1. MARKETING
PROPOSAL
F O R B R O M P T O N B I C Y C L E
Presented by Andrea Quercio, Haoquian Du, Hoang Linh Tran, Jiaqian Fang,
Qiaoyu Zhong and Shalini Gandham
Stream 1 Team 2
8. TARGET - FITNESS FREAK
• Ease of use
• Durability
• Customisation
STRENGTHS WEAKNESSES
• Price
• Delivery time
• Not attractive design
OPPORTUNITIES
• Interest for a green and healthy
lifestyle
• 37% of Chinese people that live in
big cities spend their money on
fitness-related activities
• Cyclying events
THREATS
• Bike restrictions on public
transports
• Presence of sharing bike
competitors
• Copycats
9. POSITIONING - INFLUENCING STRATEGY
Price
Ease of use
.
.
.
.I
I = ideal offer in this market segment from the customer’s point of view
.
.
Bike share businesses
10. 4 Ps - PRODUCT AND PRICE
CORE
PRODUCT
SERVICE
PROVIDED
ADDITIONAL
BENEFITS
• pre-sale online consultancy
• 5-year free maintenance service
• 2-year warranty for consumables
• high brand reputation
• very easy to fold and takes
few space once folded
• 5-year free maintenance service
• no warranty for consumables
• 5-year free maintenance
service
• 3-month warranty for
consumables
• different price range
• frequent new releases
• high brand reputation
• very easy to fold and takes
few space once folded
£206
¥1698
£2283
¥18900
£~1570
¥~13000
11. 4 Ps - PROMOTION STRATEGY
Brand
Awareness
Brand
Favorite
Precision
Marketing
Top Leisure choice for
people who purchase
quaity life in China
Brand Awareness
Brand
Favourite
Precision Marketing
• Utilise an official T-mall store to build a long-term relationship with consumers
• Social Media Content Marketing via WeChat and Weibo Official Accounts
• KOL Vlog Promotion to lead the trend of exercising by Brompton.
• Co-branding with Travel Company to promote the trend of traveling by Brompton.
• Cycling Event including online recruitment and offline promotion
• Wechat Moments Ads
• Redbook Shopping
Community Promotion
12. Based on the promotion theme “Brompton- New Horizons / New Sensory / New Experience / Explore the journey of
life”, we plan to publish the theme promotion articles/posts on 5 Wechat official accounts with 20,000 subscribers each and
5 Weibo accounts with over 200,000 followers each from travel, outdoor activities, life guide representatives.
Content Marketing on Social Media
13. KOL Vlog Promotion
Related channels:
• KOL’s Personal Weibo Account
• KOL’s Personal WeChat Account
• KOL’s Personal Bilibili Vlog Website Channel
• KOL’s Personal TikTok Account
KOL Brompton experience sharing by Vlog
Invite 2 Key opinion leaders with over 200,000 followers on Weibo to
experience and make Vlog (video log) to share their Brompton experiences
across multiple channels.
14. WeChat Moments Ads has precise dimensions to help the
brand find the target clients and the reach will be more
precise. The WeChat Moments ads will target and place
towards 2,000,000 WeChat users, who totally meet the
Brompton target segment. The targeted users can browse
the WeChat moment to find the ads and they can also click
the banner to Brompton Tmall online store landpage to
browse and buy its products.
WeChat Moments Promotion
15. Expenses distribution and estimated
impression
TOTAL IMPRESSION ESTIMATIONEXPENSES DISTRIBUTION
TOTAL MARKETING
EXPENSES631,000 RMB (75,000 GBP)
16. Product Cost
60%
Joint Venture
35%
Profit
5%
4Ps - PLACE (DISTRIBUTION)
Current Situation and Recommendations
Joint
Venture
2 Distributors
North & South
New Owned
Stores
Online Store
Tmall
Warehouse
Third Party
Retailers
Product Cost: 900 GBP
23. Open a Tmall
Store
Open owned
stores
Partner with
more
retail stores
Social media
promotion
Precision
Marketing
CONCLUSION
Brand
Repostioning
Increase Brand Awareness
Reach Target Sales
Focus on
target
consumer
Association
with the
concept of
fitness
24. References
Birdy Bicycle. 2020. Birdy Bicycle. [online] Available at: <https://www.birdybicycle.com/>
[Accessed 19 March 2020].
Dahon.world.tmall.com. 2020. Dahon Official Website. [online] Available at:
<https://dahon.world.tmall.com/shop/view_shop.htm?spm=a230r.1.14.6.21937767q1Um
md&user_number_id=2079827618> [Accessed 19 March 2020].
Cn.brompton.com. 2020. Brompton Bicycle. [online] Available at:
<https://cn.brompton.com/> [Accessed 19 March 2020].