MRKT20052 Motiv Ring Marketing Plan Presentation - Term 2 2018

This presentation provides a marketing plan for Motiv Ring, a stylish fitness tracker. It includes a situational analysis, segmentation, targeting, and positioning strategies. The presentation outlines marketing and financial objectives, along with a marketing mix strategy encompassing product, price, place, and promotion, including social media. Budget allocation is also discussed. The plan aims to enhance demand, increase market share, and build brand value for Motiv Ring in the competitive fitness tracker market. Desklib is a great resource for students looking for similar solved assignments and past papers.

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Marketing Management and Digital Communications

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Executive Summary
Purpose of marketing plan is to launch a new product or existing product in the existing or in the
new market with the objective of spreading awareness amongst the target audience. This helps
the organization to generate demand amongst the target audience along with generating multiple
opportunities for the organization to avail in order to gain competitive advantage along with
satisfying consumers’ demands and wants. This report will focus over the marketing plan of
Motiv Ring which is the world’s first stylish fitness tracker and its sleek and subtle design suits
everyone, thus, its target audience is wide enough. In relation to Motiv Ring, this report will
include the marketing strategies for enhancing the demand for the product in the target market.
Further, report will aim over segmentation, targeting and positioning of the product in the target
market. Next step of the marketing plan will discuss financial and marketing objectives for the
initial period of product launching followed by marketing mix strategy will be discussed along
with discussing its implementations so that organization could easily approach to its target
audience.

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Table of Contents
Executive Summary.........................................................................................................................2
Introduction......................................................................................................................................4
Situational Analysis.........................................................................................................................4
Segmentation, Targeting and Positioning........................................................................................5
Positioning...................................................................................................................................6
Marketing and Financial Objectives................................................................................................7
Marketing objectives....................................................................................................................7
Financial objectives......................................................................................................................7
Marketing mix Strategy...................................................................................................................8
Product.........................................................................................................................................8
Price.............................................................................................................................................8
Place.............................................................................................................................................8
Promotion.....................................................................................................................................8
Social media.................................................................................................................................9
Budget Allocation..........................................................................................................................10
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

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Introduction
Motiv Ring is one of the smartest fitness and sleep trackers with unique design considered as the
perfect accessory for the fitness enthusiasts and for all those people who does not wear fitness
band because it cramps their style. The idea of creation of Motiv Ring was creating a slim and
stylish fitness band which could make people’s lives easy and effective. Motiv Ring’s founders
Curt von Badinski, Peter Twiss, Mike Strasser and Eric Strasser formed a team to convert the
idea of making a stylish fitness band into reality as Motiv Ring. All founders of Motiv Ring are
passionate enough to make a unique device through which people could get something stylish as
well as effective through which people’s demands and wants could be fulfilled. It was founded in
2013 and its headquarters is situated at San Francisco, California. Since its launching, funding
for this device has been increased immensely like it was just $720k in 2014 which reaches to the
record funding of $8.2 Million in 2017 (Owler, 2018). Organizational CEO Tejash Unadkat is
the leader of the team who is engaged in the making Motiv Ring. This fitness and sleep tracker
has been made in a design of a bracelet which is one of the smallest as well as most comfortable
trackers along with appropriate capabilities to help an individual to manage its things
accordingly (Motiv Ring, 2018).
Apart from this, there are various benefits of this small bracelet shaped fitness tracker like it
helps an individual to track its heart rate. Along with this, this device is durable, waterproof, and
ultralight which makes it unique from all other devices. Motiv Ring is made up with custom
technology which enables features such as heart rate sensor, long-lasting battery, accelerometer,
Bluetooth and many more in the device (Motiv Ring, 2018).

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Situational Analysis
Situational analysis is executed in an organization for the objective of ascertaining the
capabilities of the organization in relevance to the external environmental conditions (Welford,
2016). Although, thorough situational analysis is being conducted in the previous assessment and
here is a short brief of the organizational Strengths, Weaknesses, Opportunities and Threats in
the target market:
Strengths
 Less expensive than other smart
watches and fitness trackers.
 Highly effective and reliable product in
comparison to other fitness bands such
as Fitbit, Apple Watch, etc.
 Light weight.
 Enabled with features such as
waterproof, Bluetooth, long lasting
battery, slim and stylish bracelet
design, etc.
 It’s easy to carry and it is also a user
friendly product.
Weaknesses
 As it is small device in comparison to
other smart watches and fitness bands,
people does not easily rely.
 With low battery, this device does not
work properly.
 No fitness band is 100% accurate in
terms of counting steps and calories and
same goes with Motiv Ring.
 Motiv Ring is a small device which
easily fits in fingers, thus, chances of
lost are high.
Opportunities
 Various fitness bands provides
unnecessary features which are of no
use for the users, thus, Motiv Ring
should provide only provide necessary
features in order to attract the
consumers.
 Acquiring big market share in the
industry.
 Motiv Ring is one of the smallest and
Threats
 Large number of competitors.
 There are various companies who are
making fitness rings like Oura,
Hexoskin, Jawbone, etc.
 Aggressive and intensive promotional
activities practiced by the competitors
(Tiago & Veríssimo, 2014).
 It is indicated by smartphone
manufacturing brands that they are

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effective fitness rings with unique
style.
 The major opportunity available for
Motiv Ring is to enhance its presence
in the global market.
soon going to provide all the features
which are enabled in a fitness band.
Segmentation, Targeting and Positioning
It is necessary for every organization to determine their target audience with the objective of
promoting its new or existing products through different marketing strategies. Along with this,
organizations are also required to make appropriate positioning statement in order to set up its
brand image in the target market. Segmentation is a framework used for segregating target
audience into small parts on the basis of their demands, wants, consumer behaviour, trends in the
market, etc. with the objective of ascertaining the most suitable consumer segment for the
organizational product (Armstrong, Armstrong, Harker & Brennan, 2015).
In relation with introducing Motiv Ring, organization may face several challenges. The major
problem which could be faced by the organization is confronting competition from the big
brands like Apple, Fitbit, and other smartwatch and fitness brand manufacturing companies. In
order to gain competitive edge over existing players as well as for the objective of enhancing
organizational performance, it is required for the organization to adopt appropriate promotional
and advertisement strategies through which Motiv Ring’s features, benefits and other attributes
could be promoted for the objective of spreading awareness amongst the target audience.
With regards to this, Motiv Ring, their target audience will be fitness enthusiasts, gym freaks,
overweight people, and people with busy schedules who do not have time to workout and every
other people because it is necessary to be stay fit for maintaining a healthy lifestyle. Motiv Ring
is one of the smartest high-tech fitness rings which monitor activities, heart rate, step counts and
various other activities of their users. In relation to this, organization could easily promote this
unique device amongst their target audience with the objective of enhancing demand along with
enhancing customer satisfaction (Weinstein & Cahill, 2014). Following are the major target
segments for the Motiv Ring:

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Segmentation Type Criteria of segmentation Target Consumer Segment
Geographic Region Organization will distribute
Motiv Ring in various parts of
the globe.
Density Both urban and rural
customers.
Demographic Age Over 18 years (Cross, Belich
& Rudelius, 2015).
Gender Both Male & Female
Life Cycle Stage Fitness enthusiasts, gym
freaks, and every customer
segment that requires certain
sort of help for staying fit and
healthy.
Occupation Students, employees,
professional and retired and
other consumer segments.
Behavioural Loyalty Motiv Ring is one of the
smallest and smartest fitness
band, thus, brand loyalty is
huge in comparison to other
fitness bands.
Psychographic Social class, lifestyle Lower, middle and upper
class, struggler, achiever,
explorer, reformer and
succeed.

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With regards to the above table, organization will approach to every customer segment in order
to promote Motiv Ring with the objective of enhancing its demands and wants. Along with this,
organization needs to adopt marketing and promotional activities with the objective of setting its
effective position in the target market. With regards to the targeting the appropriate consumer
segments, organization needs to adopt several relevant discount offers and other attractive
schemes. Although, Motiv Ring is much cheaper than the other fitness bands and smartwatches
but as it is a small device with large number of features, thus, it may bring doubt amongst the
consumer’s mind-sets that may be device will not be able to track or monitor all the activities as
other fitness bands and devices do. Thus, organization could also promote its new product in the
target market by giving demo to its target consumer segments in order to provide all relevant
information which could clear all doubts of their users (Ashley & Tuten, 2015).
Positioning
Positioning statement of Motiv Ring is “The World’s First Stylish Fitness Tracker”. It is
necessary for every organization to develop its effective position in the market and amongst the
target consumer’s mind-sets. With regards to this, organization could easily generate demand for
their products and services. As per current scenario, Motiv Ring is one of the smallest and
cheapest fitness rings which is capable enough to track and monitor activities of their users along
with tracking heart rate and sleep of their users. With regards to the setting up an effective brand
image amongst the target consumers’ mind-sets in relevance to the Motiv Ring, marketing team
of the organization is required to form an effective promotional and advertisement plan through
which product could easily be promoted and organizational desired goals could be attained
(Baker & Saren, 2016).
There are numerous features in Motiv Ring through which their target market segments could
easily be targeted along with setting up an effective brand image amongst them. Setting position
in customers’ mind-sets is essential but along with this, it is required for the organization to
spread awareness amongst their competitors for the objective of enhancing demands, market
share and brand value in the target market. Primary objective of positioning strategy is to
develop an effective position of the brand and image of the product amongst the target audience
in order to create a distinctive identity in comparison to the competitors. Doing this needs
ongoing marketing techniques intended to reinforce the target market’s views of the product or

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brand. Brand’s or product’s position could be developed by adopting unique cost strategy,
advertisement and promotional strategy and by highlighting unique features through which
consumers could make appropriate difference between the organizational product and other
company’s product.
Motiv Ring has all those features which are required for a fitness tracker and it is simple, sleek,
stylish and suits all types of personalities as it is not a form of watch, it is just a ring which is
easy to carry. Normal fitness trackers and smartwatches are required to be tied on wrists due to
which they cannot wear it all occasions as it perishes style of an individual. But if a consumer
will go with Motiv Ring, it could be carried at all occasions along with wearing bracelets and
normal watches on wrist and it also does not affect style of an individual. Thus, organization just
needs to select appropriate marketing and promotional strategies for the objective of setting up
brand image amongst the target audience along with gaining competitive advantage as well as for
maintaining the acquired position in the target market (Belch, Belch, Kerr & Powell, 2014).
Marketing and Financial Objectives
With every marketing plan, organization seeks for certain benefits and these benefits are formed
as the objectives which are required to be attained. Apart from this, organization seeks for
enhancing its performance, enhancing demand for the products and services and developing an
effective goodwill in the marketplace. In consideration to this marketing plan, organization has
set certain marketing as well as financial objectives which are as follows:
Marketing objectives
 Setting up brand image in the market and target audience
 Reaching to larger customer segments
 Enhancing demand minimum by 25%
 Expansion in the global market
Financial objectives
 Enhancing sales and revenues minimum by 30%
 Increasing profitability of organization by 15%
 Minimising cost of production and generating demand for the product

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Marketing mix Strategy
It is one of the effective and crucial frameworks that are useful for organization in terms of
promotion of their products and services in the target market. This strategy consist of four Ps
which are Product, Price and Promotion and all these elements plays vital role in terms of
generating demand amongst the target audience in relevance with the organizational objectives
and goals. It is necessary for the organization to spread awareness amongst the target audience
regarding their products and services and in relation to this, appropriate marketing and
promotional strategies needs to be adopted. This helps the organization to develop as well as
maintain an effective brand image amongst the target audience, competitors and amongst the
other stakeholders (Benz & Tanner, 2017).
Product
Motiv Ring is a unique, stylish, sleek and effective fitness, heart and sleep tracker and it is useful
for every customer segment. With regards to this, organization needs to promote the product’s
USP, and key features with the objective of enhancing and generating demand amongst the target
audience. Motiv Ring is considered as the most comfortable fitness tracker amongst the all
options in the target market. This device is influenced with Smarter Wearable Technology which
is effective in tracking and controlling heart rate. Apart from this, Motiv Ring is durable,
lightweight, waterproof device made up with titanium shell which will help its users in terms of
executing their activities in an effective and appropriate manner. In addition to this, Motiv Ring
is enabled with a heart rate sensor, accelerometer and with long-lasting battery life which makes
the device capable enough to perform multiple activities for its users and it is also enabled with
Bluetooth which makes this device smarter and effective for all types of users (Motiv, 2018).
Price
Motiv Ring is available at much cheaper rates in comparison to big brand’s fitness bands and
smartwatches. Apart from this, this device is also accessible in every smartphone’s brand
through which organization has been able to expand its target audience range. It was launched in
2013 and in just 5 years, organization has been able to rise its funding to more than $8.2 million.
Primary reason behind this is the adaptation of their pricing strategy. Motiv Ring is being
launched on the basis of cost leadership strategy due to which it is sold at much cheaper rates in
comparison to other brand’s fitness bands and smartwatches (Davcik & Sharma, 2016).

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Place
Initially, organization is selling it in the Australian market and further, organization has planned
to introduce in other global parts as well as through which brand’s presence could be enhanced in
the global market. This device is available at offline as well as at online platforms in order to
provide all options to its users to get the device from any platform as per their convenience.
Promotion
This is one of the most effective and crucial segment of the marketing mix strategy as it is
effective in terms of promoting products and services amongst the target audience (Kannan,
2017). In terms of promoting Motiv Ring, following marketing and promotional strategies:
Social media
This is the most trending and effective platform for promoting products and service. Thus, Motiv
Ring will be promoted through social media platforms (Fine, 2017). Social media penetration is
very high which makes these platforms effective and in relation with organization will use all big
social media platforms such as Facebook, Instagram, Twitter, YouTube, etc. (Ottman, 2017).
Organizational primary target audience is fitness enthusiasts and gym freaks and these people
falls under age group 18-45 and active social media users also falls under same age group. Thus,
organization would easily be able to promote and making aware its target audience with the help
of these platforms (Kitchen & Burgmann, 2015).
As per Adetunji, Nordin & Noor (2014), apart from social media platforms, organization will
also concentrate on integrated marketing communication platforms, email marketing, event
marketing, and traditional media strategies such as newspaper, radio, etc. in order to gain
positive results as well as to attain its desired goals and objectives (Ryan, 2016).

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Budget Allocation
Particulars Budgeted investment ($AUD)
Social media:
Facebook 95,000
Twitter 55,000
Instagram 50,000
Email marketing 100,000
Others 50,000
Traditional mediums of marketing 200,000
Event marketing 150,000
Integrated marketing communication 325,000
Others 150,000
Total 11,25,000
Conclusion
From the aforesaid information, it can be concluded that marketing plan is an essential and
effective tool which includes blueprint for the future strategies which will be executed for the
purpose of gaining desired goals and objectives. Marketing plan is developed for the objective of
determining appropriate target audience for the product introduced by the organization along
with promoting it in the target market. In this report, marketing plan for Motiv Ring has been
developed with the objective of enhancing its demand by spreading awareness amongst the target
audience which is being ascertained by the segmentation technique. With regards to this,
numerous promotional strategies has been discussed in this report along with other crucial
elements of marketing mix strategy.

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References
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