Introduction
The object of my marketing plan will be a robot vacuum cleaner, which, in addition to cleaning, has a pet care function called the Housekeeper. Typically, market segmentation uses a targeted marketing policy, which involves studying and meeting the needs of different consumer groups or marketing mixes. In this case, there are differences in the number of segments served, so the methodology of marketing research and development of marketing mix elements is considered an example of concentrated marketing. When developing a differentiated marketing strategy, similar research and calculations are conducted in the context of each selected segment.
Current Marketing Situation
The Housekeeper is a product with excellent potential and needs a quality marketing plan.
Market segmentation will work due to the following factors:
- The level of monthly income per person.
- The coverage of the surface to be cleaned.
- The benefits sought (price, cleaning quality, environmental friendliness) (Bergman and Lind 14).
- Availability of pets.
Each user chooses which of these options is most beneficial to them. It should be noted that segmentation based on more attributes with a more detailed grading of each attribute increases the number of consumer segments, increasing their accuracy, while the number of consumers falling into one segment decreases, and the cost of serving all consumer groups and the number of product modifications increases (Liu et al.). Given this fact, the market researcher should first focus on those characteristics and choose such a gradation that largely predetermines the differences in consumer demands.
Market Description
The For Home brand, which created the Housekeeper robot vacuum cleaner, is positioned as a manufacturer of relatively expensive, high-quality equipment that uses the latest high-technology advances. The main competitors in the category of expensive vacuum cleaners are Philips, Bosch, Siemens, Miele, Samsung, and LG (Nicholls and Strengers 79).
The positioning is based on a new concept that For Home is pursuing. The company sells vacuum cleaners and offers a full range of home cleaning tools, including vacuum cleaners with the highest suction power and filtration levels. It has also introduced various innovations, such as the housekeeper vacuum cleaner. They are easy to use and include additional attachments for cleaning cars, for those who like to do minor repairs themselves, and for pet owners.
In addition, as a complete approach to cleaning, For Home offers air purifiers and the perfect tool for constant apartment/house cleaning and pet care, such as the housekeeper robotic vacuum cleaner. The launch of this revolutionary product confirmed For Home’s reputation as a manufacturer of high-tech and practical household cleaning tools. It is a fully automated, independent vacuum cleaner that can clean every day, even in the owner’s absence.
Product Review
A robot vacuum cleaner is a modern alternative to classic devices. If the user wants to relax on the weekend and not vacuum the floors, entrust this job to a smart gadget. The Housekeeper will clean hard-to-reach places and pick up trash from carpets, laminate, linoleum, tiles, and other surfaces. The Housekeeper also has a pet grooming function.
The robot vacuum fills the pet’s plate with food and water when the owner is away for an extended period. It has two additional compartments for water and food. The kit also has a set of bowls that the vacuum cleaner fills. When pet care mode is turned on, the Housekeeper drives up to the special bowls and empties the filling with the help of a retractable tube. This is very convenient if the owner forgets to leave enough food for their pet.
It is worth mentioning that most robotic vacuum cleaners are round in shape, which makes it difficult for the devices to reach corners. As a result, the dust stays there, and humans must clean it up by hand. The Housekeeper robot vacuum has better access to hard-to-reach places, reaches baseboards, and cleans corners better than the round model. It is self-contained and will dry-clean independently for an hour.
The gadget’s functionality also includes wet cleaning, which makes it even more valuable in users’ home inventories. Thanks to ultrasonic and infrared sensors, the equipment does not crash into walls and bypasses any obstacles, furniture, and pets. The device runs on a rechargeable battery. The smart vacuum cleaner is equipped with one rotating turbo brush. As soon as the user turns on the robot, it receives sensor information, analyzes it, and builds its cleaning route. The gadget is controlled using the buttons on the body or remotely through a mobile app.
The user can start the vacuum cleaner and turn on the pet care function from anywhere in the world. Thanks to an innovative system, the Housekeeper’s robotic vacuum cleaner scans the room, identifying and bypassing obstacles. Combined with the 3D map navigation feature, the home helper can clean by texture and performance, preventing the same area from being cleaned multiple times.
Carpet edges and slight height differences are no problem for the Housekeeper. The system allows the robot vacuum to “climb” over obstacles up to 2.2 cm in height. The Housekeeper never stops cleaning, thanks to the intelligent system of recharging and restarting. When it needs to recharge, it automatically returns to its station, and once recharged, it picks up where it left off.
Conclusion
Thus, the Housekeeper robot vacuum cleaner is an innovative product that needs to be promoted. Most users prefer companies that are more familiar to them and neglect For Home because it is unfamiliar to them. The company owners need to develop a quality marketing plan to increase sales and awareness of the company and its products. Only in this way will the sales of the robot vacuum cleaner rise several times, and For Home will achieve significant success.
Works Cited
Bergman, Joel, and Johan Lind. “Robot Vacuum Cleaner.” DiVA, 2019. Web.
Liu, Zhenfeng, Jian Feng, and Bin Liu. Pricing and Service Level Decisions Under a Sharing Product and Consumers’ Variety-Seeking Behavior. Sustainability, vol. 11, no. 24, 2019, p. 6951. Web.
Nicholls, Larissa, and Yolande Strengers. Robotic Vacuum Cleaners Save Energy? Raising Cleanliness Conventions and Energy Demand in Australian Households with Smart Home Technologies. Energy Research & Social Science, vol. 50, 2019, pp. 73-81.