Posted: April 24th, 2025

mkt7

Use the company and topic approved from Milestone 1 for this assignment. Milestone 2 begins the development of the PowerPoint Digital Strategy presentation.  This section should consist of approximately 5-7 slides and cover the following material:

1. Analysis of the problem: Brief summary of what the problem is and why it has occurred.  What the overall business problem is that the company needs to build a digital marketing strategy to solve or improve that problem
2. Target Market: Overview of the target market or markets.  What comprises this customer segment? What are their demographics? What other characteristics of the customer segment is considered?  Why is this the target market needs to be mentioned.  What type of online community does this target market belong to and why?
3. Digital Marketing Tools: Provide a brief overview of what digital marketing tools and techniques would be the focus of this strategy.  Between social media, website marketing, SEO, email marketing etc, briefly identify what the types of methods will be used and a brief statement why each one makes the most sense to use in this strategy for the target market?

Each slide should have minimum 4-5 speaker notes at the bottom. References and sources should be properly cited where needed. 

Any PowerPoint template and font type is fine. The slides however need to be executive presentation format. The final presentation is due in week 9. This project is iterative in the sense that I expect your work to apply and make changes based on any feedback I have provided in previous milestone assignments. 

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Marketing 3: Milestone 1 Proposal

Sandesh Khadka

Amberton University

MKT5260.E1

Dr. Kyle Allison

09/28/2024

Marketing 3: Milestone 1 Proposal

Company and Product/Service

The company I have selected for this project is Peloton, a fitness technology company that offers connected exercise equipment, such as bikes and treadmills, along with a digital membership that provides access to live and on-demand fitness classes. For this project, I will focus on Peloton’s flagship product, the Peloton Bike, which has been the cornerstone of its brand identity.

Company Synopsis and Targeted Customer

Founded in 2012, Peloton has revolutionized the fitness industry by blending cutting-edge technology with fitness training to create an immersive experience. Peloton’s primary target audience includes fitness enthusiasts, working professionals, and individuals seeking a convenient and interactive at-home workout solution (Woodward et al., 2023). Its customers are typically aged 25-55, tech-savvy, and value convenience and premium quality. These individuals are often high-income earners who prioritize health and fitness and are willing to invest in long-term wellness solutions.

Real-World Marketing and Business Challenge

A current challenge Peloton is facing is customer retention. With the post-pandemic decline in demand for home fitness solutions, Peloton has experienced a drop in sales and engagement for its connected fitness products and subscription services. The challenge is compounded by the increased competition from traditional gyms, digital fitness platforms, and lower-cost fitness equipment alternatives (Valcarce-Torrente et al., 2021). Peloton needs to develop a strategy that not only attracts new customers but also retains its existing subscribers by emphasizing the long-term value and versatility of its fitness ecosystem (Eskiler & Safak, 2022).

Reason for Focusing on this Business Problem

I chose this issue because customer retention is crucial for Peloton’s business sustainability and profitability. Addressing this problem will involve crafting a marketing strategy that enhances customer loyalty, reduces churn rates, and leverages Peloton’s brand strengths to build a more resilient and adaptive business model. By focusing on this challenge, I aim to develop a comprehensive strategy that aligns with Peloton’s mission of creating an engaged, supportive fitness community.

References

Eskiler, E., & Safak, F. (2022). Effect of customer experience quality on loyalty in fitness services.
Physical Culture and Sport Studies and Research,
94(1), 21–34.

https://doi.org/10.2478/pcssr-2022-0003

Peloton: The ultimate fitness experience. (2024).

https://www.onepeloton.com/

Valcarce-Torrente, M., Javaloyes, V., Gallardo, L., García-Fernández, J., & Planas-Anzano, A. (2021). Influence of fitness apps on sports habits, satisfaction, and intentions to stay in fitness center users: an experimental study.
International Journal of Environmental Research and Public Health,
18(19), 10393.

https://doi.org/10.3390/ijerph181910393

Woodward, G., Peterson, K., Erude, A., Saeed, M., Ondracek, J., Carter, D., Carter, D., Head, K., Nicholson, G., & Bertsch, A. (2023). PELOTON INTERACTIVE, INC. (PTON): STRATEGIZING CORPORATERESOURCES AND CAPABILITIES.
International Journal of Economics Business and Applications,
8(2), 15–44.

https://doi.org/10.31258/ijeba.87