Market Segmentation and Positioning of E-Bikes: A Brand Analysis

This report provides an in-depth analysis of the market segmentation and positioning strategies employed by two leading e-bike brands, Big Cat Cruiser and Power Ped. The report begins with an introduction to e-bikes and their growing popularity, highlighting their use of electric motors and rechargeable batteries. It then delves into the specifics of each brand, examining their market segmentation, targeting, and positioning approaches. For Big Cat Cruiser, the analysis focuses on its USA-based brand identity, its targeting of beach lovers, and its positioning as a leading e-bike brand. The report also explores Big Cat's market segmentation strategies, including its focus on product quality and dealer networks. Similarly, the report provides a detailed overview of Power Ped, an Australian brand, analyzing its market segmentation, which includes a focus on simplicity, reliability, and functionality. The report also explores its targeting strategies and its positioning as a 'must-have' brand in the market. Finally, the report offers a comparison between the two brands, highlighting their similarities and differences in terms of manufacturing location, target market, and overall marketing strategies. The report concludes by emphasizing the growing importance of e-bikes in modern society and their diverse product offerings.

RUNNING HEAD: Market segmentation and positioning
Market segmentation and positioning
E-bike and its market

E-Bike and its market 1
Executive Summary
E-Bike has been in the recent trends and used widely by every individual today. It is widely used
by customers who loves to ride or who enjoys going for a trip with friends and have fun. There
are huge number of brands of E-Bike which are preferred by the customers and are widely
purchased. The two major brands are Power Ped and Big Cat.
These two brands offers a huge range of product to their potential customers and serves in
maintaining the healthy relationship with them. The three basic marketing components has been
used i.e. segmentation, targeting and positioning. These factors plays a major role in targeting the
audience and achieving the desired objective and goals set by the company.

E-Bike and its market 2
Contents
Introduction.................................................................................................................................................3
Big Cat Cruiser.............................................................................................................................................3
Market segmenting.................................................................................................................................3
Market Targeting.....................................................................................................................................3
Market Positioning..................................................................................................................................4
Power Ped...................................................................................................................................................4
Market Segmenting.................................................................................................................................4
Market Targeting.....................................................................................................................................5
Market Positioning..................................................................................................................................5
Compare and contrast between the two brands of E-bike..........................................................................6
Conclusion...................................................................................................................................................6
References...................................................................................................................................................7

E-Bike and its market 3
Introduction
An electronic bicycle is a bicycle with an electric motor used for propulsion. Today, huge
number of e-bikes are available across the world. The motor integrated in the bicycle helps the
rider’s pedal power and work as a moped style function. Rechargeable batteries are used by the
e-bikes and lighter varieties can travel from 25 to 32km/hr. Again the lighter varieties depends
on the laws of the country where they are sold because every countries have separate laws
(Chuang, 2012). The two E-bikes that are commonly used are Big Cat Cruiser and Power ped.
Big Cat Cruiser (Marketing Segmentation, Targeting and Positioning)
Big Cat Cruiser is the bicycle used by the beach lovers. It is an USA brand which aims at
focusing on the design that helps you to sit up straight and comfortable instead of bending over
the handles. It offers the visibility of vibrant colors during the night time and the LCD light
inserted in the bicycle helps to show the life of the battery and the total distance travelled.
Market segmenting
Big Cat was launched in USA with an aim of getting the happy experience. It was further
expanded across the territory of the USA which has highly contributed to the next upcoming
generation of the transportation. Big Cat offers high quality products and have amazing business
partners involved in it. Moreover, it has also many potential dealers across the world who have
highly invested the marketing of the brand. Vincent Gebbia is the founder and Ceo of the brand
who is delighted to share that they are soon expanding their family (Big cat, 2017). Many
prospective dealers along with the owners of bike businesses are invited to visit the
Bigcatusa.com and learn more about the bike and several dealership opportunities as well. They
also focus on expanding their offerings with a huge product line of e-bikes. The reviews from the
rider sand experts plays a very major role in attracting the potential dealers and motivating them
to in involve more (Voltaire cycles, 2018).
Market Targeting
Since, it is a USA brand, it has already captured the market of USA. But now, it has started
targeting customers from other many countries like Mexico, Switzerland, Argentina and china.
The bikes provided by this brand are modified according to the demand of the customers and the
major modification are seen in the handle bars, wheels and fenders. This gives a new model to

E-Bike and its market 4
the e-bike and also attracts huge number of customers. They keep on updating their models time
to time and launch new models as per the customers’ preferences. Their main aim is to see their
customers enjoying and loving their ride for longer distances and climb uphill without sweat, so
they target customers loves to go for long drives and also enjoy beaches. Their models are
specially designed for beach lovers. It has also targeted retailers who offers the bike on the road
to the customers. When a company start selling their products through picked retailers then it can
target large segments of market and reach them in a more convenient way. Moreover it will also
encourage retailers to perform well and reach the targeted customers. All the information related
from product to brand are collected by the retailers and further explained to their customers as
well (Ebike, 2014).
Market Positioning
The Big Cat has positioned itself in the market by its name only. It has ranked itself as one of the
big leading brand in the e-bike industry where it serves across the world. It basically offers two
major opportunities like Little Cat packages and Big Cat packages. The Little cat packages has 8
e-bikes and Big Cat packages has 20 e-bikes. Today, every customers loves to have a ride on the
Big Cat and enjoy their experiences (EBR, 2018). The major competitors of this brand are
Biomega, Aerobic Cruiser and Biruni e-bikes. The star rating of this brand by its potential
customers is 4.1 out of 5 which shows that the customers are happy with the experiences and
loves to ride this particular brand because it ton of fun to their riders. They have also positioned
in rural areas where there is a scarcity of electricity (Big cat, 2018).
Power Ped (Marketing Segmentation, Targeting and Positioning)
Power ped is an electric bicycle which is an Australian Brand and offer a wide range of bikes in
the Australian market since 14years. Power ped is the company that aims at providing and
supplying Australia's largest electric bicycle fleet to Australia Post, the POWER-PED Electric
Mail Bike.
Market Segmenting
Since it is an Australian brand, it majorly serves the Australian market but also available in other
countries like America, China and many more. The brand has diversified its product lines and
offers a compact and light weight folding structure which are best suitable for the customers to
ride. They ensures in designing their own models according to the needs of the customers and

E-Bike and its market 5
focuses on simplicity, reliability and functionality aspects. They have segmented their
availability of the products across the world and enabled themselves to gain atop ranked position
in the US market too (Burns, 2015).
Market Targeting
Power Ped aims at targeting its potential customers by offering huge number of advantages to its
customers and providing them ton of fun. The brand Power Ped aims at putting the people at the
first priority and other factors in the second. They majorly focuses on increasing the number of
happy customers. Power ped does not only work for high tech gadgets or launching fancy bicycle
component but it aims at the person who is riding it. Manufacturing great bikes is just a start but
a company truly stands for potential and happy customers. It basically target men and women of
every ages and also aims at targeting the person who are simple and loves simple bikes. It serves
huge categories of the bikes to the customers with a wide variety of price range based on the
models and design and features (UKEssay, 2015).
Market Positioning
Power Ped is positioned in the market as a “Must have” bike across the globe. It aims at being
quite appealing in the target market because it is not only functional but also fun loving
characteristics involved in it. “Made in Australia” has already represented itself in the market
ensuring the high quality product with a reasonable price and a small investment. It also provided
online digital platform to the customers where customers can search according to their needs and
buy them. This digital platform enables users to interact with the brand by getting the required
information on the website only (Power ped, 2018). There are several events that power ped
takes part in which helps to create visibility and gives an opportunity to the customers to
physically interact with the with the products. They can get the detailed information of every
models with their salient features involved in it. The major issue involved in this brand is moving
to new market. There are many policies and regulations that are to be followed when planned to
move to another country. Customers’ preferences differs from country to country and it is not
possible to fulfill the demand of every customers with the single product. These [products must
be modified and updated according to the demand of the customers (Samrin, 2014).

E-Bike and its market 6
Compare and contrast between the two brands of E-bike.
Power Ped and Big Cat are electric bike which are designed and manufactured with the view to
satisfy the needs of the customers who love to ride and go for a long journey. They both offers
huge range of products to the customers based on customers demand. The brand also aims at
maintaining a strong customer relationship with their potential customers and putting their
customers on the first place as well. The company also ensures that the customers are happy
using their products and gives a genuine feedback so that it will be further reviewed by the
experts and dealers and create an opportunity for the partners to make an investment.
The major difference between the two bikes are the place they are manufactured. One is an
Australian brand while other is US brand. Power ped bicycle is manufactured in Australia and
Big Cat is manufactured in USA. They both brand focuses on different segments i.e. Big Cat
focuses on the beach lovers and those who loves to ride uphill and have fun while Power ped
focuses on targeting those customers who are more realistic and simple. They modify their
models and update according to the needs of the customers.
Conclusion
Thus, it can be concluded that today e-bike plays a major role in the lives of customers and has
become “must have” trend in the common society. They offers varieties of product line and
serves the customers widely. They also aims at offering the product by customizing them and
making the customers more attracted. Online digital platforms are provided that create an
easiness for the customers to buy the bikes and get all the detailed information on the website
only. Furthermore, they can also provide online feedback about their experiences (Iannuzzi,
2014).

E-Bike and its market 7
References
Big Cat, (2017), Big Cat Electric Bikes Customer Review, viewed on 2nd February, 2018.
Available on: https://www.bigcatbikes.com/blogs/news/big-cat-electric-bike-customer-review
Big Cat, (2018), about us, viewed on 2nd February, 2018. Available on:
https://www.bigcatbikes.com/pages/about-us
Burns. N, (2015), E-Bike Marketing, viewed on 2nd February, 2018. Available on:
https://www.slideshare.net/NickBurns3/ebike-marketing
Chuang, H. S., Chang, S. B., Cheng, M. Y., Lin, W. B., Chou, J. H., & Li, C. Y. (2012). Force-
sensorless power assist control design for electric bicycles. Advanced Science Letters,
8(1), 661-665.
Ebike central, (2014), about us, viewed on 2nd February, 2018. Available on:
http://www.ebikecentral.com.au/webcontent1.htm
EBR, (2018), Big Cat reviews, viewed on 2nd February, 2018. Available on:
https://electricbikereview.com/brand/big-cat/
Iannuzzi, D., & D'Ostilio, R. (2014, September). Inductive charging station for Ebike Clever
Mobility: A research project. In AEIT Annual Conference-From Research to Industry:
The Need for a More Effective Technology Transfer (AEIT), 2014 (pp. 1-4). IEEE.
Power ped, (2018), about us, viewed on 2nd February, 2018. Available on: http://power-ped.com/

E-Bike and its market 8
Samrin, (2014), Marketing Strategy for Free Electricity Bicycle, viewed on 2nd February, 2018.
Available on: https://www.scribd.com/document/295730695/Marketing-Strategy-for-
Free-Electricity-Bicycle
UKEssay, (2015), Assessment of Market Potential for Electric Scooters Marketing Essay,
viewed on 2nd February, 2018. Available on:
https://www.ukessays.com/essays/marketing/assessment-of-market-potential-for-electric-
scooters-marketing-essay.php
Voltaire cycles, (2018), about the product, viewed on 2nd February, 2018. Available on:
https://www.voltairecyclesdenvillenj.com/products/big-cat-long-beach-cruiser-350w-e-
bike

E-Bike and its market 9