BIRDCYC

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3D PRINTED CARBON FIBER LUXURY BICYCLES: THE
NEXT STEPS
 PITCH OVERVIEW
Key insights from first eight quarters

Strategy and objectives

Positioning and competitive advantage

Customer analysis

Marketing mix implementation

Q2
NICHE STORES
MARKETING
(HART, 2023)people who like speed
bike or participate in
bike competition
‘Hummingbird’

people who like

climbing the
mountain using
the bike
‘Eagle’
Q3
PREMIUM PRICING ADS
(WALLSTREETMOJO,
2023) MARKETING
1,428 Fly like a bird

1,205 Bold as an Eagle

=Local media &

internet marketing
Q4
INFORMATIVE
Opportunities Problems
ADVERTISING
• exclu siv e on the • th e customers’
mark et demand in terest on (CARDONA, 2023)
abo ut Speed adv ertising is l ow
segment relativ ely
Q5

13% decline
Q5
MULTI- CHANNEL EXPANSION
BRANDING STRATEGY
New b rand ‘Swan’ for recreation bike
(TIRU, 2020) (DU DESK, 2021)

Nantes

Swan
Q6
Opportunities Problems

• Rap id gr owth of Swan

• Brand judgement on all b rand s is n ot in h ig h

level

g rowth po ssib ility and potential brand value

Q6
REBATE
STRATEGY

Hu mmin gb ird Eagle Swan

50$ Rebate
Q7
Problems Opportunities

• Decrease o f market share by 7%

High rates of Ad judg ement o n all b rand s

Q7
INTEGRATED MARKETING COMMUNICATION
PROGRAM
Social
(PECÁNEK, 2022) Networking
B log&
Local medi a
Newsle tte r

Micro
blogging M a g a z in e

Vide o sharing
Web page

S EM
Q8
Problems Opportunities

• Brand judgement on M ountain segment is not in high

level Increase of Mountain b rand ju dg emen t
through R&D investment do ne in Q6

EAGLE BRAND
• insufficiency o f sales force compared to stores
REDESIGN
Q8

Sa le s contests
Training programs
4,00 0->8,000
15,000->30,000
 Overarching Strategy: Defensive

Keep improving current products Maintain current brand loyalty

Positon Defence
Uncomprimising on luxury
Focus on customer retention

Refraining from actively targetting

other segments
 Alternative Strategies
• Flanking Defence: Targetting niche and untapped markets
• Pre-emptive strike: Entering new markets before competitors
• Counter Offensive: Aggressive reactions to competitors actions
• Mobile Defence: Flexible approach which allows for rapid adaption to conditions
• Contraction Defence: Strategic retreat from segments
 SMART Objectives

Specific : Retain existing customers by continuing

to innovate products and provide best-in-class
customer service
Measurable : Spend on R&D, protect market share
through customer relationship building
Attainable : Due to the nature of the strategy
chosen, it is totally achievable to maintain/defend
our current position
Realistic : These goals directly relate to the big-
picture strategy of position defence
Timely: Instantaneous strategy which requires
ongoing committment to innovation and a lack of
complacency
 Positioning a nd Compe titive Adva ntage
Diff er en tiation emphasises the quality and
craftsman ship o f the products and justifies a
p remiu m pr ice point based on these
characteristics (Wolinsky, 1983)

Tak es ad vantag e of consumers willing to pay

hig her p ricing fo r goods they perceive to be
p rov id in g “sp ecific benefits that are lacking in
comp eting pro ducts” (Oghojafor Ben
Ak po yomare, 2012).

“ To enthu siastic cyclists seeking elite

per for man ce, BirdCycle is the epitome of
sup erio rity, offering the thrill of speed and
adv en tu re, cou pled with unmatched quality,
leadersh ip and competitiveness, setting us
apart in the market”
 Positioning and Competitve Advantage

Identify target segments that enable a firm to

influence or develop competitive advantage in its
markets (Brooksbank, 1994).

“ Tho ug htfu l p ositioning” allows marketers to

create high -class brands and products (Ajay Kumar,
2020),

Co mpetitiv e ad vantages include occupying the

majo rity of market share (64% for mountain,
1 00 % f or sp eed), granting us access to the
Greater market co verag e increased o ur mar ket
majo rity of revenue and profit (Bhattacharya,
share, and magnified ou r p resen ce in relevant
2 021) in both segments
markets (Muk esh Srivastav a, 20 13 ).

The adv ancemen t of marketing strategies, brand This will involve imp lementin g variou s “b arrier s
loy alty and br an d popularity are synonymous with to imitation” (Bharad waj, 19 93 ) su ch as develop in g
adv er tisin g su ccess (Danial Shahrabi Farahani, customer relationships thr ou gh effective marketin g
2020). and innovation ( Graham Ho oley, 2 00 1) .
 CUSTOMER ANALYSIS: SEGMENTATION
BEHAVIOURAL PSYCHOGR APHIC

• Readiness to buy = high

• Interest: elite equipment, cycling, health and fitness
• Benefit sought: self-actualisation (TCA, 2015)
through desire for ‘status’ (Porter, 1991).

GEOGR APHIC DEMOGRAPHIC

• Highly developed regions - affluent
• Western
• North America and Europe
⚬ New York, Portland, Amsterdam, Nantes
• Age: 30-45 years (older millennials- younger
Gen X)
• High income earners - tertiary educated
• Male (Sustrans, 2013; Baumgartner, et al.,
2020).
CUSTOMER PERSONA

(Knowledge at Wharton, 2011; Deshpandé, n.d.; Thomas, 2007).

MARKETING MIX IMPLEMENTATION
 4 ‘P’S’

PLACEMENT PRODUCT
• Maintain
• Maintain current 3: speed, mountain,
• 4 European/North American
recreation
stores
• Secure leadership through gradual and
consistent R&D - $2m

PRICE PROMOTION

• Maintain:
• Paid loyalty program
⚬ High
• Brand ambassador
⚬ +Rebate
THREE TIERED LOYALTY PROGRAM
($1m) • Birthday gift

GOLD • Early access to new

launches/testing
new micro-
developments

SILVER • Access to private

exclusive events

(Williams, 2021)

BRONZE
 BRAND AMBASSADOR
- VIDEO AD CAMPAIGN
• Jonas
Vingegaard
• Most recent
Tour de France
winner
• ~$800k salary
⚬ we’ll pay
$1m
BIRDCYC
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