Irobot Company
g 1.0 | Executive summary | 2 | 2.0 | Situational Analysis2.1. Political factors2.2. Economic factors2.3. Social factors2.4. Technological factors | 3-6 | 3.0 | SWOT Analysis3.1. Strengths3.2. Weaknesses3.3. Opportunities3.4. Threats | 7-9 | 4.0 | Marketing Objectives | 10 | 5.0 | Targeting and Positioning5.1. Targeting5.2. Positioning | 11-14 | 6.0 | Marketing Strategies6.1. Product 6.2. Price6.3. Place6.4. Promotion | 15-19 | 7.0 | Implementation and Control | 20-21 | 8.0 | Conclusion | 22 | 9.0 | References | 23 | 10.0 | Appendix | 24-27 |
TABLE OF CONTENT
1.0. EXECUTIVE SUMMARY
iRobot Corporation designs, manufactures, and sells a variety of robots include floor vacuuming robots, pool and gutter cleaning robots.
Our marketing objectives are to continue to strengthen our brand, which is to continue having advertisement to increase band awareness in the market, to have high market shares of 20% rather than 11.67% by December 2012, which we believe this product Cleany will very much contribute to the increase in market shares, and to have market expansion in different parts of the world.
Our new product is the robotic dirt eating machine. It is called Cleany. It is served as a vacuum cleaner, as well as a scrubber. When the floor, sofa or bed has dirt, Cleany will help clean them up. It is round in shape and it has no sharp ends. This product is very convenient to be used. It ensures safety and cleanliness. Moreover, this product is environmental friendly, it uses solar energy to charge its battery. Our packaging focuses on the protection of the product. We use thick polystyrene to wrap our product. We want to make sure it reaches our customers doorstep without any damages. Cleany is a good quality product. It performs well and it’s durable.
Irobot plans to use price skimming as our pricing strategy. From time to time, discounts of 15-20% will be given so that customers with lesser income distributions can also purchase Cleany.
TABLE OF CONTENT
1.0. EXECUTIVE SUMMARY
iRobot Corporation designs, manufactures, and sells a variety of robots include floor vacuuming robots, pool and gutter cleaning robots.
Our marketing objectives are to continue to strengthen our brand, which is to continue having advertisement to increase band awareness in the market, to have high market shares of 20% rather than 11.67% by December 2012, which we believe this product Cleany will very much contribute to the increase in market shares, and to have market expansion in different parts of the world.
Our new product is the robotic dirt eating machine. It is called Cleany. It is served as a vacuum cleaner, as well as a scrubber. When the floor, sofa or bed has dirt, Cleany will help clean them up. It is round in shape and it has no sharp ends. This product is very convenient to be used. It ensures safety and cleanliness. Moreover, this product is environmental friendly, it uses solar energy to charge its battery. Our packaging focuses on the protection of the product. We use thick polystyrene to wrap our product. We want to make sure it reaches our customers doorstep without any damages. Cleany is a good quality product. It performs well and it’s durable.
Irobot plans to use price skimming as our pricing strategy. From time to time, discounts of 15-20% will be given so that customers with lesser income distributions can also purchase Cleany.