Customer Value Hierarchy

1. 4P’s
• PRODUCT
 Air purifier- A portable device to free air from contaminants.
 Features- Less noisy, eliminates odour, attractive design and safe for new born.
• PRICE
 Efficient Pricing: Rs.15,000-35,000
 On the basis of cost of production, price of competitors and demand in the market
• PLACE
 Distribution Channel: Manufacturer to Retailer to Customer
 Retail stores in major local areas for easy accessibility
 Eliminate cost through less intermediaries.
• PROMOTION
 Advertisements in newspaper, magazines and television emphasizing on the target market need (parents of
new born).
 Personal Selling and Sales Promotion
 Conduct Seminars to make people aware about the product and its benefits.
AuraPure – Air Purifier

2. Core Benefit
Purifies the air.
Basic Product – Portable
device which eliminates
airborne pollutants. Expected Product
Attractive Design
Less noisy
Multicolour options
Light weight
Easy to use
Warranty and customer
services
Augmented Product
Eliminate Odour
Emitting Scented Fragrance
Smart Phone App
Wifi Enabled
Specially designed for new born
babies.
Potential Product
Humidity Control
Compact Size
Mosquito Repellent
An Adapted app

3. Segmentation & Targeting
• Market Segmentation: Niche Marketing.
• Geographic Segmentation:
• Metro & Tier 1 cities
• Tier II and III cities
• Cities Based on air quality index
• Demographic Segmentation:
• Income
• Age
• Marital status
• Lifestyle:
• Working mothers
• Target Group
• Metro & Tier 1 cities
• Top 50 cities with poor air quality as per
national air quality index.
• Income : Families belonging to upper middle
class and high income.
• Age: 25-35 years of age
• Marital status: Married, couples who are
expecting a child or recently became
parents.
• Lifestyle:
• Working mothers
• Working parents

4. Positioning
• Convey the message that the product provides you the purity of Himalayan air
within the comfort of your home.
• “Its your responsibility to guarantee a pollution free environment to your kid”
This message basically will help trigger an urge within the newly became
parents to go for this product.
• “ Because your child needs it”
The tagline will serve the purpose of emotionally appealing to the
parents or expecting parents to go for our product.