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.

1. Repositioning Schwinn LFPR Consultants Presentation by: Liz Lord Peggy O’Neil Francy Chesser Rachel Dejno

2. Industry & Trends Schwinn’s growth and potential in a competitive environment Poor growth due to slow economy & possible recession Greatest growth potential Industry changes and concerns Obesity Environment Urbanization

3. Target Segment Primary: Mothers (women) 25-44 may be looking to stay active after pregnancy Want to be a healthy role model for children Benefit from multitasking Eco-minded Secondary: Children Tertiary: Young Professionals who are eco and health minded Young Professionals Children 6 -12 Mothers 25-44

4. Positioning Strategies Independent Bike Dealers are already strong producing 50% of sales dollars on 17% of units sold. The competitive landscape of high-end bicycles is crowded and includes products owned by Schwinn’s parent company There’s an opportunity to grow the category among Amateur bicyclists This could allow Schwinn to be a brandleader in mass merchant stores

5. Creative Direction 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.

6. The BIG Idea SCHWINNPRINT Lifestyle of leading through positive example Focus: Environment Family Physical Health Individuality

7. Creative Sample

8. Creative Sample

9. Creative Sample

10. Media Plan How does SchwinnPrint connect with the target?

11. Campaign Platform Ideas Drive target consumers to engage with brand online via contest Fitness challenge that optimizes your SchwinnPrint Fitness, conservation, and family goals tracked online Tracker shared via social networks: Facebook, MySpace Contest finalists posted to Schwinn website

12. In Summary We hope that you take our research and creative processes into consideration for Schwinn’s new launch. To view more case studies and research analysis please visit our website L.F.P.R Consultants www.lfprconsult.com