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Product cover image for Invento Robotics: Launching Humanoid Robots

Invento Robotics: Launching Humanoid Robots

M Harshvardhan; Bipul Kumar

Product #:9B21A019
Supplier:Ivey
Discipline:Marketing
Setting:India, 2017
Details:Case (PDF) • 12 pages • 2021-06-16

Subjects:

Marketing strategySales and marketingMarketing

Industries:

Business services sector

Geography:

AsiaIndia
Your Price:$9.71

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Based in Bengaluru, India, Invento Robotics (Invento) was a start-up that manufactured humanoid robots. In October 2017, Invento received a mandate to develop a humanoid robot to welcome India’s prime minister and the US president’s senior adviser at the Global Entrepreneurship Summit that year in Hyderabad. It was a high-stakes event for Invento; a positive reception to the robots would mean many leads for the company, while a negative response could mar Invento’s reputation. While Invento’s time had hitherto been spent on research and development, there was pressure for it to now determine an overall marketing strategy. It was imperative that Invento quickly crystallize ideas about its customers, product positioning, branding, pricing, distribution channels, and promotions.

Learning Objectives

This case is suitable for graduate and executive-level courses on basic marketing management and marketing strategy. After working through the case and assignment questions, students will gain an understanding of the following:
  • Product market fit, by analyzing the overall environment and relevant contextual factors.
  • Different aspects of branding, using the appropriate framework.
  • The pros and cons of different pricing methods, including cost-plus pricing, value-based pricing, and competitor-based pricing.
  • Qualitative and quantitative aspects of distribution policies, and whether to use a strategy employing a direct sales force, independent sales representatives, or a mixture of the two.
  • Integrated marketing communication, through applying the appropriate framework.
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Case Study: Invento Robotics: Launching Humanoid Robots (English version) | Ivey Publishing