Know-How Exchange : Advertising/PR

Are these Indian-made bikes for Indians? If so, what's the competition like in each of the categories, and what makes your bike better/different from them (ideally, it needs to be something other than the price)? Are you selling direct to the consumer or are you trying to attract dealers to stock it?

As for your online question, it depends on your target market. If they are online, then having an online presence is vital (if only a simple website that shows off the bikes in-motion, with statistics, and other information that buyers would care about).

i am in the bicycle industry and will be heading to Interbike in Las Vegas, NV in USA and also the European bicycle shows in Germany in September.

For US, 90% plus of bicycles are imported from Taiwan, China, etc. There are several brands that are trying to reach this market, none of them are doing well because they had very little marketing budget. there are many other factors that controls this US market, if you are targeting North America.

If you want the world to know about your bicycle, you need to set the clear target of who will buy the bicycles (will buy them) and where, what trade partners will buy them and resell at what price. $165-$310 does not mean anything at this point; you may have some buyers at some department stores, but that means nothing to consumers here.

What are you ready to do for in-store support, sell-through plans? Launch to the trade, is that what you really want?

Dear imranaiesec,

I would suggest that any 'brand / launch' efforts need to be targeted specifically at your dealers.

India is a huge and highly disparate market. It is not like the us where you can run a TV ad and then the whole country will now about your brand.

NO need to rush into spending a lot of money for now, take your tie and build your awareness carefully.

The dealers are the ones who ultimately represent and sell your rand to the cyclists.

make a launch event just for the dealers, make sure hey are well educated about the quality of the brand and why it is different from other cycles in the market.

make sure that the dealers are well motivated ( a good margin compared to other cycles will motivate them to favour your brand and sell it harder).

make sure also that your dealers are well versed in the warranty policy and that they have ample supply of spare prats. lack of spare part will kill you quickly when cyclists come back fro repairs.

Supply your dealerships with strong posters, flyers and stickers and make sure they are getting these out to the buyers and prospects.

Create nice caps or cycling shirts featuring the brand and give away a FREE cap with each cycle purchased or a free Drinking bottle wit the brand logos on it.

WOM will do the rest for your amongst the cycling community.

Let me know if you need more ideas, I'm happy to help.

Good luck,

Matthew