Competitive Intelligence: Product Innovation and Promotion

Competitive Intelligence Paper
First Alert

TOC \h \u \z Executive Summary2Product3Place6Promotion10Pricing12References16
Executive Summary
Product innovation and promotion is an important aspect for every organization today. First Alert is considered a dynamically continuous innovation. Thus product is defined as the need-satisfying offering of an organization. The main goal of the company is to target those consumers who have experience with the new technology. This is an additional value to the product and the customer’s overall experience and satisfaction. Over the past few years, the company has come up with various innovations. One of the best known innovation is the “Onelink Safe & Sound Smart Smoke + Carbon Monoxide Alarm and Speaker with Amazon Alexa”.
To improve the experience of their customers the company has come up with various strategies. First the company decided to rebrand its logo so that it would be able to attract more customers. During the celebrations of their 60th anniversary the decided to update its logo to increase sales. By modifying their logo, there are greater possibilities of a quicker acceptance of new products that are marketed under the same name. The company has also come up with new advertising techniques. These strategies will enable the company to reach more customers and satisfy their needs. First Alert had partnered with Lowe. That is on October of 2019 First Alert came up with a campaign with Lowe’s to teach people about fire safety. As for the pricing, First Alert uses odd pricing strategy in marketing and reaching out new customers.
Product
First Alert has been protecting homes and families since 1958 by providing safety products including smoke alarms, carbon monoxide detectors and more. First Alert began with three friends creating a commercial smoke alarm (First Alert). Six decades later they have moved on to creating more high technology smoke alarms. First Alert is known for creating many homes “firsts”. This includes creating the first plastic head fire extinguisher in 1985, first combination smoke and carbon monoxide alarm in 1955, and recently in 2018 the first smoke and carbon monoxide alarm with built-in Amazon Alexa (First Alert). In marketing, the product is related to developing the right “product” for the target market ( p.37). Product is defined as the need-satisfying offering of a firm (p.197). First Alert has developed new products, changed its logo, and rebranded to increase customer sales.
New Product
In 2018, First Alert introduced the “Onelink Safe & Sound Smart Smoke + Carbon Monoxide Alarm and Speaker with Amazon Alexa”. It was the first smoke and carbon monoxide alarm that included an integrated Amazon Alexa as well as a superior home speaker (Cision, 2018). Tom Russo, the vice president of marketing and product development at First Alert states, “...With Alexa built-in, smart protection and a robust home speaker, it will truly become a must-have for many families” (multivu.com). It is apparent the target audience for this new smoke and carbon monoxide alarm are families. The First Alert Onelink include hands-free access to Alexa, music, checking the weather, control smart home devices, and more.
This Onelink by First Alert is considered a dynamically continuous innovation. Because First Alert already has other versions of smoke and carbon monoxide alarms such as the “Combination Smoke and Carbon Monoxide Alarm, Battery Operated” and “Smoke and Carbon Monoxide Alarm with Voice and Location, Battery Operated” consumers were already familiar with these types of product. The “Onelink Safe & Sound with Amazon Alexa” differed because it is a hands-free voice-controlled speaker in partnership with Amazon Alexa. The “Onelink Safe & Sound Smart Smoke + Carbon Monoxide Alarm and Speaker with Amazon Alexa” was introduced at CES 2018, an annual tradeshow organized by the Consumer Technology Association in Las Vegas, Nevada. It was displayed on Amazon’s Treasure Truck. By displaying the Onelink smoke alarm at this convention, First Alert is targeting consumers who are interested in technology. Often, people do not make a correlation between smoke alarms and voice- activated speakers. With the addition of technology added to the smoke alarm, there is additional value to the product and the customer’s overall experience and satisfaction (p.199). Since its release, the Onelink by First alert has been the winner of the 2018 Best Home Technology Product by IBS awards, 2018 American In-house Design Awards, and 2018 PC MAG Awards
New Logo
First Alert celebrated their 60thanniversary in 2018 by making various changes to their brand, including updating their logo. According to First Alert’s website, the new logo “... resembles the Maltese cross pattern of many fire departments, harkens to the company’s heritage and history, while also paying tribute to its deep connection and commitment to fire services” (Website). When customers learn the background of the logo change, it makes it more personal. A company’s branding identifies a product, including name, term, symbol or design. ( 202) By changing First Alert’s logo it is apparent they are seeking continuous improvement with their company even after 60 years of being in business. First Alert is known for being a brand leading home safety and helping protect homes and families throughout the globe (First Alert).
It is common for companies to redesign their logos to increase sales. By companies modifying their logo, there are greater possibilities of a quicker acceptance of new products that are marketed under the same name, around the same time. First Alert modified its logo and released new products. This can increase the appeal to consumers. A new logo can attract consumer’s attention.
They have decided to re-brand their company and/or product.
First Alert made various changes to their brand in celebration of their 60th anniversary. They have been in business for over six decades, and their 60th year was considered their “diamond year”. First Alert celebrated by updating their website, logo, and packaging design. A company’s brand is what identifies a product, and when a company rebrands they aim to increase brand familiarity. Having the right website, logo, and packaging design can help build brand familiarity. Tarsila Wey, the director of marketing at First Alert, states “While our look may be updated, First Alert’s reliability, quality, trustworthiness, and dedication to helping save lives continue to be the cornerstones of who we are” ( First Alert).
Place
Recall
In 2000, a product recall had been process of retrieving and replacing defective goods for consumers in First Alert’s fire extinguisher. Unfortunately, First Alert had to recall approximately 600,000, model FE1A10g with a serial numbers beginning with RJ, RK, RL, RP, RT, RU or RW, their household fire extinguishers in order to replace a malfunctioning fire extinguisher with a workable and safe. The malfunctioning of the discharge when the trigger is released to put out a fire equates to consumers endanger of risk unreasonable injuries. Although no one has reported, “The U.S Consumer Product Safety Commission is charged with protecting the public from unreasonable risks of injury or death associated with the use of thousands of types of consumer products under the agency’s jurisdiction.”(CPSC) First Alert was fortunate not to have any public injuries, if it did more total loss could be demonstrated.
Recycling
In First Alert’s detector recycling system, there are two unique styles of smoke detection technology. One of the style known as Photoelectric alarms “can be disposed of in regular household waste after the batteries or removed, or preferably recycled.”(First Alert) On the other hand, ionization alarms “contain an extremely small amount of radiation, and some municipalities will not accept them in the waste stream.”(First Alert) In order for First Alert to accept any disposal, the customer must have more than five detectors. If the consumer has an old detectors, there are some hardware components that can’t be recycled “due to flame-resistant additives in the plastic.”
Return Policy
Overtime policies changes based on the consumers satisfaction in terms of returning a product. First Alert's goal is to provide their customers with a product that consists of safety and quality. If those two major factors are not met, then a return procedure must be taken by the customer in order to keep the customer’s environment satisfied. Furthermore, First Alert also added a specific return policy, if it’s a damaged item or defective item. In these two formats clarifies a return action that the customer needs to be met in order for First Alert to take into consideration if the return is a legitimately follows the policy. In damaged items, the customer must contact First Alert within a 24 hour of the item arrival, and claim the item was damaged. And for Defective items, the customer must contact First Alert within 30 days of the item arrival and claim the item was defective. After numerous of incident, First Alert had added these terms to neglects any perpetrator to abuse any malicious act of returning such items.
Distribution Channel
In 1980, First Alert partnered with BRK electronics to sell primarily to electrical contractors. These added contractors made First Alert sold over 100 million smoke detectors. First Alert initiates to expand a broader breakthrough in selling their product by developing and researching a series of high quality and affordable products. At the end of the 20th century, “First Alert was the leading brand of smoke alarms and carbon monoxide alarms in the United States, and the company’s product continued to have strong consumer recognition as a result of three solid brand names.”
Promotio...