Based On Research Conducted Via The Internet, Identify A Bra

Based on research conducted via the Internet, identify a brand which I

Based on research conducted via the Internet, identify a brand which is struggling in the marketplace. In this project, you will assume the role of the brand manager who has been hired to reposition the brand in the marketplace and increase sales through an integrated marketing communications (IMC) plan. Complete the following activities: Describe the brand you selected. Why is the brand struggling and how will you revitalize the brand? Conduct a market segmentation analysis. Who is your target market and why? Be sure to consider the four sets of consumer characteristics which influence what people consume and how they respond to marketing communications. Determine how your brand is positioned in the marketplace. Who are your competitors? What benefits and attributes are associated with the brand? Determine the objective of your advertising campaign and provide justification. Create your marcom budget. Determine if you will utilize the percentage of sales method, the task method, or the competitive method. Create the advertising message for your campaign. How will you create effective advertising and get the message to stick in the minds of your target audience? What message strategy will you use? Outline how you will measure the effectiveness of your advertising message.

Paper For Above instruction

Introduction

In an increasingly competitive global marketplace, brands must continually evolve and adapt to maintain relevance and achieve growth. Several brands experience difficulties due to changing consumer preferences, technological disruptions, or ineffective branding strategies. This paper presents a comprehensive strategic marketing plan to reposition a struggling brand—specifically, Peloton, the home fitness equipment and media company. Once a leader in the at-home fitness segment, Peloton has faced declining sales and brand perception challenges. The purpose is to analyze the reasons behind its struggles and develop a strategic integrated marketing communications (IMC) plan to revitalize its brand and increase market share.

Brand Description and Challenges

Peloton is a brand known for its high-end exercise equipment integrated with subscription-based fitness classes. The brand's core value proposition centered on offering an engaging, community-oriented fitness experience from the comfort of home. Despite initial successes, Peloton has encountered significant difficulties recently, including declining sales, negative media coverage, and decreased customer engagement. Factors contributing to this decline include supply chain constraints, increased competition from low-cost alternatives, and a shift in consumer health and wellness priorities post-pandemic. Additionally, perception issues around high product costs and safety concerns have damaged the brand image.

Revitalization Strategy

To address these issues, the revitalization strategy involves repositioning Peloton as a more inclusive, accessible, and value-oriented brand. This will entail introducing more affordable equipment options, expanding digital content offerings, and emphasizing community participation. Emphasizing health and wellness as a holistic lifestyle, rather than just premium fitness equipment, aligns better with post-pandemic consumer values. A campaign highlighting success stories, affordability, and safety improvements aims to reshape perceptions and reignite consumer interest.

Market Segmentation Analysis

Effective market segmentation involves dividing potential consumers based on demographic, psychographic, behavioral, and geographic factors. For Peloton, the primary target market includes health-conscious adults aged 25-45, with middle to high income levels, who value convenience and innovative fitness solutions. Psychographics reveal a group motivated by wellness, social connection, and self-improvement. Behaviorally, this segment responds well to interactive content, community engagement, and branded experiences. Geographically, focus starts in urban and suburban areas with relatively higher disposable incomes, expanding later to wider markets as affordability options increase.

Target Market Selection

The core target comprises young professionals and urban dwellers aged 25-45, seeking flexible fitness options that fit busy lifestyles. These consumers are influenced by social media trends, peer reviews, and health consciousness. Their responsiveness to marketing communications is shaped by the four consumer characteristics: demographics (age, income), psychographics (lifestyle, motivation), behavior (usage patterns, loyalty), and geographic location. Understanding these influences facilitates tailored messaging and promotional strategies.

Market Positioning and Competitors

Peloton’s positioning historically centered on premium, high-tech, interactive fitness experiences. Currently, to revamp its positioning, the brand should pivot towards affordability and inclusivity, emphasizing its community and lifestyle benefits rather than solely technological superiority. Competition includes brands like NordicTrack, Echelon, and Mirror, which offer similar at-home fitness solutions at various price points. Differentiators include Peloton's brand community, exclusive content, and perceived quality. The benefits associated with Peloton focus on motivation, social connection, and convenience, with attributes such as innovative design, immersive content, and brand prestige.

Advertising Campaign Objectives and Justification

The primary goal of the IMC campaign is to increase brand awareness, reposition Peloton as an accessible brand for a broader audience, and ultimately, boost sales by 15% within the next fiscal year. The objective aligns with the need to recover market share and improve brand perception affected by recent setbacks. The campaign also aims to build a loyal community through engaging content and personalized communication, reinforcing the brand’s value proposition.

Marketing Communications Budget

Peloton's marcom budget will utilize the task method, which allocates funds based on specific campaign objectives and activities. This approach ensures focused spending on digital advertising, social media, influencer partnerships, and experiential marketing efforts to maximize ROI. The budget will be set at approximately 8% of projected sales, consistent with industry standards for growth-driven campaigns, adjusted based on ongoing performance metrics.

Advertising Message and Strategy

The core message strategy will center on “Fitness for All,” emphasizing affordability, community, and lifestyle transformation. Creative elements will showcase diverse users sharing success stories, fostering social proof, and emphasizing inclusivity. The advertising message will leverage emotional appeal, highlighting personal wellness journeys and social connectivity, aligned with the brand’s new value proposition.

Effective advertising will incorporate storytelling, relatable visuals, and calls to action that prompt trial and engagement. Media placement includes digital platforms such as social media (Instagram, Facebook), search engine marketing, influencer collaborations, and targeted online video advertising. The goal is to reinforce the message across multiple touchpoints to ensure message retention and increase recall.

Message Effectiveness Measurement

Measurement of advertising effectiveness will be conducted through key performance indicators (KPIs) such as brand awareness surveys, website traffic, social media engagement metrics, and sales data. Pre- and post-campaign surveys will gauge shifts in consumer perception and brand affinity. Tracking conversion rates, click-through rates, and return on ad spend (ROAS) will assess the campaign’s impact on driving sales. Regular performance analytics will enable ongoing adjustments to optimize messaging and media strategies.

Conclusion

Repositioning Peloton requires a strategic IMC plan that emphasizes inclusivity, affordability, and community engagement. By conducting thorough segmentation, defining clear objectives, and implementing targeted messaging and media strategies, Peloton can recover its market position, enhance brand perception, and foster consumer loyalty. Continuous measurement and adjustment will ensure the campaign’s success and sustainable growth in a competitive environment.

References

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