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What’s Your Schwinnprint?
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What’s Your Schwinnprint?

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Student project to revive faltering Schwinn bicycle brand. Strategy focuses on newer demographic and brand personality that embraces current cultural trends of fitness, family, busy lifestyles, and …

Student project to revive faltering Schwinn bicycle brand. Strategy focuses on newer demographic and brand personality that embraces current cultural trends of fitness, family, busy lifestyles, and the green movement.

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Transcript

  • 1. Repositioning Schwinn
    LFPR Consultants
    Presentation by:
    Liz Lord
    Peggy O’Neil
    Francy Chesser
    Rachel Dejno
  • 2. Industry & Trends
    Schwinn’s growth and potential in a competitive environment
    Poor growth due to slow economy & possible recession
    Greatest growth potential
    Industry changes and concerns
    Obesity
    Environment
    Urbanization
  • 3. Target Segment
    Primary: Mothers (women) 25-44
    may be looking to stay active after pregnancy
    Want to be a healthy role model for children
    Benefit from multitasking
    Eco-minded
    Secondary: Children
    Tertiary: Young Professionals who are eco and health minded
    Young Professionals
    Children 6 -12
    Mothers 25-44
  • 4. Positioning Strategies
    Independent Bike Dealers are already strong producing 50% of sales dollars on 17% of units sold.
    The competitive landscape of high-end bicycles is crowded and includes products owned by Schwinn’s parent company
    There’s an opportunity to grow the category among Amateur bicyclists
    This could allow Schwinn to be a brandleader in mass merchant stores
  • 5. Creative Direction
    Moms who want to be leaders in healthy and responsible living, Schwinn is the brand of dependable bicycles, which enhances healthier lifestyle behaviors; because biking is healthy, eco-friendly, creates strong family bonds, and is fun for everyone.
  • 6. The BIG Idea
    SCHWINNPRINT
    Lifestyle of leading through positive example
    Focus:
    Environment
    Family
    Physical Health
    Individuality
  • 7. Creative Sample
  • 8. Creative Sample
  • 9. Creative Sample
  • 10. Media Plan
    How does SchwinnPrint connect with the target?
  • 11. Campaign Platform Ideas
    Drive target consumers to engage with brand online via contest
    Fitness challenge that optimizes your SchwinnPrint
    Fitness, conservation, and family goals tracked online
    Tracker shared via social networks: Facebook, MySpace
    Contest finalists posted to Schwinn website
  • 12. In Summary
    We hope that you take our research and creative processes into consideration for Schwinn’s new launch.
    To view more case studies and research analysis please visit our website
    L.F.P.R Consultants
    www.lfprconsult.com