Monthly Archives: March 2017

by | Wednesday, March 22, 2017 · 7:47 am

New “Handle” Robot from Boston Dynamics

Robotic technology is advancing by leaps and bounds. But the ultimate in robotic technology today undoubtedly comes from Boston Dynamics, a spin-off from Massachusetts Institute of Technology and now a wholly-owned subsidiary of Google. The company has a variety of robots with two legs, four legs, and wheels. They can run, leap, fly, walk, and climb buildings.

The newest robot from Boston Robotics is called “Handle.” This robot stands 6.5 foot tall, can travel at a speed of 9 miles per hour, and can even jump a height of four vertical feet!  Handle can go up ramps, spin, bend, travel over uneven ground, stairs, and pick up and carry objects up to 100 pounds.  It uses electric power to operate hydraulic actuators and can cover 15 miles on a single battery charge. The robots use sensor-based controls and computation to build complex, state-of-art robotic devices.

Handle joins a unique product line of sophisticated robots. See them all and be amazed!

Group Activities and Discussion Questions:

  1. Discuss the concepts of products, product line, and product mix.
  2. Bring up Boston Dynamics’s Web site and YouTube page: http://www.bostondynamics.com, and https://www.youtube.com/channel/UC7vVhkEfw4nOGp8TyDk7RcQ.
  3. Show the latest video of Handle, plus other videos (these are guaranteed to get students excited).
  4. Using Boston Dynamics, illustrate the concepts of products, product lines, and product mix.
  5. Divide students into teams. Have each team come up with an example of other companies and state the products, product line, and product mix.

Source:  Boston Dynamics, YouTube

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by | Monday, March 20, 2017 · 7:44 am

Sharing Happy Hour with Pets

Americans increasingly treat pets as more than just an animal or belonging – we treat our pets as important members of the family. Pet owners now look for healthier choices and lifestyles for pet care, fundamentally shifting consumer behavior and spending. The pet care industry represents more than $20 billion in the U.S., and, according to Nielsen Research, 95% of pet owners consider their pets to be part of the family. This attitude carries over into shopping for food, treats, toys, and specialty items.

Therefore, it was just a matter of time for companies to develop new product so that humans could share celebrations and happy hour beverages with their pets. The newest category of product is faux wines for cats (and dogs, too)! With clever names and packaging, the category is expanding. People can buy their kitties bottles of “Catbernet,” “Pinot Meow,” and “Meowgarita” from Denver-based Apollo Peak. Or, buy “Dog Perignon” and “Dogtini” from Pet Winery in Fort Myers, Fla.

Of course, since alcohol can harm animals, these wines are actually alcohol-free. Using organic ingredients and catnip, the beverages are aimed at people who want to enjoy celebrations with their pets. But, as most cat owners know, cats can be quite finicky. In taste tests, some cats loved the products, while other cats simply showed their disdain.

Happy hour, meow?

Group Activities and Discussion Questions:

  1. Poll students: How many have pets? How much do they spend on their pets?
  2. Show the Web site for Apollo Peak: http://www.apollopeak.com/
  3. Also show Pet Winery: https://www.petwinery.com/
  4. Videos can be viewed at:

https://youtu.be/g1b4V_DJ-oo

  1. The Chew: https://youtu.be/4DiO8MZTmnU
  2. Divide students into teams.
  3. Using a market-product grid, have students develop target markets for pet owners. Then, put categories of products across the top (Ex: food, toys, treats, wine…)
  4. Which target markets represent the best opportunity for pet wines?
  5. How should the products be marketed?

Source:  New York Times, Nielsen Research

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by | Thursday, March 16, 2017 · 7:41 am

Vehicle Dependability Study

Cars are one of the most expensive and involved purchases that consumers make. They have an extended decision-making process, use multiple information sources, and include multiple evaluation criteria before making a final decision. The decisions that car buyers make impact not only their immediate budgets, but also their long-term budgets with respect to repairs and vehicle dependability (post-purchase behavior).

One source often used by consumers is the J.D. Power Vehicle Dependability Study. According to the most recent study, car buyers avoid models with poor reputations for dependability. The good news is that buyers do not have to spend a lot of money in order to get a dependable vehicle.

The study examines problems experienced over the past 12 months by original owners of 3-year cars. Eight categories are examined, including exterior, engine/transmission, audio/communication/entertainment/navigation, interior, features/controls/displays, the driving experience, heating/ventilation/air condition, and seats. The survey examined responses from 35,186 original owners of 2014 auto models.

Check out the report and see where your vehicle placed.

Group Activities and Discussion Questions:

  1. Review key aspects of developing a product positioning map, including determining the axis labels for positioning.
  2. Poll students: What are factors that influence consumer purchases of cars?
  3. Divide students into teams.
  4. Have each team select two criteria and draw a positioning map for automobiles using those criteria (Ex: price and reliability).
  5. Show the J.D. Power report and video:
  6. http://www.jdpower.com/cars/awards/Vehicle-Dependability-Study-%2528VDS%2529-by-Category/1882ENG
  7. Based on the J.D. Power ranking, how could different auto manufacturers use the rankings to reposition their products?

Source:  J.D. Power, Manufacturing Business Technology

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