Strategy in TECH...
Historic Hi-Fi brand Marantz has been gracing the homes of appreciative audiophiles for many, many years. Actually, for seven decades after its founding by Saul Marantz in 1953…for those of you who are counting. To celebrate – the company is offering a unique opportunity for audio lovers everywhere to step up their audio gear game with a special, limited-time trade-in program for the latest Marantz gear.
Here’s a dilemma…imagine you make a product that is so good that it may be your peak achievement. It’s built solidly with great technology, sounds great, and works today…and for many years of tomorrows-to-come. Your engineers forgot to build in “planned obsolescence” where the product will “automatically” require upgrading a few years down the road. In fact, it’s built so well, you put an industry-leading 20-year warranty on it!
How do you get owners – who are, for the most part, blissfully enjoying this product for years and years – to upgrade to the latest version with even newer and better technology? It is a conundrum that Bryston faced…and has now solved…by offering an easy upgrade program for owners of their famous 4B amplifiers.
