Philips Wake-up Light Sales Promotion Plan

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.

6

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:

7

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.

8

 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.

9

 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).

12

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).

13

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.

15

● 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:

16

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

18

● 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:

19

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:

20

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.

21

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

22

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.

23

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

24

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.

25

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.

26

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-

27

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