markting

Nest Learning Thermostat

As-Is Assignment

Once you’ve selected your firm and product, you will need to find out what the firm is currently doing. Your approach for the rest of the project will be different than what the firm is doing now. The As Is Report will give you a foundation. It should be a brief report of three or four pages, with appended materials if you have them.

The As Is Assignment should identify:

· 1st paragraph: The kinds of needs that the product appears to satisfy for the customers (Jean Kim)

· 2nd: Key consumer groups who appear to be the targets of the firm (steven)

· 3rd: The kinds of promotion the firm uses (Arnie)

· 4th: At least four ads or promotional pieces and for each you should briefly describe the group of consumers to whom the ad appeals. It is not likely that these ads will appeal to the same groups. (two people: each person finds two ads) (Yancheng)(Elissa)

· 5th: You should also identify two competitors and their products. (two people: one person finds one competitor) (Sara)(niloufar)

The Nest Learning Thermostat is in home thermostat that adapts to temperature preferences and creates personalized schedules based on the user. This product possesses various unique qualities regarding efficiency. One major feature the Nest Learning Thermostat primarily emphasizes on is the ability to reserve energy. As time goes on, for optimal performance the Nest records patterns regarding usage, thus saving a large portion of power. For instance, if a user only enjoys warm temperatures in the morning, the Nest will keep track of the preference and automatically continue making mornings warm. Since 2011, the Nest Thermostat has saved billions of kWh of energy in millions of homes worldwide. An independent study concluded that the Nest Thermostat saved consumers an average of 10% to 12% on heating bills and 15% on cooling bills. Given that each home heats and cools differently, the Nest Thermostat will adapt to any individual home. In addition, the Nest is fully aware of when the user’s phone has left the home and will set itself to an Eco Temperature to save energy. While the product provides many cost saving benefits, it is also highly effortless. With the Nest app, the user is able to control the thermostat from essentially anywhere. The Energy History tab in the app generates statistics on how much energy is being utilized each day and every month. These detailed reports allow the Nest user to see specifically how much energy they use on certain days and times. From functionality to accessibility, the Nest Learning Thermostat fulfills a wide variety of needs to all customers.

Nest thermostats have become an extremely popular accomody amongst people worldwide. In order to sell theses elaborate and sophisticated thermostats it is essential to understand where we can find and market our target demographic. On a general consensus, Nests target consumers are going to be household owners, thus we can determine that our consumer class is likely in the middle class or above in regards to household income. It is also important to understand what age group we should target, in 2017 the average age to buy a house in the United states was 32. With this knowledge, we have a foundation and starting point of what kind of people we might be marketing our product to.

One of the leading competitors of Nest Learning Thermostat is Honeywell’s Second Generation of the Round Smart Thermostat; formally known as the Lyric Smart Thermostat. The goal of this thermostat is to adapt to one’s personal schedule and learn their preferred temperature settings throughout a 24-hour period. After a few days, the device will be able to set itself to the consumer’s liking. The sleek glass face, touch-screen ability, and motion-sense illumination gives it the appeal that attract consumers. The Round Smart Thermostat has similar qualities that the Nest Learning Thermostat possesses; the biggest being the ability to save energy. The company has a calculator located on the website where one can estimate how much money and energy can be saved. Geofencing is also a tool that is built into the thermostat to help the energy saving more efficient. Based on the consumer’s location, whether they are down the street or thousands of feet in the air, it can adjust the house temperature to save on cooling and heating. In short, with the two of these factors combined, depending on where the consumer lives, they may be able to save up to $179 yearly. It is also Energy Star certified, which means it is supported by a program that helps businesses and consumers save money, while protecting the environment through products like this one and those related. Similar to Nest’s thermostat, Honeywell’s thermostat is also compatible with the Apple Home Kit application and Samsung’s Smart Things application on one’s smartphone. This makes controlling the temperature, from anywhere, more convenient and user-friendly. Another feature that can be beneficial to the consumer is that the thermostat notifies when the temperature has changed, being too low or too high, the humidity is rising or falling, and if and when the filters need changing. Overall, Honeywell’s main focus for the Round Smart Thermostat is being able to live comfortably in one’s own home with the benefits of saving money and energy.

The first advertisement we find is right here. https://nest.com/blog/2012/07/13/new-reliant-nest-ads-and-billboards/

This advertisement is a billboard in Dallas which says “Easy on the eyes. Easy on the electric bill.” This billboard is targeting people in Dallas as potential consumer. Either you are living in Dallas or you are traveling in Dalla. You can easily see those billboards when you pass through them. If you are interested in the product, you go to the website on the billboard and found out more information about it.

The second advertisement we find is right here. https://www.ispot.tv/ad/AEQb/nest-learning-thermostat-the-conservationist

This advertisement is on TV. It begins with a boy try to save energy by doing different kinds of thing. In the end, a man turns down the temperature on the thermostat to save energy. This advertisement is targeting people who having a family and willing to save energy.

The advertisement points out that Nest learning thermostat can help people saving energy in the house. This will not mean anything to those who dose not want to saving energy. The whole advertisement recalls a boy’s action about saving energy in different ways. This can related to those people who have children. (By Yancheng Li)