Team members names: Kay Wing Man Liu, Junseo Lee, Gurmeher Bhatia, Yingshi Zhou, Linh Nguyen
Title of Campaign: Philips Wake-up Light
One of the 4 Best Products of 2019
1
Table of Contents Executive Summary .............................................................................................................. 3 ●
Introduction of the Philips ....................................................................................... 3 o
Company background ............................................................................................. 3
o
Features and benefits of the Philips Wake-up Light ................................................. 3
●
Mention of the competition ..................................................................................... 4
●
Statement of the Main Problem or Situation facing the brand .................................. 4
●
Overview of the purpose of the report ..................................................................... 5
Consumer and Trade Objectives ............................................................................................ 5 o
For Consumer Target - ............................................................................................ 5
o
For Trade Target - ................................................................................................... 6
Target Audience .................................................................................................................... 6 o
Consumer Target:.................................................................................................... 6
o
Trade Target: .......................................................................................................... 8
Consumer and Trade Attitude................................................................................................ 9 ●
Consumer:............................................................................................................... 9
●
Trade: ..................................................................................................................... 9
●
Questions from decision-makers: ............................................................................ 9
●
Questions from marketers: .................................................................................... 10
●
Questions from sales force: ................................................................................... 10
Key Message ....................................................................................................................... 10 ●
Consumer.............................................................................................................. 10
●
Trade - .................................................................................................................. 11 o
Decision makers .................................................................................................... 11
o
Marketers .............................................................................................................. 11
o
Sale forces ............................................................................................................ 11
Proof ................................................................................................................................... 11 ●
Consumer.............................................................................................................. 11
●
Trade .................................................................................................................... 12 o
Coloured Sunrise Simulation ................................................................................. 12
o
Dimming light gently sends you off to sleep.......................................................... 12
o
7-8 Natural Sounds & FM Radio ........................................................................... 12
o
Tap Snooze & Reading Lamp ............................................................................... 12
o
Midnight Light Function with 4 display brightness levels ...................................... 13
2
What is the desired response ............................................................................................... 13 ●
Consumer.............................................................................................................. 13
●
Trade .................................................................................................................... 13
Creative Strategy................................................................................................................. 13 a)
What is the tone & manner of your proposed campaign? .......................................... 13
b)
What is the theme or main idea of what the campaign is about? ................................ 14 o
Consumer Promotion Strategy............................................................................... 14
o
Coupon (Direct mail coupons & Email Marketing) ............................................... 14
o
Cause-related program .......................................................................................... 14
o
Contest.................................................................................................................. 14
●
Trade Promotion Strategy ..................................................................................... 15 o
Spotting allowance: ............................................................................................... 15
o
Display allowance: ................................................................................................ 15
o
Training for personal seller: .................................................................................. 15
Creative Development ......................................................................................................... 15 ●
Sales Promotion Tactics ........................................................................................ 15
●
Consumer promotion tactic: ............................................................................... 15 Trade promotion tactic: ......................................................................................... 18
Add value for the decision maker - Spotting allowance: ..................................... 18
Add value for the marketer - Display allowance: ............................................... 18
Add valle for personal seller - Training:............................................................. 19
●
Consumer Ad Strategy* ........................................................................................ 20
Coupon (Direct mail coupons & Email Marketing): ........................................... 20
Cause related program: ...................................................................................... 20
Contest: ............................................................................................................. 21
Develop the Consumer Ad: ................................................................................................. 21 Trade Magazine Ad Strategy* ............................................................................................. 22
Trade Magazine: ................................................................................................... 22
Summary............................................................................................................................. 23 ●
Measurement: ....................................................................................................... 24 o
For the consumer promotion - ............................................................................... 24
o
For the trade promotion: ........................................................................................ 25
References .......................................................................................................................... 26
3
Executive Summary â—? Introduction of the Philips o Company background Philips was founded in 1891 by Gerard Philips and his father, Frederik Philips. The company is a Dutch multinational group company headquartered in Amsterdam, one of the world's largest electronics companies and was awarded the Royal Honor in 1998. Anton Philips, brother of Gerard Philips, joined the company in 1895 and led and assisted Philips as one of the world's leading light bulb manufacturers in the next few years (Philips Canada, 2019). Light bulbs and other electrical products were the only manufactured goods, and now they have a wide range of options, including audio and video products, personal and medical care, all types of electronics and lighting products, and automobiles. Then, healthcare and lighting products are a special focus of Philips (Philips Canada, 2019). The company's vision is to make the world healthier and more sustainable through innovation. The goal is to improve the lives of 3 billion people every year by 2030 (Philips Canada, 2019). Philips has been ranked the top over the global market in the consumer electronics category for several years. Philips made up 5% of the volume share within the category in 2015 (Euromonitor, 2016).
o Features and benefits of the Philips Wake-up Light Philips wake-up light is an alarm clock with combined functions. Its built-in lights simulate sunrise and sunset with a gradual increase or decrease in light. Also, it is beneficial to help users wake up naturally as well as prepare bodies to fall asleep. Besides, it equips
4
other functions such as multiple music options, radio, snooze mode options, midnight light functions, etc (Philips Canada, 2019).
(Philips Canada, 2019)
● Mention of the competition Philips has the most selection of wake-up lights. In Canada, there are not many brands that sell a similar product in a physical store. Lumie, Glime, OttLite®, and iHome® are the competitors who are in the same product category as Philips. Amongst the brands, Lumie is Philp’s biggest opponent among all the competitors.
● Statement of the Main Problem or Situation facing the brand Philips needs to decide on a key national retail partner for promoting and distributing their existing product: the Wake Up Light. Trade partners and consumers are two different channels that Philips’ Wake-up Light needs to be promoted in. Both channels have different objectives to achieve, which results in specifically different components of the campaign for each. Two creative strategies will need to be developed to ensure the product’s success in the future. Promotions will need to appeal to the targets: trade market and consumer market. The two will vary.
5
● Overview of the purpose of the report The report includes the details of a Sales Promotion Plan for the client, Philips’ Wake Up Light. The product is currently available in major retailers and online platforms in Canada: Amazon, eBay, Walmart, Hudson’s Bay, London Drugs, Costco and Best Buy. Plans for consumers and trade will be identified in the report. The target audience, attitude, key message, and the evidence to support the key message will be pointed out in each plan. The report will detail the expected response for each channel. Creative Strategy will explain how two tactics will be used. Lastly, images and detailed information will be in use for the mock-up of the sales promotion. Consumer and Trade Objectives ● The Objective o For Consumer Target I.
II.
Encourages consumers to purchase the product Ultimately increase brand equity
III.
To increase product awareness
IV.
Determine new uses for the product
Consumer Objective based on the formula I.
To encourage consumers to purchase the Philips Wake-up Light by 40% among the 30-49-year-old consumer by November until the end of February.
II.
To ultimately increase brand equity for Philips by 40% among showing how the Philips Wake-up Light’s benefit is better the competitors by 3 months.
III.
To increase awareness of Philips Wake-up Light by 40% among in-store and social media promotion by November until the end of March
IV.
To determine new uses for the Philips Wake-up Light by 50% among social media promotion by November until the end of March.
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o For Trade Target I.
II. III.
Encourage co-op advertising Increase good product placement Product recommendation
Trade Objective based on the formula I.
To encourage co-op advertising of the Philips’ Wake-up Light by 20%among national retailers within 3 months.
II.
To increase product placement of Philips’ Wake-up Light by 30% among national retailers within 3 months.
III.
To increase the recommendation of Philips’ Wake-up Light by 35% among national retailers within 3 months.
Target Audience The target audience of Philips’ Wake-up Light is based on a Clear Decisions report that demonstrates the demographic profile where indicates age, province, gender, household income for the consumers who have purchased an electronic product in the past (herein defined as “purchasers”). o Consumer Target: Demographic Gender: The crosstab report indicates that: 49.53% purchasers are Male 50.47% purchasers are Female Age: The crosstab report indicates that 32.65% of purchasers are from 30 - 49 years old. Province:
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The cross tab report indicates that 38.85% of purchasers live in Ontario. Household Income: The cross tab report indicates that purchasers have the following household income (HHI):
11.1% HHI $60,000 - $74,999 14.45% HHI $75,000 - $99,999 12.45% HHI $100,000 - $124,999
Besides, a second Clear Decisions report was generated to discover the psychographic traits of purchasers who are between the ages of 30-49 years old, living in Ontario, and household income within $60,000 - $124,999. ďƒ˜ Behavioural and Lifestyle Traits Product/Consumer The cross tab report indicates that 31.30% of purchasers agreed that they can pay extra to personalize products to suit their taste and lifestyle. The cross tab report indicates that 53.54% of purchasers agreed that when they buy any product, its style and design are as important as its quality. Luxury/Status The cross tab report indicates that 71.06% of purchasers agreed that it is worth paying extra for quality goods. Shopping The cross tab report indicates that 41.73% of purchasers agreed that shopping online makes life easier.
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Summary of the consumer target: Based on the cross tab report (attached), the profile of the consumer target as below: -
All gender
-
Age between 30 - 49
-
Reside in Ontario
-
HHI between $60,000 - $124,999
-
They tend to buy product based on quality and not price.
-
They can pay extra for the product that fits their style and taste.
-
Customer type is loyal users
o Trade Target:
The trade target is retailers who sell electronics: ➔ Best Buy (Primary target) - 16.82% of our target who likes to buy an electronic product in Best Buy (Vividata, 2017). ➔ Walmart (Secondary target) - 8.28% of our target who likes to buy an electronic product in Walmart (Vividata, 2017). ➔ Costco (Tertiary Largest) - 6.42% of our target who likes to buy an electronic product in Costco (Vividata, 2017).
Currently, Philips’ Wake-up Light is sold at Hudson’s Bay, Best Buy, Walmart, London Drugs, Costco. Then, based on the crosstab report, 14.05% of the people who like to buy an electronic product are the in Best Buy (Vividata, 2018). Moreover, Best Buy has 3 specific trade target audiences which are decision-makers, marketers, and sales force. Therefore, Best Buy would be the ideal trade partner for Philips’ Wake-up Light.
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Rationale -
Best Buy stayed the leading home electronics retailer in Canada (Bailey, 2019).
-
Best Buy is the largest electronics retailer for consumers in Canada (Best Buy, 2019).
-
Philips has a long-term partnership with Best Buy who sells Philips products both in store and online.
-
Best Buy has 175+ stores coast-to-coast (Best Buy, 2019).
-
“80% of Canadians live within 25 km of one of any Best Buy store locations” (Best Buy, 2019).
Consumer and Trade Attitude ● Consumer: Consumers' busy and stressful daily life makes them have a hard time in the morning. Moreover, late sunrise during the winner, which is hard for people to get up in the morning. As a result, consumers are looking for products to solve these difficulties. Also, especially for consumers who struggle to fall asleep, including those having sleep apnea, this product relieves them before bedtime after a long day of working or dealing with stress from work or life. Lastly, every Canadian values a relaxing lifestyle, this product can help meet their needs as well as suiting the taste of those who are in pursuit of luxury. ● Trade: Trade covers 3 main stakeholders; decision-makers, marketers, and sales force, and each of the target has various questions and attitudes regarding Philips Wake-up Light.
● Questions from decision-makers: -
What is the profit margin of the Philips Wake-up Light?
10
-
Will the Philips Wake-up Light able to increase the saleability of other products that are sold in-store?
-
What trade allowances are available to Best Buy?
-
What products can we offer with this product to increase their sales?
-
Why do Best Buy demand the Philips Wake-up Light?
-
Is the Philips Wake-up Light good fit with Best Buy brand?
● Questions from marketers: -
Will Philips offer co-operative advertising to Best Buy?
-
Will Philips offer any display allowance for Best Buy?
-
Will Philips provide any slotting allowance for Best Buy to ensure greater placement of the product on the shelf?
-
Will Philips provides any images, photographs, and information about the Wake-up Light to Best Buy for advertising?
● Questions from sales force: -
Will Philips provide any training for Best Buy’s sales force?
-
Will Philips offer any incentives or spiffs to Best Buy’s sales staff?
-
What is the benefit for the Philips Wake-up Light can be offered to the consumer?
-
Does Philips Wake-up Light have any new uses for the consumer?
Key Message ● Consumer Despite having the same decent functions a wake up light does as in other brands, Philips’s uniqueness is its more stylish design. Its ultimate goal is to help solve the difficulty of waking up while providing a luxury lifestyle. “92% od users say that Wake-up Light wakes them up pleasantly” (Philips Canada, 2019, as cited in Blauw Research 2008, N=477 users).
11
“88% of users say that Wake-up Light is a better way to wake up than how they did before”(Philips Canada, 2019, as cited in Blauw Research 2008, N=477 users). “92% of Philips Wake-up Light users find it easier to get out of bed” (Philips Canada, 2019, as cited in Metrixlab 2011, N=209 users).
● Trade o Decision makers
Philips is known for its innovation-driven technology that recurrently aims for
humans’ health products. The wake up light is designed to be natural and healthy for human bodies, currently is sold at competitors: Walmart, Amazon, Best Buy, London Drugs, Costco, Hudson’s Bay. o Marketers
Philips Wake-up Light uses the technology to simulate sunrise and sunset, while
giving multiple brightness levels to adjust user’s biological clock, also with built-in sound system that works as an alarm. o Sale forces Philips Wake-up Light has the sound system including music audio and multiple modes of lighting that will fit consumers’ needs, which is a great opportunity to gain sales. Proof ● Consumer Many blogs/websites have given ratings to the product, saying it is with quality and creative design compared to the same product of other brands, although is a bit pricey than the average brands. Other than a good company culture, Philips has a good reputation among the consumer market that results in the presence in the 2018 Global Top 50 Brands (Philips, 2018).
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â—? Trade As Google search result has shown that between 2015 and 2019 a few business websites/blogs started increasingly introducing wake up light. This can be a good opportunity for retailers, wholesalers to enter the market of wake up light for their sales growth, since there are still a lot of consumers that are not familiar with/have never heard of wake up light. Philips in this case can be the leading brand in the market due to its reputation.
Below are the detailed features of the product:
o Coloured Sunrise Simulation
Inspired by nature's sunrise, light gradually increases within 30 minutes from soft morning
red through orange until your room is filled with bright yellow light. This process from dim light to bring light stimulates human’s body to wake up naturally. By the time light has filled the room, your chosen natural sound completes the wake up experience, leaving you ready for the day ahead (Philips Canada, 2019). o Dimming light gently sends you off to sleep Sunset simulation is a light therapy used before you go to sleep. Sunset simulation prepares your body to fall asleep by gradually decreasing light to your set duration (Philips Canada, 2019). o 7-8 Natural Sounds & FM Radio At your set wake up time natural sound will play to complete the wake up experience and ensure you are awake. Listen to your favorite radio show while you are waking up (Philips Canada, 2019). o Tap Snooze & Reading Lamp A slight tap anywhere on the Wake-up light, sets the snooze mode (Philips Canada, 2019).
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o Midnight Light Function with 4 display brightness levels
The brightness of the display can change from high-medium-low-very low-none (Philips Canada, 2019). What is the desired response â—? Consumer Consumers will visit Best Buy to purchase Philips Wake-up Light. Moreover, Philips expects the consumer to purchase the wake-up light by the incentive of the direct mail coupon and email marketing coupon. Then, through contests and events held by Philips, consumers therefore can gain more knowledge of the product, then determine its new uses. In the early stages of the buying process, consumers are expected to point out the brand when they search for the product category. They are expected to hear Philips Wake-up Light from social media, a friend or family. For those who are loyal users of the brand, they should be able to know the launch of this product. Then among all the brands of wake up light, consumers are expected to choose Philips over others. Furthermore, they must feel the product they purchase is valued and worth the price. â—? Trade Best Buy purchases volumes of products in their stores/warehouses in order to gain sales, and Philips can build a stronger trading relationship with Best Buy. Then, Best Buy can provide a good product placement, thereby advertising the product. Also, Best Buy are encouraged to co-op advertise with Philips Wake-up Light. Besides, Salespersons in Best Buy are incentivized to recommend the product to their customers. Creative Strategy a) What is the tone & manner of your proposed campaign? This campaign will give the feeling of warmth and coziness. Toned down blue color is the main color of the promotion. Also, orange and yellow color, which is the color of the light, will
14
be used for this campaign. These color and atmosphere comes to mind when people have a good quality of sleep, because the purpose of this product is helping the customer sleep well. So, this tone and manner will help to understand the product concept. Moreover, the blue color is the representative color of the brand. By using this color, the campaign can become more familiar to customers.
b) What is the theme or main idea of what the campaign is about? o Consumer Promotion Strategy Promote the product by a running campaign which can alert the importance of sleep to customers. The campaign will also build relationships with customers and increase brand equity by being regularly exposed to customers and having the image of a brand that makes social contributions. o Coupon (Direct mail coupons & Email Marketing) The company will provide a coupon that can be used by first-time purchasers. The company will also send coupons via email to our customers periodically. o Cause-related program The company will remind consumers of the importance of sleep by helping organizations related to mental health. o Contest Consumers can participate in the competition with the story about how they realize that sleep is important or when they sponsor a mental health care event.
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● Trade Promotion Strategy The promotion will ensure that the product is displayed in a location that is highly relevant to customers and has high in-door exposure. Furthermore, the campaign will also enable customers to obtain product needs and information through salespeople. o Spotting allowance: It will make sure that the product is on display. o Display allowance: It will make sure the product is displayed as appealing to the customer as possible. o Training for personal seller: Through this promotion, the personal seller can provide customers with information that can make consumers feel that the product is necessary to purchase. Creative Development ● Sales Promotion Tactics Provide a mock-up of your Consumer Promotion Tactic and your Trade Promotion Tactic. Provide all the necessary detail for the promotion. Consumer promotion tactic: Coupon (Direct mail coupons & Email Marketing): Actions: For the coupons, Philips offers the consumer 20% off for the first purchase. Moreover, the coupon promotion will run in 3 months. Coupons will be mailed to the target’s houses or offices every 3 weeks, and will also be delivered through email every 2 weeks. Benefit: Sending coupon’s information to attract more customers. Example:
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Figure 1 - Mockup direct mail coupon
Figure 2 - Mockup E-Marketing coupon
17
ďƒ˜ Cause related program: Actions: Philips can partner with some mental health Charitable Organizations such as Accent On Ability, Across Boundaries which can order the product. Benefit: Raise the awareness of sleeping disorders, as well as general mental wellbeing. Also, it is beneficial to increase the awareness for the Philips Wake-up Light and the purchases among consumers, since 70% of them saying they would buy the product that links with charity. Example:
Figure 3 - Mockup banner for supporting Across Boundarie mental health campaign ďƒ˜ Contest: Actions: An online contest where customers can submit their stories about their increasing awareness of sleeping disorders or their participations in mental health care events. Philips offers the free wake up light for the winner as a prize in the contest. Benefit: Increase the knowledge of Philips Wake-up Light: benefits to their bodies and well-being. Example:
Figure 4 - Mockup campaign on Philips Instagram
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● Trade promotion tactic: Add value for the decision maker - Spotting allowance: Actions: Pay to make sure the retailer will put the product on the shelf Benefit: The product can be displayed which will attract customer Example:
Figure 5 - Mockup Spotting allowance Add value for the marketer - Display allowance: Actions: Make sure that the product can be displayed in supermarket or any related store (Home Depot, Best Buy, Leon’s, etc) to attract customer. Benefit: More option for customer because any time they come to the places, it easy for them to find the product Example:
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Figure 6 - Mockup Display allowance ďƒ˜ Add valle for personal seller - Training: Actions: Reward for mystery shopper who recommend people to buy the product, or make commision on sale. Benefit: Encourage the seller to sell more product Example:
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Figure 7 - Mockup - Training ● Consumer Ad Strategy* Coupon (Direct mail coupons & Email Marketing): Period:
November to February,2020.
Details:
Offer 20% of the first purchase of Philips Wake-up Light. Send direct mail
coupon to the target’s house or office every 3 weeks, and send the coupon through email marketing in every 2 weeks. Reason:
Sending coupon to attract more customers. Target audiences are from 35 to 49
years old who has a job, so they have a stable income. One out of three Canadians often use coupon. Also, 72% of people who use email and check the inboxes more than 6 times/day, and 28% of them want to receive promotion 1/week. Cause related program: Period:
November to January, once a month.
Details:
Philips supports the Across Boundaries Mental, which is the mental health
Charitable Organization. Philips will donate 2% with the purchase of each wake up light.
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Reason:
Raise awareness about the sleeping disorders, as well as human’s health. Also,
it is beneficial to increase the awareness of the benefit for Philips Wake-up Light, that this product can help improve their sleeping quality and relive depression. Besides, 70% of consumers saying they would buy products that link with charities. ďƒ˜ Contest: Period:
November to January, 2020 (3 months)
Details:
Stories competition between customers. They share their stories about the
importance of mental health, and how Philips Wake-up Light helps them to realise it. Then, the winner can win the Philip wake up light. Also, the participant can get the 15% off discount after they submit their stories. This contest will run on all Philips social media platform. Reason:
Encourage customers to engage with the brand and the product. Additionally,
contests can enable consumers to define ways to use Philips Wake-up Light. Develop the Consumer Ad: The ad is trying to talk about the importance of waking up naturally than being woke up by an alarm.
Figure 8 - Mockup Consumer Ad
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Trade Magazine Ad Strategy* ďƒ˜ Trade Magazine: Problication: Marketnews Period:
November to February, 2020.
Details:
Philips puts the advertorial ad type in this magazine, and the ad is designed like
an editorial article which talks about the sleeping disorders and improved ways for sleeping quality. Then, at the end of the article, it will recommend the Philips Wake-up Light and show how it can help for these problems. Reasons: 1. Marketnews Magazine covers the consumer electronics industry in Canada (Marketnews, 2019). 2. The industry news for retailers on products, technologies, trends, marketing strategies, selling techniques, and personnel appointments are Marketnews' main focus (Marketnews, 2019). 3. It grabs the attention of the target audience who are interested in new electronic products. Trade Magazine Ad to promote Philips Trade Strategy as per the lecture on Advertising to the Trade.
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Figure 9 - Mockup Trade Magazine Ad Summary The communication problems of the company that leads to consumers’ lack of awareness of the wake up light are, limited advertising and promotion of the product, as well as inactive social updates in media. Therefore, Philips can use direct mail coupon and email marketing coupon to encourage consumers to purchase the product. Besides, Philips creates the story-sharing contest through all social media platforms to increase product awareness and determine new uses for the product. These strategies can help increase awareness among consumers, and increase product’s presence in consumers’ minds. Lastly, by sponsoring Across Boundaries Mental, a non-profit local charity, to increase brand equity. This strategy helps to raise product awareness. On the other hand, Philips advertises the advertorial ad on the Marketnews, a trade magazine, to educate the knowledge about the Wake-up Light. Besides, Philips pays the
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spotting allowance to the decision maker to encourage co-op advertising and ensure that the Philips’ Wake-up Light has a good placement instores. This strategy helps to bring the product in presence physically and occupy in consumers’ minds. Moreover, Philips pays the display allowance to retailers to ensure the product can be shown a good spot on the shelf. This increases the competitiveness of the product over others. Also, Philips offers the training for personal sellers which can improve the chances of selling out the products since they will become more knowledgeable of it. It gives added benefits to the company regarding their dilemma of promoting the product.
● Measurement: o For the consumer promotion -
➢ Coupon: For the direct mail coupon, Philips can measure the number of people who have used coupon to purchase the product. Then, for the email marketing coupon, Philips can measure the sales based on the website database in which the number of people who have purchased the product through the link in the email.
➢ Contest: Philips can measure the sales by knowing how many people have purchased the product through the link after they submitted their stories. Also, Philips can measure the percentage of awareness increased by the number of people who have participated in the contest. ➢ Cause-related: Philips can measure the sales based on the database in which the number of people who have purchased the product through clicking on the link of the charity. Besides, Philips can measure the percentage of awareness increased by the percentage of impression from the promotional materials such as the web ad, charity’s website etc.
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o For the trade promotion:
➢ Add value for the decision-maker - Spotting allowance: After displaying over a period, it can measure if the product sells more than before. Philips can measure the sales performance after decision makers putting Philips’ Wake up Light on the shelf. ➢ Add value for the marketer - Display allowance: Expand sales range, and create the advantage of brand reputation. Philips can measure the sales performance after marketers putting Philips’ Wake up Light on window display. ➢ Add value for the personal seller - Training: Philips can boost the sales potential by encouraging purchasing advice given to customers. Moreover, Philips can measure the sales performance based on the amount of commissions given to salespersons.
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References Julia, N. (2019, March 28). Health. Retrieved from The Best Wake-Up Light Alarm Clocks: https://www.health.com/home/best-wake-up-light-alarm-clocks Marketnews. (2019). Information Technology (IT) & Digital Marketing NEWS. Retrieved from Marketnews: http://www.marketnews.ca/ OttLite. (2019). Introducing the OttLite Wake Up Your Way Light & Alarm Clock. Retrieved from OttLite: https://www.ottlite.com/Get-Inspired/OttliteBlog/Article/236/New-Wake-Up-Your-Way-Light-Alarm-Clock Philips Canada. (2019). Philips - Canada. Retrieved from Philips - Canada: https://www.philips.ca/ Philips. (2019). Philips ranked one of the top 50 Best Global Brands. Retrieved from News | Philips: https://www.philips.com/aw/about/news/archive/standard/news/articles/2018/20181004-philips-onceagain-ranked-a-top-50-best-global-brand.html Philips Canada Instagram. (2019). Philips Canada Instagram. Retrieved from https://www.instagram.com/philips/ Philips Canada Twitter. (2019). Philips Canada Twitter. Retrieved from https://twitter.com/philips Vividata. (2017). Vividata. Wake Up to the Sunrise Light. (2019). Lamp Alarm Clock Reviews 2019. Retrieved from Sunrise Wake Up Light & Lamp Alarm Clock Reviews 2019: https://wakeuptothesunriselight.com/ Walmart Canada. (2019). Walmart Canada. Retrieved from Intelligent Wake-up Night Light Alarm Clock with Touch Sensor, 8-Natural Sounds, Built-in h Player Multicolor Dimmable Lamp: https://www.walmart.ca/en/ip/Intelligent-Wake-up-Night-Light-Alarm-Clock-with-
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Touch-Sensor-8-Natural-Sounds-Built-in-h-Player-Multicolor-DimmableLamp/1KQFGH6UL0EO
Base: All Respondents
Unwgt Totals
Age (Detailed) [13-14 or 15-17]
Age (Detailed) [18 or 19 or 2021]
Age (Detailed) [25-29]
Age (Detailed) [30-34]
Age (Detailed) [40-44]
Age (Detailed) [45-49]
Age (Detailed) [50-54]
Age (Detailed) [55-59]
Home Home Home Home Electronics/Ent Electronics/Ent Electronics/Ent Electronics/Ent Totals ertain Prodertain Prodertain Prodertain ProdWhere Where Where Where 42604 5317 577 2110 593
(000s)
31671
4283
529
1495
324
Vert%
100
100
100
100
100
Horz%
100
13.52
1.67
4.72
1.02
Index
100
100
100
100
100
Unwgt
511
75
17
27
7
(000s)
2218
395
76#
111*
19#
Vert%
7
9.22
14.37
7.42
5.86
Horz%
100
17.81
3.43
5
0.86
Index
100
132
205
106
84
Unwgt
3369
479
53
98
25
(000s)
2521
400
35
88
9*
Vert%
7.96
9.34
6.62
5.89
2.78
Horz%
100
15.87
1.39
3.49
0.36
Index
100
117
83
74
35
Unwgt
1369
209
21
61
17
(000s)
1965
318
24*
74
26#
Vert%
6.2
7.42
4.54
4.95
8.02
Horz%
100
16.18
1.22
3.77
1.32
Index
100
120
73
80
129
Unwgt
2111
292
37
122
27
(000s)
3101
494
83*
183
33*
Vert%
9.79
11.53
15.69
12.24
10.19
Horz%
100
15.93
2.68
5.9
1.06
Index
100
118
160
125
104
Unwgt
3146
454
48
208
45
(000s)
2485
361
39
185
34
Vert%
7.85
8.43
7.37
12.37
10.49
Horz%
100
14.53
1.57
7.44
1.37
Index
100
107
94
158
134
Unwgt
3438
505
48
195
59
(000s)
2529
365
37
150
36
Vert%
7.99
8.52
6.99
10.03
11.11
Horz%
100
14.43
1.46
5.93
1.42
Index
100
107
88
126
139
Unwgt
4274
557
70
282
63
(000s)
2610
324
46
134
30
Vert%
8.24
7.56
8.7
8.96
9.26
Horz%
100
12.41
1.76
5.13
1.15
Index
100
92
106
109
112
Unwgt
4938
603
49
269
76
(000s)
2648
323
16
121
34
Vert%
8.36
7.54
3.02
8.09
10.49
Horz%
100
12.2
0.6
4.57
1.28
Index
100
90
36
97
126
Age (Detailed) [60-64]
Age (Detailed) [65-69]
Age (Detailed) [70+]
Gender [Male]
Gender [Female]
HH Income [Under $25,000]
HH Income [$25,000-$34,999]
HH Income [$35,000-$39,999]
HH Income [$40,000-$49,999]
HH Income [$50,000-$59,999]
Unwgt
5275
584
62
259
74
(000s)
2430
267
20
106
24
Vert%
7.67
6.23
3.78
7.09
7.41
Horz%
100
10.99
0.82
4.36
0.99
Index
100
81
49
92
97
Unwgt
4503
456
43
179
60
(000s)
2782
236
21
90
18
Vert%
8.78
5.51
3.97
6.02
5.56
Horz%
100
8.48
0.75
3.24
0.65 63
Index
100
63
45
69
Unwgt
6164
586
61
215
96
(000s)
3235
268
26
101
28
Vert%
10.21
6.26
4.91
6.76
8.64
Horz%
100
8.28
0.8
3.12
0.87
Index
100
61
48
66
85
Unwgt
18712
2824
334
1238
317
(000s)
15687
2536
326
947
174
Vert%
49.53
59.21
61.63
63.34
53.7
Horz%
100
16.17
2.08
6.04
1.11
Index
100
120
124
128
108
Unwgt
23892
2493
243
872
276
(000s)
15984
1747
202
548
150
Vert%
50.47
40.79
38.19
36.66
46.3
Horz%
100
10.93
1.26
3.43
0.94
Index
100
81
76
73
92
Unwgt
3461
381
55
108
43
(000s)
3925
571
62
136
45
Vert%
12.39
13.33
11.72
9.1
13.89
Horz%
100
14.55
1.58
3.46
1.15
Index
100
108
95
73
112
Unwgt
2817
311
43
101
30
(000s)
2829
374
60
115
17*
Vert%
8.93
8.73
11.34
7.69
5.25
Horz%
100
13.22
2.12
4.07
0.6 59
Index
100
98
127
86
Unwgt
1908
216
30
59
19
(000s)
1593
208
42*
54
12#
Vert%
5.03
4.86
7.94
3.61
3.7
Horz%
100
13.06
2.64
3.39
0.75
Index
100
97
158
72
74
Unwgt
3625
402
55
135
46
(000s)
2368
277
47
102
21
Vert%
7.48
6.47
8.88
6.82
6.48
Horz%
100
11.7
1.98
4.31
0.89
Index
100
86
119
91
87
Unwgt
3658
427
66
168
51
(000s)
2666
322
80
108
23
Vert%
8.42
7.52
15.12
7.22
7.1
Horz%
100
12.08
3
4.05
0.86
Index
100
89
180
86
84
HH Income [$60,000-$74,999]
HH Income [$75,000-$99,999]
HH Income [$100,000$124,999]
HH Income [$125,000$149,999]
HH Income [$150,000$199,999]
Province [Newfoundland and Labrador]
Province [Prince Edward Island]
Province [Nova Scotia]
Province [New Brunswick]
Province [Quebec]
Unwgt
5297
594
71
237
64
(000s)
3516
462
50
135
34
Vert%
11.1
10.79
9.45
9.03
10.49
Horz%
100
13.14
1.42
3.84
0.97
Index
100
97
85
81
95
Unwgt
6876
870
76
375
83
(000s)
4577
602
82
242
38
Vert%
14.45
14.06
15.5
16.19
11.73
Horz%
100
13.15
1.79
5.29
0.83
Index
100
97
107
112
81
Unwgt
5815
768
62
341
103
(000s)
3942
517
38
207
52
Vert%
12.45
12.07
7.18
13.85
16.05
Horz%
100
13.12
0.96
5.25
1.32
Index
100
97
58
111
129
Unwgt
3380
455
34
194
42
(000s)
2361
348
13*
127
21
Vert%
7.45
8.13
2.46
8.49
6.48
Horz%
100
14.74
0.55
5.38
0.89
Index
100
109
33
114
87
Unwgt
3257
491
54
219
57
(000s)
2175
328
39
138
31
Vert%
6.87
7.66
7.37
9.23
9.57
Horz%
100
15.08
1.79
6.34
1.43
Index
100
112
107
134
139
Unwgt
599
55
11
45
-
(000s)
458
54
10#
29
-#
Vert%
1.45
1.26
1.89
1.94
-
Horz%
100
11.79
2.18
6.33
-
Index
100
87
131
134
-
Unwgt
509
62
15
50
-
(000s)
143
13
3#
8
-#
Vert%
0.45
0.3
0.57
0.54
-
Horz%
100
9.09
2.1
5.59
-
Index
100
67
126
119
Unwgt
1353
141
26
96
-
(000s)
831
113
18*
71
-#
Vert%
2.62
2.64
3.4
4.75
-
Horz%
100
13.6
2.17
8.54
-
Index
100
101
130
181
Unwgt
884
111
18
83
-
(000s)
685
127
21#
61
-#
Vert%
2.16
2.97
3.97
4.08
-
Horz%
100
18.54
3.07
8.91
-
Index
100
137
184
189
-
Unwgt
9222
1024
83
409
-
(000s)
7294
865
125
303
-#
Vert%
23.03
20.2
23.63
20.27
-
Horz%
100
11.86
1.71
4.15
-
Index
100
88
103
88
-
Province [Ontario]
Province [Manitoba]
Province [Saskatchewan]
Province [Alberta]
Province [British Columbia]
Unwgt
15784
2253
294
761
-
(000s)
12304
1698
Vert%
38.85
39.65
264
574
-#
49.91
38.39
-
Horz%
100
13.8
Index
100
102
2.15
4.67
-
128
99
Unwgt
1542
181
-
9
89
36
(000s)
1195
152
13#
55
20*
Vert%
3.77
3.55
2.46
3.68
6.17
Horz%
100
12.72
1.09
4.6
1.67 164
Index
100
94
65
98
Unwgt
1908
214
20
113
48
(000s)
909
111
13#
38
10
Vert%
2.87
2.59
2.46
2.54
3.09
Horz%
100
12.21
1.43
4.18
1.1
Index
100
90
86
89
108
Unwgt
5384
622
58
314
163
(000s)
3630
469
28
238
87 26.85
Vert%
11.46
10.95
5.29
15.92
Horz%
100
12.92
0.77
6.56
2.4
Index
100
96
46
139
234
Unwgt
5419
654
43
150
346
(000s)
4222
680
33
117
207
Vert%
13.33
15.88
6.24
7.83
63.89
Horz%
100
16.11
0.78
2.77
4.9
Index
100
119
47
59
479
* Proj relatively unstable due to small base-use with caution. # Proj too small for reliability-shown for consistency only. Source: Vividata Spring 2018 Study Weighted by: Population Vividata All Rights Reserved Monday, October 14, 2019 7:33:42 PM
Home Home Home Electronics/Ent Electronics/Ent Electronics/Ent ertain Prodertain Prodertainment Where Where Products1141 2152 11969 963
1767
9093
100
100
100
3.04
5.58
28.71
100
100
100
19
31
147
63#
119*
641
6.54
6.73
7.05
2.84
5.37
28.9
93
96
101
109
214
941
108
178
758
11.21
10.07
8.34
4.28
7.06
30.07
141
127
105
32
86
418
82*
92
589
8.52
5.21
6.48
4.17
4.68
29.97
137
84
104
56
156
622
79
244
932
8.2
13.81
10.25
2.55
7.87
30.05
84
141
105
106
216
1032
113
159
828
11.73
9
9.11
4.55
6.4
33.32
150
115
116
124
214
1094
87
149
807
9.03
8.43
8.87
3.44
5.89
31.91
113
106
111
145
208
1278
96
155
790
9.97
8.77
8.69
3.68
5.94
30.27
121
106
105
131
236
1403
75
137
731
7.79
7.75
8.04
2.83
5.17
27.61
93
93
96
115
194
1345
52
88
638
5.4
4.98
7.02
2.14
3.62
26.26
70
65
91
87
154
1086
55
84
590
5.71
4.75
6.49
1.98
3.02
21.21
65
54
74
118
191
1471
59
115
714
6.13
6.51
7.85
1.82
3.55
22.07
60
64
77
629
891
6141
651
828
5196
67.6
46.86
57.14
4.15
5.28
33.12
136
95
115
512
1261
5828
311
939
3897
32.29
53.14
42.86
1.95
5.87
24.38
64
105
85
70
265
974
91
327
1229
9.45
18.51
13.52
2.32
8.33
31.31
76
149
109
70
164
718
83
174
798
8.62
9.85
8.78
2.93
6.15
28.21
96
110
98
44
102
472
43
88
385
4.47
4.98
4.23
2.7
5.52
24.17
89
99
84
83
188
945
39
154
632
4.05
8.72
6.95
1.65
6.5
26.69
54
117
93
100
190
993
63
156
705
6.54
8.83
7.75
2.36
5.85
26.44
78
105
92
125
272
1402
86
198
952
8.93
11.21
10.47
2.45
5.63
27.08
80
101
94
183
340
1961
144
244
1314
14.95
13.81
14.45
3.15
5.33
28.71
103
96
100
181
269
1682
139
198
1111
14.43
11.21
12.22
3.53
5.02
28.18
116
90
98
99
116
1006
110
92
763
11.42
5.21
8.39
4.66
3.9
32.32
153
70
113
113
136
1013
91
73
651
9.45
4.13
7.16
4.18
3.36
29.93
138
60
104
33
50
185
32*
35
151
3.32
1.98
1.66
6.99
7.64
32.97
230
137
115
22
46
172
2*
15
48
0.21
0.85
0.53
1.4
10.49
33.57
46
188
117
50
80
417
33
38
279
3.43
2.15
3.07
3.97
4.57
33.57
131
82
117
41
66
312
25
38
273
2.6
2.15
3
3.65
5.55
39.85
120
99
139
185
414
2317
130
343
1825
13.5
19.41
20.07
1.78
4.7
25.02
59
84
87
546
1009
4538
525
903
3477
54.52
51.1
38.24
4.27
7.34
28.26
140
132
98
34
85
449
28*
66
361
2.91
3.74
3.97
2.34
5.52
30.21
77
99
105
32
81
535
13*
55
258
1.35
3.11
2.84
1.43
6.05
28.38
47
108
99
84
222
1498
52
218
1100
5.4
12.34
12.1
1.43
6.01
30.3
47
108
106
114
99
1546
121
57
1321
12.56
3.23
14.53
2.87
1.35
31.29
94
24
109
Base: All Respondents
Totals
Totals
age 30-49 and household income 60000124999 and ontario region
[Best Buy]
Unwgt (000s) Vert% Horz% Index
42604 31671 100.00 100.00 100
5317 4283 100.00 13.52 100
Unwgt (000s) Vert% Horz% Index
1703 1558 4.92 100.00 100
287 262 6.12 16.82 124
* - Proj relatively unstable due to small base-use with caution. # - Proj too small for reliability-shown for consistency only. Source: Vividata Spring 2018 Study Weighted by: Population Vividata All Rights Reserved Tuesday, October 15, 2019 4:20:06 PM
[Canadian Tire]
577 529 100.00 1.67 100 40 49 * 9.26 3.15 188
[Costco]
2110 1495 100.00 4.72 100 108 100 6.69 6.42 136
[London Drugs]
[The Source]
593 324 100.00 1.02 100 - # -
[Walmart]
[Other Stores]
1141 963 100.00 3.04 100
2152 1767 100.00 5.58 100
5238 3955 100.00 12.49 100
93 98 10.18 6.29 207
144 129 7.30 8.28 148
241 241 6.09 15.47 124
[Not Stated]
83 83 100.00 0.26 100 - # -
Kay Liu
Page 1 of 1
Base: All Respondents
Totals
Age (Detailed) [30-34 or 35-39 or 40-44 or 45-49] and All Gender and HH Income [$60, 000-$74,999 or $75, 000-$99,999 or $100, 000$124,999] and Province [Ontario]
Unwgt (000s) Vert% Horz% Index
42604 31671 100.00 100.00 100
1703 1558 100.00 4.92 100
Products/Con sumer DurablesStatements [Agree-When I buy any product, its style and design are as important as its quality]
Unwgt (000s) Vert% Horz% Index
11900 9050 28.58 100.00 100
501 458 29.40 5.06 103
Personal AppearanceStatements [Agree-I look after my health to improve my appearance]
Unwgt (000s) Vert% Horz% Index
15230 11061 34.92 100.00 100
565 547 35.11 4.95 101
Products/Con sumer DurablesStatements [Agree-I feel confident using new technology products]
Unwgt (000s) Vert% Horz% Index
21818 17119 54.05 100.00 100
940 873 56.03 5.10 104
Totals
Source: Vividata Spring 2018 Study Weighted by: Population Vividata All Rights Reserved Monday, October 14, 2019 7:59:53 PM
Page 1 of 2
Base: All Respondents
Totals
Products/Con sumer DurablesStatements [Agree-It is important my household is equipped with the latest technology]
Unwgt (000s) Vert% Horz% Index
11233 9019 28.48 100.00 100
Source: Vividata Spring 2018 Study Weighted by: Population Vividata All Rights Reserved Monday, October 14, 2019 7:59:53 PM
Age (Detailed) [30-34 or 35-39 or 40-44 or 45-49] and All Gender and HH Income [$60, 000-$74,999 or $75, 000-$99,999 or $100, 000$124,999] and Province [Ontario] 569 533 34.21 5.91 120
Page 2 of 2
