Market Segmentation & Positioning of E-Bike-Samples for Students

Question: Discuss about the Market Segmentation and Positioning of E-bike and its market. Answer: Introduction An electronic bicycle is a bicycle with an electric motor used for propulsion. Today, huge number of e-bikes are available across the world. The motor integrated in the bicycle helps the riders pedal power and work as a moped style function. Rechargeable batteries are used by the e-bikes and lighter varieties can travel from 25 to 32km/hr. Again the lighter varieties depends on the laws of the country where they are sold because every countries have separate laws (Chuang, 2012). The two E-bikes that are commonly used are Big Cat Cruiser and Power ped. Big Cat Cruiser (Marketing Segmentation, Targeting and Positioning) Big Cat Cruiser is the bicycle used by the beach lovers. It is an USA brand which aims at focusing on the design that helps you to sit up straight and comfortable instead of bending over the handles. It offers the visibility of vibrant colors during the night time and the LCD light inserted in the bicycle helps to show the life of the battery and the total distance travelled. Market segmenting Big Cat was launched in USA with an aim of getting the happy experience. It was further expanded across the territory of the USA which has highly contributed to the next upcoming generation of the transportation. Big Cat offers high quality products and have amazing business partners involved in it. Moreover, it has also many potential dealers across the world who have highly invested the marketing of the brand. Vincent Gebbia is the founder and Ceo of the brand who is delighted to share that they are soon expanding their family (Big cat, 2017). Many prospective dealers along with the owners of bike businesses are invited to visit the Bigcatusa.com and learn more about the bike and several dealership opportunities as well. They also focus on expanding their offerings with a huge product line of e-bikes. The reviews from the rider sand experts plays a very major role in attracting the potential dealers and motivating them to in involve more (Voltaire cycles, 2018). Market Targeting Since, it is a USA brand, it has already captured the market of USA. But now, it has started targeting customers from other many countries like Mexico, Switzerland, Argentina and china. The bikes provided by this brand are modified according to the demand of the customers and the major modification are seen in the handle bars, wheels and fenders. This gives a new model to the e-bike and also attracts huge number of customers. They keep on updating their models time to time and launch new models as per the customers preferences. Their main aim is to see their customers enjoying and loving their ride for longer distances and climb uphill without sweat, so they target customers loves to go for long drives and also enjoy beaches. Their models are specially designed for beach lovers. It has also targeted retailers who offers the bike on the road to the customers. When a company start selling their products through picked retailers then it can target large segments of market and reach them in a more convenient way. Moreover it will also encourage retailers to perform well and reach the targeted customers. All the information related from product to brand are collected by the retailers and further explained to their customers as well (Ebike, 2014). Market Positioning The Big Cat has positioned itself in the market by its name only. It has ranked itself as one of the big leading brand in the e-bike industry where it serves across the world. It basically offers two major opportunities like Little Cat packages and Big Cat packages. The Little cat packages has 8 e-bikes and Big Cat packages has 20 e-bikes. Today, every customers loves to have a ride on the Big Cat and enjoy their experiences (EBR, 2018). The major competitors of this brand are Biomega, Aerobic Cruiser and Biruni e-bikes. The star rating of this brand by its potential customers is 4.1 out of 5 which shows that the customers are happy with the experiences and loves to ride this particular brand because it ton of fun to their riders. They have also positioned in rural areas where there is a scarcity of electricity (Big cat, 2018). Power Ped (Marketing Segmentation, Targeting and Positioning) Power ped is an electric bicycle which is an Australian Brand and offer a wide range of bikes in the Australian market since 14years. Power ped is the company that aims at providing and supplying Australia's largest electric bicycle fleet to Australia Post, the POWER-PED Electric Mail Bike. Market Segmenting Since it is an Australian brand, it majorly serves the Australian market but also available in other countries like America, China and many more. The brand has diversified its product lines and offers a compact and light weight folding structure which are best suitable for the customers to ride. They ensures in designing their own models according to the needs of the customers and focuses on simplicity, reliability and functionality aspects. They have segmented their availability of the products across the world and enabled themselves to gain atop ranked position in the US market too (Burns, 2015). Market Targeting Power Ped aims at targeting its potential customers by offering huge number of advantages to its customers and providing them ton of fun. The brand Power Ped aims at putting the people at the first priority and other factors in the second. They majorly focuses on increasing the number of happy customers. Power ped does not only work for high tech gadgets or launching fancy bicycle component but it aims at the person who is riding it. Manufacturing great bikes is just a start but a company truly stands for potential and happy customers. It basically target men and women of every ages and also aims at targeting the person who are simple and loves simple bikes. It serves huge categories of the bikes to the customers with a wide variety of price range based on the models and design and features (UKEssay, 2015). Market Positioning Power Ped is positioned in the market as a Must have bike across the globe. It aims at being quite appealing in the target market because it is not only functional but also fun loving characteristics involved in it. Made in Australia has already represented itself in the market ensuring the high quality product with a reasonable price and a small investment. It also provided online digital platform to the customers where customers can search according to their needs and buy them. This digital platform enables users to interact with the brand by getting the required information on the website only (Power ped, 2018). There are several events that power ped takes part in which helps to create visibility and gives an opportunity to the customers to physically interact with the with the products. They can get the detailed information of every models with their salient features involved in it. The major issue involved in this brand is moving to new market. There are many policies and regul ations that are to be followed when planned to move to another country. Customers preferences differs from country to country and it is not possible to fulfill the demand of every customers with the single product. These [products must be modified and updated according to the demand of the customers (Samrin, 2014). Compare and contrast between the two brands of E-bike Power Ped and Big Cat are electric bike which are designed and manufactured with the view to satisfy the needs of the customers who love to ride and go for a long journey. They both offers huge range of products to the customers based on customers demand. The brand also aims at maintaining a strong customer relationship with their potential customers and putting their customers on the first place as well. The company also ensures that the customers are happy using their products and gives a genuine feedback so that it will be further reviewed by the experts and dealers and create an opportunity for the partners to make an investment The major difference between the two bikes are the place they are manufactured. One is an Australian brand while other is US brand. Power ped bicycle is manufactured in Australia and Big Cat is manufactured in USA. They both brand focuses on different segments i.e. Big Cat focuses on the beach lovers and those who loves to ride uphill and have fun while Power ped focuses on targeting those customers who are more realistic and simple. They modify their models and update according to the needs of the customers Conclusion Thus, it can be concluded that today e-bike plays a major role in the lives of customers and has become must have trend in the common society. They offers varieties of product line and serves the customers widely. They also aims at offering the product by customizing them and making the customers more attracted. Online digital platforms are provided that create an easiness for the customers to buy the bikes and get all the detailed information on the website only. Furthermore, they can also provide online feedback about their experiences (Iannuzzi, 2014). References Big Cat, (2017), Big Cat Electric Bikes Customer Review, viewed on 2nd February, 2018. Available on: https://www.bigcatbikes.com/blogs/news/big-cat-electric-bike-customer-review Big Cat, (2018), about us, viewed on 2nd February, 2018. Available on: https://www.bigcatbikes.com/pages/about-us Burns. N, (2015), E-Bike Marketing, viewed on 2nd February, 2018. Available on: https://www.slideshare.net/NickBurns3/ebike-marketing Chuang, H. S., Chang, S. B., Cheng, M. Y., Lin, W. B., Chou, J. H., Li, C. Y. (2012). Force-sensorless power assist control design for electric bicycles. Advanced Science Letters, 8(1), 661-665 Ebike central, (2014), about us, viewed on 2nd February, 2018. Available on: https://www.ebikecentral.com.au/webcontent1.htm EBR, (2018), Big Cat reviews, viewed on 2nd February, 2018. Available on: https://electricbikereview.com/brand/big-cat/ Iannuzzi, D., D'Ostilio, R. (2014, September). Inductive charging station for Ebike Clever Mobility: A research project. In AEIT Annual Conference-From Research to Industry: The Need for a More Effective Technology Transfer (AEIT), 2014 (pp. 1-4). IEEE. Power ped, (2018), about us, viewed on 2nd February, 2018. Available on: https://power-ped.com/ Samrin (2014), Marketing Strategy for Free Electricity Bicycle, viewed on 2nd February, 2018. Available on: https://www.scribd.com/document/295730695/Marketing-Strategy-for-Free-Electricity-Bicycle UKEssay, (2015), Assessment of Market Potential for Electric Scooters Marketing Essay, viewed on 2nd February, 2018. Available on: https://www.ukessays.com/essays/marketing/assessment-of-market-potential-for-electric-scooters-marketing-essay.php Voltaire cycles, (2018), abou the product, viewed on 2nd February, 2018. Available on: https://www.voltairecyclesdenvillenj.com/products/big-cat-long-beach-cruiser-350w-e-bike