A proposed marketing plan for Honeywell Portable Air Purifier

• Main Authors: David, Kathryn Rey, Dela Cruz, Sonia, Sioson, Carolyne
• Format: text
• Language: English
• Published: Animo Repository 2005
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/17550
• Institution: De La Salle University

The portable air purifier industry has been in existence for more than fifteen years. Since its outset, there is still minimal awareness about the need for air purifiers. There have been any extensive marketing efforts in order to create awareness and to educate the market. Although this may be the case, there are many entrants of famous brands entering the market due to the worsening of pollution. CYA Industries will be distributing Honeywell air purifiers and will re-launch the product to the market. The company wants to find the most lucrative segment that will give them higher returns. Another goal is for the company to educate the market being targeted why they need air purifiers and at the same time increase brand awareness. The proposed plan aims that Honeywell air purifiers be the Market leader in the portable air purifier industry. This can be attained through consistent presence in a medium where the target market is usually exposed to such as magazines and through direct marketing (direct mail, etc.) by using brochures, flyers and compact discs to be given out to the target market in their residences. The product will be marketed as a high-quality product. This will be achieved by emphasizing on its brand as a product that does not only deliver clean air but also delivers high performance. It will also be marketed as a product that is a necessity in having it in homes by claiming that it protects people from the harms of indoor air pollution. The plan does not only aim to sell the air purifiers but it also aims to build a good relationship with its buyers adding perks to purchases. This will allow second-time purchases to take place.