3.4 Assignment: Research-based Marketing Plan Revised Final Proposal - Product Differentiation and Positioning

THIS IS THE PEER REVIEW COMMENT BELOW

Current Competitors Offerings and Price Points

The following competitors have been identified for the personal home use robots market: iRobot, Wonder Workshop, Worx Landroid, Amazon, and WowWee (Leskin, 2017). These companies have created robots that have personal home use advantages. The iRobot is a vacuum cleaner that sweeps your house. The Wonder Workshop created a robot that a customer can interact with on a personal level such as telling jokes. Worx Landroid created a robot lawnmower. Amazon created Alexa which can help set appointments in a calendar, start your laundry, turn on lights, etc. (Bizzaco et al., 2020). Last, WowWee created a personal robot that can bring items to you. The price points of the competitors are below in Table 1.1.

Table 1.1-Competitor Pricing

Recommended position and points of differentiation for the JGJ Inc. offering

JGJ Inc’s differentiation strategy should be a strategy that caters to the upper-class sector of society. JGJ Inc. should focus on becoming the superior robotic creator for the market by offering a wide variety of robotic options to satisfy the needs of the target market. JGJ Inc. needs to offer multiple robotic options due to not wanting to be like its competitors such as mentioned by McDonald (McDonald, 2016, p. 39). To do so, JGJ, Inc. needs to create a line of robots that can be sold in the ultimate package. This ultimate package will contain robot vacuum cleaners, assistants, lawnmowers, “butlers”, and companions. JGJ Inc’s prices will be slightly lower than the competitor’s prices for each individual item. However, the items will not be sold separately. In this way, JGJ Inc will be positioned different because of each customer buying a line of robots that should satisfy all the chores that no one wants to do once they are off work. Table 1.2 shows JGJ Inc’s position once entering the current market.

Table 1.2 – JGJ Inc’s Position

References

Bizzaco, M., et al. (25 Nov. 2020). (“What is Amazon's Alexa, and what can it do?” Digital Trends, Digital Trends. Retrieved from www.digitaltrends.com/home/what-is-amazons-alexa-and-what-can-it-do/#:~:text=The%20number%20of%20tasks%20that%20Alexa%20can%20accomplish,8%20Track%20your%20Amazon%20packages.%20More%20items...

Leskin, P. (23 Nov. 2017). “13 home robots to buy to feel like you're living in the future.” Inverse, Inverse. Retrieved from www.inverse.com/article/38669-robots-to-buy-for-future.

McDonald, M. (2016). Malcolm McDonald on marketing planning : Understanding marketing plans and strategy (2nd ed.). Philadelphia, PA: Kogan Page. Retrieved from https://search.ebscohost.com/login.aspx?direct=true&AuthType=sso&db=nlebk&AN=1406073&site=ehost-live&custid=s8876267