Andrew Coco, Oliver Cregg, Anthony Disarufino, Viridiana Hernandez

Group 7

5/6/14 2PM

OVERVIEW

• Owner/founder Philip McCaleb

• Founded in 2002

• Hottest US brand in scooter industry

• Buddy created in 2006

• Vintage style

• Modern specs

• MSRP $2,799

Low Involvement Consumer

• [Redacted]

• [Redacted]

• Young, intelligent, price-sensitive

• Purchased Summer 2011

Low Involvement cont.

• Genuine Scooter vs. Vespa

• Boring but reliable vs. expensive trendy

• Price and reliability most important

• Surprisingly fun

High Involvement

• [Redacted]

• Owned Buddy since 2008

• Over 30,000 miles

• Fitted with aftermarket parts

• Price sensitive, maintenance

free

High Involvement cont.

• Genuine vs. Yamaha Vino

• Exciting, fun vs. boring, clunky

• Price, ease of use, reliability

important

• Seeks freeway use

Current Marketing: Print

• Focus on vintage style

• No features

• No Buddy ads

• Where’s the adventure?

• Unsure of target demographic

Current Marketing: Online

Recommended Marketing Print

Buddy ads!

Features + Benefits

Adventure, fun, love

Online

YouTube channel

#MyGenuineScooter on Instagram

Continue interactivity

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