Product Review

Brand Strategy of the product/service

1) Is iRobot a national brand that already has brand equity, is it a new brand or no brand equity?

2) Is iRobot part of a product line, if so, what else is included in the product line?

3) Is the brand adequately represented in the

packaging, such that the primary target market can identify the positioning strategy?

Product Review

Type of product/service lifecycle &

benefits/features analysis

4) Which of the 5 lifecycle stages is iRobot in.

5) Identify the benefits and features of iRobot to the target audiences (households).

6) What adopter category are the target audiences households in (innovators, early adopters, early mainstream,

late mainstream or lagging adopters?

please provide any references if used