Académique Documents
Professionnel Documents
Culture Documents
PGP05011
PGP05012
PGP05013
PGP05014
PGP05015
Value
Proposition
Positioning
Marketing
Strategy
Competition
Features
Customized behavior
through training
Personality of real pet
Sensors: Touch,
Vision, hearing and
balance
Experience
Entertainment
Lovability Factor
Friend for the life
Healing and Relaxation
Fun of living creature
without hassle
Development stages
like human, eg: Child,
Teen, Adult
Re Pricing
Strategy
Value
Proposition
Positioning
Marketing
Strategy
Competition
Re Pricing
Strategy
Low
Relative Level
High
Value Curve
Entertainment
Customization
Feeding
AIBO
Messing
Dog
Value
Proposition
Positioning
Competition
Marketing
Strategy
Re Pricing
Strategy
Classical Positioning
(Second Gen AIBO)
Stealth Positioning
Value
Proposition
Positioning
Competition
Deep Decisions
Middle of
spectrum
Decisions
Shallow
Decisions
Marketing
Strategy
Re Pricing
Strategy
AIBO Position
Value
Proposition
Positioning
Competition
Marketing
Strategy
Re Pricing
Strategy
Frame of Reference
Target
Audience
American
Citizen
Their
Need
Love
,Relaxation
healing
Point of
Difference
Reason to
Believe
Customizatio
n , Emotions
Brand name
SONY
Value
Proposition
1.
2.
Positioning
Competition
Marketing
Strategy
Re Pricing
Strategy
Value
Proposition
Positioning
Competition
Go for niche
marketing instea
d of mass adverti
sing in the
U.S. market
Know the
expectations of
US consumers
from AIBO
Niche
Marketing
Hybrid
Product
Customer
Feedback
Affordable
Price
Marketing
Strategy
Position for
people seeking an
entertainment
companion as well
as interested in
In formation
Technology and
robotics
Re Pricing
Strategy
Value
Proposition
Positioning
Competition
Marketing
Strategy
Re Pricing
Strategy
Value
Proposition
Positioning
Competition
Marketing
Strategy
Re Pricing
Strategy
Value
Proposition
Positioning
Competition
Marketing
Strategy
AIBO should
match with the
lifestyle of the
American
people
Compatibility
Trialability
Relative Advantage
Customer need to
understand
the unique feature
and function AIBO
offering compared to the
competitor
Re Pricing
Strategy
Value
Proposition
Positioning
Some
more
points
Project the
product
as superior
product that the
competitor or
low cast
toy cannot offer
Research &
Development
Marketing
Strategy
Competition
Applications can be
provided at a premium
Give a value
proposition to
the U.S customer
Re Pricing
Strategy
Value
Proposition
Positioning
Competition
Marketing
Strategy
Re Pricing
Strategy
Differentiation
Cost Leadership
Strategy
Differentiation
Strategy
Porters
Strategy
Narrow Market
Broad Market
Cost Focus
Strategy
Focused
Differentiation
Strategy