Essay about Marketing Mix

Starting from a company of less than 75 workers and owning less than 20,000 SCU for production, research, quality assurance and conduct warranty work Off The Chain Bikes has doubled the plant capacity and hearing doubling the workforce within two short years. The company is successful by targeting and capturing lucrative market shares by heavily investing in the desired technical specs and design styles of one of the most influential Racing bikes. Our keen ability to thoroughly research market demands, predicting competitive strategies between the four market majority shareholders by reviewing and interpreting the marketing reports and our aggressive design and development plans have significantly increased our market share and increase shareholder value. Our core competencies and strategic goals will be realized by carefully following our established plans and aggressively price our bikes to increase total market share.

As a business, Harley-Davidson focused on three major business segments 1) motorcycles and related products; 2) transportation (both recreational and commercial); and 3) defense and other businesses. In order to continue its success as a motorcycle manufacturer, the

“It’s amazing how much technology has affected the modern age of motocross... Equipment is mounted everywhere on factory machines, and teams are able to chart exactly how a bike performs thanks to black boxes, GPS antennas, and an array of sensors.” -Restama. Technology is one of the numerous aspects that has helped supercross to grow continuously over the years. As well as giving riders another object to spend money on.

In 1998 BRP entered the ATV market. Although there success has not been straight to the top like it was for Ski-Doo and Sea-Doo, competing in a market that is primarily dominated by Japanese manufacturers, BRP has done a great job making their presence felt. Their ATV’s have several awards including ATV of the year just one year after entering the market (brp.com). BRP has also stepped into manufacturing side-by-side ATV’s because of the segments rapid growth rate. BRP started to use the Can-Am badge in 2006 and sales have growing ever since. BRP now offers forty-two ATV models and twenty side-by-side models but when it comes to year round fun the Can-Am Spyder cannot be left out of the picture. BRP’s answer to the on-road market came in 2007 with a wild Y-shaped, three wheeled road bike. When Bombardier created the snowmobile he created a new category of products, when BRP introduced the Spyder they did the same

|How the company will promote services/good to the target market. |Where the company will be located or products and services sold. |

Traditional marketing and Sport Marketing have similarities and differences. Being able to understand the similarities and differences would help someone comprehend both principles. Both principles share the Marketing Mix or 4P’s of marketing. The 4P’s are product (or service), place, price, and promotion. As defined by McCarthy and Perreault (1988), the marketing mix refers to the controllable variables the company puts together to satisfy a target group. I will explain the differences of the 4ps in traditional marketing and sports marketing.

In 1997, BMW introduced its own interpretation of a cruiser, which enjoyed a stunning commercial success. Touring bikes were larger motorcycles equipped for longer rides and greater comfort. Within this segment, the three largest players were BMW, Harley-Davidson, and Honda. Sport bikes had lighter frames, a more forward seated position, and emphasized speed, acceleration, and minimal comfort. This niche, which Ducati identified as its relevant market (see Exhibit 3), could be further disaggregated into four sub-segments: hyper-sport (extreme performance, closely derived from the racing world), super-sport (high performance, good handling and low weight), naked (good performance and urban riding) and sport touring (speed and handling, married with comfort for longer rides). Japanese companies dominated this niche, while European firms such as Ducati, BMW, and Triumph also vied for market share. Harley-Davidson entered the sport bike market by acquiring Buell Motorcycles in 1998. This segment was Ducati’s reference market.

The motorcycle industry offers products which can be viewed as luxuries or wants as opposed to necessities. Harley Davidson owns Buell motorcycle and Harley Davidson financial services. Harley-Davidson now holds 55 percent of the entire U.S. motorcycle market, and an even higher share in the U.S. heavy motorcycle market. This is the result of increasing investment in R&D. Harley Davidson now has over 6,000 employees. Harley-Davidson has benefited from a segment of the U.S. market which enjoys recreational riding. This isn’t

2. Identify all of the relevant brand elements (names, URL’s, logos, symbols, characters, spokespeople, slogans, jingles, packages, and signage).

when they order SuperBond, add an amount to get BAM) and cross-sale as trial package (buy SuperBond and BAM package get a package price and trial) to non-users. In addition to the that, the company can also focus their product to companies with assemble lines within SIC#75 Motor vehicle services and #76 Appliance repair because these two segments have the highest percentage of user establishments.

The article ‘The Concept of the Marketing mix’, published by Neil H. Borden in 1964 popularized the term of the marketing mix. He described the word marketing mix using the phrase quoted by James Culliton in 1940s in which he explained a marketing executive is a” mix of ingredients” whose sometimes follow a recipe as he goes along, sometimes adapt a recipe to the ingredients right away available, and at times experiments with or invents ingredients no one else has tried.(Cuillton J 1948)”.According to Borden those ingredients where the product, development, price, brand, supply channels, personal selling, promotion, pack, display, service, material handling, and fact analysis. Later E Jerome McCarthy classifies the above mentioned ingredients into four variables those are now recognized to be as the 4P’s of the marketing mix. Product, place, promotion, and price are considered as the 4P’s of the marketing mix. McCarthy considered the 4P’s as the most commonly used variables to set up a marketing approach and creating a marketing plan. The idea of the marketing mix is simple which can be easily understood by considering a cake and its components. There are

braaap is leading brand in pit bikes and it proud to be the only dirt bike which offers life time warranty. The dirt bikes of the company are made for adult segment of the market and this product is able to handle a beating. braaap bikes are designed, assembled tested in Australia by skilled, qualified and competent engineers. It has manufacturing partners in different countries such as, USA, Germany, UK and France.

As the company is planning to introduce large motors for the motorcycles with a different target market such as a touring class, the objectives of the company can be defined as the following. Penetrate in the touring class by offering them high quality large motorcycles at reasonable prices. Increase the market share of this new market by 5% every year in the next five years. Exceed the expectations of the existing customers by offering them an extensive range of superior quality middleweight products.

Understanding your consumer target markets will guide the development of your product, how you price your product in the marketplace,

The essay is based on case that is titled “marketing sports equipment”. Outlined within the essay are three target markets, the consumer sales promotion that should be offered for each, most effective and non-effective media platforms for the target market, and the recommended partners.