Icon Motosport and Women’s Gear Can they improve their brand image?

By Sara Baragona

Agenda

• History of motorcycles• Background of Icon• Target Market• Survey Results• Market Appeal• Adverting Mechanisms• Developing Market Research• Conclusion

Background

• First Motorcycle – 1885

Built and conceptualized by Gottleib Daimler

Constructed mostly of wood with a single-cylinder engine.

Background

• Sportbikes vs Cruisers

Background

• Street vs Track

Icon Motosports“From the streets – to the streets”

Started in 1998

Specializes in street gear only – no race gear

No huge decals, wanted to get away from “race-based” look – ie. Power Ranger

Distributes products to retailers – customer service

Icon’s Women’s Gear

Largest selection of female street gear

Yet are women happy with what Icon has to offer?

According to survey results, most women riders are unsatisfied.

Target Market

Convenience sample

(MD, DC, PA, VA, WV)

Generation Y and X

Between 24-30 yrs

Riding experience of less than a year to more than 8

years

Most had bought men’s gear at least once

Common complaintsToo much pink

Frills such as fringe and glitter

Lack of color selection (mens line offers dark blue, kawasaki green, orange, etc.)

Sizing is often inaccurate

How to improve?Marketing appeal

Sex vs Emotional

Advertising Appeal

Advertising MechanismsAdvertising MechanismsMotorcycle magazines, health and fitness Motorcycle magazines, health and fitness magazines, and fashion magazinesmagazines, and fashion magazines

Radio commercials on popular rock and hip hop Radio commercials on popular rock and hip hop stationsstations

Stand alone displays in storeStand alone displays in store

NO TV commercialsNO TV commercials

Consumer PromotionsConsumer Promotions

With purchase With purchase of new gear, of new gear, sportbike sportbike drawingdrawing

Mail-in RebatesMail-in Rebates

Sponsorship

Currently Currently sponsors top sponsors top stunters (all stunters (all male)male)

To push their To push their female gear, female gear, should sponsor should sponsor a female a female stunterstunter

Cause Related MarketingCause Related MarketingLarge amount of urban and young adults that ride sportbikes and Large amount of urban and young adults that ride sportbikes and buy Icon gearbuy Icon gear

““Keep Kids off the Street by Buying Street”Keep Kids off the Street by Buying Street”

% of Sales donated to underprivileged children% of Sales donated to underprivileged children

Retail selling

• Train employees

• Offer Incentives

• Obtain prime shelf space

• Vendor support programs (cooperative advertising)

Database warehouse

Consumers and Retailers

• Collect

• Track

• Evaluate

ConclusionConclusion

Market Research!Market Research!

Sportier LineSportier Line

Emotional appeal rather Emotional appeal rather than sex appealthan sex appeal

= BRAND IMAGE = BRAND IMAGE IMPROVEDIMPROVED

Questions?