Marketing Currents - Business and Marketing Current Events

Peloton’s relaunch of its entire brand includes a workout app overhaul with 3 tiers—including a free one

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Peloton wants to be known as more than just an exercise bike company, and it’s revamping its app to achieve that goal.

Click here to read the story at finance.yahoo.com.

Discussion Questions:

  1. What is positioning?
  2. How would you describe Peloton’s previous positioning strategy?
  3. How does Peloton want to position the brand moving forward?
  4. Why is pricing an important function of marketing?
  5. What is a “tiered” pricing strategy?
  6. How would you describe Peloton’s new price strategy?
  7. What do you think they hope to accomplish with that strategy?
  8. Who might represent their target market?
  9. Why do you think they are introducing a tiered pricing strategy?
  10. Why do you think they charge more for users who use Peloton-branded equipment?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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