Research

PaulsCycles:

Web

So PaulsCycles is a Bike supplier in Norfolk Since 1981 that delivers nation wide and internationally so below are also different sites that supply bikes in a similar fashion.

The Competition:

 

Notes on Freewheel:

• Monthly Instalment Finance option
• offers training
• variety of brands
• Around Mid Price range
  

Notes On Evans:

• Cheapish / mid price range 

Notes On Bikester

 

 

• Medium / High price range
  

How does PaulsCycles Compare?

• PaulsCycles is also around medium range falling in line with the other suppliers
•  I'd say that the websites layout is overall the best out of the others i chose
• Pauls offers the CYCLE-To-Work scheme while seemingly only Evans has the same
•  Offers a finance scheme
• Smaller selection of brands but the brands seem to be more notable like orange and cube
  

How Will it work competitively in the lockdown market?

I think it will work well competitively during lockdown because it meets the prices of similar sites and offers similar and better options that other similar sites. The cycle to work scheme will work well for anyone that's still in work and doesn't want to have the lockdown weight. Also people will be looking at all different type of sites because of prices and availability. Let's say someone's go to shop is down or out of stock, they will search for a different service

Watching adverts:

1. Halfords

Quick simple video, camera follows the girl, going in front of her. with a slogan fading in and then a discount with the Halfords logo. Not a lot to talk about but this is a simple Christmas ad for Halfords.

The Ad Agency Halfords used for this ad is Karmarama. By having a look on their site you can see that the Agency tend to use emotion quite heavily in their work, some examples would be their NCS ad which uses the anger we have from being told what we can't do and using it to tell us we can while using specific examples, also their Institute of Coding ad which uses racism and discrimination to appeal to their ideal target audience and spread aware

2. Cycling UK

Using past experience with biking and trying to be relatable with their audience talking about wising down hills and riding with friends. Although this isn't an ad to sell bikes it is an ad to promote cycling and it uses relatable language to entice the viewer emotionally to start cycling again.

3. Evans Cycles

Evans goes through the cycling life of Sir Chris Hoy as they promote his range of bikes that are exclusive to Evans. This advert relies on the audience being an avid cycling fan or sports fan because that's the only way you'd know who Sir Chris is. Almost selling the bike as a collectable thing instead of something you'd ride with the backer being an Olympian.

The agency for this advert was by Antidote 

What Research I've Used / I'm going to use:

• I'm possibly going to do a survey about the likeliness of people buying a bike in lockdown
• I will look at different types of bike adverts that have aired before and note down things i would like to incorporate in my ad
• Look at stats for bike searches in lockdown and other statistics
  
• Read different articles about the trend of bike sales during lockdown and how the public has exploited the exercise rule

Why Are bikes important for the lockdown:

This Graph shows the google trend for the search term "Bike" over the past year. As you can see there's a clear peak going into April when it's starting to get warmer and we've been told that we're allowed an hours exercise and the trends gone down as lockdown eased up. But now we're going back into lockdown and the weathers not too bad I can see this trend going up as we can slightly see already.

Source From Cycling Weekly:

In the article it states that "1.3 Million Brits bought a bike during lockdown" which clearly shows there was a demand in the first lockdown and its projected that the industry value will grow to "£3bn by 2023". Especially since the national furlough has been extended to January I could see that bikes will have a rise and keep the trend to meet their projected value.

Survey

 So i did a survey to decide if people were likely to buy a bike or any bike relate equipment during the Coronavirus lock down. Here are the stats i got from doing this survey:

Number Of People who were likely to buy: 8

Number Of People Unlikely to buy: 10

Target Market Target Profiles

Current Consumers:

Demographics:

Age: 25

Gender: Male

Martial Status: Single

Location: London

Job: £87,000

Psychographics:

Personality: sporty

Values: freedom

Activities: Cardio Exercise

Attitudes: Atheletic

 

Potential Consumers:

Demographics:

Age: 30

Gender: Male

Martial Status: single

Location: village

Job: £34,000

Psychographics:

Personality: Lonely, depressed

Values: Good saver, Healthy living

Activities: social media

Attitudes: Slightly lazy, wants to do something but lacks motivation

The needs for both my potential and target are the same, to get (or stay) fit and healthy during the lockdown period.

The stratergy I'm taking for this project is focusing on the potential consumers and taking their situation and manipulating it to fit the audience by joking around relatable issues and their stituations so they fit in with the ad and don't feel alienated by it since if you're not atheletic you wouldn't want to have an ad saying "get fit now" "lose your weight!" etc...