Analysis

I. Situation Analysis
a. Industry Analysis
i. Schwinn Motor Scooters – sporty and stylish, four stroke engine, gas powered motor scooters
ii. Growth stage
iii. Transportation, eco friendly
b. Additional Information
i. Target market - 25-35 urban dweller, eco conscious
II. Market Segment – concentrated marketing, urban uptown, midtown
III. Geographic- large City dwellers
IV. Demographic – Caucasian, African American, male and female, age 25-35, college graduate, middle class, $80,000 income
V. Psychographic –ambitious, friendly, focused, eco-conscious, achiever, active lifestyle, apartment living, maybe condo
VI. Product would be advertised as eco-friendly and compact for city parking. The promotion would be mostly in auto and lifestyle magazines and through buzz marketing. Product would be available in most states but would only be available at a few dealerships in each state to remain exclusive yet attainable.
VII. Competitive Analysis
a. Competitors – Vespa, KYMCO USA, Honda Scooters, TNG Motor Scooters
b. Scooters in racing industry, established, leading scooter sales, brand recognition, internationally known, positive press
c. Competitors are well known but do not have the advantage of having a well-know bicycle that can easily relate to their motor scooters.
VIII. Advertising Objectives
a. Our goal is to create awareness of an eco-friendly alternative to cars.
b. Schwinn bicycles are known internationally but not the motor scooters, the motor scooter just started in 2005.
c. Creative Strategy – Schwinn motor scooter will provide an eco-friendly alternative for transportation and are from an established and trusted bicycle company.
d. Positioning strategy – an eco-friendly motor scooter that is reliable, stylish and competitive with Vespa scooter.
e. Rational Appeal
f. Execution – website, billboards, magazine ads
g. High involvement feeling
IX. Promotion Mix
a. Interactive/internet marketing – creative, eye catching, easy to use, informative, website (25% of sales budget)
b. Direct marketing – through the Internet, can sign up for more info and updates on website (5%)
c. Advertising – magazines, billboards, television (30%)
d. Direct marketing- trade magazines and sporting events (20%)
e. Publicity/public relations – sporting events, charity events (10%)
f. Personal sales – sales at dealerships (10%)

1st Objective

Schwinn, a well respected and long standing producer of bikes, has recently added motorized scooters to their product line. Although Schwinn is already a well-established and respected company, they are primarily known for making quality manual bikes. Motor scooters may become a more popular form of transportation during these times of high gas prices; however, Vespa is currently the dominant brand in the field. For our project we plan to do an advertising campaign for Schwinn motor scooters to make them a more recognizable brand.