Postour- Digital marketing strategy

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an engaging way to keep the right postoure

OUR TEAM
FEDERICO DE LUCA
MARTINA BARRI
SRUTHY PADANNAPPURATH
XIAOWEN YU

INDEX
ISSUES
1. PRODUCT/SERVICE ANALYSIS
Characteristics
Market analysis
Competitive Advantage
2. DIGITAL POSITIONING
Trends, Sentiment & Keywords
Target, personas, users
End-Benefit
USP
Values & Advocacy
Branding
3. STRATEGY & PROMOTION
Goal
Concept
Duration
Media Mix
Content Examples

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Everyday teenagers carry heavy backpacks during their daily
activities. Despite the awareness campaigns, the problem of
correct posture is real and it is often ignored by families and
teenagers.
How to make the solution attractive without giving up on style?
Postour is an innovative system of maintaining a correct
posture that combines materials and ergonomic shapes to the
IoT. The goal of Postour is to make the user aware of a greater
attention to the position of the spine during daily activities
through exercises and interactive games and to ensure greater
comfort. The system is designed to adapt to backpacks from
15 to 20 liters. The sensors placed in a pocket on the back of
the product allow you to monitor through the app the data
collected and eventually correct the user’s posture through
inflatable bearings. The bearings deflate automatically by
resuming their ergonomic position. The system is inspired
by the systems currently used to detect blood pressure,
but is calibrated to provide relief and back support.
ABSTRACT
CHANGE IS GOOD

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Ogni giorno migliaia di adolescenti portano in spalla zaini
pesanti durante tutte le loro attività quotidiane. Nonostante
le campagne di sensibilizzazione, il problema della corretta
postura è reale ed è spesso ignorato da famiglie e adolescenti.
Come rendere la soluzione attraente senza rinunciare allo stile?
Postour è un innovativo sistema, adattabile alla maggior parte
degli zaini in commercio, che monitora la posizione della
schiena e corregge la postura dell’utente attraverso cuscinetti
gonfiabili. Postour combina materiali e forme ergonomiche
con l’IoT per garantire il massimo comfort e qualità. L’obiettivo
di Postur è di sensibilizzare l’utente al mantenimento di una
posizione corretta della colonna vertebrale durante le attività
quotidiane attraverso un sistema intelligente che corregge la
posizione, esercizi e giochi interattivi. Il sistema è progettato
per adattarsi agli zaini dai 15 ai 20 litri. I sensori collocati in
una tasca sul retro del prodotto consentono di monitorare
attraverso l’app i dati raccolti e eventualmente correggere
la postura dell’utente attraverso i cuscinetti gonfiabili. I
cuscinetti si sgonfiano automaticamente riprendendo la
loro posizione ergonomica. Il sistema si ispira ai sistemi
attualmente utilizzati per rilevare la pressione sanguigna, ma
è calibrato per fornire sollievo e supporto alla schiena.
ABSTRACT
SOSTIENI CHI TI SOSTIENE

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An engaging way to keep the right postoure
NEVER STOP EXPLORING

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PROF. MATTEO CIONI
ASSOCIATE PROFESSOR
UNIVERSITÀ DEGLI STUDI DI CATANIA | FARMACOLOGIA
SSD: MED/34 - MEDICINA FISICA E RIABILITATIVA
❝ The actual market doesn’t offer
solutions able to involve teenagers in the
big issue of assuming a proper posture ❞
Extract from interview of 27/11/2017
THE EXPERT OPINION

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NECK AND UPPER BACK
SHOULDERS
LOWER BACK
HIPS
KNEES
EFFECTS OF BACKPACK ON THE BODY
POSITION

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Our product is designed for teenagers who are not engaged
in physical activity. Analyzing the target it emerged that
thousands of young people suffer from problems related from
bad posture during daily activities. Currently the market does
not offer effective tools that involve users.
OUR GOAL
The goal of Postour is to make young users aware of the benefit
of correct posture for the future, through engaging exercises
and an intelligent tutor that helps them to improve posture.
THE BRIEF
STUDENTS WITH SEDENTARY LIFESTYLE

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The choice of the brand followed the criteria that were defined
and modified during the project activity. Postour was created
tosensitizeadolescentstohealthyindoorandoutdoorphysical
activity and to take awareness of the risks due to wrong
posture. In choosing the brand we focused on the company’s
attention to ergonomics, the impact on the target audience
(teenagers) and the interest in technological research and
solutions. The North Face is the most consistent choice for the
vision of Postoure and shares a common goal: to make people
aware of a healthy and fit lifestyle.
The North Face represents the most difficult challenges.
Postour is the most difficult challenge:
to engage and make teenagers aware of postural problems.
90% of times, choosing a backpack depends on the brands.
Hence we have decided in partnering with The North Face into
bringing out our innovative design to the customers. The North
Face focusses on improving the performance of its customers,
they want people to be out and exploring the world, motivating
people to engage in physical activity. TNF are an international
brand focussing on outdoor gear including backpacks.
TNF wants to push the limits of innovation and design so that
its user can push their limits outdoors. They consider it their
responsibility is to make product, protect and empower.
WHY THE NORTH FACE
MATCHES WITH THE VISION OF THE BRAND
OPEN TO TECHNOLOGY AND INNOVATIVE DESIGN
TNF is very much interested and is actively trying to bring
ground breaking technologies into their products. Examples
are their two game changing product lines – Thermoball
and Fuseform. Thermoball introduced synthetic insulation
mimicking the capability of down. Fuseform revolutionized the
manufacturing space as it changed the way technical apparel
is produced. These products they have brought to the market
with partnerships from other companies like Primaloft.
THE NORTH FACE TARGET AND TEENAGERS
TNF is focussed on producing outdoor gear for athletic
purposes. But many teenagers are very much interested in
TNF backpacks and that is undoubtfully one of thier major
markets in Italy. The brand is highly popular among teenagers
and incorporating a feature focussing on empowering them
through right posture is coherent with their above said values.

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POSTOUR 1.0
OBJECT IN THE CONTEXT
PILLOWS
20L | BACKPACK BIZ M
2060017A5-841
VELCRO CONNECTION
WINGS
POSITION DETECTION
AND BATTERIES
TOUCH SENSOR

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PRODUCT
FRONT SIDE
VIBRATION
NOTIFICATION
VELCRO
POCKET FOR ELECTRONICAL
COMPONENTS

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POSTOUR 2.0
OBJECT IN THE CONTEXT
INFLATABLE CUSHIONS FOR
POSITION CORRECTION
PILLOWS
20L | BACKPACK BIZ M
2060017A5-841
VELCRO CONNECTION
WINGS
POSITION DETECTION
AND BATTERIES
TOUCH SENSOR

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PRODUCT
BACK SIDE
ELECTRICAL INFLATING
PUMP
VELCRO
INFLATION TUBE
POCKET FOR ELECTRONICAL
COMPONENTS

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COMPONENTS AND MATERIALS
EXPLODED MATERIAL
POLYESTER
PP ALVEOLAR
GROS GRAIN
GROS GRAIN
POLYESTER
POLYESTER
POLYESTER
POLYESTER
INFLATABLE CUSHION
POLYURETHANE
FOAM

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FUNCTIONING CUSHIONS
INFLATION AND DEFLATION
DETECTION WROG POSITION
DELAY: 8 MINS
LOW DEFLATION
DELAY: 2 MINS
POSTURE CORRECTION
BEARING INFLATION

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PUMP OPERATION
AIR PRESSURE IN INFLATION
The inflation pump is connected to a pressure gauge that
detects the pressure exerted by the backpack, and therefore
the contents, on the user’s back. When the pressure detected
by the device is high, the airflow will be adjusted to maintain
correct posture without creating excessive pressure in the
lumbararea.Thepumpisconnectedtotheairchamberthrough
a tube in the back of the backrest. The pump is powered by a
4.8V battery which can be recharged with a USB power cable.

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USER EXPERIENCE
APP, GAME AND SENSORS
1 | PICKING BACKPACK 2 | DETECTING WRONG POSITION 3 | SENSORS OPERATION 4 | POSITION C

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CORRECTION 7 | SENSORS FOR GAMING5 | DATA ANALYSIS 6 | EXERCISES

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ARDUINO
FIRMWARE AND COMMANDS
The variables that allow the system to be set are those
highlighted. Changing the values will change, in order, the
sensitivity of the touch sensor, the time interval between
the detection and correction through the inflation pillows
and the tolerances of the angle of inclination.

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DEMO PROTOTYPE CIRCUIT SYSTEM
INSIDE POSTOUR
PROXIMITY SENSOR ELECTRICAL INFLATING
PUMP
ACCELEROMETER
GYROSCOPE MICROPROCESSOR TOUCH SENSOR220Ω 1,5MΩ
ELECTRONICAL COMPONENTS
ARDUINO CIRCUIT

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APP
DATA ANALYSIS AND ENTERTANMENT
The Postour application functions as the interactive platform
between the product and the user. Our App is connected to the
product using wireless bluetooth technology and it records
the activities of the user and sync it. The main function of the
application is to act as the posture coach to the user by giving
information and alerts on right and wrong postures. The user
can once record their personal correct posture and then the
app will alert you to achieve the right posture when not in it. The
app also alerts when the weight of the backpack is above the
users fixed limit. The alert given is through a new and effective
technology of pressure exerted on the lower back, which is
better than the vibrational alerts. There is a history feature in
which all the past posture corrections and datas are organised
which makes easier for the user to understand their progress
into right posture. The additional and highlight feature of our
application is the game. Postour has a game feature which
records the small shoulder exercises done wearing postour
and this is collected as small music elements which could be
used for creating own music mix by the user. This music mix
can be shared with the connected social Medias like Instagram
and Facebook. Our app is free with the product and the user
can receive frequent updates.
POSTOUR
POSTOUR
POSTOUR

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SERVICE BLUEPRINT
POSTOUR
Customer Actions
Visible Contact
Employee actions
Invisible Contact
Employee Actions
Support Process
line of interaction
line of visibility
line of internal interaction
Create an
Account
Send email
to confirm
Registration
System
Connect to
your backpack
Notification
for right
connection
Bluethooth
System
Take
backpack
Sensor monitors
your activities
Start to
walk
Sensor monitors
your activities
(and records)
Receive
a vibration
Receive
a notification
Pop up/
Notification on Phone
Sensor monitors
your activities
Continue
to walk
Change your
posture
Pop up/
Notification on Phone
See daily
exercise
Exercise
to follow
Choose
exercise
Sensor
monitors your
activities
Do
exercise
Mix your music share your music
Social Media
Share System
Social Screen
for Share
Phisical Evidence
Phone Phone Phone Phone PhoneBackpack Backpack Backpack Backpack Backpack SensorsSensorsSensors
SERVICE BLUEPRINT
POSTOUR
#17PSSD INNOVATION STUDIO
PHASE BEFORE USING WHILE USING AFTER USING

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COUSTOMER JOURNEY MAP
POSTOUR

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POSTOUR- CHARACTERISTIC FEATURES
ENGAGING POSTURE COACH EMPOWERING TEENAGERS
EASY TO USE
Putting the backpack on will automatically detect and start
the device, the application would communicate easily with the
user through the app.
DEDICATED APP
The application makes the product complete with its fully
functional features. It records your right posture once and
alerts when you are in a wrong posture.
POSTURE COACHING
Once your correct posture is recorded, Postour will take charge
and gently remind you to correct posture and make that a habit.
NEW PRESSURE ALERT
Unlike other posture correctors in the market which use
annoying vibrations as alerts, our product uses a gentle
pressure given on the lower back which is a more effective
reminder.
ENGAGING GAME
Not only will it posture coaches you, the Postour is a complete
system in which it actively engages you to be a dedicated user.
There is a game feature to postour, which can be played using
the product and the application records the results, the points
gained would let you create your own music mix and share it
to the world.
HISTORY
Your posture progress can be viewed through this feature,
and the online account would let your loved one also see your
improvement.
BLUETOOTH WIRELESS SYNCING
The product and activities are connected wirelessly to the ap-
plication.
SHARE IT WITH THE WORLD
The music you create using the application could be easily
shared through synced social medias like facebook or
instagram.

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POSTOUR- CHARACTERISTIC FEATURES
ENGAGING POSTURE COACH EMPOWERING TEENAGERS
ENGAGING GAME
EASY TO USE
HISTORY
DEDICATED APP
BLUETOOTH WIRELESS
SYNCING
POSTURE COACHING
SHARE IT WITH
THE WORLD
NEW PRESSURE
ALERT

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WHY IS POSTURE CORRECTORS THE DIRECT COMPETITORS?
BRAND POSITIONING- HEALTH AND FITNESS WEARABLES
Postour is a product system which has a posture corrector and
reminder feature and it uses gamification for engaging the
user to continue using the product. It is aimed at the teenagers
and is incorporated with their daily use product, the backpack.
The main function of the product is for improving the posture
of the teenagers, hence we can clearly position it as a health
and fitness wearable. And further into it, it is used for training
the posture, hence the direct competitors could be identified
as the other posture correctors in the market.
There are two types of posture correctors in the market
presently and they are, the traditonal posture braces and a new
kind of posture correctors with a product and an application
to assist it. So our direct competitors are both these kinds of
products.
In the category of posture correctors with an App, we
have identified Lumo Lift and Upright Go as the two main
competitors and in the category of traditional posture braces,
Poscure premium and Toros group are two products catering
to the young adults.

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PRODUCT COMPARISION
DIRECT COMPETITORS | POSTURE CORRECTOR
Ergonomic
Economic
AestheticDaily use
TrendyComfortable
Engaging/ gamesEffective reminder
Product description and main functions
It coaches one to be in right posture, gently reminding with small
vibrations when in wrong posture. It also acts as an activity
tracker. It can be fixed as a jewelry or stuck on the back of skin
and hidden with clothing. It has an App along with it
Main target
Working individuals
Features
Magnetic clasp to fix it.
Not restricting body movements but works on motivating the user
LUMO LIFT
77 Eur
Ergonomic
Economic
AestheticDaily use
TrendyComfortable
Portable device connected with App that vibrates everytime one
relaxes. Also trackes body habits
Main target
Working individuals
Features
Adhesives to fix it
Can be used while sitting and slouching the shoulders
UPRIGHT PRO
87 Eur

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PRODUCT COMPARISION
Ergonomic
Economic
AestheticDaily use
TrendyComfortable
Ergonomic
Economic
AestheticDaily use
TrendyComfortable
Traditional posture corrector. Can be used for
rehabilitation after injuries. Prevention of progressive
spinal curvature. Best quality
Main target
Young adults, children with back problem
TOROS GROUP
33 Eur
Traditional posture corrector. Specifically for teenagers
and children. Completely invisible under clothing. It can
be used upto 40 minutes daily for good posture. Easy to
wear and take off.
Main target
Young adults, children with back problem
POSCURE PREMIUM
25 Eur

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BRAND COMPARISION
INDIRECT COMPETITORS | BACKPACKS

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BENCHMARKS
CONFRONTING PRODUCTSCONFRONTING PRODUCTS
COMPARISON WITH DIRECT COMPETITORS
Ergonomic
Economic
AestheticDaily use
TrendyComfortable
Ergonomic
Economic
AestheticDaily use
TrendyComfortable
POSTOUR NORTHFACE BACKPACK WITH POSTOUR
The North Face Rodey- 49 Eur, 20L
COMPARISON WITH INDIRECT COMPETITORS
ConstructionUtility

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*These datas come from Amazon.com
“This product is not the least effective,
and not very comfortable.”
- Mary
“Very poor quality, cheap plastic
backing. Might pay $2 for it.”
- Micheal
CUSTOMERS OPINIONS OF COMPETITORS
REVIEWS AND COMMENTS

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REALITY FROM THE CUSTOMER POINT OF VIEW
BAD FEEDBACK = BAD ADVERTISING
VISION OF THE COMPANY
ADVERTISING OR RISK?

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COMPETITORS SOCIAL MEDIA STRATEGY
INSTAGRAM SETTING
EASTPAK
CATALOGUE SETTING
PATAGONIA
VISION SETTING
HERSCHEL
CATALOGUE SETTING

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EASTPAK
SOCIAL MEDIA STRATEGY
EASTPAK
CATALOGUE SETTING
Eastpak uses social channels (Facebook and Instagram) to
advertise its products through images and videos. In this
case, social networks are not used as a tool for sharing
brand experiences and vision, but as a catalog. The po-
tential of social networks is not exploited and is deducti-
ble from the number of views and shares for a large-scale
brand.

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HERSCHEL
HERSCHEL
CATALOGUE SETTING
Herschel uses social channels to promote new collections
and events in its stores. However, even in this case the user
is not involved in the company’s vision. The social vector
remains conceived as a passive and non-customized ad-
vertising tool.

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PATAGONIA
PATAGONIA
VISION SETTING
Patagonia has a strong brand identity. Its founder has given
great meaning to the brand that fully represents its vision.
Patagonia does not need to talk about its products, the fo-
cus is on adventure and nature and remains in stores, on
the website and on social media. Through the adventure
Patagonia involves its customers offering an exciting im-
mersion in its world. Patagonia is the company closest to
the vision of The North Face, also as a way to communicate
its brand.

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THE NORTH FACE
PAYOFF, WEBSITE LINK
CONTEXT AND SPONSORS
ADVENTURES
EXPERIENCES VIDEOS
THE NORTH FACE
VISION SETTING

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COMPETITIVE ADVANTAGE
Our product POSTOUR is an ergonomic part of a backpack
which can be used as a posture coach and guide you through
right posture by engaging you thoroughly through the
games proposed. From the market analysis we have found
that the two categories of direct competitors for our product
are the ones with the application and the traditional posture
correctors. The traditional posture correctors are a good
bet economically and it is strict in its function of reminding
the wearer about the posture due to its restrictions. Hence
it is not popular among children and teenagers. Whereas
the more trendy posture correctors are like Lumo Lift, the
one with a product and application associated with it. Even
these competitors fail to engage the users into continuous
patronage. This is the competitive advantage of our product
Postour. Postour has a really developed system in which the
customers would be engaging in captivating games which
is a huge competive advantage for postour over its direct
competitors. Not restricting body movements but works on
motivating the user.

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TRENDS AND SENTIMENTS
When we search“posture corrector” in google trend
Related queries
Interest over time
1.Lumo lift
2.Posturx personal posture corrector
3.Diy posture corrector
4.Posture corrector do they work
5.Posture correctore lazada
6.Vibrationg posture corrector
7.Dreamproducts.com magnetic posture corrector
8.Posture corrector with breathable silky weave
9.Magnetic posture corrector
10.Royal posture
11.Posture corrector amazon
12.Posture corrector uk
13.Neck posture corrector
14.Best posture corrector
15.Back support belt
16.Shoulder posture corrector
17.Spine corrector
18.Shoulder brace
19.Best posture corrector brace
20.Better back
# POSTURE CORRECTOR
# POSTURE REMINDER
# BACK SUPPORT
# SPIN CORRECTOR
# BREATHABLES MATERIAL
# FUNNY
# HIGHTECH
100
75
50
25
13 Jan2013 13 Jul 2014 10 Jul 2016 9 Jul 2017
KEYWORDS
TRENDS AND SENTIMENTS
“POSTURE CORRECTOR” IN GOOGLE TREND

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SENTIMENTS
“POSTURE CORRECTOR” IN SOCIAL MEDIA

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TARGET
MARKETING TARGET | COMMUNICATING TARGET
These are the main targets who would be buying our product which would include the primary users.
In our case these would be the teenagers (13- 19) and their parents (35-50). They are the marketing target.
Other than the marketing target, there is the communicating target. These could be friends, relatives or online influencers
like vloggers, bloggers or instagrammers. These influencers are people who try the product themselves and after trying posts
their reviews out for public to view. They are people who have recognition as the advisers in their respective fields and thier
reviews are considered as expert advices. They have accuired trust and respect from people so thier advice would lead in
buying the product.
In order to define the personas and users, for doing an effective promotional strategy, the targets
were clearly defined, namely the marketing target and the communicating target.
TEENAGER
13-19 years old
PARENT
35-50 years old

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The communicating target includes all the above said marketing target and also these includes expert doctors, fitness
trainers and also athletes/ actors or idols who have earned respect of the teenagers who are our main target.
TARGET
MARKETING TARGET | COMMUNICATING TARGET
TEENAGER
13-19 years old
DOCTORS / FITNESS TRAINERS
25-70 years old
INFLUENCERS
18-40 years old
PARENT
35-50 years old
FRINEDS / RELATIVE
20-35 years old

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After defining the targets, these targets could be more elaborated into clusters, these were done by
observing the influencers and closely and defining their characteristics. These clusters helps in defining the
personas abd our users.
CLUSTERS
TEENAGER
16 years old, Boy
FITNESS TRAINER
27 years old, Male
DOCTOR
70 years old, Male
YOUTUBER
26 years old, Man
BLOGGER
21 years old, Man
ATHLETE
32 years old, Man
PARENT
35 years old, Female
FRINEDS / RELATIVE
22 years old, Female

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PERSONAS AND USERS
YOUTUBER - WILLWOSH
VLOGGER
26 years old
TRAINER - ROBERTO
THE FITNESS TRAINER
27 years old
PARENT - CLAUDIA
THE SMART MOTHER
35 years old
TEENAGER - PAOLO
THE IDLE TEEN
16 years old
FRIEND / RELATIVE - SERENA
FRIEND / RELATIVE
22 years old
ATHLETE - RICCARDO
THE HIKER
32 years old
DOCTOR - MATTEO
THE EXPERT
70 years old
BLOGGER - GIULIO
THE BLOGGER
21 years old
PRIMARY PERSONAS SECONDARY PERSONAS

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ENGAGEMENT / ENTERTAINMENT BRAND IDENTITYSPECIFIC AID PERFORMANCES AFFORDANCE / ERGONOMICS
physiotherapists, orthopedists and shop assistants users
USER NEEDS
General interviews of a sample of 108 people (facebook survey and direct interviews with experts in the sector)
highlight some specific requests and their importance for the users and for specialized in that field. Their
specific tools must increase the egangement, the awareness and the comfort during the daily activities.

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How do they get informations about the products Who they usually trust in descision-making process
USER ONLINE HABITS
PEER/PARENTS
SELLERS
ONLINE / OFFINE MAGAZINES
ONLINE FEEDBACKS
ONLINE/PHYSICAL SHOPS
SOCIAL MEDIA
OTHERS
GOOGLE
COMMUNITIES

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TRENDS OF TEENAGERS
USER ONLINE HABITS
95%
of teenager have a social media account
7-13the hours that teenagers spend on internet
every day
Snapchat &
Instagram
the most important social networks
for teenagers

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TRENDS OF PARENTS
USER ONLINE HABITS
35%of online users are adults.
3-5the hours that parents spend on internet
every day
Facebook
the most used social network for adults
Sources:
http://www.giovannicappellotto.it/2198WW-cresce-il-numero-di-adulti-che-usano-i-social-networks/
http://www.adnkronos.com/salute/
https://www.wired.it/internet/social-network/social-network-adolescenti/
http://www.corriere.it/tecnologia/social/

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PAOLO REBORA
THE IDLE TEEN
CHANNELSUSERNEEDSFRUSTRATIONSBIOGRAPHY
BLOGS / WEBZINES
• Salvatore Aranzulla
• Play Station Forum
• Tech Insider
SOCIAL
• Instagram
• Facebook
• Snapchat
• Whatsapp
NEWSPAPERS
• Leggo
• Milano Today
• La Gazzetta dello Sport
Incentive
Fear
Achievement
Growth
Power
Social
Internet
Software
Mobile Apps
• To be entertained
• Time for relax
• Experimenting with new experiences
• Doing physical activities
• Healthy lifestyle
• To be social
• Losing the contration
• Pains from wrong posture
• No free time
• Parents control
• To be Moody
Paolo is a lazy and homely high school student. His world is technology and
videogames: he rarely leaves home, only if he is motivated or obliged, like going
to school. Like many of his peers, Paolo feels the pressure of his parents and he
often wants to escape from their control. Paolo loves music and it helps him to
concentrate during his works. He is a technology enthusiast and is constantly
informed about the latest news.
❝ When I come back from
school I always have a
backache. ❞
HIGH SCHOOL STUDENT
AGE 16
CORSICO, MI
#HOME #GAMES
#RELAX #MUSIC
#INTERNET #FAMILY
#COMFORT
PRIMARY PERSONAS
DECISION-MAKING FACTORS
Price > Aesthetics > Functionality
> Quality > Ergonomics

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CLAUDIA AZZALINI
THE SMART MOTHER
BLOGS / WEBZINES
• Il Corriere Web
• Forum al femminile
• Tech Insider
SOCIAL
• Facebook
(Private Groups with
schoolmates mothers)
• Youtube
NEWSPAPERS
• Vanity Fair
• Il Sole 24 Ore
• Altroconsumo
Quality > Ergonomics > Price
> Functionality > Aesthetics
Incentive
Fear
Achievement
Growth
Power
Social
Internet
Software
Mobile Apps
• Take care of her children
• Preventing illness
• Reading
• Healthy diet
• Health of his children
• Bad habits of her children
• Not being able to control her children
• Unhealthy life
• Educating children
• No free time
• Choosing the best for her family
Claudia is a working mom whose job does not allow her to stay with her children
most of the time during the day. Claudia is a mother who wants to raise her
children in a healthy way and wants to prevent the bad habits of her children.
She is a great reader and is always interested in learning about the latest
technological innovations and following trends of the moment.
❝ Raising children is difficult
because you can not control
their bad habits ❞
INSURANCE CONSULTANT
AGE 39
SESTO S. GIOVANNI, MI
#MOTHER #WORK
#PLANNING #E-COMMERCE
#CURIOSITY #EXPLORATION
#HEALTH #MUSIC
PRIMARY PERSONAS

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DR. MATTEO CIONI
THE SPECIALIST
BLOGS / WEBZINES
• BiomeTech
• Medici Italia
• Brand website
SOCIAL
• Facebook
(Private Groups with
students or about inovations)
• Linkedln
NEWSPAPERS
• Corriere della Sera
• Europa Medico-Physica
• Clinical Biomechanics
Functionality > Quality > Ergonomics
> Price > Aesthetics
Incentive
Fear
Achievement
Growth
Power
Social
Internet
Software
Mobile Apps
• Doing deep research
• Feeling gratified
• Improving himself
• Healthy life
• Keeping in touch with patientes
• Dissatisfied patients
• Unmotivated students
• Unhealthy life
• Lag behind technology
• Breaking his routine
• Italian bureaucracy
Professor Matteo Cioni is deeply tied to his work, to which he has dedicated his
entire life. He loves research and progress, collaborates with internationally
renowned magazines and follows his patients on a daily basis. Professor Cioni
is an honest person who comforts patients suffering from serious diseases
but is always cautious in his diagnosis. During his work he collaborates with
bioengineers to develop technologies that improve the lives of his patients.
His agenda is always full of commitments and rarely has time to devote to himself.
❝ The actual market doesn’t
offer solutions able to involve
teenagers in the big issue of
assuming a proper posture ❞
PROFESSOR AND ORTHOPEDIST
AGE 70
CATANIA
#LABORATORY #SCIENCE
#INNOVATION #RESEARCH
#CURIOSITY #PROGRESS
#HEALTH
SECONDARY PERSONAS

60
ROBERTO FERRARI
THE TRAINER
BLOGS / WEBZINES
• Personal Trainer
• Virginactive.com
• Workout Blog
SOCIAL
• Facebook
• Instagram
• Whatsapp
NEWSPAPERS
• Men’s Fitness
• Health
Quality > Functionality > Price
> Aesthetics > Ergonomics
Incentive
Fear
Achievement
Growth
Power
Social
Internet
Software
Mobile Apps
• Doing sport / training
• Healthy diet
• Following trend
• Experience new sport accesories
• To be a terrible personal trainer
• To be out of form
• Unhealthy lifestyle
• Change sport equipments
Roberto is a personal trainer who lives and works in Milan. He works at a well-
known chain of gyms and spas. Before being a personal trainer, Roberto is a
passionate sportsman, who does not lose updates on the latest news launched
on the market. His research is done on social platforms through instagram and on
fitness webzine. He loves to buy and test the products and if he finds himself well,
he usually advises friends and customers. Roberto follows a healthy lifestyle and
through social networks, he has an influence on his followers.
❝ Push your limits ❞
PERSONAL TRAINER
AGE 27
MILANO
#SPORT #PHYSICALS ACTIVITIES
#HEALTHY LIFESTYLE #CHALLENGE
#AWARENESS #RESEARCH
#IMPROVEMENT
SECONDARY PERSONAS

61
WILLWOSH
THE YOUTUBER
BLOGS / WEBZINES
• Wired
• Pirati in viaggio
SOCIAL
• Facebook
• Youtube
• Instagram
• Snapchat
NEWSPAPERS
• Corriere della Sera
• Vogue
• Vanity Fair
Functionality > Quality > Ergonomics
Incentive
Fear
Achievement
Growth
Power
Social
Internet
Software
Mobile Apps
• To be uptdated on trend
• Following trend
• To be fit
• To be social
• Stay always connected
• To be out of trend
• Losing followers
• Unhealthy life
• To be monotonous
• Illness
Willwoosh is a youtuber famous for his funny videos reviewing new products on
the market. Having fun with his followers requires preparation and study for being
always original and never repetitive. Many companies contact him to sponsor their
products, but this choice is not always positive: Willwoosh is a bold and sincere, if
something does not satisfy him, he is ruthless. His curiosity pushes him to launch
new experiences while remaining faithful to his followers. Mens sana in corpore
sano: Willwosh does not give up the physical activity that practices with routine
between one video and the other.
❝ Internet gives,
internet takes away ❞
YOUTUBER - VLOGGER
AGE 26
ROMA
#VIDEO #ENTERTAINMENT
#REVIEWS #FUN #TRAVELING
#CURIOSITY #SOCIAL
#FOLLOWERS #HASHTAG
SECONDARY PERSONAS

62
SERENA CRISPI
THE FRIEND / RELATIVE
BLOGS / WEBZINES
• Grafigata
• Wired
• Tech Design
SOCIAL
• Youtube
• Instagram
• Pinterest
• Tumblr
NEWSPAPERS
• Domus
• La Repubblica
• Leggo
Aesthetics > Functionality > Quality
> Price > Ergonomics
Incentive
Fear
Achievement
Growth
Power
Social
Internet
Software
Mobile Apps
• Comfort zone
• Healthy diet
• Improving herself
• Going to exhibitions and events
• Experiencing new accesories
• Wasting time
• Illness and pains
• Not being satisfied
• Wasting money
Serena is a very active university student. The discipline she studies does not
give her much free time, so she has to plan her days accurately. During the free
time Serena loves to participate in cultural activities and events in which to meet
new people and see new products. Serena occasionally works as an assistant at
an architectural studio. Serena is quite active on social media and often shares
events and posts dedicated to her passions with her friends and relatives.
❝ Knowledge is a language
with ever new words ❞
UNIVERITY STUDENT
AGE 22
MILANO
#STUDY #RESEARCH
#HEALTHY LIFESTYLE #MUSIC
#AWARENESS #DESIGN
#ROUTINE
SECONDARY PERSONAS

63
GULIO MARTINI
THE BLOGGER
BLOGS / WEBZINES
• Djulio.com
• Ondalternativa.it
• Impattosonoro.it
SOCIAL
• Facebook
• Youtube
• Instagram
• Snapchat
NEWSPAPERS
• Rolling Stones
• Bologna Oggi
Functionality > Ergonomics > Price
> Quality > Aesthetics
Incentive
Fear
Achievement
Growth
Power
Social
Internet
Software
Mobile Apps
• Listening/play music
• Following trend
• Growing popularity
• Discover new experiences
• To be social
• Stay always connected
• Losing followers
• Planning activities
• Routine
• To be monotonous
• To be out of trend
• Waiting for a new album
Giulio is a young passionate blogger in the world of music. This passion prompted
him to open a music blog during high school that has enjoyed considerable success
among his peers and older people who share his passion. The peculiarity of Giulio’s
blog is that in addition to reviewing new albums in an engaging and fun way, new
accessories and products related to the musical world are reviewed. This guarantees
to his followers new contents and the opinion of the expert before the purchase. He
leads a sedentary life and moves just to wipe out necessary commissions.
❝ With music, any activity
becomes a pleasant experience ❞
BLOGGER
AGE 21
BOLOGNA
#BLOG #MUSIC
#REVIEWS #TOOLS #HASHTAG
#DISCOVERY #SOCIAL
#FOLLOWERS #SUGGESTIONS
SECONDARY PERSONAS

64
RICCARDO STECHER
THE HIKER
BLOGS / WEBZINES
• Meteo.it
• National Geographics
• Kickstarter.com
SOCIAL
• Youtube
• Instagram
• Facebook
NEWSPAPERS
• La Gazzetta dello Sport
• La Repubblica
• L’Adige
Ergonomics > Functionality > Quality
Incentive
Fear
Achievement
Growth
Power
Social
Internet
Software
Mobile Apps
• New achievement
• To be planned
• To be in contact with nature
• Experiencing new challenges
• Stay at home
• Time wasting
• To be sedentary
• Washing clothes after sport activities
• Not being satisfied
• Charging smartphone batteries
Riccardo is a lover of outdoor physical activity and of the place where he lives.
Every morning he wakes up at dawn to go walking in the mountains before going
to work on his business. Riccardo is a reserved and not very sociable person, he
loves being alone and in contact with nature. His passion is the long walks in the
mountains equipped with his backpack with the bare minimum. He loves health
and takes care of himself. He collects sports accessories that he buys after a
careful review of the reviews and comparing different products.
❝ Outdoor physical activity is
the catharsis of the soul ❞
ENTREPRENEUR (€€)
AGE 32
BOLZANO
#SPORT #SPIRIT
#HEALTHY LIFESTYLE #MUSIC
#ACHIEVEMENT #NATURE
#HEALTHY DIET #CHALLENGE
SECONDARY PERSONAS

65
USERS
Studying the user behaviour is a good way to develop an effective
promotional strategy for our product. Users describe the behaviour and
expectations of the personas related to a certain digital system in a
specific context and for a specific period of time. Every personas could
be translated into as many users as required as per the user scenarios
in question.

66
USERS
SOURCES AND INSPIRATIONS
In the social media platforms life facebook, we could see several
posts regarding posture correctors, here are a few sources of
inspirations for defining the users and personas.
Several posts from influencers could be found in the social medias.

67
USERS
SOURCES AND INSPIRATIONS
The posts connected to our other competitor also revolved around
the posts by influencers mainly.
It could be found while researching that the people who liked our
competitor liked pages in facebook like Ted, Udemy which are all
self education programs among the most common.

68
USER ANALYSIS
USER NEEDS AND CONVERSION GOALS
USER NEEDS
Buy a cool backpack
Would like some IOT fea-
tures in it.
A posture corrector which
is affordable and comfor-
table for thier teenager
Facebook
E commerce / amazon/
The North Face website
Review blogs
Purchase Postour through amazon/
A worth for money postu-
re corrector or reminder
Should make the teenager
wear it on a daily basis
Product website
Facebook page
Instagram
Notifications on the engaging games
updated by the backpack user in
instagram frequently
Easy sharing with friends
the cool music created by
themselves
Converting to small music
file and sharing it online
Application
Instagram
Snapchat
Use the commonly used hashtag
and upload the created music on
Instagram and snapchat.
Wanting their kids to not
have back problems in the
future
A posture corrector which
is comfortable for their
teenager
Facebook
E commerce / amazon/
Review blogs
Purchase the product, sign up, be
notified about progress of their child
through the online account.
Captivating games that is
interesting
A game which lets you
produce own music by
combining beats.
Application
Instagram
Snapchat
Play the exercise video and check for
updates. The number of times the
exercise video is played through the app.
Express their product
opinion to the world
Rating for the app and
comments
Application
Instagram
Product website
Rate the application
Comment with hashtag in instagram
Give review and feedback on the
website
FEATURES TOUCH POINTS CONVERSION

69
END BENEFIT
WHY SHOULD PEOPLE LISTEN?
Postour is to be marketed in the category of health and
fitness wearables and the main competitors identified are the
posture corrector devices, the ones with an application along
with it and the traditional posture corrector braces. The new
posture corrector devices with application is far ahead of the
traditional posture corrector braces because it is not really
restricting the bodily movement of the user but only trying to
remind and coach the user into developing a habit of better
posture. But there is no motivation or engagement of the user
for prolonged use of the product. The interest would fade out.
That is the difference of these products from Postour. Postour
not only acts as a posture correcting coach, by romptly
reminding the user to develop the habit of good posture, but
also it engages the user through gamification. The game part
or app and system part of the product will make sure the user
is having fun using the product and also let them share their
progress to the social media through the music they create
as part of the game. This ensures the continous patronage
of its users and actually promoting the healthy habit of good
posture in the young adults while they grow into adulthood.
USP
Empowering teenagers to have
right posture by engaging them
through gamification.

70
BRAND VALUES AND ADVOCACY
HOW SHOULD PEOPLE PERCEIVE POSTOUR?
EMPOWER
The North Face wants to connect more people to spent time
outdoors and having a better physical health through better
posture is empowering the youth. It is an awareness towards
their better fitness and wellbeing. Postour from The North Face
considers it their responsibility to empower the youth into having
a better lifestyle through good posture.
ENGAGE
The North Face was built on the love for exploration and hence
Postour as a product from The North Face wants their user to
explore their possibilites in using the product and engage them
thoroughly while using it. The product is aimed at teenagers and
we want them to be involved and interested in the product and
engage them so that they develop the good habit of better posture
into their adult life.

71
BRAND VALUES AND ADVOCACY
HOW SHOULD PEOPLE PERCEIVE POSTOUR?
PROTECT
The North Face considers it their responsibility to protect their
environment and so Postour would be made with sustainably
concious choice of materials. The idea is to have a healthier planet
and protect our planet.
INNOVATE
The North Fawce is a brand that has its own research and
development wing. Their ideal is to challenge self and bring out the
best self. They consider it their responsibility to bring innovative
and groud breaking ideas to engage, empower and protect.
Postour by the north face should be perceived as a brand that is concerned of the healthy lifestyle of its user,
to develop a generation of healthier beings, a socially responsible brand, not just as a commercial brand.

72
BRANDING
MISSION, VISION, PROMISE
VISIONMISSION PROMISE
The mission of Postour by The North Face is to
empower the youth by cultivating a healthier
lifestyle in them starting from making the habit of
a better posture in a fun way.
A world where more younger generation are
engaged in a healthier lifestyle and working for a
healthier environment.
Younger generation to develop a healthy posture
into their adulthood

73
BRANDING
LOGO
COLOR: #EC7953
Posture combines the extreme challenges that the brand
represents with the everyday challenges that the product
want to tackle. As analyzed the social media section, TNF is a
brand that talks through sports, challenges and sponsors.
The product is never displayed directly but rather becomes
a part of the scenery and indirectly represents the task of
achieving the challenge. The North Face product is placed
in the extreme contexts of life or death adventures, where the
user brings with him TNF as a means to survive. Thus Postour
fits into everyday challenges and becomes an indispensable
object of comfort for the user.

75

76
GOAL
STRATEGY AND PROMOTION
TheonlinepresenceofourdirectcompetitorslikeLumoLiftand
Upright Go are very meagre especially in the social media like
Facebook and Instagram. We would like to increase the brand
awareness online and also make a campaign for developing
healthy posture habit from the young adults. We would like to
develop ourselves in the social network as a brand promoting
healthy lifestyle in a fun and engaging way. We would want the
gamification part of our service as the channel for connecting
to more young users.
The campaign should be concentrated on increasing the brand
presence in social media and as a brand interested in the good
health of its users.

78
DURATION
Our main target is young adults and so we have choosen
to start our product campaign from the beginning
of summer, the reason being, this is the time the
vacations start and the targeted users would be more
free and this is the time they develop the decision of
buying what backpack for their next academic year
which would be from Sept/ Oct.
Also we have decided the summer is the best time
for sponsoring outdoor events and promoting non
profit organizations as a PR strategy. The incentives
like giftcards for promoting earned media, in our case
giftcards for sharing best music mix created through
our app could start from a month after the product
reaches the market to 5 months from then.
In general the promotion duration of a brand depends
on the location and type of people we are catering to
and the kind of product that is being promoted.For our
product we have considered two kinds of duration.
In this the presence should be felt through the
commonly used social media platforms and also
as advertisements.
Making a strong presence in the commonly used
social medias. Updating the Postour application
has to be done and the new features should be
shared by the users themselves.
Initial Brand Awareness
last over 1 year
1 Year
3 Year
Promoting Brand Values And Advocacy
1.5 years to 2 year

79
DURATION
July
7
Website
Giftcards For Music
Paid AD Online
Sponsoring Outdoor
Events
Promotional Video
Funding Non Profits For
Sustainability
Social Media Pages
Update
Nov
11
March
3
Sep
9
Jan
1
May
5
Aug
8
Dec
12
April
4
Oct
10
Feb
2
June
6

80
MEDIA MIX
WEB MARKETING
OWNED PAID EARNED
SOCIAL MEDIA
STRATEGY
DIGITAL PR
TNF website Google ads Product review blogs
Brand review blogs
Youtube reviews
Youtube reviewsTNF Youtube channel
Ads online
Ads on social
media
ebags websiteZappos website
TNF official pages on
social media
TNF blog-
neverstopexploring.com
Funding non profits for
sustainability casuese
Sponsoring outdoor
events
Giftcards Hashtags, instagram
feeds
Review post on
facebook, instagram

81
EXTREME AND DAILY CHALLENGES
PROMOTIONAL VIDEO
COHERENCE, LANGUAGE AND CHALLENGES
Posture combines the extreme challenges that the brand
represents with the everyday challenges that the product
want to tackle. As analyzed the social media section, TNF is a
brand that talks through sports, challenges and sponsors. The
product is never displayed directly but rather becomes a part
of the scenery and indirectly represents the task of achieving
the challenge. The video captures the user’s attention towards
a mysterious daily challenge. The North Face product is placed
in the extreme contexts of life or death adventures, where the
user brings with him TNF as a means to survive. Thus Postour
fits into everyday challenges and becomes an indispensable
object of comfort for the user.

82
INSTAGRAM
Instagram is not used as a catalog of photos of products, but
experiences, challenges of the most courageous sponsors are
collected like a diary.
FACEBOOK
As seen in chapter 1, The North Face, as Patagonia is a brand
focused on the vision that highlights the contexts rather than the
products. On social networks, nature, sponsors and health become
the focus of marketing campaigns. The product becomes part of
the scenography and not the object.
SOCIAL MEDIA
PROMOTION

83
EARNED MEDIA
ADVERTISING, EVENTS, BLOGS
DOCTORS / SPECIALISTS
Professor Cioni consults scientific journals
to keep up to date and get to know new
technological innovations.
STUDENTS / PUBLIC
Serena watches video-reviews of her favourite
vlogger. An opportunity to discover new products
and new experiences.
FOLLOWERS / READERS
Claudia follows some pages on technology and
innovation on social networks. Through youtube
she knows new products and can share her
interests.

84
OWNED MEDIA
WEBSITE, EVENTS, STORES
ATHLETES / HIKERS
Professor Cioni consults scientific journals
to keep up to date and get to know new
technological innovations.
INFLUENCERS / BLOGGERS
Willwosh participates in TNF exhibitions.
An opportunity to discover new experiences and
to get some materials for his vlog.
TEENAGERS / CUSTOMERS
Paolo visits TNF Store in the freetime and he
searches for a product that matches with his
interest.

85
THE NORTH FACE CATALOG
PRODUCT DETAILS

86

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