Harford Bicycle Planning Assignment Example | Topics and Well Written Essays - 3000 words

Harford Bicycle Planning - Assignment Example Hull consists of a population of 262,000 individuals with a near 50/50 gender ratio. No particular cycling habits were identified through studies pertaining to very regionalized cultural habits in Hull. It is an understanding that certain geographical features and inherent landscape motivations will determine some consumer behaviour, however without this data this marketing function seeks for mass market appeal via a systematic IMC campaign. In this city, the infrastructure for this activity is present, the motivations and incentives are a missing component. Using valid concepts of human behaviour, target markets were identified as subsections: Since no identifiable model of consumer target characteristics could be identified, this segmentation approach represents a modified acknowledgement of the FCB Planning Model and the Elaboration Likelihood Model of consumer decision-making. Taking into assessment the history and structure of Hull, these markets coincide with the geographical proximity of Halford’s product distributors and can be targeted through mass-focused communications over a systematic time period. The concept is not about making comparable difference claims about Halford’s internal brand reliance and partnerships, positioning Halford’s is identifying its strengths and weaknesses that are most likely to be present in the local environment. Halford’s currently refers to itself as much like a distributor when referring to its product selection, thus making it competitive through its product. Halford’s requires a repositioning during this summer period that gives the business a personified image. It is choice of quality positioning as a lifestyle leader for key markets with a supplementary identity as a premier sales organization. Quality. It speaks a different language depending on the target