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    Marc Palos
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    The document provides an overview of LAIRLUX's marketing research on their air purifier audience and competitors. It summarizes that their target audience is majority female aged 25-64 who purchase air purifiers for couples' homes. It analyzes that Levoit has the largest market share on Amazon, followed by Coway and Hathaspace. Levoit also has strong social media presence and video reviews. The research finds their external traffic is significant at 230k monthly visits. Voice of customers comments indicate interests in pet-friendly and allergen-reducing air purifiers. Key search terms involve health benefits and suitable uses of different air purifier types.

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    The document provides an overview of LAIRLUX's marketing research on their air purifier audience and competitors. It summarizes that their target audience is majority female aged 25-64 who purchase air purifiers for couples' homes. It analyzes that Levoit has the largest market share on Amazon, followed by Coway and Hathaspace. Levoit also has strong social media presence and video reviews. The research finds their external traffic is significant at 230k monthly visits. Voice of customers comments indicate interests in pet-friendly and allergen-reducing air purifiers. Key search terms involve health benefits and suitable uses of different air purifier types.

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    30 views20 pages

    Marketing Research

    Uploaded by

    Marc Palos
    The document provides an overview of LAIRLUX's marketing research on their air purifier audience and competitors. It summarizes that their target audience is majority female aged 25-64 who purchase air purifiers for couples' homes. It analyzes that Levoit has the largest market share on Amazon, followed by Coway and Hathaspace. Levoit also has strong social media presence and video reviews. The research finds their external traffic is significant at 230k monthly visits. Voice of customers comments indicate interests in pet-friendly and allergen-reducing air purifiers. Key search terms involve health benefits and suitable uses of different air purifier types.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 20

    LAIRLUX

    Marketing Research

    Overview: Buyer Persona


    Amazon Insights
    Market Insights
    Social Media
    External Traffic
    Voice of Customers
    Marketing Insights
    OVERVIEW
    Who is our audience?
    Buyer Persona

    Classification​ Target​

    Gender​ Majority Female​

    Age (highest %)​ 25-64​

    Relationship​ 73% Couple​

    Education​ 61% College​

    Device used​ 58.6% Mobile only​

    Repeat Purchases​ 2.01% average​


    Amazon Insights

    Amazon Market shares


    Amazon Air Purifier Market Share

    2%2%
    4%
    4% RENPHO
    Levoit has been leading the
    23%
    [PERCENTAGE] Others Amazon Marketplace in
    Medify terms of market share and
    4% Blueair
    Medify Air sales for the past year,
    PARTU followed by Coway and
    Winix
    Hathaspace
    Hathaspace. These are our
    15% Coway main competitors on the
    LEVOIT Amazon side.

    23%

    20%
    Tittle
    Amazon Insights

    Amazon Market leader


    Levoit Sales VS Market
    400000

    350000

    300000

    250000

    200000

    150000

    100000

    50000

    0
    Q1-19 Q2-19 Q3-19 Q4-19 Q1-20 Q2-20

    Levoit Market

    Levoit’s Amazon sales in the past year and until this year in comparison to the market is
    substantial. Hence why it’s very important to analyze the behavior of their customers and
    compare the clientele to our niche.
    MarketTittle
    Insights

    Geographic Segmentation
    MarketTittle
    Insights

    Technology Segmentation
    MarketTittle
    Insights

    Product Necessity
    MarketTittle
    Insights

    Market Movement
    MarketTittle
    Insights

    Market Movement
    MarketTittle
    Insights

    North America Market Estimates & Forecasts


    Social Media

    Influencer Presence
    Social Media

    Social Media Presence


    Social Media

    Social Media Presence

    After analyzing the presence online for social


    media pages and influencer marketing efforts,
    we see a very strong presence for Levoit in
    comparison to other competitors, and a
    greater number of product review videos and
    number of views. They also have decent
    numbers of followers on both Facebook and
    Instagram. They seem to be more aligned and
    consistent with their content as well.
    Traffic

    External Traffic 

    Levoit’s external traffic (traffic to their


    website is significant, as they have
    around 230k monthly visits on average.
    Caway also had substantial traffic on
    their website, but a bigger bounce rate.
    Traffic for both websites started to
    increase significantly since June this year.
    VOC

    Voice Of Customers

    Our audience is well educated


    and knows what they’re
    looking for in an air purifier
    that fits their needs, it is
    proven by the comments we
    are getting on our social media
    pages already.
    Traffic

    External Traffic 

    We noticed The competition have this


    popup installed on their websites and
    have already implemented programs for
    community building and nurturing, which
    is also one of our long term marketing
    goals.
    VOC

    Voice Of Customers

    The same thing is noticed on


    the competitor’s social media,
    where the main concerns of
    the customers are regarding
    the pets, allergy, sustainability,
    environment friendliness and
    durability of an air purifier, in a
    addition to the filtration
    technique.
    Marketing Insights

    Search engines

    Most of the searches on


    search engines regarding air
    purifiers include several
    articles and scientific research
    that proves the necessity of
    using air purifiers for a cleaner
    home, and depending on the
    type of purifiers, it can be
    suitable for pets, allergies,
    wildfires, pollution, etc
    Marketing Tittle
    Insights

    Hot topics

    These are some of the common questions that are


    asked regarding air purifier usage and needs.
    A lot of articles and reviews have been written in this
    regards, which proves that the demand is substantial,
    regardless of the competition.
    THANK YOU
    November 2020

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