Answer to Question #285984 in Management for Kizia

Question

Direct-to-Consumer Air Conditioner Case Study

People leave their homes in the summer to enjoy the warmer weather. Summer heat isn't for everyone; many older flats and houses lack central air conditioning and rely on fans or in-window air conditioners to keep cool. Despite the fact that many home technology gadgets are sleek and high-tech, the humble room air conditioner has stayed unchanged for decades, keeping its distinct lack of design.

April air conditioners intends to rectify this situation. The new direct-to-consumer (DTC) brand takes a fresh look at in-window unit design and positions itself as a design object as well as a functional appliance. It's hit a nerve with customers; within the first five days of releasing a wait list for the product, there were more than 2,000 people on the waiting list.

2. Develop a profile of target market for April. Include a demographic, social and psychological and situational characteristics (use your research skills)

Answer 1

The new DTC has a significant advantage and can attract many customers from different market segments. In this case, the target market for April will include:

Demographic

Target audience homeowners and commercial buildings

Social and psychological

The season provides new opportunities in terms of social and psychological aspects of the targeted market, and the company will focus on the lifestyles, values, and interests of the customers in the target market

Situational characteristics

The season is characterized by high demand for air-conditioning products; therefore, the most suitable target market would be based on the weather conditions.