brand positioning
DESCRIPTION
TRANSCRIPT
Brand
Positioning School work (AAU) Made by Sonny Sun
Current Situation
Mission: to focus on
finding new and better ways to
make an affordable “ride” for everyone.
Attributes: Reliable,
trustworthy, hard-working,
friendly
Huffy Bicycle children's bikes featuring the Disney and Nickelodeon characters
$ HUFFY
Huffy’s main customers
$ HUFFY
New Target
audience $
HUFFY
0
0.5
1
1.5
2
2.5
3
3.5
5 to 15 16 to 24 25 to 30 31 to 50 51 to 54 65 over
percent
THEY ARE THE SECOND LARGEST BICYCLING GROUP !
Percentage of Bicycling Trips by Age
American bicycle association 2010
Huffy has a big opportunity to reach them .
< 18, 19%
18-24, 11%
25-34, 16% 35-54, 41%
55-64, 9% 64+, 4%
who visit HUFFY.COM
Index: 128
www.quantcast.com
New target audience:
Parents
31 – 50 The second Largest bicycling group
35 – 54 The LARGEST Group that visits Huffy..com
Parents who are 35 to 50
years old.
86%
14% were aware of the Huffy brand were not aware of the Huffy brand
adults who were
purchasing an adult bike
86% of adults were aware of HUFFY when they made a purchase of bicycles.
research conducted by Huffy
86%
14% were aware of the Huffy brand were not aware of the Huffy brand
adults who were
purchasing an adult bike
purchased 9%
9% of them did purchase
research conducted by Huffy
86%
14% were aware of the Huffy brand were not aware of the Huffy brand
adults who were
purchasing an adult bike
What do they think of Huffy?
purchased 9%
9% of them did purchase
research conducted by Huffy
F o r C h i l d r e n
Fo r adu lts
Pa r e n ts Pa r e n ts
Many people of the target segment think:
research conducted by Huffy
Meet their needs
? What do
Parents want?
Meet their needs
They want to spend time with their family.
www.economist.com/blogs/democracyinamerica/2012/06/gender-‐norms
as human natural, parents want to spend time with their children! And they want their children to spend more time with them; they want to be close to their children. They want to play with their children.
Parents want to do outdoor activities with their children!
Competitors:
parents
edgier adventurous
professional
serious
Competitors:
parents
edgier adventurous
professional
serious
? Enhance family time
brand Positioning statement
huffy bicycles will help parents who are
from 35 to 50 to create and enhance
family time, when riding huffy bicycles with their children.
American people care about their families,
especially parents. But there is no bicycle brand that makes family friendly
bicycles for helping parents to create and enhance family time..
Objective: parents buy
huffy bikes for themselves.
Target audience: Parents Who Are 35 to 50 years old
Message: huffy bicycles
will help parents to create and
enhance family time with their
children.
website Mobile Social
Networking Blog
What do we need to do? We need to interact with our consumers in a
fun way showing that Huffy is the logical choice for the entire
family.
Creative brief:
media
How to make them believe ?
website
63% of consumers find a user-
friendly, attractive
website to be appealing for a
brand
www.marketingcharts.com
How to make them believe ?
website
63% of consumers find a user-
friendly, attractive
website to be appealing for a
brand
Main page less focused on
children’s bikes, but more family friendly designs. www.marketingcharts.com
How to make them believe ?
website
63% of consumers find a user-
friendly, attractive
website to be appealing for a
brand
Main page less focused on
children’s bikes, but more family’s friendly design.
Make it easier for customers
to communicate with Huffy via
website
Main page less focused on
children’s bikes, but more family friendly designs. www.marketingcharts.com
How to make them believe ?
website
63% of consumers find a user-
friendly, attractive
website to be appealing for a
brand
Make it easier for customers
to communicate with Huffy via
website
Add video (commercial ads) and use
family friendly visuals
Main page less focused on
children’s bikes, but more family friendly designs. www.marketingcharts.com
Mobile Social
Networking
How to make them believe ?
Mobile Social
Networking
How to make them believe ?
blog.nielsen.com
Mobile Social
Networking
How to make them believe ?
Twi?er
Share pictures and videos WITH families
riding bikes, INTERACTION BEWTEEN
COMPANY AND CONSUMER.
Mobile Social
Networking
How to make them believe ?
Twi?er FAMILY
FRIENDLY
Blog
marketingcharts.com
Blog
UPLOAD AND SHARE RELEVANT ARTICLES
AND PHOTOS. BE INTERACTIVE!
website
blog
Thank you
Mobile social networking