Nathalie Ertl Charly Fievet Laura Loustalot Tatiana Sanichanh

Nathalie Ertlé Charly Fievet Laura Loustalot Tatiana Sanichanh

“be chic, be safe” CYKLE is a company specialized in producing fashionable and safe cycle accessories. The “K” of CYKLE comes from “kuklos” (ancient greek: ring or circle)

PESTEL Political Economical ☞ Safe travel ☞ Cycle market ☞ Economic crisis ☞ Niche market Social ☞ Fashion

PESTEL Technological Ecological ☞ Competitors’ innovation ☞ Sport innovation accessories ☞ Production conditions ☞ Cycling = ecological transport Legal ☞ Safety laws ☞ Laws for production ☞ ISO norms

MARKET RESEARCH The UK bicycle market and its projection Source: Mintel Bicycle UK Market March 2014

MARKET RESEARCH Cyclist in the UK 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Aren't cycling 44 35 Cycling 26 Men Women UK Source: Mintel Bicycle UK Market March 2014

MARKET RESEARCH Use of helmets 39% own a cycling helmet 27% use one regularly 11% of women 14% of men own a helmet but don’t wear it regularly Source: Mintel Bicycle UK Market March 2014

OUR PRODUCT KOKOON is a revolutionary helmet which provides security and design

SWOT Strengths § § § § Safe Fashionable Innovative Practical Customizable Niche market Original Opportunities § § § Cycle market Fashionista market Security law Customisable New on the market Weaknesses § Expensive § Niche market § Unknown concept Threats § Competitors § No trust in the product (no proofs)

COMPETITORS Direct competitor Hövding Fashion helmets Fashion cycling brands competitors Bern Giro Pro-Tec Sawako Furano Yakkay Cyclechic. co. uk Velorution. biz Bikebelle. com Cyclodelic. com Other competitors Halfords Evans Decathlon Wiggle

DISTRIBUTION CHANNELS John Lewis Urban Outfitters Concept stores as “Look mum no hands”

SOSTAC Situation A new brand offering a new product Objectives • • • To optimize and broadcast our storytelling. To get known. For our targets to remember our name. To know where they can buy our product. To be seen as the most fashionable & safe cycling accessories brand. • To attract retailers. • To double our £ 5 millions investment.

SOSTAC Strategy Out of £ 5 millions investment on communications £ 750. 000 Our product’s price : £ 600 Goal: get benefits & double or investment Meaning: Have to sell more than 15 000 units

SOSTAC Tactic Plan to be present on every social platform & focus on a strong PR campaign Action • • • Create a CYKLE Space at John Lewis. Work on SEO Create a strong PR campaign Create surveys to get people’s opinion on helmets. Build a strategy for the coming years

SOSTAC Control Measure the effectiveness of our marketing communications plan with Key Performance Indicators (KPI) • Financial KPI • Marketing KPI • Online marketing KPI

TARGET ☞ Fashionistas ☞ Commuters/professional men & women ☞ Gay market (fashion leaders)

POSITIONNING brings the most fashionable & safe cycling accessories.

RESEARCH MARKETING ☞ Focus groups ☞ Survey ☞ Beta test

MEDIA TARGET Fashion & lifestyle Gay mag Bikes News

MEDIA STRATEGY PR operations ☞ Surveys ☞ Stunts ☞ Launch party

MEDIA STRATEGY Social media ☞ Video presenting our product ☞ Launch party ☞ Feeding social feeds on a daily basis Website ☞ Our website is responsive design ☞ Platform available to allow customers to customize their helmets ☞ Cykle. com

PROJECTIONS YEAR 1 PR campaign + Website with responsive design YEAR 2 Online advertising + New accessories (jacket, umbrella) YEAR 3 Partnership with a fashion designer + TV advertising campaign + Print & outdoors Our ultimate goal is to open our own shop on YEAR 5

PLANNING February 2015 March 2015 April 2015 May 2015 Surveys realization Launch website Broadcast surveys on the news Stunt Wed 22 nd Broadcast stunt Mon 27 th Launch party at John Lewis Sat 2 nd Launch at all retailers Mon 4 th

BUDGET

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