Peloton’s relaunch of its entire brand includes a workout app overhaul with 3 tiers—including a free one

Peloton wants to be known as more than just an exercise bike company, and it’s revamping its app to achieve that goal.

Click here to read the story at finance.yahoo.com.

Discussion Questions:

1. What is positioning?
2. How would you describe Peloton’s previous positioning strategy?
3. How does Peloton want to position the brand moving forward?
4. Why is pricing an important function of marketing?
5. What is a “tiered” pricing strategy?
6. How would you describe Peloton’s new price strategy?
7. What do you think they hope to accomplish with that strategy?
8. Who might represent their target market?
9. Why do you think they are introducing a tiered pricing strategy?
10. Why do you think they charge more for users who use Peloton-branded equipment?