Integrated Marketing Final Project

iRobot Roomba ALERT (new product proposal)

The final project for an Integrated Marketing class at NYU was a new product proposal, which could be an extension of an existing or brand-new product idea. My 3 classmates and I decided to develop a new line of iRobot Roomba vacuums called ALERT. This would be a line specifically designed for the elderly living alone as an additional safety in case of an emergency.

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The idea came from previous research into elderly fall and death rates which showed that in the US alone there are over 36 million falls recorded annually in adults aged 60+ and in the past 10 years there has been a 30% increase in fall-related death rates.

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The Roomba ALERT would be equipped with a motion-sensor camera, a loud-noise detection and ability to call emergency service and the person's emergency contact thus being able to detect a fall and call emergency services and prevent an unnecessary fall-related death.

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As part of the project we conducted PEST analysis, Market Trends, Porter's Five Forces analysis, Product Offering, Segmentation and Targeting, SWOT analysis, SSO analysis, 4Ps Marketing Mix, Positioning and Perceptual Map, Plan analysis, TAM SAM SOM analysis, Marketing Objectives and KPIs, Customer Lifetime Value calculations, Vision and Mission statements, and Marketing Strategies and Tactics.