icon advertising marketing project
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TRANSCRIPT
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Icon Motosport and Women’s Gear Can they improve their brand image?
By Sara Baragona
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Agenda
• History of motorcycles• Background of Icon• Target Market• Survey Results• Market Appeal• Adverting Mechanisms• Developing Market Research• Conclusion
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Background
• First Motorcycle – 1885
Built and conceptualized by Gottleib Daimler
Constructed mostly of wood with a single-cylinder engine.
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Background
• Sportbikes vs Cruisers
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Background
• Street vs Track
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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
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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.
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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
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Common complaintsToo 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
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How to improve?Marketing appeal
Sex vs Emotional
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Advertising Appeal
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Advertising MechanismsAdvertising MechanismsMotorcycle magazines, health and fitness Motorcycle magazines, health and fitness magazines, and fashion magazinesmagazines, and fashion magazines
Radio commercials on popular rock and hip hop Radio commercials on popular rock and hip hop stationsstations
Stand alone displays in storeStand alone displays in store
NO TV commercialsNO TV commercials
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Consumer PromotionsConsumer Promotions
With purchase With purchase of new gear, of new gear, sportbike sportbike drawingdrawing
Mail-in RebatesMail-in Rebates
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Sponsorship
Currently Currently sponsors top sponsors top stunters (all stunters (all male)male)
To push their To push their female gear, female gear, should sponsor should sponsor a female a female stunterstunter
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Cause Related MarketingCause Related MarketingLarge amount of urban and young adults that ride sportbikes and Large amount of urban and young adults that ride sportbikes and buy Icon gearbuy Icon gear
““Keep Kids off the Street by Buying Street”Keep Kids off the Street by Buying Street”
% of Sales donated to underprivileged children% of Sales donated to underprivileged children
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Retail selling
• Train employees
• Offer Incentives
• Obtain prime shelf space
• Vendor support programs (cooperative advertising)
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Database warehouse
Consumers and Retailers
• Collect
• Track
• Evaluate
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ConclusionConclusion
Market Research!Market Research!
Sportier LineSportier Line
Emotional appeal rather Emotional appeal rather than sex appealthan sex appeal
= BRAND IMAGE = BRAND IMAGE IMPROVEDIMPROVED
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Questions?