Project Ulysses Practical and Research Project Ulysses Club Name: Student ID: Name of University: Author: Name
Added on 2020-04-07
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Running head: PRACTICAL & RESEARCH PROJECTPractical and Research ProjectUlysses ClubName of Student:Student ID:Name of University:Author’s Note
1PRACTICAL & RESEARCH PROJECTTable of ContentsTable of Contents.............................................................................................................................11.0 Introduction................................................................................................................................31.1 Background................................................................................................................................31.3 Research Rationale....................................................................................................................41.4 Research Aim:...........................................................................................................................71.5 Required Information:...............................................................................................................71.6 Research Objectives...................................................................................................................71.7 Research Questions:...................................................................................................................81.8 Summary....................................................................................................................................82.0 Literature Review......................................................................................................................92.1 Problem Background.................................................................................................................92.2 Concept of Branding................................................................................................................122.3 Major Components of Branding..............................................................................................132.4 Factors influencing the customer buying behaviour................................................................182.5 Impact of brand promotion of consumer behavior:.................................................................192.6 Objectives of Brand Promotion:..............................................................................................202.7 Consumer behavior and Brand Image:....................................................................................212.8 Impact of the Brand Promotion:..............................................................................................222.9 Gaps:........................................................................................................................................232.10 Summary:...............................................................................................................................233.0 Research Methodology............................................................................................................243.1 Research Paradigm..................................................................................................................24
2PRACTICAL & RESEARCH PROJECT3.2 Research Design:.....................................................................................................................253.3 Research Approach:.................................................................................................................253.4 Data Collection Process:..........................................................................................................263.5 Data Analysis...........................................................................................................................263.6 Summary..................................................................................................................................26Reference:......................................................................................................................................28
3PRACTICAL & RESEARCH PROJECT1.0 IntroductionBranding is one of the most fruitful strategies for spreading the product or serviceawareness among the customers. Previously, the brand was defined by recognizing the slogan,name, design, signs or symbols of the company. Moreover, branding was conceptualized as thefruitful techniques that differentiate the products or the services of the companies from theircompetitors. Currently, the branding process is quite complex due to the emerging competition inthe business world (Keller, Dekimpe & Geyskens, 2016). It is even necessary to develop theideas about the different types of the branding strategies that are useful for establishing the brandimage. This chapter of the study would concentrate on the brand positioning method for UlyssesClub to make the customers aware of the usefulness recreational factors for the middle agepeople. The club offers the motorcycle ride to the people belong to the age group of 40. Theusefulness of the recreational activities for the middle age people will be specified in this study.The chapter would also provide the rationale for discussing this research subject. The furtherresearch would include the relevant secondary information and the justified methodologies. 1.1 BackgroundThe Ulysses Club is situated in both Australia and New Zealand, formed for themotorcyclists over and above the age of forty. This club cropped up in Australia in December1983, in response to a letter from the present day redundant magazine of Bike Australia editor,Peter Thoeming (Morandin, Bagozzi & Bergami, 2013). The name ‘Ulysses Club’ was theproposal of Rob Hall, while Pat Lynch, Rob’s then girlfriend, initiated the motto of the club,“Grow Old Disgracefully”. Peter Thoeming sketched the “old man” logo that is being still usedas the emblem of the club. The club has made use of the original hand-sketched form of the logo
4PRACTICAL & RESEARCH PROJECTthat was made by Peter. The club’s introductory meeting was apprehended in Sydney onDecember 6th, 1983, when five people who were present in the meeting permitted of the draftconstitution and the Ulysses Club was duly created. This meeting gave birth to a draftconstitution along with the formation of the three primary purposes of the club:a. In providing ways where the old motorcyclists can get along together for camaraderie andshared support. b. In showing through example that motor cycling can be pleasurable and a practical movementfor the riders of all ages. c. In drawing attention of the private and public institutions to the requirements and opinions ofthe older riders. These unique purposes are being entrenched in the constitution of the club and have tilldate remained unaffected. This motor cycling club has been the biggest organization of its kindhaving 138 branches within Australia and existing globally in places like Italy, Germany,Austria, Vietnam and Norway. Furthermore, the partner of the member, who has conquered theage of forty, may also be divulged as a club member on prior application. Till a member achievesthe 50 age level, he or she is considered to be a junior member of the club, however having fullmembership rights along with privileges. 1.3 Research RationaleThis research would take into account the issue of declining membership of Ulysses Clubin Australia and the reasons on why the club is not being able to attract any new members. Theclub states it is under no pressure and is in competition with none to increase the members. The
5PRACTICAL & RESEARCH PROJECTclub has been able to recognize that a few more of the existing clubs have been able to offerdiversified experiences for the riders to select. The closer observation to the current scenariospecifies that the issues are emerging due to the insignificant brand promotions. The serviceusers requires having the adequate knowledge about the brand and the functionalities of theservices provided by the club. The recreational rides for the middle age people have numerousadvantages. However, if the specifications are not clear the service users, they tend to avoid suchservice. The best way of communicating is to put together a newsletter that would be letting thepeople know when the organization is planning its next rides, events and other meetings. Thewebsite of the bike clubs needs to be maintained in the best possible way as a mean ofcommunicating with others. According to Oeppen & Jamal (2014), the success of the motorcycleclubs is primarily based on attitude. In order to take the member in serious manner, especially theone at the top, he should prepare himself with a sneer instead of a smile on his face. It is theattitude and the demeanor that attracts others towards the motorcycle clubs where associatingwith one particular group might augment the social status.The lack of effective strategy forbranding is the major determinants that the club has been facing currently. It is essential for thecompany to adopt the suitable branding strategy to attract the target customers towards theservice or products (Biedenbach, 2017). It is also necessary to pay attention towards the majorissues that are creating the negative impacts on sales ratio. Accordingly, the relevant strategywould be selected. The following issues are the probable determinants for the decreasing level insales. A larger group of members of the club has in recent times expressed their concerns at theserious turn down in the membership of club over a period of three years. The recent officialfigures from the club management states that the use of the cycle has been falling as the
6PRACTICAL & RESEARCH PROJECTpercentage of the adults who ride at least once a month fell to 15 per cent the previous year. Thedecline of quite a larger section of the people was marked in Australia and New Zealand. Thebike riding clubs or organizations have been blaming the government for failing to offer amplefunding for the provision for bike riding transportation along with fears of safety on the part ofwould-be bikers. The membership of the club did manage to peak up in 2010, figures stating that28,000 members were at the helm, though it declined in the next few years with figuressuggesting the total under present circumstances is at 16,000 (Biezen, & Poguntke, (2014). With due regards to the Ulysses club, the decline in the membership has been for reasonslike the termination of the club Newsletter which has been one of the popular journal,predominantly enjoyed by many who have been the non-riding members. From the period from2010 to 2015, the club did manage to generate fifty newsletters. However, with few of theimportant members leaving the club scene, only five newsletters have been produced in the lasttwo years. Moreover, it was decided at the AGM that the generation of the Newsletter is notworth the exertion. Many of the club members on the sudden stop of the newsletters, which wasonce deemed popular, have ridiculed this fact. As suggested by some of the top members, onedoes not require articles, just the oddments and the one-off clipart that can easily be cut andpasted from the website of the club. In every three month’s time, a run list is being shaped and propelled through posts to allthe members of the club who are not having the broadband facilities. The only extra effort that isbeing required was in placing a piece of paper into the envelopes of the recipients. It took theclub officials a maximum time of two hours in producing and posting the club newsletter to theirmembers with the list of the run. At the time when the club was producing so many of thenewsletters during the period of 2012-2013, the club comprised of 85 members who did not have
7PRACTICAL & RESEARCH PROJECTthe email amenities. It is of no coincidence that following the annihilation of the Newsletter, inthe present scenario there is only less than half the figure of club members without facilities ofemail. Another potential factor that might have resulted in the decline of the club membership isthe decision in removing AUD $6 membership for the non-riders that was popular among manyof the non-riding members (Berry & Wilcox, 2015). This is yet another of those reasons for thosemembers who no longer are capable in riding with the club, not renewing their association withthe club. 1.4 Research Aim:The aim of the research is to establish the effective brand image strategies to develop theproper brand image of motorcycle rides of Ulysses club. The study also attempts to understandthe usefulness of the recreational activities for the middle aged people. 1.5 Required Information:The information that is being required for addressing the issues that Ulysses Club isfacing would require extensive analysis of both the primary and the secondary sources. Theprimary sources would be dealing with the members of the club through one-on-one interviewsand questionnaires containing questions that would be based on the issues and challenges theclub is facing. The secondary source of information would be gathered through club websitesand other related articles over the database. 1.6 Research ObjectivesThe following research objectives are needed to be taken into consideration.
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