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Aibo Product’s Market Integration & Promotional Tactics Case Study

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Updated: Jun 20th, 2022

Promotional Tactic 1: Advertising

Advertising could be an effective promotional tactic for improving both awareness and sales of Aibo. Technology innovation in the development of robotics, cloud computing, and Artificial Intelligence (A.I.) has improved social lifestyles among many (Plowman and Wilson 127). The invention in discussion depicts a simulated pet with learning abilities similar to a dog. The product can be instrumental in enhancing people’s lives with specific challenges (Zhang et al. 36). For instance, Aibo can improve the quality of interaction for a child suffering from autism. As a former technology leader, Sony has been strategic in developing innovative products that can be promoted using modern advertisement approaches.

Market entry for a new product presents significant challenges to organizations. However, advertisements help initiate a marketing campaign to popularize a product (Chang 8325). In this context, Sony could consider contracting a celebrity for digital medial marketing. For instance, Hollywood actors would be useful in explaining the basic interaction functionalities of using Aibo. This selection of advertisements would help advance information to relevant and potential clients (Zhang et al. 36). As a result, Sony would achieve both market penetration of a new product and product awareness in developed markets.

Promotional Tactic 2: Public Relations

Sony could also consider public relations as a valuable promotional tactic of ensuring effective market acceptance for Aibo. The fact that consumers depict different socio-cultural backgrounds indicates the presence of a wide range of preferences. Individuals and community beliefs present substantial challenges for successful product entry (Chang 8325). Public relation is a crucial strategic approach to convincing the U.S. market of the usefulness of Aibo. For instance, hesitant but potential clients might integrate religious beliefs on technology innovation entailing robotics or A.I. This is a regressive attribute that could affect the successful introduction of the innovation in both developed and developing markets.

Most importantly, public relations would be essential for communicating both business and ethical aspects of Aibo. For example, the revenues accrued from product sales should be accurately reported in annual fiscal documents for investment purposes by Sony’s executive board of directors (Zhang et al. 36). The approach would be useful for convincing shareholders of the market feasibility of the product. In addition, public relations would be instrumental in clarifying misguided or misinformed interpretations concerning Aibo’s moral integrity (Chang 8328). Most importantly, this approach would enable Sony to ensure ethical integration in its promotional tactics during marketing initiatives.

Promotional Tactic 3: Sales Promotion

In addition, sales promotions could be critical for introducing Aibo to the U.S. market. Sony would benefit from increased profit margins required for sustaining innovative production. In essence, this marketing approach includes short-term marketing activities intended to stimulate product purchases (Plowman and Wilson 128). For instance, exhibitions and seminars on technology products would help introduce the new Sony products. This approach has been successful for profit-making entities with distinct and highly profitable product lines. Most fundamentally, sales promotion would enhance consumers’ interaction with Aibo for positive marketing outcomes.

Profit margins and sales revenues determine a product’s success in competitive markets. The technology industry is attributed to frequent releases of innovative products such as Aibo. Consequently, Sony should consider the sales promotion approach to allow interested or potential clients to interact with an A.I. developed robot. For instance, organizing contests intended to reward the commodity to children would be tactical in increasing sales. Through customer experience and satisfaction, Sony would enhance its competitive strength in developing robots (Chang 8327). The company would ensure sustained competition of innovative products with the success of Aibo in the U.S. market.

Works Cited

Chang, Angela Ya-Ping. “A Study on the Effects of Sales Promotion on Consumer Involvement and Purchase Intention in Tourism Industry.” Eurasia Journal of Mathematics, Science and Technology Education, vol. 13, no.12, 2017, pp. 8323-8330.

Plowman, Kenneth D., and Christopher Wilson. “Strategy and Tactics in Strategic Communication: Examining Their Intersection with Social Media Use.” International Journal of Strategic Communication, vol. 12, no.2, 2018, pp. 125-144.

Zhang, Ke, et al. “Effects of Promotions on Location-Based Social Media: Evidence from Foursquare.” International Journal of Electronic Commerce, vol. 22, no.1, 2018, pp. 36-65.

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