(2017) Marketing Proposal - GIANT
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Taiwanese bicycle brand - Giant Marketing Proposal.
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(2017) Marketing Proposal - GIANT
- 1. GIANTRIDE BEYOND BOUNDARY RIDE YOUR OWN WAY
- 2. CONTENT Brand Analysis Offline Marketing Communication New Branding Strategy 01 02 03 04 Online Marketing Communication
- 4. Brand Mission • Create the ultimate cycling experience for all riders, all around the world. Giant’s Tech • Aluxx SLR: the ultimate concept of aluminum alloy car. • Light, excellent technological design About Giant Giant’s Profile • Founder: King Liu • Born in1981 • Located in 86 countries • Three sub-brands: Liv, Momentum, e+bike
- 5. SWOT Analysis • Strength • High brand awareness • Well-established production line • Strong technical research and development capabilities • Threat • The gradual prevalence of shared economy cause decline in the willingness of buying bicycles • City air quality is poor • Compete with foreign luxury brands • Opportunity • The demand for sports products is increasing because of health concept • Increased urban traffic congestion • Urban parking is not easy to find • Weakness • Dealers expand too fast, and it resulted in incomplete personnel training • High operating and labor costs • Brand positioning is not clear
- 6. STP Analysis Segment 1 Sex • Male • Female Life Cycle • Teenage • Middle Age • Retirees Income • Low • Medium • High User Type • Beginners • Veterans • Cyclists Original
- 7. 1 2 Sex • Male • Female Life Cycle • Teenage • Middle Age • Retirees Income • Low • Medium • High User Type • Beginners • Veterans • Cyclists Target Original STP Analysis
- 8. 1 2 3Positioning Original High Performance High Quality Medium Price STP Analysis Various Products Problem: 1. The brand association is weak 2. Little customer value 3. Their customer groups were set too wide
- 10. STP Analysis Segment 1 Personality • Outgoing • Steady • Easy Going • Open-minded • Cautious Life Style • Experiencers • Innovators • Achievers • Belivers • Strivers • Makers Revised Psychological Variables 2 3
- 11. STP Analysis 1 Personality • Aesthetic • Trust-worthy • Self-diciplined Life Style • Experiencers • Innovators • Achievers Revised Psychological Variables 2 3 Target
- 12. STP Analysis 1 Revised 2 3 Simple & High- class Insights: 1. Elite select. 2. Customization and Flexibility. 3. Communicate with customers to boost brand associations. Higher-Priced Psychological Variables High Quality Positioning
- 13. Brand Equity Perceived Quality CRM Brand Association • Improve Design • Global Elite Select • Service quality consistence • Flagship store • Customized service • Enhance Internal marketing • Focus On Touchpoints • City Aesthetics • Fashion • Elegance • Energy • Purpose-driven • global elite
- 14. Revised Mission Create a life style for city global elite: simple, fashion, elegant, healthy.
- 15. • Product： Simple, Fashion and High-Quality • Service： Turn the direct sales store into palace of Café • Image： Self-express, clean-cut look and eye- catching Revised Customer Value
- 16. New Value Proposition Provide a global elite sense of life and demonstrate your unique taste to the world.
- 17. Brand Pyramid Attachment Involvement Customer Loyalty Lifestyle Elegance Superiority Customization Unique Sharing Beyond Self Fashion Function Simplicity Design Adventure Enthusiasm Transcendence GIANT RIDE BEYOND BOUNDARY RIDE YOUR OWN WAY
- 19. Flagship Store • Minimalism • Geometric Design
- 20. Flagship Store • White Style • Spacious Corridor • Fluid Movement
- 21. Direct Branch • Bright Lighting • Cozy Atmosphere • Customized Service
- 22. Direct Branch • Coffee Service • Refreshment
- 23. • Vigorous Elites • Charismatic Advertisement
- 26. • Positive • Adventurous • Be Yourself ! Advertisement
- 28. • Lifestyle x Fashion • Personal Traits & Attitude City Runway 2018 Spring/Summer
- 29. City Runway 2018 Spring/Summer • Brand Awareness • Create Bike Trend & Enthusiasm
- 31. Website • Organized and Informative • Coordinated Color Palette • Symmetric Design G I A N T
- 32. GIANT
- 33. GIANT
- 34. GIANT
- 35. Smartphone APP APP Design: 1. Easy Navigation 2. Most important Functions
- 36. Functions
- 37. Bike Profile All Information in One-Click
- 38. Store Information • Increased Store Information • Store Management
- 39. THE END Members 蘇昱蓁 譚 玥 黃道楷 朱姿瑾 游宗霖 林宇哲 竺遵吾 劉子喻 Instructor 林俊昇 教授