Icon Motosport and Women’s Gear  Can they improve their brand image? By Sara Baragona
Agenda <ul><li>History of motorcycles </li></ul><ul><li>Background of Icon </li></ul><ul><li>Target Market </li></ul><ul><...
Background <ul><li>First Motorcycle – 1885 </li></ul>Built and conceptualized by Gottleib Daimler Constructed mostly of wo...
Background <ul><li>Sportbikes  vs  Cruisers </li></ul>
Background <ul><li>Street  vs Track </li></ul>
Icon Motosports “From the streets – to the streets” Started in 1998  Specializes in street gear only – no race gear No hug...
Icon’s Women’s Gear Largest selection of female street gear Yet are women happy with what Icon has to offer? According to ...
Target Market Convenience sample  (MD, DC, PA, VA, WV) Generation Y and X Between 24-30 yrs Riding experience of less than...
Common complaints Too much pink Frills such as fringe and glitter Lack of color selection (mens line offers dark blue, kaw...
How to improve? Marketing appeal Sex  vs  Emotional
Advertising Appeal
Advertising Mechanisms Motorcycle magazines, health and fitness magazines, and fashion magazines Radio commercials on popu...
Consumer Promotions With purchase of new gear, sportbike drawing Mail-in Rebates
Sponsorship Currently sponsors top stunters (all male) To push their female gear, should sponsor a female stunter
Cause Related Marketing Large amount of urban and young adults that ride sportbikes and buy Icon gear “ Keep Kids off the ...
Retail selling <ul><li>Train employees </li></ul><ul><li>Offer Incentives </li></ul><ul><li>Obtain prime shelf space </li>...
Database warehouse <ul><li>Consumers and Retailers </li></ul><ul><li>Collect  </li></ul><ul><li>Track </li></ul><ul><li>Ev...
Conclusion Market Research! Sportier Line Emotional appeal rather than sex appeal = BRAND IMAGE IMPROVED
Questions?
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Icon Advertising Marketing Project

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Icon Advertising Marketing Project

  1. 1. Icon Motosport and Women’s Gear Can they improve their brand image? By Sara Baragona
  2. 2. Agenda <ul><li>History of motorcycles </li></ul><ul><li>Background of Icon </li></ul><ul><li>Target Market </li></ul><ul><li>Survey Results </li></ul><ul><li>Market Appeal </li></ul><ul><li>Adverting Mechanisms </li></ul><ul><li>Developing Market Research </li></ul><ul><li>Conclusion </li></ul>
  3. 3. Background <ul><li>First Motorcycle – 1885 </li></ul>Built and conceptualized by Gottleib Daimler Constructed mostly of wood with a single-cylinder engine.
  4. 4. Background <ul><li>Sportbikes vs Cruisers </li></ul>
  5. 5. Background <ul><li>Street vs Track </li></ul>
  6. 6. Icon Motosports “From the streets – to the streets” Started in 1998 Specializes in street gear only – no race gear No huge decals, wanted to get away from “race-based” look – ie. Power Ranger Distributes products to retailers – customer service
  7. 7. Icon’s Women’s Gear Largest selection of female street gear Yet are women happy with what Icon has to offer? According to survey results, most women riders are unsatisfied.
  8. 8. Target Market Convenience sample (MD, DC, PA, VA, WV) Generation Y and X Between 24-30 yrs Riding experience of less than a year to more than 8 years Most had bought men’s gear at least once
  9. 9. Common complaints Too much pink Frills such as fringe and glitter Lack of color selection (mens line offers dark blue, kawasaki green, orange, etc.) Sizing is often inaccurate
  10. 10. How to improve? Marketing appeal Sex vs Emotional
  11. 11. Advertising Appeal
  12. 12. Advertising Mechanisms Motorcycle magazines, health and fitness magazines, and fashion magazines Radio commercials on popular rock and hip hop stations Stand alone displays in store NO TV commercials
  13. 13. Consumer Promotions With purchase of new gear, sportbike drawing Mail-in Rebates
  14. 14. Sponsorship Currently sponsors top stunters (all male) To push their female gear, should sponsor a female stunter
  15. 15. Cause Related Marketing Large amount of urban and young adults that ride sportbikes and buy Icon gear “ Keep Kids off the Street by Buying Street” % of Sales donated to underprivileged children
  16. 16. Retail selling <ul><li>Train employees </li></ul><ul><li>Offer Incentives </li></ul><ul><li>Obtain prime shelf space </li></ul><ul><li>Vendor support programs (cooperative advertising) </li></ul>
  17. 17. Database warehouse <ul><li>Consumers and Retailers </li></ul><ul><li>Collect </li></ul><ul><li>Track </li></ul><ul><li>Evaluate </li></ul>
  18. 18. Conclusion Market Research! Sportier Line Emotional appeal rather than sex appeal = BRAND IMAGE IMPROVED
  19. 19. Questions?

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