1. RaShawn Davis
Strategic Consumer Marketing
Semester 1 – 2015
Case Study Assignment
09/3/15
CS 1-1
The Market Segments I see for ASIMO are consumers born within Generation Z and beyond . I
can see these group of consumers being the main target market and focus .Not ruling out any
of your tech geeks from Gen Y or Gen X who loved I Robot to Rosie from The Jetsons.I can see
consumers and families being targeted that are demographically living in thriving metropolitan
areas. Cultures / countries that are vast in technology , many of which have been known to set
major wave lengths in technology such as ; Tokyo, Japan , China , U.S. And parts of Europe.I can
see consumers and families with income based in mid to high ranges .Average about 55k and
higher.Consumers that are exposed to many forms of media examples being ;mobile ads,
billboards , digital magazines , TV , Smart TV, the web, and anything interactive with heavy
technical uses. Consumers that uses Google Glasses .Consumers that are brand loyal to the
Honda brand.Also consumers who are major advocates after purchases .
CS 1-2
Honda could easily overcome the idea of a home robot if they not only become the first brand
to produce it. But be the monopoly Or dominate player in the market of home robots . Have
specialized metals , materials , features and functionalities patents that Honda as a brand can
only use. If any other brands choose to produce anything similar Honda would get paid . Target
those brand loyal consumers first and the generations that they know will be captivated. Utilize
your advocates . Show celebrities using them. Product placement , put the home robots in
commercials where consumers and families can relate and feel they need to have one to make
their daily lives much easier .Also in movies .
CS 1-3
Some concerns consumers may have in regards to FRT is that one it maybe to personal.Yes the
thumb is personal how ever FRT maybe an invasion of personal space .It could be reading to
deep into some ones privacy .Yes once you put things on the internet it never goes away and it
becomes technically public knowledge . However this device seems like it will not allow you to
pick or choose what you want exposed . Once it reads you it seems to know and expose a lot of
things you may not want anyone else to know. Just my observation.But if it's for data that help
marketers directly target things that are specific for you.Without the use of customer profiles
than I also think it's a brilliant idea.