Segmenting and Targeting

Target Markets Recent research indicates that Canadian consumers seem to be willing and able to purchase household appliances that will facilitate their daily chores. Due to the busy lifestyles of these Canadian individuals, one can see they often invest a considerable amount of their income into household equipment that needs minimal maintenance as well as labor. The target individuals would particularly be those who can afford to spend a significant amount on an innovative cleaning product such as the Cleaniac. This suggests that individuals in the middle as well as upper-income bracket would be prepared to incur such risks for testing out an original product, since they do not fear spending some of their disposable income on such a purchase. The information gathered aids the assumption that the Cleaniac will be targeted and purchased by individuals and couples with engaged lifestyle; such as both being employed full-time and with children. Moreover, consumers would have professional occupations that will generate an income of $73,849 and over which is the average income estimate of the Ontario population, which also encompasses the upper class. Furthermore, older individuals that fall between the ages of 60 and 74 and who are within the upper income bracket would find the Cleaniac appealing due to its efficiency and effectiveness. The older adults would find this new innovation convenient, given the minimal effort required in operating it. However, due to their age, the older adults are considered to be laggards, which is why they will not be the focus of our target market. Essentially, our target market will consist of dual or single-parent households as well as married couples without children.
Statistics Canada has described the trend that Canadian homeowners have practiced regarding household appliances from the years 2000 to 2004. This study indicates that the annual percentage rates of the appliances have been steadily increasing. The province that surpass all the others in regards to expenditure-based real gross domestic products is Ontario with $483, 253[1]. Based on the current data provided, it is highly implied that the obvious starting location would be the province of Ontario in order to establish how successful the Cleaniac will be in the Canadian market. The expansion of the Cleaniac to the other parts of the Canadian market would be based on the resulting profits generated within the Ontarian residents.

Marketing Mix

Product

The Cleaniac all-in-one vacuum cleaner, floor washer and deodorizer is a machine with sensors that can be easily programmed to clean all floor surfaces in the house. With the use of its retractable legs, it can effortlessly climb down stairs, in order to clean them and to reach other levels of the domicile. This shopping good comes in four choices of colour: black, white, silver and red. It includes an extra reusable filter, a tool to clean the bristles on the scrubbing brushes, a charger, and a rechargeable battery, which has a battery life of three hours for every three hours charged. The Cleaniac is easily programmable with the use of four buttons: on/off, carpet, floor, and spray. When “carpet” mode is selected, the machine will clean the assigned carpeted area, and will automatically shut off when hard floor is touched. The reverse is also true. Also, included with the product is a deodorizer spray compartment built in to the machine which emits small mists of air freshener every fifteen minutes. This option can be turned on or off using the “spray” button. It can also be manually sprayed whenever the consumer wishes upon holding the same button. As for the use of its retractable legs, it can only go down stairs. As the sensors detect an edge, the legs protrude and allow the descent and cleaning of each step. The sensors also aid in defining objects such as tables and chairs in a given room, and will