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| report:mkt [2026/06/12 20:34] – [4.5.4 Marketing-Mix] 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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| == Promotion == | == 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. 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. The communication mix could include several promotional tools: | 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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| - Advertising: Social media advertisements and short-form video campaigns can build awareness and explain the concept visually. | |
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| - Public relations: Collaborations with universities, digital well-being campaigns may increase credibility and public visibility. | The communication mix could include several promotional tools: |
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| - Sales promotion: Introductory discounts, student bundles, or seed-kit giveaways may encourage early adoption. | * 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. |
| | * 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. |
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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> |