Case Study Of Breathe-EZ
STP: Breathe-EZ
Segmentation:
Many large cities in the United States experience high levels of air pollution year round, in additional to seasonal allergens in the spring. After the American Lung Association's annual “state of the air report” was released in 2016, the U.S city with the worst air pollution was the Hanford-Visalia area of California’s central valley1. According to MRI, men and women are equally likely to purchase air purifiers for themselves or their families. Postgraduates are 46% more likely to invest in air cleansers such as the Breathe-EZ. Viewers of the Home Shopping Network have also been found to be 32% more likely to purchase an air purifier for their home2.
After researching similar products, MRI found that women are 17% more likely to purchase an air humidifier. Of this population of women, those with a college degree are 37% more likely to purchase and are 111% more likely to be between the ages of 25-343. Having a household income between $75,000-149,000 makes an individual 28% more likely to purchase an air purifier.
Targeting:
Breathe-EZ plans on using a micro-marketing strategy to target upper-middle class, female consumers who are between the ages of 25-34 years old. These women have a postgraduate degree and live in California. This target population of female consumers have jobs in …show more content…
She is a college graduate with a household income of over $100,000 a year. As a homeowner, Olivia enjoys watching HSN (Home Shopping Network) to find new, innovative products she can purchase for her house. She suffers from allergies, so she is concerned about her home’s air quality, especially since the overall air quality within Los Angeles is declining. Olivia also has a young child, and she is worried that her home’s air quality could be detrimental to the child’s health. For these reasons, Olivia is the perfect Breathe-EZ
Segmentation:
Many large cities in the United States experience high levels of air pollution year round, in additional to seasonal allergens in the spring. After the American Lung Association's annual “state of the air report” was released in 2016, the U.S city with the worst air pollution was the Hanford-Visalia area of California’s central valley1. According to MRI, men and women are equally likely to purchase air purifiers for themselves or their families. Postgraduates are 46% more likely to invest in air cleansers such as the Breathe-EZ. Viewers of the Home Shopping Network have also been found to be 32% more likely to purchase an air purifier for their home2.
After researching similar products, MRI found that women are 17% more likely to purchase an air humidifier. Of this population of women, those with a college degree are 37% more likely to purchase and are 111% more likely to be between the ages of 25-343. Having a household income between $75,000-149,000 makes an individual 28% more likely to purchase an air purifier.
Targeting:
Breathe-EZ plans on using a micro-marketing strategy to target upper-middle class, female consumers who are between the ages of 25-34 years old. These women have a postgraduate degree and live in California. This target population of female consumers have jobs in …show more content…
She is a college graduate with a household income of over $100,000 a year. As a homeowner, Olivia enjoys watching HSN (Home Shopping Network) to find new, innovative products she can purchase for her house. She suffers from allergies, so she is concerned about her home’s air quality, especially since the overall air quality within Los Angeles is declining. Olivia also has a young child, and she is worried that her home’s air quality could be detrimental to the child’s health. For these reasons, Olivia is the perfect Breathe-EZ