GPS Watch keynote (in the works)

1. (Situation)

5. Automobile Fitness
Aviation Marine
7%
10%
21%
62%

7. Overview
SEGMENTATION
TARGET MARKET
LINE OF PRODUCTS
IMC
PUSH/PULL
PLC
COMPETITIVE ANALYSIS

8. Segmentation
Geographic Demographic
Psychographic Behavioral

9. Segmentation
Geographic Demographic
Psychographic Behavioral

10. Geographic
•North America: 61.2% of Garmin’s Revenues
•Density: All (Urban, Rural, Suburban)

11. Demographic
•Age: 20-55
•Gender: Slight focus on men
(Psychographic: performance)
•Occupation: Athletes, amateur to elite
•Income: Middle to high class, top 50%

12. Psychographic
• Techno-Addict: Training simultaniously
recorded online via Garmin Connect
•Performance-driven personalities

13. Behavioral
•Benefit sought: Quality
(Premium product, not everyday watch)
•User status: First time user (Garmin
watches last many years)

14. Target Market

15. Target Market
Middle-Age: 20-35
Upper-Age: 36-55
Athletes
Luxury Recreation
Marathon/Triathlon Participants

16. Promotion Objectives:
Interest
•Awareness
•Interest: Increase the consumer’s desire to
learn about Garmin sports watches
•Evaluation
•Trial
•Adoption

17. The GPS Watches

18. Forerunner 610 (running)
• Touch Screen Interface
• Workout Planning
• Heart-Rate Monitor

19. Forerunner 910XT
• Multi-sport Atheletes
• Fully Water Resistant
• Tracks Swim Metrics

20. Approach S1
• Locks in yardage &
measures distance
•Preloaded courses

21. Integrated Marketing Communication
Personal Public
Advertising
Selling Relations
Sales Direct
Promotion Marketing

22. Advertising

23. Billboards

24. Television

25. Sports Radio

26. Sports Magazines

27. Personal Selling

28. Public Relations
Social Networks

29. Sales Promotion
•Seasonal Discounts
•Prizes in a Race

30. Direct Marketing
• Email updates
• Telephone
• Face-to-face

31. GOAL:
Increase Sale of
Garmin Sports Watches

32. Channel Strategies:
Push vs Pull
Wholesaler Wholesaler
Retailer Retailer
Consumer Consumer

33. Product Life Cycle
•Growth Stage
•Advertising to Differentiate Attributes from
those of Competing Brands:
-Variety of Different Watches
-Free and Widely-Used Garmin Connect
-Garmin specializes in GPS products

34. Competition

35. IMC Ranking
Advertising
Personal Selling
Sales Promotion
Public Relations
Direct Marketing

36. Recommendations
1. Research specific target
segments to
avoid wasted coverage

37. II. Focus IMC on
Advertising and Personal Selling

38. III. Extend advertising to
gyms / fitness centers
in smaller cities

39. Questions?