Jake Watkins
Unit 2 Developing a Marketing Campaign
Structure (4)
Aims and objectives (8)
STATE AN OVERALL AIM FOR THE BUSINESS – “To make The Bicycle Shop THE place to go
for folding bikes”
3 SMART OBJECTIVES ‘JUSTIFIED’
Achieve an increase of x% in the number of customers from group x by a given date
Achieve a specific level of/ increase in the level of demand for folding bikes by a given date
A specified number of visitors to the store per week/month
A specified number of bikes of a specific type sold per week/month
Market data (12)
Quantitative data relating to the market folding bikes
o e.g. the number of firms in the market (manufacturers and/or retailers), the value of sales
in a given period of time, the number of bikes/folding bikes purchased in a given period of
time, the relative market share of different firms, the number of consumers,
costs/charges/issues associated with services such as bike repairs, storage/parking, taking
onto trains/busses
o Prices of bikes on the secondary market e.g., eBay
Qualitative data relating to the market for folding bikes
o the names of the main brands of folding bikes, details of specific products/ accessories
offered e.g. Brompton M6L, Brompton Electric, Brompton Bike builder, Dawes Kingpin,
Dahon Briza, Dhaon Ciao
o Details of retailers offering Bikes – e.g. Evans Cycles, Halfords
o Details of customer perceptions of games, details of expert/popular opinions relating to
folding bikes, profiles of consumers in the market for bikes/ folding bikes (e.g. demographic
details, psychographic details), cultural factors relating to the use of these types of bike in
one or more markets
Market data relating to products in direct and/or indirect competition with folding bikes – e.g.
normal fixed frame bikes, ebikes, motorbikes, scooters, rollerblades, skateboards.
News/ current events relating to bikes/folding bikes
o Product recall by Brompton in September 2017
o Increasing sales of folding bikes to commuters
o Theft risk of folding bikes
o Growth of E-Bikes
, Jake Watkins
Unit 2 Developing a Marketing Campaign
o Brompton marketing chief interviewed in Marketing Week
o Brompton and Brexit
o London ‘Bike Jacking’
o Brompton Hire scheme
o Cycle Republic – changes in the bike market
o Developments in the folding bike market o Production of folding bike helmets
o Successful Kickstarter campaign for the Hummingbird folding bike
o 35 years of Dahon/launch of the Curl folding bike
o Halfords sponsoring channel 4 weather
o Halfords – impact of weak pound/ buying upmarket bike retailer 14
o Halfords is most searched for UK bike retailer
o Charity trade in bike scheme
o Halfords spending on media/brand positioning
o Halfords advertising account
Data relating to the general economic context of the case study business e.g. interest rates vs
train/bus prices, stagnant wage growth in the UK (incentives to find alternative means of
commuting)
Justification – SWOT AND PESTLE ANALYSIS (10)
Analysis might include some combination of:
Costs associated with different marketing campaigns E.g. Brompton Cycles, Dahon, Cycle Republic,
Halfords, Evans Cycles
Forms of media/ promotion used by
o Bike retailers
o Bike manufacturers
• Details of the demographic profile of different cyclist groups
o Sport cyclists o Mountain bikers
o Commuters o General leisure cyclists
• Cycling and commuting
o Impact of rising train fairs – e.g. more people opting to drive therefore might lead to fewer
people riding bikes
o Development of cycle schemes in cities – e.g. bike superhighway
Unit 2 Developing a Marketing Campaign
Structure (4)
Aims and objectives (8)
STATE AN OVERALL AIM FOR THE BUSINESS – “To make The Bicycle Shop THE place to go
for folding bikes”
3 SMART OBJECTIVES ‘JUSTIFIED’
Achieve an increase of x% in the number of customers from group x by a given date
Achieve a specific level of/ increase in the level of demand for folding bikes by a given date
A specified number of visitors to the store per week/month
A specified number of bikes of a specific type sold per week/month
Market data (12)
Quantitative data relating to the market folding bikes
o e.g. the number of firms in the market (manufacturers and/or retailers), the value of sales
in a given period of time, the number of bikes/folding bikes purchased in a given period of
time, the relative market share of different firms, the number of consumers,
costs/charges/issues associated with services such as bike repairs, storage/parking, taking
onto trains/busses
o Prices of bikes on the secondary market e.g., eBay
Qualitative data relating to the market for folding bikes
o the names of the main brands of folding bikes, details of specific products/ accessories
offered e.g. Brompton M6L, Brompton Electric, Brompton Bike builder, Dawes Kingpin,
Dahon Briza, Dhaon Ciao
o Details of retailers offering Bikes – e.g. Evans Cycles, Halfords
o Details of customer perceptions of games, details of expert/popular opinions relating to
folding bikes, profiles of consumers in the market for bikes/ folding bikes (e.g. demographic
details, psychographic details), cultural factors relating to the use of these types of bike in
one or more markets
Market data relating to products in direct and/or indirect competition with folding bikes – e.g.
normal fixed frame bikes, ebikes, motorbikes, scooters, rollerblades, skateboards.
News/ current events relating to bikes/folding bikes
o Product recall by Brompton in September 2017
o Increasing sales of folding bikes to commuters
o Theft risk of folding bikes
o Growth of E-Bikes
, Jake Watkins
Unit 2 Developing a Marketing Campaign
o Brompton marketing chief interviewed in Marketing Week
o Brompton and Brexit
o London ‘Bike Jacking’
o Brompton Hire scheme
o Cycle Republic – changes in the bike market
o Developments in the folding bike market o Production of folding bike helmets
o Successful Kickstarter campaign for the Hummingbird folding bike
o 35 years of Dahon/launch of the Curl folding bike
o Halfords sponsoring channel 4 weather
o Halfords – impact of weak pound/ buying upmarket bike retailer 14
o Halfords is most searched for UK bike retailer
o Charity trade in bike scheme
o Halfords spending on media/brand positioning
o Halfords advertising account
Data relating to the general economic context of the case study business e.g. interest rates vs
train/bus prices, stagnant wage growth in the UK (incentives to find alternative means of
commuting)
Justification – SWOT AND PESTLE ANALYSIS (10)
Analysis might include some combination of:
Costs associated with different marketing campaigns E.g. Brompton Cycles, Dahon, Cycle Republic,
Halfords, Evans Cycles
Forms of media/ promotion used by
o Bike retailers
o Bike manufacturers
• Details of the demographic profile of different cyclist groups
o Sport cyclists o Mountain bikers
o Commuters o General leisure cyclists
• Cycling and commuting
o Impact of rising train fairs – e.g. more people opting to drive therefore might lead to fewer
people riding bikes
o Development of cycle schemes in cities – e.g. bike superhighway
