APR 522: Media Strategy and Analytics
POE Channel Strategy Project
Spring 2020
Target Audience: Peloton’s primary customer is someone who is motivated by group workouts, but wishes they didn’t have to leave their house to do them – either due to inconvenience or embarrassment about their physical appearance or fitness level. Originally, Peloton attracted a more upscale buyer, but the new financing offer puts them into the budget range of many people who currently have a gym membership.
Business Objective: Peloton’s goal is to increase their stock price from $30 to $35 per share and reach net profitability by increasing sales by 20% by the end of 2020.
Marketing Objective: Sell a connected fitness product to get customers subscribed to its digital fitness service. It's through subscriptions that the company aims to build up its profitability over time. In order to meet their 2020 business objective, Peloton estimates they’ll need to recruit 150,000 new subscription-based customers (with a 39-month contract) by the end of the year (680,000 subscribers currently).
Communication Objective: Building brand awareness and relying on word-of-mouth referrals is one-way management is looking to control marketing expense and guide the business to profitability. Therefore, they would like to generate 90% brand awareness of Peloton among the expanded primary target audience (exact definition to be determined by your research), generate 5M social shares and 2M website visits by the end of 2020.
