Marketing Strategy for Automated Baby Sitter

The assignment provides a comprehensive marketing plan for an automated baby sitter, including market analysis, target audience, competitors, and promotional strategies. It highlights the need for such a product in the UK market due to increasing numbers of working parents and decreasing life spans. The primary objective is to create value by taking care of children while their parents are away, with a focus on social media marketing and digital marketing.

Contemporary
marketing
Automated baby sitter

Product introduction
 Automated babysitter
 Introduced to take care of babies while they are away from parents

Need analysis
 Increasing number of working parents
 Parents unable to give enough time to children
 Human baby sitters cannot be trusted entirely

Product features
 Alert parents
 Attract children
 Put children to sleep
 Entertain children
 Monitor health

Business Mission
 Create an automated robot baby sitter
 Create value by allowing parents to be tension free while at work
 Create value by taking care of children
 Create sales by attracting customers
 Generate revenue through increased sales

SWOT: Strengths and weaknesses
 Strengths include:
1. unique features.
2. Durable.
3. Effective technology
 Weaknesses include:
1. High price
2. Cannot run without battery
3. Child may not be able to build human contact

SWOT: Opportunities and Threats
 Opportunities include:
1. International expansion
2. Improved technology: including features like tracking child’s food
intake and calories burnt
 Weaknesses include:
1. Competition might increase eventually
2. Less acceptance with customers
3. Battery running out while the child is alone

PESTLE analysis
 Political: UK is a politically stable economy which is makes it an
efficient place for conducting a new business.
 Economic: United Kingdom ranks 7 on the ease of doing business
index. The country is a developed economy with a falling inflation.
 Social: Increasing number of working parents and reducing life spans
 Technological: Over 89% adults are technologically savvy.
 Legal: Laws relating to trademarks, insurances and tax liabilities
guide the business.
 Environmental: Important to manage waste and effectively reduce
carbon footprints.

Marketing objectives
Time frame Number of
customers targeted
No of automated
baby sitters sold
Revenue
Generated
6 Months (Jan
2019 to June
2019)
8 million (Assuming
the product is sold at
50 electronic stores
that have a minimum
footfall of 500 daily
visitors) + (Social
media followers)
5% of Targeted
customers
0.04 Million.
£1499.99*0.04
million customers
Approximately
£60 million
1 years (July 2019
to June 2020)
12 million 15% of targeted
customers
1.8 million.
Approximately
£2700 million
2 years (July 2020
to June 2021)
18 million 20% of targeted
customers
Approximately
£5400 million

Barriers to entry
There are various barriers to entry of the robot baby sitter that might
delay or adversely impact the growth of the product. These barriers of
entry include
 Unacceptance by people
 Unable to develop technology
 High startup cost
 Patents by first moving firm

Target market
 New parents
 Working parents
 Parents of unwell children
 Parents of children who do not live with the children’s grandparents.
 High income segments will be targeted owing to premium positioning
of the product.

Competitive advantage
 World class technology
 Updatable software
 Uniqueness of the product
 Wide reach of customers through international marketing

Competitor targets
 Product development strategy would be adopted
 This process involves the stages of idea generation, concept
development, conducting research, analyzing business, product
development, test marketing and finally commercialization

4 Ps: Product
 Automated robot baby sitter
 Takes care of children while they are away from parents
 Puts children to sleep
 Monitors their health
 Alerts parents

Place
 First launch in UK
 Available at electronic stores
 Exported internationally

Price
 Introductory price of the product would be £1499.99
 Price skimming strategy
 First the product will be prices high then once the market accepts the
product and the organization recovers business cost, price would go
down

Promotions: Social media
IMC channel Target (By the end of
first year)
Approximate Budget
allocated ($1000)
Billboards 1. Total 500 billboards
2. Change billboard design
every 2 months.
700
Product sold on
electronic stores
Tie up with the 50 leading
electronic stores
150
Facebook 2 million followers and over
1095 posts (365*3).
35
Instagram 100k followers and over 400
posts
50
Twitter At least 1 million followers
and over 1825 (365*5)
tweets.
65

Marketing process plan

Recommended strategies
 Keep technology updated
 Target market expansion: Including sick and aging people who are
dependent on their family members and cannot function alone
 Be vary of arising competition

Conclusion
 With the decreasing life span and increasing number of working
parents, there is an increasing need for an automated baby sitter.
This new product would hit the UK market with an aim to assist
parents in babysitting their children while they are away. The
premium product would be priced at £1499.99. The primary target
market for the product would be working parents. In order to promote
the product, the business will resort to social media marketing, digital
marketing and advertising through billboards. In order to ensure the
success of the product, a stern eye must be kept on the upcoming
competition and effective promotion strategies must be adopted.