商品敘述：

By 2021, the mindfulness app wars reached their apex. Over 2,000 meditation apps were available to consumers, but two apps, Headspace and Calm, dominated the space, jointly holding about 70% of the total market. Headspace had established itself as the approachable educator for novice meditators. Headspace also invested heavily in athletics partnerships, business-to-business services, and in creating Headspace Health, which they hoped would gain FDA approval and become the first prescription meditation app. Meanwhile, Calm had earned a reputation as the soothing sleep app. Calm was also known for its numerous partnerships with A-list celebrities such as Matthew McConaughey, Harry Styles, and Idris Elba. Indeed, Calm was focused on becoming the leader in "calmtainment" and making a home for itself in Hollywood. What does the future hold for the rivalry between Calm and Headspace? Will both brands continue to co-dominate the mindfulness and meditation space or will one ultimately prevail? What should the brands do to maintain their co-dominance or edge out the other and claim the number one spot?

涵蓋領域：

Advertising;B2B marketing;Brand equity;Brand management;Brand positioning;Branding;Competitive advantage;Competitive strategy;Consumer behavior;Consumer marketing;Corporate communications;Covid;Digital marketing;Disruptive innovation;Health and wellness;Health care and treatment;Marketing;Marketing communications;Marketing management;Marketing strategy;Mobile and wireless technology;Partnerships;Pricing strategy;Strategy;Technology and analytics;Web and mobile applications;Wellness

相關資料：

Case Teaching Plan, (9-521-116), 19p, by Ayelet Israeli, Anne Wilson

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