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| report:mkt [2026/06/12 19:50] – [4.6.3 KPI and Performance Objectives] team1 | report:mkt [2026/06/13 23:18] (current) – [4.5.5 Brand] team1 |
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| ==== 4.4 SWOT Analysis ==== | ==== 4.4 SWOT Analysis ==== |
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| A Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis, proposed by Nielsen Norman group, was conducted to evaluate the internal strengths and weaknesses of the concept, as well as the external opportunities and threats that may influence its success [(NNGroup2025)]. | A SWOT analysis, proposed by Nielsen Norman group, was conducted to evaluate the internal strengths and weaknesses of the concept, as well as the external opportunities and threats that may influence its success [(NNGroup2025)]. |
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| Figure {{ref>fig:SWOT_Screen2Green}} shows the SWOT analysis of the project, including its strengths, weaknesses, opportunities, and threats. | Figure {{ref>fig:SWOT_Screen2Green}} shows the SWOT analysis of the project, including its strengths, weaknesses, opportunities, and threats. |
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| == 4.5.2.1 Demographic segmentation == | == Demographic segmentation == |
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| From a demographic perspective, the product primarily targets young adults, especially students and early-career individuals. These groups are particularly relevant because they often spend long hours studying or working with digital devices and are more likely to adopt app-connected lifestyle products. | From a demographic perspective, the product primarily targets young adults, especially students and early-career individuals. These groups are particularly relevant because they often spend long hours studying or working with digital devices and are more likely to adopt app-connected lifestyle products. |
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| == 4.5.2.2 Behavioral segmentation == | == Behavioral segmentation == |
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| From a behavioral perspective, the target audience includes individuals who experience high screen-time usage, struggle with distraction, or actively seek methods to improve concentration and time management. These users are likely to recognize the limitations of existing digital solutions and therefore see value in a system that makes digital habits more visible and encourages the development of healthier routines. | From a behavioral perspective, the target audience includes individuals who experience high screen-time usage, struggle with distraction, or actively seek methods to improve concentration and time management. These users are likely to recognize the limitations of existing digital solutions and therefore see value in a system that makes digital habits more visible and encourages the development of healthier routines. |
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| == 4.5.2.3 Psychographic segmentation == | == Psychographic segmentation == |
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| From a psychographic perspective, Screen2Green appeals to users who value self-improvement, well-being, sustainability, and personal responsibility. This segment is typically motivated by the desire to achieve a better balance between digital and physical life. Furthermore, these users are drawn to products that combine functionality with emotional and aesthetic value, particularly those that incorporate natural elements and promote a sense of calm and responsibility. | From a psychographic perspective, Screen2Green appeals to users who value self-improvement, well-being, sustainability, and personal responsibility. This segment is typically motivated by the desire to achieve a better balance between digital and physical life. Furthermore, these users are drawn to products that combine functionality with emotional and aesthetic value, particularly those that incorporate natural elements and promote a sense of calm and responsibility. |
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| == 4.5.2.4 Targeting strategy == | == Targeting strategy and persona == |
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| Based on these segmentation factors, Screen2Green adopts a focused targeting strategy centered on students, young adults, and urban users interested in digital well-being and indoor lifestyle solutions. This target group is considered highly relevant, as it demonstrates both a clear need for the proposed solution and a strong likelihood of adoption. Their familiarity with digital tools, combined with an increasing awareness of the negative effects of excessive screen-time, makes them particularly receptive to a hybrid solution that integrates technology with physical interaction. | Based on these segmentation factors, Screen2Green adopts a focused targeting strategy centered on students, young adults, and urban users interested in digital well-being and indoor lifestyle solutions. This target group is considered highly relevant, as it demonstrates both a clear need for the proposed solution and a strong likelihood of adoption. Their familiarity with digital tools, combined with an increasing awareness of the negative effects of excessive screen-time, makes them particularly receptive to a hybrid solution that integrates technology with physical interaction. |
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| == 4.5.2.5 Marketing persona == | |
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| In order to further refine the understanding of the target audience and support design and communication decisions, a representative marketing persona has been developed, see Figure {{ref>fig:user_persona}}. This persona illustrates a typical user within the target segment and serves as a practical reference point for guiding product development, user experience design, and marketing communication. In particular, it supports decisions related to simplicity, emotional engagement, and the integration of physical feedback mechanisms, which are central to the Screen2Green concept. | In order to further refine the understanding of the target audience and support design and communication decisions, a representative marketing persona has been developed, see Figure {{ref>fig:user_persona}}. This persona illustrates a typical user within the target segment and serves as a practical reference point for guiding product development, user experience design, and marketing communication. In particular, it supports decisions related to simplicity, emotional engagement, and the integration of physical feedback mechanisms, which are central to the Screen2Green concept. |
| </WRAP> | </WRAP> |
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| Name: Emma | * Name: Emma |
| | * Age: 22 years old |
| Age: 22 years old | * Occupation: University student |
| | * Background and lifestyle: Emma lives in a shared apartment in an urban environment. She maintains a busy daily schedule consisting of lectures, assignments, part-time work, and social activities. A significant portion of her day is spent using digital devices, both for academic purposes and free time. Her daily routine is highly structured but frequently interrupted by digital distractions. |
| Occupation: University student | * Behavioral characteristics: Emma frequently experiences difficulty maintaining focus due to constant smartphone distractions, including social media notifications and habitual checking behavior. Although she has previously experimented with productivity applications, she often finds them easy to ignore or disengage from over time. She is open to new solutions but prefers those that integrate naturally into her daily routine. |
| | * Needs and motivations: Emma seeks a solution that helps her manage screen-time and improve concentration without requiring excessive effort or creating additional stress. She values tools that provide clear, intuitive feedback and support gradual and sustainable behavior change. In particular, she is motivated by solutions that make her habits more visible and tangible rather than relying solely on abstract digital metrics. |
| Background and lifestyle: | * Values and attitudes: She places importance on mental well-being, balance, and personal development. Additionally, she has a growing interest in sustainability and appreciates products that incorporate natural elements. Furthermore, she values simplicity, aesthetic design, and emotional engagement, which influence her willingness to adopt and continue using a product. |
| Emma lives in a shared apartment in an urban environment. She maintains a busy daily schedule consisting of lectures, assignments, part-time work, and social activities. A significant portion of her day is spent using digital devices, both for academic purposes and free time. Her daily routine is highly structured but frequently interrupted by digital distractions. | * Goals and challenges: Emma’s primary goals include improving focus during academic work, reducing unnecessary screen-time, and establishing more structured daily routines. These goals are closely linked to her desire for increased productivity and improved mental well-being. At the same time, she faces several challenges, including frequent digital distractions, difficulty maintaining concentration over time, and a tendency to rely heavily on her smartphone. Existing productivity applications often fail to address these issues effectively, as they are easy to ignore and lack sustained engagement. |
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| Behavioral characteristics: | |
| Emma frequently experiences difficulty maintaining focus due to constant smartphone distractions, including social media notifications and habitual checking behavior. Although she has previously experimented with productivity applications, she often finds them easy to ignore or disengage from over time. She is open to new solutions but prefers those that integrate naturally into her daily routine. | |
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| Needs and motivations: | |
| Emma seeks a solution that helps her manage screen-time and improve concentration without requiring excessive effort or creating additional stress. She values tools that provide clear, intuitive feedback and support gradual and sustainable behavior change. In particular, she is motivated by solutions that make her habits more visible and tangible rather than relying solely on abstract digital metrics. | |
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| Values and attitudes: | |
| She places importance on mental well-being, balance, and personal development. Additionally, she has a growing interest in sustainability and appreciates products that incorporate natural elements. Furthermore, she values simplicity, aesthetic design, and emotional engagement, which influence her willingness to adopt and continue using a product. | |
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| Goals and challenges: | |
| Emma’s primary goals include improving focus during academic work, reducing unnecessary screen-time, and establishing more structured daily routines. These goals are closely linked to her desire for increased productivity and improved mental well-being. At the same time, she faces several challenges, including frequent digital distractions, difficulty maintaining concentration over time, and a tendency to rely heavily on her smartphone. Existing productivity applications often fail to address these issues effectively, as they are easy to ignore and lack sustained engagement. | |
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| === 4.5.4 Marketing-Mix === | === 4.5.4 Marketing-Mix === |
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| The marketing mix provides a framework for translating strategy into practical market actions. The four main components are Product, Price, Place, and Promotion (4 Ps) [(alexandra2026)]. | The marketing mix provides a framework for translating strategy into practical market actions. The four main components are Product, Price, Place, and Promotion (4 Ps) [(alexandra2026)]. For Screen2Green, the marketing mix is especially important because the concept combines both physical and digital elements. The solution is not only a physical product, but also a service and user experience that connects digital behavior with real-world interaction. This positions Screen2Green as a hybrid offering. |
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| For Screen2Green, the marketing mix is especially important because the concept combines both physical and digital elements. The solution is not only a physical product, but also a service and user experience that connects digital behavior with real-world interaction. This positions Screen2Green as a hybrid offering. | |
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| | == Product == |
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| == 4.5.4.1 Product == | The core product consists of a smart indoor pot integrated with a mobile application. The system enables users to grow a plant while simultaneously monitoring and influencing their screen-time behavior through focus sessions and behavioral feedback mechanisms. From a marketing perspective, Screen2Green represents more than a purely tangible product. It combines physical components, digital services, and emotional experiences into a hybrid offering. The pot itself provides practical functionality through automated irrigation and plant monitoring, while the mobile application offers behavioral tracking, notifications, and productivity support. Together, these elements create an interactive user experience that differentiates the concept from traditional productivity applications and ordinary smart plant systems. |
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| The core product consists of a smart indoor pot integrated with a mobile application. The system enables users to grow a plant while simultaneously monitoring and influencing their screen-time behavior through focus sessions and behavioral feedback mechanisms. | The product also creates emotional and symbolic value. The visible growth and condition of the plant provide a tangible representation of the user’s digital habits, making otherwise invisible behavior more meaningful and easier to understand. In addition, the presence of greenery indoors may contribute to calmness, well-being, and aesthetic value in urban living environments. Because Screen2Green is currently in the introduction stage of the Product Life Cycle (PLC), the primary product objective is to create awareness and encourage early adoption. At this stage, the product should focus on delivering clear core functionality while communicating its unique value proposition effectively. |
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| From a marketing perspective, Screen2Green represents more than a purely tangible product. It combines physical components, digital services, and emotional experiences into a hybrid offering. The pot itself provides practical functionality through automated irrigation and plant monitoring, while the mobile application offers behavioral tracking, notifications, and productivity support. Together, these elements create an interactive user experience that differentiates the concept from traditional productivity applications and ordinary smart plant systems. | |
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| The product also creates emotional and symbolic value. The visible growth and condition of the plant provide a tangible representation of the user’s digital habits, making otherwise invisible behavior more meaningful and easier to understand. In addition, the presence of greenery indoors may contribute to calmness, well-being, and aesthetic value in urban living environments. | == Price == |
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| Because Screen2Green is currently in the introduction stage of the Product Life Cycle (PLC), the primary product objective is to create awareness and encourage early adoption. At this stage, the product should focus on delivering clear core functionality while communicating its unique value proposition effectively. | Screen2Green would primarily follow a value-based pricing strategy. Rather than setting the price solely based on production costs, the pricing reflects the perceived value created through the combination of productivity support, emotional engagement, sustainability, and smart technology integration. At the same time, pricing decisions must consider both internal and external factors, including development costs, competitor pricing, customer purchasing power, and perceived customer value [(LuisMACOM)]. Since the primary target group consists of students and young adults, affordability remains particularly important. |
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| | Based on the estimated prototype cost of approximately 72.44 €, the expected retail price could range between 70 € and 100 €. This range positions the product as affordable but still innovative enough to communicate quality and uniqueness. |
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| == 4.5.4.2 Price == | As a new product entering the market, Screen2Green would most likely benefit from a market penetration pricing strategy during the early stages of commercialization. This approach involves setting a relatively accessible price in order to attract a larger number of users quickly and increase market adoption [(LuisMACOM)]. Because the target market is relatively price-sensitive, a penetration strategy may support faster awareness, stronger word-of-mouth promotion, and broader market reach among students and young adults. In the future, additional revenue streams could be introduced through optional premium application features, subscription-based productivity tools, or complementary products such as seed kits and nutrient packs. |
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| Screen2Green would primarily follow a value-based pricing strategy. Rather than setting the price solely based on production costs, the pricing reflects the perceived value created through the combination of productivity support, emotional engagement, sustainability, and smart technology integration. | |
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| At the same time, pricing decisions must consider both internal and external factors, including development costs, competitor pricing, customer purchasing power, and perceived customer value [(LuisMACOM)]. Since the primary target group consists of students and young adults, affordability remains particularly important. | == Place == |
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| Based on the estimated prototype cost of approximately 43.99 €, the expected retail price could range between 50 € and 70 €. This range positions the product as affordable but still innovative enough to communicate quality and uniqueness. | The distribution strategy for Screen2Green focuses primarily on direct-to-consumer and digital distribution channels. The product would initially be sold through a dedicated website and major e-commerce platforms such as Amazon, while the application would be distributed through Google Play Store and Apple App Store. Physical retail partnerships could later be established with electronics and lifestyle retailers such as Worten, Fnac Portugal, and Leroy Merlin. These intermediaries may help increase accessibility, visibility, and customer trust by providing existing distribution networks, retail expertise, and market reach [(LuisMACOM)]. |
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| As a new product entering the market, Screen2Green would most likely benefit from a market penetration pricing strategy during the early stages of commercialization. This approach involves setting a relatively accessible price in order to attract a larger number of users quickly and increase market adoption [(LuisMACOM)]. Because the target market is relatively price-sensitive, a penetration strategy may support faster awareness, stronger word-of-mouth promotion, and broader market reach among students and young adults. | In addition, university campuses and student organizations represent highly relevant pilot distribution environments due to their direct connection to the target audience. These channels would support early testing, product demonstrations, and feedback collection. The chosen distribution channels should ensure that the product is both easily accessible and aligned with the purchasing behavior of digitally active consumers. Because Screen2Green combines hardware and software, efficient coordination between physical distribution and digital app availability is essential. |
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| In the future, additional revenue streams could be introduced through optional premium application features, subscription-based productivity tools, or complementary products such as seed kits and nutrient packs. | |
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| | == Promotion == |
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| == 4.5.4.3 Place == | The promotional strategy for Screen2Green should focus on creating awareness, educating consumers, and communicating the emotional and practical benefits of the concept. Since the product introduces a relatively new behavioral approach, promotion must clearly explain how the system works and why it provides value to users. An Integrated Marketing Communications (IMC) approach would be particularly suitable. IMC involves coordinating multiple communication channels to deliver a clear, consistent, and compelling message about the product and brand [(LuisMACOM)]. This is important for Screen2Green because the concept combines technology, well-being, sustainability, and lifestyle elements that must be communicated coherently. Social media platforms such as TikTok, Instagram, and YouTube would likely serve as the primary communication channels due to their relevance for the target audience. Visual content demonstrating plant growth, focus sessions, and real-life student usage scenarios would help communicate the concept effectively. |
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| The distribution strategy for Screen2Green focuses primarily on direct-to-consumer and digital distribution channels. The product would initially be sold through a dedicated website and major e-commerce platforms such as Amazon, while the application would be distributed through Google Play Store and Apple App Store. | |
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| Physical retail partnerships could later be established with electronics and lifestyle retailers such as Worten, Fnac Portugal, and Leroy Merlin. These intermediaries may help increase accessibility, visibility, and customer trust by providing existing distribution networks, retail expertise, and market reach [(LuisMACOM)]. | |
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| In addition, university campuses and student organizations represent highly relevant pilot distribution environments due to their direct connection to the target audience. These channels would support early testing, product demonstrations, and feedback collection. | |
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| The chosen distribution channels should ensure that the product is both easily accessible and aligned with the purchasing behavior of digitally active consumers. Because Screen2Green combines hardware and software, efficient coordination between physical distribution and digital app availability is essential. | |
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| == 4.5.4.4 Promotion == | |
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| The promotional strategy for Screen2Green should focus on creating awareness, educating consumers, and communicating the emotional and practical benefits of the concept. Since the product introduces a relatively new behavioral approach, promotion must clearly explain how the system works and why it provides value to users. | |
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| An Integrated Marketing Communications (IMC) approach would be particularly suitable. IMC involves coordinating multiple communication channels to deliver a clear, consistent, and compelling message about the product and brand [(LuisMACOM)]. This is important for Screen2Green because the concept combines technology, well-being, sustainability, and lifestyle elements that must be communicated coherently. | |
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| Social media platforms such as TikTok, Instagram, and YouTube would likely serve as the primary communication channels due to their relevance for the target audience. Visual content demonstrating plant growth, focus sessions, and real-life student usage scenarios would help communicate the concept effectively. | |
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| The communication mix could include several promotional tools: | The communication mix could include several promotional tools: |
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| - Advertising: Social media advertisements and short-form video campaigns can build awareness and explain the concept visually. | * Advertising: Social media advertisements and short-form video campaigns can build awareness and explain the concept visually. |
| | * Public relations: Collaborations with universities, digital well-being campaigns may increase credibility and public visibility. |
| - Public relations: Collaborations with universities, digital well-being campaigns may increase credibility and public visibility. | * Sales promotion: Introductory discounts, student bundles, or seed-kit giveaways may encourage early adoption. |
| | * Direct marketing: Personalized communication through app notifications, newsletters, and email campaigns may support long-term engagement and customer retention. |
| - Sales promotion: Introductory discounts, student bundles, or seed-kit giveaways may encourage early adoption. | |
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| - Direct marketing: Personalized communication through app notifications, newsletters, and email campaigns may support long-term engagement and customer retention. | Since Screen2Green is positioned in the introduction stage of the PLC, informative advertising is especially important. The main promotional objective at this stage is to educate consumers, stimulate interest, and create awareness of the new product category [(LuisMACOM)]. |
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| Since Screen2Green is positioned in the introduction stage of the Product Life Cycle, informative advertising is especially important. The main promotional objective at this stage is to educate consumers, stimulate interest, and create awareness of the new product category [(LuisMACOM)]. | |
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| === 4.5.5 Brand === | === 4.5.5 Brand === |
| <WRAP centeralign> | <WRAP centeralign> |
| <figure flyer_final> | <figure flyer_final> |
| {{ :report:flyer_screen2green_final_.png?nolink&600 |Final flyer}} | {{ :report:flyer_final.png?nolink&600 |Final flyer}} |
| <caption>Final flyer</caption> | <caption>Final flyer</caption> |
| </figure> | </figure> |
| == Leaflet == | == Leaflet == |
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| A tri-fold leaflet was also developed to provide more detailed information about the product, its purpose, and its functionality. Compared to the flyer, the leaflet allows for more in-depth communication while still maintaining a visually approachable presentation style. The front panels seen in Figure {{ref>foldedleaflet}} use questions such as “Excessive screen time?”, “Endless scrolling?”, and “Digital overload?” in order to immediately engage users and create identification with common digital well-being challenges. This approach helps establish emotional relevance before introducing the product solution. | A gatefold leaflet was also developed to provide more detailed information about the product, its purpose and its functionality. Compared to the flyer, the leaflet allows for more in-depth communication while still maintaining a visually approachable presentation style. The front panels seen in Figure {{ref>foldedleaflet}} use questions such as “Excessive screen time?”, “Endless scrolling?”, and “Digital overload?” in order to immediately engage users and create identification with common digital well-being challenges. This approach helps establish emotional relevance before introducing the product solution. |
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| <WRAP centeralign> | <WRAP centeralign> |