Triumph Launching Event

Exe extirpationive Summary3 Introduction4 customer Profile6 Demographic6 Behavioural6 Environmental s passel7 tog step forward Analysis7 PEST Analysis9 Store observations10 In- computer storage10 Shoppers Behavior11 Online surf12 Ideas / Amendments for functional and creative online work12 denounce Aw arness Survey14 Motorcycle crop14 habiliments and accessories17 Conclusion and Recommendations21 Range evaluation21 gratification dealers prevail21 Executive Summary Firstly, we shall present a little information about the company. The company was reconstruct as a bicycle manufacturing company by Siegfried Bettmann in Coventry in 1887.In 1967, the production of the drivebike peaked at 47,000 units in this year. Unfortunately the business organization went into liquidation because lack of government backing. But in that year, John Bloor, a businessman who is the current takeer of the company, bought the land where the factory located and therefore give way the rights to t he trace of merriment and assembles a team to develop a new direct. In 2008, the company could break the record of its peak production. They were equal to(p) to produced much than 50,000 units in this year. win now has five factories and all atomic do 18 100 percent owned by the company.Two of these factories argon based in Hickley, UK and the opposite three factories be in Chonburi, Thailand. The clothing and accessories are made in China. For victory bike, there are six jog which can be classifies as the pursuit Supersport, Adventure, Touring, Classics, squad cars and Roadsters. The climb on ranges for each range are different from each other. The younger target market is to a greater extent attracted to the Supersport, adventure and roadster range whereas touring and cruisers range attracts more of 45-60 age old. The range that is the most popular and has the biggest volume sold is the classic.Whereas the roadsters range has the most competitors. There are 54 dealerships in United Kingdom and Ireland. Sixteen of these are multi- franchise dealers and 38 are solus dealers. All of these dealerships are franchised. All dealers must follow instigant standard such as colour the retention sober with wooden floor. Fifty percent of the salt aways lead squander PCA specialist. There are 16 subsidiary markets and 36 countries nationwide. Introduction The aim of this project is to propose an effectual launching even outt of Triumph clothing range to dealers around UK using the range evaluation that we have researched.Having an effective launching event can servicing the company to maximize and maintain relationships with the dealers in order to secure orders. This project in equivalent manner hoping to improve with the order management process which can reduce greet and time benefits both the company and dealers. We have been given the opportunity to evaluate and improve the sell at the launching event for the Autumn/Winter 2011 Triumph clothing gathering. Triumph is a wheel company whom also sell bikers clothing and accessories range. Their objective is to promote and be more emphasize with this range where they see potential opportunity.This project aims to gain knowledge about how to expand Triumphs clothing collection to non-biker customers. We are appointed to evaluate and suggests a new lunching event(s) to dealers around UK. The problem that they are having now is that their clothing and accessories range are only cognize among bikers. It is our mission to come up with system to maximize their profit by expanding their customer base. We are here to find of ways that can attract those who are non-bikers. For clothing and accessories, they will launch collections double a year, which consists of Spring/ summer collection and Autumn/Winter collection. The collection is made up of core and seasonal items. Core items are the items regarding to the season and the dealers can reorder any time because the stoc k is at Headquarter. For seasonal items, they focus on the climate during that particular time of the year and only available via transport order. Forward orders are crucial for both dealers and Triumph. This is the way dealers can secure products for the season and allows Triumph to understand the market and best seller.For the Autumn/Winter 2011 collection that we are appointed, Triumph has coordinate together with Barbour. Barbour is a UK owned clothing store broadening out from its countrywear roots. Todays the company produces clothing that is designed for a entire country lifestyle. The collection is to be launch during February and March 2011. The launching event usually taken set up at the factory where dealers visit the pop up store for viewing the new collection and this is to be joined by appointment only. Information, product demonstration and order making are taken place on the event day.Sometimes the person visiting the event may not have the authority to make the p urchase, therefore the company is given them a 3 week launching event so that decisions can be made within this 3 weeks. During this 3 weeks, larger dealers have their various(prenominal) bringing of 1-3 staffs whereas 2-4 base dealers are grouped together. The main goal of this collection is to start expanding the market to those who are non-bikers. But the problem creation that they have not been considering about putt their products into any other department stores because they want to give priority to their existing dealers for stocking Triumph products.There is no budget limit for the launching event and sounded kindred the preliminary events made at the factory has been quite low. Their main competitor is BMW (for ride department). If there were any stock left at the end of the season, participated dealers will suffer extra to get their names printed on the sale adverts, which is usually published in the motor publishing. Customer Profile Demographic Supersport Customer is male, in the middle 20s, single, and lives in the city. Adventure Customer is male, in the 30s, married, lives in an up photographic plate neighborhood.Touring Customer is male/ female, in the 30s, married, moves around a lot with no permanent resident. Cruiser Customer is male, 50-60 years old, married, living in rural area. Classic Customer is male/female, in the 50s, married, and does not live in big cities. Roadster Customer is male, 25-40 years old, single, and lives in the big cities. Behavioural Supersport People who like racing, and look for a motor technically out stand with proud judicial admission. Adventure People who like adventure, and look for versatile motor accompanying them in different environment.Touring People who like sport and travel, they look for a powerful motor having grater practicality in touring or sports touring. Cruiser People who like cruisers look and embrace attitude of the hotted up motorcycles of the60s. Classic People who like vintage style and look for a motor presenting modern-day interpretation of a timeless classic. Roadster People who take speed and agility seriously and look for a middleweight streetfighter. Environmental scan SWOT Analysis Triumph was formed as a bicycle manufacturing company by Siegfried Bettmann in Coventry in 1887.The first motorcycle was built in 1902. Triumph now has five factories around the world. They have 750 dealers in 35 countries and 54 of them are in UK. The clothing range started in 1994 with collaboration with open Thomas. Strengths * Branding A United Kingdoms tell on born in 1887. The brand is not only wholesome known in the UK exclusively throughout the world. * Worldwide presences Triumph truly has an international presence with factories in UK and Thailand for the motorcycle sector and for clothing sector in China. Also there are 750 dealers around the world.Countries including Australia, Austria, Belgium, Brazil, Canada, Chile, Czech Republic, Finland, France, G ermany, Greece, Hungary, Italy, Japan, Mexico, Netherlands, New Zealand, Poland, Portugal, South Africa, Spain, Sweden, Switzerland, Taiwan, UK, USA and Venezuela. * Collaboration The company successfully collaborates with the well known British clothing brand Barbour for their 2011 Spring and Summer clothing collection. This is an opportunity for Triumph to extend their brand awareness to non-bikers sector. * Customization There is an option create my Triumph on the website where you can build your very own Triumph motorcycle.Weaknesses * Undifferentiated products/service Unlike their rival, BMW, they dont only make motorcycles, they produce cars as well. This is why BMW is a much better known company because their target market is relatively larger. * Because Triumph refuses to expand their stores into a more commercial environment such as a department store, the quotidianty of attracting larger non-biker audience is lower. * The company is lacking marketing expertise. This w eakened the brand to expand to its potential customers. Opportunities * The virtual world is becoming an essential part of our lives, network is a powerful tool.Having a Triumph site where customers can order online is beneficial. * Joint venture with Barbour will give opportunity to Triumph for expanding the brand name and brand awareness. * Moving into a new market segment with the clothing collection will generates more interests in the brand itself and also generates more profit. Threats * The chronic Global recession The economic decline result in the demand of consumers. Especially with the increase in oil price, a motorcycle is considered as a want not need. * Intense arguing There are many competitors in this market.Many of the competitors offer marketing incentives and reduce in product price. This pull through will have a negative effect on Triumph determine and market share. * Global warming The issue of global warming will effect in Triumph motorcycle gross revenu e. People are becoming more conscious of fuel consumption. PEST Analysis Political The government has deter bike usage by increasing taxes for all bike riders. Since 2009, there has been an increase in Bike Road Tax as well as Bike Parking Tax. Vehicle Excise Duty for Motorcycles has increased for the 2009-2010 period.With the increase in oil prices, it has arrest far more costly to ride a motorbike today. Even so, traffic congestion and overcrowded public transport favors motorcycle use as a means of commuting. Economic Inflation rates in the UK are increasing as well as the exchange rate, while the interest rate remains low. Due to this situation, the production of motorcycles depend more on imports and labor cost have increased as a result. At the same time the increase in global trade has created severe competition in the industry due to the emerging foreign markets.However it is easier to escape this recession on a two-wheeler rather than a car. Social More people in the UK now own motorbikes despite the increases in cost. It is more socially acceptable to own a bike, and there are a lot more female motorcycle owners. A lot of older individuals who used to ride bikes when they were young are now starting to purchase bikes once again (returner bikers). The number of motorcycle use has increased over the years as opposed to cars, as they serve as a status symbol and are more arguent and practical in traffic.Technological Technological advances have added many safety features to motorbikes to make riders more comfortable. The demand of motorcycles has led to the emergence of larger capacity locomotives (around 500cc). These changes make motorbikes more attractive as a means of transport as well as a leisure activity. Store observations In-store compass north city Triumph North city Triumph opened this brand new store just a month ago and the shop at outlook really inspires customers, even though you are not rider. Big Triumph flags outside and a fres h, clean environment welcomes you inside.The store is located in a busy suburban area, half(a) an hour from London city, in a good marketplace if you are coming by car or by bike. The store is a Triumph Solus dealer and they have a PCA Specialist who is in charge of clothing and accessory parts. The Triumph brand is very well presented in the North city store Wooden floors, bright and high spaces display their bike range and latest clothing collection range in a stunning way. The shop offers personal assistants for customers and all staff is most helpful and willing to serve clients to meet all their needs.The Triumph collection is still very monotonous and wickedness leather jackets and trousers make everything look like same. Unfortunately no product really stands out and even labels such as new model failed to make you more interested to buy. North city Triumphs ideal customer is a man in his mid 40s, who buys products mainly for his needs rather than his wants. Metropolis Vaux hall Metropolis Vauxhall is located south of London city center, close to all transport connections. The shop is a Triumph multi- franchise dealer, so it also offers its competitors products.Here Triumphs image as a brand is less highlighted and the collection range is narrower. The store visit is less inspiring than at the Solus store and Triumphs products get lost among competing brands. Yet, a broad supply of competing products and brands attract a larger number of customers and this generates increased impulse sales for the more generic Triumph products, such as their leisure clothing line. The Triumph collection range remains vague and hold in space availability makes displaying products, and brand imaging, challenging.Metropolis Vauxhall Triumph? s ideal customer is a man aged between 35 and 55 and they also might pop in store just for clothing, not just because of biking. Shoppers Characteristics Triumph clothes ideal customer is a man between 35 and 55 The ideal, and also potential customers, are males returning to their youth they like to wear something classical, stylish and keep their individual style rather then run by and by the latest trends They like to shop in store They shop mainly for needs more than wants Triumphs customers respect personal assistants and prefer visiting the same local store Customer respects practical clothes and a personal look Triumphs brand is an important factor for customer ( SWOT,PETS, Dealers feedback) Online shop Online shop has exploded during last decade and today it is normal to do a virtual shopping trip that satisfies the customers needs. This year e- retail sales are on course to a record 16% growth in the UK and as retailers start offering more and more e-services online shops will become faster and more functional.Also, using IMRG ( Interactive media in retail group) research report, clothing is one of the fastest growing online shopping sectors. Online shopping advantages are remarkable. dismay co sts (expenses) to retailers and customers, user friendliness, fast delivery and independence of shopping hours are factors that every company should take advantage of as much as possible. though Triumphs image is built on customer service, this would be a further advantage that increases their competitiveness. Also, as no other competitor has a truly outstanding online store, small quality improvements could result in a decent increase of customers.Triumph world website and dealers websites are overall very professional compared to other motorcycle brands, but dealers own online clothing shops /services differ largely in their visual outlook, ranges and operating systems in general. Outstanding and interesting dealers stand out straight away. Carl Rosner and A1 Moto are good examples of online shops that are simple to use and harmonized/balanced within Triumphs brand image and product range. nearly exceptional, Solus dealers stand out with a positive Triumph brand image and visitor s get a feeling that the dealer is standing behind and believing in their brand 100%.However, surprisingly many dealers have a complicated order system and their product ranges are presented in a dull way, without a professional feel. The pictures are small and especially the light coloured quotidian clothes drown into the white background. At the moment some dealers pages dont inspire to shop and their complicated order-system does not encourage online buying. Based on the research results and the feedback we got from consumers that are targeting Triumphs target group, it is exhort that dealers webpages and online services would be similar and linked together with the Triumph brand nationally.Triumphs target group and potential buyers mainly consists of men who usually prize user friendliness, and a straight forward clothing line, that can be bought with just a couple of clicks on the mouse Ideas / Amendments for functional and creative online services Dealers online services/ shop harmonized to Triumph official sites and brand image. Product info and pictures to have same the outlook as is used in the Triumph catalog and their official pages. Creating seasonal online campaigns that are targeted to inspire loyal customers and new potential bikers. Charity campains. Goes with boxes.Website would automatically suggest clothes or accessories that would go well with previously purchased items. Making online shopping easier and more fluent. Product ranges displayed with uniform background image and a picture size that allows you to properly view the chosen product. * garb pictures with real people, using professional photographer Promoting of casual wear line should be more directed towards the target customer group, men that have outgo power, but little time for shopping. Create competition design your own jacket or t-shirt. Winners design would be launched with limited number.Brand Awareness Survey We have set up a survey analyzing Triumph brand a wareness amongst Fashion students aged between 21 to 35 years old and other category was people with no age limit. At the moment, out of 38 respondents, only 14 have heard of the brand Triumph. Whereas the main competitors such as Yamaha, Ducati and BMW have 35, 32 and 30 respondents respectively. There are many factors that can be the reasons why Triumph is not as well known as the competitors. * Locations of the stores * Sponsorships * Product variety * Brand reputation * Brand marketing * Brand accessibilityAnother point that we can observes is that out of 38 respondents, only 1 respondent wrote Triumph as the brand that comes first in their mind. Whereas Harley Davidson has 15 respondents and Ducati has 8 respondents. For improvements of the brand awareness, we can study how Harley Davidson presents itself to the audience. After this observation, we would like to focus the brand emphasizing its British heritage with the Classic look. We can see that Harley Davidson and Vespa als o have the Vintage Classic look and we think if Triumph brings out the Heritage theme it can become better known as well.Also, taking considerations consumers, we see that most potential new customers are middle age people, who have interest to start new, youngish hobby or finally carry out their dreams. These people, mostly men, have also bills to spend for bike and naturally for street wise/ credible clothing. Analysis of Product offers Motorcycle range Triumphs 2011 motorcycle product contains the following ranges. Pictures of products are listed in appendix. Roadster range Triumph Roadsters range is for the street. It stresses attitude, style, performance and agility.This range has Street Triple and Speed Triple. The Street Triples specification complicates Triumphs trademark twin headlights and high level silencers, meaty dual brake discs up front and a comprehensive instrument entourage that even includes a lap timer and adjustable gear change indicator. The Speed Triples sp ecification includes four-piston Brembo brakes for eye- pop stopping power, change alloy handlebars, fully-adjustable 43mm upside down forks for maximum control and a comprehensive instrumentation that includes lap timer and programmable gear shift light. Supersports rangeTriumph Supersports range is for the race dawn to compete with the best in the supersport class. This range has Daytona 675. With the lightest and narrowest chassis in the class, the Daytona 675 delivers outstandingly agile and intuitive handling. Fully adjustable suspension front and rear, with separate adjustment for high and low speed compression damping, gives the Daytona 675 superb composure on all surfaces, while top-of-the-range monobloc radial brake calipers up front deliver eye popping stopping power. Adventure range This range is designed for people who are looking for adventure and it has Tiger 1050.The Tiger 1050 is equally at home in the urban jungle as it is prowling on the open road. The Tiger 1050 with its commanding equitation position, its muscular 1,050cc ternion engine, powerful brakes and high specification unclouded chassis making for real fun on the twisties and composure in the traffic. Tiger 1050 is a superbly competent bike and does scratch, tour and commute all. Touring range This range satisfied sport and touring at the same time and it has Sprint. (Sprint ST and Sprint GT) Equally capable of crossing continents or taking on a track day, the Sprint is one of those rare contradictions.The new Sprint ST has been given a number of improvements to ensure it remains one of the worlds favourite sports-tourers. Updates include new reflector-style triple headlight unit re-designed cockpit the same stunning 1050cc inline triple engine, but with latest spec ECU for ultra-smooth throttle response. Sportier than the GT, the Sprint ST is set to become even more attractive due to its new ultra-competitive price. The New Sprint GT is greater practicality and more emphasis on t he touring aspect of sports touring. It offers a unique proposition of performance, practicality and price.Performance from the uprated 1050cc triple with 130PS on hand. Practicality the GTs byword with 117 litres of lugguage, ABS brakes, u-lock, built in rack and grab handle, and a200 mile fuel range. Classics range This range is designed for classic motorcycle style. It has Scrambler, Bonneville, and Thruxton. Scrambler is inspired by the 60s Triumph off-road sports motorcycles that were stripped down for racing and has a unique look and feel all of its own. It has styling details including gaiters, white induce piping and high swept chromed side pipes.Bonneville is a thoroughly modern interpretation of the definitive proper motorcycle, this iconic symbol of rebellion and independence is even more accessible thanks to its low and narrow seat, clean and efficient fuel-injected engine and lightweight 17 inch alloy wheels for even sharper handling. Thruxton is named after the famo us racetrack where Triumph ruled the roost and is inspired by the Ton Up Boys of the 1960s. The Thruxton is Triumphs sportiest Modern Classic, and authentic cafe racing car delivering a unique Triumph experience. Cruisers rangeThis range presents classic cruiser looks and has America, Speedmaster, Thunderbird, and Rocket III. For the classic cruiser look, the America comes with shrouded front forks with polished lowers, chromed single headlamp and chromed engine covers, machined cast wheels, chromed detailing and twin reverse cone pipes. The Speedmaster is a tough looking, no-nonsense sports cruiser thats dripping with attitude. With blacked out engine cases, slash cut pipes and cast black wheels with polished rims, the Speedmaster embraces the attitude of the hotted up motorcycles of the60s.The Thunderbird oozes cruise from every angle with its strong, muscular lines. Powered by the all-new 1600cc T-16 parallel-twin engine, the Thunderbird delivers class leading power, torque and frugality figures, with a refinement previously unheard of in the mainstream cruiser class. Rocket III Touring is a true mile eating custom tourer diabolical with unique character and that memorable 2. 3 litre motor. The iconic engine has been retuned for effortless low down torque. Rocket III Roadster has Classic streetfighter looks and delivers the tree-pulling levels of torque. Clothing and accessoriesTriumphs 2011 spring and summer garment and accessories product contains the following ranges. Pictures of products are listed in appendix. Roadster range Performance products with attitude, developed for the street and the city. Roadster garments are targeted at the riders of Speed and Street Triple and range from subtle to heavy branded products. Added comfort and features make these products more usable for everyday or casual riding. This range has items in jackets, pants and jeans. Supersport range Performance supersport products follow the ethos of bikes like the Daytona 675 .They are technically advanced with high specification, delivering a product range that is aimed at the track and sports riding. Visually strong, these pieces are heavily branded with a bold and distinctively triumph design. This range has items in one piece suit, jacket, and jeans. Touring range Touring serial is a very functional range of products. Waterproof, windproof and breathable, this collection has been developed to allow consumers to enjoy long rides, providing the wearer with the essential protection from the elements. This range has items in jacket, pans, and jeans.Adventure range godlike by the spirit of adventure, this collection of products has a more rugged, enduro style. Packed full of features, these functional garments will deal with the requirement of both road and off-road riding. This range has items in jacket and pants. Heritage range Classic looking products make up this range, inspired by motorcycle garments of the past. This collection is designed for the exacting requirements of a modern day motorcyclist, whist also maintaining that true authentic heritage. This range only has items in jackets. Modern retro rangeWhere modern meets retro, a range of products inspired by the classic racing garments of the 60s and 70s. The use of racing stripes, graphics and colors are combined with classic style leathers and modern look technologies to deliver a performance riding product. This range has items in jackets and jeans. Legend range The Triumph legends range includes a series of products that pays homepage to the icons of music and screen that had a close relationship with Triumph. Legend collection contains two special editions which Mare- James Dean special edition Jacket and Mcqueen special edition Jacket.Cruiser range This range have taken the classic image of the cruiser and given it a Brit rocker attitude. The Cruiser range take their influence from the British Rocker culture of the 1960s and 70s and combined these looks with mode rn technology. This range has items in jackets and jeans. Triumph union range The triumph union range has a fashion influence with products that cross over between categories and can be comfortably worn on any bike or worn off-bike. These products have character and a style of their own. This range has items in jackets and blousons.Function range The function range of products comprises of waterproof oversuits and protector including protect vase, back pro-tech and pro-tech jacket. Mens casual range This range presents casual look and has items in shirt, layer tops, leggings, jackets, T-shirts, shorts, polo, hoodies, and denims. These products can go with other Triumph products. Ladies range The ladies collection offers a focused number of styles and options to appeal to both rides and pillions alike. All styles are designed independently, conceived to appeal to women.This range has items in jackets, jeans, gloves, and boots. Ladies casual wear range This range presents casual look and has items in shirts, T-shirt, vests, and jeans. Junior range The junior range is fun and colorful, and is ideal gifts for younger Triumph enthusiast. This range has items in shirts, T-shirts, bike models, model kits, and Triumph Teddy. Personal accessories range Personal accessories range has items in following categories personal luggage (helmet bags, bum bags, laptop bags, and hold all) gifts(magnets, cybertool, water bottle, and cards set) team hinckley(door mat, buff, beer mat, and bike mat) headwear and buffs (hat, buff, and neck tube) collectors scale models wallets and pens watches and wall clock belts and buckles key fobs and pin badges mugs and glassware -patches and stickers Conclusion and Recommendations Range evaluation Triumphs clothing line is strongly linked to their motorcycle collection. They offer a wide range of riding gear, of high technical quality, designed specifically for each motorcycle model.They renew their clothing line doubly a year to suit their customers changing needs throughout the year, allowing them to adjust for different weather and climates. Triumph is proud of its roots and history. This becomes illume after only a brief glance through their webpages. Their clothes are designed and manufactured with utmost respect towards its image and heritage. This way they tell customer satisfaction and a first class biker look, suitable for riding and leisure. Their vast clothing line serves both the customers and the dealers needs.An ideal riding suit or just a jacket has been designed to every motorcycle type and this helps the dealers in designing their collection and building their order. Triumph pricing range is ideal and comparing biggest competitors BMW and Ducati, we see that their products offer best value for money. If the clothing range, especially in casual wears would be bit more hop on and classical, we would even suggest higher prices for some products. Every dealer should offer best-selling products fo r all motorcycle range and also build up blameless combination for casual wears that goes together in style with modern motorcycle clothes.The climate and location are naturally also important factors, but it is more important in our view that the supply for their target group and demand of motorcycles are in balance. Collections offer great suits for driving and in that field Triumph are reaching their goals (touring, supersports, adventure). However problem is that most of these products arent something you buy every season, not even every year, so Triumph clothing should be stand out more through modern motorcycle clothes, casual wears, that goes as well as biking clothes (modern retro, legend, heritage, casual). Triumph dealers rangeBased on our store-visits, customer feedback and significant that we received from the Triumph company, it seems like Solus and multi-dealers have certain problems defining an ideal clothing range. Solus dealers normally have a large range of produ cts but the normal customer normally comes in to see motorcycles and if they buy clothes it is usually mainly for driving. The casual wear line is presented well but since the competition in this field is fierce, people tend to prefer buying clothes elsewhere. Multi-franchise dealers have other brands presented as well, so Triumph clothes are not standing out too well.However, these shops are visited by a larger number of new potential customers, so if the range matches the customers needs, this will affects sales positively. To be able to find a perfect balance for the range that is being ordered, dealers must target their potential customers and then build the perfect match of driving clothes, casual wears and personal accessories around it. The Triumph company must also be able to build a brand image that is identical with the products that are being offered. Every successful clothing brand has to focus on a certain look.Triumphs history and success in motorcycles is defined by their individual yet stylish look and this should also be the brand message going forward. Appendix http//www. triumphmotorcycles. co. uk/clothing, Triumph company materials, 1 . http//www. triumph. co. uk, http//www. a1moto. com, http//www. carlrosner. co. uk, http//www. metropolismotorcycles. com 2 . http//www. harley-davidson. com/en_US/Content/Pages/MotorClothes_Merchandise/pink-label. hypertext mark-up language 3 . http//eu. levi. com/en_GB/shop/index. html, http//www. asos. com 4 . http//www. streetshirts. co. uk