* executive summary
The Braaap motocross brand has been established by Breadly Smith. In 2008 Smith launched the first braaap store, a retail outlet intended to be “the motocross equivalent of a surf shop ”. Braaap has since expanded to four retail outlets across Tasmania and Victoria, with a franchise model to enable further expansion throughout Australia, and the rest of the world. In 2010 braaap signed a deal with NASCAR driver Marcos Ambrose to launch into the United States in 2011. * characteristic
As a result braaap stores not only sell mini bikes but offer a variety of street apparel, DVDs, equipment and motocross paraphernalia. Each store also has a club and provides access to coaching and in-store bike mechanics. The applied franchise model enable the replication of braaap’s retail store format throughout Australia and eventually the rest of the world. (currently they have three retail stores.) The small growing company emphasize their loyalty to the costumers. * analysing
the promotional methods
* Braaap Club
braaap has established two permanent club facilities with plans to establish more. The aim is to provide a safe and fun riding environment for the entire family. Flat tracks are available for beginner riders while intermediate motocross tracks are provided for riders who wish to build skill and confidence.
* Illegal riding
Prompted by an increase in illegal bike riding, Smith assisted various stakeholders in organising a venue for Superlite riders to practice and compete.
* Adrenalin Plan
during 2010 to divide the cost of purchasing a motorcycle into affordable weekly payments. Mostly known for its redundant $3 a day marketing campaign, Adrenalin Plan has proven a tremendous success and propelled braaap’s year on year growth. During 2011 Adrenalin Plan partnered with a private equity company and re-launched in 2012 under new branding. The relaunch included a fully automated system, new...
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