Case Study Question
Answer all of the questions in detail:
- What strategies did Headspace and Calm use to create awareness and stimulate interest in their apps?
- How have Headspace and Calm carved out separate markets and distinct offerings in the mindfulness app market? More specifically, how do the two apps differ in terms of their brand image and offerings? What product attributes and brand elements support these distint images?
- What factors are attributable to Calm’s rise to success? How did Calm overtake Headspace despite being the second mover? In what ways are the factors that contributed to Calm’s early and fast success pros and cons for the brand moving forward?
- What growth strategies do Headspace and Calm seem to be engaging in? How are they persuing those growth strategies? What concerns, if any, do you have for Headspace and Calm in terms of growing and maintaining market-share in the future?
- Is one of the brands’ strategies more likely to succeed than the other’s, and why? What recommendations do you have for each of the brands?
Case Study Response