Lawn Mower Essay

The new robotic lawn mower can implement techniques such as market targeting and market segmentation into its marketing plan in order to see larger number of sales. Target marketing represents a departure from the previously preferred method of marketing. As opposed to scattering their marketing efforts, sometimes known as the shotgun approach, marketers have found more success by locating and concentrating efforts on buyers who have a greater interest in the value they create. After targeted, market segmentation divides the market into smaller segments of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies. The self-propelled lawn mower should use income segmentation and psychographic

It is important to use Psychographic segmentation as well as income segmentation because not all those who are affluent have similar personalities, and this self-propelled lawn mower caters towards those whose lifestyle favors delegation and efficiency. As an example of the difference in personalities between the affluent, those who have earned their money through hard work and are proud of it may prefer to still do things the traditional way, an may be reluctant to change to the self-propelled mower, when they are still able to do the job itself. Instead, this lawn mower should target those with new money, who are perceptive to this “revolutionary” product, and prefer to maximize efficiency. Some examples include those on Wall Street, and southern entrepreneurs with lots of land, who can spend the time they would have spent mowing the lawn on something else. This target market is attractive to us because they are used to taking calculated risks, and will view the groundbreaking nature of our product as a fun investment. Finally, we can position our product as the new, cutting edge, groundbreaking product that will be the future, so in the consumer’s mind, our product is the hip, fresh