Principles of Marketing questions|Essay pro

Posted: February 20th, 2023

ADT Research Data ADT Marketing Project Phase 2 Some challenges and needs that minority communities in regard to feeling secure are being able to afford some of the technology. I have seen apps where you can unlock and lock your door with the touch of a button off of your phone. You can also watch who is at your front door and control lights and other things. These are all good ideas and they could help people feel more secure and safe in their community. But one of the challenges can be money. These are very expensive to have. It is understandable why the prices are high because it is high in technology. But there should also be another alternative so that people everywhere can afford it. Needs that I think could be met is having something for pre-teens. Something that is simple for all ages. Some ages from 10-14 years old are left alone at home and most of them have no choice but to stay home alone because of a single household or other issues. But if they are home they should feel safe while they are in their home. So I think that there should be something that is easily accessible for them. Also even for older people because some security systems are complicated and are a hassle to deal with so I think it should be an improvement with making things simple for all ages to access. This will help a little with people feeling safe and secure in their homes. ADT Marketing Project Phase 2 In predominately minority communities, there is often a notion of high-volume crime activity. Specifically in Tuscaloosa, the majority minority communities are in areas where there is less economic development, resources, and increased police presence. Minority communities are often challenged with lacking a sense of security equally while at home and away from home. Home burglaries for example, is something that was mentioned amongst all testimonials. Some participants did not even feel as if having some form of home security would prevent their home from being targeted. Putting out focus on increased smart home technology, this may be feasible for home.

However, from an economic perspective, it may be hard for those living on a fixed income to purchase and maintain their home security system. One way ADT can increase visibility of their products is offering a family plan. For example, 1-2 devices linked to one account. A daughter may have an exterior camera and her elderly mother may have an interior camera. This would give the daughter a more peace of mind knowing that the inside of her mother’s home is visible. Not just for crime purposes, but in the event an accident occurred. I believe one way ADT can communicate with minority communities is making sure their products match the reality of those living in minority communities. For example, having a Childs 2 representative scout the community on a random day to get a feel of how the community interacts. Then the representative will be able to use that data by hosting an ADT “open house” to present their findings. Minority communities want products that align with the everyday challenges that they face. An item or system for home security is owned by 38% of households. 18.2 percent of homeowners have a security camera or video doorbell, making cameras the most popular home security item. The second most popular choice, owned by 16.2 percent, is a professionally monitored home security system. A total of 21.9 percent of home security owners identified an incident such a move, break-in, or attempted break-in as their primary stimulant, compared to 49.6 percent who cited a general desire for improved protection as the driving force behind their purchase(s). The main deterrent to home security ownership, according to 33.3 percent of non- owners, is cost. Because they think their area is safe, 20.3 percent of people don’t own home security equipment, and 17.8 percent think their house is secure enough without them. You would undoubtedly gain a lot from clever climate-control technology. For instance, using those climate-control products at home can greatly improve your comfort. Learn more about the market’s popularity of smart climate-control products. Over 70% of respondents to the poll indicated that they install climate-control equipment to increase their personal or their family members’ comfort. 68% of individuals simply want to use less energy. 41% of users install the gadgets so they can keep an eye on their houses when they’re away from

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them. Choosing the best security system for your house is a huge decision, whether you choose a professionally installed system or a DIY setup. There is no shortage of choices, from hassle-free, professional monitoring services from ADT, Vivint, and others to highly configurable DIY solutions offered by companies like Ring, SimpliSafe, and Wyze. More internet-connected devices, including interior and outdoor cameras, video doorbells, and smart locks, are being produced as a result of increased competition in the home security sector. Additionally, it introduces new weaknesses, increasing the possibility of hacking. There is a lot to consider, and modern home security companies don’t always make it simple to compare services An item or system for home security is owned by 38% of households. 18.2 percent of homeowners have a security camera or video doorbell, making cameras the most popular home security item. The second most popular choice, owned by 16.2 percent of consumers, is a professionally monitored home security system. A total of 21.9 percent of home security owners identified an incident such as a move, break-in, or attempted break-in as their primary stimulant, compared to 49.6 percent who cited a general desire for improved protection as the driving force behind their purchase(s). The main deterrent to home security ownership, according to 33.3 percent of non-owners, is cost. Because they feel their area is secure, 20.3 percent of people don’t own home security equipment; 17.8 percent think their house is secure enough without it. Despite the ways that diverse leadership benefits corporate culture and sales, minorities remain underrepresented in top cybersecurity posts. The startup industry, where minority entrepreneurs hold leadership and decision-making positions, is one area of possibility. However, when minorities in cybersecurity pursue their own firms, the restrictions still exist. Since its launch, approximately 900,000 service appointments—or more than 40% of all appointments—have been done virtually, demonstrating Virtual Assistance’s enduring popularity with clients. Minorities will undoubtedly continue to feel safer if they keep doing this. ADT Home Security was rated as the finest all-around home security system with a 9.1 out of 10. It runs the largest nationwide network of specialized monitoring centers and provides consumers with a six-month money-back guarantee, which ought to have an impact on minorities as well. Because any other

Farris 2 security system is inferior to this one, I believe that statement would appeal to more of my people with only that knowledge. ADT Marketing Project Pha

SOLUTION

ADT is a leading provider of security and automation solutions for residential and commercial customers. Based on the information collected by the class, the following marketing strategies can be employed by ADT to promote its products and services:

Promotional Strategies:

  1. Referral Program: ADT can start a referral program where existing customers are rewarded for referring new customers. The rewards can be in the form of discounts on monthly monitoring fees, free equipment upgrades, or gift cards.
  2. Bundling Packages: ADT can bundle its security and automation services with other home services such as cable and internet. This will not only increase customer convenience but also offer attractive discounts for the customers who opt for bundled services.

Advertising Strategies:

  1. Social Media Advertising: ADT can leverage social media platforms such as Facebook, Instagram, and Twitter to run targeted ads

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