Icon Motosports produces motorcycle gear and wants to improve its brand image for women's gear. A survey found that women riders were generally unsatisfied with Icon's offerings for reasons such as too much pink, frills, and inaccurate sizing. The document recommends conducting market research to develop a sportier line of women's gear with emotional rather than sexualized advertising appeals to improve Icon's brand image.

1. Icon Motosport and Women’s Gear Can they improve their brand image? By Sara Baragona

6. Icon Motosports “From the streets – to the streets” Started in 1998 Specializes in street gear only – no race gear No huge decals, wanted to get away from “race-based” look – ie. Power Ranger Distributes products to retailers – customer service

7. Icon’s Women’s Gear Largest selection of female street gear Yet are women happy with what Icon has to offer? According to survey results, most women riders are unsatisfied.

8. Target Market Convenience sample (MD, DC, PA, VA, WV) Generation Y and X Between 24-30 yrs Riding experience of less than a year to more than 8 years Most had bought men’s gear at least once

9. Common complaints Too much pink Frills such as fringe and glitter Lack of color selection (mens line offers dark blue, kawasaki green, orange, etc.) Sizing is often inaccurate

10. How to improve? Marketing appeal Sex vs Emotional

11. Advertising Appeal

12. Advertising Mechanisms Motorcycle magazines, health and fitness magazines, and fashion magazines Radio commercials on popular rock and hip hop stations Stand alone displays in store NO TV commercials

13. Consumer Promotions With purchase of new gear, sportbike drawing Mail-in Rebates

14. Sponsorship Currently sponsors top stunters (all male) To push their female gear, should sponsor a female stunter

15. Cause Related Marketing Large amount of urban and young adults that ride sportbikes and buy Icon gear “ Keep Kids off the Street by Buying Street” % of Sales donated to underprivileged children

18. Conclusion Market Research! Sportier Line Emotional appeal rather than sex appeal = BRAND IMAGE IMPROVED

19. Questions?