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Bakfiets

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by

Susanne Muenzer

on 27 June 2016

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Transcript of Bakfiets

New law aims at reducing CO2 emissions
Sustainability and eco-friendly activities are a trend
ecological
Government subvention for bicycle industry
Government formulated an energy strategy to reduce fuel
Legal & Political
Changing demographics in Germany
Car is the most popular mean of transportation
Electro mobility is very popular
Better technology for e-bikes
Social Media is a cheap way to communicate with buyers
Technological
Economic situation in Germany is good
Fuel prices are rising
DNL Mobiel
Company operates between Netherlands and Germany
Started in 2012 as a subsidiary of DNL Contact GMBH & Co. KG
Selling, leasing and repairing of BABBOE cargo-bikes within Germany
Cargo-bikes
different types of bikes and e-bikes
BAKFIETS
YOUNG & FUN CARGO-BIKES
Big
Curve
City
Transporter
PESTLe
(BMVBS, 2013a)
(BMVBS, 2013b)
(RTL, 2012)
(BMU, 2013a)
(McCabe, 2009)
(DHZ, 2013)
(DHZ, 2013)
(BMU, 2013b)
(BMVBS, 2013b)
Product Life Cycle
(Vashisht, 2005)
Raising
awareness
Market
Size

80% of Germans own a bike
Münster & Osnabrück
500k inhabitants
Münster is known as "City of bikes"

Problems:
Bikes are a seasonal product
Most people already own a regular bike
Positioning
low-service
high-service
fun/young
stuffy / old-fashioned
Babboe
De Fietsfabriek
Bakfiets.nl
Competitors
Christiania Bikes
Similar product range
Sell through bike shops
De Fietsfabriek
Competitive
Advantage
Online Dealer
Bakfiets.nl
Johnny Loco
trioBike
Babboe Cargobikes
}
}
Similar product range
Distribution through an online shop
Intensity and rivalry between competitors
few dealers in Germany
rivalry in the Netherlands quite high
large bike dealer right next to DNL Mobiel
Threat of new entrants
Bargaining power of suppliers
easy to enter
online distribution
little initial capital needed
big Dutch competitors with economics of scale
Medium
High
dependent on Babboe
territory protection
transmitter of German clients
special conditions
for more independence contract with other suppliers
prices are fixed
online distributions enables comparison
many substitutes available
consumer are price sensitive
Bargaining power of buyers
Medium
All vehicles that can be used for transportation
are possible substitutes
bike trailers, small cars, public transportation
Threat of substitutes
High
Porter's Five Forces
(Porter, 2008)
trioBikes
Christiania
Johnny Loco
DNL-Mobiel
Employees
Location
Steinfurt
Turnover
50 cargo-bikes
(DNL Mobiel, 2013)
Target
Segment
Couples, soon to be parents or parents
Age: 19-35
LOHAS-segment
BMU: User
Media
Consumption
Media use in Germany
Use of social media platforms in Germany
Marketing Communication
Goal
"Sales increase by 100% in one years time,
through increasing awareness
among the target segment"
Considering Internal Constraints:

Limited financial resources
Missing expertise
Lack of human resources
Branding
Implement the corporate image
throughout all used media channels
and establish
DNL-Mobiel
as a brand
Create social media websites
Redesign website
Develop a corporate image
Colours, logo, values, ...
Renaming?
Implement a loyalty scheme
CSR through local charity event
Film-contest for local university
Targeting
Create product awareness for
young couples, soon to be parents and
young families as main target groups
Distribute sign-up list
Distribute flyer
Advertisement in cinemas
Kids movies / Love stories
Promote via social media
Participate at the carnival
Create a database for direct marketing
Gynecology office, midwifery, kindergarten,
maternity clothing stores, toy & baby stores,
family parks and health food stores
News
Activities
Create a story
Live updates eg.: Contest
PUSH
P
U
L
L
Positioning
Position
DNL-Mobiel
as
a young and fun full-service company
in the cargo-bike market
Advertising via social media
Gather customer feedback
Flyer and poster
Personal in-Store selling
via Social Media and the website
Action
Plan

Content
Introduction of the company
Context analysis
External environment
Competitor analysis
Positioning
Target group
Marketing Communication Plan
Action Plan
Thank you
for riding along

Only German dealer specialising solely on cargo-bike sales
Pre- and after-sales-service
Store facilities
© chicokluub
©stijnwens
© patricia023
© BABBOE
© BABBOE
© BABBOE
© BABBOE
© Premier Legal Documents
Economic
© Financial Planning Services
(Frey, 2013)
(Buttonwood, 2013)
(Buttonwood, 2013)
Social
© IBM
© Meetpah
(Benady, 2013)
© Prezi
(BMVBS, 2013a)
(Janßen et al., 2010)
Survey results:
(Bakfiets.nl, 2013; Christiania, 2013; De Fietsfabriek, 2013; DNL-Mobiel, 2013)
© Brown
© cyclestyle
© ipolly
(VPRT, 2012)
(Peck, 2012)
© harmvdb
©marinne
©wikimedia
©anxie
©marinne
©wikimedia
©anxie
©marinne
©wikimedia
©anxie
©LiftUpToday
©123RF
Picture References
© stijnwens http://instagram.com/p/aDktLRPYkL/#
© patricia023 http://instagram.com/p/bRjartP53-/#
© BABBOE http://www.babboecargobike.com/products/the-babboe-big-cargobike/
© BABBOE http://www.babboe.co.uk/Promotions/Springoffer2012
© BABBOE http://www.babboecargobike.com/products/the-babboe-city-cargobike/
© BABBOE http://www.babboe.com.au/products-3/babboe-transporter/
© Premier Legal Documents http://www.premierlegaldocs.com/
© Financial Planning Services http://www.bonellofinancial.com/?page_id=493
© IBM http://socialmediabusinessinsights.blogspot.co.uk/2011/05/social-business-is-your-company-ready_11.html
© Meetpah http://www.meetpah.co/deaf-technology/
© Brown http://blog.marketculture.com/2012/09/11/the-only-2-sources-of-competitive-advantage/
© cyclestyle http://instagram.com/p/hrUpdZxCLk/#
© ipolly http://instagram.com/p/MzaaQ/#
© Chicokluub http://instagram.com/p/bqf9NkRoQ6/#
© marinne http://www.leadgenix.com/blog/social-media/the-most-successful-companies-on-twitter/
© wikimedia http://commons.wikimedia.org/wiki/File:Facebook_logo_%28square%29.png
© anxie http://www.anixehd.tv/
© harmvdb http://instagram.com/p/XeBxb/#
© LiftUpToday http://twtrland.com/profile/liftuptoday
© 123RF http://de.123rf.com/photo_8443358_3d-menschlichen-ein-seil-ziehen.html
© DMCA http://all-free-download.com/free-vector/vector-background/city_vector_material_278930.html

(Sengupta, 2005)
List of References
High
Turnover: 200 bikes x € 1,500 =
€ 300,000
Marketing Budget:
3.5% of turnover
Full transcript