5. Target Market: Behaviors
• Direct Users of the product
• Pool Service Companies
• Seasonal Usage and interest
6. Segment Profile
• Nationwide
• Upper / Middle Class
• Two income families, or single parent families
• Typically spend weekends home
• One vacation per year
7. Target Strategy
• Concentrated Approach
• User specific marketing
• Partnerships with Pool Suppliers
and Servicing Companies
8. References
• Swimming Pools: Do They Increase or
Decrease a Home’s Value? (Hoak, A.
Retrieved February 28, 2008) Real Estate
Journal.com
(http://homes.wsj.com/homegarden/2006080
9-hoak.html)
Editor's Notes
The Automated Pool Water Analysis and Adjuster system provides pool owners with an increased level of comfort and security. Water quality issues plague all pool owners, are more prevalent and varied depending on geographic location, and are one of the biggest challenges that owners face. The automated system will allow the owner to set a schedule for water analysis. On the time specified, the system automatically extracts a sample, mixes the appropriate analysis chemicals, and provides a printout to the owner letting them know the status, with chlorine or bromide, PH, acidity, and alkalinity levels outlined. Included in the printout is a defined level of quality, either green – or okay to swim, yellow – maintenance or attention required, or red – meaning immediate action is needed to adjust the quality of the water before swimmers may enter the pool. In the event that attention is needed, the system, relying on it’s core supply of various typically used chemicals, automatically distributes the appropriate amount to adjust the water quality and then activates the filter to distribute throughout. When the core supply of chemicals is low, the system notifies the owner with a printout listed the amounts and types of chemicals needed. If there are any critical issues, for example the chemical required to adjust the pool water is not a standard one and not part of the core chemicals, the owner is notified of the type and amount needed. This type of analysis and service is typically something that pool owners must visit a local service center for, and make large expenditures with the hope that the outcome will be positive. Automating this would allow owners to feel at ease with using their pool at their convenience.
One only need take a scenic flight over any residential area to know that swimming pools are more prevalent than you would think. “in 2005, 219,000 above-ground pools were sold, bringing the total number of them in the country to 3.6 million” (Hoak, 2008) The people who own the pools are varied, but the desire for lower maintenance spans the entire owner population. However, it is anticipated that initial release of the Automated Pool Water product will bring a high price tag, therefore the target audience demographics would be to those who are financially qualified. This would be to households with middle to upper class incomes. Baby Boomers are now at the point where a pool is theirs for relaxation, most of them still work and are two income families, so the benefit of this product is an easy one to see. Generation Y is just now establishing themselves and settling into a chosen lifestyle. A pool for this audience is recreational, they work hard and play hard, and maintenance is a chore and in their perception should be automated along with everything else! Given the expense, the product is targeted at professionals, with an obvious slant toward middle class families with children. Many people justify the pool purchase itself based on the fact that it is an oasis for the children. As for the Upper Class, pools are considered a luxury item and a place for relaxation and socialization, particularly the custom designed in ground type. This audience would feel it is an unnecessary burden to deal with the maintenance and welcome an automated system (also would likely have a pool service to check the automated system, further removing any effort!).
The target psychographics for the product are primarily in the 35-65 year old age range. Of this group, we will focus on those that are homeowners, and achievers. Purchasing and owning a pool, and maintaining one, is a desire and demonstrates achievement for many. They are also experiencers, wanting to relish in the benefits that come with pool ownership. And further wanting their families to benefit. Believers at heart will also be in the target group. They are solid buyers, who will feel that owning a pool is actually a better investment allowing them more quality time at their home.
Segmentation of the audience by behaviors allows us to drive the marketing strategy and approach in a more customized way, maximizing our efficiency. There will likely be two key users of the product, direct and indirect. Direct users are those that are purchasing the product to reduce their current effort at home maintenance. This group spends a significant amount of their personal time dealing with yardwork, general maintenance, and upkeep of their environment. Any item or purchase that reduces the effort, and allows for more time spent enjoying what they work so hard for, will be welcome. The indirect users are those that are more wealthy, perhaps executives, or retirees. This audience has worked hard for what they have, and perhaps feels entitled to not be bothered with maintenance and just focus on enjoyment. They may have a pool service company that addresses their maintenance needs, so the product would be marketed at them and at the service companies. In both instances there will be seasonal usage and interest in the product, depending on geographical location. Users in the northern hemisphere, who are subject to true seasonal weather, will not likely think of or be interested in the product until early spring, or even during the height of the summer. Targeting the marketing to those two times of year will catch those who are planners, and those who might have made it well through early summer but are now desiring reduced effort and workload to enjoy the remainder of the season.
The segment profile of this group is fairly specific. Swimming pools are used and purchased across the U.S. and abroad. We will seek to focus first within our borders, and expand as the product usage increases. The nationwide focus, however, will be targeted seasonally The key audience is upper to middle class, as that is the group that will be most financially able to purchase and maintain the product. These are two income families, where both parents or both members of a couple are out of the house working during the day and unable to focus on home maintenance until the evenings – when they would rather be spending time with family. Another option is the single parent family, when time with the child or children is usually chosen over home repairs or upkeep. This group typically spends their weekends at or around the home, they’ve made an investment in the pool and wish to leverage it fully. They take one ‘big’ vacation per year, why should they leave the home when the environment is so welcoming!
We will take a concentrated approach to the marketing for the product. The audience for the product is limited to pool owners, and then further segmented by financial status and social behaviors. This eliminates an undifferentiated approach, and a differentiated would not be beneficial due to the limited users. The marketing can be specific to the user groups being the direct users, or those who are middle class and seeking to reduce the time spent on home maintenance, and the indirect users or those who are well off and feel that they have worked too hard already. This group wants to enjoy the fruits of their labor, and not toil for them. By forming partnerships with pool suppliers and companies that service private owner pools, we have an opportunity to reach deeper into the market. Pool supplier relationships could expand saturization to a broader audience, expanding our market to not just existing pool owners but future owners. Service companies could reduce their own expenses and see benefit to more efficient maintenance of their existing customer base.
