ADM 2320 — MARKETING FINAL

GROUP PRESENTATION
REFERENCE NOTES
Exhaustive slide-by-slide detail of every presentation
Structured for quick exam lookup — every company has the same 8 sections

Table of Contents — Presentations Covered

Group 1 Spotify — Enhanced Personalization Strategy

Group 5 Lululemon — Marketing Strategy Analysis

Group 6 Crumbl Cookies — Dessert Industry Case

Group 7 Altea — Premium Wellness Club

Group 8 Coca-Cola — Global Beverage Leader

Group 9 Notion Career OS — Vertex Consulting

Group 13 Ribbit — Productivity App ('Eat the Frog')

Group 16 Lululemon — Women's Sports Attire Line ('Elevating Lululemon')

Group 18 LEGO — Steve Irwin 20th-Anniversary Legacy Set

Other Costco — Marketing Strategy Analysis

Other Arc'teryx — Marketing Strategy Report

Each presentation follows the same reference template: (1) Overview & Background, (2) Market & Competitor
Analysis, (3) SWOT (where applicable), (4) STP Strategy, (5) Marketing Objectives, (6) Marketing Mix (4 Ps), (7)
Customer Insights & Value Proposition, (8) Implementation & KPIs, (9) Conclusion & Recommendations. Use the
section headers to jump directly to what you need during the exam.
High-leverage quick-lookup table on the next page — a one-line reference card for every company.
Quick-Lookup Reference Card
One-line summary of each company's positioning and distinctive tactic. Use this as the first place to jump if you
see a company name in a question.

Spotify Global audio leader (37% market share). Freemium → Premium. Personalization
moat.

Lululemon (G5) Premium athletic lifestyle brand. Own stores only. Community-driven.

Crumbl Premium dessert experience. Weekly rotating menu = scarcity + virality. Gen-Z
TikTok.

Altea Premium wellness club. Tiered membership (Gold/Platinum/Diamond). 'Don't

call it a gym.'

Coca-Cola Emotional branding + glocal supply chain. Intensive distribution. 200+ brands.

Career OS Notion career management extension. Freemium $5/mo premium. University

partnerships.

Ribbit 'Eat the frog' productivity app for students. Freemium + physical planner hybrid.

Lululemon (G16) Women's sports attire line expansion. Premium women's sportswear
positioning.

LEGO Irwin Set Premium value-based. Robert Irwin ambassador. #BuildAHabitat challenge. $4M
budget.

Costco EDLP + 14% markup cap. Kirkland private label. 92.2% renewal, NPS 79.

Arc'teryx Apex of technical design. 80% DTC. Premium positioning via obsessive
engineering.
 COCA-COLA
Group 8 — The Global Beverage Leader

■ Overview & Background

Tagline: 'Refresh the world, make a Difference'
•​ Founded 1886 in Atlanta, Georgia
•​ Introduced as a carbonated soft drink; expanded to a portfolio of 200+ brands/products
•​ Operates in extremely competitive, monopolistic-competition market
•​ Constantly battling major competitors for share

■ Market & Competitor Analysis

Industry Conditions
•​ Highly competitive, monopolistic competition
•​ Highly competitive global beverage industry
Competitive Advantage
•​ Strong brand equity + emotional marketing
•​ Global distribution network → high market penetration
•​ Broad product portfolio
Key Competitors
•​ PepsiCo: Direct rival (soft drinks, energy drinks)
•​ Nestlé: Health-focused (water, low-sugar drinks)
•​ Keurig Dr Pepper: Wide portfolio + strong accessibility

■ STP — Segmentation, Targeting, Positioning

Segmentation
•​ Bases used: demographic, geographic, psychographic, behavioral
•​ Focus on youth + social consumers
Targeting
•​ Differentiated strategy — multiple segments with tailored offerings
•​ Health-conscious → Diet Coke / Coke Zero
•​ Sports/athletes → Powerade
Positioning
•​ Brand = happiness, connection, lifestyle
•​ Emotional branding builds loyalty

■ Marketing Objectives
•​ Strengthen global brand — maintain trust and recognition worldwide
•​ Stay culturally relevant — adapt to tastes and trends
 •​ Expand beverage portfolio — grow beverage offerings
•​ Expand presence — use new media channels
•​ Create loved brands — build consumer favorites worldwide
•​ Drive sustainable growth — innovate and build

■ Marketing Mix — 4 Ps

PRODUCT PRICE
• 200+ brands across soft drinks, teas/coffees, • Value-Based: prices reflect perceived quality and
waters, juices, alcoholic beverages brand strength; premium charge
• Global consumer focus with regional adaptation • Penetration: lower prices to enter new markets
• Regional variants: Thums Up (India), Lemon-Dou (5-rupee Chhota Coke in India)
(Japan), Mexican Coke (Mexico) • Competitive: prices closely match rivals like Pepsi
• Purpose: 'Refresh the world. Make a difference.' — • Must adapt pricing across 200+ countries
drink for all palates
• Global Consistency: uniform quality, taste, brand
identity worldwide

PLACE PROMOTION
• Intensive Distribution — available everywhere, • Many avenues: cable TV, streaming, social media,
minimize friction billboards
• Channels: vending machines, retail, restaurants, • 'Emotion-based marketing' — themes of sharing,
events, online platforms friendship, community
• 'Glocal' Supply Chain: global reach leveraging local • Major exposure via sports and event sponsorships
distributors' pre-established supply chains (rather
than building from scratch)

■ Customer Insights & Value Proposition

Customer Insights
•​ Consumers care about consistency and convenience far more than anything else
•​ Insights gathered via website and other sources
•​ Strategy: reduce friction between consumer and product → increases impulse purchase likelihood
Value Proposition
•​ Ever-accessible, ever-consistent cola
•​ Customers can grab a Coke anywhere, anytime → constant meeting of expectations

■ Implementation Plan
Short-Term
•​ Maintain current operational & marketing operations
•​ Align with evolving consumer values
•​ Reinforcing current value proposition
Medium-Term
•​ Expand targeted marketing campaigns
•​ Strengthen distribution channels
•​ Introduce branding enhancements in line with trends
Long-Term
•​ Build long-term brand loyalty
•​ Invest in innovation and product diversification
•​ Adapt to market shifts and emerging consumer behaviors

■ KPIs — Concrete Numbers

Financial Health
•​ Organic Revenue Growth target: 4–5% in 2026
•​ Market value exceeded $330 Billion; shares up 14%
Brand & Campaign Strength
•​ Christmas Ads: 13.7% lift in the UK
Product Performance
•​ Coke Zero: unit case volume up 13%
•​ Water, Sport, Coffee portfolio: 3% growth globally
Daily Operational
•​ Supply Chain: over 97% on-time deliveries
•​ Future Investment: invested in Brampton plant

■ Conclusion & Recommendations

The Path Forward
•​ Coca-Cola is still a market leader due to masterful STP, emotional branding, and a glocal network
•​ Successfully navigating the shift towards health-conscious consumers while supporting core brand
strength
Recommendations
•​ Accelerate Health and Wellness offerings
•​ Protect Emotional Equity

Exam Hook — Coca-Cola

Coca-Cola is the textbook case for: (1) intensive distribution, (2) differentiated targeting across
segments, (3) emotional brand associations, and (4) adaptive pricing across markets. The 'glocal'
term is theirs — memorize it. Monopolistic competition is the market structure.
 SPOTIFY
Group 1 — Enhanced Personalization Strategy

■ Overview & Background

•​ Leading global audio platform
•​ Strong personalization & discovery features
•​ High engagement from Gen Z & Millennials
•​ Competitive but well-positioned market leader

■ Market & Competitor Analysis

Market Share
Spotify 37%

YouTube Music 15%

Apple Music 14%

Amazon Music 12%

Other 22%

Market Drivers
•​ Accelerated adoption of subscriptions
•​ Rising smartphone and internet penetration
•​ Growth of social media
Market Challenges
•​ Competitors
•​ Changing consumer behavior
•​ Rise of piracy

■ STP — Segmentation, Targeting, Positioning

Segmentation
•​ Demographic
•​ Geographic
•​ Psychographic
•​ Behavioral
Targeting
•​ Frequent digital users
•​ Urban professionals
Positioning
•​ Personalization and discovery tools
 •​ Diverse forms of content (music, podcasts, audiobooks)

■ Marketing Objectives
•​ Create opportunities for artists
•​ Foster and boost connection between creators and fans
•​ Strengthen global market presence and competitive advantage

■ Marketing Mix — 4 Ps

PRODUCT PRICE
• Streaming platform with music, podcasts, • Freemium pricing strategy — convert free users
audiobooks into paying ones; lowers barrier to entry
• Value added through branding, accessibility, • Alternative pricing to accommodate different
content variety, personalization segments (Student, Duo, Family)
• Differentiation via personalization features

PLACE PROMOTION
• Digital distribution only • Word of mouth and social media marketing main
• Access through app or web browsers sources
• No physical presence required • In-app advertisements
• Wrapped annual campaign drives viral sharing

■ Customer Insights & Granular Data

Behavioral Data Tracked
•​ Skips
•​ Saves
•​ Replays
•​ Playlist additions
•​ Follows
Key Insight
•​ Primarily Gen Z and Millennial audience who expect seamless, on-demand, personalized content
•​ 75% of users feel frustrated without personalized content

■ Implementation Plan — 3 Phases

Phase 1 — Enhance Personalization
•​ Mood-based adaptive playlists
•​ AI-generated recommendations
•​ 'Taste Evolution' dashboards
Phase 2 — Social Amplification
•​ Quarterly 'Mini-Wrapped' (more frequent sharing moments)
•​ TikTok influencers partnerships
•​ 'Community Listening Rooms' (shared listening experiences)
Phase 3 — Monetization Optimization
 •​ AI-driven upselling prompts
•​ Dynamic pricing strategies
•​ Personalized merch and concert ticket recommendations

■ KPIs
•​ User Growth
•​ Conversion Rate (free → premium)
•​ Engagement
•​ Retention
•​ Revenue
•​ Brand Perception

■ Conclusion & Recommendations

Summary
•​ Leading global audio platform
•​ Strong personalization & discovery features
•​ High engagement from Gen Z & Millennials
•​ Competitive but well-positioned market leader
Recommendations
•​ Enhance AI personalization
•​ Expand social & community features
•​ Increase Premium conversions

Exam Hook — Spotify

Spotify is the freemium poster child. Its competitive moat is personalization data (skips, saves,
replays = granular signals). The 3-phase plan structures around personalization → social →
monetization. Note Spotify Wrapped as viral social promotion and the 75% frustration stat without
personalization.
 LULULEMON
Group 5 — Marketing Strategy Analysis

■ Company History & Background

•​ Founded in 1998 by Chip Wilson
•​ First store opened in a yoga studio
•​ Athletic apparel company
•​ Powerful reputation built on high quality

■ Purpose, Vision & Values

Purpose
Elevate human potential and help people feel their best
Vision
Create transformative products and meaningful experiences
Core Values
•​ Personal responsibility
•​ Connection
•​ Inclusion
•​ Courage
•​ Fun

■ Market & Competitor Analysis

Industry Trends
•​ Growth in health & wellness focus
•​ Rise of athleisure as everyday wear
Lululemon's Competitive Advantage
•​ Product quality
•​ Innovation
•​ Strong brand values
Key Competitors
•​ Alo Yoga
•​ Nike
•​ Adidas
•​ Athleta

■ Key Strengths
•​ High quality yet trendy athletic wear
•​ Known for their leggings and durability of their products
 •​ Community-driven culture
•​ Emphasize staying active

■ STP Strategy
Segmentation
•​ Ages 20–45
•​ Medium to high income
•​ Fitness-focused consumers
•​ Value wellness, lifestyle, and self-improvement
Targeting
•​ Health-conscious, active individuals
•​ Urban professionals and students
•​ Less price-sensitive, quality-focused buyers
Positioning
•​ Premium, high-performance lifestyle brand
•​ Emphasis on: Quality, Comfort, Innovation, Community
Brand Positioning Map — Sports ↔ Loungewear ↔ Everyday wear
Lululemon promotes movement and active lifestyles across all three use cases.

■ Marketing Mix — 4 Ps

PRODUCT PRICE
• Clothes made for multiple settings • Premium pricing
• Not a fast-fashion brand • Pay extra for the lifestyle
• High-quality materials and durability focus • Trade-off between high quality and price

PLACE PROMOTION
• Only sell clothing in their own stores • Social media, athletes, fitness instructors
• 'High visibility, high-traffic' locations • Events draw large crowds = more promotion

■ Customer Insights & Value Proposition

Lululemon's Feedback Forum allows customers to share how they feel about the products they have purchased.

Value Proposition Quote

'Lululemon is a lead brand for people around the world who want to live a healthy and active
lifestyle.'

■ Implementation Plan
Product Strategy
•​ Research new materials
•​ Remain competitive in market
Customer Engagement
 •​ Community relationships
•​ In-store fitness classes maintain customer loyalty
Digital and Online Strategy
•​ Improve experience of website and user-friendly app
•​ Collect data for future projects

■ KPIs (Performance Metrics)

1. Market Share Growth
•​ Revenue Growth
•​ Market Share %
2. Customer Loyalty & Engagement
•​ Retention Rate
•​ Repeat Purchases
3. Product Innovation
•​ New Product Sales
•​ Category Growth
4. Digital Performance
•​ Online Sales
•​ Conversion Rate
•​ Engagement

■ Conclusion
•​ Strong Market Position
•​ Premium Brand & Quality
•​ Increasing Competition
•​ Growth Through Innovation & Digital

Exam Hook — Lululemon (Group 5)

Lululemon is the go-to case for premium value-based pricing AND selective distribution (own stores
only). The brand is built on community — not advertising. Yoga studio origin story matters.
Price-insensitive, quality-focused target customer.
 LULULEMON — ELEVATING WOMEN'S LINE
Group 16 — Women's Sports Attire Line

■ Presentation Framing
Title: 'Elevating Lululemon — Lululemon Women's Sports Attire Line'
Group 16 focused specifically on a strategy to elevate Lululemon's women's sports attire category, not a general
Lululemon overview.

■ Agenda Covered
•​ Introduction and Background
•​ Market and Competitor Analysis
•​ Segmentation-Target-Positioning
•​ Marketing Objectives
•​ Marketing Mix Strategy
•​ Customer Insights and Value Proposition
•​ Implementation Plan
•​ Metrics and Evaluation (KPIs)
•​ Conclusion and Recommendations

■ Introduction
•​ Athletic apparel: rapidly growing market
•​ Consumers want performance, comfort, and style
•​ Lululemon is a strong industry leader
•​ Expansion is needed for future growth

■ Lululemon's Background
•​ Founded in 1998 in Vancouver
•​ Started with women's yoga apparel
•​ Grew through quality and innovation
•​ Expanded into men's wear and accessories
•​ Built a strong retail and online presence
•​ Known as a premium athletic apparel brand

■ Market & Competitor Analysis — SWOT

STRENGTHS WEAKNESSES
• High-quality products • Premium pricing limits reach
• Strong brand reputation • Product quality concerns (past issues)
• Loyalty customers • Dependency on core leggings category
 • Diversification of products

OPPORTUNITIES THREATS
• Expansion of women's sports league support • Intense competition from Nike, Adidas, Alo, Athleta
• Under-served athletic niches • Counterfeit products, knock-offs
• Growing female fitness community • Price-sensitive consumers seek alternatives
• Partnerships with fitness trainers/instructors • Supply chain risks
• 50%+ market share of athleisure • Sustainability concerns

■ STP Analysis
Segmentation-Target
•​ Demographic and psychographic segmentation
•​ Loyal customers
•​ Young females (17–45)
Positioning
•​ Position as luxury women's sportswear brand
•​ Strong presence in sports for women
•​ Emphasize high-quality, premium sports apparel

■ Marketing Objectives
•​ Strategically position Lululemon's brand image
•​ Execute marketing objectives targeted at the women's sports segment

■ Customer Insights & Value Proposition

Customer Key Motivations
•​ Performance and durability
•​ Style and self-expression
•​ Community belonging
Value Proposition
•​ Key messaging: Feel like an athlete, embody confidence, play like a champion

■ Marketing Mix Strategy

PRODUCT PRICE
• Technical-integrated wearable • Premium pricing strategy
• Care offering • Value-based underpinning
• Women's sports line — leggings, sports bras, tops • Lifestyle pricing: pay extra for the lifestyle
• Radical expression: enhanced performance • Consistent pricing across channels
• Customer subscriptions

PLACE PROMOTION
• Primarily available in the largest athletic-focused • A-list celebrity endorsements
markets • 3+ months of promos timeline
 • Accessibility, online & in-store • Elevated marketing showing features
• Present in high-end gyms & yoga studios • Partnership with Women's Sports Movement
• Partner with exclusive fitness studios (campaigns)
• Flagship stores in premium locations • Presence on social media
• Block party in-store events & pop-up collaborations

■ Implementation Plan
Phase 1 — Pre-Launch
•​ Product development
•​ Initial marketing designs
Phase 2 — Launch
•​ Official launch of women's sports attire line
•​ Media coverage
•​ Flagship store events
Phase 3 — Post-Launch
•​ Distribution expansion
•​ Evaluate performance

■ Metrics & Evaluation (KPIs) — What We Are Measuring

•​ Revenue Growth
•​ Sales by Cohort
•​ Social Engagement
•​ Repeat Purchase Rate

■ Conclusion & Recommendations

The Opportunity
A growing market × branded demand × expansion potential. Women's sports category has significant untapped
demand that aligns with Lululemon's existing expertise.
The Strategy
Premium positioning × targeted campaigns × influencer endorsement. Execute integrated marketing that
reinforces Lululemon as the women's sports apparel leader.
The Outcome
Expected 20%+ sales growth in 12 months. Deeper market penetration, stronger brand loyalty, and an elevated
position in the women's sports apparel category.

Exam Hook — Lululemon (Group 16)

Group 16's angle is PRODUCT LINE EXTENSION — elevating the women's sports line. This is different
from Group 5's general Lululemon overview. Key concept: using an existing premium brand to push
deeper into a specific category (women's sports = fastest-growing athletic segment).
 CRUMBL COOKIES
Group 6 — The Dessert Industry

■ Company Background
•​ Founded 2017
•​ Franchise expansion across North America
•​ Strong mobile app + digital ecosystem
•​ Rapid growth in the premium dessert market

■ Crumbl's Strategy at a Glance

•​ Premium Dessert Experience
•​ Weekly Rotating Menu
•​ Strong Social Media Presence
•​ Scarcity + Virality

■ The Shift in the Dessert Industry

•​ From Product → Experience
•​ Rise of Social Media Influence
•​ Gen Z Drives Trends

■ Competitor Analysis
Crumbl Social currency + gifting; rotating menu → exclusivity

Insomnia Cookies Late-night convenience; stable menu → reliability

■ What Makes Crumbl Different

•​ Focus on Experience, Not Convenience
•​ Aesthetic + Shareable Products
•​ Weekly Menu = Built-in Excitement
•​ Competes on Social Currency

■ STP
Segmentation
•​ Gen-Z Trend Hunters → viral, TikTok-driven, love new drops
•​ Suburban Gifting Moms → events, sharing, presentation matters
Targeting
•​ Gen-Z trend hunters is what Crumbl appeals to more
Positioning
 •​ Exclusivity → weekly limited-time flavors
•​ Aesthetics → visually appealing, 'Instagrammable'
•​ Social Experience → made for sharing & gifting

■ Marketing Mix — Product & Price

Crumbl Cookies' product and pricing strategy focuses on consumers by creating a trendy, inclusive dessert
experience, while encouraging repeat purchases of each flavor of the week. The company offers 6 classic,
gourmet, large fresh-baked cookies for either delivery, pickup, or carryout, along with dirty sodas at select
locations. It should innovate its products to keep the fad up and people engaged.
They incorporated the idea of dirty sodas with many flavors and created cakes, cheesecakes, and pies, instead of
the ordinary cookie flavor. The recommended product strategy creates excitement and scarcity, so customers
return often to try new flavors and items.
Celebrity Partnerships
•​ Crumbl has partnered with celebrities: the Kardashians, Olivia Rodrigo, Benson Boone, and even Dove
(the soap company)
•​ Benson Boone collab created the 'Moonbeam Ice Cream Cookie' to promote his single 'Mystical Magical'
•​ Kardashian partnership: Kris, Kim, Kendall, Kylie, Khloe, Kourtney each had their own cookies on menu;
Crumbl even altered its distinctive packaging to warm taupe beige to match Kardashians' neutral
aesthetic

■ Place (Marketing Mix)

•​ Place is not just physical location — it's TIME as well
•​ Crumbl places items at specific times, creating a scarcity model and generating FOMO
•​ Operates in US and Canada; plans for UK and Australia; development in Mexico
•​ Omnichannel approach: 14 total platforms (Google, TikTok, CTV, streaming, etc.)
•​ 55% boost to sales when they began using the omnichannel approach

■ Promotion (Marketing Mix)

•​ 'Promoting yourself is hard work, can't someone else do it? YES!' — customers self-promote via posts
•​ High-quality products + potential for visibility drive people to advertise for Crumbl without receiving a
dime
Celebrity Promotions
•​ Olivia Rodrigo, Jimmy Fallon, Kylie Jenner — catches public attention
Strategic Shift
•​ Switched from 'Awareness over Conversion' to 'Conversion over Awareness' in 2024
TikTok Spark Ads
•​ Generates authentic advertising by sponsoring posts AFTER fans already made them

■ Customer Insights & Value Proposition

Social Media
•​ Social media drives brand awareness, high usage rates
•​ Advertisements will have high views
•​ 65% of users find new products every month
Proposition
•​ Engage with users through posts and forums
•​ Content creators, 'Flavour Reviews'
•​ #crumbl amassed 155 million views in 2021
Novelty & Limited Availability
•​ New flavors and design of desserts
•​ FOMO marketing
•​ Weekly flavor rotation
•​ New and fresh products, limited availability
•​ Novelty is 2nd most important factor for purchases

■ Recommendation — New Feature: Community's Choice

Users vote for one of 6 selected cookies/desserts each week:
•​ 1st and 2nd: available in the next 2–3 weeks, then disappear for a few weeks
◦​ Products that consistently win may be good enough to sell without FOMO → candidates for
permanent menu
•​ 3rd and 4th: get a second chance in next week's vote
•​ 5th and 6th: disappear for a few weeks
•​ Generates more consistent visitors to the app
•​ Encourages people to talk on social media → more customers

■ Implementation — GANTT Rationale

•​ Feature is mechanically simple → modifying the app won't take long
•​ A/B testing regularly to determine formats that drive most usage
•​ Special vote events (new items, permanent menu additions) drive engagement if done sparingly
•​ If poorly received, don't do a second

■ KPIs
Operational Level — Sales & Revenue per Item (Weekly)
•​ Provides feedback for which products are selling better and providing more revenue
•​ Low sales indicate less popularity with customers → these products should be offered less frequently
Financial Level — Return on Investment (ROI)
•​ ROI = Estimated Total Revenue / Estimated Total Cost
•​ Typical: 5:1 (or 500%)
•​ Exceptional: 10:1 (or 1,000%)
•​ Higher ROI indicates the marketing strategy is more profitable
For Social Media
•​ Followers (6.4 million for Instagram)
•​ Likes + Comments + shares
•​ Engagement Rate per Post — Excellent Rates: Instagram >6%, TikTok >25%, X >0.33%
For Voting System
•​ Total Votes (weekly)
 •​ <2,000 weekly votes indicates low usage → poor features or missing elements

■ Conclusion & Key Recommendation

•​ Competitive Edge = Experience + Engagement
•​ Customers = Consumers + Promoters
Recommendation
•​ App-Based Voting System
•​ Let customers vote on returning flavors
•​ Drives Loyalty + Interactions + Sales

Exam Hook — Crumbl

Crumbl redefines 'place' as TIME, not just location. Scarcity + rotation = FOMO. Their innovation is
using customers as unpaid promoters (social currency). The 2024 pivot from 'awareness over
conversion' to 'conversion over awareness' is a strategic shift worth knowing. ROI benchmark: 5:1
typical, 10:1 exceptional.
 ALTEA
Group 7 — Premium Wellness Club

■ Company Introduction & Background

•​ Premium fitness-wellness club concept
•​ Positions itself as more than a gym — a lifestyle and community destination

Brand Quote
'Don't call it a gym. Altea is a premium fitness-wellness club.' — Jeff York

■ Market Analysis
Sales Revenue $5.8 billion

Growth 6.2% growth since 2020

Fitness Businesses 9,395

Nationwide

Canadians who hold gym 15.5%

memberships

■ Competitor Profiles
Altea
•​ Operates in luxury fitness segment
•​ Focus on holistic wellness, recovery, and lifestyle experience
•​ Emphasis on community, design, and high-end environment
•​ Elevated member experience vs. both premium & mass competitors
GoodLife
•​ 400+ locations, 1.5M+ members
•​ Tiered pricing model → broad accessibility
•​ Offers broad classes and programs
•​ Exclusive Les Mills partnerships
•​ Convenient, large scale, nationwide presence
•​ Doesn't operate in Quebec, but sister brand does
Movati
•​ 18+ locations
•​ High-end amenities
•​ Unique feature offering
•​ ~$82/month
•​ Less premium amenities compared to Altea
■ STP — Segmentation, Targeting, Positioning
Segmentation
•​ Professionals, couples, families
•​ Value fitness & wellness
•​ Regular users of classes
•​ Best around condo/urban areas
Targeting
•​ Primary Target: Busy professionals
•​ Secondary Target: Families with children
Positioning
•​ Premium all-in-one wellness club
•​ 'More than a gym'
•​ Experience-driven

■ Marketing Objectives
•​ Prioritize health and wellness lifestyles
•​ Encourage commitment through community and various fitness options
•​ Influence consumers through psychological and social factors
•​ Build a culture of support and encouragement using reference groups for promotion

■ Marketing Mix — 4 Ps

PRODUCT PRICE
• Premium fitness and wellness club • GOLD: $75.99
• Relies on exclusivity • PLATINUM: $89.99
• Large depth of service — various fitness regimes • DIAMOND: $119.99
• (Three-tier monthly membership)

PLACE PROMOTION
• 4 major Canadian cities • Lifestyle branding
• Dense urban community • Centered around community
• Highly curated spaces reflect price point • Selling an experience and self-improvement

■ SWOT Analysis

STRENGTHS WEAKNESSES
• All-inclusive premium membership • Limited footprint
• Superior recovery tools • Membership pricing not publicly listed
• Strong family programming • Lower brand awareness vs. GoodLife
• Community-centered culture • No student or corporate discount tiers currently
available
• Multi-club access limited to upper membership
tiers
 OPPORTUNITIES THREATS
• Active expansion across Ontario and Canada • Inflation reducing discretionary spending on
• Growing consumer demand for wellness and memberships
recovery services • GoodLife's scale advantages and corporate
• Corporate wellness partnerships and B2B partnerships
memberships • Growth of budget gym operators targeting
• Digital/hybrid programming to extend member price-sensitive consumers
engagement

■ Customer Insights & Value Proposition

•​ Altea targets high-income, lifestyle-focused members by offering an elite 'social wellness club'
experience that merges boutique fitness, luxury recovery, and community spaces
•​ GoodLife serves the mass market by prioritizing maximum convenience, affordability, and functional
accessibility through its massive national network
•​ Movati appeals to value-seeking premium members by providing an elevated, family-friendly
environment that balances high-end studio variety with large-scale gym accessibility

■ Implementation Timeline
Opening to Month 3
•​ Founding member rate
•​ Social media expansion
Month 3 to Month 9
•​ Introduction of normal membership rate
•​ Community events
•​ Local advertising sources
Month 9 to Month 12
•​ Challenges with prizes and incentives
•​ Family and friends referral program

■ KPIs
•​ New Customer per Month: Track new members sign-ups. Shows growth and marketing success
•​ Retention Rate: Track members renewals. Shows loyalty
•​ Monthly Revenue: Income from memberships and services. Shows financial performance
•​ Class Attendance: Measures class participation. Shows popular programs
•​ Facility & Equipment Usage: Tracks peak usage. Helps reduce wait times

■ Recommendations
•​ 01 — Expand into major Canadian markets to grow brand awareness
•​ 02 — Launch a long-term referral program to drive word-of-mouth growth
•​ 03 — Build corporate wellness partnerships to attract steady new members

■ Conclusion
•​ Altea has built a strong position in Canada's premium fitness market
 •​ Its lifestyle and wellness model clearly stands out from traditional gyms
•​ Strong early growth shows demand for a luxury, all-in-one fitness experience

Exam Hook — Altea

Altea is the textbook premium service positioning case. Tiered pricing (Gold/Platinum/Diamond) is
a differentiated targeting strategy. Competitive against GoodLife (scale/affordability) and Movati
(mid-premium). Recovery + community differentiation is the moat. Jeff York's 'Don't call it a gym'
quote captures the positioning.
 COSTCO
Marketing Strategy Analysis

■ Executive Summary
Costco maintains one of the most unique, effective, and value-based marketing strategies in the retail industry.
Analysis evaluates Costco through competitive position, STP framework, marketing mix, value proposition, and
KPIs.
Key Finding
Costco's marketing plan is strong, competitively differentiated, and should receive continued support. The
strategy drives customer loyalty, reinforces value, and fosters long-term success through precise targeting and
world-class execution.
Recommendation
Maintain and support the current marketing plan — proven highly effective.

■ Company Overview
Founded 1983 by Jim Sinegal and Jeff Brotman; first warehouse in Seattle; inspired by
Price Club model

Global Presence Over 900 warehouses in 14 countries; third-largest retailer worldwide by

revenue

Membership Model Gold Star ($65/year) and Executive ($130/year) drive customer loyalty

■ SWOT Analysis

STRENGTHS WEAKNESSES
• 90%+ membership renewal rate • Limited product selection (~4,000 SKUs)
• Strong brand reputation • Membership fees may deter shoppers
• Kirkland Signature private label • Limited e-commerce vs Amazon
• Low prices through high volume • Large format unsuited for quick trips
• Global presence across 14 countries

OPPORTUNITIES THREATS
• Growing bulk shopping demand • Strong competition
• E-commerce expansion • Amazon's online dominance
• Organic product growth • Rising inflation affecting spending
• International market expansion • Market saturation in North America
• Executive membership growth

■ Competitive Position
•​ Sam's Club: Walmart's warehouse model; more cost-conscious shoppers and small businesses
 •​ BJ's Wholesale: East Coast focus with smaller pack sizes and greater product variety
•​ PC's Wholesale Club: No membership required; broader accessibility but less exclusive positioning
•​ Amazon: Digital dominance with convenience and fast delivery in e-commerce space
Costco maintains top position through high membership renewal (90%+), loyal customer base, and reputation for
quality and value.

■ STP — Segmentation Strategy

Geographic
•​ Urban and suburban markets with high-volume demand
•​ Adapts to local preferences across 14 countries, including smaller stores in Japan
Demographic
•​ Middle- and upper-income households ($100K+ average)
•​ Large families, professionals, entrepreneurs with bulk purchasing power
Behavioral
•​ Value-based consumers prioritizing price and quality
•​ High loyalty with deliberate purchasing patterns and planned shopping trips
Psychographic
•​ Deal-conscious shoppers enjoying 'treasure hunt' experience
•​ Rotating assortment creates discovery and excitement

■ Targeting
•​ Primary: Families & value-oriented households (B2C)
•​ Secondary: Small businesses & bulk buyers (B2B)
•​ Focus: High-volume, high-frequency consumers

■ Positioning
•​ Premium quality at low prices (not just cheap)
•​ Membership = exclusivity + loyalty
•​ Value discovered in-store, not advertised

■ Marketing Mix — 4 Ps

PRODUCT PRICE
• Selective, high-quality, in-demand products with • Value-driven pricing with LOW MARKUPS (14% cap)
limited SKUs for efficiency • Bulk pricing and membership models
• Kirkland Signature private label — premium quality • Products discounted 21%+ vs Walmart through
at lower prices warehouse efficiency and supply chain optimization
• One brand per category • Gold Star: $65/year
• Food court items ($1.50 hot dog) • Executive: $130/year with 2% cashback
• Rotisserie chicken loss leaders • Direct manufacturer shipping; products sold off
pallets

PLACE PROMOTION
 • Large warehouses in population-dense suburbs • Minimal advertising spend
• Simple, efficient layout with products on pallets • Word-of-mouth marketing through member
and industrial shelving advocacy
• Growing online presence through website and app • 'Treasure hunt' environment with limited-time
offers generates organic excitement

■ Customer Insights & Value Proposition

Customer Insights
•​ Customers want high quality at affordable prices, especially when buying in bulk
•​ Customers value simplicity, convenience, and trust in their shopping experience
•​ Fewer product choices reduce complexity and build reliability
Value Proposition
•​ High-quality products at low prices through high-volume, low-margin model
•​ Membership program drives customer loyalty
•​ Kirkland Signature: national-brand quality at lower prices
•​ Integrity and respect for customers and employees builds trust and loyalty

■ Key Performance Indicators — Concrete Numbers

Membership Renewal 92.2% — End of 2025 renewal rate; shows high customer satisfaction

Membership Growth 5.4% — Households with memberships increased in 2025

Net Promoter Score 79 — Exceptional customer loyalty score (industry average: 41)

■ Strategic Recommendation
Maintain Current Strategy
•​ Proven effectiveness across all marketing dimensions with outstanding KPI performance
Continue Core Strengths
•​ Invest in membership model, bulk value pricing, product assortment, and Kirkland brand
Monitor Metrics
•​ Track renewal rates, membership growth, and NPS to ensure continued success

Exam Hook — Costco

Costco is the EDLP + private-label case study. 14% markup cap is the key mechanical detail. 92.2%
renewal and NPS 79 vs. industry 41 are the killer stats. Kirkland Signature is a private-label brand
(manufacturer's margin captured). 'Treasure hunt' is psychographic-based retailing. Limited SKUs =
operational excellence.
 LEGO
Group 18 — Steve Irwin 20th-Anniversary Legacy Set

■ About LEGO — Introduction & Background

•​ The LEGO Group is one of the most recognized and beloved toy manufacturers in the world
•​ Global toy leader known for interlocking brick system
•​ Founded in 1930s → from small workshop to 130+ countries
•​ Core idea: 'play well' & creativity-driven learning
•​ 1949 brick design still used today (high compatibility)
•​ Recovered from 2000s crisis → strong growth & global presence

■ Market Analysis
STEM Toys
•​ Growing demand
•​ Promote cognitive growth, spatial reasoning, problem-solving abilities
•​ Popular among parents
AFOLs (Adult Fans of LEGO)
•​ Tend to buy nostalgic themes, collector editions, and display models
Technology
•​ Digital and hybrid play appeal
•​ Video games

■ Competitor Analysis — 3 Tiers

1. Price-Based Competitors
•​ Lower-cost brick brands
•​ Mimic LEGO's building system
•​ Appeal to gift buyers and budget-conscious families
2. Brand and IP Competitors — Hasbro and Mattel
•​ Compete for licensing deals, shelf space, and co-marketing opportunities
•​ Their franchise creates competition for consumer attention and retailer visibility
3. Digital Entertainment Platforms — Roblox, Minecraft, Fortnite
•​ Offer limitless creativity in virtual worlds
•​ Competes directly for children's time and imagination

■ STP — Segmentation
Demographic Segments
•​ Children (ages 4–12) — core play audience
•​ Teens (13–18) — more advanced sets, STEM, robotics
 •​ Adults (18+) — 'AFOLs' (Adult Fans of LEGO), collectors, nostalgia buyers
•​ Parents — purchasers seeking educational value
•​ Gift buyers — holidays, birthdays, special occasions
Demographics
•​ Creativity-driven consumers
•​ STEM/engineering-oriented learners
•​ Pop-culture fans (Star Wars, Marvel, Harry Potter)
•​ Nostalgia-driven adults
•​ Collectors who value limited editions
Psychographics
•​ Skill-based builders (beginner to expert)
•​ Fans of specific franchises
•​ Display-oriented buyers vs. play-oriented buyers
•​ Buyers who value sustainability (LEGO's plant-based plastics initiative)

■ LEGO Marketing Objectives

High-Quality
•​ Trustworthy household name
•​ Well-recognized
Wholesale Network
•​ Worldwide retail stores
•​ Emerging markets
•​ Consistent branding
Leveraging Nostalgia
•​ All Ages → Kidult
•​ Product collaborations
•​ Product innovations
Sustainable Commitment
•​ Use of sustainable materials by 2032
•​ Pursuit of shifting trends

■ Strategic Partnerships
•​ Current brand collaborations
•​ Famous franchise partnerships
•​ The LEGO Movie (2014) → sequels
LEGO Ideas Platform
•​ Vote feature for community
•​ Identify product & demand
•​ Future product lines

■ New Product & Marketing Campaign — Steve Irwin 20th-Anniversary Legacy Set
•​ Steve Irwin, a saltwater crocodile, a koala, a dual-sided display base
 •​ Conservation-themed decorative elements
•​ Educational pamphlet with QR code linking to Wildlife Warriors learning pages

■ Marketing Mix — 4 Ps (New Set)

PRODUCT PRICE
• Steve Irwin, saltwater crocodile, koala, dual-sided • Premium, value-based pricing model
display base • Reflects durability, educational value, and cost of
• Conservation-themed decorative elements licensing
• Educational pamphlet with QR code • Mid-to-upper tier
• Links to Wildlife Warriors learning pages • Similar to LEGO Ideas sets in the 800-piece range
• Each purchase includes micro-donation to Wildlife
Warriors

PLACE PROMOTION
• Distribution strategy = omnichannel • Built on storytelling, partnerships, and community
• Global engagement
• [Link], LEGO stores, online and in-person • YouTube Kids, Instagram, TikTok, and co-branded
retailers campaigns with major franchises
• Early access and exclusive displays in Australian • Reliance on user-generated content and the AFOL
LEGO stores, the Australia Zoo and partner retailers community
• Extend product into experiential spaces: zoos, • Robert Irwin: global ambassador
aquariums, science centers, nature museums • Flagship hero video launch introducing the set and
its conservation mission
• #BuildAHabitat challenge across social media
• Weekly video features sharing wildlife facts

■ Customer Insights & Value Proposition

Customer Insights
•​ Nostalgia-driven demand: emotional attachment to Steve Irwin strengthens purchase intent and brand
loyalty
•​ Parental influence: adult consumers transfer preferences to children
•​ Modern parents prioritize toys with educational & developmental value (cognitive + social skills)
Value Proposition
•​ Edutainment offering: combines creative play with wildlife & ecological learning
•​ Values alignment: appeals to sustainability and social responsibility
•​ Authentic narrative: product linked to Steve Irwin's conservation legacy → deeper meaning
•​ Collectibility: durable, timeless design → long-term display and emotional value

■ Implementation Plan — 4 Phases

Weeks 1–4 — Foundation Setting Phase
•​ Finalize, approve, establish
•​ Secure early contracts with Robert Irwin + NGO partners
•​ Set up full analytics architecture
Weeks 5–12 — Anticipation Building Phase
 •​ Release teaser content
•​ Run a pilot version of the Build-A-Habitat Challenge
•​ Retail displays
Weeks 13–24 — Full Campaign Launch Phase
•​ Release commercials with Robert
•​ Build-A-Habitat Challenge officially launches to the public
•​ Introduce limited-edition product bundles
Weeks 25–36 — Scaling, Optimization, Monitoring Phase
•​ Introduce updated creative variations
•​ Localized adaptations for new markets

■ KPI — Success Metrics Overview

Financial Efficiency & Growth
•​ Maximize ROI on $4M budget
•​ Track sales volume vs. commemorative launches
•​ Optimize CAC for Lifetime Value
Community Activation & NGO Impact
•​ Drive #BuildAHabitat Challenge participation across platforms
•​ Leverage Robert Irwin's 'Earned Reach'
•​ Boost long-term ecosystem awareness
Purpose-Driven Brand Lift
•​ Build brand connection to conservation
•​ Quantify success via micro-donations

■ KPI Target Benchmarks

Sales Performance Aim for 2.2% conversion rate — exceeds industry standards

Cost Optimization Maintain customer acquisition cost below $60

Ambassador ROI Leverage Robert Irwin to drive 10,000+ in organic media value

Exam Hook — LEGO

The LEGO Irwin case is a PRODUCT LAUNCH using: (1) brand extension to a new collaboration, (2)
omnichannel distribution, (3) value-based premium pricing, (4) influencer ambassador (Robert
Irwin), and (5) social challenge (#BuildAHabitat). Budget is $4M. Diffusion: AFOLs are early adopters
for such sets. Competitor tiers: price-based, IP-based, digital platforms.
 RIBBIT
Group 13 — 'Eat the Frog, Own the Day'

■ Intro & Company Overview

What is Ribbit?
A start-up productivity app designed to reduce procrastination and improve time management.
How it Works
Ribbit is an app-based system that prioritizes focused daily goals. It is a freemium mobile app launching Fall
2026.
Core Mission
Emphasis on daily high-priority task completion to 'Eat the Frog. Own the Day'.

■ Market Analysis — SWOT

STRENGTHS WEAKNESSES
• Simple app design focused on task prioritization • Limited brand awareness as a new market app
• Differentiates through 'eat the frog' principle • Unmeasured conversion rates and user interest
• Offers hybrid model (digital app + optional physical • Limited financial resources
planners)

OPPORTUNITIES THREATS
• Social media offers cost-effective marketing • Established platforms with free tools (Google,
• Growth in digital learning and remote work Microsoft, Apple)
environments • Low commitment costs for users
• Increasing demand for digital productivity • Retaining long-term users and premium subscribers
management tools

■ Competitors
•​ Todoist: Flexible, all-in-one tool with cross-platform integration. Weakness: time-consuming to set up
•​ Notion: Highly customizable to user preferences and aesthetics. Weakness: steep learning curve
•​ Forest: Gamifies focus; simplified app interface. Weakness: limited in-app task planning
•​ Microsoft 365: Widely used in education and workplace. Weakness: focuses on scheduling/completion,
not prioritization
•​ Google: Free tools (Calendar, Tasks) with Gmail account. Weakness: missing dedicated task prioritization

■ STP Strategy — Segmentation

Demographic
•​ Ages 18–35
•​ Students & young professionals
•​ Busy, multi-responsibility lifestyles
Psychographic
•​ Ambitious & goal-oriented
•​ Value efficiency
•​ Want better habits
Behavioral 1
•​ Entrepreneurs/self-employed
•​ Unstructured work environment
•​ Need prioritization tools
Behavioral 2
•​ Existing productivity app users
•​ Dissatisfied with current tools
•​ Open to switching

■ Targeting
Target Market
•​ Students & young professionals (18–35)
•​ Busy schedules
•​ Struggle with procrastination
Needs
•​ Stay organized
•​ Reduce overwhelm
•​ Improve productivity

■ Positioning
For university students and young professionals, Ribbit is a task management tool that supports users in
prioritizing and completing their most important task first. Unlike other productivity platforms, Ribbit places the
Eat the Frog principle as the main pillar of its design to reduce app complexity and support consistent daily
action.

■ Marketing Mix Strategy

PRODUCT PRICE
• Productivity app based on 'Eat the Frog' • Freemium model
• Focus on one key task per day • Free version with core features
• Simple, low-complexity design • Affordable premium subscription
• Optional physical planner (hybrid system) • Planners sold separately

PLACE PROMOTION
• App Store & Google Play • Social Media: TikTok & Instagram influencers
• Ribbit website • Advertising: targeted digital ads
• University bookstores (physical planners) • Sales Promotion: 14-day free trial
• PR: campus ambassadors & events
■ Marketing Objectives
•​ Build strong brand awareness
•​ Drive app downloads
•​ Convert users into regular users
•​ Increase premium subscriptions
•​ Maintain high engagement
•​ Build long-term loyalty

■ Customer Insights & Value Proposition

Insight
•​ Too many tools → overwhelm, choice fatigue, productivity guilt
Problem
•​ Complex apps + long to-do lists → stress, no real focus
Solution — Eat the Frog Principle
•​ Prioritize the most important task first
•​ Eliminate unnecessary busy work
•​ Reduce decision-making and distractions
•​ Build daily momentum early in the day
Value
•​ Simple and structured
•​ Clarity and focus
•​ Productivity

■ Implementation Plan
Phase 1: Foundations
•​ Product Development — finalize UI/UX design and integrate Premium analytics
•​ Beta Testing — testing with students and young professionals
•​ Brand Identity — establish brand voice, messaging tone, and visual identity
Phase 2: Pre-Launch
•​ Campus Ambassadors — hiring at Canadian universities
•​ Creator Partnerships — collab with productivity creators on TikTok, Instagram
•​ Teaser Marketing — launch 'Eat the Frog' challenge
Phase 3: Launch
•​ Acquisition & Conversion — 14-day Free Premium trials, referral bonuses, targeted social ads
•​ Physical Distribution — planners via University Bookstores
•​ Engagement Events — ambassador-led productivity workshops and digital events

■ Metrics & KPIs — Target Numbers

App Downloads — Monthly 1,000 downloads

App Downloads — 3,000 downloads

Quarterly
 Usage Rate — Daily 20% of users

Usage Rate — Weekly 40% of users

Conversion Rate — Monthly 30% of users

Conversion Rate — Annually 30% of users

Physical Purchases — 3% of users

Monthly

Physical Purchases — 5% of users

Annually

■ Summary & Recommendations

•​ Ribbit is a productivity app for students and young professionals
•​ Designed to help users 'Eat The Frog. Own The Day.'
•​ Offers freemium, paid subscription options, and a hybrid planner
Key Recommendations
•​ Prioritize premium subscription model
•​ On-campus marketing
•​ Push of hybrid planner sales
•​ Close monitoring of KPIs

Exam Hook — Ribbit

Ribbit is the textbook NEW PRODUCT LAUNCH case. Freemium pricing, 14-day trial, hybrid
digital-physical distribution (app + planner), campus ambassadors as personal selling. The 'Eat the
Frog' principle is a simple positioning angle that simplifies choice among complex competitors.
 NOTION CAREER OS
Group 9 (Vertex Consulting) — 'The Operating System of the Future'

■ Introduction — The Problem & The Solution

The Problem
Students struggle to balance their academics with their career prep.
•​ Internships
•​ Resumes
•​ Networking
•​ Scholarships
•​ Spreadsheets
•​ Calendars
•​ Email
•​ Managerial apps
The Solution
Career OS = Notion extension for career management. All-in-one platform:
•​ Internship tracker
•​ Resume dashboard
•​ Networking manager
•​ Scholarship tracker

■ Current Student Behavior — How Students Manage Career Tasks Today

Email 30.0%

Spreadsheets 25.0%

Notes apps 20.0%

Career platforms 15.0%

Other 10.0%

Key insight: Most students use fragmented tools — no centralized system.

■ Market & Competitor Analysis

Market Insight
•​ Rising pressure on students to secure internships & early-career opportunities
•​ No centralized system → reliance on fragmented tools
•​ Growing demand for career-focused productivity solutions
Target Segment
•​ Ambitious students (Business, STEM, Pre-law/med)
 •​ High need for organization + measurable outcomes
•​ Likely to adopt long-term habits early
Market Positioning Map
Career OS = Only Integrated Career Operating System
•​ LinkedIn: career-focused but low flexibility
•​ Handshake: career-focused, mid flexibility
•​ Trello/Asana: low career focus, low flexibility
•​ Notion: low career focus, high flexibility
•​ Career OS: HIGH career focus, HIGH flexibility — the gap being filled

■ STP — Segmentation, Targeting, Positioning

Demographic
•​ University students
•​ Recent graduates
•​ 18–30 years old
Geographic
•​ Global reach
•​ Accessible
Psychographic
•​ Goal-oriented, productive
•​ Plans ahead
•​ Cares about professional development
Behavioral
•​ Handles many tasks at once
•​ Seeks a one-stop platform to keep organized

■ Marketing Objectives
1. Expand University Adoption
•​ Integrate into student workflows
•​ Campus ambassadors & career center partnerships
•​ Build early adoption → long-term retention
2. Reposition as Career OS
•​ Shift from productivity → career outcomes
•​ Emphasize structured career planning
•​ Strengthen brand around ambition & success
3. Drive Freemium Conversion
•​ Free version to attract students
•​ Premium features for career advancement
•​ Increase paid subscriptions over time

■ Marketing Mix — 4 Ps
 PRODUCT PRICE
• Career OS Templates • Freemium model (free + 'Career Pro' $5/month)
• Guided dashboards & progress tracking • Affordable for students
• Flexible + career-focused workflows • University partnerships / bulk access

PLACE PROMOTION
• Digital platform (Notion app & website) • Focus on career outcomes
• University & career center integration • Social media
• Campus ambassador distribution • Campus events & student partnerships

■ Customer Insights and Value Proposition

•​ High demand from students for the best online tools to make their academic and professional journey
better
•​ Shared feeling of being overwhelmed but wanting to organize themselves and thrive
Value
•​ Centralized career management system that is easily customizable
•​ Helps university students and early-career professionals navigate entering the job market in a way that
feels organized and purposeful

■ Implementation Phases
Phase 1 (Months 1–3) — Pilot
•​ 3–5 universities
•​ Test core features
•​ Collect feedback
Phase 2 (Months 4–6) — Expand
•​ Expand to more campuses
•​ Partnerships
•​ Social media promotion
•​ 30-day free trial
Phase 3 (Months 7–12) — Growth Stage
•​ Retention & paid users
•​ Referral incentives
•​ Student success stories
•​ University partnerships

■ Implementation Plan Summary

•​ 3-stage rollout (Year 1): Pilot → Expand → Grow
Focus Areas
•​ Testing
•​ Partnerships
•​ Adoption
Gradual rollout reduces risk.
■ Metrics & Evaluation (KPIs)
Market Sign-ups, MAU (Monthly Active Users)

Brand Engagement, Feedback

Revenue Conversion, Retention

Target 8,000–10,000 users

■ Conclusion — Problem → Solution → Strategy

•​ Problem: Fragmented tools → low efficiency
•​ Solution: Career OS — all-in-one platform
•​ Strategy: University partnerships + Ambassadors + Social

Exam Hook — Career OS

Career OS is a SaaS product launch case. Freemium ($5/mo premium) + university partnerships
(B2B2C). Positioning map is a central deliverable — Career OS fills the gap (high career focus + high
flexibility). 3-phase rollout: Pilot → Expand → Grow is a standard risk-managed rollout template.
 ARC'TERYX
Marketing Strategy Report — 'The Apex of Technical Design'

■ Presentation Agenda
•​ Company Introduction
•​ Global Outdoor Apparel Market
•​ Competitive Landscape
•​ SWOT Analysis
•​ STP Strategy
•​ Marketing Objectives
•​ The Marketing Mix (4 Ps)
•​ Customer Value Proposition
•​ Implementation Plan
•​ KPI and Metrics
•​ Conclusions & Next Steps

■ Competitive Landscape
Patagonia — Sustainability Leader
•​ Positioning: Closest competitor in the premium segment, driven by activism and environmental
responsibility
•​ vs. Arc'teryx: Patagonia wins on eco-narrative; Arc'teryx wins on technical precision and silhouette
The North Face — Mainstream & Lifestyle
•​ Positioning: Bridges performance and streetwear fashion; highly accessible with broad distribution
•​ vs. Arc'teryx: TNF is ubiquitous and fashion-forward; Arc'teryx is specialized, exclusive, and purist
Columbia — Accessibility & Value
•​ Positioning: Targets price-sensitive mass market; focuses on functionality at a lower cost
•​ vs. Arc'teryx: Minimal overlap. Columbia is utility for all; Arc'teryx is equipment for the elite
Arc'teryx Advantage — 'The Technical Apex'
While competitors diversify into lifestyle (TNF) or focus on value (Columbia), Arc'teryx doubles down on
obsessive design and specialized performance. High price points justified by elite reputation and material
innovation, creating a niche but fiercely loyal customer base.

■ STP Strategy
01. Segmentation — 3 Customer Personas
•​ Pinnacle Specialist — Who: Professional guides, alpinists, high-altitude athletes. Needs: life-safety
equipment, SV (Severe Weather) & Alpha lines
•​ Aspirant Adventurer — Who: Frequent recreational climbers, backcountry skiers, trekkers. Needs:
versatile protection vs. comfort. Beta & Gamma lines
•​ Urban Enthusiast — Who: 'Gorpcore' aesthetic fans, commuters, social signalers. Needs: weather
protection, style, brand prestige
02. Targeting
•​ Secondary Priority — Maintain Authenticity: Crucial for brand authority. Target Pinnacle Specialists with
'Alpha' series to validate technical leadership
•​ Primary Priority — Growth Driver: Largest opportunity. Focus Aspirant Adventurers on Beta series to
maximize satisfaction through versatility
•​ Tactical Priority — Redirect: Steer Urban Enthusiasts towards 'System_A' & 'Veilance' to prevent misuse
of technical shells & improve lifecycle
03. Positioning
'The Apex of Technical Design'
'Arc'teryx bridges professional-grade engineering with quiet luxury. Design is never compromised for fashion, yet
the aesthetic has become a status symbol.'
Key Differentiators
•​ 80% Direct-to-Consumer (Control)
•​ Form-Follows-Function Philosophy
•​ Uncompromising Technical Authority

■ Marketing Mix — 4 Ps

PRODUCT PRICE
• Technical Excellence: meticulously designed gear • Premium Positioning: high price points reflect
using advanced materials (e.g., Gore-Tex) for extreme exceptional craftsmanship, innovation, and longevity
conditions • Signals exclusivity and superior quality
• Focus on durability, mobility, and protection • Targets consumers willing to pay for reliability over
• 'Obsessively designed' for mountain athletes; affordability; justifies cost through performance
positioned as long-term investment gear

PLACE PROMOTION
• Selective Distribution: available primarily through • Authentic Storytelling: marketing through genuine
official retail stores and owned online platforms outdoor experiences rather than traditional
(DTC) advertising
• Strong Direct-to-Consumer (DTC) focus ensures • Athlete validation: products proven in real-world
control over brand presentation scenarios
• Retail locations act as service hubs and community • Community Engagement: Arc'teryx Academies and
centers for expert guidance events build deep loyalty

■ KPIs and Metrics

Acquisition — New Starting Customers
•​ Volume of first-time buyers specifically purchasing from the newly categorized 'Beginner' product
collection
•​ Why it matters: validates the strategy's ability to attract and convert newcomers to the brand
Retention & LTV — Progression Rate
•​ The percentage of customers who upgrade from beginner gear to intermediate or expert-level products
over successive seasons
•​ Why it matters: key indicator of deepening brand loyalty and increased Customer Lifetime Value (LTV)
Engagement — Survey Completion Rate
 •​ The ratio of website visitors who initiate and successfully complete the experience-level questionnaire
•​ Why it matters: measures user adoption of the guidance tool and the effectiveness of its UX design
Conversion — Recommendation Conversion Rate
•​ The percentage of users who purchase a product specifically suggested by the recommendation engine
•​ Why it matters: validates the accuracy of the recommendation algorithm and its impact on sales

■ Conclusion & Next Steps — Strategic Summary

Maintain Authority & Simplify Choice
Reorganize product lines by experience level (Beginner, Intermediate, Expert) to help new customers navigate
technical gear without diluting the premium brand image.
Deploy Survey Recommender
Launch the digital assessment tool to match user needs with specific products, reducing 'over-speccing' and
minimizing return rates.
Authentic Storytelling Support
Support the segmentation with content showing athlete progression, reinforcing that Arc'teryx is a partner in the
customer's outdoor journey.
Track KPIs for Loyalty
Monitor progression rates and survey engagement to ensure the strategy deepens customer loyalty and
increases lifetime value.
The Outcome — Precision-Driven Growth & Brand Affinity
By implementing this strategy, Arc'teryx aligns its premium positioning with customer needs. This approach not
only clarifies the buying process but builds a community where every customer feels equipped to handle their
specific outdoor challenges.

Exam Hook — Arc'teryx

Arc'teryx is the 'premium-specialized' case versus Patagonia (sustainability) and TNF (mass). Three
personas: Pinnacle/Aspirant/Urban. Primary target = Aspirant (growth driver). 80% DTC = selective
distribution + brand control. KPI framework = Acquisition/Engagement/Retention & LTV/Conversion
— this is a textbook full-funnel KPI design.
Cross-Presentation Quick Comparison
■ Positioning Statements at a Glance
Coca-Cola Happiness, connection, lifestyle (emotional brand)

Spotify Personalization & discovery tools; diverse content

Lululemon Premium high-performance lifestyle brand — quality, comfort, innovation,

community

Crumbl Exclusivity + aesthetics + social experience (Instagrammable dessert)

Altea Premium all-in-one wellness club; 'more than a gym'

Costco Premium quality at low prices (not just cheap); membership = exclusivity +
loyalty

LEGO Irwin Set Edutainment + conservation legacy + collectibility

Ribbit 'Eat the Frog' — simplest prioritization tool

Career OS Only integrated career operating system

Arc'teryx The Apex of Technical Design — quiet luxury + engineering

■ Pricing Strategy Map

Coca-Cola Value-based in developed markets / Penetration in emerging (Chhota Coke) /
Competitive vs. Pepsi

Spotify Freemium + tiered premium (Student, Duo, Family)

Lululemon Premium value-based

Crumbl Premium per-cookie pricing

Altea Tiered premium — Gold $75.99 / Platinum $89.99 / Diamond $119.99

Costco EDLP + 14% markup cap + membership ($65/$130)

LEGO Irwin Set Premium value-based (mid-to-upper tier, similar to 800-piece Ideas sets)

Ribbit Freemium + premium subscription

Career OS Freemium + $5/mo Career Pro

Arc'teryx Premium (high price points justified by engineering + brand)

■ Distribution Strategy Map

Coca-Cola INTENSIVE — everywhere possible

Spotify Digital-only (app + web)

Lululemon SELECTIVE — own stores primarily

Crumbl Franchise locations + omnichannel advertising across 14 platforms

Altea 4 major Canadian cities; dense urban focus

Costco Warehouse clubs in urban/suburban markets + growing online

LEGO Irwin Set OMNICHANNEL — [Link], stores, retailers, experiential (zoos)

Ribbit App stores + website + university bookstores

Career OS Notion app/website + university integrations

Arc'teryx SELECTIVE — 80% DTC + official stores

■ Key Numbers to Memorize

Spotify market share 37%

Coca-Cola organic revenue 4–5% in 2026

target

Coca-Cola supply chain 97%+ on-time

reliability

Costco membership renewal 92.2%

Costco NPS 79 (industry avg. 41)

Costco markup cap 14%

Crumbl omnichannel sales 55%

boost

Crumbl ROI benchmarks Typical 5:1, Exceptional 10:1

LEGO Irwin Set budget $4M

LEGO Irwin target 2.2%

conversion

LEGO Irwin CAC target < $60

Career OS target users 8,000–10,000

Career OS Premium price $5/month

Ribbit monthly download 1,000

target

Altea pricing tiers $75.99 / $89.99 / $119.99