Running head CONSUMER PRODUCT .docx

Running head: CONSUMER PRODUCT
1
CONSUMER PRODUCT
6
Consumer Product
Name
Institutional Affiliation
PAPER OUTLINE
. Product Overview (Yuqi)
. What is it? What is the product category?
The litter-robot is a highest-rated, Wi-Fi-enabled, automatic,
self-cleaning litter box for cats. The litter robot offers a
freedom of scooping. A connect app can be used in controlling
and monitoring the Litter Robot. It is a life changing product
that provide cats with the best litter box solution while keeping
the home clean and odor free. It is fully automatic, hence

filtering waste within a short while to reduce unfriendly stench
thus leaving a clean bed of litter every time (Bonnema, 2012). It
has an expansive litter chamber that is comfortable both small
and large cats
b. Rationale for choosing this product and category
Technology plays an imperative role in the current generation.
Advancement in technology has led to various inventions and
innovations that help in improving the quality of life thus
making work easier. Products that come as a result of
technological advancement are thus of great value. The choice
of litter-robots was therefore prompted by the role of
technology in its innovation. Moreover, its use highlights the
importance of technology in keeping the environment cleaner
through waste management as well as making work easier
(Bonnema, 2012).
Secondly, waste and order management is a shared
responsibility by every member of the society. All individuals
in the society play a role in keeping the surroundings clean.
Litter-robots is a product that aids in waste and odor control
and management. It was therefore chosen due to the critical role
it plays to the society coupled with its benefits. The number of
people affected both directly and indirectly by waste is
overwhelming (Bonnema, 2012). The product was therefore
chosen due to its relevance to the society. Lastly, the product
and category was chosen due to its efficiency and quality of
service it offers.
B. Product Benefits and Attributes
The little-robot is more than just a litter box. The attributes are
more beneficial and convenient than the common litter
boxes. Litter management is an important aspect of keeping the
home clean. The stench that oozes from litter is often
unpleasing thereby prompting the need to establish and
effective and efficient waste management and keeping method.
The litter-robot however comes handy hence offering a holistic
and imperative opportunity to take care of litter and
consequently manage it and a friendly manner that preserves the

home atmosphere hence of promoting the level of cleanliness.
The products therefore offer a wide range of benefits to users.
This section therefore highlights the numerous benefits of litter-
robots. It further discusses how users can tap the benefits and
use them to promote the use of the device.
The first benefit is self-cleaning. The litter-robot is fully
automatic shifting process that it can remove wastes after cat
exits the box. It is easy to manage - throwing away trash after a
week. Innovations and inventions have over the years been
celebrated for making work easier. Technology has therefore
ensured that little efforts are used in doing huge junks of work.
The self-cleaning ability of the litter robot makes it time saving
and quick cleaning. Little effort and manpower is therefore
applied during the use of the device. Customers using the
product will therefore enjoy the advantage of using the remote
in controlling the device thus promoting technological use
(Urquhart, Reedman-Flint & Leesakul, 2019).
The second benefit is odor control. The litter-robot can sifts
waste within minutes, a process of carbon-filtered enclosing
into a drawer to cover the odor. Its machine can help cat’s host
clean the dirt easily and quickly (Urquhart, Reedman-Flint &
Leesakul, 2019). Stench often makes life unbearable for
people. Homesteads with odor are normally deserted with few
people wishing to visit such places. The litter-robot however
offers an effective control of stench thus making compounds
friendly and habitable. Over the years, odor control and
management has been a challenges to people at home and in
organizations. The innovation and subsequent use of litter-robot
has however saved the situation by offering unpleasant smell
management control.
The third benefit is keeping clean paws. The litter-robot can
remove the waste quickly and cats can keep clean paws and no
dirty tracks in the house. Keeping the surrounding clean is an
achievement every individual wishes to achieve. However, the
materials and products used at home often makes it difficult to
keep the surrounding clean. Thanks to the litter-root home

steads can be kept clean due to its ability in removing wastes
quickly thus keeping the paws clean.
The fourth benefit is feasible to having multiple cats in the
house. The cat’s host is easy to keep multiple cats because the
waste does not need discard several times per day. The litter-
robot can work automatically and periodically without checking
litter drawer (Safari, 2019). With the effective odor control, one
does not need to get rid of the litter many times a day. Waste
management plan is therefore made easier with the machine
since users can plan with the days they discard their waste. Care
should however be taken to ensure external areas are made
available for disposing off the waste.
The fifth benefit is more efficient than other competitor’s
machines. The litter-robot save more time removing the clumps
and reduce the usage up to 50%. The current market structure is
marred high levels of competition from producers with similar
products. However, to navigate and survive through such
competition, organizations often produce high quality products
that offer the best services to customers. Litter robot provides
more efficient services than other products offering the same
services (Safari, 2019). The quality of service the product offers
to the customers is equivalent to the prices charged. It is it
efficiency in little and stench control that rates the product
ahead of other products.
C. Customer Value Proposition
Customers often look for quality products and service that give
value for their prices. Litter-robots offers benefits to customers
in return for their associated payment. Our customer value
proposition is; “The Smartest way to control your odor.”
Without saying much about the product, the statement offers
holistic information on the product and its benefits hence
customer value proposition.
D. Brand Pricing Strategy
An effective understanding of pricing is required in delivering
strong brand values. Brand pricing strategy used must consider
an organization’s pricing capabilities. A solid pricing strategy

helps in developing a positive brand equity. Analysis should
however be conducted to strike the best pricing that benefits
both sellers and buyers in the market. Considerations must be
made on factors such as; market conditions, actions by
competitors, account segments, trade margins, input costs,
consumer’s ability to pay, variable costs and distribution and
product costs (Chen & Pearcy, 2010).
d. Identify brand pricing strategy
The brand pricing strategy used is “Pricing at a premium.”
Premium pricing involves setting higher costs for a product due
to its unique brand that no one can compete (Chen & Pearcy,
2010). The competitive advantage enjoyed by the business
prompts the use of this strategy.
d. How appropriate price is for brand based on benefits?
The price of latest litter robot connect 3 is $499, and adds-on
warranty plus $49.99. The brand offers myriads of benefits to
the consumers. However, setting brand prices based on their
quality and benefits to customers is an imperative decision.
Business people should thus set prices equitable to the product’s
benefits. This encourages buyers since they are assured of
returns from the prices charged hence the importance
appropriate brand prices.
References
Bonnema, G. M. (2012). System design of a litter collecting
robot. Procedia computer science, 8, 479-484.
Chen, Y., & Pearcy, J. (2010). Dynamic pricing: when to entice
brand switching and when to reward consumer
loyalty. The RAND Journal of Economics, 41(4), 674-685.
Safari, A. (2019). Conceptual Process for Designing High-
Technology Products: Case Study of a Litter-Collecting
Robot. In Rapid Automation: Concepts, Methodologies,
Tools, and Applications (pp. 218-246). IGI Global.
Urquhart, L., Reedman-Flint, D., & Leesakul, N. (2019).
Responsible domestic robotics: exploring ethical

implications of robots in the home. Journal of Information,
Communication and Ethics in Society.
Please use Intel as the corporation. Research the company on its
own Website, the public filings on the Securities and Exchange
Commission EDGAR database (http://www.sec.gov/edgar.shtml)
and any other sources you can find. The annual report will often
provide insights that can help address some of these questions.
Write a four to six (4-6) page paper in which you:
1. Assess how globalization and technology changes have
impacted the corporation you researched.
2. Apply the industrial organization model and the resource-
based model to determine how your corporation could earn
above-average returns.
3. Assess how the vision statement and mission statement of the
corporation influence its overall success.
4. Evaluate how each category of stakeholder impacts the
overall success of this corporation.
5. Use at least three (3) quality references. Note: Wikipedia and
other Websites do not quality as academic resources.
Please use
Intel
as the corporation.
Research the company on its own Website, the
public filings on the Securities and Exchange Commission
EDGAR database
(
http://www.sec.gov/edgar.shtml
)

and any other sources you can find.
The annual report
will often provide insights that can help address some of these
questions.
Write a four to six (4
-
6) page paper in which you:
1.
Assess ho
w globalization and technology changes have impacted the
corporation you researched.
2.
Apply the industrial organization model and the resource
-
based model to
determine how your corporation could earn above
-
average returns.
3.
Assess how the vision statement an
d mission statement of the corporation
influence its overall success.
4.
Evaluate how each category of stakeholder impacts the overall
success of this
corporation.

5.
Use at least three (3) quality references.
Note:
Wikipedia and other Websites do
not quality as
academic resources.
Please use Intel as the corporation. Research the company on its
own Website, the
public filings on the Securities and Exchange Commission
EDGAR database
(http://www.sec.gov/edgar.shtml) and any other sources you can
find. The annual report
will often provide insights that can help address some of these
questions.
Write a four to six (4-6) page paper in which you:
1. Assess how globalization and technology changes have
impacted the
corporation you researched.
2. Apply the industrial organization model and the resource-
based model to
determine how your corporation could earn above-average
returns.
3. Assess how the vision statement and mission statement of the
corporation
influence its overall success.
4. Evaluate how each category of stakeholder impacts the
overall success of this
corporation.
5. Use at least three (3) quality references. Note: Wikipedia and

other Websites do
not quality as academic resources.
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INTEGRATED MARKETING
LITTER- ROBOT Presented by
Hannah Vu Yuqi Lu Felix Luo
Self-Cleaning Cat Litter Box
ppt/slides/_rels/slide1.xml.rels

Presentation Outline
Brand & Product Overview Competitors
Brand Positioning Statement Products Benefits &
Attributes Customers’ Needs, Wants & Desires
Target Audience SWOT Analysis
Customers Value Proposition Market Research &
Insights References
About Litter-Robot
YL Brand Overview
Brand Category Product
Overview
TRADITIONAL CAT LITTER
BOXES Traditional scoop-and-
throw trays Top-entry litter
boxes Hidden/ Disguised litter
boxes
Competitors
F L
SELF-CLEANING CAT
LITTER BOXES A
C b

Competitors F L
Competitors - Self-Cleaning
PetSafe ScoopFree Cat Litter Box
CatGenie Self-Washing Self-Flushing Cat Box
PurrSong LavvieBot S FL
“For the savvy cat
parents , Litter-Robot is the future of pet
care that delivers a single solution to all of your
litter box issues because only our fully automated self-cleaning
litter box keeps your house clean and odor-
free while gives you an insight into
your beloved companion’s health .”
Brand Positioning Statement
HV
Product Benefits & Attributes
Product Benefits
Product Attributes Pricing
Strategy YL

Customers' Needs, Wants &
Desires
Economics Save up to 50% litter
annually by using fewer resources
Functionality A single solution to
all litter box issues (scooping, odor, tracking)
Emotional/ Status The most
advanced product in the market to care for your pet’s health
HV
Customers' Satisfaction,
Retention & Loyalty 90-Day
Guarantee Get full refund in 90
days if users are not satisfied for any reasons
18-Month Warranty All repairs
post-purchase are covered at no extra charge.
Extended warranty available. Easy
Upgrade Easy-to-install Wifi
Connect kit allows buyers to upgrade their existing Litter-
Robots HV
Target Audience
PRIMARY SECONDARY
Millennials (largest - 35% pet owning
demographic) Populous States

(higher spending on petcare)
White-Collar (higher income level)
Smartphone Users (access to Connect app)
Married Couples (higher spending on petcare)
Savvy Shoppers (more likely to be Early
Adopters) Veterinary/ Clinics
(large number of cats visiting) HV
Pet Supply Retailers (increase physical
presence and brand awareness)
Animal Shelters (large number of cats reside)
SWOT Analysis
STRENGTHS The leader in the
new sub-category Introduce a new demand
for cat owners Social media and online
exposure Unique spaceship-like design
WEAKNESSES Premium price
compared to competitors Customer
satisfaction partially relies on cats’ behavior
No physical presence
OPPORTUNITIES B2B retail
Premiumization of pet supplies Increasing
cat owners and spending Explore to develop
more functionality or new products
THREATS Technology is easy to
copy Big-name pet care
manufacturers Decrease in bargaining power
as more competitors enter the field
FL

Customer Value Proposition
LITTER-ROBOT 3 CONNECT
“Freedom from scooping has never been easier, thanks to the
Litter-Robot—the automatic, self-cleaning litter box that really
works! You can also monitor and control the Litter-Robot with
the Connect app when you're on the go. “
YL
Market Insights
Survey Method Personal interviews
through Facebook messenger 12
participants
HV
Functionality
Price
Litter- Robot
Traditional boxes
Cat Genie
PetSafe Lavvie
Bot Hidden
boxes 100%
0% Safety
Price
Ease of Cleaning
Energy Used
Product Lifespan Size & Design
Factors Considered When Buying Cat Litter Box
“I would be interested in trying if it were sold at PetCo or on
Chewy.com.” “If you think about
daily scooping for 3 cats, $500 is a reasonable investment.”

“The thing I hate most about having a cat is the lingering odor
of its waste. But this is too expensive!”
“I like the look of Litter-Robot. Like a spaceship!”
Quotes
Litter-Robot is the leader in
self-cleaning litter box category, capitalizing on premiumization
trend in petcare
Assessment LITTER-ROBOT
HV Litter-Robot d
ifferentiates through its unique design and excellent customer
service Urban consumers are spending
more and more on pet supplies Litter-
Robot can benefit from strong social media presence and
influencer marketing
References
Bedford, E. (2018, October 10). Pet ownership among
different generations U.S. 2017 .
Bonnema, G. M. (2012). System design of a litter collecting
robot. Procedia computer science , 8 ,
479-484. Chen, Y., & Pearcy, J. (2010).
Dynamic pricing: when to entice brand switching and when to
reward consumer loyalty. The RAND Journal of
Economics , 41 (4), 674-685.
Danziger, P. N. (2018, October 18). The Pet Retail
Market Is Hot And Getting Hotter By The Day .
Frey, W. H. (2018, May 7). The millennial generation: A

demographic bridge to America's diverse future .
litter-robot.com Traffic Statistics. (n.d.). Retrieved October 6,
2019. OppLoans (n.d.). How
Much Does YOUR State Spend on Pets?
Peter G. Peterson Foundation. (2019, October 4). Income
and Wealth in the United States: An Overview of the Latest
Data . Safari, A. (2019).
Conceptual Process for Designing High-Technology Products:
Case Study of a Litter-Collecting Robot. In Rapid
Automation: Concepts, Methodologies, Tools, and
Applications (pp. 218-246). IGI Global.
Technavio Research. (5AD, February 2018). Key Findings
for the Global Automatic Self-cleaning Cat Litter Box Market
| Technavio. Business Wire (English). Vogels,
E. A. (2019, September 9). Millennials stand out for their
technology use, but older generations also embrace digital life.
Urquhart, L., Reedman-Flint, D., & Leesakul, N. (2019).
Responsible domestic robotics: exploring ethical implications of
robots in the home. Journal of Information,
Communication and Ethics in Society .
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