McIntosh Marketing - Wine Spectator

[Ritmo]

All,

I was just reading this morning the Jan 31 edition of the WS. Page 57 has a Mcintosh full page add. Features the MC turntable, MXA60 and a picture of a McIntosh ensemble - speakers, amp, pre, cd and turntable.

Mike

[Jerome W]

Originally Posted by Ritmo

All,

I was just reading this morning the Jan 31 edition of the WS. Page 57 has a Mcintosh full page add. Features the MC turntable, MXA60 and a picture of a McIntosh ensemble - speakers, amp, pre, cd and turntable.

Mike

Great idea !
A great glass of wine, a nice book, a great recording played through the Mc system = heaven on earth !

[f1 fan]

Originally Posted by C220MC275

Great idea !
A great glass of wine, a nice book, a great recording played through the Mc system = heaven on earth !

Dave

[JDCheek]

It is called marketing segmentation. People with large discretionary incomes buy lots of luxury items, and seek other luxury items. It is interesting that McIntosh is willing to spend the money to do so.

But then again, if a large percentage of McIntosh is being sold internationally, perhaps this would tie Chinas new found taste for fine wine with luxury electronics.

[cmalak]

Originally Posted by JDCheek

It is called marketing segmentation. People with large discretionary incomes buy lots of luxury items, and seek other luxury items. It is interesting that McIntosh is willing to spend the money to do so.

But then again, if a large percentage of McIntosh is being sold internationally, perhaps this would tie Chinas new found taste for fine wine with luxury electronics.

Jim...McIntosh recently hired a new head of Marketing who's background was in marketing various luxury/upscale brands. I believe the idea is to expand McIntosh marketing $ beyond the narrow audiophile market to the well-heeled non-audiophile who enjoy the "finer" things in life. The problem as you allude to is this could be a very expensive experiment with very uncertain returns. The other way to expand the market is to focus on the mass market via iPod/iPhone/iPad friendly-devices with entry-level type gateway products, but McIntosh does not have anything in it's line-up that meets that criteria. Good luck to McIntosh. It will be interesting to see if their strategy (distributing via Varvatos boutiques, advertising in specialty mags such as Wine Spectator and so on) works. I sure hope it does, as the high-end audio industry needs to find new customers fast.

[W9TR]

It's a great approach. I hope it will position the brand as the true upscale / aspirational brand that it has been historically. Advertising in the usual audio rags is pretty much pointless.

[metaphacts]

Originally Posted by JDCheek

But then again, if a large percentage of McIntosh is being sold internationally, perhaps this would tie Chinas new found taste for fine wine with luxury electronics.

Great that's all we need. That market in particular has driven the prices on the classic Bordeauxs (among others) beyond the reach of mere mortals. Lets hope they don't do the same for audio pricing.

[-E-]

You can blame Parker (and greed) for the idiocy behind the price increases - not the Chinese...

[metaphacts]

Originally Posted by Vesuvius

You can blame Parker (and greed) for the idiocy behind the price increases - not the Chinese...

Well to be fair, the Chinese are finishing the job that Parker started.

[Masterlu]

Originally Posted by metaphacts

Well to be fair, the Chinese are finishing the job that Parker started.