Still Losing Steam, Peloton Launches New Holiday Blitz

On the heels of its latest earnings announcement, Peloton is debuting “Work Out Your Way,” a new campaign for the holiday season.

Click here to read the story at mediapost.com.

Discussion Questions:

1. What is a marketing campaign?
2. The headline of this story describes Peloton’s campaign as a “holiday blitz.” What do you think that means?
3. Why do businesses and brands launch marketing campaigns?
4. Why do you think the holidays are important to Peloton?
5. What is promotion?
6. Why do you think Peloton is creating promotions tied to the holidays?
7. What is positioning?
8. What is repositioning?
9. How is Peloton repositioning its brand?
10. How might the “Work Out Your Way” campaign illustrate that repositioning strategy?
11. What message do you think they are sending to consumers with this campaign?
12. What is co-branding?
13. Why is Peloton offering co-branded bikes?
14. Why do you think its workout subscription business is important to Peloton?
15. What brands is Peloton collaborating with, based on information from this news story?
16. How might those collaborations help Peloton to sell more subscriptions?