Peloton

Marketing Plan

Gaurav Kumar
Business Address
+92-8447516721
gauravgrv1412@gmail.com
https://www.linkedin.com/in/gaurav-kumar-57722a10b/
Table of Contents
Note: Click the table, then click the icon on the left hand side when you have completed your
plan. This will automatically update the table of contents.
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Executive Summary 3
Situational Analysis 3
Industry Background 4
Competitive Analysis 4
SWOT Analysis 4
Marketing Objectives 5
Target Customers 6
Unique Selling Proposition 7
Pricing & Positioning Strategy 8
Positioning Statement 8
Pricing Strategy 8
Offers 8
Strategy for Increasing Transaction Prices 8
Distribution Plan 9
Promotions Strategy 10
Joint Ventures & Partnerships 11
Appendix A: Marketing Materials 12
References 13

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Executive Summary
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Type your executive summary here.

Peloton, a leading fitness equipment and media company, aims to reinvigorate its brand
and regain market share through a comprehensive marketing plan. This plan
encompasses situational analysis, marketing objectives, target customers, unique selling
propositions, pricing and positioning strategy, distribution plan, promotions strategy,
and potential joint ventures & partnerships. By leveraging its strengths and addressing
weaknesses, Peloton seeks to enhance its brand image, expand its customer base, and
drive revenue growth.

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Situational Analysis
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Industry Background
Type your industry background here.

The fitness industry is experiencing rapid growth driven by increasing health consciousness and
the demand for convenient at-home workout solutions. Peloton has been a pioneer in this space,
offering connected fitness equipment and engaging content through its subscription-based
platform.

Competitive Analysis
Type your competitive analysis here.

Peloton faces competition from traditional gym memberships, other home fitness equipment
providers, and emerging digital fitness platforms. Competitors like NordicTrack and Mirror offer
similar products, while tech giants like Apple are entering the fitness space with their own
offerings.

SWOT Analysis
Analyze the strengths, weaknesses, opportunities, and threats relevant to the brand or product.
Outline potential problems identified during your SWOT analysis and explain how they may be
handled.

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Marketing Objectives
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Type your marketing objectives here.

Name and describe the key goals of this marketing plan, including measurable sales goals.

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Target Customers
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Type your description of your target customers here.

For each target market, provide a profile that includes the demographic, psychographic,
geographic, and behavioral traits used to define the market. You should also include the precise
wants and needs of the market.

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Unique Selling Proposition
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Type your unique selling proposition here.

Concisely explain the unique advantage your product has over competitors. How does your
product or service meet the needs or fix the problems of your target market?

The USP itself should be short and catchy, but you can use this section to elaborate upon your
USP and explain why it will appeal to your target market.

An example from FedEx: “When it absolutely, positively has to be there overnight.”

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Pricing & Positioning Strategy
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Positioning Statement
Type your positioning statement here.

This statement should explain how your product will be viewed in the eyes of the customer,
relative to your competitors.

Tip: Describe your customers and their unmet needs, as well as what your product is, a key
benefit it offers, any alternatives, and why your product is better.

Pricing Strategy
Type your pricing strategy here.

The strategy should describe your general pricing structure. Describe how your pricing strategy
supports your positioning. Include, as appropriate, information related to pricing fences,
versioning, price segmentation, and whether or not there will be multiple pricing strategies.

Offers
Type your special offers here.

Use this section to describe any deals and special offers that will help sell your product. Include
special deals or offers related to referral or retention.

Strategy for Increasing Transaction Prices

Type your strategy for increasing transaction prices here.

This should explain how you will encourage customers to spend more money at each
transaction. For example: Will you offer bundling, upselling, or cross selling strategies?

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Distribution Plan
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Type your distribution plan here.

The plan should identify where customers will be able to buy your product, as well as how the
plan complements your pricing and positioning strategy.

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Promotions Strategy
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Type your promotions strategy here.

This section should describe your plans for advertising and promoting your product. It will vary
widely from plan to plan, but it should be the marketing plan’s lengthiest and most detailed
section. Consider using tables, charts, or visual aids to help present your plan.

Tips:
● include which advertising media you will use, and how you will use them;
● discuss earned, owned, and paid strategies, plus inbound and outbound marketing
● include how you will promote your product through additional channels (e.g., public
relations, referral programs, sponsorships, sweepstakes, and personal selling), and how
your strategy will grow or change over time;
● discuss how you will communicate value and overcome consumer biases;
● include your plans for retaining customers once you have acquired them.

Type your conversions strategy here.

Describe your purchase funnel and buyer’s journey and how this relates to the different area of
your promotions strategy and marketing mix.

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Joint Ventures & Partnerships
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Type your plans for any joint ventures and/or partnerships here.

Tip: Consider the purchases the customers make before, during, or immediately after they buy
your product—those might be good partners. See an example here.

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Appendix A: Marketing Materials
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Type (or insert) samples of marketing materials here.

For example: Marketing materials may include social media ads, billboards, etc.

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References
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Include a list of your sources here. Use Chicago-style formatting.

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