Lawn Mower Essay

Developing a Marketing Strategy for Robotic Lawn Mower

“There is only one winning strategy. It is to carefully define the target market and direct a superior offering to that target market,” said marketing consultant and professor, Philip Kotler. In order to establish his self-propelled robotic lawn mower, the entrepreneur must figure out his target market and what benefits those customers seek so he can position his innovation in that target market. In order to develop a marketing strategy for the robotic lawn mower, the entrepreneur needs to use market segmentation and target marketing to define the target market and create an effective positioning strategy. Although there are many ways in which a market can be segmented, the entrepreneur would benefit from demographic and behavioral segmentation. Within these two categories, income segmentation and benefit segmentation, respectively, would be the most helpful.

Therefore, it can divide the middle class market into single women, male adults, and male teenages, and develop a differentiated market strategy with separate offerings for each segment. The single women target market is attractive to the entrepreneur because most women, even in modern days, do not like to do hard labor. The company can then advertise to these women by empowering them, and showing them that they do not need a man to take care of their lawn. In contrast, adult males like to feel like they can take care of their house, and letting a machine do it may be difficult for some of them. However, most adult males today love technology, thus the entrepreneur can appeal to their ego and position the robotic lawn mower as a tool every man should have. Lastly, the entrepreneur can target teenages who are forced to mow the lawn as a chore. Having in mind that a robot may do their work, teenage boys will encourage their parents to purchase the robotic lawn