Marketing Management and Digital Marketing

This report discusses the marketing mix strategy for Motiv, a personal technology brand that makes devices to fit seamlessly into lives. It includes a situation analysis, segmentation, targeting, and positioning strategies, financial and marketing objectives, and more.

Running Head: MARKETING MANAGEMENT AND DIGITAL MARKETING 0
Marketing management and digital marketing

MARKETING MANAGEMENT AND DIGITAL MARKETING 1
Executive summary
In this report, the marketing mix strategy of Motiv is made which is a personal
technology brand monitored on making devices that fit seamlessly into lives. A better
understanding is needed of the business environment so that the company can penetrate the
market in an effective way. Motiv Company identifies and analyzes the significant marketing
objectives to attain their short-term goals and targets. The effective use of the e-commerce
channel can also help the company in reaching its targeted segment.
In this report, the situation analyses is also made with the effective segmentation,
targeting and positioning strategy.

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Table of Contents
Introduction.................................................................................................................................................3
Situation analysis.........................................................................................................................................3
Problem and Opportunity statement..........................................................................................................4
Segmentation, targeting and positioning....................................................................................................5
Potential segmentation strategy.............................................................................................................5
Marketing and 3 financial objectives...........................................................................................................7
Marketing objectives and goals...............................................................................................................7
Financial objectives and goals.................................................................................................................7
Formulation of marketing mix strategy.......................................................................................................8
Budget allocation for a promotional mix...............................................................................................10
Conclusion.............................................................................................................................................11
References.................................................................................................................................................12

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Introduction
Motiv is a personal technology brand monitored on making devices that fit seamlessly
into lives. These personal fitness trackers monitors the individual heart rate, sleep and steps
counter with the aim to enhance the people life in a better way. The company is forward thinking
group with backgrounds that conduct carry deep in software, hardware, design and data science
and many of their team members are come from different background and organizations like
Apple, CISCO and Fitbit. This gives them a superior advantage in building amazing products
and experiences. The company shares a commitment to generating ample solutions that connect
the human body with unique and innovative technology in an effective way. They also looking
for various effective e-commerce and digital solutions so that to reach to their target market.
Situation analysis
A better understanding is needed of the business environment so that the company can
penetrate the market in an effective way (Chi, Kilduff & Gargeya, 2009). This business
environment includes various internal and external factors help in understanding the firm
capabilities. The situational analysis also includes both macro and microenvironment factors.
 Customers – Customer of this product purchase due to many of the following factors like
convenience, customization, social trends, and it is important for the company to
understand these needs in an effective way. Some of the behavioral aspect also lead the
customer in buying this product. These customers include any individual whether a boy,
young age individual or employed person. There is no entry barrier in the market that
makes the company to focus more on the quality of the product.
 Competitors – In this fitness band industry, there are various competitors present in the
industry. These include –
 YMCA – This Company target low-income people who are looking for the
affordable fitness device. In addition, the company provides more features in the

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reasonable prices and this is the reason that they have huge customer database.
(Sanders, 2008).
 Basic Fit – In the European market, this is one of the market leaders. The company
provides membership plans to the company at various affordable prices. They also
have around 560 clubs including 1.7 million members and around 3,500 employees
to serve their users in an effective way. They are also equipped with the high
quality fitness technology and have collective family passes.
 Redbrick Health – The major focus of this company is providing health
management services. The company focuses on the wellness of the customers and
also offering several health initiatives. They also have a self-made health service
app, which gives the real time data to the user, and thus enhance customer
satisfaction.
 Huami – It is the biometric type company, which offers various services in the
smart wearable devices. Xiaomi is also their sole partner for the wearable products.
Huami provide the users a comprehensive view with the significant analytics.
 SWOT –
This help the company to find out internal and external business environment of the
company. It stands for Strength, Weakness, Opportunities and Threats (Helms & Nixon, 2010).
Strength and weakness represents the internal environment of the business enterprise whereas
opportunities and threats represents the external environment.
 Strength – Motiv devices are small in sizes which make easy wearable to
the user. They also gives superior experience with the help of internet
connection. This makes them in bringing a huge customer database.
 Weakness – The profit margin is low and even the prices is high. The
company need to make balance between these both aspects. The market
coverage of their product is low and limited to several nations only. The
company does not have a rigid demand.
 Opportunities – In the external market, there is a rapid change in the
advancement of technologies, which leads in the creation of unlimited

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opportunities for the both established and new business. Company can
also take benefit from the change in the social trends and the consumer
behavior. The health issue force people to change their lifestyle and this
can be proved to be an opportunity for the company.
 Threats – The personal data is at risk while using these devices. This raise
a security issue to the public and thus company need to ensure that they
will clear out all benefits and futures before the launch of the product to
the public.
Problem and Opportunity statement
This statement includes various challenges faced by the Motiv Company. In the present
scenario, the company is facing issues regarding the GPS, waterproofing and third party app
experience. The internal design team is not making much effort and faces challenges from the
other industry players. Recently, the chief executive of the company also states that they can
launch an own app store in the near future but currently they are focusing on making tie-ups with
several key partners.
Motiv find various opportunities in the market in the form of advancement in technology
by which they can make other wearable products also like bracelets and hand bands. In addition,
they can also launch smart band, which will help them in gaining a greater market share.
Segmentation, targeting and positioning
Potential segmentation strategy
Segmentation is a process of dividing the entire market into the groups of people who
have common goals and needs (Füller & Matzler, 2008). It permits the company to modify the
approach to meet the wants and requirements of the customers in the global market.
Segmentation strategy also provides a huge benefit over competitors who use “one size fits all”
approach. The company can use ample ways to segment its target market. Motiv divides its

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market on the basis of four major areas that have been discussed below. The tracking technology
of their rings are also not much accurate and Motiv is continuously trying to improve their
hardware so that the customer can measure everything easily and accurately.
Demographic: The Company need to on the marital status, gender, age, ethnicity, education and
sexuality to capture entire target audience. The firm provides its services and products at
reasonable prices in the market (Puhl, Andreyeva, & Brownell, 2008). Motiv offers healthcare
cost management program to increase and enhance the productivity and efficiency of the
workers. Along with this, it is also working to improve and enhance the marketing strategy for
maintaining its customers widely.
Geographic: In this segmentation, the company can divide its market on the basis of country,
neighborhood, state, city and region. It will help to attract and retain a maximum number of
customers in the global market (Tkaczynski, Rundle-Thiele & Beaumont, 2009).
Psychographic: It has been noted that Motiv needs to focus on the values, lifestyle, personality
and risk aversion to gain competitive advantages in the international market. In today’s era, new
and innovative technology is required to survive life happily and without any stress (El-Amrawy
& Nounou, 2015). Motiv ring is always ready for a dip whenever people are. Psychographic
strategy is essential to identify and analyze the needs, lifestyle and choices of the customers for
maximizing and enhancing the sale and revenue in the competitive market.
Behavioral: This strategy helps to know and identify the behavioral aspects of the customers.
These behavior aspects based on various occasions, benefits sought, loyalty and channels. This
strategy helps in understanding about how to use motive ring, and what kind of benefits
customers can get in today’s modern world. By using this strategy, Motive can maximize
revenue and returns in the marketplace.
Targeting: It is significant strategy helps in deciding that which market segment most attractive
and unique. The main target market of the company entails those people who are more dedicated
towards their fitness and health. These people can use motiv ring products to make their life
more energetic and happy. It today’s modern world, the firm is putting ample of efforts to make
products attractive and unique globally. The main partners of the firm include B8TA and
Amazon (Bergemann & Bonatti, 2011). Ample of marketing strategies and approaches are used

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by the company to encourage the products and services globally. Apart from this, Motive ring
target market is young people who between the age group of 25 to 35 years. Motiv ring is a smart
ring that could be used by a person to manage and track fitness related factors such as heart rate
and sleep and some others. This ring can be used and worn easily without any scratchy. Along
with this, the battery backup of this motiv ring is also strong and unique. Therefore, it can easily
attract youngsters in the competitive market. This ring inspires and encourages people to meet
their goals and objectives and further it provides excellent knowledge about health and body of
people. Thus, this ring can be used by an adult also in the global market. Activity tracking,
editing and adding a system in this motive ring to make unique and dynamic from others.
Positioning: Positioning strategy is one of the significant strategies that can be used by the
company to penetrate the target audience globally. Motiv ring is the first highly advanced and
effective wearable device that changes the way people analyze activity and sleep. Aside from
this, this ring is suitable in any circumstances and it also helps in attracting a wide range of
customers internationally. Positioning is strategy to position the target audience in the global
market. It has been found that Motiv ring should use product positioning strategy beat the
competitors and to make a dynamic image in the minds of the customers widely. By using a
product positioning strategy, Motiv can differentiate its products from the competitors.
Marketing and 3 financial objectives
It is noted that the company is not working under a big brad. Thus, a proper and effective
planning is needed to meet the long-term goals and objectives globally. The marketing and
financial objectives for motiv ring have been discussed below.
Marketing objectives and goals
Motiv Company identifies and analyzes the significant marketing objectives to attain their
short term goals and targets (Khazanchi, Lewis & Boyer, 2007). The three main objectives
include the following:
 By collaborating up with the biggest brands in the market.

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 To improve and enhance the products internationally.
 To focus and identify more and more potential customers.
The goals of Motiv ring have been discussed below.
 To track more activities related to fitness and health.
 To attract more and more target audience by providing innovative and unique products
for their fitness and health.
 To make product is more wearable and dynamic. In today’s era, the company is striving
to increase and enhance the product capabilities and rendering value that is more
meaningful to the users.
Financial objectives and goals
Financial objectives and goals are essential to attain long-term mission and vision. There
are made in the light of the business strategy. Effective business plans include the financial
objectives like maximization of profit by a respective percentage from the previous year, and
eliminating the debt by curtailing expenditures.
The main objectives include the following –
 To generate more revenue than the previous financial year.
 To provide more dividend to the shareholders.
 To analyze the most effective source of raising the finance.
The goals of Motiv ring are as discussed below.
 To enhance the shareholder value.
 To use the best and effective financial tool for analyzing the demand and supply in the
targeted segment.
 To make the brand financially strong.
Formulation of marketing mix strategy

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It includes the developing of the four main areas of marketing approach – Product, price,
place and promotion.
 Product – Their core product is Motiv Band. Along with the product, the important
features come with the watch are sleeping tracker, watch, notification tracker, calories
counter and distance counter. It has also many product lines. The branding and packaging
of Motiv Band are also very simple which actually gives a clear glimpse of the watch. On
the outside packaging, it reveals the real benefit that why should the user purchase the
watch.
 Pricing – The Company is providing superior quality product at a low price. The price of
Motiv Band is logically positioned and this is the reason that why it is competing with
major brands and gaining the market share. They always keep their products at a
competitive price. For example, the base model of their watch goes outdated, the
company launch new and innovative product at a higher price with same new technology
according to the popularity and demand. The price may fluctuate due to the advancement
in the technology and the real strategy of the company lies here only – how the company
use those new technologies within their products.
 Place – Considering the place, the company always try to sell their products in the online
e-commerce market so that customer can get the products at a lower cost due to the
cutting in the cost of the middlemen i.e. distributors and retailers. They also have a
partnership with various offline dealers, which may help the company to reach the
physical stores for selling their products. This will be benefited in those areas where
people lack internet connectivity or they are not that much literate of purchasing any
product online.
 Promotion – The Company uses the tools of digital marketing in order to advertise or
promote their products (Tiago, & Veríssimo, 2014). Before the sale, the company create a
buzz in the public with the help of social media sites like Facebook, twitter and Google
plus. The company also incorporate various commercials and advertisement through
online websites and videos. The company also do various interactions with the
participation in various events, college campuses so that to reach to the broader audience.
They also launch various interactive campaigns like “but the Motiv Band and get 10$ off
on Aria Scale”.

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Budget allocation for a promotional mix
Promotional Budget
Item Price(excl
GST) GST Price (incl
GST)
Total
Budgeted
Value
Website 1500 $150.00 $1,650 $1,650
Banners 250.00 $25.00 $275 $275
Social media $550 $55.00 $605 $605
Search engine
optimization 800.00 $80.00 $880 $880
E mail marketing $600 $60.00 $660 $660
Flyers $300 $30.00 $330 $330
Retail advertising $400 $40.00 $440 $440
TOTAL $4,400 $440 $4,840 $4,840

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Conclusion
It can be concluded that Motiv Company needs to use effective digital marketing tools to
further reach their targeted segment. There are various major players in the market which gives
tough competition to the company in terms of features, products and prices.
The company should also focus on the diversification of their products like smart watches
and bracelets, as this will help them in getting a bigger market share. They should also
incorporate health tracking feature connection with their devices where the customer can get the
real time data.
To gain competitive advantage, Motiv Company needs to use disruptive technologies so
that the customer needs can be fulfilled and there will be more satisfaction than expectation. This
will make the customer feel delighted and thus the long-term vision of the company can be
fulfilled.

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References
Bergemann, D., & Bonatti, A. (2011). Targeting in advertising markets: implications for offline
versus online media. The RAND Journal of Economics, 42(3), 417-443.
Chi, T., Kilduff, P. P., & Gargeya, V. B. (2009). Alignment between business environment
characteristics, competitive priorities, supply chain structures, and firm business
performance. International Journal of productivity and performance management, 58(7),
645-669.
El-Amrawy, F., & Nounou, M. I. (2015). Are currently available wearable devices for activity
tracking and heart rate monitoring accurate, precise, and medically
beneficial?. Healthcare informatics research, 21(4), 315-320.
Füller, J., & Matzler, K. (2008). Customer delight and market segmentation: An application of
the three-factor theory of customer satisfaction in life style groups. Tourism
management, 29(1), 116-126.
Helms, M. M., & Nixon, J. (2010). Exploring SWOT analysis–where are we now? A review of
academic research from the last decade. Journal of strategy and management, 3(3), 215-
251.
Khazanchi, S., Lewis, M. W., & Boyer, K. K. (2007). Innovation-supportive culture: The impact
of organizational values on process innovation. Journal of operations
management, 25(4), 871-884.
Puhl, R. M., Andreyeva, T., & Brownell, K. D. (2008). Perceptions of weight discrimination:
prevalence and comparison to race and gender discrimination in America. International
journal of obesity, 32(6), 992.
Sanders, M. E. (2008). Activity: Fit It In Ideas from ACSM's Health & Fitness Summit &
Exposition, 2008. ACSM's Health & Fitness Journal, 12(6), 33-36.

MARKETING MANAGEMENT AND DIGITAL MARKETING 14
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why
bother?. Business Horizons, 57(6), 703-708.
Tkaczynski, A., Rundle-Thiele, S. R., & Beaumont, N. (2009). Segmentation: A tourism
stakeholder view. Tourism Management, 30(2), 169-175.