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!

3 features that parents will love too!

Public Issue: http://bit.ly/2d80CiX

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.