1. Cycling for
Non- Cyclists
Megan Antonie
Qurat Ul Ain Mehdi
Taluwalope Sawyerr1

2. Critical Situation Analysis
Scope of The Cycle Hub
• Situated in Motor City, right next to the Dubai Autodrome
• Bicycle customization
• Top of the line brands such as Pinarello
and Specialized
• BodyGeometryFit Studio
• Race Style Workshop
• The Cycle Bistro
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3. Critical Situation Analysis
Customer Profile
• Male
• Western Expatriate
• Income bracket of AED 7000 to AED 50,000
Per month
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4. Critical Situation Analysis
SWOT Analysis
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5. EVALUATION OF CURRENT MARKETING
COMMUNICATIONS STRATEGY
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6. EVALUATION OF CURRENT MARKETING
COMMUNICATIONS STRATEGY
Source: www.productthinking.com
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7. EVALUATION OF CURRENT MARKETING
COMMUNICATIONS STRATEGY
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8. RECOMMENDED INTEGRATED MARKETING COMMUNICATIONS PLAN
Market, Segmentation and Targeting
• Expand customer base to non cyclists
• Ethnic groups such as Indians, Asians and Young professionals
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9. RECOMMENDED INTEGRATED MARKETING
COMMUNICATIONS PLANS
• Positioning
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10. RECOMMENDED INTEGRATED MARKETING
COMMUNICATIONS PLANS
• Direct Marketing
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11. RECOMMENDED INTEGRATED MARKETING
COMMUNICATIONS PLANS
• Advertising
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12. RECOMMENDED INTEGRATED MARKETING
COMMUNICATIONS PLANS
• Promotion
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13. RECOMMENDED INTEGRATED MARKETING
COMMUNICATIONS PLANS
• PR and Sponsorship
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14. RECOMMENDED INTEGRATED MARKETING
COMMUNICATIONS PLANS
• Messaging
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15. RECOMMENDED INTEGRATED MARKETING
COMMUNICATIONS PLANS
• Vehicle Selection and Scheduling
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16. RECOMMENDED INTEGRATED MARKETING
COMMUNICATIONS PLANS
• Flight Schedule Information
• Motivations for choosing these media vehicles
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17. REFLECTIONS
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