associated with Beats to promote it in India.
The Indian cricket wizard ViratKohli can be associated will Beats to promote the athlete section of it.
Promotional activity involves will be Advertising, AD campaigns which will sum up broachers, outlets, pamphlets, standees, etc.
Shops or stores holding the product will be given few of the example instruments which will let people not only read and understand but also feel and listen Beats!
Print media marketing will include music related magazines and few selected most-readed newspapers!
Also Beats will be promoted on music channels such as VH1 (international-national), MTV, channel V, Spark, 9XO, etc.
Major sponsorship will be provided by beats to international and national music concerts, where Beats will be the audio!
Digital marketing and online marketing through fan pages on social networking sites such as Facebook, Twitter, etc.
*A special promotional offer to promote not only Beats but their newly launched B-Dre.
**Blend and Beat.
A special combo offer with an exclusive kit called as Blend and Beat aka BAB which will provide the music lovers to enjoy a full-fledged beat experience with a powerful combination of B-Dre and Beat headphones, earphones and speakers!
BAB-1:
A combo of 16 GB B-dre with BeatLight at Rs. 15 thousand!
BAB-2:
A combo of 16 GB B-dre with BeatStarPlus at Rs.22 thousand!
BAB-3:
A combo of 16 GB B-dre with a Beat Capsule at Rs.32 thousand!
Exclusive combo:
BAB-Pro:
64 GB B-Dre with BeatPro + two free woofers and free customizations at Rs.50 thousand!
SWOT
Strengths:
• Current image of Beats
• Brand ambassadors like Hip-hop sensation Dr.Dre also with several international artists with a huge fan following.
• Its ability to deliver supreme audio experience over the years satisfying the users need for music.
• The product quality and durability.
• Variety of products for the customers, professionals and normal group of population.
• Custom-beats i.e., customization of a particular product which ultimately becomes a crowd puller especially youth.
• Increasing understanding of the Indian market by the brand.
• Experience & Knowledge how in technology.
• Trust of People.
Weakness:
• The price range of Beats becomes a drawback since it may not be affordable to one and all.
• Lack of exposure in middle class Indian economy.
Opportunities:
• Opportunity to gain middle class and upper class section of the Indian economy by introducing affordable ranging products with a good quality output.
• Certain designs make Beats most-wanted amongst the professional musicians and athletes.
Threats
• Companies like BOSE, APPLE, JBL, etc. have already established themselves in this section.
• Threats from Chinese or Duplicate products.
• Since it being a brainchild from international artists it may take time to gain public trust and confidence nationally.
• Transportation damage may result into reduced or malfunctioning of the product.
Name: Dhara.Rajesh.Nayak
Class: F.Y.Bmm.
Roll no: 35
Product: Beats by Dr.Dre
Product category: Headphones, Earphones and Accessories.
The best sound matters!
Introduction
Beats Electronics, LLC is a producer of audio products and equipment headquartered in Santa Monica, California. The company was founded by hip-hop artist Andre "Dr. Dre" Young and Interscope-Geffen-A&M Records chairman Jimmy Iovine, and primarily produces products under the brand Beats by Dr. Dre. Its products were manufactured under exclusive license by consumer electronics company Monster Cable since 2009.
The company was founded in 2006, and debuted its first product Beats by Dr. Dre Studio headphones, in late 2008.
The company’s mission is to provide a superior end-to-end music experience- with headphones, devise and services- so fans feel the emotion and hear the music the way artists intended it to sound from the studio. This experience is aided by their partnership with HP, Chrysler Group and HTC Mobile.
In August 2010, mobile phone manufacturer HTC acquired a 50.1% majority share in Beats for $309 million, before selling 25% back to the founders for $150 million, and remaining the largest shareholder with 25.1 per cent, in order to provide "flexibility for global expansion while maintaining HTC’s major stake and commercial exclusivity in mobile."The purchase was intended to allow HTC to compete with other cell phone makers.The purchase also granted HTC exclusive rights to manufacture smartphones with Beats-branded audio systems. Despite its majority acquisition, HTC would still allow Beats to operate as an autonomous company.
On January 12, 2012, Business Week reported that Beats and Monster would not renew their production contract and would be ending their partnership by the end of 2012.
In March 2012, reports surfaced that Beats was planning to acquire the online music service MOG(Music-On the-Go). The acquisition was officially confirmed on July 2, 2012, reported to have been between $10 to $16 million. Beats chose to acquire MOG due to its use of high quality streams for its music library—which supports Beats' aim to create "a truly end-to-end music experience.
Beats by Dr. Dreencompassesvariety of headphones, earphones, speakers and various accessories which enables an individual to relish supreme quality of music. Their main aim is to provide best of the sound manufactured using latest of the science tactics. A wide range of products are found here, ranging from the basic of the model to the most unequalled ones, Beats makes it a point to not to leave out of any service. These products are designed keeping in mind several needs of people, such as DJ’s, Sound engineers, Music phillic’s and also artists who wish to record their songs for amusing their listeners. Beat also becomes a status symbol because all the products start costing from a heavy rate which may be not affordable to one and all. They are also ear friendly since special emphasis has laid to cushioning of the headphones, comfort and maintaining the range of sound decibels in the range of human sound hearing capacity. Thus, concluded, Beats by Dr. Dre can prove to be a “chunk to your pocket” product but it also assures to give to mind boggling experience of sound and music! Beats hence proudly say’s "the best sound matters"
The motive of choosing Beats over any other range or ranges of product is to modify certain things. Beats is mainly meant for upper class audience who can entertain such high costing products but then understanding the Indian economy and Indian market, in my project I have bifurcated the products into categories which will also reap the benefits of Beats to middle class society.
Thusfragmentation of the product and personal liking towards music was my main underlining objective for inclinationtowards Beats.
PRODUCT
Headphones:
Name BeatStar BeatStarPlus BeatPro
Class Middle class Upper middle class Upper class
Availability All stores All stores Selected stores/online
Description Headphones with adjustable features according to one’s comfort ability, cushioned speakers, meant for musicians and sound engineers who love to play with sound.
Meant for basic studio use.
Also reduces the external disturbing sound. Meant for DJ’s, light weight and powerful with cushioned speakers also has feature of sound enhancing, sound reduction and also removes redundant sound. HD sound, used for both DJing and Engineering also meant for outdoor use. Ear sucked cushioned.
Special feature: A controller to adjust treble, bass, booster.
Also available in wireless, with Bluetooth jack and separable wire.
*Custom-beats!
Customizations of headphones are also available.
1. Marvel-D-Beats: Based on marvel comic collection and marvel inspired characters.
2. Beat-A-Whiz: Based upon favouritism of artists, singers and actors and actresses.
3. Graffo: headphone skins printed with graffiti.
Earphones:
Name BeatLight BeatSport Beat-Bug
Class Middle class Upper middle class Upper class
Availability All stores All stores Selected outlets/online.
Description Small yet as powerful as big headphones. Meant for best quality of music in an affordable range, to be used daily in the chaotic world. Athletes who spend half of their time on trade mills and jogging tracks are benefitted by this product which enables them to run with utter comfort without any ear phone breakage or slipping off trouble.
These headphones easily fit themselves into the ear due to its shape moulded into the shape of an ear! Small, wireless bug type ear phones which slips upon one’s ear. With HD sound quality, treble, bass and booster equaliser. Let’s you manage the audio tracks without removing them. Bluetooth connectivity to the phone.
Available in a wide spectrum of colours including skin shade which makes it invisible (almost) when plugged in.
Quality check! :
All the products are made up of gun-metal, a material which makes Beats unbeatable!
Wires and plug ins are well insulated with tough fibre materials which saves the internal thin wires from injury and thus maintain the audibility without damaging the sound effect.
Speakers:
Name Beat-box B-capsule
Availability Selected stores/online Selected stores/online
Description Meant for parties. Multiple headphone slots (3) without any sound difference in any. USB jack (pen drive), visible screen for changing tracks, retina display, rechargeable battery.
*service: Free woofers (2) with HD quality sound equaliser.
Portable, wireless.
Touch buttons with remote to control. Mini version of beat box, with single slot of headphones, and single USB jack. Buttons on it to change the tracks (no touch or visible screen)
Portable, wireless, rechargeable battery.
Material used: gun-metal this makes the speaker durable and non-rusty. Available in 4 colours and also in 2 different textures.
Colour options: Black, White, Deep blue, orange.
B-Dre:
Dr.Dre launches a whole new experience of music, rhythm and beats!
Beats first music player. Now beats now in your pockets.
Features:
Touch screen (capacitive touch)
Measurement:
Height: 4 inches.
Width: 2.3 inches.
Depth: 0.25 inches.
Weight: 3.10 ounces (88 grams)
Internal memory:
1. 16 GB
2. 32 GB
3. 64 GB
Wireless device with 4.0 Bluetooth, retina display, HD video recording, HD camera- 8 megapixels.
Oleo phobic screen, finger print resistant, steel body
Beats Audio.
Battery:
Music playback: Up to 4 hours when fully charged
Video playback: 8 hours when fully charged.
Built in rechargeable lithium-ion battery.
First 8 months will be a free service period if the customer comes across any instrument issue.
PRICE
PRODUCT
NAME
CLASS
PRICE
REASONING
Headphones
BeatStar
Middle class
5-6 thousand. Since the headphone is designed especially for middle class audience it becomes an essential point to keep the pricing in an affordable range.
BeatStarPlus
Upper middle class
12-15 thousand
This product aims audience in the upper middle class category, beat star plus provides powerful features and hence the cost rises a little above the affordable bar.
BeatPro
Upper class
32-35 thousand This product emphasises more upon the big pockets of the market and hence this headphone is a mixer of both the previous one’s also a variant feature of adjusting the sound makes it a rare one! Hence the costing is far above the middle class bar.
PRODUCT
NAME
CLASS
PRICE
REASONING
Earphones
BeatLight
Middle class
3-5 thousand This earphone is a basic earphone which targets common youth and public who can afford this range of ear plugs. With excellent quality of sound it satisfies the urge of music in quite a good amount.
BeatSport
Upper middle class
12-14 thousand Since its emphasis is on athlete and sportsmen, this earphone ranges in this amount because of its special fit-in-ear shape which enables them to run and jog without any disturbance.
Beat-Bug
Upper class
26-28 thousand An exclusive wireless ear bug which makes it an exceptional gadget, since its aiming the upper class audience the product ranges in this amount.
PRODUCT
NAME
CLASS
PRICE
REASONING
Speakers
Beat-box
Upper class
35-40 thousand This speaker targets the partyhollic crowd of the country. Affordable range with a wide spectrum of features, free woofers and super quality of sound makes it a trend to be followed.
Capsule
Upper middle class
23-25 thousand Capsule is a smaller version of Beat-box which makes the upper middle class audience reaps the benefits of these speakers. This product ranges in this amount since it also encompasses variant features which make it a wanted amongst youth and also certain party phillics!
B-Dre
A Beat music player, newly launched by Dr.Dre which will now let the audience experience a bliss in music!
B-Dre ranges in three costing due to its internal memory capacity.
16 GB- 12-13
32 GB- 15-16
64 GB- 18-20
The prices have been decided into this range because there already available IPods and music player who have gained a lot of trust from the people out. The existing players range almost in the same price, some lesser and some higher, hence I chose to keep B-Dre in the mid-range and let it gain the public confidence like it has done in case of their headphones and other accessories.
PLACE
Beats aims on targeting audience not only in the nation but also the international crowd. Since its brainchild, Dr.Dre is an international hip-hop artist and is well renowned for his music and his raps, this will becomes a crowd pulling product with Dr.Dre as its ambassador.
Beats is primarily targeted towards the mass, youth! And also the professionals from various sound technical field. Internationally it will be sold in all the mega music stores and music planets. Also online ordering options would be made for the public to buy this product. Also official web site of Beats avails them to order these products officially from them.
National market will be more aimed towards the metropolitan cities, towns, cities and youth crowded place. Music stores for example, planet M, Rhythm houses, as well as the online stores which pull a lot of crowd such as Flipkart, ebay, etc will be selling these products.
For middle class crowd, headphones and earphones will also be available in various electronic device stores.
PROMOTION
International as well as national brand ambassador and the protagonist of Beats Dr.Dre prove to be a hip-hop sensation and hence inherit a capacity of crowd attraction.
Will be associated with an Indian artist famous amongst the youth so as to connect well with them. For e.g. Honey Singh, Indian Ocean and DJ Aqeel.
These mentioned artist, band and DJ’s have very well won the heart of Indian masses and also have a lot of followers. They can be associated with Beats to promote it in India.
The Indian cricket wizard ViratKohli can be associated will Beats to promote the athlete section of it.
Promotional activity involves will be Advertising, AD campaigns which will sum up broachers, outlets, pamphlets, standees, etc.
Shops or stores holding the product will be given few of the example instruments which will let people not only read and understand but also feel and listen Beats!
Print media marketing will include music related magazines and few selected most-readed newspapers!
Also Beats will be promoted on music channels such as VH1 (international-national), MTV, channel V, Spark, 9XO, etc.
Major sponsorship will be provided by beats to international and national music concerts, where Beats will be the audio!
Digital marketing and online marketing through fan pages on social networking sites such as Facebook, Twitter, etc.
*A special promotional offer to promote not only Beats but their newly launched B-Dre.
**Blend and Beat.
A special combo offer with an exclusive kit called as Blend and Beat aka BAB which will provide the music lovers to enjoy a full-fledged beat experience with a powerful combination of B-Dre and Beat headphones, earphones and speakers!
BAB-1:
A combo of 16 GB B-dre with BeatLight at Rs. 15 thousand!
BAB-2:
A combo of 16 GB B-dre with BeatStarPlus at Rs.22 thousand!
BAB-3:
A combo of 16 GB B-dre with a Beat Capsule at Rs.32 thousand!
Exclusive combo:
BAB-Pro:
64 GB B-Dre with BeatPro + two free woofers and free customizations at Rs.50 thousand!
SWOT
Strengths:
• Current image of Beats
• Brand ambassadors like Hip-hop sensation Dr.Dre also with several international artists with a huge fan following.
• Its ability to deliver supreme audio experience over the years satisfying the users need for music.
• The product quality and durability.
• Variety of products for the customers, professionals and normal group of population.
• Custom-beats i.e., customization of a particular product which ultimately becomes a crowd puller especially youth.
• Increasing understanding of the Indian market by the brand.
• Experience & Knowledge how in technology.
• Trust of People.
Weakness:
• The price range of Beats becomes a drawback since it may not be affordable to one and all.
• Lack of exposure in middle class Indian economy.
Opportunities:
• Opportunity to gain middle class and upper class section of the Indian economy by introducing affordable ranging products with a good quality output.
• Certain designs make Beats most-wanted amongst the professional musicians and athletes.
Threats
• Companies like BOSE, APPLE, JBL, etc. have already established themselves in this section.
• Threats from Chinese or Duplicate products.
• Since it being a brainchild from international artists it may take time to gain public trust and confidence nationally.
• Transportation damage may result into reduced or malfunctioning of the product.