Case Study - Robot Dog

Assignment 3
CASE STUDY
Concluding concepts 7--Sony Aibo ERS-7c: Grandma’s best friend?
BILAL MASOOD SAP 28858

Course = Marketing for engineers
MS ENGINEERING MANAGEMENT
Concluding concepts 7--Sony Aibo ERS-7c: Grandma’s best friend?
Questions
Q-1 How might personal factors affect the purchase of an Aibo?
Answer
Artificial intelligence = Aibo robot dog contains the AI technology, which helps dogs to
decide according to external environment and stimuli
Entertainment = actually the robot dog is fully entertainment package
Robotic functions = Complete robot functions of eyes, legs, tail, sensors, dancing and playing
like real dog.
Prise = the prise 2000USD it bit higher but the dog can run longer period of time, and can
perform better than real dog without giving trouble.
Comfortable = The buyer are comfortable with robot dog as it has no problems like giving
food etc. More over the robot dog could be powered off according to requirements. But these
kind functions are not available in real living trouble dog.
Architecture = The robot dog architecture is based on the play station game
Outer interactions = the robot dog can send messages to other people on their electronic
devices
Q-2 What cultural and social-class factors might affect the decision to buy an Aibo?
Answer
Social-class factors The robot dog is expensive entertainment machine. One unit can cost
2000USD. As it is expensive so only upper class people can buy, but there is possibility for
bank loans in the expanding future market and customer demands in future. For people who
do not have time to keep real dog.
Cultural The people of highly developed countries with strong futuristic culture can buy these
kind of products. The high professional people with interest of robot dogs. Those people has
no time to take care for living real dog. So robot dog is the best option for them
Q-3 How might reference groups affect a consumer’s interest in robot pets or robots in
general?
Answer
The people how had interest and put impact on the other people. The robot machine
attraction and entertainment.
Robot dog = older people friend and can transmit message. For people who do not have time
to keep real dog
Real living dog = difficult to handle and need to look after
The messages and comments can help sony to sell their product. Like “ I love this robot”
“This is the coolest thing I have seen in all day “
Trade shows: the trade shows helped song to showcase their product to the people. The
market will be larger than the computer market in the future. It is growing market with
referring people expanding the market.
Q-4 What motives or needs is an individual likely to be satisfying in purchasing a pet
robot?
Answer
Motivation factors: The advance functions in the robot dog is the attractive for the customer.
• The saving of time.
• Avoiding the real living dog trouble.
• Easy shut down of robot dog.
• Can play like real dog.
• Eye light functions with different color and stimuli.
• External stimuli of environment.
• Easy recharge by robot dog skin.
• Throw ball and return actions.
• AI technology
• Can play with music
• Mood reflection of robot dog
• Can handle the voice command
• Body movement like real living dog
Social needs: The older people and kids need robot dogs as friend to play with them. Full
entertainment package and consumer friendly. Save time of people. The people are
comfortable with robot dogs.
Q-5 Why, do you think, did Sony choose to sell Aibos only over the Internet? How
might this affect a consumer’s buying decision process? Was this a wise decision?
Answer
The Japan Sony entertainment decided to sell the robot dogs on the internet, because it is
product of highly developed country of upper class people. These are highly professional
people having no time to look after real living dog. So these king people mainly use internet to
buy the products they need. So Sony entertainment is targeting these kind futuristic people.
Putting robot dogs selling on internet is very wise decision by Sony entertainment.
This has impact on the buying consumer, this save their time to go to trade shows and special
market of advance machines and robotics. So in my opinion it is very wise decision.
Q-6 How could Internet-only selling affect the rate of diffusion of Aibos? In creating its
new industry, what could Sony do to speed the diffusion of entertainment robots?
Answer
Internet-only selling: There are specific kind of people buying these kind of advance products.
The only internet selling is not the option for Sony. When they have the real time market to
sell advance products. The best thing for the machines on display is that they do not expire. So
putting a robot dog on shelf in shop is not a big deal for such a big brand. May be there are few
customers to buy this robot dog. Possible a kid or older people looking for entertainment dog
friend.
Speed the diffusion: To speed up the diffusion of these kind of product the aggressive kind
of strategy can be adopted to earn revenue. To make the world futuristic and entertaining.

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Assignment 3

Concluding concepts 7--Sony Aibo ERS-7c: Grandma’s best friend?

BILAL MASOOD SAP 28858

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