Question

MArketing:

DIFFUSION OF INNOVATION: For each of the first four stages of the Diffusion of Innovation Theory (Innovators, Early Adopters, Early Majority, Late Majority), choose one product/service that has been adopted by that consumer group. Then make one recommendation as to how the company can help move the product/service to the next stage or keep the product/service in the current stage in the case of Late Adopters. Deliverable: Two sentences for each of the 4 stages. Sentence one should explain the product or service and why you believe it is adopted by the stage as described. Sentence two should make a recommendation. Again, the recommendation should be as to how the company can help move the product/service to the next stage or keep the product/service in the current stage in the case of Late Adopters.

Answer 1

1. Innovators

Product / Service Adopted: Self Driving Cars

Very less adoption in world of self driving cars. Only people who think there is no risk are using it

Companies across the world should showcase how its very very safe to have one so that the early adopters, which are mostly leaders and influential people adopt it. Key is the messaging and extensive product demonstration.

2. Early Adopters

Product / Service Adopted: GoPro

GoPro is only used by Sports / Biking enthusiast and not by photographers who want to learn (and become experts )photography for leisure purposes

GoPro should focus on getting influencers from non sports background use and promote the product. Also in the messaging they need to ensure the features are same as a standard point and shoot camera

3. Early Majority

Product / Service Adopted: AirBnB

AirBnB adoption across US. This as product has grown from just 47000 in 2010 to 17 Million in 2015. However valuation is still 30 billion, which is just 5% of hotel industry

AirBnB needs to work on two fronts- Adding new properties in cities they do not exist by giving promotional offers to owners and making them understand the concept.
On customers front they need to increase communication by telling them new cities they are adding

4. Late Majority:

Product / Service Adopted: Android

Worldwide market share of Android is 85 for last two years. They need to ensure customers don't leave them to other cheaper (KiaOS) / better version (IPhone)

Andriod needs to ensure they are making the features available from both of end spectrums available in the phones so that customers don't leave