This Case Study Presentation provides the analysis report performed based on the provided inputs for the PwC Capstone Project, on marketing a Home Security System.

1. Electric Growers – Home Security System:
Market Analysis Report
Date: Sunday, June 25, 2017
By Vikram Gopalan
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2. Agenda
• Home Security – Notable Stats and Facts
• Customer Profile – Key Attributes
• Customer Profile – Analysis Report
• Top segments and their description – Week-2 Analysis Results
• Demographics – Analysis Report
• Key Markets by Score - Week-3 Final Report
• Final Proposal – for Electric Grower Marketing
• Questions
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3. Home Security – Notable Stats and Facts
1. More than 2M home burglaries are reported each year in the United States.
2. Nearly 66% of all burglaries are residential (home) break-ins.
3. According to the FBI, Home Burglary is the most common threat to our homes.
4. In the U.S. a home burglary occurs every 13 seconds.
5. Only 17% of the homes in U.S. have a security system.
6. Homes without security systems are up to 300% more likely to be broken into.
7. The average property dollar loss per burglary is a staggering $2,251.
8. Burglars tend to avoid homes with security systems.
9. Renters are just as likely to be the victims of property crime as homeowners.
10. People want security and need peace of mind.
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4. Customer Profile Report
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5. Customer Profile – Key Attributes
Criterion Preferred Profile
Top-3 Customer Segments Identified 1. Diverse Workers
2. Mass Markets
3. Young Upscale Families
Customer Median Age 33 years old
Average Home Value 300k
Positive Survey Contribution 40% (combined)
Top-3 Survey Answers Considered 1. Prefer Products With the Latest Technology
2. Willing to Pay More for Top Quality Electronics
3. Will Switch Brands to Use a Cents-Off
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6. Customer Profile – Analysis Report
2.64%
2.83%
2.13%
2.43%
2.84%
2.24%
2.90%
2.75%
1.87%
Diverse Workers
Mass Markets
Young Upscale Families
Customer Segments Vs Survey Results
Will Switch Brands to Use a Cents-Off Coupon- Agree
I am Willing to Pay More for Top Quality Electronics- Agree
Prefer Products With the Latest Technology- Agree
19%
19%
26%
9%
27%
Financial Status
(Dollar split)
Bronx Brooklyn Fort Worth
Los Angeles San Antonio
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7. Top segments and their description – Week-2 Analysis Results
Results
Identified top 3
segments to target:
• 1.Diverse Workers
• 2.Mass Markets
• 3.Young Upscale
Families
Who they are:
• 1.Prefer Products
With the Latest
Technology
• 2.Willing to Pay More
for Top Quality
Electronics
• 3.Will Switch Brands
to Use a Cents-Off
Data Visualizations – Week-2 Analysis Results
Segments and Survey
Counts
Prefer Products With
the Latest
Technology- Agree
I am Willing to Pay
More for Top
Quality Electronics-
Agree
Will Switch Brands
to Use a Cents-Off
Coupon- Agree
People Ask Me for
Purchasing
Advice- Agree
Own Burglar
Alarm
I am Among First of
my Friends to try
new Technology
Products- Agree
Would like to buy
Security Devices
Grand
Total
Comfortable Retirees
5126538 0.92% 0.68% 0.96% 0.57% 0.31% 0.36% 0.15% 3.96%
Diverse Workers
3653326 2.64% 2.43% 2.90% 2.00% 0.90% 1.52% 0.42% 12.81%
Elder Midscale Class
6709160 1.45% 1.27% 1.37% 0.88% 0.75% 0.51% 0.54% 6.77%
Elite Households
3922926 1.30% 1.46% 1.13% 0.89% 1.21% 0.70% 0.98% 7.67%
Mass Markets
3782280 2.83% 2.84% 2.75% 2.15% 1.54% 1.64% 1.02% 14.77%
Modest Families
2647809 1.18% 1.10% 1.36% 1.08% 0.18% 0.77% 0.28% 5.97%
Prosperous Acheivers
5455273 1.13% 1.21% 0.89% 0.70% 1.14% 0.52% 1.08% 6.67%
Upscale Matures
6370407 0.85% 0.82% 0.76% 0.49% 0.78% 0.36% 0.57% 4.62%
Well-Heeled Affluents
9066740 0.85% 0.96% 0.66% 0.55% 0.89% 0.43% 1.49% 5.85%
Young Affluent Mobiles
2990662 2.01% 2.14% 1.71% 1.39% 1.28% 1.13% 0.54% 10.19%
Young Upscale Families
3502870 2.13% 2.24% 1.87% 1.36% 1.68% 1.08% 0.47% 10.82%
Young Urban Masses
8944892 2.09% 2.16% 2.14% 1.57% 0.48% 1.30% 0.17% 9.91%
Grand Total 19.38% 19.31% 18.49% 13.63% 11.13% 10.34% 7.72% 100.00%PwC Client Confidential - Copyright 2017
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8. Demographics Analysis Report
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9. Demographics – Analysis Report
0% 20% 40% 60% 80% 100%
Bronx
Brooklyn
Fort Worth
Los Angeles
San Antonio
Population by Race
White Black Hispanic Hawaiian Asian Indian Others
20%
19%
27%
27%
7%
Population Growth Rate
Bronx
Brooklyn
San Antonio
Fort Worth
Los Angeles
• On left Pie-chart, Population Growth Rate of the
identified 5 locations are shown, by their
contribution to the Pie.
• Below is a bar chart projecting the ethnicity of the
identified Customer segments, by City.
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10. Key Markets by Score - Week-3 Final Report
City State
Population
Growth Rate
Total Crime Total Crime %
Housing
Construction
Segment
Population
Final Score
BRONX NY 1.59% 34,700.625 1.52% 0.82% 70.08% 18.50%
BROOKLYN NY 1.46% 51,354.125 2.25% 1.25% 58.48% 15.86%
SAN ANTANIO TX 2.16% 31,554.375 1.38% 0.87% 58.33% 15.69%
FORT WORTH TX 2.09% 27,930.875 1.22% 0.74% 55.81% 14.97%
LOS ANGELES CA 0.53% 37,202.625 1.63% 0.37% 54.31% 14.21%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
Bronx Brooklyn San Antonio Fort Worth Los Angeles
Population Growth
Total Crime
Housing Construction
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11. Final Proposal
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12. Final Proposal – for Electric Grower Marketing
Target Locations
• Out of 5028 Cities
analyzed, 5 key
proposed targets
are:
1. Bronx
2. Brooklyn
3. San Antonio
4. Fort Worth
5. Los Angeles
Target Segments
• Identified top 3
Segments to target:
• Diverse Workers
• Mass Markets
• Young Upscale
Families
Targeted Survey Feedbacks
• Who they are:
• Prefer Products With
the Latest
Technology
• Willing to Pay More
for Top Quality
Electronics
• Will Switch Brands to
Use a Cents-Off.
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Targeted Criteria’s
• Other Criteria’s
considered are:
• Population Growth
Rate
• Total Crime
• Housing Construction
• Segment Population
• Final Score
• Data set used:

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Questions?
Thank you!