Target market analysis for Audio Research's Zentral Home Command Smart Remote

Marketing Audio Research's Zentral Home Command Smart Remote: Customer

Where do customers shop and why?

The customers that should be targeted in marketing campaigns would shop primarily in electronics stores, increasingly at larger establishments such as Best Buy. As the device is specifically designed to allow for the centralized control of up to sixteen electronic audio/visual devices, it is reasonable to assume that the bulk of the interest in this product would be with those consumers that routinely operate several electronic devices at one time; such consumers are more likely to put more thought into the equipment that they purchase and be at least slightly better educated than the average consumer when it comes to electronics. Electronic specialty stores and departments, then, would be the best places to market the device.

How much are they willing and able to spend?

Again, when compared to the average consumer, the tech-savvy individuals who would be most interested in the Zentral Home Command Smart Remote would be willing to spend a slightly higher price for a remote device than other consumers. As the device does not actually improve or expand functionality, however, but merely enhances the ease of us of already existing devices and functions, the rice for this technology could not be placed at an incredibly high premium. Given that it will replace several standard remotes by incorporating a piece of technology with which the consumer is presumably already familiar, and which serves many other functions (i.e. The smartphone), a price tag in the fifty to seventy-five dollar range would be appropriate for the Zentral Home Command system.

What are their ethnographic and attitudinal characteristics?

The technology represented an supported by the Zentral Home Command Smart Remote appeals to a broad range of ethnographic and attitudinal ranges, though some generalizations can be made. They would tend to be younger- to middle aged adults (mid twenties to upper thirties), and would most typically be Caucasian and male, with expendable income. The concept of remaining current would most likely be a defining characteristic of the consumers interested in this product; not only does it require the use of some of the more recent technologies to be fully functional (especially the smartphone itself), but it enhances the use of existing technologies as well.

How can you describe their lifestyles and activities?

Along with some degree of expendable income, the primary consumers for this product would also have a fair amount of leisure time in which they were engaged with various audio-visual equipment. Sound mixing, video blogging, both video and sound editing are all activities that could be enhanced by the use of this device and would likely already be activities that consumers were engaged. The leisure time expected in the lifestyle of the targeted consumer would also connote a lower level of external responsibility, and a more sedentary lifestyle is also indicated over regular engagement in more athletic activities, though this is by no means a clearly defined feature of the consumers' lifestyle.

What are their concerns and wants regarding current similar products/offerings?

Part of the benefit of the Zentral Home Command Smart Remote is the relative lack of competition in this field. Still, consumers would demand an ease of functionality and a lack of usage problems in the device, both of which have been problems in wireless technologies when they first appear. As this device is designed to interface with a variety of products from presumably any electronics brand, these concerns are likely to be heightened with the release of this product. Another minor concern that might be faced with the release of this product is the problem of encoding the Zentral Home Command device. This can be an issue even with the basic universal remotes that are sold today, and would likely be more complex with this device.