Marketing Strategy of IRobot

Group 11
Ahmar Ayub (PGP18006)
Akash Yadav (PGP1826)
Akshat Sharma (PGP18007)
Nally Suman Raj (PGP18047)
Rajat Kumar Gautam (PGP18259)
Shivam Tewarsi (PGP18076)
Varun Raina (PGP18087)

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 Acknowledgement

We would like to thank Prof. Madhurrima Deb for giving us this opportunity to apply the knowledge
imparted to us in in the course Marketing Management to a real world scenario. We would like to offer
our sincere thanks to both the professors for their valuable insights and guidance in this endeavour.

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1. Executive Summary 6
2. Introduction 9

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 1. List of figures and tables

1. Market Share 6
2. C4 ratio 9
3. Herfindahl Hirschman Index 10
4. Industry features 11
5. Domino’s Pizza Cost Curve 13
6. Pizza Bite Cost Curve 14
7. Pizza Delight Cost Curve 15

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 2. Introduction

Executive Summary
Brief :
With rapid urbanization, rise in working women and increase in purchasing power in India, there has been steep
growth in the cleaning appliances in India specially vaccum cleaners and floor moppers. Tapping on this present
and emerging opportunity, the idea is to market a differentiated product, i.e., autonomous AI enabled vaccum
cleaner and floor mopper by iRobot which is a popular and trustworthy brand in USA. iRobot entered Indian
market in 2015 with its popular product, Roomba (vaccum cleaner) and Braava(floor mopper) but due to lack of
marketing its pretty much unknown in the Indian market. The products have a lot of potential in the market and
with proper market it can change the present scenario of vaccum cleaner industry.

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 Introduction
iRobot is an American advanced technology company founded in 1990 which designs and builds consumer robots
for domestic and commercial purposes.
Products offered:-

1. Automatic home vacuum cleaners (Roomba),

2. Floor moppers (Braava),
3. other automatic cleaning devices

Roomba
Roomba is an automated vacuum cleaning robot first released in 2002. Roomba is powered by a rechargeable
battery, and many models are available with a docking station to which the Roomba should return to recharge at the
end of its cleaning cycle. They work in conjunction with accessories that use both IR and RF.
The company intentionally allows customers to hack the robot because they want people to experiment and improve
the product. The API for the serial has been published and the serial port made easily accessible to make
modifications easy to perform
Braava
Braava is iRobot's Floor Mopping Robot, designed to work on all hard-surface floors. Braava uses disposable or
microfiber cleaning cloths for damp and/or dry cleaning. The design was known as the Mint until 2013. It was
developed by Evolution Robotics, which was acquired by iRobot in 2012.