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Company, Competitor, And Consumer Analysis
Consumer Analysis
Segmentation, Targeting, Positioning?
Who is the potential Segment?
The market segment for this product would best be determined through some creative market research. Absent that, it makes sense to associate the product with active people who carry electronics with them, who drive vehicles, or who have a tendency to lose their possessions in their homes. Single people, parents with young children, older empty nesters, and elderly people are all potential consumers for this product.
Who is your target Segment?
The target segment will have discretionary funds, numerous gadgets to keep track of, and tend to move between several venues over the course of the day (e.g., transitioning between home, work, gym, restaurant, school, vehicle, and friends' homes). The primary age group of the target segment is 55 to 75 years, which is fundamentally the baby boomer market.
Why your product would be useful and attractive to your target?
The product Find My Things is a practical time-saving accessory. Everyone misplaces personal items every so often, and active people who experience many transitions across the day are more likely -- as a group -- to temporarily lose track of items such as keys, cell phones, wallets, credit card holders, and remote controls. Parents of young children might even want to attach a Find My Things to their toddler's favorite items. Any parent who has ever scoured the house trying to find their child's half-full tippy cup or the Buzz Lightyear figure can appreciate the advantage of this handy locator gadget. The Find My Things locator is a straightforward way to find possessions that are in the immediate area but can't easily be found. Consider the problem of the media remote control that has slipped into the crevice of the couch cushions, or the car keys that have been left in the lock and are hanging outside where anyone could grab them, or the cell phone that has been left in a jacket pocket hanging...
The product concept is the similar, but the locator mechanism is different. The marketing mix for the product focuses on price, distribution, and product. The competitor's product is a small disc that operates on Bluetooth connectivity. Multiple discs can be mapped to a single cell phone. The product can be differentiated by price since it is a simpler technology that the competitor's product. Distribution would be a multi-channel endeavor, with ads placed in magazines…
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These savings can be used in investing in customer services. However, the company has identified other product categories that can be used in addressing international markets and included them in its offers. Such product categories that can be used in increasing market share are represented by electronics, office products, grocery, jewelry, clothes, and others. Amazon identified these product categories as important opportunities in addressing European and Chinese markets. Another important area
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