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- Marketing Managemen t – !
MKT40560
E-Bike Marketing Strategy 2015
Team D8 Group Members:
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David McCarthy Madeleine Byrne Alexander Daniel Linh Tran Hien Chang Zheng Akash Singhal
Table of Contents 1. TERMS OF REFERENCE:
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2. EXECUTIVE SUMMARY:
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3. B USINESS BACKGROUND
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BUSINESS MISSION
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COMPANY MISSION STATEMENT
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MARKETING PLAN OBJECTIVES
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4. EXTERNAL MARKET AUDIT
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PEST A NALYSIS
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THE MARKET SIZE
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CUSTOMER A NALYSIS – M – MARKET SEGMENTATION
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COMPETITION - SOUTH COUNTY DUBLIN AREA
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5. INTERNAL MARKETING AUDIT:
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6. SWOT ANALYSIS
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7. MARKETING M ARKETING OBJECTIVES
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8. CORE STRATEGY
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9. MARKETING MIX
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PRODUCT
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PRICE
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PLACE
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10. MARKETING STRATEGIES/ PROMOTION
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METHOD 1 – T – TRADITIONAL MEDIA ADVERTISING
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METHOD 2 – G – GUERRILA MARKETING TECHNIQUES
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METHOD 3 - O NLINE SECTION
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11. MEDIA TIMELINE
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PHASE 1 – A – APRIL 16TH TO MAY 1ST
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PHASE 2 – A – APRIL 20TH TO MAY 4TH
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PHASE 3 – M – MAY 5TH - AUGUST 31ST
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12. MARKETING METRICS
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13. FINANCIALS
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REFERENCES
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APPENDIX
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APPENDIX 1: DONNYBROOK BIKES INTERVIEW
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APPENDIX 2: SURVEY MONKEY Q UESTIONS
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APPENDIX 4: D8 DESIGNED DONNYBROOK BIKES KENBAY FLYER
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1. Terms of Reference: The objective of this project is to develop a marketing plan for electric bikes (E-Bikes), at Donnybrook Bikes. Bikes. This marketing plan endeavours to: •
Strengthen Donnybrook Bikes’ brand value with respect to customer service and after sales services.
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Introduce E-Bikes to a traditional store.
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Increase customer volumes and their awareness o f the E-Bike.
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Ultimately, increase sales volumes and increase profits.
2. Executive Summary: Donnybrook Bikes Bikes was established in June 2014. The business is an owner- managed enterprise which is operated by seasoned industry professionals, Andrew Persons and Ruairi Persons. Between them, they possess over 15 years, experience in bicycle sale s and repairs. The business is one of south county Dublin’s leading bicycle specialists and is located in the prime upmarket location of Donnybrook, Dublin 4. Donnybrook Donnybrook Bikes sells both new and second hand bicycles in various shapes and sizes. Additionally, they offer a large selection of all-weather clothing, safety accessories and spare parts and also provide a fantastic after sales service.
D8 marketing solutions have worked closely with the management/owners of Donnybrook Bikes to create an in-depth in- depth marketing plan for the introduction of the Kenbay ‘Swift’ E -Bike. This marketing plan will be representative of the geographic location, Dun Laoghaire – Rathdown, and the age demographic of o f 45 – 45 – 64 64 year olds.
A comprehensive analysis of internal and external market factors was carried out in the form of online surveys, street surveys, industry professional interviews and academic research analysis. After analysing the brand, product and prospective area for growth, the overall objectives of the marketing plan were set. These T hese objectives include
1. Cultivating an awareness and understanding of E-Bikes. 2. Increasing sales revenue and increasing customer custo mer interactions online.
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The planned campaign will be titled, “Southside EE-Bikes” and will consist of three phases, which will adhere to a strict str ict budget of €12,000.
Phase 1 – Traditional Traditional Media Phase 2 – Guerrilla Guerrilla Techniques Phase 3 – Online Online Campaign - Competition, Facebook Adverts & Google Adwords.
These three phases will employ different guerrilla-marketing techniques where applicable. “Guerrilla marketing is an advertising strategy which focuses on low-cost, low-cost, unconventional, marketing tactics that yield maximum results” (Creat ive Guerrilla Marketing, 2015). 2015). We have placed particular particular focus on this marketing marketing technique, as Guerrilla marketing’s marketing’s philosophy aligns itself with the company’s expansion vision. “The soul and spirit of guerrilla marketing – is small businesses with big dreams but t iny budgets” budgets” (Lev ( Levison, ison, 2007). Guerrilla marketing puts particular emphasis on keeping in touch with previous customers, exploiting creativemarketing avenues and taking advantage advantage of the sharing power of others. We have meticulously meticulously designed these marketing plans with reference re ference to Levinson’s ‘sixteen secrets of o f marketing’. To summarise, these marketing guidelines pay particular attention to committing to a plan, viewing marketing as a long-term investment with patience and consistency as integral fundamentals.
Subsequent to the completion of the marketing plan, a retrospective analysis of data will be conducted to determine determine whether campaign objectives were met. The data will compare the sales volume, social network interactions and site visits, both before and after the campaign’s lifecycle ends.
3. Business Background Business Mission •
Donnybrook Bikes aims to be at the forefront of Kenbay E-B ikes sales in south county Dublin, with particular focus on the Dun Laoghaire – Laoghaire – Rathdown Rathdown county council area.
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Increase existing customer base and expand e xpand into new markets.
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Increase Donnybrook Bikes’ online presence and reach.
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Aim to further diversify their product range.
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Company Mission Statement Donnybrook Bikes is a bicycle shop that se lls both new and high quality, second hand bicycles in south county Dublin. We use our extensive industry industry knowledge and experience experience to offer high quality customer service and superior after sales services. We strive to go above and beyond our customer’s expectations.
Marketing Plan Objectives This marketing campaign is titled “Southside EE -Bikes”. The marketing strategies employed have been meticulously designed to maximise exposure and work within both the budget and scope of the business, to reach the following marketing objectives:
1. Introduction of the Kenbay Swift E-Bike to Donnybrook Bikes, Bikes, with projected sales sa les of 300+ units for summer 2015. 2. Increase online network traffic by 25% through mediums such as Facebook, Twitter and Instagram.
4. External Market Audit PEST Analysis The PEST (Political, Economical, Socio-cultural and Technological) analysis is a business measurement tool, created by Francis Aguilar, which examines the big picture factors of the market. This methodology helps users identify potential obstacles and avoid riskier projects, which are susceptible to threats threat s outside of their control (Fahy and Jobber, 2012).
Political Issues I ssues
Current Legislation
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An E-Bike must not be able to travel above 25 kilometres per hour. They can’t be sold to persons under the age of 14.
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This will not have an adverse effect on sales, as our target market is not this specific age demographic.
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Funding & Grants
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Environmental & Ecological
“Cycle to Work” scheme provides funding to aid the purchase of conventional or E-Bikes.
These financial incentives will greatly assist in reaching our sales targets
No planned end end of this scheme. scheme.
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All political parties are advocates of ‘greener’ environment, reducing GHGs, improve health prospects and reduce Healthcare costs.
Perspective sales of E-Bikes can only benefit from these initiatives.
The EU has allocated resources to promote these values, build cycle lanes and a national cycle policy framework.
Lobbying Groups
European Legislation
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Seasonality Issues
Specific Industry Factors Taxation Specific to Products
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E-Bike motors must not have a power output which exceeds 250 watts.
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This will promote positive attitudes towards to the sale of E-Bike and their use.
The Kenbay ‘Swift’ is compliant with this l egislation.
Influence on Business
Economical
Economic Trends
Irish Bike Association lobbies improve to view of electric bikes. (Leba.ie, 2015)
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Ireland has one of the fastest growing economies in Europe as of 2015.
E-Bike sales are seasonal, increasing from the warmer spring and summer months.
Bike sales are on the rise; this can be attributed to the increase in costs of petrol, insurance insurance and road tax. E-Bikes are sold at the standard tax rate in Ireland.
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This will have positive impacts on sales as people will have higher levels of disposal income (Inman, 2015).
Our campaign will exploit this and will operate between April and August.
As above.
Donnybrook will comply with the national standard tax rate.
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Social Cultural
Influence on Business Business
Lifestyle Trends
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Demographic hanges
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Urban Centre Growth
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Media Views
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Major Events & Influences
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Technology
Competing Technology
Maturity of Technology
Replacement Solutions
People in 2015 are more conscious of health trends and exercise. exercise. Bicycles Bicyc les are now out selling cars.
44yr olds & 45 – 45 – 64yr 64yr olds Ireland’s largest age demographics are: 25 – 44yr respectively. As these demographics grow older, as does our target audience, aiding future sales (CSO.ie, 2015). Our research indicates further sustained growth is estimated in Dublin over the coming years (Williams, 2015).
Mainstream media in Ireland have embraced cycling and would be advocates for its success (Irish Times, 2015).
The recession, along with the successful Cycle to Work scheme, has seen increased sales of bicycles in Ireland (Sticky Bottle, 2015). Endurance sports have increased in popularity, with cycling to the fore, in events like “The Iron Man Challenge”. Mental health – health – cycle cycle against suicide (Cycleagainstsuicide.com, 2015).
Influence on Business Business •
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Similar, yet distinct products include, E-Cars and Segways, but these markets are unsaturated in Ireland at present and we believe, do not pose any immediate threat to the E-Bike market.
Still in the early phases of this product’s lifecycle, the technology is constantly improving in relation to features like extended battery life, reachable speeds and additional functionality.
The closest replacement solutions would be other E-Bikes brands and attachable motors systems.
Overall, the PEST analysis suggests that there would be no significant interference from any outside, uncontrollable force, which would hinder the sale of electronic bikes for the coming twelve-month period.
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Political powers in Ireland have taken a positive stance towards cycling, indeed actively promoting it with various policies and schemes. These policies include the cycle to work scheme, building of cycle lanes and the national nat ional cycling road map. The people of Ireland have had a turbulen t urbulentt number of years since the onset of the t he recession in 2007. Since then, the Irish people have had considerably less disposable income, yet the cost of using automobiles continued to rise. However, this has led to bicycle sales growing to outsell their four-wheel counterparts for the t he last number of years (Sticky Bottle, 2015). As of March, 2015, Ireland has the fastest growing economy in Europe. Subsequently, an increasing number of Irish people have more and more disposable income, no longer being syphoned off to the extent it had been. We believe that this will lead to t o enhanced sales volumes of the E-Bike, in the near future. The sociocultural aspects, with respect to lifestyle trends, demographic change and urban centre sprawl, are demonstrating continued change. This will add hugely to the marketing of our EBike and future models, as the target audience will continue to grow, as people experiment outside the traditional. As stated in the technology section, competing electronic vehicles, such as electric cars and Segway’s, haven’t gained gained much traction within the Irish commuter market to date. The EBike technology has plenty of room for future improvement as the technology is most likely, still someway from maturity.
The Market Size The potential market size for the Kenbay Swift, comprises the total number of commuters within the greater Dublin area. This T his number will continue to grow, owing to internal migrat ion patterns in Ireland (CSO.ie, 2015). The daytime working populous of Dublin City and surrounding areas, according to the 2011 Central Statistics Office (CSO) figures was 469,987. Data from this report also concluded that in Dublin, 39,803 people cycled to work, which is an increase of 10% on the 2006 figures. Additionally, a further 21,374 students commute to college or school on bicycles. However, after further analysis, these commutes only account for 2% of trips in Ireland. This is considerably behind other European countries, such as The Netherland’s 27%, Denmark’s 18% & Germany’s Germany’s 10% (Claudy and Peterson, 2014). “Policies and Social marketing programmes are critical in achieving changes in peoples chosen mode of travel” (Brog et al, 2009). The Irish government has begun tailoring some of its national transportation policies, to encourage the rise of cycling among the population. One of the more prominent policies is the ‘Cycle to Work’ scheme. This offers employees, savings of 8
up to €1000 against the purchase of a bicycle and associated accessories, through their employer (Citizeninformat (Citizeninformation.i ion.ie, e, 2015). As the Irish government government continues continues to push these policies in an effort to realise national targets, target s, our potential market size will continue to grow. “The national target for commuting cyclers, is 10% of all trips by 2020” (Nati onal Cycling Framework). The areas with the most recorded cyclists in Dublin are, the City Centre with 23,265 and the Dun Laoghaire – Rathdown Rathdown council area with 6,869 (Ginty, (G inty, 2012). These areas account for over 75% of the commuter cyclists in Dublin. Analysing the 2011 and 2006 CS0 figures, we can conclude that the highest growth rate in bicycle use has also been in these areas. Dublin City Centre bicycle use has increased to 7.75% from 5.6% and the Dun Laoghaire – Laoghaire – Rathdown Rathdown area has also shown considerable growth, rising to 5.25% from 3.85%. “Those working in the City Centre, are significantly more likely to walk or cycle, or take public transport to work” (Commins & Nolan, 2011).
Customer Analysis – Market Market Segmentation The analysis of market size has concluded that the area with the most growth, with respect to cycling in Dublin, is the City Centre. However, E-Bike users generally commute from further afield than conventional conventional cyclists. “The average trip distance distance on an E-Bike is 9.8km, compared to 6.3km on a conventional bicycle” (Engelmoer, 2012). Therefore, we believe it logical to select the Dun Laoghaire – Rathdown area as our targeted customer base, as it has the subsequent highest growth rate and better geographical suitabil ity.
Our potential customers have a number of alternative choices in terms of travel. In the Dun Laoghaire – Rathdown Rathdown area, commuters can avail of numerous methods of public transport such as, Dublin Bus, The Dart and The The Luas.
These methods have have their own distinct
advantages such as, their pick up/drop-off locations, price and speed of travel. Additionally, commuters can choose to use their own vehicles, taxis, motorcycles and bicycles as the appropriate infrastructures are in place (Dlrcoco.ie, 2015).
Survey In order to obtain further information on our target segment, we carried out an online survey. We conducted this survey utilizing surveymonkey.com. We distributed this survey via email and Facebook. Additionally, we brought printed surveys to Grafton Street and approached people at random. The survey survey questions can be seen in appendix 3 to this report. A total of 74 74 people completed this survey. The participants fell into the following following age demographics: •
1 person aged under 18
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62 people between the ages of 19 & 30
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12 between the ages of 31 & 40
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45% were Male
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55% were Female
The most popular methods of transport to work were: •
Car - 46.67 %
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Bicycle - 24%
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Walking - 14.47%. Public Transport - 14.47%
The main reasons those surveyed did not cycle to work were: •
Time Constraints - 26.56%
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Unpredictable Weather - 25%
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Dangerous, as result of traffic - 17.19%
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Perspiration - 12.50%
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Too far from work - 18.75%
The predominant suggested use of electric bikes, acco rding to our participants, would be: •
Travelling to Work - 29.17%
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For Leisure - 25%
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A Mixture of both 45.83%
For the selected participants, the most important facto rs in deciding on whether to purchase an E-Bike were: 1. Price 2. Functionality 3. Reliability 4. Aesthetics.
The data collected gave us a valuable insight into the various demographics and the E- Bike’s predominate use and suitability. Upon closer analysis, the age demographic demographic survey participants was in the age demographic of 24 – 30 30 year olds. This is only our secondary targeted market segment. It may be beneficial to repeat the survey and specifically target the 45 – 45 – 65 65 year old age group. Due to time constraints, for more conclusive results, we have decided to carry out industry professional interviews.
Interview We interviewed Ruairi Parsons from Donnybrook Bikes. Ruairi is the assistant manager at Donnybrooks Bikes and has gained over 15 years of experience, in Ireland’s bicycle industry. Ruairi indicated early in the interview, that Donnybrook Bikes do not currently sell E-Bikes. 10
However, he suggested that during his previous employment in a comparative shop, on the North Side of Dublin, Dublin, he gained valuable experience into the electric bicycle market: •
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An Irish branded product, the Kenbay Swift ‘E‘E -Bike’ was was the most popular seller Predominantly purchased for commuting The age demographic that most frequently purchased E-Bikes, were the 45 – 65year 65year old age group. (Ruairi stated, throughout his years in the cycling industry he has never has sold an EBike to a person under 45)
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The gender spread at purchase point is usually equal but a lot of female customers are purchasing for for their husbands husbands and partners partners rather than for for themselves. themselves.
After conducting an extensive customer analysis through the mediums of online surveys, central statistics information, academic researc h and industry professional interviews, we have concluded a target age demographic demographic and geographic geographic location for for our ideal ideal customers. The segmentation we have chosen to aim for is the 45 – 65 65 year age group, in the area of Dun Laoghaire – Laoghaire – Rathdown Rathdown council catchments areas. Dun Laoghaire Laoghaire – – Rathdown Rathdown has an overall population of over 206,000, 206,000, with over 49,014 of these people ranging from 45 – 64 64 (Cso.ie). Therefore an accurate market size estimation for this campaign is 49,014 people.
Competition - South County Dublin Area. The competitor analysis is a vital section sect ion of any marketing report. We have comprised a list of competitors from our online research and from fro m information obtained obtained from Donnybrook Bikes’ Owner, Ruairi Parson. During the interview, Ruairi Ruairi stated the t he following following shops are their largest competitors, for normal push bicycles and accessories: •
FitzCycles
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Think Bikes
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Hollingsworth Bikes
In what will hopefully provide a competitive advantage for Donnybrook Bikes, they have recently acquired the licensing r ights to sell Kenbay products, to the South County Dublin area. Further analysis of these competitors concludes that, Fitzcycles are potential competitors in the E-Bikes market. They sell a number of different branded E-Bikes, such as Cube, KTM and Hercules. However, their closest comparable product is priced considerably higher than the Kenbay Swift E-Bike. These competitors have various different strengths and weaknesses. All have interactive websites, which offer interactive interact ive E-commerce. Upon visiting these sites, we believe none to be as user-friendly as the site offered by Donnybrook Bikes. All exploit social media as a marketing platform, some better than others. Ultimately, their main weakness’, and Donnybrook Bikes’ main advantage, is that none are able to offer the 11
Kenbay ‘Swift’ E-Bike. E-Bike. The only E-Bike E- Bike designed designed and repaired in Ireland. “Consumers want want to buy Irish but are ar e still looking for value for money” (Euromonitor.com, 2015).
Fitzcycles.ie – Fitzcycles.ie – Old Old Church Hall, St illorgan, County Dublin. “FitzCycles.ie is the next generation of Bike Shop, and although that sounds pretty airy fairy it’s actually a very simple idea – to offer Irish cyclists the brands, customer service and shopping experience they deserve and at the best prices possible” (Fitzcycles.ie, (Fi tzcycles.ie, 2015).
Think Bike – Bike – Lower Lower Rathmines Road, Rathmines, Dublin 6 “Think Bike is designed to promote cycling as a n exciting activity and also to make commuting by bike the most practical solution to Dublin Transport. Experienced Experienced in the biking trade t rade as we are now in our 15 th year of operation. Think bike bike is run by a young young team of passionate from many different areas of cycling (Thinkbike.ie, 2015). Further competitor information in appendix 2.
Hollingsworth Bikes - 1 Drummartin Road, Kilmacud Lower, Stillorgan, Stillorgan, Dublin 14 “Hollingsworth Bikes is now one of the t he biggest cycle agents in Ireland Ire land with the opening of our second shop in Kilmacud, Dublin South during the 1990’s. The business continues to be operated and managed directly by the Hollingsworth family with Kilmacud managed by Joe whilst Maeve and Joe Jnr run the original business that is still to be found in Templeogue Village, Dublin South” (Mycycle.ie, 2015).
5. Internal Marketing Audit: Operating expenses
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Since its opening 9 months ago, Donnybrook Donnybrook Bikes have successfully success fully managed their operating operat ing expenses. Similar to their competitors, the most substantial expense that the shop incurs is the cost of inventory, payroll, rent and sundry. According to Ruairi, the owner of Donnybrook Bikes, inventory is their primary cost, a figure he did not disclose with us. Payroll roughly accounts for between 18% and and 22% of the monthly monthly sales revenue. Secondly fixed monthly Occupancy expense, generally accounts for between 7 and 8% o f Sales Revenue. Overall financially the business is trading well but due to the business early lifecycle is impossible to do a more in-depth market audit a udit on their operating expenses.
Analysis of Current Current Marketing Marketing Methods: As Donnybrook Bikes is a relatively new venture, they are cont inuing to expand their their customer custo mer base and are attempting to penetrate additional geographical areas. Up till now they have used basic advertisements and promotional pro motional methods. Some previous previous examples include: The formal marketing structure utilized is very basic at present, hence the employment of D8 consultants.
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Basic functional website Non targeted targeted Facebook campaigns campaigns to gain gain initial awareness awareness
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Advertising in south side people paper
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Word of mouth
6. SWOT Analysis Despite the fact t hat Donnybrook Donnybrook Bikes is still st ill in its infancy as a business venture, we believe the following, to be to the current status of the t he fledgling company: Strengths: Renowned for providing reasonably priced products Owner’s expertise, over 15 years’ industry experience Great location, situated in an affluent area ar ea and on a busy commuter route Varied range of products, including extensive array of cycling accessor ies Superior after sales service •
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Weaknesses: Limited number of current distribution channels Superior after sales service can impact on selling activities, due to staffing resources Limited funding available for expansion, owing to this being a relatively new venture Competing against more established competitors, whose costs may have dissipated over time, compared to that of this new company •
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Opportunities: Cycle to work scheme Environmental protection, less CO2 emissions Gap in the market •
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An improving Irish economy, more investment Higher price of petrol Large market in close proximity, approximately 200,00 people Increased awareness of health & fitness
Threats: Limitation in current Irish and European legislation Changeable Irish Climate •
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Poor condition of Irish road network Cost of electricity!
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Lack of cycle lanes
7. Marketing Objectives Strategic Thrust Our strategic thrust will define which products we will choose to sell, and into which market we will choose to sell. In light of this, our product is the ‘Kenbay Swift E-Bike’ E-Bike’ and our strategically selected target market segment will be commuters in the South County Dublin, specifically the Dun-Laoghaire/Rathdown area. Our marketing strategy will require new market penetration. This involves bringing the exciting, new Ke nbay Swift “E“E -Bike”, into the Electric Bike market.
Strategic Objectives An objective is a measurable step a business takes in realising a strategy. Realisation of our strategy will involve successful market penetration. We will attempt to forge significant early sales, so as to secure significant market share of this e merging market. To achieve achieve this, we need to set realistic goals. These objectives are as follows: •
Strengthen Donnybrook Bikes’ brand value with respect to customer service and after sales services.
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Introduce E-Bikes to a traditional store. stor e.
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Increase customer volumes and their awareness o f the E-Bike.
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Ultimately, increase sales volumes and increase profits.
When we succeed in securing a healthy healt hy market share early on, we hope to become synonymous synonymous in the greater Dublin area, for the sales of E-Bikes. As previously mentioned, we will initially focus our marketing campaign on the 45 – 65 65 year old residents of the Dun Laoghaire – Laoghaire – Rathdown Rathdown area. A catchment cat chment area of over 200,000 houses (CSO.ie). We expect to achieve similar initial sales to that of our European counterparts, who 14
have recorded sales of E-Bikes to 0.15% of homes, during their first 18 weeks of sales (Bikeeu.com, 2014). This would equate to sales volumes of 300 E- Bikes, generating €374,700 in sales revenue. We believe that with our aggressive strategic marketing plan and with a truly outstanding product, we will see sustained growth in E-Bike sale s.
8. Core Strategy Target Market(s) Our target customers are south Co. Dublin based commuters. We believe the most appropriate age range to target, are those between the ages of 45 and 65 years old. The geographic location we will target, comprises the affluent catchment area of Dun Laoghaire Rathdown. Owing to the relative cost of the E-Bike compared to conventional transport, like cycling, we believe this particular age demographic, in this particular area, to be the optimum selection in generating initial sales. We will also target a sub segment of potential customers, made up of people aged 25-34 years old. We envisage that this group will choose to buy the product more often as a gift for their parents, than for themselves.
Competitive Targets There are three established competitors in the South County Dublin area. These include Fitzcycles, Hollingsworth Bikes and Think Bike. While these competitors are established, due to their distance from Donnybrook, we do not envisage any significant threat to Donnybrook Bikes’ E-Bike E-Bike sales.
Competitive Advantage According to Grant (2013), Competitive advantage is the advantage a business has over its competitors. The company may develop some aspect of superiority over competitors, by providing either better value for a product or service at a lower price, or through a higher cost structure for a product or service that adds greater value to the customer through differentiation. Donnybrook Bikes do both. They hold a differential advantage by providing a product whose competitors pale in comparison, in terms of quality, design, value and functionality. They also hold a comparative advantage, as they have the ability to sell the E-bike at a lower cost than its competitors. We believe that by adopting a dual competitive advantage approach, Donnybrook Bikes will gain an edge over its rivals and will ha ve the sustained ability to generate more customers and ultimately add greater value to the t he business as a whole. 15
9. Marketing Mix Product In consultation with the owner and through extensive market research, we have chosen the Kenbay Swift E-Bike to be the first of o f its kind to retail at Donnybrook Donnybrook Bikes. We believe that this t his particular product has a number of unique selling points which dist inguish Kenbay from other competitors in the market. These include; 1. Appearance 2. Functionality 3. Intangible/augmented components 4. Ability to meet meet the targeted customer’s customer’s expectations & requirements The appearance and functionality of the Kenbay Swift E-Bike is really like no other in the market at present. We believe that this product will attract and satisfy the needs of our target audience. To begin with, this E-Bike is aesthetically pleasing. It h as a ‘step through’ alloy frame, making it unisex and easily scalable. Through our research, we have found that our more mature customers, 45yrs plus, prefer a bike that is easily mounted, as flexibility is generally reduced. The Kenbay also holds front suspension forks, three assistance levels, a handlebar mounted charge indicator, and a throttle that is very user friendly, with a ‘twist and go’ functionality, ensuring safe and comfortable travel. Electrically, the bike’s battery has a range of up to 70k m. 70k m. The bike has a maximum assisted speed of 25kmph, generated from a 250w, high torque, rear hub, brushless motor, all of which is contained within the bike’s 25Kg structure.
At its core, the E-Bike is an excellent form of transportation. It will efficiently and effectively transport our target market in the way wa y they want and need.
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The Kenbay Swift has many “add on” features, both tangible and intangible. The augmented aspect of this E-Bike embraces a bundle of benefits. For example, if he/she w ishes, mudguards, a light, a bell and a saddle protector can be added, free of charge, features not offered by its competitors.
Aftersales
services,
a competitive guarantee,
including servicing
and customer relationship management, are intangible assets, which Donnybrook Bikes have been renowned for, since opening in 2014. They have developed a loyal customer base and a nd through their brand and this developed developed goodwill, we feel they can catapult their sales of this product and ultimately drive profits. profits.
The Kenbay Swift E-Bike will be an addition to the existing product line and at least initially, will be the only electric bike the shop will be retailing. To spark interest and to encourage perspective buyers, the E-Bike will come with a free free 6 month aftersales aftersales service ser vice and a further further 6 months with 50% off any repairs, maintenance or servicing. All mechanical issues will be fixed on site and any electrical issues will be fixed by the design team, at their headquarters in Tallaght, Dublin. Dublin.
Price According to The Economic Times (2015), ‘Price is the value that is put to a product or service and is the result of a complex set of calculations, research and understanding and risk taking ability’. Of the perceived marketing mix, we believe pricing to be one of the most important elements. Setting a price can be difficult, as it must accurately reflect the supply and demand relationship of the product and its customers (Marketing.Net: Accessed Mar. 2015). Prior to setting the product’s price, a pricing strategy must first be decided upon. When choosing a pricing strategy however, important factors first need to be considered, ensuring it best fits with the goals of the business. These factors include: •
competition
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market conditions
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input and output costs
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company objectives
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market segmentation and customer’s behaviours around willingness to pay 17
Having previously analysed many of these factors and gained a deep understanding and awareness of our competition, the market and what the business is about, we feel the pricing strategy that best suits Donnybrook Bikes is the Cost Price Strategy. This strategy takes into account the costs involved in production and distribution. Based on t hese, the retailer can both bot h cover costs and mark up the product to include the desired level o f profit. This strategy focuses on the product and the returns that can be gar nered from its sale. Based on the Cost Price Strategy, the Kenbay ‘Swift’ will retail at €1249. Costing approximately €1000 to build and deliver each unit, this will deliver a mark -up -up per unit, of just under 25%. Based on these figures, the company will achieve t he following revenue flows:
Cost Volume Profit Analysis 700,000€ 600,000€ 500,000€ 400,000€ 300,000€ 200,000€ 100,000€
!€ ! 100
200 Costs
300 Revenue
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500
Profit
We believe this price to be very competitive within the electric bike market, when compared to the aforementioned, afore mentioned, top three competitors in south sout h county Dublin. Dublin.
1. Fitzcycles.ie 2. Hollingsworth Bikes 3. Think Bike The Kenbay Swift E-Bike will retail at a considerably lower margin than the electric bikes stocked by our competitors. For example the cheapest electr ic bike which Fitzcycles stock, is the 2015 // Cube / Access WLS Pro Hybrid, Hybrid, priced at €1,999. This produc t possesses only a fraction of the Kenbay Swift’s functionality and is not as aesthetically aest hetically pleasing.
Through analysis of our survey and questionnaires, we have found that when asked to grade price, functionality and aesthetics, in terms of what was the biggest factor influencing the purchasing decision, 90% chose chose price.
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Place When marketer Jerome McCarthy put forward the four P’s categorisation in 1960, place was considered the point in which the consumer could gain easy access to a product or service. Getting the right product, to the right place, at the right time, involves planning, organisation and most of all, an efficient distribution method. The distribution of our product, the Kenbay ‘Swift’ will involve two different methods; Retail and Onl ine.
Primarily, we will focus our distribution efforts through the established retail outlet, based in Donnybrook, South Co. Dublin. Research has shown that our core target market, 45-64 year olds, prefer to have a tangible, face to face, in shop experience. Accordingly, we have researched the demography of particular areas in Dublin, Dublin, which we believe will generate generat e most sales. This has led us to the catchment area of Dun Laoghaire-Rathdown. The population for this area from CSO figures, are estimated at about 206,000 (CSO .ie). To ensure we do not constrict our customer base, we will also aggressively target additional customers through our second distribution channel, our Online presence. We will look to build a strong presence Online and envisage that this channel will capture the younger segment of the market, who increasingly prefer to purchase t hrough this platform.
Many benefits can be gained from providing this dual distribution channel for our product, for example: the bike shop can aid in creating a stronger personal relationship with both current and future customers. This face to face experience is something that the owners value and regard as an integral part of the t he business’s vison.
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By developing an online platform, we feel we can exploit a more affordable medium of advertising. This platform will allow all of our products to reach a w ider audience, and present the possibility of sales being generated from fro m further afield.
10. Marketing Strategies/ Promotion Our following, carefully designed marketing strategies, will use a synergy of both economic and informative approaches, to maximise our visibility to our potential customers. The economic method will accentuate the benefits of E-Bikes in monetary terms. This will rationalise the cost of the E-Bike, in comparison to associated costs incurred with annual car and bus transportation. The informative approach will examine behavioural choices and will highlight the positive health attributes associated with cycling. These marketing strategies are designed to utilise both the Push and Pull approaches to marketing techniques. Push marketing is a promotional methodology whereby organisations take the physical products, to the customers. Pull marketing, on the other hand, involves enticing potential customers to come to you (Fahy and Jobber, 2012).
Method 1 – Traditional Traditional Media Advertising. 1. Flyer distribution via the Dublin “South Side People” People” Paper .
Phase one of the promotions and implementation section involves utilising the traditional media platforms of o f newspaper and Adshel spaces. Donnybrook Bikes’ management indicated in an interview that they used newspapers adverts for previous push-bicycle promotions and found “South Side People” to be the most effect newspaper publication to advertise with. In previous campaigns, they used small, black and white ads in the lifestyle section of the publication. However, we have designed a sleek and colourful, two-sided colour leaflet folded into a convenient A6 size, which which is attached below in Appendix Appendix 4. These flyers will be graphical and will give information on the product, price, company and any upcoming interactive promotional events. The leaflet will be distributed in the Dublin South Sout h Side Peoples (DSSP) issue, circulated just before the May bank holiday weekend. The leaflet will be printed by DSSP, inserted into their newspaper and then distributed via their network, to their 43,000 customers (Dublin people.ie, 2015). 2. Adshel Bus Stop Poster Poster Campaign Campaign
In order to create maximum awareness of our product, we will also plan to advertise using “Adshel” bus stop platforms platfor ms for two weeks, from April 20 th – May May 4th. Adshel advertising has a number of benefits; they are hugely effective in terms of their reach and frequency, as they have 24hr visibility, with the added benefit of potentially turning public transport users, into 20
customers. The Adshel advertising method is expensive, but the cost per 1000 exposures should should validate this expenditure. “QR Codes” will be present on Adshel adverts, allowing users to interact instantaneously instantaneously with the company’s social channels, product details and competition information. We have meticulously researched geographic locations and have subsequently picked where we feel we will have maximum maximum exposure. We will deploy deploy posters in 8 locations, Killiney, Sandyford, Dundrum, Stillorgan, Blackrock, Dun Laoghaire, Donnybrook and Rathmines.
Method 2 – Guerrilla Guerrilla Marketing Techniques. 1. E-Bikes in Herbert Herbert Park. “E“E-Bikes in Herbert Park” is an event designed to provide customers with a hands -on interaction with the product. Customers will be able to see, touch and experience the benefits of E-Bikes, in the beautiful surroundings of Herbert Park in Donnybrook. The event costs will be minimal. Donnybrook Bikes have little or no transportation costs, the use of the park is freely available and the event advertising will be done via social networking and previous customer email addresses. This will give the the company a great opportunity opportunity to service existing customers, entice new customers and demonstrate the ir new product. At the location in Herbert Park, the company will have a promotional, stocked with a number of E-Bikes, banners, brochures, flyers, mailing listings documentation, a Facebook check-in facility and business cards. The initial initial event will be staged on the Sunday of the May bank holiday weekend and will be repeated July 6 th, utilising the same materials. 2. Product Placement – Farmers Farmers Markets. From May 1 st, we have devised a twelve-week schedule for product placement, at popular farmers’ mark ets ets in the South County Dublin Area. Area. Our research indicates that Farmers markets would provide a great location to interact with our targeted demographic, as the average age o f attendees is approximately 42 years old (Gumirakiza et al, 2014). We have cautiously selected the following market market locations, in order to achieve maximize exposure: exposure: Dun Laoghaire, Laoghaire, Dalkey, Dundrum, Dundrum, Ranelagh and Donnybrook. Donnybrook. At the farmers markets, our display will consist of two E-Bikes, a table with E-Bike leaflets, company brochures and a pull up displa y brochure. On site, our stall will be located strategically, to ensure maximum visibility and offer ample space for test rides. Stall placement fees have been researched and an estimate is included in the attached budget. This phase of the marketing section is expected to reach people who may as yet, have failed to view our alternative promotional efforts. It also gives customers a chance to engage with our knowledgeable representatives.
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3. Strategic Flyers!
10,000 printed colour f lyers, lyers, at a cost of €399 have have been ordered. These flyers will be be placed strategically in the following locations with the permission of the business and premises owners.
•
All bicycle clubs in the in the Dun Laoghaire-Rat hdown area.
•
Local Shops
•
Library’s
•
Colleges (Referral)
•
Other Businesses
These flyers will be placed in these locations between the 29 th & 30 th of April. We will also partake in a “flyer swop” program. This will enable us to advertise via other local businesses and in turn build inter business relationships.
4. Projection Mapping of Store front.
3D projection mapping is another guerrilla marketing technique we will utilise. 3D projection mapping “is a method of mapping three -dimensional points to a two-dimensional two-dimensional plane” (creativegorillamarketing.com, 2015). Given their strategic location and store front layout, we believe that this will be highly effective for Donnybrook Donnybrook Bikes. During his interview, Mr. Parsons indicated that the business have access to a powerful projector. He has highlighted his advanced computer literacy and that he would be keenly interested in trialling the proposed projection advertising.
This section of the campaign will involve the sequential decline, over a t wo week period, from 14 days to 0, the launch launch of the E-Bike. Intertwined will be graphical manipulations manipulations of the shop 22
front, which will finish with a graphical image of The Kenbay ‘Swift’ and their logo, “A little bit of effort effort goes a long long way”. Lightscape.ie will design the projection projection mapping for an arranged fee of €500. (Projection location is outlined in the red box in the photo below)
Method 3 - Online Section
!
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1. The Competition - Facebook, Facebook, twitter & Instagram.
In this section, we will focus on the development of a Facebook, Twitter and Instagram competition. (One prize winner winner to be selected at random) Although our our demographic is of a greater vintage, we shall be targeting our Facebook adverts to an alternative de mographic. The sub segment of 25 – 34 year olds, is the largest grouping on Facebook in Ireland (eightytwenty.ie, 2015). The objective is that these these users will refer a parent, friend or colleague to Donnybrook Bikes. The campaign will consist of people “Liking”, “Sharing” or “Retweeting” our E-Bike E-Bike promotional advertisement, depending on their choice of social media platform. Upon completion, the contestant will be p laced into a draw to win one of our exciting Kenbay “Swift” E-Bikes. E -Bikes. The competition will will launch on April 16th, 14 days before before the start of our print media campaign. The winner of the competition will be announced two weeks after the start of the print media campaign.
2. Paid Google Adwords and Facebook adverts.
Throughout the summer months, we have allocated a weekly budget of €100 to promote Facebook posts and €70 €70 a week for for Google Adwords. Adwords. The social networks networks competition will be the first message to be promoted and will run as a paid ad from April 16th – 16th – May May 4th.
11. Media Timeline For a marketing plan to be successful, one must be pat ient and view the investment as a long term investment (Levison, 2007). With this in mind, we have carefully designed our marketing strategy to align to an end to end timeline o f 18 weeks, beginning April 16th and culminating on August August 31st. The marketing process is broken up into into the following three phases. Phase 1 – April April 16th to May 1st. •
Facebook, Instagram and Twitter competition.
•
Facebook paid ad campaign for competition.
•
Projection mapping of store front.
•
Flyer distribution to local business, clubs and shops.
Phase 2 – April April 20th to May 4th. •
8 Adshell posters.
•
Southside People flyer distribution - April 30th. 24
•
Stall at Dun Laoghaire farmers Market – Market – Saturday Saturday Morning - May 1st.
•
Shop demonstration of E-Bike.
•
E-Bikes in Herbert Park Event.
Phase 3 – May May 5th - August 31st. •
Weekly Paid Facebook Adverts.
•
Weekly Paid Google Adwords.
•
Monthly flyer location refill.
•
Second flyer distribution via Southside people – people – July July 4th.
•
Second E-Bikes in Herbert Park Event – Event – July July 6th.
•
Attendance at a different farmers market every week with stall, samples, a nd flyers.
12. Marketing Metrics In the marketing metrics section of this report, various parameters will be measured quantitatively, in order to track the campaign’s performance and effectiveness (Fahy and Jobber, 2012). This analysis will take place after the campaign has completed and will ultimately decide whether the campaign’s objectives have been b een met. Additionally, when the product is launched, interactions with customers will be analysed. We aim to decipher where customers saw our advertisements. This will enable us to discover the effectiveness and productivity of our various advertising mediums. We may then choose to concentrate our efforts on the more successful platforms, to achieve maximum exposure. “Eliminating the weapons that weren’t pulling their weight and doubling those that did give us the biggest bang for our o ur buck” (Levison, 2007 ). To measure if objective one has been reached, the sales volumes data of E-Bikes will be analysed. The second objective, the effectiveness of the marketing campaign, can be measured using Facebook analytics. The company will gain an insight into their “page views” by users, “likes”, “comments” and demographics of their fan base, by comparing analytical data from before and after the campaign.
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13. Financials We have allocated the industry average of 4% of expected gross sales turnover, to our marketing budget (Levinson, (Levinson, 2007). Donnybrook Donnybrook Bikes had had gross sales of €300,000 for for the fiscal year year end 2014, allowing for an annual a nnual marketing budget of €12,000, in 2015. This financial information was obtained during during an interview with Owner, Owner, Ruairi Parsons. After our campaign, campaign, we predict sales in our target area to account for approximately 0.15% of the population. This equates to the sale of approximately 300 E-Bikes, generating g enerating €374,700 in gross sales revenue, with a net profit of €74,700. This will provide a significa nt return on our marketing investment, detailed below. The The return on marketing marketing investment formula is a quantitative quantitative measure, used to evaluate evaluate whether or not, the marketing spend was efficient in translating capital into increased sales and ultimately in increasing profits pro fits (Economywatch.com, 2015). ROI = (Gain from Investment – Investment – Cost Cost of Investment) Cost of Investment ROI = (74,700 – (74,700 – 12,000) 12,000) 12,000
Initial Budget
ROI = 5.225 Times = 523% of Initial Investment €12, 000
1. South Side People Flyer printing pr inting and distribution – distribution – Two Two delivery dates.
€3000
2. Display Banner
€200
3. Adshel Adshel x 8 (€375)
€3000
4. A4 - Flyers Flyers (10,000)
€399
5. Projection Mapping
€500
6. Facebook & Google AdWords
€2720
7. Graphic Design
€250
8. Field Marketing Staff St aff – – (Two (Two staff x 12 Days)
€1680
Total%
€11,949%
References Understanding Goals, Strategy, Objectives and Tactics In The Age Of Belicove, M. (2013). Understanding Social. [online] Forbes. Available at: 26
http://www.forbes.com/sites/mikalbelicove/2013/09/27/understanding-goalsstrategiesobjectives-and-tactics-in-the-age-of-social/ [Accessed 27 Mar. 2015]. Bike-eu.com, (2014). Bike Europe - UK E-Bike Market: Market: 2014 Bumper Year? Year? . [online] Available at: http://www.bike-eu.com/Sales-Trends/Market-Report/2014/12/UK-EBikeMarket-2014-Bumper-Year-1616959W// [Accessed 27 Mar. 2015]. BikeMarket-2014-Bumper-Year-1616959W Bike-eu.com, (2015). Bike Europe - home. [online] Available at: http://www.bike-eu.com/ [Accessed 27 Mar. 2015]. Brög, W., Erl, E., Ker, I., Ryle, J. and Wall, R. (2009). Evaluation of voluntary travel behaviour change: Experiences from three continents. Transport Policy, 16(6), pp.281292. Census.cso.ie, (2015). Results. [online] Available at: http://census.cso.ie/sapmap2011/Results.aspx?Geog_Type=CTY&Geog_Code=05&CT Y=05 [Accessed 11 Mar. 2015]. Census.cso.ie, (2015). Results. [online] Available at: http://census.cso.ie/sapmap2011/Results.aspx?Geog_Type=CTY&Geog_Code=05&CT Y=05 [Accessed 27 Mar. 2015]. Citizensinformation.ie, (2015). Cycle to Work Scheme . [online] Available at: http://www.citizensinformation.ie/en/money_and_tax/tax/income_tax_credits_and_relief s/cycle_to_work_scheme.html [Accessed 11 Apr. 2015]. Claudy, M. and Peterson, M. (2014). Understanding the Underutilization of Urban Bicycle Commuting: A Behavioral Reasoning Perspective. Journal of Public Policy Policy & Marketing, 33(2), pp.173-187. Commins, N. and Nolan, A. (2011). The determinants of mode of transport to work in the Greater Dublin Area. Transport Policy, 18(1), pp.259-268. Creative Guerrilla Marketing, (2015). What Is Guerrilla Marketing? . [online] Available at: http://www.creativeguerrillamarketing.com/what-is-guerrilla-marketing/ [Accessed 9 Mar. 2015]. Cso.ie, (2015). Press Release Release Regional Population Projections 2016-2031 - CSO - Central Statistics Office. [online] Available at: http://www.cso.ie/en/newsandevents/pressreleases/2013pressreleases/pressreleaseregion alpopulationprojections2016-2031// [Accessed 11 Apr. 2015]. alpopulationprojections2016-2031 Cycleagainstsuicide.com, (2015). Cycle Against Suicide — Cycle Against Suicide. [online] Available at: http://www.cycleagainstsuicide.com/ [Accessed 11 Mar. 2015]. De, K. (2013). Social Networking Use In Ireland Q4 2013 IPSOS MRBI Research . [online] Krishna De's Marketing Insights. Available at: http://www.krishna.me/2013/socialmediahttp://www.krishna.me/2013/socialmediause-ireland-ipsos-mrbi-q4-2013-data/ [Accessed 11 Apr. 2015]. Dlrcoco.ie, (2015). Transportation Transportation - Dún Laoghaire-Rathdown County Council . [online] Available at: http://www.dlrcoco.ie/aboutus/coun http://www.dlrcoco.ie/aboutus/councildepartments/tr cildepartments/transportation/ ansportation/ [Accessed 11 Apr. 2015]. Economywatch.com, (2015). ROMI - Return On Marketing Marketing Investment Investment | Economy Watch. [online] Available at: http://www.economywatch.com/marketing/romi-returnonmarketing-investment.html [Accessed 11 Apr. 2015]. Eightytwenty.ie, (2013). eightytwenty digital agency blog | Read about online advertising and social media » Social Media Statistics Ireland [Infographic]. [online] Available at: 27
http://www.eightytwenty.ie/blog/social-media-statistics-ireland-infographic/ [Accessed 9 Mar. 2015]. Engelmoer, W. (2015). The E-bike: opportunities for commuter traffic. aster Programme Energy and Environmental Sciences. University of Groningen. Euromonitor.com, Euromonitor.com, (2015). Consumer Consumer Lifestyles Lif estyles in Ireland . [online] Available at: http://www.euromonitor.com/consumer-lifestyles-in-ireland/report [Accessed 11 Apr. 2015]. Fitzcycles.ie, (2015). Fitzcycles . [online] Available at: http://www.fitzcycles.ie/ [Accessed 11 Mar. 2015]. Ginty, C. (2012). 39,000 people commute regularly by bicycle in Dublin - Census . [online] IrishCycle.com. Available at: http://irishcycle.com/2012/08/08/880/ [Accessed 11 Mar. 2015]. Ginty, C. (2012). 39,000 people commute regularly regularly by bicycle in Dublin - Census . [online] IrishCycle.com. Available at: http://irishcycle.com/2012/08/08/88 http://irishcycle.com/2012/08/08/880/ 0/ [Accessed 11 Apr. 2015]. fastest-growing EU economy. [online] the Inman, P. (2015). Ireland retains crown as fastest-growing Guardian. Available at: http://www.theguardian.com http://www.theguardian.com/world/2015/feb/05/ireland/world/2015/feb/05/irelandfastestgrowing-eu-economy [Accessed 11 Mar. 2015].
Learnmarketing.net, (2015). Pricing Strategies (4 p's) - The Marketing Mix . [online] Available at: http://www.learnmarketing.net/Price.htm [Accessed 27 Mar. 2015]. Levinson, J., Levinson, J. and Levinson, A. (2007). Guerrilla marketing. Boston, MA: Houghton Mifflin. Marketing Teacher, (2014). Marketing Place - Marketing Teacher . [online] Available at: http://www.marketingteacher.com/marketing-place/ [Accessed 27 Mar. 2015]. Mycycle.ie, (2015). [online] Available at: http://www.mycycle.ie/aboutus.asp [Accessed 11 Mar. 2015]. The Economic Times, (2015). Pricing Strategies Definition | Pricing Strategies Meaning The Economic Times. [online] Available at: http://economictimes.indiatimes.com/definition/pricing-strategies [Accessed 27 Mar. 2015]. Williams, D. (2015). PLANNING AND ENVIRONMENTAL POLICY RESEARCH SERIES . 1st ed. DUBLIN: UCD
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Appendix Appendix 1: Donnybrook Bikes Interview Friday 27th February - Onsite Interview with Ruairi Parsons.
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1).
Do you currently stock E-bikes? E-bi kes? Not currently currently but we are interested interested in selling Kenbay E-Bikes, as at my my previous job we used to sell them and they sold quite well. This marketing plan came along just in time as we aim start selling them this summer. “Please send the document when it’s done”.
2).
What brands? What Models? Price Range? Kenbay Electric Bikes are by far the best in my my experience. “Dublin Designed, made in China but their headquarters are in Tallaght”. •
•
•
Kenbay Swift €1249 Kenbay Wilde €1249 Kenbay Beag €1019
3) What age demographic do the customers fit into? 45 – 45 – 65, 65, we haven’t sold an E-bike E-bike to anyone under 45. 5) What do these customer use there E-bike prominently for? Mainly for commuting to and from work. 6) Does the customer buy many complementary goods with their E – Bike? Bike? They usually buy a lock, helmet and some clothes. They don’t need to purchase mudguards or lights as the Kenbay bikes come with them.
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7) What after market service do you offer? We offer great great aftermarket aftermark et service all our bike customers. We fix the bikes for free for the first six months and then after that the customer only pays 50% of the fee. 8) What do you think is helping the increase in sale of E-bikes in Ireland? • The everyday increasing cost of running cars with respect to petrol, tax and insurance. • People are somewhat more health conscious these days. • The traffic in Dublin is ridiculous, people don’t want to sit in traffic for hours, and they get to work much quicker in a lot of cases on a bike. • The Bike to work scheme is a huge help on sales, I’d estimate that 70%+ sales of the ebikes were sold under this scheme. 9) What gender predominantly buys the E-bikes? It’s actually 50/50, but what you do notice from the sales stats is that men also buy the ladies model E- bike, E- bike, the swift. swift. As you you can imagine imagine older people don’t don’t want to raise their their leg up and over the higher frame usually associated with male bikes. Also, a lot of women are actually purchasing the Bike for the husbands or partners, not actually for themselves. 11) What are the main selling points of the Kenbay line? It’s cheaper than a lot of other brands out there. The company is local and will fix any problems for free. People like to support Irish. •
•
•
12) Are E-Bike sales seasonal? Yes, late spring and summer months usually, you will see a considerable increase in sales. 13) What makes Donnybrook Bikes different? • Well, we aim to provide exceptional service to our customers; this is evident in all the aftermarket assistance we offer. • We have many years’ experience in experience in bike maintenance and sales, between myself and Andrew we have amassed 21 years of knowledge. • Prime location. 14) Do you offer customers the facility to buy bicycles online? We advertise them online, but no one buys online. People usually will not spend that amount of money without trying the product out first and speaking to customer service staff. 15) How do you currently market your E-bikes? We run basic Facebook campaigns Local print media “D4 Living & Southside people”. •
•
16) Who would be your closest competitor? co mpetitor? Fitzcycles Fitzcycles - Stillorgan. Think bikes - Rathmines. Mycycle aka Hollingworth Bikes. •
•
•
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Appendix 2: Survey Monkey Questions 1. Which one of the following age demographic to fit into? 2. Are you male or female? 3. What method of transport tr ansport do you use to get to work? 4. What puts you off about cycling to work? Please indicate with 1-5, to which deters you from cycling. (Traffic, Time, Weather, Perspirat ion, Other – Other – please please specify) 5. If you had an E-Bike, E- Bike, what would you use it for predominantly? 6. Rank the most important purchasing factors for an E -Bike? 7. Would you prefer a foldable E-Bike or Non – Non – Foldable Foldable E-Bike?
Appendix 3: Comprehensive list of other competitors in south county Dublin. None of who, stock the Kenbay Product Line. Through extensive research of these these companies, it would seem that Donnybrook Bikes are the only retailers for this brand. 1. 2Wheels.ie Sandymount 2. Belfield Bike Shop 3. Bike Rack Cabinteely 4. Bike Shop Deansgrange 5. CI E-Bike 6. CCM Racing 7. Cycle Ops Ltd 8. Cycle Power 9. Cycle Superstore 10. Cycle Surgery 11. Daly (Joe) Cycles 12. Expert Cycles Rathfarnham 13. Delaney and Son Cycles 14. Dutch Bike Shop 15. Ferris Wheel Cycles 16. Fitzcycles.ie 17. Freeman’s Cycle Shop 18. Go Electric 19. Green Machines 20. Harry’s Bike Shop Clonskeagh 21. Giant Dublin 22. Hollingsworth Bikes Kilmacud 23. Hollingsworth Cycles Templeogue 24. IrishFit Ltd. 25. Kenbay Electric Bikes 26. Life In Motion 27. MacDonald Cycles Rathgar 28. Mad Elk Cycles 29. Mobile Bicycle Sales and Service 30. McQuaid Cycles Clondalkin 31. Mikes Bikes 32
32. OC Tuning 33. Rothar.ie Dun Laoghaire 34. Spokesman 35. Swim Cycle Run Ltd. 36. Stagg Cycles 37. Stillorgan Cycles Ltd 38. Wheelworx Fonthill 39. Wolfe Cycles 40. Velo Motion @ Base2Race
Appendix 4: D8 Designed Donnybrook Bikes Kenbay Flyer.
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34
