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iRobot: Innovation

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by

Sarah Myers

on 6 December 2013

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Transcript of iRobot: Innovation

iRobot:Innovation
Managing in a Competitive Environment:
Section 6-3
Welcome to iRobot
iROBOT, DO YOU??
Founded 1990 by MIT students
Rodney Brooks
Colin Angle
Helen Greiner
iROBOT iNDUSTRIES
Overall Company: Autonomous Underwater Vehicle Manufacturing Industry (CIQ)
Vacuum, Fan, and Small Household Appliance Manufactoring Industry (IBIS)
*iRobot participates in several product markets
Including Security and Defense, Aquatic robotics, Healthcare Industry

iRobot's niche: Home Cleaning Robots
iProducts
Roomba 880
Released in 2013
vacuum capet, wood flooring, tiles
Scooba
Floor washing
Braava
Flooring mopping
Mirra
Pool cleaning
Looj
Gutter Cleaning
Competitors
Top Niche Competitors
Samsung
Produce line of robotic vacuums
Navabot & Tango
Neato Robotics, Inc.
Founded 2004
Floor cleaning robots only
Indirect Competitors
Thank you for your time!
Upright Vacuums
Electrolux
Oreck
Dyson
Business Environment
Economic
Legal
Cultural
Technological
Industry Success Factors...
Strategic distribution methods
Automation of manufacturing processes
Attractive product presentation
S
T
P
behavioral, demographic, pschographic
Target the selected segment
positioning statement: "to" "we" "what" "why"
P
P
P
P
roduct
lace
rice
romotion
Porter's Five Forces
Barriers to Entry
Intensity of Competitive Rivalries
Supplier Power
Pressure From Substitute Products
Bargaining Power of Consumer
High Barriers
Noncolusive Oligopoly
High intensity
Low/ Medium
Difficult to pull current vacuum users to the robotic vacuum products
High
iRobot Market Share
To Stay Competitive
iCommercial
iMARKETING
Market Research
Focus Group

When:November 6th 5PM
Where: Tomasso 202
Number of attendees: 7

Targeted demographic: adult home-owners, both men and women from greater Boston area

Actual represented demographics: female college students, adult women and home owners

iRobot cleans your mess so you don't have to...
Home Robotic Niche Target Market
Income of $50,000+
Home owner
Married career women
Single business men
Ages 30 to 60
Key Feedback and Findings
Value Added
No set up neccessary
Cleans while you are busy
schedule cleaning
Cleans one room at a time
Recharges itself
More battery life
Holds more debris
Dirt detect series 2
Positives: product automation, time spent doing other activities and small size for easy storage
Negatives: cleans "randomly," takes a long time to get job done, bumps into furniture
Print Ads Shown
re-design print advertisement campaign strategy
allocate more financial resources to TV and print advertisements

add new, low-cost product line targeting college student demographic
Different Price Ranges
Specific Customers
iRobot
Career persons
Neato Robotics, Inc.
Pet owners
Samsung
Tech savvy consumers
Three top competitors
Many Acquisitions
iRobot acquired
Evolution Robotics, Inc. 2012
Technology for mopping and hardwood cleaning
Advanced Scientific Concepts, Inc., Pending
3D printing technology
Competition for patents
Niche market with Oligopoly
Must have engineering and robotics-related human capital
Buying power of three top firms

Difficult to establish relationships with upstream and downstream partners

Cost of equipment and manufacturing plants
Outsourcing Manufacturing
Group of global suppliers
Cheap labor
low costs

Suppliers
Jabil Circuit, Inc.
circuit boards
Kin Yat Industrial Company, Ltd.
Chinese manufacturer
Jetta Company, Ltd.
Chinese manufacturer
Vuzix Corporation
US manufacturer
display devices and software
Technology Manufacturing
High product cost
One specific supplier
Medium
Dyson, Oreck, & Electrolux
Easily switch back to
Favorable price
Clean the dirt customer sees
Home Robots
Cleans throughout busy days
Pick up constant pet hair
Can program a schedule
Easy switch to direct and indirect competitor (same price)
iRobot's innovation and business-class target market sets them apart
Innovate, Innovate, Innovate!
Acquire new technologies
Adapt products to customers' desires
Set company apart through value added features

Design and produce robots to make a difference

Main line: Home cleaning robots
TO busy career people
WE, iRobot,
WHAT? Clean your mess so you don't have to,
WHY? Because we understand you don't have time to be worried about dirt.
Full transcript