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This was our pitch for Business Advertising Class to launch an electric bike built by Suzuki
Citation preview
JEFF K. JESSE HG. ERIC N.
The Partners
Jeff Kennie– Creative Director/Art Director
Jesse Hornstein-Goldberg– Copywriter/Account Manager
Eric Neal– Intern
The Partners
Jeff Kennie– Creative Director/Art Director
Jesse Hornstein-Goldberg– Copywriter/Account Manager
Eric Neal– Art Director/Media Planner
How we’re different
An advertising agency is only as strong as the ideas that come out of it. Pulse breathes life into new campaigns. We bring the strengths out of a product through new and exciting mediums.
Our projects gain momentum as they move ever forward.
Commission Standard
We believe firmly in our campaigns at Pulse, we know they will bring home the cheddar. We only charge if certain measurements are hit through the campaign.
20% turnover from “introduction to motorcycles” market to our product: approximately 20,000.An average of 6,000 people at the 4 events. $5,000,000.00 in sales.
Positioning Map
Product Overview
• Fully electric sport bike• Retro-tech styling• Top speed 100mph+• 300 miles per charge• First hub-less rim bike available from manufacturer• Fully customizable fairings and decals
SWOT Analysis
Strengths• Environmentally friendly• Younger markets gravitate towards sport bikes for their first
buy• Loud engines can be seen as “too much bike” for beginners• Suzuki known for performance
Weaknesses• Less powerful than gas powered• Eco-friendly bike diminishes “rebellion”
SWOT Analysis
Opportunities• Current electric bikes haven’t had much promotional
success• Stepping away from the green selling point• Non-traditional riders have not been targeted
Threats• Possibility of being grouped with scooters (a toy)
Positioning Map
Key Competitors
Brammo• Current leader in distance and speed for electric bikes• Only manufacture electric bikes• Bikes and batteries made from 100% recycled materials• Pricing starts at 9,995
Zero• Recently entered into the scene (2007)• Less mileage per charge, much quicker recharge• Lots of media coverage• Pricing starts at 9,995
Target Market
Bill Daniels
24-32 years old
$40,000-60,000
Urban
Target Market
Artistic and not a suit.
Free-spirited
Social and outdoorsy
Against the mainstream, believes in uniqueness
Market
The Suzuki Remix campaign will start in California.
Seasonally advantageous.
Trendsetting state
Very environmentally conscious
Start Date
We recommend starting the campaign in May, 2011.
Competition already has a leg up.
Advantageous to start earliest possible.
Competitive Advantage
• Unique styling• Technological leader
Problem
• Electric bikes don’t have a good reputation.
• Other sport bikes offer the same advantages, the same looks etc…
The Big Idea
The new Suzuki electric bike is the bike that fits your individuality.
Overview
• Grand promotion is a trip for six street artists to travel to the MECCA of urban art in New York
• Ads urge target to submit art to be finalists at parties• Parties in 3 major Californian cities hold finalist graffiti
competition• Art is voted on and winners are chosen via microsite• Winners tour through 11 cities from LA to MECCA• Journey is documented with personal video blogs and
documentary team• Traditional advertising follows MECCA event
Identity
The Mecca
Guerrilla
Guerrilla
Event
• Winners will tour across 11 cities from LA to NY• To tag the historical MECCA• Product to be available to consumers after event• Traditional advertising begins
Budget
Budget
Budget
Budget
Budget
Critical Path
Thank You