Helios Handlebars Promotion PlanCompany Description
Helios is a new company that has developed high-tech bicycle handlebars. The handlebars incorporate several features that are very unique and differentiate them from others on the market. The Helios handlebars include an integrated headlight and rearward facing handlebar end-cap LED lights that act as turn-signals and safety lights. Additionally a built in GPS unit that communicates with the user’s cell phone provides turn by turn assistance when navigating to a destination. The GPS unit also provides tracking capabilities for the unit. This feature allows for the potential recovery of the unit from theft. These features, along with the reasonable price ($200), separate the Helios product from any other on the market. Helios is well positioned as a first mover in the integrated technology handlebar market and well positioned to expand the technology into other segments in the future.1 Target Market
The target markets for Helios handlebars are urban cyclists, bike messengers, fixed gear (‘fixie’) bike enthusiasts, amateur cyclists, safety conscious cyclists and technology gadget first movers. Fixies are a popular segment of the urban bicycle market. A typical fixie enthusiast takes immense pride in his/her bicycle and will spend time and money customizing it. The safety features and novelty of lighted handlebars will attract both safety conscious customers as well as those that are interested in the style component. The target demographic is mostly technically savvy males from ages 18-45 with individual incomes that exceed $30K. Geographically the target demographic will reside in urban areas but also includes amateur cyclists who may reside in suburban areas. The initial promotion plan will be focused on the San Francisco metro area. San Francisco has been selected due to its technology focused population as well as for its active fixie rider population. Promotion Plan Goals (Specific,...
References: Helios Bikes, Retrieved October 24th, 2013, http://www.ridehelios.com/
Yelp.com, Bicycle shops in San Francisco, Retrieved October 24th, 2013, http://www.yelp.com/search?find_desc=bicycle+shops&find_loc=San+Francisco%2C+CA
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