The presentation talks about the marketing techniques used to launch a new range of bikes in India

1. AMAZIN BIKES

2. Executive Summary
Premier Manufacturer of
bikes
Chandigarh, India
Developing 3 year improvement plan
to tap the U.S. Market

3. Market Summary
Did you know ?
In 2014, 114 nations including Europe,
Middle East, and the Americas were having
over half of the adult population obese
Why paddle?
• Eco-friendly
• Non-expensive
• Healthy
• No need of external fuel
• Avoidance of massive traffic congestion
U.S. Bicycle
Market
$6.2 bn U.S. bicycle
imports
$480m
No. of
cyclists in the
U.S.
59.67m
Consumer
purchases of
recreational
transport
products
$27.15bn

4. SWOT Analysis
STRENGTH
• Pricing
• Low labor costs in India
• 95% of bicycle sources supplied from
domestic sources
WEAKNESS
• Lack of brand awareness
• Substitute products for recreational
activities
• Indian share in global bicycle business :
1%
OPPORTUNITIES
• Enormous potential in global market
THREATS
• Competition from China
Lower cost of production
• Trump’s Import Taxes

5. Competitor’s Analysis
Giant Manufacturing Electra Bicycle Schwinn Bicycle
Company
Trek Bicycle Company
Road training,
mountain, comfort,
indoor, family, specialty
Specializes in Cruisers Road, commuter,
cruisers, electric,
mountain, BMX, and
kids
Mountain, road, city,
custom, bike products
Manufacturing units in
Japan – low quality
standards
Manufactured in –
Taiwan
Retro-trendy bikes than
functional commuter
bikes
Not popular among
avid bikers
$300-$8,000 $350-$800 $100-$500 $300-$15,000
BikeGroupsNegatives

6. Products
Hybrid Bikes
$200 to $500
Electric Bikes
$200 to $500
Cruiser Bicycles
$150 to $400
BMX Bikes
$150 to $400
Adult Tricycle
$300 to $500

7. Price
Market share for manufacturers
priced at $400 and up:
Pricing Strategy Adopted :
24%
7%
6%
Market Penetration

8. Place
Distribution Channels :
• Specialty bicycle Retailers
• Mass merchants
• Full-line sporting good store
• Outdoor specialty store
• Internet Sales
Department, Discount and
Chain toy stores sell price
oriented goods.

9. Distribution
0.52%
0.30%
0.08% 0.07%
0.00%
0.10%
0.20%
0.30%
0.40%
0.50%
0.60%
Special bike retailers Mass merchants Online Company outlets
2014-2016
2014-2016

10. Marketing Communication
Social Media
Contests
Events
Hoardings

11. Market Segmentation

12. Target Markets
School Students Sophomore Military Personnel's

13. Positioning
Products
Priced
≥ $500
Color
Customization

14. Financials
• Factory Set up cost : INR 5,00,00,000
• R & D : INR 10,00,000
• Production cost : INR 50,00,000
• Warehousing cost : INR 2,50,000
• Exporting cost : INR 15,00,000
• Promotional activities : INR 5,00,000
• TOTAL COSTS : INR 5,82,50,000
• Estimated budget : INR 6 Cr.