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| Both sides previous revision Previous revision Next revision | Previous revision | ||
| report:mkt [2026/06/10 09:58] – [Brand] team3 | report:mkt [2026/06/11 12:05] (current) – [Budget] team3 | ||
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| * Values: Health, sustainability, | * Values: Health, sustainability, | ||
| - | This persona illustrates the typical TRAQUA user and helps guide product development, | + | This persona |
| <WRAP centeralign> | <WRAP centeralign> | ||
| <figure fig: | <figure fig: | ||
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| * Launch events or online announcements | * Launch events or online announcements | ||
| * Limited-time offers | * Limited-time offers | ||
| - | * Promotional bundles (e.g., bottle + premium app trial) | + | * Promotional bundles (e.g. bottle + premium app trial) |
| This programme aims to create initial demand and accelerate market penetration. | This programme aims to create initial demand and accelerate market penetration. | ||
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| This programme includes: | This programme includes: | ||
| * Product reviews and demonstrations | * Product reviews and demonstrations | ||
| - | * Integration into daily routines (e.g., gym, study, travel) | + | * Integration into daily routines (e.g. gym, study, travel) |
| * Authentic content that highlights real-life usage | * Authentic content that highlights real-life usage | ||
| Influencers help build credibility and trust, especially among younger consumers. | Influencers help build credibility and trust, especially among younger consumers. | ||
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| A key element of this strategy is the selection of country-specific influencers and public figures, particularly those connected to fitness, health, and lifestyle. By collaborating with well-known local personalities, | A key element of this strategy is the selection of country-specific influencers and public figures, particularly those connected to fitness, health, and lifestyle. By collaborating with well-known local personalities, | ||
| - | In the German market, personalities such as Pamela Reif — a leading fitness influencer [(PamelaReif)] and Joshua Kimmich | + | In the German market, personalities such as Pamela Reif — a leading fitness influencer [(PamelaReif)] and Joshua Kimmich, a professional football player [(JoshKim)] are strategically selected due to their strong association with health, performance, |
| Collaborations with such high-profile figures require significant investment. Industry benchmarks indicate that macro-influencers with millions of followers may charge between 50 000 € and 200 000 € per campaign, while professional athletes often command even higher endorsement fees depending on the scope and duration of the partnership [(InfluPrice)]. | Collaborations with such high-profile figures require significant investment. Industry benchmarks indicate that macro-influencers with millions of followers may charge between 50 000 € and 200 000 € per campaign, while professional athletes often command even higher endorsement fees depending on the scope and duration of the partnership [(InfluPrice)]. | ||
| Therefore, the proposed budget reflects a premium market entry strategy, where a substantial portion of resources is allocated to influencer and athlete partnerships to maximize brand awareness, trust, and market impact. | Therefore, the proposed budget reflects a premium market entry strategy, where a substantial portion of resources is allocated to influencer and athlete partnerships to maximize brand awareness, trust, and market impact. | ||
| - | To illustrate this approach, a sample budget is presented for the German market | + | To illustrate this approach, a sample budget is presented for the German market, one of the largest and most health-conscious markets in Europe, is presented in Table {{ref> |
| <WRAP centeralign> | <WRAP centeralign> | ||
| <table tab: | <table tab: | ||