Marketing Strategy for AI Robotics' Autonomous Car Product Launch

This report presents a comprehensive marketing plan for AI Robotics, focusing on the launch of their autonomous cars. The analysis begins with an executive summary outlining the key aspects of the plan, followed by an introduction that emphasizes the significance of marketing in the modern business landscape. The report identifies the problem statement, which includes customer concerns regarding fuel consumption, driving expertise, accident rates, and environmental pollution. The proposed solution involves the introduction of autonomous cars designed to address these challenges. The study then explores the link between corporate and marketing strategies, emphasizing the importance of aligning business-level objectives with marketing activities. A detailed marketing strategy is developed, highlighting the use of social media, creative promotional videos, blog content, and social influencers. The marketing mix is examined, including pricing (price skimming), product features, place (targeting major Australian cities), and promotions (online and offline marketing). The report also covers STP (segmentation, targeting, and positioning), distribution channels, communication objectives, and the benefits and risks of communication. It further addresses legal, ethical, and societal influences, utilization of organizational resources, and an action plan with a timeline. The report concludes with recommendations and a summary of the findings, supported by relevant references.

Running head: MARKETING
Marketing
Name of the Student
Name of the University
Author Note

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Executive Summary:
The study is based on AI Robotics. The organization is planning for the launch of one their
new product which is Autonomous cars. The study provides a detailed assessment of the
challenge of the customers and the solution in the form of the product. The product is
perfectly well designed for reducing the consumption of fuel and to contribute for the
environmental sustainability. The study shows that the company is expected to target the
young generation for their new product and the study also elaborates regarding the selection
of the cities for their target customers. The study also shows that the company is determined
to follow direct to consumer distribution channel. The company prefers to focus on the online
marketing activities for the introduction of their product. Along with that, the company has
specific interest towards participating in the offline marketing actions as well. As a result, it
is visible that the capacity of the organization in conducting sustainable business with their
new product is largely dependent on their ability in conducting the marketing actions.

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Table of Contents
Introduction:...............................................................................................................................4
Problem Statement:....................................................................................................................5
Solution:.....................................................................................................................................5
Link between Corporate and Marketing Strategy:.....................................................................6
Development of the Marketing Strategy:...................................................................................7
Marketing Mix:..........................................................................................................................8
Pricing:...................................................................................................................................8
Product:..................................................................................................................................8
Place:......................................................................................................................................8
Promotions:............................................................................................................................9
STP:............................................................................................................................................9
Target:....................................................................................................................................9
Positioning Statement:.........................................................................................................10
Segmentation:.......................................................................................................................10
Overreaching Message:............................................................................................................11
Distribution Channels:.............................................................................................................11
Communication Objectives and Campaigns:...........................................................................12
Benefits and Risks of Communication:....................................................................................13
Probable Legal, Ethical and Societal Influences:.....................................................................14
Utilization of Organizational Resources:.................................................................................15
Action Plan:..............................................................................................................................15

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Timeline:..................................................................................................................................17
Recommendation:....................................................................................................................17
Summary or Conclusion:..........................................................................................................18
References:...............................................................................................................................19

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Introduction:
The significance of the marketing and promotional activities is notably high for the
modern multinational business entities and that is visible with the increasing level of urgency
shown by majority of the multinational companies towards the undertaking of well- funded
marketing actions. According to the esteemed opinion of Chapman (2017), the mainstream
business entities are facing tremendous heat of market competition and in such
circumstances, the companies are facing the necessity of applying extensive measures. Basil
et al. (2015), claimed that the companies are observed to face the necessity of applying
different strategies such as the new product development, quality improvement of the
products and services, application of low pricing strategies along with the enhancement of the
intensity of the marketing and promotional activities. The application of penetrative
marketing and promotional activities place the companies in a better position for enhancing
the awareness of the customers regarding the products and service that they are offering. The
study delivers one such marketing plan for a company named as AI Robotics. The
organization is determined towards the launch of a new a product which is Autonomous
vehicle.
The study precisely delivers a crucial set of information regarding the problem
statement and solution in the form of the product. In addition to this, the study portrays a
crucial link between the marketing strategy of the company and the corporate level strategy
and along with that, the study provides a detailed elaboration regarding the marketing mix of
the company, customer segmentation, targeting and positioning statement of the company.
The study also informs regarding the message strategy, distribution channels, communication
objectives, benefits and risks associated with the same, probable legal, ethical and societal
influences of the product and the utilization of the resources. Other than this, the study

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provides an action plan, timeline for the management of the activities and along with that, the
study delivers some important recommendations for better management of the marketing
actions of the company.
Problem Statement:
With a close consideration towards the modern world of automobile industry, it is
evident that the product evolution is a considerably common aspect for the companies. The
uniqueness of the products and the addition of increasing number of features are observed to
be the fundamental criteria for the companies in increasing the sales of their products.
Considering the modern automobile market, the increasing preferences of the companies
towards designing their vehicles which consume less amount of fuel, is observed to increase
in a substantial manner (Braz da Silva & Moura, 2016). The urge of the companies in
designing such products is largely influenced by the customer inputs as majority of the
consumers are observed to be concerned with the increasing costing of the fuel. At the same
time, there are several companies that are unable to target the customer group which lacks in
the expertise of driving the vehicles. In such situation, the automobile companies are facing
substantial amount of difficulty in converting those probable customers into existing
customers. Along with that, the contribution of the increasing human error to the increment of
accident rate is a major point of concern for customers, companies along with the
governmental authorities (Konrardy et al., 2017). Along with that, the concern of the
environmental authorities regarding the enhancement of the pollution owing to the excessive
emission of the toxic gases. However, in recent time, the autonomous cars are observed to be
exposed to great share of negative media attention as well.

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Solution:
With a thoughtful consideration of the problems stated above, it is understandable that
the companies are facing the necessity to come up with such a product design that resolves
the challenges in a professional manner. At the same time, the organizations have the
necessity to design their products and services in such manner that it complies with the social,
financial and environmental sustainability in an efficient manner (Nallusamy et al., 2016).
The selected company, AI Robotics is able to develop one such solution which has the
potential to resolve the above mentioned challenges, The company is planning to introduce
autonomous cars for their customers where the company will be able to provide substantial
scope to the customers for resolving their concern over the increasing fuel prices and at the
same time, the cars will be significant help for the company in targeting the customer groups
which are unable to have the expertise of driving. Along with that, the product is of great
significance for the company as it provides them substantial amount of scope towards
contributing to the improved management of environmental sustainability.
Link between Corporate and Marketing Strategy:
The appropriate linkage between the corporate level strategies and the marketing
strategies is significantly important for the success of the companies. Considering the
visioning aspect of the corporate level strategy of the company, it is evident that the company
is determined towards achieving a substantial share of market in the global automobile
industry. The objective for the company in their corporate strategy is to introduce the
autonomous cars in the market to achieve substantial amount of competitive advantages over
the competitor organizations. Along with that, the organization has the objective of utilizing
their own resources for the successful management of the launch of their new product.
Considering the business level strategy, the company has the objective of applying product
differentiation strategy (Uchegbulam & Akinyele, 2015). With an understanding of such a

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corporate strategy, the organization is required to undertake extensive amount of marketing
activities. The marketing strategy of the company is expected to be designed in such a
manner that it delivers maximum amount of market limelight to the new product. The
formulation of the marketing strategy is expected to be such that the end users of the products
easily obtains information regarding the new product, specification of the products along with
the price of the product (Hasan & Ali, 2015). This will be significant in linking the marketing
strategy of the company with the corporate strategy of the company.
Development of the Marketing Strategy:
With a close consideration towards the business actions of the company and the new
product, it is understandable that the development of a strong and penetrative marketing
strategy is much required for the success of the company in exploiting the possible
competitive advantages on the cards for the organization. As a result, it becomes important
for the organization to explore the formation of the marketing strategy of the company. The
marketing strategy of the company requires to be developed in such a manner that the
organization focuses on the extensive usage of the social media. The organization is expected
to utilize various forms of social media such as Facebook, Twitter, Instagram and YouTube
for promoting their new product (Tuten & Solomon, 2017). In addition to this, the company
is expected to formulate creative promotional videos for the better understanding of their
customers. Along with that, the company requires to put strong emphasis on the creation of
the blog contents for attracting the attention of the customers in a more professional manner.
Other than this, the marketing strategy of the company is in need to include the provision of
promotion of their products through utilizing social influencers. Other than this, the company
requires to make sure that the marketing strategy is developed in such manner that it achieves
the desired revenue and also gets perfectly positioned for serving customers of different
income levels (Armstrong et al., 2018).

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Marketing Mix:
Pricing:
The company is in need to apply price skimming strategy for their new product. With
a close look at the number of companies that are trying to introduce the autonomous cars in
the automobile industry, it is understandable that the companies are facing great share of
challenge in resolving costly product development stages. Along with the high cost and
scarcity of the spare parts, the organizations are facing the necessity of substantial amount of
investment for the repetitive testing of the accuracy of the vehicles. With a precise look at
the same and the uniqueness of the product, the organization requires to exploit their
competitive advantage through the utilization of the price skimming strategy (Spann et al.,
2015).
Product:
The product on offer, is autonomous cars. The selected product is substantially
efficiency in eliminating the concern of the customers over the excessive demands of fuel in
majority of the traditional cars. In addition to this, the organization is observed to be well
placed with their product for tackling the concern of the customers regarding the fuel charges
as the consumption of fuel in the autonomous cars is considerably lower (Litman, 2017).
Apart from that, an important benefit of the product is the reduced emphasis on the drivers
and the product belongs to the driverless family of cars. As a result, the customers who do not
have the expertise of driving, can take substantial advantage of the opportunity.
Place:
The company is expected to promote their product in the major cities of the Australia
such as Brisbane, Sydney, Adelaide, Melbourne and Perth. The decision of selecting these
cities is primarily based on the purchase characteristics of the people of these cities. The

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citizens of these cities hold greater preferences towards the purchase of the automobile
products and as a result, the company requires to attract the attention of the customers
belonging to the cities for achieving improved sales.
Promotions:
The role of the promotional strategy for the successful introduction of a new product
in the market is pretty crucial. The selected company has the scope of communicating their
customers regarding the new product along with the features and the other important
information related to the product through the conduct of the marketing activities. The
company is expected to participate in both offline and online marketing activities for the
launch of the new product. The company mainly requires to focus on the social media and
online platforms to promote their product and on the other hand, the offline marketing
activities of the organization is in need to be carried out through advertising their product in
the national level newspapers and business magazines (Chandra & Kaiser, 2015).
STP:
Target:
Criteria Target
Gender The company must target the customers of
both male and female genders. The male
customers are automatic choice for the
company as they hold strong purchase intent
for the products of the automobile industry
over the years. On the other hand, the
purchase preferences amongst the female
working professionals in recent times, has

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also increased in a substantial manner and
that is one of main factor that is influencing
the inclusion of both male and female
customers in the target market
(Wintersberger et al., 2016).
Age Considering the purchase characteristics of
the automobile products in the nation, the
company is expected to target the customers
belonging to the age group of 23 to 45
years.
Income Level The company is expected to target the
customers belonging to an income category
of 110000 Australian dollars or above.
Others The company is expected to have higher
level of preferences towards the targeting
the customers with strong presence in
different forms of social media platforms.
Positioning Statement:
The company is dedicated in delivering top quality autonomous cars for resolving the
burning challenge of ricing fuel cost and to provide a great scope to the customers with no
knowledge of driving, for experiencing the joy of riding own car.

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Segmentation:
Considering the segmentation aspect, it is understandable that the demographic
preferences of the company in targeting the customers will be the age range of 23 to 45 years,
both male and female customers, an income level of 110000 Australian dollars strong
presence of the customers in the social media platforms. Other than this, the demographic
preferences for the company will be the customers belonging to the cities such as Brisbane,
Sydney, Adelaide, Melbourne and Perth. Other than this, the parameter for the psychographic
segmentation will be the customers with greater level of interest towards the automobile
products and the customers who have substantial amount of value towards the incorporation
of technology and robotics in the automobile products.
Overreaching Message:
The message strategy has substantial significance for the successful management of
the marketing actions and the company has the necessity to consider the formation of a
unique message strategy as that is substantially important in attracting the attention of the
customers (Ashley & Tuten, 2015). The creative message of the company requires to
appealing in nature and at the same time, the message strategy is expected to be such that it
elaborates the unique selling proposition of their product. The creative message of the
company will be “Let’s Ride on Cost Efficient and Environmentally Sustainable Future”.
The message is expected to be communicated in a formal tone and in English language for
better understanding of the customers. With the above mentioned message, the company is
able to communicate their consideration of autonomous cars to be the future of the
automobile industry. At the same time, the company is perfectly placed to communicate the
unique selling propositions of their product through the message. The company is able to
share the excellence of the product in consuming considerably low amount of fuel and
lowering the emission rate of toxic gases to the environment.

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Distribution Channels:
The main distribution channels that the company is expected to use, is direct to
customer distribution channel. The selected product is a unique product in the automobile
industry and in such situation, the customers are expected to have considerable number of
queries regarding the product which requires to be handled by the salesperson (Mahrous,
2016). Along with that, the product belongs to such a category where the customers will
request pre purchase evaluation or trial. In such situation, the company is expected to be use
the direct to consumer distribution channel as that will be significant in managing the
customers in a professional manner.
Communication Objectives and Campaigns:
With a close look at the product of the company, it is evident that there are a number
of objectives for the company to achieve. The primary marketing communication objective
for the company is enhance the brand recognition. Along with that, the company has the
objective of influencing the purchase intent of the customers, increasing the sales growth,
building awareness amongst the customers, communicating information creating interest
along with stimulating the demands.
The company is expected to develop strong presence in the social media platforms
such as Facebook, Twitter, Instagram and YouTube. The company requires to utilize the
services of Facebook, Twitter and Instagram for communicating the important information
regarding the product (Felix et al., 2017). At the same time, the company must utilize the
infrastructure of the Facebook and YouTube for streaming promotional videos which has the
ability to provide a real time view of the product and the services that it offers.

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The company is in need conduct direct marketing through the Gmail subscriptions.
With the services of Gmail, the organization has substantial capability of communicating and
meeting the customer queries in a professional manner (Kannan, 2017).
The organization is in need to concentrate on creating blog contents for their
customers and that will be crucial in providing a descriptive elaboration on the features and
advantages of the product along with the other product related information such as the pricing
or comparative discussion with the other product offerings.
The company must promote their product through advertising the same in the
television networks of the nation and along with that, the company has the obligation of
conducting OOH advertising through the billboards (Jun et al., 2016). Though these actions
are comparatively out of preferences considering the target market parameters, however, the
sustainability of the marketing actions and the ability of the company to achieve the desired
marketing objectives will certainly increase with the appropriate undertaking of these actions.
The company is in need to select celebrities or social influencers such as Brett Lee or Tim
Cahill for the television advertisements.
The company is also in need to market their product through the offline channels such
as widely purchased newspapers and business magazines for attracting the customers who
have lesser presence in the social media and online media. Other than this, the company has
the necessity to initiate launch events for communicating with the customers. The frequency
of the practice of launch events is observed to be notably high amongst the business entities
operating in the automobile industry and that certainly triggers the company in initiating the
launch events for communicating regarding their product to the customers (Tafesse, 2016).

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Benefits and Risks of Communication:
The benefits of marketing communication from the part of the company are the
improvement of the brand awareness, enhancement of the brand recognition, triggering the
purchase interest of the customers and development of knowledge of the customers regarding
the new product. Along with that, the campaign will be pretty significant for the company in
achieving substantial growth in their sales and revenue (Blakeman, 2018). On the other hand,
the primary risk of the communication for the selected organization with the autonomous
vehicle as product, will be substantial investment of monetary resources. With a close look at
the range of marketing activities that the organization is expected to conduct to promote their
new product in a professional manner, it is understandable that the costing for the accurate
management of the activities are considerably high and that has the potential of threatening
the financial sustainability of the company.
Probable Legal, Ethical and Societal Influences:
With a close consideration towards the marketing strategy and activities of the
company, it is visible that the company is in need to ensure that they set such a pricing which
is within the comfort range of the customers that they are targeting. At the same time, the
company requires to be professional in delivering accurate quality of products at their
prescribed cost.
Considering the ethical behaviour, the organization has the obligation of complying
with the legislation of fair trade practices. The development of the marketing strategy and the
implementation of the marketing activities of the company requires to be managed in such a
manner that it does not lead towards any sort of unprofessional and unethical trade activities.
Along with that, the organization has the obligation of placing their product in repetitive
testing measures to ensure higher level of product safety (Murphy et al., 2016). With the

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selection product, the necessity of the company in maintaining higher level of product safety
is notably high.
Considering the legal consequences associated with the product, it is understandable
that the organization has the obligation of maintaining the environmental protection
legislation with the introduction of their new product (Murphy et al., 2016). The emission
rate of the new product is in need to be within the permissible limit as that is much required
for the legal launch of the product in the Australian market.
Utilization of Organizational Resources:
The company requires a lot of resources for the introduction of the new product and
that ranges from the development of the social media presence to the hiring of the spaces for
the launch events. Along with that, the organization is in need to formulate a business tie up
with the magazine and newspaper publishing houses for the efficient management of their
marketing actions. For the professional development of the product with precise
consideration towards the legal and ethical obligation, the company has the scope of utilizing
their research and development team and infrastructure of the company in a professional
manner.
Action Plan:
Objective Activity Authority
Online Marketing The company is in need to
develop a competent social
media presence in Facebook,
YouTube, Twitter and
Instagram for the effective
management of the online
The marketing and sales
team of the company are the
responsible authority for the
execution of the stated
activity.

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marketing activities to attract
the targeted customers
(Dwivedi et al., 2015).
Online Marketing The company is in need to
create customer interaction
posts regarding the product in
Facebook, Instagram and
Twitter (Godey et al., 2016).
The responsible group of
individuals for the
accomplishment of the
activity are the marketing
and sales team of the
company.
Online Marketing The company must stream
promotional videos regarding
the product in Facebook, and
YouTube (Alalwan et al.,
2017).
The marketing and sales
team of the company must
manage the execution of the
mentioned activity.
Online Marketing The company must create
blog contents and conduct
Gmail marketing for the
promotion of their product
(Baltes, 2015).
The marketing content team
of the company are the
responsible for the
accomplishment of the
activity.
Offline and TV
advertisements
The company is in need to
advertise their product in the
TV networks such as Network
10 and ABC News
(Abcnews.go.com, 2020).
The company is in need to
The marketing and sales
team of the company are the
responsible authority for the
execution of the stated
activity.

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advertise their product in The
Australian and The Daily
Telegraph and in business
magazines such as Australian
Business Intelligence and
BRW (Theaustralian.com.au,
2020).
The company is expected to
conduct OOH advertising
with the help of bill boards
(Roux, 2016).
Offline Marketing The company is in need to
conduct repetitive launch
events for their product
(Atwal & Williams, 2017).
The marketing and sales
team of the company are
expected to execute the
stated activity.
Timeline:
Activity Jan Feb Mar Apr May June Jul Aug Sept Oct Nov Dec
Social Media Presence
Facebook, Instagram and Twitter Activity
Streaming of promotional videos
Blog contents
Gmail marketing
TV advertisements
Newspaper and Business Magazine advertisements
Bill board advertisements
Launch events

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Recommendation:
The recommendations for the company are as follows:
The organization is in need to focus on developing substantial presence in the social
media platforms. The enhancement of the efficiency of the marketing and sales team of the
company and the higher frequency in making the social media posts will be significantly
important for the success of the organization in managing their marketing.
The company is in need to apply price skimming strategy in a professional manner to
ensure simultaneous increment of their revenue and the increment in the number of
customers.
The organization is expected to perform the offline marketing actions in an effective
manner and the continuous increment in the frequency of those advertisements will hold
higher degree of success for the company.
Summary or Conclusion:
On a concluding note, it is visible that the AI Robotics has substantial capability for
introducing the new product, autonomous cars in a sustainable manner. With the introduction
of the product, the organization has the ability to become a pioneer organization in the
automobile industry. However, the success of the company in managing their marketing
actions is largely dependent on the management of the ethical, social and legal influences
associated with the launch of the new product. Most importantly, the achievement of the
higher efficiency in promoting their product both in the online and offline platforms will be
important for the organization in achieving the desired objectives such as the higher sales
growth, increment of revenue and larger market share.

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