Introduction
Boston Dynamics is one of the leaders in the robot industry. It produces robots that are aimed at facilitating tasks and completing them with a higher level of safety (Goldman). Its primary customers are companies that can use these robots in warehouses or factories as well as laboratories and other places (Goldman). Despite high expectations regarding sales and potential customers, the company has yet to achieve substantial success. The goal of this marketing plan is to create an outline for attracting new customers and increasing sales using the 4P’s strategy.
Price
Price is the first component of the 4P’s marketing strategy, and it plays a vital role for Boston Dynamics. Currently, the robots are sold for $74,500, which is a price that not many companies are ready to pay for this kind of product (Goldman). The price is also relatively high in comparison with similar robots produced by other robotic companies. Therefore, it is necessary to change the pricing policy and offer discounts depending on the number of robots purchased and the type of contract. This way, if the customer purchases a large number of robots or signs a long-term contract, they will pay a lower price.
Product
The company offers a range of robots to complete different tasks. Atlas is a humanoid robot that demonstrates its capability to perform various types of complicated physical movements, such as backflips, somersaults, and turn-around jumps (Goldman). Handle robots can climb stairs and run and are typically used for inspections (Goldman). All the robots demonstrate high functionality and can be used in many places of work. The company needs to present more concrete examples of how this product could be useful for businesses. Showing robots dance demonstrates their ability to entertain audiences but does not show their work functionality, which is what the company must focus on.
Promotion
The potential customers of Boston Dynamics are companies, police departments, laboratories, and others. The most efficient way to promote the product would be through the use of social media platforms such as Facebook, Twitter, and Linked In, as professionals would be primarily targeted. Another way to reach potential buyers is through industry events and conferences. Advertisements demonstrating robots dancing reach wide audiences and work as entertainment; however, as they do not demonstrate robots’ essential skills, they do not reach the customers this product is intended for. The advertising campaigns should be targeted precisely, as the scope of the target audience is not wide due to the product’s specificity and price.
Placement
Boston Dynamics should focus on placing the products in the industries that would benefit the most from incorporating the robots. The company should prioritize industries such as healthcare, security, manufacturing, and construction, as complex tasks can be performed more efficiently with the use of Boston Dynamics’ robots in these industries. The company also must ensure that the customers receive proper after-sales services and provide detailed training and instructions regarding the robots’ application and functionality.
Conclusion
Boston Dynamics should change its marketing strategies to improve its sales. This can be achieved by changing the pricing policy and providing discounts for long-term customers and customers purchasing large numbers of robots. The company should also demonstrate more clearly how the robots can be used in work and target specific customers in product promotion. Finally, proper instructions and after-sales services must be provided.
Work Cited
Goldman, David. “Watch Boston Dynamics Robots Dance to ‘Do You Love Me’”. CNN Business. 2020. Web.
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