Peloton will develop custom content for TikTok as part of a new agreement with the popular social media app, according to a press release.
Click here to read the story at marketingdive.com.
Discussion Questions:
- What type of business is Peloton?
- Why do you think they offer some classes that don’t require consumers to use Peloton equipment?
- Post-pandemic, the demand for in-home fitness equipment has declined. How might that lead Peloton to change up their business plan?
- What is market segmentation?
- What are the different ways a business or brand can segment a market?
- What type of demographics might represent Peloton’s traditional, core customer?
- What does it mean to “pivot” in business?
- In the last year or so, Peloton has focused more on its subscription service and class offerings than equipment and worked to position the brand as more of a software company. How might that represent the concept of a business pivot?
- What is a target market?
- Who is Gen Z?
- Why might Peloton be interesting in reaching more Gen Z consumers?
- How might a stronger presence on TikTok help Peloton to reach more Gen Z consumers?
- Using information from this news story, describe Peloton’s partnership with TikTok.
- Do you think that strategy will help the company to reach more Gen Z consumers? Why or why not?
- If you were advising Peloton on ways to reach more Gen Z consumers, what would you suggest? Be prepared to share your ideas in class.