How Do You Create a New Product Category? By Intentionally Carrying a Heavier Load

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Marketing Research, Product Brands and Branding, Retail Marketing.

Description: Stefan Olander, founder of the ‘gravity fitness’ brand Omorpho, on taking a counterintuitive approach to a multi-billion-dollar industry.

​Source: INC.com

Date: Nov 07, 2022

Link: https://www.inc.com/jeff-haden/omorpho-fitness-create-new-product-category.html?utm_source=newsletters&utm_medium=email&utm_campaign=IncThisMorning-Nov%2007,%202022&leadId=261346&mkt_tok=NjEwLUxFRS04NzIAAAGH9jODEi-aB8BSWOtAjxQ5LviJsnpSGu6izEIdAulqq9OFXACSjXffhpgv8YhETHeLOiIpndGHU71NYEZ9YRA2a1coLhFrW1ZAOuZ6Ag

Questions for discussion:

  • Who is the target market for this product category?
  • Have a look at the products presented on the company website https://www.omorpho.com and evaluate the appearance of the garments.
  • How would you go about expanding the target market?
  • Do you think this is a specialty product that would find acceptance by a larger audience?