MKTG1100 Marketing Management Digital Marketing Handout Planning for Digital Marketing Digital Strategy The digital strategy focuses on how you intend to use digital marketing to meet your stated objectives. In this section you will reveal your ‘big idea’ and key message that you want to deliver to your target audience. In this section you will also align the brand personality to your devised campaign. Deliverables What is the aim of your strategy? (Include messaging, distribution, desired action from your target audience) Garmin Smart watch (VivoActive) helps you live a healthy life. It is the best device to keep track of your health at your convenience (at home even on vacation) 24/7. The elderly do not have to go to the hospital to check their blood pressure. They only need to wear the VivoActive Smart watch and everything else is covered. Big idea Provide an explanation of your idea concept VivoActive Smart Watches built for Active Lifestyles. Has inbuilt animated workouts and monitors your health 24/7. Key message What is the key message that you want to deliver? VivoActive Smart Watches are small in size GPS enabled watches for the active and healthy lifestyle. Save your hospital bills, wear VivoActive Smart Watch from Garmin to track your health status all day long. It comes with a wide range of all-day health monitoring tools like pulse ox tracker, menstrual cycle tracking, stress tracking, hydration testing, wrist based heart rate measurement, respiration tracking and advanced sleep monitoring to get a full picture of how you are sleeping with regards to light and even respiration data .
MKTG1100 Marketing Management Digital Marketing Handout Brand personality What are the key personality traits that you want to communicate throughout this strategy? Garmin Smart Watches will help you track your activity, save your activity level, plan and share your progress with others. By helping you move a little more each day, you can beat yesterday with VivoActive that fit your fitness level. With VivoActive, download music and listen freely via phone. VivoActive smart watch has an extensive battery life of up to 7days in smart watch mode and 5 days life in GPS and music mode. It comes with a wide range of all-day health monitoring tools like pulse ox tracker, menstrual cycle tracker and stress tracker. Traditional meets digital Identify your brand positioning and integration of traditional channels within your digital strategy The traditional way is to go to hospitals monthly or weekly depending on your schedule to check blood pressure and calories. Garmin Smart Watch will eliminate all the hospital bills incurred to measure calories and blood pressure. Marketing mix Review your current marketing mix (4Ps – product, price, placement and promotion) for online alternatives VivoActive Smart watch is a Specialty good to be introduced in the market. The watches will cost $400 based on manufacturing cost and range of similar products on the Austria market.
- Fall '15