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BRAND ESSENCE: ENDOMONDO


TABLE OF CONTENTS Category Description...........................................................................2 Brand Description ..............................................................................2 Product Description .............................................................................2 Brand Architecture...............................................................................2 Competitive Set.....................................................................................2 SWOT...........................................................................................................3 Positioning Statement.........................................................................3 Positioning Matrix ................................................................................4 Brand as an Archetype........................................................................4 Brand as a Voice ....................................................................................4 Brand Character ....................................................................................4 Emotional and Rational Benefits ....................................................5 Quantitative Study................................................................................5


CATEGORY DESCRIPTION

Endomondo is a brand within the category of mobile and online applications. The brand specifically supports an app dedicated to running and athletic tracking.

BRAND DESCRIPTION Endomondo is a brand committed to challenging individuals in their personal exercise and training accomplishments by creating a sports community. With an app that connects to social media outlets, individuals are offered a way to track their progress and find extra sources of motivation for multiple forms of exercise including running, biking and more.

PRODUCT DESCRIPTION Endomondo is best known for their mobile application designed for smartphones and GPS enabled devices. The app calculates distance and duration and allows for feedback through the community as well as nearby routes. Also included are maps for running as well as creating a personal history of running. The purpose of Endomondo is to connect multiple individuals attempting to improve themselves athletically by providing tools for self and social motivation. Figure 1 shows that since Janurary 2012, there are 10 million current users. Over 320 million miles have been tracked and the application is used mainly for running.

BRAND ARCHITECTURE Endomondo is a primary brand. They focus on a specific goal and type of product and simply perfect that.

COMPETITIVE SET 75%

With smartphones becoming increasingly popular as well as individuals becoming more health Outside the U.S. conscious, there are a number of competing sports apps FIGURE 1 - BLOG.ENDOMONDO.COM in the market. Among the most popular are Nike+, SmartRunner, MyRun and RunKeeper. All offer similar services including duration and distance tracking. In addition to similar smart phone apps, Endomondo competes with traditional forms of health tracking including personal trainers and other gym-based health plans.

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SWOT STRENGTHS: • Strong European following • Over 10 million users • Available on a large number of devices • Offers multiple sport tracking • Joined forces with Coca-Cola to provide hydration reccommendations and increase publicity for app

WEAKNESSES: • Low name recognition • Many users are internation, low American following • Expensive pro version

OPPORTUNITIES: • Extend social media updates to include other forums – Twitter, Tumblr, etc. • Update Blackberry version, last update was in January 2012 • Add popular pro features to free

THREATS: • Well known competitors such as Nike • Extremely competitive market • More apps being developed and offered cheaper

POSITIONING STATEMENT To physically active people who see running as an individual activity specifically dedicated to the improvement of the body and mind, Endomondo is the brand of self and social motivating athletic tracking. Competing with other GPS capable applications and devices, Endomondo tracks your progress, analyzes your training and allows you to challenge yourself and your friends. Endomondo allows users to sync stats with Facebook and Gmail friends for over 21 different sports, provides recommended hydration levels and reads personal pep-talks aloud during workouts. Endomondo is the runner who views every open road as an opportunity and every new best as a new time to beat, constantly looking to improve their time as a symbol of their physical health and self-pride, motivating themselves and others each step of the way.

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POSITIONING MATRIX POSITIONING MATRIX HIGH

•Strava •Nike +

LOW

•Runkeeper •CardioTrainer

HIGH

# of Features

# of Devices

•Endomondo

LOW

Compared to other apps that provide a similar service, Endomondo rates higher on the matrix. Endomondo is offered on a larger number of devices as well as provided more features than similar apps.

BRAND AS ARCHETYPE Endomondo is a Regular Guy/Gal brand. Their purpose is to provide the tools for runners of all abilities and levels to track their progress and connect with others. Endomondo understands that many individuals seeking an active lifestyle need extra motivation, and their core desire is to connect these individuals with others of their kind to provide a support system.

BRAND AS A VOICE Endomondo has a modulated, female voice. A medium pitch that is influential yet not overtly aggressive, Endomondo is controlled and pleasant to listen to.

BRAND CHARACTER

Endomondo is motivated, dependable, lively, sociable and encouraging.

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EMOTIONAL AND RATIONAL BENEFITS • Builds self esteem, boosts confidence, helps to improves self-image, makes the individual feel accomplished

• Motivation from self and friends, helps users work reach athletic goals, organizes how much and when to workout, improves self-awareness, makes living a healthy lifestyle easy

• Recommends hydration levels, tracks calorie and time goals, allows friends to record pep-talks, heart rate monitor, maps, see friends’ accomplishments

QUANTITATIVE STUDY Non-Competitive Runner: Aided Awareness Measurement Which of the following running apps have you heard of before? Nike+: I have heard of, I may have heard of, I have not heard of SmartRunner: I have heard of, I may have heard of, I have not heard of RunKeeper: I have heard of, I may have heard of, I have not heard of Endomondo: I have heard of, I may have heard of, I have not heard of iRaceMe: I have heard of, I may have heard of, I have not heard of

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CREATIVE BRIEF: ENDOMONDO


TABLE OF CONTENTS Marketing Challenge.............................................................................2 Communication Purpose ...................................................................2 Target Audience .....................................................................................2 Key Insight ...............................................................................................3 Creative Idea ...........................................................................................3 Motivating Support Points.................................................................3 Brand Character ....................................................................................3 Executional Considerations ..............................................................3


MARKETING CHALLENGE Recruiting - Give Endomondo a competitive edge as a high quality health-tracking app with multiple attractive features to health conscious runners

COMMUNICATION PURPOSE Position Endomondo as the most helpful, social health tracking app with competitive features and a large motivational community.

TARGET AUDIENCE Our target audience are health-conscious individuals between the ages of 18-34 who run non-competitively for exercise purposes. High level runners – High level runners like to be in control and are type A personalities. They have their day planned to the minute, allotting time for a run inbetween other high priority tasks. Medium level runners – Medium level runners enjoy a set schedule but enjoy multiple ways to lead a healthy life when they can’t always get a run in. They would take the time to bike the short distance to work instead of driving every day. Low level runners – Low level runners are more flexible with their time. They make commitments to their health and make small changes like taking the stairs as opposed to the elevator on a daily basis.

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KEY INSIGHT Runners of all levels are committed to finding new ways to stay healthy and maintain their routines. They want an easy, efficient way to track and share their progress with friends.

CREATIVE IDEA • Endomondo is the most fun, motivating health tracking app.

MOTIVATING SUPPORT POINTS • Other apps function only on one device, while Endomondo is available on all four major smartphones as well as online. • Only app that provides specified hydration levels dependent on workouts. • Tracks multiple forms of exercise including biking, running, walking and more.

BRAND CHARACTER Endomondo is motivated, dependable, lively, sociable and encouraging.

EXECUTIONAL CONSIDERATIONS

• Create a banner ad to be used online at highly trafficked websites by runners such as runnersworld.com • Tagline: It’s not a sport, it’s a lifestyle • Use Endomondo logo and colors • Include app store logos to show supported devices

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