Braaap began with the vision of making motorcycling more enjoyable and more accessible, enabling more people to experience what we love about motorcycling. In an over competitive industry dominated by just a few well-established and familiar brands it’sBraaap’sjob as an emerging brand to punch above our weight. Braaap have to outdo our competitors in componentry, Braaap have to outdo their warranty, Braaap have to offer more customization, Braaap have to make it easier to purchase, Braaap have to do more, be more. This report shall examine Braaap’s product, identify the key characteristics of their products and services and their significance to the market and to review pricing policy and analyse pricing variables to determine their effect on demand. This report shall also study about Braaap’sthe promotional methods, the channels of distribution, the level of customer service provided. The following sections shall explain in details.
Key Characteristics of Products
Braaap’s motorcycle products have four distinct features which are: life time warranty, customisation, built for adults and flexible finance. Braaap provides life time warranty for majority of its products and all its motorcycles. This could significantly improve the attractiveness of its products in customers because customers would not need to worry about the repair and maintenance. Customisation is another main feature of braaap’s products. Customers are able to choose any colour to their preferences and build customised bikes as long as the customisations would not affect the performance and safety of bikes. Braaap has special adult riders in mind to fulfil their needs and wants. The bike is our masterpiece, we are motorcyclists, but it’s the community we have created that sets us apart from the crowd.
From our “Learn to Ride” program to our braaap race series, in-store ride nights, thebraaap ride club and of course “Lifetime Coaching” The company also provides flexible finance packages for customers. The company’s products vary in prices to give full choices for customers with different budget. The company also provide term payment and rental buy options for customers to customers to start riding at once and pay later. Braaap’s pricing policy is to make it easier to purchase which is to deliver value to customers. As discussed above this is enhanced by wider range of choices and Promotion Methods
The company promotes its products in both Australian domestic market and overseas markets. The company mainly utilises the dealer and franchising sales channels for selling their products. braaap Motorcycle has been busy recruiting the best in the motorcycle business over the past 12 months, growing our domestic dealer base by 400% in the last year and our international business 200% after being in business for 9 years. Having just launched into Australia, New Zealand and other countries we are happy to announce we are looking for more. Braaap requires a high level of customer service provided to customers from partners. The company has some of the most prestigious dealers in Australia, NZ and the USA. We are retailers our selves and have developed world class leading systems over the past 9 years to help you take your business to the next level.
Braaap has four main distinct components in its marketing mix. These four components are super lite, kids, road and electronic. The four different components of marketing mix serve different needs of different groups of targeted customers. The representative products of super lite are braaap Pro 88cc and Thebraaap Silent. braaap Pro 88cc – Adult Edition is the Ultimate FUN Bike with no clutch, but 4 gears, it’s easy to ride, strong enough and reinforced enough for adults to jump, race and ride on all kinds of tracks. Kids could also enjoy the joy of ride. The braaap PRO 50cc Is the Ultimate Kids bike! Designed in Australia and Backed by Lifetime Warranty the braaap Pro 50cc is Loaded with safety features and top level specs including disk brakes, category leading suspension, restrict-able throttle and electric start.The kids 88cc braaap features all world class componentry as the adults 88cc but features a cut down seat to suit kids.
The braaap 88cc is a perfect match for someone learning to ride, with a 4 speed semi centrifugal gear box this bike is packed with fun. The road bikes category is more safe for normal use. braaap Motorcycles and Sol Invictus Motorcycle Co, in partnership present The Mercury – A bike that brings together world-class engineering, design and manufacturing to create a true 21st century Cafe Racer. Reliable, affordable and customisable. The company also embraces the latest trend in electronic motors. The braaap Silent Silent Electric braaap punches out over 100nm of torque, it’s jam packed with world class componentry and ready to take on the track, the trails and the backyard. The quality of the braaap Silent is world class and we back that up with a lifetime warranty.
Marketing Objectives and Strategies of Braaap
Marketing objectives define what you want to accomplish through your marketing activities. For Braaap the main priority is to attract the main customer group of young people in buying their products. There are several important factors to consider when establishing effective marketing objectives. To achieve this objective braaap should adopt the SMART marketing strategy. SMART Approach = Setting specific, measurable, achievable, realistic and time specific objectives. The company should consider whether their marketing strategy could meet the requirements for each specific characteristics. Specific – are your objectives stated in a way that is precise about what you are hoping to achieve? Measurable – Can you quantify each objective, i.e. can you use a unit of measure such as market share in percentage or dollars or other to provide a way to check your level of success?
Achievable – Are your objectives reasonable in terms of what you can actually achieve or are you setting your sights too high?Realistic – Do you have suffHaving some marketing objectives is a must for successicient employees and resources to achieve the objectives you have set, if you don’t then they are likely to be unrealistic?Time specific – When are you hoping to achieve these objectives, you need to define a timing plan with target timing for each specific objective?
In conclusion this report identifies, defines and examines the product’s key characteristics, examines promotion methods and marketing mix components, evaluates the marketing mix, defines the Braaap organisation’s marketing objectives and strategies.