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Product and Brand Management: Group 5 - Sem IV

This document discusses Roadstar Bicycle Company Ltd., which manufactures and sells bicycles and cycling accessories in India. It summarizes the company's product range including kids, men's and women's bicycles, cycling helmets, and navigation devices. It then covers the company's target market segmentation focusing on families and avid riders in metro and tier 2/3 cities. Finally, it discusses the company's positioning, distribution channels, pricing strategies, brand mantra, elements, and potential brand ambassador.

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Ankit Vira
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96 views27 pages

Product and Brand Management: Group 5 - Sem IV

This document discusses Roadstar Bicycle Company Ltd., which manufactures and sells bicycles and cycling accessories in India. It summarizes the company's product range including kids, men's and women's bicycles, cycling helmets, and navigation devices. It then covers the company's target market segmentation focusing on families and avid riders in metro and tier 2/3 cities. Finally, it discusses the company's positioning, distribution channels, pricing strategies, brand mantra, elements, and potential brand ambassador.

Uploaded by

Ankit Vira
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Product and Brand Management

 Group 5 – Sem IV

 Anand Biswas - 103


 Pradnya Ghogale – 109
 Vivek Raja - 128
 Sujit Singh – 133
 Ankit Vira - 137
ARE WE FAMILIAR WITH THIS?
AN EASY SOLUTION
ROADSTAR BICYCLE COMPANY LTD.
Basic Need
• Riding a bicycle is healthy
• Fun and a low-impact form of exercise for all ages
• Protect you from serious diseases such as stroke,
heart attack, some cancers, depression, diabetes,
obesity and arthritis
• Good for strength and stamina
• Environment Friendly
PRODUCT RANGE

Kids Men Women Cycling Navigation


Bicycle Bicycle Bicycle helmet Device
KIDS BICYCLE
Features:
Eas i l y h a n d l i n g

S m o o t h r u n n i n g

St rong
supportive wheel
Comfortable
MEN BICYCLE
Features:
 St rong b o d y

 Easy moving

 H y draulic
b re a k
 Front & b a c k
light
 Gear s y s t e m
BICYCLE FOR GIRLS
F e a t u re s :
 E a s y ri de

 Light

 Gear

 Comfortable
CYCLING HELMET
Why our helmet?
 Safer

 E a s y port abl e

 S t ro n g e s t

 Well v e n t i l a t ed
NAVIGATOR
F e a t u re s :
 Navi gat i o n
service
 S p e e d om e t e r

 Solar c h a r g e r

 Anti-
harrasement key
 G P S facility
STP ANALYSIS

SEGMENTATION

TARGETING

POSITIONING
TARGET MARKET
The profile of the Roadstar bikes customer consists of the following
geographic, demographic, psychographic, and behavior factors:

• Geographic
• Our immediate geographic market is the Metro Cities area of India.
• However, we will include the Tier II, Tier III Cities at later stages after the
product’s performance in the cities.
DEMOGRAPHICS AND PSYCHOGRAPHICS
• Demographics
Our general target market is male and female age 6-65, but we have segmented our market into two smaller and
more identifiable groups:
• 1. Families with children that have an Monthly average income of Rs. 35,000/- or higher
• 2. The avid rider, male and female, age 21-44 with an Monthly average income of Rs. 45,000/- or higher
• Psychographics
• Health and fitness is a priority
• Enjoy being outdoors and staying physically active
• He or she reads one or more of the following magazines:
• Sports Illustrated, Mountain Biking Weekly, Biking for the Family, Serious Cycling
BEHAVIOURS
Regularly shop at sporting
goods stores

Enjoy reading the sports


section of the newspaper

Watch sports on TV and listen


to sports radio Works out at
local gym or health center
SEGMENTATION

The Indian bicycle market


comprises two segments:

“standards” and “specials”

Standards are the workhorses The specials or “fancy” segment


of the rural economy. These comprises new generation
cheap and rugged bicycles bicycles, which are more
have remained unchanged for expensive. Differentiation is
decades. the name of the game here.
POSITIONING
It is the only Bike Shop in Town who takes care of the Student
• Discount Programs
• Student Financing

By Providing
• Full Service Bike Shop with Expert Sales Staff
• Technologically Advanced Bicycle Offerings.
POINTS OF DIFFERENCE
High Tensile
Steel Body

Run Flat Hydraulic


Tyres Brakes

Mono
Jelly Seats
Suspension

Double
Alloys
POINTS OF PARITY

Availability
After Sales
in local retail
Service
stores

Easy Quality
availability product with
of spare reasonable
parts pricing
COMPETITOR ANALYSIS

With the Launch of the Roadstar Bicycle Co


• Aim of to be in the 5th Place in Next 6 Months
• With 6% in the market Share Charts
DISTRIBUTION CHANNELS
• Bicycle sales are accomplished in the country through five primary and
distinct channels of distribution — specialty bicycle retailers, mass
merchants, full-line sporting goods stores, outdoor specialty stores, and
"other," which is comprised of a mixture of retailers (including Internet
sales).
• We will also collaborate with e-commerce websites such as amazon & others
to get an online presence.
• Department, discount and chain toy stores (mass merchants) sell mostly
price-oriented products.
Establishment of Pricing
 Penetration Pricing
Price is set artificially low
To gain market share

 Economy Pricing
Margins are wafer thin
Target the high market and mass market share
Brand Mantra
Emotional Descriptive Brand
Modifier Modifier Functions

Fitness Athletic Experience


Brand
Ambassador
Brand Elements
Thank You

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