Analysis and Development of a Marketing Campaign for UK Bicycles

This report provides a comprehensive analysis of the marketing landscape within the UK's folding bicycle market. It identifies key competitors such as Brompton, Dahon, and Tern, assesses the market size and structure, and defines the target audience, including young individuals, millennials, and health-conscious consumers. The report also examines current market trends, such as the increasing use of social media marketing and the growing emphasis on health and fitness. Furthermore, it considers external influences like government initiatives promoting cycling and the impact of e-commerce. A detailed marketing campaign is proposed, outlining costs, timelines, media channels (radio, television, print, and website), and key messages. The marketing mix is discussed, focusing on product features, pricing strategies, placement options, and promotional activities like roadshows and online booking. The report concludes by emphasizing the importance of marketing in promoting folding bicycles and leveraging digital tools to reach target audiences.

Developing Marketing
Campaign

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Competitors in UK Bicycle market.............................................................................................3
Market size, share and structure of folding bicycle in UK..........................................................3
Target market...............................................................................................................................4
Trends..........................................................................................................................................4
External influence........................................................................................................................4
Marketing Campaign...................................................................................................................5
TIMELINE......................................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................1

INTRODUCTION
The present report outlines the marketing campaign adopted by various players in the UK's
folding bicycle industry. Also, the current and future market has been analysed in terms of
competitors, market size, market share and the structure of the market (Patel and Rokad, 2018).
The report also mentions the various target audience that can be approached by the bicycle shop
owners to increase their sales. Then certain trends in bicycle market along with changing trends
of the target audience has been analysed here.
MAIN BODY
Competitors in UK Bicycle market
The folding bicycle market segment is a very small market having a share of just 4%
approximately of the overall market for bicycle in UK. Brompton bicycle Ltd. is currently
leading the market of folding bicycles. It has around 45K produced bicycles per year and out of
this maximum portion has been exported to European countries and other countries of rest of the
world. It has a threat emerging out of its rivalry like Dahon and Tern who are not actually UK
based but have entered UK's folding bicycle market with their low cost strategy. A recent player
of the UK folding bicycle market is the Hummingbird, a competitor of Brompton, who has
entered the market in 2017 itself.
Market size, share and structure of folding bicycle in UK
From many years, the market of folding bicycle is growing and experiencing demand upsurge
due to its unique feature of folding. This type of bicycle provide mobility and convenience
travelling as compared to traditional bicycles. The market worth of the folding bicycle market is
around 15-20 million. The market size of global folding bicycle is around 600 million where the
major player of the global market is from UK itself like Brompton, Dahon and Hummingbird.
Due to developed path in economy like UK has also open up the way and opportunities for
folding bicycles (Newson and Sloman, 2019). Also, factors like environmental, health and fitness
consciousness has promoted the market for folding bicycles in the years to come. In UK, in order
to reduce the environmental pollution Government is also playing a promoting role by
encouraging population in adopting these bicycles. Some corporations have given a tag to such
type of bicycles like ''Bike to Work'' which are opening new ways for folding bicycle market in
the upcoming years. The participants are utilising e-commerce techniques to enhance their sales.

Target market
Target market refers to the customers or audience whose need a product or service will satisfy.
The customers for whom the product or services that is going to be introduced in the market are
known as target market. The companies must define its target market before entering into market.
The company failing to define its target audience can't survive in the market because they
actually don't to whom they are offering their products or services. In the case of folding bicycle
the companies can target young individuals who are able to carry such modern concept of bicycle
(Bhuyan and et.al., 2018). Also, the millennials who can afford the high value of such bicycles
can be targetted as these bicycles are quite expensive as compare to traditional concept in bicycle
industry. Many companies in UK are encouraging its employees to use and also providing them
travelling facilities through these bicycles which nothing but a profitable avenue for folding
bicycle company. They can include employees of these companies in their target segment.
Fitness and health conscious young and old individuals are also formed part of the target
audience. Fancy and new generation individuals are another profitable segment to whom
company can approach with its modern concept of bicycle industry.
Trends
As UK in the world has good share of market in folding bicycle market there are opportunities
for shop owners selling these bicycles. Also, there seems an increasing trends as forecasted that
there are positive signs for future growth of such type of bicycles. Due to the increasing trends of
social media marketing, generally companies in this segment are utilising this media to promote
and advertise its unique featured bicycles. Young generation are more attracted towards those
products and services that are marketed through social media and social networking sites. As
they required limited space and gain attention along with providing fun to the riders these are
generally in trend in young and new generation (ALVAREZ, 2020). Nowadays there is a trend
among people of maintaining good health and proper fitness which have open up new avenues in
bicycle industries and this has increases demand for folding bicycles.
External influence
External influence is denoted that the influence or the factor impact over operations are
based on the external scale of operations. These are the elements that are outside the scale of
operations of organisation but influence externally in the organisation. Many external influences

are denoted in different name like political, economic, social, technological, environment and
legal factors impact over the business operation of the entity. All these elements influence
externally over the functions and operations of the business organisation. External influence the
overall business operation of organisation. All these factors and elements that influence the
overall operations of the organisation.
Marketing Campaign
Costs incurred in marketing campaign
Personal selling costs 1500
Digital and website 10000
Advertising 15000
Printing and mailing 5000
Business logo 2000
Trade show 9000
Total amount 42500
Timescale
The time period for the research can be taken as 12 months.
Media used
The media used in marketing campaign can be Radio as it features ads several times in between
the programs and has a wide audience. Other form of advertisement having a wider reach is
Television. People of all age groups watch it. Other form of media is print which includes
newspapers and pamphlets. Pamphlets can be made innovative, colorful and attractive. Lastly, it
can be done on personal website.
Message communicated
The message has to be precise, clear and targeted at the segmented customer. The message can
have a slogan which can appeal to people. It should be about the distinguished feature of the
bicycle which can be folded and kept inside house as safety measure, is portable and easy to

carry and is also stylish. Young people will find it fascinating. The bike is easy to assemble and
ready for use at rough paths too.
Marketing Mix
Product
The product being promoted is bicycle for various age groups of people who would like to have
a ride even when they are away from home. They can assemble it easily and go biking as per
wish.
Price
The price is kept reasonable for the pocket. It has to be above the range of normal bike but at
affordable cost. This policy can achieve market penetration for the company as it would have an
extra added feature to it and people would not mind giving a few extra bucks for convenience
(Grayson and et.al.,2019).
Place
The place for the product is the business shop. It can be made to look as a showroom of these
bikes. Bikes of various designs and colours can be displayed which will attract attention of
people as they visit the store. More franchisee can be given as the brand becomes famous.
Promotion
The promotional techniques firstly can be road shows where a demonstration by marketing
executives can be given. Its posters can be placed at sports stores which goes alike. Print and
electronic forms of advertisement will surely grab attention. Also, online booking can be made
available on the business website (Karl and et.al.,2018).
Appropriateness of the campaign
The campaign objectives are to be clearly defined of how to project the product, whom to
project, how bookings can be made, whether any suggestions or feedback be incorporated to
make the product famous and as a public brand.

TIMELINE
Activities 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Research
topic
selection
Developi
ng brief
research
proposal
Drafting
research
aim and
objectives
Developi
ng brief
thesis by
doing LR
CONCLUSION
Marketing is denoted as promoting the products offer by organisation. Tools like digital
marketing, social media marketing and other such techniques can be used to promote the
products offer by organisation. Tools like email, social media accounts and other such tools can
be used to promote and convey the idea of campaigning in organisation.

REFERENCES
Books and journals
ALVAREZ, R. A. A., 2020. Folding bicycle with folding handlebar, wheels and frame,
comprising an integrated structure providing a minimum folded configuration. U.S.
Patent Application 16/766,733.
Bhuyan, M., and et.al., 2018. A Typical Approach to Design and Analysis of Foldable
Bicycle. IUP Journal of Mechanical Engineering, 11(1).
Newson, C. and Sloman, L., 2019. The Case for a UK Incentive for E-bikes. London: Bicycle
Association.
Patel, K. M. and Rokad, V., 2018. Design and Optimization of Multipurpose Bicycle s
Frame. International Journal on Recent Technologies in Mechanical and Electrical
Engineering, 5(5), pp.10-12.
Grayson, A. and et.al.,2019. Formative research identifying message strategies for a campus
bicycle safety campaign using self-determination theory and the social norms
approach. Accident Analysis & Prevention. 133. p.105295.
Karl, F.M. and et.al.,2018. Applying the health action process approach to bicycle helmet use and
evaluating a social marketing campaign. Injury prevention. 24(4). pp.288-295.
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