McIntosh Intros Lower-Priced Lines
McIntosh during the next few months plans to launch products designed to reach beyond the audiophile market and expand its customer base. The launch will coincide with an advertising campaign that will include celebrity event marketing, a first for the company.
McIntosh is also using its redesigned web site (an ongoing effort) to market bundled systems, such as the SOHO audio components and Westchester home theater components, said Charlie Randall, McIntosh president.
"We want to bring more of those people into the audiophile market by explaining what components go together and what type of system is needed to suit a particular room," Randall said, adding that the new strategy fueled by requests from McIntosh's 200 dealers to help them differentiate their businesses and sell more multi-component systems.