sports wearable : business case tomtom
TRANSCRIPT
Nathalie LAMRI – Business Case – TomTom 20/09/2016
Market Analysis
“Sports & Wellness” (France)
Sports & Wellness Wearables Market Very crowded market with a poor user-centric segmentation
X 2
X 3.5
Key Players S/W
CREDIBILITY IN SPORTS
BRAND RECOGNITION
CREDIBILITY IN TECH
MARKETING
GPS & MAPS TECH
DESIGN
STRONG PARTNERSHIPS
DATABASE/ANALYTICS
COMMUNITY/COACHING
UI/UX
Market O/T
Innovation in Tech (ie. AR, VR, sensors, action cameras , smart clothes, hearables…)
(Fast) growing adoption of IoT from end consumers
Data monetization: new business opportunities (BtoBtoC)
Price decline to drive market growth
Competition from smartphones, APP-based companies and Google
Competition from raising tech start-ups
Potential adverse legislations and restrictions on the use of PNDs and personal data
Saturation of current market segment
Establish the brand in Sports & Wellness and “re-write” the story telling
Have a more customer-centric approach (identify unique customer segments) and value propositions (ie. X-Trem/Urban Sports to reach the 15-25, Zumba, Yoga for women…)
Build loyal community(ies) and lasting UX (ecosystem/platform)
Generate high quality data (tracking) and analytics (BI)
Build strategic partnerships and affiliations with high value brands/organizations in Sports & Wellness, Ambassadors…
Develop innovative marketing strategies at retail and end consumer
Widen its market size thanks to product diversification and affordability
Explore new business model opportunities (ie: insurance companies)
Tomtom Key Challenges
Product diversification strategy (future?)
SPORTS « APPCESSORIES »
- Trackers in the devices themselves: boxing gloves, racquets… balls
LIFESTYLE WEARABLES
- Travels & City Guides
- Social Events, Dating
ACTION CAMERAS (360°) & DRONES
- Tourism Organizations
- Real Estate Agencies
INDOOR NAVIGATION
- “Wearable-to-store” (with AR) for local businesses, malls, shops
- Museums visits
-
Product Launch – oct. 2016 (France)
Introducing a new brand…
The smart companions to keep your kids fit and safe.
Why Kids & Teens? Kids/Teens love sport
Kids/Teens are early adopters of tech tools
Nobody is really addressing this target audience in Europe
Based on current Tomtom techno (low R&D and quick go to market)
More than one third of children are overweight or obese
All parents care for their kids’ health and safety (want their kids always at reach)
FitKid ® Multisport Tracker 7-12 years old
GoBike ® Biking GPS 7-12 years old
KidFit® Key Features
99 €
GoBike® Key Features
149€
2 social fun features that kids will love!
Communication Plan « Kids »
Oct. Dec. Nov. Janv.
8.6M
29 30
Sponsoring: Cross Bike European Championship Junior
Youtube Advertising: Favorite media of 7-14 audience
Cyprien, favorite kids and teens blogger
Communication Plan « Parents »
Oct. Dec. Nov.
PR Event: Invitation of the most influential Sport Medias and Bloggers with their kids
Janv.
Trade Marketing Plan
Oct. Dec. Nov. Janv.
17-3
Decathlon – “Tomtom Junior Tour” (10 cities in France)
19-3
Workshops
E-Learning Module to train retailers’ sales force in the stores
Retail Lifestyle BtoB Magazine “MoveUp!” to
establish “Tomtom Sports” brand
POS Material
This marketing presentation is personal and meant for exercise purposes only. This business case is fake and
purely created by me without any endorsement from any brands appearing in this presentation.