REAL WORLD APPLICATION QUESTION #1 (20 pts.)

Peloton, the fitness company famous for its at-home bike and streaming classes, is planning a new marketing campaign to entice more customers to buy their bike and subscribe to their fitness classes.The marketing team has done some research and found that their target customer thinks that cycling is just an okay exercise, but that the same target customer thinks other people are super into cycling these days.The marketing team also found out that their target customer tends to listen to their own gut instinct when making decisions as opposed to giving much weight to the opinion of others.In fact, when asked, the customers said they pay attention to themselves about 90% of the time and only listen to others' advice about 10% of the time.

BBI = (w₁)*(A_behavior) + (w₂)*(SN)

Using the Behavioral Intentions Model, which of the following variables represents the information that "their target customer thinks that cycling is just an okay exercise"... (1 pt.)

• w1
• A_behavior
• w2
• SN

Using the Behavioral Intentions Model, which of the following variables represents the information that "the same target customer thinks other people are super into cycling these days"... (1 pt.)

• w1
• A_behavior
• w2
• SN

Using the Behavioral Intentions Model, which of the following variables represents the information that "customers pay attention to themselves about 90% of the time"... (1 pt.)

• w1
• A_behavior
• w2
• SN

Using the Behavioral Intentions Model, which of the following variables represents the information that customers "listen to other people's advice about 10% of the time"... (1 pt.)

• w1
• A_behavior
• w2
• SN

Based on the information provided above, what you would suggest Peloton should do in a marketing campaign if the goal is to shift w1 and w2 so that the overall Behavioral Intentions Score would be higher?Be specificin the kind of message, language, visuals, etc., you would encourage them to do given this strategic goal. (4 pts.)

Based on the information provided above, what you would suggest Peloton should do in a marketing campaign if the goal is to change A_behavior so that the overall Behavioral Intentions Score would be higher?Be specificin the kind of message, language, visuals, etc., you would encourage them to dogiven this strategic goal. (4 pts.)

Peloton's marketing research found that its target market fits into several subcultures:

• Age (25-40 years old)
• Geographic (mostly urban, city-based)
• Lifestyle (healthy eaters, work long hours, balancing family/work)
• Family Life Cycle (Baby Chicks Stage; have young kids; trying to be good parents)
• Socioeconomic Status (Upper-Middle Class, Graduate Degree, $100,000+ income)

Based on this research, think about the subcultural elements the target market is likely to identify with and relate to.That is, what are some rituals,traditions, symbols, and language/words likely to resonate with this particular target market?List some ofyour thoughts in the box below... (4 pts.)

Now it's time to be creative: using the subcultural elements you just listed in the previous question, come up with a marketing execution(e.g., print ad, social media campaign, television/web commercial, promotion) that would appeal to Peloton's target market and (hopefully) get them to purchase a Peloton bike.What would your message to these customers be?What visuals would accompany that message?(4 pts.)