Jabra’s decision to exit the consumer market is more about poor business decisions, and a lack of true consumer marketing, while Panthers player Jarome Luai was spruiking JBL’s buds and PartyBox speakers, and a variety of celebrities spruiked beats, Jabra was sitting back trying to work out pack designs with little if any investment in creating an aurora around their brand despite their product being up there with the best. Marketing was a cost centre, for the Danish brand and as share and profits evaporated management were torn between the B2b market and consumer that was burning up revenue. Even their exit from the consumer market smacked of poor timing.
Immediately after introducing an upgraded versions of its Elite 10 and Elite 8 Active earbuds yesterday, Jabra suddenly sprang on the market the news that they were exiting the consumer market. It was as if it was a case of bugger the impact, on their earlier product announcement the board had decided they were getting out of the consumer market with no regard to the impact it would have on the brand across all of the markets they compete in. In Australia Jabra CEO David Piggott, has gone through a multitude of marketing managers whose role in the past is to juggle limited budgets between B2B and consumer with the business primarily working on a model that was based on throwing money at retailers instead of personalities, sponsorship, or high-profile consumer marketing.
The Company admits says it’s departing the consu.
