Marketing Variable Mix of Product

A detailed Summary of Marketing Variable Mix of Product

The Japanese have again burst into the technology industry with the introduction of their newest product, Aibo, the robotic pet dog. Aibo is a Japanese word short for "companion", and it also stands for Artificial Intelligence Robot. This creature is able to navigate its environment and respond to changes. This highly innovative idea began back in 1994 when Toshi T. Doi, Sony Corporations lead engineer, enlisted an artificial intelligence expert named Masarhiro Fujita to formulate a robot with sophisticated sensors. Fujita took just two weeks to develop the first prototype robotic creature that led to this current venture.

No larger than a Chihuahua and constructed primarily of magnesium alloy, Aibo is equipped with infrared sensors and cameras for eyes that allow it to judge distance and avoid walking into objects. It also has sensors on its head, in its paws, and an antenna for a tail. Aibo is programmed to enjoy being petted and dislikes being scolded, not unlike real dogs. It also shows happiness by wagging its tail and illuminating its green eyes. Aibo can perform some standard tricks such as sitting and begging, and it can even dance and play music. As sophistica

ted as it may be, Aibo can not respond to voice commands, and it requires a remote control that emits musical tones the robot recognizes as commands.

Aibo's introduction was exciting, drawing a considerable amount of international media attention. This was tempered by Sony's apparent reluctance to commercialize the product and sell only 5000 robots. If Sony is certain of the quality and functionality of its product, it seems that full commercialization would have been the direction to take. Consumers are infatuated with electronic products and gizmos. Like the tamagotchi, hand held electronic pet crazes of last year, electronic pets as sophisticated as Aibo can only be a huge success.

Aibo's augmented product attributes revolve around the Sony brand name. Sony is a well-established corporation in the electronics industry. It is the most recognized brand name in the world, evoking a status of quality and dependability. Aibo will have a considerable lure on customers keen on cutting-edge gadgets. The first of its kind in sophistication and advanced robotics, Aibo will carry a significant status for technology buffs and expensive electronic toy collectors who can afford them.

I understand there are significant risks to skipping a test-marketing period and going straight to full commercialization, but in the electronic industry, time is of the essence in owning and selling a new and innovative product. I would have m

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Approximate Word count = 971
Approximate Pages = 4 (250 words per page double spaced)

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