Brand
Positioning
School work (AAU)
Made by Sonny Sun
Current
Situation
Mission:
to focus on
finding new and
better ways to
make an affordable
“ride” for
everyone.
Attributes:
R...
Huffy Bicycle children's bikes featuring the
Disney and Nickelodeon characters
	
  
$
HUFFY
Huffy’s
main
customers
$
HUFFY
New
Target
audience
$
HUFFY
0	
  
0.5	
  
1	
  
1.5	
  
2	
  
2.5	
  
3	
  
3.5	
  
5 to 15
 16 to 24 
25 to 30
31 to 50
51 to 54
 65 over
percent
THE...
Huffy has a big opportunity to reach them .
< 18, 19%
18-24,
11%
25-34, 16%
35-54, 41%
55-64, 9%
64+, 4%
who visit
HUFFY.C...
New target audience:
Parents
31 – 50
The second
Largest bicycling
group
35 – 54
The LARGEST
Group that visits
Huffy..com
P...
86%
14%were aware of
the Huffy
brand
were not
aware of the
Huffy brand
adults who
were
purchasing
an adult bike
86% of adu...
86%
14%were aware of
the Huffy
brand
were not
aware of the
Huffy brand
adults who
were
purchasing
an adult bike
purchased
...
86%
14%were aware of
the Huffy
brand
were not
aware of the
Huffy brand
adults who
were
purchasing
an adult bike
What do th...
F o r
C h i l d r e n
Fo r
a d u lts
Pa r e n ts Pa r e n ts
Many people of the target segment think:
research conducted b...
Meet their needs
?
What do
Parents want?
Meet their needs
They want to spend
time with their family. 
www.economist.com/blogs/democracyinamerica/2012/06/gender-­‐n...
as human natural, parents want to spend time with their children! And
they want their children to spend more time with the...
Parents want to do outdoor activities with their children!
Competitors:	
  	
  
parents
edgier	
  	
  	
  
adventurous
professional
serious
Competitors:	
  	
  
parents
edgier	
  	
  	
  
adventurous
professional
serious
?
Enhance family time
brand
Positioning
statement
huffy bicycles will
help parents who are
from 35 to 50 to
create and enhance
family time, when...
American people care
about their families,
especially parents. But
there is no bicycle brand
that makes family friendly
bi...
media
How to make them believe ?
website
63% of
consumers
find a user-
friendly,
attractive
website to be
appealing for a
brand
w...
How to make them believe ?
website
63% of
consumers
find a user-
friendly,
attractive
website to be
appealing for a
brand
M...
How to make them believe ?
website
63% of
consumers
find a user-
friendly,
attractive
website to be
appealing for a
brand
M...
How to make them believe ?
website
63% of
consumers
find a user-
friendly,
attractive
website to be
appealing for a
brand
M...
Mobile
Social
Networking
How to make them believe ?
Mobile
Social
Networking
How to make them believe ?
blog.nielsen.com
Mobile
Social
Networking
How to make them believe ?
Facebook	
  
Twi?er	
  
Share pictures and
videos WITH families
riding...
Mobile
Social
Networking
How to make them believe ?
Twi?er	
  
FAMILY
FRIENDLY
Facebook	
  
Blog
marketingcharts.com
Blog
UPLOAD AND SHARE
RELEVANT ARTICLES
AND PHOTOS.
BE INTERACTIVE!
website
blog
Thank you
Mobile
social
networking
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Brand positioning

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Brand positioning

  1. 1. Brand Positioning School work (AAU) Made by Sonny Sun
  2. 2. Current Situation Mission: to focus on finding new and better ways to make an affordable “ride” for everyone. Attributes: Reliable, trustworthy, hard-working, friendly
  3. 3. Huffy Bicycle children's bikes featuring the Disney and Nickelodeon characters  
  4. 4. $ HUFFY Huffy’s main customers
  5. 5. $ HUFFY
  6. 6. New Target audience $ HUFFY
  7. 7. 0   0.5   1   1.5   2   2.5   3   3.5   5 to 15 16 to 24 25 to 30 31 to 50 51 to 54 65 over percent THEY ARE THE SECOND LARGEST BICYCLING GROUP ! Percentage of Bicycling Trips by Age American bicycle association 2010
  8. 8. Huffy has a big opportunity to reach them . < 18, 19% 18-24, 11% 25-34, 16% 35-54, 41% 55-64, 9% 64+, 4% who visit HUFFY.COM Index: 128 www.quantcast.com
  9. 9. New target audience: Parents 31 – 50 The second Largest bicycling group 35 – 54 The LARGEST Group that visits Huffy..com Parents who are 35 to 50 years old.
  10. 10. 86% 14%were aware of the Huffy brand were not aware of the Huffy brand adults who were purchasing an adult bike 86% of adults were aware of HUFFY when they made a purchase of bicycles. research conducted by Huffy
  11. 11. 86% 14%were aware of the Huffy brand were not aware of the Huffy brand adults who were purchasing an adult bike purchased 9% 9% of them did purchase research conducted by Huffy
  12. 12. 86% 14%were aware of the Huffy brand were not aware of the Huffy brand adults who were purchasing an adult bike What do they think of Huffy? purchased 9% 9% of them did purchase research conducted by Huffy
  13. 13. F o r C h i l d r e n Fo r a d u lts Pa r e n ts Pa r e n ts Many people of the target segment think: research conducted by Huffy
  14. 14. Meet their needs ? What do Parents want?
  15. 15. Meet their needs They want to spend time with their family. www.economist.com/blogs/democracyinamerica/2012/06/gender-­‐norms  
  16. 16. as human natural, parents want to spend time with their children! And they want their children to spend more time with them; they want to be close to their children. They want to play with their children.
  17. 17. Parents want to do outdoor activities with their children!
  18. 18. Competitors:     parents edgier       adventurous professional serious
  19. 19. Competitors:     parents edgier       adventurous professional serious ? Enhance family time
  20. 20. brand Positioning statement huffy bicycles will help parents who are from 35 to 50 to create and enhance family time, when riding huffy bicycles with their children.
  21. 21. American people care about their families, especially parents. But there is no bicycle brand that makes family friendly bicycles for helping parents to create and enhance family time.. Objective: parents buy huffy bikes for themselves. Target audience: Parents Who Are 35 to 50 years old Message: huffy bicycles will help parents to create and enhance family time with their children.   website Mobile Social Networking Blog  What do we need to do? We need to interact with our consumers in a fun way showing that Huffy is the logical choice for the entire family. Creative brief:
  22. 22. media
  23. 23. How to make them believe ? website 63% of consumers find a user- friendly, attractive website to be appealing for a brand www.marketingcharts.com
  24. 24. How to make them believe ? website 63% of consumers find a user- friendly, attractive website to be appealing for a brand Main page less focused on children’s bikes, but more family friendly designs. www.marketingcharts.com
  25. 25. How to make them believe ? website 63% of consumers find a user- friendly, attractive website to be appealing for a brand Main page less focused on children’s bikes, but more family’s friendly design. Make it easier for customers to communicate with Huffy via website Main page less focused on children’s bikes, but more family friendly designs. www.marketingcharts.com
  26. 26. How to make them believe ? website 63% of consumers find a user- friendly, attractive website to be appealing for a brand Make it easier for customers to communicate with Huffy via website Add video (commercial ads) and use family friendly visuals Main page less focused on children’s bikes, but more family friendly designs. www.marketingcharts.com
  27. 27. Mobile Social Networking How to make them believe ?
  28. 28. Mobile Social Networking How to make them believe ? blog.nielsen.com
  29. 29. Mobile Social Networking How to make them believe ? Facebook   Twi?er   Share pictures and videos WITH families riding bikes, INTERACTION BEWTEEN COMPANY AND CONSUMER.
  30. 30. Mobile Social Networking How to make them believe ? Twi?er   FAMILY FRIENDLY Facebook  
  31. 31. Blog marketingcharts.com
  32. 32. Blog UPLOAD AND SHARE RELEVANT ARTICLES AND PHOTOS. BE INTERACTIVE!
  33. 33. website blog Thank you Mobile social networking

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