Presentation made in guidance of BIMTECH Institute Firefox Bikes Pvt Ltd. is Private company founded by Shiv Inder Singh. Content Included- -History -Product line -SWOT Analysis -Marketing Mix -competitors

1. PRESENTED BY GROUP 9-
Shreya Arora 19DM203
Shubhali Singh 19DM208
Sourabh Yadwad 19DM221
Tanvi Mangal 19DM226
Ashish Dhand 19DM245
Lakshya Guglani 19DM252

2. ABOUT FIREFOX
• Firefox Bikes Pvt Ltd. is Private company founded by Shiv
Inder Singh. Began operations in April 2005 and sold just
1,200 bikes in its first year of operations.
• Initially, they collaborated with Trek Bicycle. With Trek,
Firefox’s line-up in the premium (above Rs 7,000) and
super-premium (above Rs 18,000) segment was
complete. It controlled 40% of the premium bicycle
segment till 2014-15.
• In September 2015, Hero Cycles, the world’s largest
bicycle maker, acquired Firefox Bikes Pvt. Ltd
• At present, it’s selling well over 10,000 bikes a month and
has an annual turnover of more than Rs 50 crores.
2015
2005
PRESENT

3. SWOT
Strength
• Quality
• Innovation
• Wide range of products
• Well trained staff
Weakness
• Low brand Awareness
• Sub-optimal post
purchase service
• Supply Chain and
distribution issues
Threats
• Emergence of better
alternatives to cycle
• Import/Export restrictions in
countries
• More players entering the
segment at lower price
Opportunities
• Increase in the number of health
conscious people
• Increasing concern for
environment among people
• Increasing cycling zones in big
cities

4. MARKETING MIX
OF
FIREFOX BIKES

5. Firefox has 120 varieties of bicycles ranging over 6 types from Kids, Women, Road,
Mountain, Speciality and Electric bikes.
 Mountain Bikes - A Mountain Bike or Off-Road
Bike incorporates features designed to enhance
durability and performance in rough terrains.
Typically include distinctly sturdy wheels,
powerful brake.
 Road Bikes - Firefox Road bikes are
distinguished by their especially lightweight
frames and slim tires. Also known as racers,
these are designed for flat surfaces such as
paved roads.
 Kids Bikes - Tailor-made especially for children,
Kids Bikes are built keeping both their safety &
imagination in mind. From fun components to
top of the line safety features. In Tier 2 cities
major sales accounted by kids bikes.
PRODUCT

6.  Women Bikes - These are the bikes that are built
specifically keeping in mind both women's comfort
and style, with no compromise on either.
 Specialty Bikes - Speciality Bikes are Firefox’s
special & innovative bike models that are designed
for specific transportation purposes; Folding Bikes,
Fat Bikes, Stunt Bikes etc.
 Electric Bikes - E-bikes use batteries to provide an
added boost to a cyclist’s pedalling, enriching their
bike-riding experience from all fronts – Be it
covering longer distances, tackling tougher climbs
or sustaining a faster pace.

7. Firefox offers more than 200 accessories for its riders. Some of these are-
Helmets Elbow and Knee Pads Locks
Lights Saddle Puncture Protection Tape
Secondary Products & Accessories

8. PRICE
PRODUCTS LOWEST RANGE HIGHEST RANGE
KIDS 4000 7500
MOUNTAIN BIKES 9000 75000
SPECIALITY BIKES 12000 45000
HYBRID 12000 70000
E-BIKES 70000
ROAD BIKES 34000 110000

9. PLACE
• INDAI OFFICE- Gurugram (earlier it was Greater Noida)
• Manufacturing plant – Bangladesh (earlier it was based in Sri Lanka until 2013 from
there they moved it to Bangladesh to avail lower duty benefits. Also the Bangladesh
plant had the production capacity of 75,000 units per month against 25,000 units in
the erstwhile Sri Lankan plant).
• It has a Pan India network with stores all over the nation. The sales contribution is
higher in Tier 1 cities and upcoming in Tier 2 cities.

10. Distribution Network
• Firefox doesn’t have a multi-stage supply chain process.
• It directly deals with retailers by setting up exclusive stores all over the country. It
has established a great dealer network spread across 160 outlets and is emerging in
Tier 2 cities.
BANGLADESH
JEWAR(GREATER NOIDA) AND
CHENNAI
PAN INDIA
FIREFOXBIKES.COM

11. PROMOTION
• Constant efforts to promote the biking culture in India
• Targeting urban consumers.
• With the target customer being very niche, the company prefers to incorporate
‘Guerrilla Marketing’ and has also banked heavily on social media marketing.
• The company conducts various programs as a part of its promotional activities.
SOME OF THE COMPANY’S EVENTS:
The Firefox Women's Cyclothon- Kashmir
to Kanyakumari
The terrific 21 women empowered from the Smt. P N
Doshi Women’s College, Mumbai took on the journey
on 21st of November. A spirit seldom experienced is
about to spread across the nation.

12. • Collaborated with Volunteer4India to
conceptualize #EverydayAbility
program - an initiative to encourage,
facilitate and demonstrate equal
opportunity, inclusivity and potential
employability of the Differently-
abled.
PLANET FOXERS

13. COMPETITORS
Firefox Bikes Pvt Ltd. has a market share of 40% in the premium bicycles segment.
Here are two of its major competitors-
Hi-bird Cycles - is the top competitor of
Firefox Bikes. Hi-bird Cycles by Safari group
of Industries competes in the Heavy
Machinery & Vehicles field. Hi-bird Cycles
generates 81% the revenue of Firefox Bikes.
It has a market share of 10% in this
segment.
Track and Trail -Track And Trail is perceived
as one of Firefox Bikes' biggest rivals. Track
And Trail is the premium cycles segment
introduced by TI cycles. Compared to Firefox
Bikes, Track And Trail generates $8M lesser
revenue. It has a market share of 22%.

14. Field Visit

15. THANK YOU!