Here’s a great read from Entrepreneur magazine, featuring iRobot’s repositioning of the value proposition for Roomba, its robotic vacuum cleaner. According to Dwight Brown, iRobot’s senior VP of global marketing, marketplace acceptance can be based on adjusting customer expectations, rather than changing the product.
In our work with Dwight, both at iRobot and Keurig, we’ve witnessed how his strategic marketing ideas benefited both products. According to Dwight, not everyone loves gadgets, and by appealing to early technology adopters companies may be missing the vast majority of consumers who are more interested in product benefits. For iRobot that core message involved convenience, and for Kuerig it was a better coffee-making experience. And in both cases, those pitches paid off.
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