Garmin keynote

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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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  • Garmin keynote

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

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