Brand positioning
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Huffy aims to target parents aged 35-50 by positioning itself as a brand that helps families spend quality time together. Currently, Huffy is seen as focused on children's bikes. To appeal to parents, Huffy will showcase family-friendly bike designs on its website and emphasize how biking with Huffy can enhance family bonding. Huffy will also use social media, blogs, and mobile to interact with customers and share family photos and videos, establishing Huffy as the go-to brand for the whole family. The goal is for parents to see Huffy as a way to create meaningful experiences with their children.
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Brand positioning
- 1. Brand Positioning School work (AAU) Made by Sonny Sun
- 2. Current Situation Mission: to focus on 鍖nding new and better ways to make an affordable ride for everyone. Attributes: Reliable, trustworthy, hard-working, friendly
- 3. Huffy Bicycle children's bikes featuring the Disney and Nickelodeon characters 油
- 5. $ HUFFY
- 7. 0 油 0.5 油 1 油 1.5 油 2 油 2.5 油 3 油 3.5 油 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
- 8. 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
- 9. 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.
- 10. 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
- 11. 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
- 12. 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
- 13. F o r C h i l d r e n Fo r a d u lts Pa r e n ts Pa r e n ts Many people of the target segment think: research conducted by Huffy
- 14. Meet their needs ? What do Parents want?
- 15. Meet their needs They want to spend time with their family. www.economist.com/blogs/democracyinamerica/2012/06/gender-足norms 油
- 16. 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.
- 17. Parents want to do outdoor activities with their children!
- 18. Competitors: 油 油 parents edgier 油 油 油 adventurous professional serious
- 19. Competitors: 油 油 parents edgier 油 油 油 adventurous professional serious ? Enhance family time
- 20. 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.
- 21. 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. 油 website Mobile Social Networking Blog 油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:
- 22. media
- 23. How to make them believe ? website 63% of consumers 鍖nd a user- friendly, attractive website to be appealing for a brand www.marketingcharts.com
- 24. How to make them believe ? website 63% of consumers 鍖nd a user- friendly, attractive website to be appealing for a brand Main page less focused on childrens bikes, but more family friendly designs. www.marketingcharts.com
- 25. How to make them believe ? website 63% of consumers 鍖nd a user- friendly, attractive website to be appealing for a brand Main page less focused on childrens bikes, but more familys friendly design. Make it easier for customers to communicate with Huffy via website Main page less focused on childrens bikes, but more family friendly designs. www.marketingcharts.com
- 26. How to make them believe ? website 63% of consumers 鍖nd 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 childrens bikes, but more family friendly designs. www.marketingcharts.com
- 27. Mobile Social Networking How to make them believe ?
- 28. Mobile Social Networking How to make them believe ? blog.nielsen.com
- 29. Mobile Social Networking How to make them believe ? Facebook 油 Twi?er 油 Share pictures and videos WITH families riding bikes, INTERACTION BEWTEEN COMPANY AND CONSUMER.
- 30. Mobile Social Networking How to make them believe ? Twi?er 油 FAMILY FRIENDLY Facebook 油
- 32. Blog UPLOAD AND SHARE RELEVANT ARTICLES AND PHOTOS. BE INTERACTIVE!