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

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