"Yuva" is a fitness band catering to Indian youth in bwer prae segment. There is a
vast market who are health conscious and wants the latest tech in warable device
category. There are currently two fitness band that is being sold by the company
NMUMS GLOBAL ACCESS
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NMIMS CONTINUING EDUCATION
NMIMS Global Access
School for Continuing Education (NGA-SCE)
Course: Marketing Management
Internal Assignment Applicable for December 2020 Examination
Given below are the prices.
Yuva Basic
Rupees 8997-
Rupees 11997
Yuva Pro
The product quality is good given price range. It has all fitness feature supported by
a colourful design. It has a bigger display as compared to their competitors. The
company has purposely kept the display bigger for the youth audience as they want the
feel of a smart watch at the price of fitness band.
The company has a plan to sell only through online platform The product is available
on major ecommerce platform as well as on the company's own website. It has just
been 15 days that the product is launched but it doesn't have any demand from
consumers. There is no problem with the product but there are no promotions done by
the company. You have been hired as a Marketing head of the brand Yusa.
(10 Marks)
1. Suggest various types of segmentation for the brand Yusa.
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In this influx of technology, you can’t really call yourself smart until you swipe your finger across the screen of a smartphone on almost every occasion, to all intents and purposes, from the time you open your eyes in the morning till the time you close them at night.
But, it doesn’t stop there. We are surrounded by gadgets literally everywhere, and a fitness tracker is a comparatively new entrant. These days people of all age groups are sporting all sorts of fitness devices. For most fitness enthusiasts, life is now revolving around monitoring our calorie burn, tracking the number of steps we take, the number of hours we sleep, and so on.
Even kids today don’t ask for sports watches — they want fitness bands to be cool and trendy. The craze has reached such a pitch that even gym facilities have started offering fitness bands as rewards for members to work out. In the US, these ubiquitous bands have picked their way to McDonald’s Happy Meals to encourage physical activity. US-headquartered research firm Gartner recently estimated that by 2020 there will be 500 million fitness wearables adorning consumers across the world.
Even internet giant Google has now acquired wearable company Fitbit in a bid to enter the luring space. The acquisition, valued at a whopping $2.1 billion, was finally closed on November 1. This growing acceptance and importance of trackers bring two important questions to the fore. One, what is it about these devices that they are enjoying all the attention now? Secondly, do these devices even fulfill the purpose of their purchase? “Fitness trackers through
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