7. 0
0.5
1
1.5
2
2.5
3
3.5
5 to 15
16 to 24
25 to 30
31 to 50
51 to 54
65 over
percent
THEY ARE THE SECOND LARGEST BICYCLING GROUP !
Percentage of Bicycling Trips by Age
American bicycle association 2010
8. Huffy has a big opportunity to reach them .
< 18, 19%
18-24,
11%
25-34, 16%
35-54, 41%
55-64, 9%
64+, 4%
who visit
HUFFY.COM
Index:
128
www.quantcast.com
9. New target audience:
Parents
31 – 50
The second
Largest bicycling
group
35 – 54
The LARGEST
Group that visits
Huffy..com
Parents
who are
35 to 50
years old.
10. 86%
14%were aware of
the Huffy
brand
were not
aware of the
Huffy brand
adults who
were
purchasing
an adult bike
86% of adults were aware of HUFFY
when they made a purchase of bicycles.
research conducted by Huffy
11. 86%
14%were aware of
the Huffy
brand
were not
aware of the
Huffy brand
adults who
were
purchasing
an adult bike
purchased
9%
9% of them did purchase
research conducted by Huffy
12. 86%
14%were aware of
the Huffy
brand
were not
aware of the
Huffy brand
adults who
were
purchasing
an adult bike
What do they
think of
Huffy?
purchased
9%
9% of them did purchase
research conducted by Huffy
13. F o r
C h i l d r e n
Fo r
a d u lts
Pa r e n ts Pa r e n ts
Many people of the target segment think:
research conducted by Huffy
15. Meet their needs
They want to spend
time with their family.
www.economist.com/blogs/democracyinamerica/2012/06/gender-‐norms
16. as human natural, parents want to spend time with their children! And
they want their children to spend more time with them; they want to be
close to their children. They want to play with their children.
21. American people care
about their families,
especially parents. But
there is no bicycle brand
that makes family friendly
bicycles for helping
parents to create and
enhance family time..
Objective:
parents buy
huffy bikes for
themselves.
Target
audience:
Parents
Who Are 35
to 50
years old
Message:
huffy bicycles
will help
parents to
create and
enhance family
time with their
children.
website
Mobile
Social
Networking
Blog
What do we need
to do? We need to
interact with our
consumers in a
fun way showing
that Huffy is the
logical choice
for the entire
family.
Creative brief:
23. How to make them believe ?
website
63% of
consumers
find a user-
friendly,
attractive
website to be
appealing for a
brand
www.marketingcharts.com
24. How to make them believe ?
website
63% of
consumers
find a user-
friendly,
attractive
website to be
appealing for a
brand
Main page less
focused on
children’s bikes,
but more family
friendly designs. www.marketingcharts.com
25. How to make them believe ?
website
63% of
consumers
find a user-
friendly,
attractive
website to be
appealing for a
brand
Main page less
focused on
children’s bikes,
but more family’s
friendly design.
Make it easier
for customers
to
communicate
with Huffy via
website
Main page less
focused on
children’s bikes,
but more family
friendly designs. www.marketingcharts.com
26. How to make them believe ?
website
63% of
consumers
find a user-
friendly,
attractive
website to be
appealing for a
brand
Make it easier
for customers
to
communicate
with Huffy via
website
Add video
(commercial
ads) and use
family friendly
visuals
Main page less
focused on
children’s bikes,
but more family
friendly designs. www.marketingcharts.com
29. Mobile
Social
Networking
How to make them believe ?
Facebook
Twi?er
Share pictures and
videos WITH families
riding bikes,
INTERACTION BEWTEEN
COMPANY AND
CONSUMER.
