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					Sony AIBO: A Marketing Dilemma
Background Information

• World’s first entertainment robot (1999)

• Japan sold the AIBO at great pace

• Constant questioning of purpose of existence

• First Generation AIBO

• Second Generation AIBO
Discussion
•   Problem Recognition
•   Situational Analysis
•   Evaluative Criteria
•   Alternatives and Recommendations
•   Consumer Profile
•   Distribution Channels
•   Pricing Strategies
•   Promotional Strategies
Problem Recognition

• Sony AIBO’s possible expansion into the U.S.

• Promotional mix

• Companion or Productivity Tool?

• Ability to sell to mainstream market

• Premium Pricing
Situational Analysis
                •Innovation Leader
    Strengths   •Superior Technology
                •Software Adaptability
                •Sony´s Specialized Department




  Weaknesses    •Price
                •High Cost of R&D
Situational Analysis

 Opportunities   •American robotic market in infancy
                 •Growth of American toy market




                 •Perception of robots in U.S.
                 •Aging American Market
   Threats       •Aversity to Technology
                 •3 Possible markets are saturated
Evaluative Criteria
• Ability to Maintain Competitive Advantage

• Risk Minimization

• Long Term Profit Potential

• Short Term Profit Potential

• Ease of Implementation
Alternatives and Recommendation
                Positioning    Promotional    Pricing     Target   Distribution




                                              Long Term Strategy
                Productivity
                   Tool
                                                         Typical Toy Superstore
                                             Captive     Consumer
                                             Pricing
Expand to U.S    Companion       Mass
                                Marketing
                                                 Short Term Strategy
                 Educational
                    Toy
                                  Niche      Premium
                                                        25-40 Affluent
                                              Pricing
                                                           Parents Niche Store
Consumer Profile
• 25-40 year old mom

• Affluent Consumer

• Seeking educational product benefit

• Early Adopters
Distribution Channels

• High End Stores – Neiman
  Marcus, Sachs Fifth Avenue
• Online Retail



• Mass Retail Distribution (Long
  term)
Pricing Strategies
• Early Adopters – Premium Pricing
  Strategy

• Price - $1500


• Early Majority – Captive Pricing
  Strategy, after next generation
  release
• Price - $300
Promotional Strategies

• Viral Marketing: Word of mouth,
  social networking
• In-store display

• Parenting and related magazines
• Crossing the chasm: cartoon,
  books, software, etc.

				
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posted:6/4/2011
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