1. Andrew Coco, Oliver Cregg, Anthony Disarufino, Viridiana Hernandez
Group 7
5/6/14 2PM

2. OVERVIEW
• Owner/founder Philip McCaleb
• Founded in 2002
• Hottest US brand in scooter industry

3. • Buddy created in 2006
• Vintage style
• Modern specs
• MSRP $2,799

4. Low Involvement Consumer
• [Redacted]
• [Redacted]
• Young, intelligent, price-sensitive
• Purchased Summer 2011

5. Low Involvement cont.
• Genuine Scooter vs. Vespa
• Boring but reliable vs. expensive trendy
• Price and reliability most important
• Surprisingly fun

6. High Involvement
• [Redacted]
• Owned Buddy since 2008
• Over 30,000 miles
• Fitted with aftermarket parts
• Price sensitive, maintenance
free

7. High Involvement cont.
• Genuine vs. Yamaha Vino
• Exciting, fun vs. boring, clunky
• Price, ease of use, reliability
important
• Seeks freeway use

8. Current Marketing: Print
• Focus on vintage style
• No features
• No Buddy ads
• Where’s the adventure?
• Unsure of target demographic

9. Current Marketing: Online

10. Recommended Marketing
Print
Buddy ads!
Features + Benefits
Adventure, fun, love
Online
YouTube channel
#MyGenuineScooter on
Instagram
Continue interactivity

11. ommended Ad

12. Recommended Ad Recommended Ad