Marketing Strategy for Motiv Ring: Potential Market Segment, Objectives, and Mix

This report discusses the marketing strategy for Motiv Ring, including potential market segment, target market and positioning, marketing objectives and goals, financial objectives and goals, marketing mix, and proposed implementation.

Running head: PROJECT MANAGEMENT
PROJECT MANAGEMENT
Name of the Student
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Author Note:

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Executive Summary
The following report is all about product and services in Motiv ring organization. The report
highlights the current environment of this organization. A proper discussion has been provided
on the potential market segment of the organization. The report highlights the target market and
its positioning. Various marketing goals and objective of the company has been highlighted in
the coming pages of the report. Financial objectives along with goals have been provided. An
idea has been provided regarding the marketing mix and its application. After that, a discussion
has been provided with respect to market strategy of proposed implementation.

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Table of Contents
Introduction..........................................................................................................................3
Discussion............................................................................................................................4
Problem Statement...........................................................................................................4
Potential Market Segment................................................................................................4
Target Market and Positioning........................................................................................5
Marketing objectives and goals.......................................................................................6
Financial objectives and goals.........................................................................................7
Marketing Mix.................................................................................................................9
Marketing Strategy and proposed implementation........................................................11
Budget allocation for promotion mix............................................................................12
Conclusion.........................................................................................................................13
References..........................................................................................................................15

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Introduction
In the year 2013, Motiv organization was founded which has its headquarters in San
Francisco, California. Michael Strasser is the Chief Executive officer of this organization. This
organization is a private and independent which tends to operate in various industry sector of
healthcare(Huang & Sarigöllü, 2014). Motiv ring can be used for fitness, sleep tracker and lastly
heart rate. The organization focuses designing and developing wearable rings which are based
on technology. It is considered to be a first organization which is needed for fitting an optical
heart rate sensor is the size of the ring. The ring has been built in such a way that it can easily
synchronize the mobile phone in the background. It generally has a minimum impact on the
mobile phone and battery of the ring. Ring has been designed in such a way that it can monitor
activities, heart rate,and human sleep (Datta, Ailawadi & van Heerde, 2017). The product has
been designed more especially for the finger of customer. The given product is unique in nature
as it is durable in nature and comes up with battery life of 3 days. The product can do range of
activities like proper tracking, editing and adding which is available in the mobile platforms like
iOS and Android.
In the coming pages of the report, an idea has been provided regarding potential market
segment of this organization that is Motiv. After that, a discussion has been provided on target
markets and its positioning. The marketing objectives and goals of the organization have been
provided in details. Apart from this, financial objectives and goals have been discussed in details.
An overview has been provided regarding the market mix which can be applied to this
organization. The market strategy of given implementation has been provided in details.

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Discussion
Problem Statement
Wearable industry has grown a lot in the last few years, but many customers around the
globe are complaining about the issues with various fitness tracker. Some complaints are
registered due to discomfort and the unattractiveness of the band (Fan, Lau & Zhao, 2015). There
are large number this fitness tracker like steps, battery, comparing and lastly calorie. This data
provided by Motiv ring is not fully accurate. This little device many fails to count all the steps of
the individual. So the users cannot fully depend on the data provided by this device. Motiv ring
is a smart brand which is electronic and so it needs to be charged on regular basis. If anyhow the
user forgets to charge, then he will not be able to use it.
Potential Market Segment
Vision: The organization has a wide of range of experts. The vision of this organization
is to bond the people together as they are moving towards a common goal.
Mission: The organization that is Motiv is very much passionate about all the product
and its price (Shaw, 2016). All the thing which is done by this organization helps in having a
better understanding of its effect on its customer.
Target market and analysis of Customer
Target strategy is all about recommending to have selective marketing in places where
Motiv ring can easily have the platform to give a differentiated model that is health benefits and
various features.
The main targeted customers are middle and upper class of the society. The customers are
expected to go for this product as it provides a large number of benefits (Hanssens et al., 2014).

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The targeted customer will be of age 20-60 where the ultimate target will be on sportsman and
health conscious people.
Divergence of preferences: Proper awareness among consumers is known to be an
important factor which has taken place due to exposure of media and education within certain
domain (Khan, 2014). With increase in demand for healthy lifestyle, various people inclusive of
sportsman are emphasizing on increasing the use of this fitness band.
Structure of Industry: Intensity of competition is not that much high and there can be
upcoming barrier. The whole process can be complex and delicate in nature and it can cause
tremendous effect to crunch the middle size organization.
Competitive advantage: In the domain of fitness ring, proper competitive advantage can
be obtained with the help of proper distribution and efficient marketing.
Target Market and Positioning
Motiv target mainly targets sportsman and other citizen who are between age of 20 to 60.
This ring can be bought by people who income more than average (Lee, Kozlenkova &
Palmatier, 2015). Apart from this, mostlytech-savvy people are merely interested in this ring.
Most of the inactive people tend to be active and have motivation. It is in high demand among
people who get back in proper shape. Various athletic wants to track down the data.
The main notion of this Motiv ring organization is all about increasing awareness of its
product and services (Alabdulkader et al., 2017). The organization wants to be a market leader in
this industry. They generally target the young women who are between age of 18 to 34 and men
who are between age of 18 to 50. The organization is planning to add some more features like
camera and linking to some of the social platform like Instagram, Twitter and lastly Facebook.

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Apart from this, the organization is planning to personalize various kinds of option for this
brand.
Marketing objectives and goals
As the organization, Motiv ring is emphasizing the gain towards the target audience this
sportsman. Motiv ring comes up with three marketing objectives which the organization will like
to focus.
 The organization is focusing to increase the target market of sportsman by 15% within
the upcoming years. A proper action plan should be there for achieving the goals, Motiv
ring emphasizes to arrange certain campus in the country (Burns, Bush & Sinha, 2014).
Along with this, it is emphasizing to provide offer on certain products. Motiv ring is
planning to arrange some event based known as “carnival wheel” and each portion is
emphasizing on promotional deal like 30% of Motiv flex and secondly offering 50%
discount on certain number of products.
 Motiv ring will allow the sportsman to easily avail the gym across the various
organization which is needed for easy access (Marinescu, 2018). For Motiv ring to
achieve the various objectives, the action plan will be for the organization to easily
develop a proper sales pitch for gym management to understand the selling of Motiv
product in their gym.
 As an organization, Motiv is planning to be top in the domain of fitness tracker in various
sportsman and the following brand to easily gain name and fame (El Ghamrawi, 2018).
Action plan of Motiv for the given object will be providing some offers for gym members
(when buying in any retail organization, it is important for sportsman to buy it at
discounted price). At the time of purchasing through online mode, sportsman should

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place by the official email id of the gym as it will help them avail certain amount of
discount on various products.
Financial objectives and goals
Financial objectives emphasize certain number of objectives which will help the
organization that is Motiv ring for gaining profit (Cucui & Cucui, 2017). It generally emphasizes
on certain number of mission and vision which is needed for long term. Financial objective
emphasizes certain number of outcomes which comes up with good cash flow, growing worth,
dividing growth and lastly appreciation of stock price.
There are large number of financial objectives of Motiv like
 Increase or Growth in revenue
 Increase in earning
 Increasing the profit margin
 Expected high return on capital investment
 Diversification of revenue base
The following table shows the marketing and financial objectives of Motiv ring such as:
Objectives Description
Specific To sell of more fitness tracker devices located into malls to
take advantage of effects of healthcare that will happen in the
city
Measurable To increase the target market of sportsman by 10% within the

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upcoming years
Attainable To achieve of 35% increase into sales by end of this year
Relevant To increase market share of the company by 10% by
manufacturing of more fitness tracker devices by end of this
year and take advantage of increase into consumption
generated by the healthcare
Time-based To increase revenue by 35% within 1 year by end of 31St July
2019
MOI: To increase of sales and profit by 10% so that there are 5% increase of market
shares of the company. The company wants to attach 200 new customers with increase of 5%
ROI in California by 31st July 2019.
MOI= to increase * by 10% in California by 31st July 2019.
Motiv is very much focused to easily sustain and improve the overall strength and long-
term position which is obtained through proper customer value. Strategic objective emphasizes
on gaining market value or innovation related to product (Robinson, 2015). Apart from this, the
organization emphasizes achieving some lower cost in comparison to rival costs and gaining
competitive advantage on certain product. Financial objective emphasizes on having some
additional market and gaining strength for organization to long-term position. The internal
objectives of the organization emphasize on a certain number of business process which aims in
creating better customer value and satisfaction among people. The internal objective of the

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organization emphasizes maintaining core competencies in Motiv (Petričković, 2014). The
objective of the management emphasizes on certain number of functional process or activity
within an organization like research and development, customer service, production and another
kind of activities within the organization. The operation activity of the organization that is Motiv
emphasizes the organization with certain units in the business and performance of some of the
operating task.
Marketing Mix
A marketing mix can be easily defined as 4P classification which is needed for the
development of proper marketing strategy (Jha et al., 2016). The four Ps in marketing mix are
product, placement, promotion and price. Based on the type of the industry, the target plan of
marketing plan, various managers can easily take necessary step for approaching each of the four
Ps.
The ultimate goal of marketing mix is to make the customer of this Motiv ring is to make
the customer aware of this product. Utilization of this model emphasizes the marketers to each
reach the level of their advertisement (Tiago & Veríssimo, 2014). A proper marketing mix will
help the organization like Motiv to easily take strategic decision at the time of launching new
products or even making modification of products. Although the four Ps in each of the cases are
independent of one another they are dependent each other in most cases.
Product: It refers to certain number of certain number of service or item which has been
designed for satisfying the need of the customer.

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Price: It is respect to the selling price of the products and focuses on the amount which
the customer is willing to pay (Paniagua & Sapena, 2014). Various marketing professional takes
into consideration which is related to development and research.
Place: It emphasizes on distribution of product which is to be sold. Proper consideration
of the kind of product is useful in analyzing the certain area of distribution (Jobs & Gilfoil,
2014). As Motiv ring is premium consumer product it will be available in some of the selective
zones.
Promotion: It refers to proper kind of marketing campaign which is known to be
marketing mix and used for promoting a product. Some of the promotional activity refers to
sales, promotion and lastly selling of product.
Fig 1: 4P of Marketing Mix
Source:

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Marketing Strategy and proposed implementation
Both the aspects that is implementation and managing a marketing strategy is vital for
organization like Motiv ring (Todorova, 2015). It requires development of a plan and promotion
of organization product and its service in proper way. Organization like Motiv ring can easily
make use of resources which is given small business administrator for ensuring the adaptation of
proper strategy for this industry. It aims in providing proper kind of marketing funding which
makes use of proper tips and techniques for gaining customer.
Analysis: Various successful managers can easily analyze the market of different product
and service (O'Cass & Heirati, 2015). A proper kind of research needs to be done by the help of
Hoover website which helps in having an insight and analysis of the competition. A proper
marketing strategy can easily make use of information for building the presence of brand.
Customers: Various marketing managers can easily gather information about the
prospective of the customer (Petričković, 2014). The marketing professional can easily conduct
some kind of online survey and focus on analyzing the buying preferences, goals and lastly
financial service.
Management: For managing the proper marketing strategy can be easily done by the
help of successful marketing and managing the results (Jha et al., 2016). Marketing
professionals can easily have campaign which is required for having survey regarding the
advertisement. The development of a proper catalog helps in providing a better customer base.
Customer focus: By emphasizing on the effort for maintaining the customer base, an
organization can easily save huge amount of money. A proper considerable effort is needed for
winning the business. Organization like Motiv ring can easily provide some better kind of

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customer base and support for ensuring customer return which is required for buying some of the
additional products and services.
Budget allocation for promotion mix
Promotion mix can be easily defined as various kind of tool which is needed by business
for creating, maintaining along with increasing demand for various products and services (Tiago
& Veríssimo, 2014). The fourth element of Marketing mix is all about promotion which
emphasizes building awareness among customers. There are several tools which can be used for
promotion of objective of the firm. Promotion mix comprises of five type of elements that is
advertisement, public relation, sales promotion, direct marketing and lastly personal selling.
Advertisement: The overall advertisement of the organization is considered to a larger
subset along with proper marketing budget (Paniagua & Sapena, 2014). It is considered to be
section of sales and marketing effort. Money which is spent on advertisement is considered to be
important for building the whole business. Currently, the digital marketing strategies like social
media can easily play a key role in overtaking the traditional form or method of advertisement.
An emphasis should be given social media at the time of establishing communication with the
customers.
Sales promotion: This is considered to be a proper method which can be used for buying
various products and services (Jobs & Gilfoil, 2014). Sales promotion are considered to be vital
in the domain of service industry as various people are not willing to pay the full price during the
vacation.
Public relation:Organization like Motiv ring require public relation but in many cases,
they can easily overlook with certain number of associate which can easily affect any

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organization. A better public manager is required by a business which is needed for handling the
business which should be dynamic to handle both the situation that is positive and negative.
Direct Marketing: It generally makes use of certain number of technology which is
needed for targeting the client (Todorova, 2015). Various organization like Motiv ring can easily
make use of email for providing special deals to client.
Personal Selling:It is considered to be as one of the best tools in promotion mix (O'Cass
& Heirati, 2015). It is considered to be effective in nature as it is very much helpful in building
relationship between client and employee of Motiv ring.
Conclusion
From the above discussion, it can easily be concluded that this report is all about Motiv
ring organization. Motiv ring aims in integration of customer life as it provides with custom fit,
comfortable, stylish and durable. It comes up with high competition in the market just because of
its best benefits. The organization is very much focused on making use of advantage due to
emergence of development of technologies. The firm has well established itself in the industry
due to disposal income of different customer along with focusing on nutrition and fitness. Motiv
encounters different kinds of threats just due to unstable business environment. Classification of
high can be easily carried out due to highly competitive, changes in regulation, uncertainty in
economy. After that, a discussion has been provided on potential market segment of this
organization. An idea has been provided regarding target marketing and its positioning. In the
above pages of the report, an overview has been provided regarding marketing objectives and
goals. A concept of marketing mix and its application of proposed implementation has been

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provided in given in details. The report also highlights the budget allocation for promotion mix.
The last section of the report mainly deals with budget allocation for promotion mix.

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