Communication Strategy of Dahon Folding Bikes - Essay Example

Communication Strategy Dahon Folding Bikes INTRODUCTION Personal Mobility. This is Dahon’s philosophy. For 25 years now, it has worked on producing foldable bikes that fit the lifestyles of its target market, giving premium to giving its customers with the freedom to move around with their easy-to-carry bicycle units. It also puts emphasis on being able to contribute to a cleaner environment by producing transportation facilities that do not emit gas, and therefore, do not contribute to pollution.

25 years after it was first established, Dahon continues with its aim to penetrate its target market by creating innovations in their product lines. Dahon’s commitment is to develop new-patented technologies at 20 per year, and looks at improvement of its bikes by at least 15% every year. 1 It further renews its commitment of giving back to the community by supporting various projects that tackle environmental concerns and is even involved in other causes. Now, with Bicycle Industry’s continuous evolution, and the competition among the approximately 2,000 companies that manufacture and distribute bikes in the US and from the estimate of 100 different bicycle brands2, Dahon seeks to strengthen its communications strategy to fully achieve the potential of penetrating the target market.

It aims to reach more people by creating a good Communications Campaign that would mark its 25th year in the industry and to seal its position as the brand of choice. I. THE COMMUNICATIONS STRATEGY Dahon appeals to a wide range of market segments due to its utility value and market positioning. Its primary are the members of Generation 0, a young market group who gives high value to the benefits that a product gives them. To penetrate this market segment, it will capitalize on Dahon’s philosophy, which is Personal Mobility.

The phrase says it all. The products will give the target market with the independence to move around in the most convenient way possible. Main Marketing tools would be interesting leaflets and brochures that list down and define the various uses of Dahon Bikes. The company should spend an approximate of $ 200,000 for the production and design of sales materials. This is the primary priority of Dahon Bike Company. The second priority for Dahon bikes would be the Urban Hipsters, or those belonging to a young crowd who are conscious about their image, and projects an air of confidence and gives importance to how the society perceives them to be.

To attract this particular segment, the company should produce narrative TV ads that would display the effect of having a Dahon Bike to one’s image and lifestyle. To do this, a budget of approximately $ 500,000 to produce various TV advertisements shall be allocated. This amount is justifiable, since mainstream advertising greatly affects the judgment and decision-making of this group of individuals. This is also as important as creating collateral tools and need to be launched immediately.

Other market segments include as follows: Target 3 Suburban Commuter Target 4 Roberta the Traveler Target 5 The Environmentalist Objectives Promote the conveniences that Dahon bikes offer. Give particular emphasis on the usefulness of Dahon foldable bikes for travelers who are always on the go. Capitalize on the concept of Green Mobility Tools Informative sales materials such as leaflets and brochures. Demonstrations in road shows and exhibits. Informative sales materials such as leaflets and brochures.

Demonstrations in road shows and exhibits. Informative sales materials and forums that support environmental causes to reach target market. Budget($) Approximately $ 100,000 Approximately $ 100,000 Approximately $ 100,000 Timing Secondary Priority Secondary Priority Secondary Priority II. THE CREATIVE BRIEF FOR THE CAMPAIGN IDEA Dahon’s main communication tool should be aimed at promoting the concept of personal mobility, and consequently moving closer to personalize each product, meaning, creating an affiliation and connection between end users and the product.

Each brand should have its own personality, befitting those general market segments mentioned, and giving the impression that the bikes are part of their everyday lives, interacting with them and even sharing ideas and experiences with them. As such, Dahon’s assignment is to create a Marketing Campaign, with the concept of PERSONALIZED MOBILITY, spin off from the original company philosophy. From the series of ads, Dahon will begin to narrate how each bike is useful to the users, and how great it is to make the bikes a part of their lives – a tool to achieve their goals and ambitions, a partner for recreation, a companion in everyday traverses.

This concept would be relatively new to competitors, as for the longest time, manufacturers are putting premium only on the usefulness of the products and not exactly banking on relationships. There is no reason for the market not to feel an affiliation towards this campaign, specially for the bike fanatics, as the ads shall greatly appeal to emotions. It’s like winning in an Olympic race, with the field of real life as the main playground. ENDNOTES AND BIBLIOGRAPHY