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HW5_LitterRobotPresentation.pptx

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INTEGRATED MARKETING LITTER- ROBOT Presented by Hannah Vu Yuqi Lu Felix Luo Self-Cleaning Cat Litter Box

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Presentation Outline Brand & Product Overview Competitors Brand Positioning Statement Products Benefits & Attributes Customers’ Needs, Wants & Desires Target Audience SWOT Analysis Customers Value Proposition Market Research & Insights References

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About Litter-Robot YL Brand Overview Brand Category Product Overview

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TRADITIONAL CAT LITTER BOXES Traditional scoop-and-throw trays Top-entry litter boxes Hidden/ Disguised litter boxes Competitors F L

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SELF-CLEANING CAT LITTER BOXES A C b Competitors F L

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Competitors - Self-Cleaning PetSafe ScoopFree Cat Litter Box CatGenie Self-Washing Self-Flushing Cat Box PurrSong LavvieBot S FL

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“For the savvy cat parents , Litter-Robot is the future of pet care that delivers a single solution to all of your litter box issues because only our fully automated self-cleaning litter box keeps your house clean and odor-free while gives you an insight into your beloved companion’s health .” Brand Positioning Statement HV

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Product Benefits & Attributes Product Benefits Product Attributes Pricing Strategy YL

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Customers' Needs, Wants & Desires Economics Save up to 50% litter annually by using fewer resources Functionality A single solution to all litter box issues (scooping, odor, tracking) Emotional/ Status The most advanced product in the market to care for your pet’s health HV

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Customers' Satisfaction, Retention & Loyalty 90-Day Guarantee Get full refund in 90 days if users are not satisfied for any reasons 18-Month Warranty All repairs post-purchase are covered at no extra charge. Extended warranty available. Easy Upgrade Easy-to-install Wifi Connect kit allows buyers to upgrade their existing Litter-Robots HV

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Target Audience PRIMARY SECONDARY Millennials (largest - 35% pet owning demographic) Populous States (higher spending on petcare) White-Collar (higher income level) Smartphone Users (access to Connect app) Married Couples (higher spending on petcare) Savvy Shoppers (more likely to be Early Adopters) Veterinary/ Clinics (large number of cats visiting) HV Pet Supply Retailers (increase physical presence and brand awareness) Animal Shelters (large number of cats reside)

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SWOT Analysis STRENGTHS The leader in the new sub-category Introduce a new demand for cat owners Social media and online exposure Unique spaceship-like design WEAKNESSES Premium price compared to competitors Customer satisfaction partially relies on cats’ behavior No physical presence OPPORTUNITIES B2B retail Premiumization of pet supplies Increasing cat owners and spending Explore to develop more functionality or new products THREATS Technology is easy to copy Big-name pet care manufacturers Decrease in bargaining power as more competitors enter the field FL

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Customer Value Proposition LITTER-ROBOT 3 CONNECT “Freedom from scooping has never been easier, thanks to the Litter-Robot—the automatic, self-cleaning litter box that really works! You can also monitor and control the Litter-Robot with the Connect app when you're on the go. “ YL

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Market Insights Survey Method Personal interviews through Facebook messenger 12 participants HV Functionality Price Litter- Robot Traditional boxes Cat Genie PetSafe Lavvie Bot Hidden boxes 100% 0% Safety Price Ease of Cleaning Energy Used Product Lifespan Size & Design Factors Considered When Buying Cat Litter Box “I would be interested in trying if it were sold at PetCo or on Chewy.com.” “If you think about daily scooping for 3 cats, $500 is a reasonable investment.” “The thing I hate most about having a cat is the lingering odor of its waste. But this is too expensive!” “I like the look of Litter-Robot. Like a spaceship!” Quotes

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Litter-Robot is the leader in self-cleaning litter box category, capitalizing on premiumization trend in petcare Assessment LITTER-ROBOT HV Litter-Robot d ifferentiates through its unique design and excellent customer service Urban consumers are spending more and more on pet supplies Litter-Robot can benefit from strong social media presence and influencer marketing

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References Bedford, E. (2018, October 10). Pet ownership among different generations U.S. 2017 . Bonnema, G. M. (2012). System design of a litter collecting robot. Procedia computer science , 8 , 479-484. Chen, Y., & Pearcy, J. (2010). Dynamic pricing: when to entice brand switching and when to reward consumer loyalty. The RAND Journal of Economics , 41 (4), 674-685. Danziger, P. N. (2018, October 18). The Pet Retail Market Is Hot And Getting Hotter By The Day . Frey, W. H. (2018, May 7). The millennial generation: A demographic bridge to America's diverse future . litter-robot.com Traffic Statistics. (n.d.). Retrieved October 6, 2019. OppLoans (n.d.). How Much Does YOUR State Spend on Pets? Peter G. Peterson Foundation. (2019, October 4). Income and Wealth in the United States: An Overview of the Latest Data . Safari, A. (2019). Conceptual Process for Designing High-Technology Products: Case Study of a Litter-Collecting Robot. In Rapid Automation: Concepts, Methodologies, Tools, and Applications (pp. 218-246). IGI Global. Technavio Research. (5AD, February 2018). Key Findings for the Global Automatic Self-cleaning Cat Litter Box Market | Technavio. Business Wire (English). Vogels, E. A. (2019, September 9). Millennials stand out for their technology use, but older generations also embrace digital life. Urquhart, L., Reedman-Flint, D., & Leesakul, N. (2019). Responsible domestic robotics: exploring ethical implications of robots in the home. Journal of Information, Communication and Ethics in Society .