MAXELL EUROPE LAUNCHES NEW HEADPHONES RANGE FOR 2009

FOR IMMEDIATE RELEASE
(Free-Press-Release.com) August 13, 2009 -- Maxell Europe Ltd, leading manufacturers of Data Media, Flash Media, Memory Cards, Batteries and Accessories is delighted to announce the highly anticipated launch of its new Headphones Range for 2009. Maxell has taken giant leaps forward with the range and will soon unleash some brand new, top-quality headphones, as well as relaunch some former consumer favourites in some exciting new packaging.

The condensed and compact range of 13 different headphones is suitably divided to cover all price points and offer different features. Feedback from the industry suggests a shift in the market towards Inner Ear Buds (or Canals) and Maxell is responding by introducing five Canal Ear Buds alongside a range of ear clips, ear hooks and headphones.
Maxell reintroduces the quirky consumer favourites, Colour Budz at the lower priced end of the range, targeting the younger age groups as the fun and affordable choice for young music lovers.

At the mid-priced range, Maxell launches an inspiring selection of Canal Ear Buds, such as the Colour Canalz, alongside the brand new Clipso Ear Clip and the popular Crystal Budz headphones made with Crystallized™ Swarovski Elements. The Crystal Budz now feature in an elegant tin box, opening up a new ‘Elegance’ range, which also includes an exclusive Crystal Ear Hook. Intended primarily for the female market, the Elegance headphones reinforce the notion of ‘headphones jewellery’ by offering consumers a keepsake box for their product.
With the higher-priced range, Maxell targets those experienced consumers specifically looking for exceptional sound playback and quality. Products to look out for include the Velvet and the DrumSoundz ear buds, for which initial feedback from retailers has been extremely positive.

Complementing the product launch is a complete renovation of the packaging, which now has a more ‘European feel’, allowing Maxell to fully target their European audience. Consistency is created throughout the range by applying three distinguishable design elements to each product and then modifying them by means of colour and blister size to communicate their different price points. Bright coloured packs and smaller blister sizes are used for the entry-level products, such as the Colour Budz, whereas those priced higher, such as the Velvet and DrumSoundz, are displayed in more luxurious coloured packaging and one type of blister for larger headphones. Maxell has also been able to efficiently reduce the number of different blister packs to just three, thus reducing the total amount of plastic needed.
The launch of the new headphones range indicates an exciting time for Maxell. Maxell's European New Product Assistant Manager, Dan Woodstock, anticipates this being a huge area of growth for the company, stating: "We want Maxell to be a serious player with our new range. We currently have around 8% of the worldwide headphones market and 4% of the European — our goal is now to push these figures up towards 10%"

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