1st place Marketing Consulting Project – Cranfield’s Strategic Marketing department.

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

2. EXECUTIVE SUMMARY
• Challenges
• Proposed marketing strategy
• Insights
• Market segmentation
• Targeting
• Positioning
• 4Ps
• Financial Analysis

3. INCREASE BRAND AWARENESS
CHALLENGES
GENERATE TARGET REVENUE OF £15M
(131M RMB) BY 2025

4. PROPOSED MARKETING STRATEGY
INTEGRATED MARKETING COMMUNICATION STRATEGY ACROSS
MULTIPLE CHANNELS
POSITION BROMPTON AS THE BEST PREMIUM BRAND

5. INSIGHTS
ENVIRONMENTAL ANALYSIS
84%
2017
86%
2019
NUMBER OF PEOPLE THAT OWN A BICYCLE IN
CHINA
36%
PRACTISE OUTDOOR ACTIVITIES
SPORTIVE CHINESE
40%
SPEND THEIR MONEY ON SPORT EQUIPMENTS

6. Male
70%
Female
30%
Fitness
Health
Outdoor activities
SEGMENTATION FITNESS FREAK
25 45
Tier 1 and Tier
2
Light
Functional
Easy to
use
Segment 1

7. Mal
e
85%
Femal
e
15%
Buying Premium
Products
SEGMENTATION STYLISTER
20 40
Tier 1 and Tier
2
High
Quality
Style
Innovation
Segment 2
Making a style
statement

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

17. RETAILER
DISTRIBUTOR
WAREHOUSE
OWNED STORE
ONLINE STORE

18. FINANCIAL ANALYSIS
Target sales quantity

19. FINANCIAL ANALYSIS
Distribution details
Owned Store
50%
Retailers
35%
Online
15%
Own Stores
66.2%
Online
19.9%
Retailers
13.9%
Own Stores
55%
Retailers
28%
Online
17%
Quantity
Gross Profit
Revenue

20. FINANCIAL ANALYSIS

21. FINANCIAL ANALYSIS
Profit

22. FINANCIAL ANALYSIS
Sensitivity analysis
Best scenario
Worst scenario
Volume: 80%
Price: 90%

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].

25. Appendix

26. Appendix (continue)

27. Appendix (continue)
Marketing expenses calculation

28. Appendix (continue)
Quoted price for different marketing platforms
in China. Source: Ctrip advertising department

29. Appendix (continue)
Portal.euromonitor.com. 2019. Log In | Passport. [online] Available at:
<https://www.portal.euromonitor.com/portal/statisticsevolution/index> [Accessed 19 March 2020].

30. Appendix (continue) - Price structure

31. Appendix (continue)

32. Appendix (continue) - P&L (best scenario)

33. Appendix (continue) - P&L (worse scenario)