Marketing Campaign Essay

This assignment is about an analysis of a fitness app "Aaptiv"

Aaptiv has engaged our media teams to plan and manage a holiday campaign aiming to increase new user trials by 20%. The client has briefed the teams regarding the business and marketing objectives a few weeks ago. Also attached is the detailed company overview. Aaptiv is also seeking recommendations for a general marketing strategy. Please address the following: 

1. Name three latest consumer fitness trends in the US that can drive Aaptiv’s growth and market differentiation?
    
2. Conduct a SWOT analysis of Aaptiv in the US market.
    
3. Define and describe the U.S. target audience from a (i) demographic, (ii) psychographic, and
   (iii) behavioral standpoint.
    
4. What is your recommendation to leverage paid, owned and earned media channels to achieve its marketing objective?     

Instructions 

• Maximum paper length: two pages
   
• Format: single space, in Calibri, 12-point font
   
• References: list at least three information sources at the end
   
• Save the digital copy in the format of Last Name_First Name_#2 Assignment
   
• Key areas of evaluation – organization, critical thinking, creativity, coherent and clear writing, use of evidence, and grammar.