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Platoon it has established key resources in the market, which serve to understand what is valuable in brand equity.
business standard He conducted a study where he realizes what is worth in the brand market and its appreciation.
Dunkin’ has realized this openness to new products.
Platoon changed strategy marketing And the idea of the brand is to open up to a greater number of followers and break with the stigma of an exclusive brand for consumers with a certain level, which is the one that usually paid the high costs of both equipment and subscription to the platform.
Growth as a brand has allowed the branding impact on consumption and most importantly, define strategies that manage to be innovative. Proof of the latter we saw in studies as business standardwhere it is recognized that Tesla, Chanel and Ferrari They were the brands with the highest growth in brand value in 2022, realizing how important it becomes to rethink the traditional business model.
Peloton’s Strategy
Peloton rethought its exercise bike business and now the brand has extended its offer to an entire segment of sports practicewith an opening that we will detail with other cases such as that of Dunkin‘.
Peloton’s strategy is simple and consists in that the brand goes after the conquest of a new consumer base, based on an innovative structure in which it widens its price range and from this strategy the importance of the length and width of the the databases of registered users, especially those who actively pay for the subscription to services, a very popular charging scheme in sports practice.
″(We lean) for the first time on the idea that it is okay, not everyone is going to bring hardware Platoon premium home,” he explained. Tom Cortese, co-founder and director of products Platoonby confirming that this opening is to broaden the base of its service to a greater number of consumers, where age, the level of physical condition in which the prospects are and the income they have does not matter, since the new philosophy of Platoon is that it is an exercise platform for anyone.
Peloton is committed to an interesting marketing strategy, which helps to understand the market by rethinking what has traditionally been used to sell. We saw a case that is similar to that of Peloton at the time when fast food retail with Dunkin‘.
“The expansion in Mexico City of this new format Dunkin‘ highlights the exceptional quality and flavor of our coffee and donuts, which are core attributes that set the brand apart in the marketplace. The coffee segment has experienced tremendous growth in recent years, and this new format reflects the position of Dunkin‘ as a premium brand that serves great coffee, complemented by the freshest donuts at affordable prices,” said Fredric Moussali, CEO of Grupo Moussali, when the change in the logo that years ago became official in the United States and other foreign countries became official a few weeks ago, as part of this schism of brands from what they had traditionally carried out to new guidelines of marketing.
These cases show how important it has become in the market to reconsider the traditional and exercise strategies through which what is important is established in the showcase, that is, what the consumer values buying.