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Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
Garmin keynote
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Garmin keynote

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GPS Watch keynote (in the works)

GPS Watch keynote (in the works)

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  • direct marketing\n• email updates\n• telephone\n• face-to-face\n
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  • ranking\n• advertising\n• personal selling\n• sales promotion\n• pr\n• direct marketing\n
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  • Transcript

    • 1. (Situation)
    • 2. Automobile Fitness Aviation Marine 7% 10%21% 62%
    • 3. Overview SEGMENTATION TARGET MARKET LINE OF PRODUCTS IMC PUSH/PULL PLCCOMPETITIVE ANALYSIS
    • 4. Segmentation Geographic DemographicPsychographic Behavioral
    • 5. SegmentationGeographic DemographicPsychographic Behavioral
    • 6. Geographic•North America: 61.2% of Garmin’s Revenues•Density: All (Urban, Rural, Suburban)
    • 7. Demographic•Age: 20-55•Gender: Slight focus on men (Psychographic: performance)•Occupation: Athletes, amateur to elite•Income: Middle to high class, top 50%
    • 8. Psychographic• Techno-Addict: Training simultaniouslyrecorded online via Garmin Connect•Performance-driven personalities
    • 9. Behavioral•Benefit sought: Quality(Premium product, not everyday watch)•User status: First time user (Garminwatches last many years)
    • 10. Target Market
    • 11. Target Market Middle-Age: 20-35 Upper-Age: 36-55 Athletes Luxury RecreationMarathon/Triathlon Participants
    • 12. Promotion Objectives: Interest•Awareness•Interest: Increase the consumer’s desire tolearn about Garmin sports watches•Evaluation•Trial•Adoption
    • 13. The GPS Watches
    • 14. Forerunner 610 (running) • Touch Screen Interface • Workout Planning • Heart-Rate Monitor
    • 15. Forerunner 910XT • Multi-sport Atheletes • Fully Water Resistant • Tracks Swim Metrics
    • 16. Approach S1 • Locks in yardage & measures distance •Preloaded courses
    • 17. Integrated Marketing Communication Personal PublicAdvertising Selling Relations Sales Direct Promotion Marketing
    • 18. Advertising
    • 19. Billboards
    • 20. Television
    • 21. Sports Radio
    • 22. Sports Magazines
    • 23. Personal Selling
    • 24. Public Relations Social Networks
    • 25. Sales Promotion•Seasonal Discounts•Prizes in a Race
    • 26. Direct Marketing • Email updates • Telephone • Face-to-face
    • 27. GOAL: Increase Sale ofGarmin Sports Watches
    • 28. Channel Strategies: Push vs PullWholesaler Wholesaler Retailer RetailerConsumer Consumer
    • 29. Product Life Cycle•Growth Stage•Advertising to Differentiate Attributes fromthose of Competing Brands: -Variety of Different Watches -Free and Widely-Used Garmin Connect -Garmin specializes in GPS products
    • 30. Competition
    • 31. IMC Ranking Advertising Personal Selling Sales Promotion Public Relations Direct Marketing
    • 32. Recommendations1. Research specific target segments to avoid wasted coverage
    • 33. II. Focus IMC onAdvertising and Personal Selling
    • 34. III. Extend advertising to gyms / fitness centers in smaller cities
    • 35. Questions?

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