Lily Smart Speaker

Segmentation

Targeting

Positioning
 PESTLE ANALYSIS

P
POLITICAL
E
ECONOMIC
S
SOCIOLOGICAL
T
TECHNOLOGICAL
L
LEGAL
E
ENVIRONMENTAL

- Stability in - High Disposable - High - AI paired smart - Strict Data - Reusable,

Government Income consumption voice assistant Privacy laws. Recyclable raw
affairs to Chinese pattern. integrated with IoT materials used
firms in current - Tax reduction for for speaker
presidency. tech companies. - Adaptability of - Accelerated pace development.
consumer for new of change
tech.
 SWOT ANALYSIS

Strengths Weakness Opportunity Threats

01
- Interactive & translative
- Beginner to advanced
course
- 100% voice controlled
- Translation help.
- Used as a speaker
02
- Supports only 1
language i.e. Chinese.
- No interactive touch
screen.
03
- Introduce more languages
- Interaction with other
home devices through IoT.
- Interpreter of future
04
- Multiple big players.
- Competitive pricing.
- One time purchase.
 PORTER’S 5 FORCES ANALYSIS
Competitive Rivalry- Moderate
Currently the Rivalry in this domain is moderate as there is no
IoT based smart speaker that serves this purpose of helping
customers learn Chinese.

Supplier Power – Threat of New Entry –

Low High
Due to abundant suppliers in the There may be a chance that a new
market for software and product may be introduced in the
hardware the bargaining power market where in another smart speaker
of the supplier decreases. is introduced capable to download
various language courses based on
consumer needs

Competitive
Rivalry Bargaining power of
Threat of Substitutes – Buyer – High
Moderate Since the produce is more focused
Currently there is no product which aims at towards Chinese language courses.
helping people learn Chinese language (at This may lead to limited users
all levels) as well as serve the purpose of a purchasing the brand which may
speaker. raise the need for discount to
increased demand.
ANSOFF’S PRODUCT MATRIX EXPANSION GRID
Lily would be
implementing Product
Development strategy as it
is entering an
existing market with a new
product.

Market Product
Penetration Development

Market Diversification By existing market, we

Development Strategy By new product, we mean
mean the USA market
the unique value
where players like Alexa,
proposition which Lily
Siri and Google are already
brings in with itself.
in the market
MARKET STIMULI – 4P’S FACTORS
Price
Product
- Medium & High-Income groups.
- AI Assistant
- Interactive & voice controlled
- High Quality Home Speaker
- Translation to Chinese.
- App Support.
- Vocabulary games
Customer
Promotion
- Target group which wants
to learn Chinese ( across Place
different levels) - Country: USA
- Business houses that want - Channels of distribution:
to deal in Chinese Educational institutions
Products
- Professionals looking for
development.
 FRAME OF REFERENCE
A frame of reference approach engages an outside-in perspective to generate a better
understanding of a business’s customers and what they need, creating a market or
context in which a brand is positioned

The situations in which the brand will

be used as an alternative A.I. speaker is
Chinese when it competes with Alexa, Siri and
Teachers Google..
Google
Translate Chinese
Alexa
Self It will also compete along side the likes
Siri learning of Google translate, Duolingo for
Lily Smart Speaker Duolingo courses translation facilitator.
Google
Home
Other translation Chinese
software's. Universities Lastly it is also competing with the
in USA faculty in Chinese universities as well as
tutors.
BEHAVIOURAL ANALYSIS

Feels
empowered
when the second
most language
of the world is
known to me i.e.
to the consumer. Consumers are
getting
environmentally
friendly and want to
shift to a tech-based
solution.
CUSTOMER VALUE PROPOSITION
Point of Difference
- Chinese Interactive A.I.
- Real time support, translation &
Feedback
Customer - Helps in reading & writing.

Target Market
- People interested in
learning Chinese.

Competitor Lily
 STP ANALYSIS
SEGMENTATION
-
A -
USA Geography
Business houses & Travel Industry.
- Age 18-25, 35-40, 40-50, 50+
- Psychographic analysis
- Behavioral Analysis
- Educational Institute
Customer

TARGETING
The device will target college
graduates i.e. in the age of 18- B C POSITIONING
25 & additionally parents of
The customer value proposition
Chinese origin with children
will elaborate on this.
below the age of 15.
 CUSTOMER JOURNEY
Options available in the
market – Getting
information via Primary
& secondary sources
Learning P Problem Recognition Information search
Chinese Does a
Analysis &
Interpretation
of options
available.
Buys the best Purchase Evaluation of options

option
available
based on the Does the
above factors option bought
analyzed. Post Purchase
give the
desired
benefits as
intended?
THANK YOU