Analysing Target Audience and Developing Recommendations for Promoting Homecare Appliances (a Case of Cordless Vacuum Cleaner Bosch Unlimited)

Companies producing home appliances tend to focus on innovative segment of multi-use cordless vacuum cleaners. The reason is the rapid growth of the segment. The segment’s potential entails increased competition. Such players as Tefal, Philips, Samsung, LG have entered the segment of multiuse cordless vacuum cleaners. Competition enhances brand activity in communications with consumers. In highly competitive market, it is necessary to use all available opportunities as efficiently as possible. This is impossible without establishing effective communications with potential customers. It is important to analyze the target audience of the product properly, to develop communication messages and to select communication channels that will ensure effective transmission of the message to the target audience. When new product enters the market, the business has to solve this problem exactly, which makes this study relevant. During the preparatory stage, theoretical approaches to analyzing the target audience, developing a communication message, and generating consumer insights were studied. Advertisement tools and evaluation of communication effectiveness were described as well. Also, vacuum cleaners’ market was analyzed, Bosch segmentation methods were presented. An overview of the results of Bosch Unlimited advertising campaigns was conducted and competitors’ main communication messages were presented. The main stage of the study consists of analyzing existing practices of the company, conducting interviews and carrying out an online survey with buyers of vacuum cleaners. Analysis of the target audience is based on demographics, preferences, cultural environment, obtained during the online survey. The recommendations are based on consumer identified and confirmed consumer insights, reasons for the purchase, and information on the media consumption. The final stage of the study consists of an assessment of the existing approach to segmentation of target audience. Target audience profiles were created and recommendations on communication messages and the choice of communication channels were developed. This study attempts to undertake the task of promoting a new product on the market. It consists of analysing the target audience of the product, making the choice of communication messages and communication channels. The results of the study may be useful for other studies and for other manufacturers of multi-use vacuum cleaners.