WHO ARE THEY?
Guardian Fire Shield is a business that offers an innovative safety device to prevent fire disasters at home. Supported by Douglas College’s students, Guardian Fire Shield (GFS) hopes to gain more brand awareness among residential customers. The students subscribed to the practicum course and the @Envision Financial at the Douglas College community program have conducted Focus Group to gain more insights about their potential customers and apply their marketing knowledge. As a result of those efforts, practical actions for promotional strategies were crafted generating a positive impact on improving the product recognition for Guardian Fire Shield.
WHAT ARE THEY DOING?
After the secondary research, the Guardian Fire Shield Team Project explored options for new types of fire safety devices in the market resulting in better identification of a gap in the market. This product is a Self-activated Fire suppression device that is smoke-activated, set for ten years and made by Canadian. Although a direct competitor doesn’t exist, there are many alternatives for customers to choose. Hence, not many residential customers are aware of this product. At the light of this findings, the GFS team decided to conduct a focus group with the residential customer participants – the potential target market, to enable a better understanding of the segment market and to design a tailored marketing campaign.
THE MISSION OF GFS TEAM
This research shed light for the GFS team to understand more about customers’ behaviours in terms of knowledge, attitude, and preferences toward safety. Moreover, the findings act as an inspiration for the team with their promotional strategies in terms of media tactics to communicate and convey accurate messages to educate and inform their potential customers.
Written by Envision Financial Douglas College Community Building Program PR Team
Photo by Guardian Fire Shield Team
Edited by Professor Shannon Cox and Professor Kimberly Jang
