Bicycling has become increasingly recognized as a transportation solution helping to improve various environmental, economical and societal aspects. A variety of bicycle designs and set-ups for utility are used to help carry personal belongings, groceries, children and much more. One particular utility bicycle is the folding bicycle. The presentation depicts the marketing plan of these "fold-able" bikes- Flexo bikes

1. Marketing Plan – Metro
Bikes
GROUP NO. 5
DHEERAJ RA JAWAT
KANIKA CHANDNA
PRANJUL GUPTA

2. Executive summary
Flexo bikes are bicycles designed to allows users to easily
transport the bike using less space when the bike is “folded” in
to a compact size
Premiere manufacturer of folding bikes in India
The versatility of a folding bike is also appropriate even for air
travel
The objective is to export 50,000-1,00,000 bikes to USA
annually

3. Situation analysis
1) Market summary: Flexo Bikes will leverage the information of US market and target
customers to better understand who is served, their specific needs about quality and other
features of the bikes like color, mileage, seating etc.
2) Market needs:
• Quality
• Selection
• Accessibility
• Customer service
• Competitive pricing

4. Situation analysis cont.…
3) Market analysis:
•It was found that 21% of the respondents used bicycles,
after bus, walking and cars
•The 85 % of respondents (people who rode conventional
bikes) that currently take their bike on the train would
consider using a folding bike instead
4) Competitors:
•Japanese manufacturers
•European manufacturers

5. SWOT analysis
Strength
• Reduce parking demand
• Reduce transportation costs and encourage sustainable transportation
• Easy to maintain and reliable
• Sales and services are convenient
weakness
• Preferable for places with low traffic
• Safety factor is low
• Not very durable

6. SWOT analysis cont...
opportunities
• Enormous potential to operate in the global market
• Scope of innovation is high
threats
• Fluctuating demands due to economic factors
• Growing competition

7. Marketing strategy
1) Objectives:
•Increase repeat customers by 4% per quarter
•Create general awareness of Flexo Bikes within the industry
•Increase the catalog of products by 15% a year by skillfully communicating to the distributors the
success of this business model
2) Target markets:
•Existing transit riders who use full-size, conventional bicycles to connect to transit
•Existing single occupant drivers
•Existing transit Park-and-Riders who may give up their parking space in favor of a folding bike

8. Marketing strategy
3) Positioning:
•Flexo Bikes will position themselves as the premier bike, they would establish stores in all key
markets in the US
•By offering value-added services which provide people with better, Flexo Bikes is developing
value that creates a steady flow of customers
4) strategies:
•To position themselves as the premier source for bike and bike component deals within the U.S.
•Create customer awareness regarding the products offered
•Develop the customer base, and finally work toward building customer loyalty and repeat
business

9. Marketing mix
Flexo Bikes marketing mix is comprised of the following approaches to pricing, distribution,
advertising and promotion, and customer service
•Pricing: Profit margin, the forecasted period that the product will be inventory, and the
availability of the product to the target markets
•Distribution: All products distributed from Flexo Bikes warehouse to any shop in the U.S.
•Advertising and Promotion: Multi-pronged advertising campaign to generate visibility
•Customer Service: Emphasis on customer training to achieve profits

10. Marketing research
The primary goal of the survey was to determine people’s willingness to
1) Use Flexo Bikes product and
2) Their keenness about the brand
It was also found:
Portability is the most important attribute of a folding bike when used in conjunction with transit
Important that bikes are available for purchase from local vendors to ensure a high level of
service and support

11. Financials
Objectives:
A growth rate for the first two years.
An increase of the profit margin by 5% a year

12. Risks and contingencies
•Offer trial periods.
•Other companies as option.
Companies may not want to partner with our company
•Focus on international sales
Stagnant US demand for folding bike category
•Clause in our license agreement that will prohibit competition for military contract
Trek tries to earn military contracts
•Change promotional strategy to highlight differentiating quality and performance factors
Flexo bikes is perceived as another folding bike

13. Thank you