Marketing Currents - Business and Marketing Current Events

Still Losing Steam, Peloton Launches New Holiday Blitz

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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?
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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