1. Saran
Mahasupap
Course:
Integra2on
Marke2ng
Communica2on
University
of
California,
Berkeley
(Extension)

3. Background
• San
Francisco
original
Since
1989
• Founded
by
Rob
HoneycuJ
•
Messenger
bag
rugged
enough
for
bicycle
messengers
• Stylish
to
appeal
young,
hip
• Local
go
Global:
in
2002
outsourcing
manufacturers,
aim
to
global
market
• Revenue:
$1
M
• Manufacture
bases:
SF,
China
and
South
East
Asia

4. Customer
Group

5. Customer
Group
• Gender:
male
and
female
• Age:
20 ++
• Educa2on:
College
++
• Urbanites
• Bicycle
enthusiasts
• Hipster
• Young
Professional
• Prac2cal
daily
commuters

7. Aggrega2on
Approach

8. What
people
need
for
a
bag?

9.
Think
about

10. Design
your
own
bag
!!

12. Fit
to
individual
need
and
u2lity

13. Local
Celebra2on
!!
Naming
products
from
local
venues
• Dalva:
from
Dalva
on
16th
Street
•
Hemlock
from
the
Hemlock
Tavern
on
Polk
Street
• Dolores
Chiller
:
Dolores
Park

14. Program
Objec2ve
• Retain
and
Maintain
current
customers
• Retain
and
grow
sales
from
current
customers
• Get
new
customers

15. Making
brand
as
lifestyle

16. Customer
campaign
and
Incen2ve
• 5,000
BAGS
RECYCLED
• 1,100
Homeless
youth
&
young
adults
supported
• 50
Young
cyclists
mentored
• 12
San
Francisco
non-­‐profits
engaged

17. Tagging
along
with
Trend

18. Tagging
along
with
trend

19. Tagging
along
with
trend
Eco-­‐Friendly,
Yoga
and
Bicycle
trend
0
50
100
150
200
250
%
in
2000
%
in
2009
%
increase

20. The
growth
of
Spin
City
(Northwest)
City
%
in
2000
%
in
2009
%
increase
Portland
1.8
5.8
222
SeaJle
1.9
3
58
Anchorage
0.5
0.7
40
San
Francisco
2
3
50
Oakland
1.2
2.5
108
Source
:
hJp://www.theatlan2cci2es.com/commute/2011/09/substan2al-­‐increases-­‐bike-­‐ridership-­‐across-­‐na2on/161/

21. Best
City
for
Bicycle
In
November,
2001,
Bicycling
Magazine,
rated
the
best
ci2es
for
bicycling
in
North
America.
• Best
Overall
City:
Portland,
Oregon
• Ci2es
with
a
popula2on
between
200,000
and
500,000:
1.
Denver
2.
Madison
3.
Tucson
• Ci2es
with
a
popula2on
between
500,000
and
1
million:
1.
SeaJle
2.
Aus2n
3.
San
Francisco
• Ci2es
with
a
popula2on
of
1
million
or
more:
1.
Montreal
2.
Chicago
3.
San
Diego
• Honorable
men2ons:
Philadelphia,
Vancouver,
Toronto,
Minneapolis
Source:
www.bikeleague.org

22. Channels
and
Contact
point

23. Retail
shop

24. Social
Media
• Blog
• Facebook
• YouTube
• Instagram
• Online
shop

25. Content
/
Message
Brand
Message
• Build
Performance
• Differen2ate
from
other
compe2tors
• Strongly
get
involved
in
trend
• Play
with
lifestyle
and
urban
culture
Tool:
website,
social
media,
corporate
events
with
partners

26. Content/
Message
Brand
Incen2ve
Increase
sale
/usage
Tools:
website,
contest
in
social
media

27. Measurement
Measurement:
Three
Cs
• Customer
contribu2on
:
Increase
of
sale
• Customer
commitment:
brand
loyalty
• Customer
champion:
Ac2vi2es
hold
and
par2cipa2on
of
customer,
Increase
of
brand
recogni2on

28. Challenges:
Timbuk2:
Metaphor
of
your
lifestyle
!!
• How
to
expand
the
customer
group?
/
strengthening
loyalty
of
customers
Crea2ng
new
products
which
appeal
to
customers
in
different
demography
but
maintaining
the
uniqueness
authen2city
of
brand

29. Challenges:
Commu2ng
your
lifestyle
with
Timbuk2
•
Crea2ve
marke2ng
communica2ons
is
in
need.
•
Public
art
and
transporta2on
art
is
the
key
to
use
for
brand
communica2on
• Crea2ng
new
spaces
for
dissemina2ng
brand
in
different
market
How
to
get
more
recognized
in
domes2c
and
interna2onal
market?