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What’s Your Schwinnprint?


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Student project to revive faltering Schwinn bicycle brand. Strategy focuses on newer demographic and brand personality that embraces current cultural trends of fitness, family, busy lifestyles, and the green movement.

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What’s Your Schwinnprint?

  1. 1. Repositioning Schwinn<br />LFPR Consultants<br />Presentation by:<br />Liz Lord<br />Peggy O’Neil<br />Francy Chesser<br />Rachel Dejno<br />
  2. 2. Industry & Trends<br />Schwinn’s growth and potential in a competitive environment<br />Poor growth due to slow economy & possible recession<br />Greatest growth potential<br />Industry changes and concerns<br />Obesity<br />Environment <br />Urbanization<br />
  3. 3. Target Segment<br />Primary: Mothers (women) 25-44 <br />may be looking to stay active after pregnancy<br />Want to be a healthy role model for children<br />Benefit from multitasking<br />Eco-minded<br />Secondary: Children<br />Tertiary: Young Professionals who are eco and health minded<br />Young Professionals<br />Children 6 -12<br />Mothers 25-44<br />
  4. 4. Positioning Strategies<br />Independent Bike Dealers are already strong producing 50% of sales dollars on 17% of units sold.<br />The competitive landscape of high-end bicycles is crowded and includes products owned by Schwinn’s parent company <br />There’s an opportunity to grow the category among Amateur bicyclists<br />This could allow Schwinn to be a brandleader in mass merchant stores<br />
  5. 5. Creative Direction<br />Moms who want to be leaders in healthy and responsible living, Schwinn is the brand of dependable bicycles, which enhances healthier lifestyle behaviors; because biking is healthy, eco-friendly, creates strong family bonds, and is fun for everyone.<br />
  6. 6. The BIG Idea<br />SCHWINNPRINT<br />Lifestyle of leading through positive example<br />Focus:<br />Environment<br />Family<br />Physical Health<br />Individuality<br />
  7. 7. Creative Sample<br />
  8. 8. Creative Sample<br />
  9. 9. Creative Sample<br />
  10. 10. Media Plan<br />How does SchwinnPrint connect with the target?<br />
  11. 11. Campaign Platform Ideas<br />Drive target consumers to engage with brand online via contest <br />Fitness challenge that optimizes your SchwinnPrint<br />Fitness, conservation, and family goals tracked online<br />Tracker shared via social networks: Facebook, MySpace <br />Contest finalists posted to Schwinn website<br />
  12. 12. In Summary<br />We hope that you take our research and creative processes into consideration for Schwinn’s new launch.<br />To view more case studies and research analysis please visit our website <br />L.F.P.R Consultants<br /><br />