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Copy of Triumph Motorcycles Ltd

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by

Antonio Camargo

on 24 October 2014

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Transcript of Copy of Triumph Motorcycles Ltd

Triumph Motorcycles Ltd
Design a global marketing programme for Triumph, including a suggestion for the priority of the 4Ps

How should the marketing programme for the US market differ from your suggested marketing programme in question 1?

A member of Triumph's management team has proposed designing a special motorcycle for women. Do you think this is a good idea?
Marketing Project
Triumph's Global Marketing Programme
US Market Programme
John Bloor - Triumph rebirth

1960's - 50,000 (same as 2008)

Three-cylinder Folkclore
Triumph Motorcycles Ltd
Video
Promotion
Place
Product
A- United States of America
B- Europe, Canada, Australia and New Zealand
C- Japan, South Korea, Taiwan and Singapore
D- Brazil, Russia, India, China and S. Africa
D
B
B, C & D
C
Place
Promotion
Price
Female Market
Triumph Motorcycles Ltd: Rising from the ashes in the international motorcycle business
Traditional View
The Market
New Approach
Women traditionally marketed to based on household purchasing

Women were responsible for the private sphere of the home, housework and caring roles.

Men are responsible for doing paid work and supporting their family – bread winner model

Growing Segment, Women have always been members of AMA.

In 2005 over a million women rode their own motorcycles.

Mostly passengers before their purchased their
1st bike.

Potential for large growth.

Needs to be carefully segmented

Target women who have previously rode bikes or have been passengers

Target long distance or street use consumers.

Few women use their bikes to run errands.

Competition – Harley Davidson

Muniz and O’Guinn (2001) – brand communities
Harley Davidson– (Schouten and McAlexander 1995)

Average Household Income + 11%
UK - £39,000
Japan - £41,000

B & C
D
Upper Middle Class
£20,000
BBC, USA Census Bureau and CIA World Fact Book
Looks -
Does -
Wants -
Freedom
Promotion Cont.
Atributes
&
Personality
Classic
Transitional
Futuristic
Traditional
Victoria Jankovska
Mark Nelson
Carlos Dupim
Conclusion
Thank You!
Any Questions?
Price
Difference?
Place
Product
The Market
The customer:
Male
32.5 years old
Married
Attended college
Earns $50,000

Motorcycles purchased for recreation in addition to basic transport
Middle and Heavyweight;
Like a retro-styled bike - Bonneville

Triumph vs Harley-Davidson
$50,000
$100,000
Promotion
Legend and Myth
Standardized Marketing Mix
vs
Differentiated Marketing Mix

What about the other states?
Q1: Country clustering with a freedom message
Q2: The US marketing programme will not be as diversified as the global one.
Q3: Market is there for a female motorbike
Full transcript