Product Research

The Product: Honeywell Air Purifier for Home, 3 Stage Filtration, Covers
693 sq.ft, High Efficiency Pre-Filter, H13 HEPA Filter, Activated Carbon
Filter, Removes 99.99% Pollutants & Micro Allergens - Air touch P1.

S.No Facts and Features Benefit

1. 3-Stage Filtration  T
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2. The CADR (Clean Air Delivery Rate) I

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3. Coverage Area  I
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4. High Efficiency  T
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5. Ideal for Wildfire Season  D

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6. Advanced filtration process with Air Purification Cycle Every 1

7. Comes with Child Lock Button Can se
unwant
this.
8. Sleep mode with 1,2,4 or 8 hours automatic shut-off timer We can
during
breathe
sleepin
9. Low noise level Only 30
10. Manufacturer Warranty 1 Year
11. 3 colour air quality indicator  G
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 R
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12. Quiet operation A quiet

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filtering
13. Low power consumption The pur
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14. H13 Hepa Filter The H1
premiu
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tier per
microsc
small a
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99.9. Sp
remove
like pol
dander
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15. Air change per hour  I
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16. 2 Fan speed The Ho

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17. Filter Reset Indicator When t
up, it’s
replace
18. Timer  S
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 A
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19. Filter Life Purifier

up to 30
20. Brand Honeyw
 21. Product Dimensions 21.1D x
Centim

22. Specification Met HEPA

23. Particle Retention Size 0.1 Mic

24. Controller Type Touch P

25. Item Weight 4 kg

26. Net Quantity 4 count

27. Included Components Air Tou

Purifier

28. Generic Name Air Pur

29.

The Ideal Client (Choose Option 1 or Option 2):

1. Existing Audience Profile Links (15 High-Buyers)

Or...
 2. Who Was This Product Designed For? (Conduct Competitor and
Market Research Before Completing Ideal Client Profile If Choosing
Option 2)
Gender
Age
Job and Income
Family Status
Location
Social Media Usage
Reason They Need The Product
Stage of Awareness

Ideal Client Profile (Audience Data or Post-Market Research)

Gender
Age
Job and Income
Family Status
Location
Social Media Usage
Reason They Need The Product
Stage of Awareness

The Existing Brand

Does the public image of the existing brand align with the IC? Why?

What aspects of the business (or individual client) could be viewed as a

reason to trust in their expertise?

Competitor Research

Competitor 1: Coway
Idea: 1) LONGEST FILTER LIFE: Coway HEPA Filter is one of the thickest
(30 mm) HEPA Filter in the industry with Best-in-Class Protection and Long
Filter Life (8500 hours).
2) WARRANTY: Coway Air Purifiers comes with longest 7 years
Manufacturer Warranty on motor. Ensuring Complete Peace of Mind.
3) AREA COVERAGE: 355 sq. ft / 33 sq. mtrs. CADR: 303 cubic m/hr.
TECHNICAL SPECS: Power Supply 230V 50Hz. Wattage 35W. Noise 22-
49dB. Weight 6.50Kg.
4) FILTER REPLACEMENT INDICATOR: Filter Replacement
Indicator helps indicate when it's time to change HEPA Filter & Carbon Filter.

USP: SPECIAL GREEN ANTI-VIRUS TRUE HEPA FILTER: Protect

your family from Dust, Pollen Allergy and Harmful Smoke. Removes 99.99 %
of Virus & Allergen to provide safe indoor environment.

Pain-focus: 1) LONGEST FILTER LIFE (8500 hrs) – No need to change it

often.
2) Coway Air Purifiers comes with LONGEST 7 YEARS
MANUFACTURER WARRANTY ON MOTOR - Ensuring Complete Peace
of Mind.
3) SPECIAL GREEN ANTI-VIRUS TRUE HEPA FILTER:
Protect your family from Dust, Pollen Allergy and Harmful Smoke.
4) FILTER REPLACEMENT INDICATOR: Filter Replacement
Indicator helps indicate when it's time to change HEPA Filter & Carbon Filter.

Desire-focus: Satisfying pain focus.

Social Media:

Ads:
Praise: 1) Efficient and Lightweight: The Airmega 150 is not only lightweight
but also highly effective. It swiftly tackles odors, dust, and other airborne
particles, leaving the air noticeably fresher.

2) Easy to Maneuver: Its portability is a huge plus. I can effortlessly move it

from room to room, ensuring clean air wherever I need it.

3) Peace of Mind with the Indicator: The air quality indicator provides me with
mental comfort. Knowing that the purifier is actively working to improve the air
quality puts my mind at ease.
4) Coway airmega 250 is an excellent product with low maintenance coming
with a prefilter and Hepa 13 & activated carbon filter to remove all bad odours
in your room.
5) The sleek and modern design of the air purifier blends well with my home
decor. It doesn't take up much space and can be placed conveniently in different
areas of the room.

6) The touch-sensitive controls are intuitive and easy to use. The air purifier
also features an auto mode that adjusts the fan speed based on the detected air
quality, which is a great convenience.
Complaints: 1) Not sure how to clean the sensor heads, the above are handy
with Airmega 150 .
2) The light is always red even after hours of running in a closed room.
3) Air sensor is placed after filter and near fan.
4) It takes much pollution and time to switch mode.
5) Fan speed 1 is too low that it's like nothing.
6) Overpriced as per the functions.
7) Service related issues.
Competitor 2: MI Xiaomi

Idea: 1) Triple Layer Filtration - The three layers include primary filter, True
HEPA filter, activated carbon filter which filters of 99.99% of 0.1μm particles.
2) 360 degree filtration - All-around air intake with improved 360° air
suction.
3) High Clean Air Delivery Rate - Xiaomi Smart Air Purifier 4 Lite has
a particle CADR of up to 360m³/h and is able to deliver 6000L of clean air per
minute.
4) Low noise - 33.4dB(A) for peaceful and healthy sleep.
5) Allergy Care Certified - Xiaomi Smart Air Purifier 4 Lite is proven to
effectively filter out common allergens such as pollen, dust mites, pet dander in
the air.
6) High Clean Air Delivery Rate - Xiaomi Smart Air Purifier 4 Lite has
a particle CADR of up to 360m³/h and is able to deliver 6000L of clean air per
minute.
7) USP.

USP: 1) High Clean Air Delivery Rate - Xiaomi Smart Air Purifier 4 Lite has
a particle CADR of up to 360m³/h and is able to deliver 6000L of clean air per
minute.
2) Smart app control - enable purification using the Xiaomi Home app
on your smartphone.
3) Voice Control - works with Alexa and Google assistant. Operate your
air purifier with your voice.
 4) LED display for real -time PM2.5 data, indoor temperature and
humidity readings, as well as Wi-Fi status and operating-mode information.
Check air quality with the colour-coded light strip.
5) Odour Elimination - The activated carbon absorption rate is 1.8 times
higher*effectively removes common air pollutants like pet odour, cooking
fumes and many more from your home to keep the air fresh.
6) High Clean Air Delivery Rate - Xiaomi Smart Air Purifier 4 Lite has
a particle CADR of up to 360m³/h and is able to deliver 6000L of clean air per
minute.

Pain-focus: 1) Triple Layer Filtration

2) 360 Degree Filtration
3) High Clean Air Delivery Rate
4) Low Noise
5) Allergy Care Certified
6) High Clean Air Delivery Rate
7) High Clean Air Delivery Rate
8) Smart App Control
9) Voice Control
10) Led Display For Real
11 Odour Elimination
12) High Clean Air Delivery Rate

Desire-focus: 1) Filters of 99.99% of 0.1μm particles.

2) All-around air intake with improved 360° air suction.
3) Larger effective coverage area of 269sq.ft.- 463sq.ft.
4) CADR of up to 360m³/h and is able to deliver 6000L of
clean air per minute.
 5) Proven to effectively filter out common allergens such as
pollen, dust mites, pet dander in the air.
6) 1.8 times higher*effectively removes common air
pollutants like pet odour, cooking fumes and many more.
7) 33.4dB(A) for peaceful and healthy sleep.
8) Enable purification using the Xiaomi Home app on your
smartphone.
9) Works with Alexa and Google assistant. Operate your air
purifier with your voice.
10) LED display for real-time PM2.5 data, indoor temperature
and humidity readings, as well as Wi-Fi status and operating-mode
information. Check air quality with the colour-coded light strip.

Social Media:

Ads:

Praise: 1) The app is helpful and it shows you constantly the quality of air and
temperature in the room and is accurate.
2) Effective, good product and quality.
3) Not tested about allergy related issues.
4) Filterability is excellent.
5) Comfortable due to peaceful operation.
6) Compact size hence movable from one place to another.
7) Auto mode is fabulous.
8) The design is modern and simple.
9) Portability is very easy. It's lite weight.
10) The display has all the information we need.
 11) Main operation we do with the app. The app has all the information.
12) This air purifier will collect all the dust.

Complaints: 1) Sensors are not working properly.

2) Not long lasting.
3) Display doesn’t work.
4) Pathetic service and not connecting to Wi-Fi.
5) It is not working properly. Its screen shows air filter quality
below level only 40 after it doesn't work.
6) When it runs in full swing, it seems like generator.

Competitor 3:

Idea:

USP:

Pain-focus:

Desire-focus:

Social Media:

Ads:

Praise:

Complaints:
Market Research:
IVOC Data
Places to Look
 Existing Audience Data (comments, profiles, reviews, emails, surveys)
 Facebook Groups (niche-specific and problem-specific)
 Facebook Ads (competitors and target market-specific)
 Subreddits (niche-specific and problem-specific)
 YouTube Videos (niche-specific and problem-specific)
 Amazon Listings and Reviews (niche-specific and problem-specific)
 Online Forums (niche-specific and problem-specific)
 Feedly (to see content consumption)
 Quora (for specific questions and answers)

Pains and Fears: 1. Recognised brand Honeywell is a global company with some amazing
products so too quality
2. Design of the purifier is very simple & elegant
3. Touch sensitive buttons are nice edition
4. Its innovative design allows to suck it maximum air through its vents
5. The filters are easy to install and clean
6. The mash net comes with a plastic cover remove it before using , its cleans the larger dust
particles & very easy to clean with a dry cloth
7. The Hepa filter is the heart of its process fine silicon honey cones on one side and activated
Carbon on the other , its solid build
8. Using it for over one month no problems yet
9. The Air quality senser is very accurate it detects pollutants easily than adjusts fan speed
accordingly on Auto mode.
10.It works just fine with minimalstic features and does it job pretty well.
11.Its noise can be adjusted by changing fan speed.
12.Decent suction power best for bedrooms.
13.OLED display is good.
14.The aqi realtime sensor also is very accurate with fast reading and response time.
15.Low power consumption.
16.Good looking, easy to place ,pre filter easy to remove clean and reinstall.
17.Good service and reputed brand
18. Works on inverters also.

Objections: 1. Since it sucks air from alot of directions it tends to get dirty with dust in alot of
places aside from filters like on top , area between filters & even fan so cleaning needed
2. As with all air purifiers its suction is not very powerful if u have alot of furniture in your room
chances are it will only do a small area
3. Its placement is key to getting optimal air quality
4. The Hepa filter is of high quality but so is the price so long run might not be economical
5. On maximum speed its very noisy so I put it on manual speed only
6. If u look at the machine its just a fan & filter nothing innovative just milking the market because
there is a demand , so years down better products will come or improve
7. The life of the filters depends on pollutant levels of the environment so one month on my
machine its working fine it might be different for others.
8.Hepa filter replacement not easily available
9.Hepa filter replacement on amazon costs around 3k.
10. Not recommended in high temperature like 40 degree plus.
Desires:

Firm Beliefs:

Shakable Beliefs:

Other:

Common Words/Phrases:

RIOA:

One Reader:

Gender :
Age :
Job and Income :
Family Status :
Location :
Social Media Usage :.
Reason They Need The Product :
Stage of Awareness :
One Idea:
1) What main benefit will your reader get from taking
action?

2) What makes this benefit possible?

One Offer:
 1) What main tangible deliverable are you promising the
reader?
2) Break this deliverable down into parts that logically prove
how the main benefit will be achieved

2) Any sub - deliverables?

One Action:

Message Hierarchy:

Points Supporting One Idea:

Points Objecting One Idea:

Five Subconscious Questions:

1) How is this relevant to me right now?

2) Why shouldn’t I categorise this as something I already know?

3) Do I understand the benefits I’ll stand to gain?
4) Do I understand how those benefits will be delivered?

5) Do I trust the person/business talking to me?

IVOC Summary
Pains and Fears

Objections

Desires

Firm Beliefs

Shakable Beliefs

Other

Common Words/Phrases

Summary Rankings
IVOC Summary Associated Benefit