This document summarizes market research on the Genuine Scooter company and its Buddy brand scooter. It discusses the founder and history of the company, key details about the Buddy scooter, profiles of low and high involvement consumers, analysis of current marketing strategies, and recommendations for improving marketing through print, online, and sample advertising.

1. Andrew Coco, Oliver Cregg, Anthony Disarufino, Viridiana Hernandez
Group 7
5/6/14 2PM

2. OVERVIEW
• Owner/founder Philip McCaleb
• Founded in 2002
• Hottest US brand in scooter industry

3. • Buddy created in 2006
• Vintage style
• Modern specs
• MSRP $2,799

4. Low Involvement Consumer
• [Redacted]
• [Redacted]
• Young, intelligent, price-sensitive
• Purchased Summer 2011

5. Low Involvement cont.
• Genuine Scooter vs. Vespa
• Boring but reliable vs. expensive trendy
• Price and reliability most important
• Surprisingly fun

6. High Involvement
• [Redacted]
• Owned Buddy since 2008
• Over 30,000 miles
• Fitted with aftermarket parts
• Price sensitive, maintenance
free

7. High Involvement cont.
• Genuine vs. Yamaha Vino
• Exciting, fun vs. boring, clunky
• Price, ease of use, reliability
important
• Seeks freeway use

8. Current Marketing: Print
• Focus on vintage style
• No features
• No Buddy ads
• Where’s the adventure?
• Unsure of target demographic

9. Current Marketing: Online

10. Recommended Marketing
Print
Buddy ads!
Features + Benefits
Adventure, fun, love
Online
YouTube channel
#MyGenuineScooter on
Instagram
Continue interactivity

11. ommended Ad

12. Recommended Ad Recommended Ad