Braaap: Revolutionizing the Motorcycle Industry

Introduction

Established with the objective of improving the enjoyment and accessibility of motorcycling, Braaap seeks to broaden the demographic that can partake in the excitement of riding. In an industry characterized by fierce competition from well-known brands, Braaap aims to surpass expectations through excellence in componentry, warranty options, customization opportunities, purchasing convenience, and overall performance. This analysis will review Braaap's product range, emphasize key features, evaluate their impact on the market landscape, analyze pricing strategies and their influence on consumer demand, explore promotional tactics and distribution channels, as well as assess levels of customer service.

Following sections will offer a comprehensive assessment of these elements.

Key Characteristics of Products

Braaap's motorcycle products stand out for four main reasons: lifetime warranty, customization options, designed for adults, and flexible finance. Most of Braaap's products, including all motorcycles, come with a lifetime warranty to address concerns about maintenance and repairs. Customization allows customers to choose colors and create personalized bikes that meet their preferences while ensuring performance and safety.

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Braaap focuses on adult riders' unique needs and desires. The company takes pride in its bikes but it is the community they have built that truly distinguishes Braaap in the industry.

From the "Learn to Ride" program to the Braaap race series, in-store ride nights, the Braaap ride club, and the "Lifetime Coaching" program, the company offers a variety of options for customers. Additionally, flexible finance packages are available for customers with different budget constraints. The company also offers term payment and rental buy options, allowing customers to start riding immediately and pay later.

Braaap's pricing policy aims to make purchasing easier and deliver value to customers through a 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 ourselves and have developed world class leading systems over the past 9 years to help you take your business to the next level.

Marketing Mix

Braaap's marketing mix consists of four main components: super lite, kids, road, and electronic. Each component caters to different needs of targeted customer groups. The super lite segment includes products like the braaap Pro 88cc and Thebraaap Silent. The braaap Pro 88cc - Adult Edition is a fun bike with 4 gears and no clutch, suitable for adults to ride on various tracks. Kids can also enjoy the thrill of riding with products like the braaap PRO 50cc, designed with safety features and top-of-the-line specs. The kids 88cc braaap offers world-class components tailored for children, including a smaller seat.

The Braaap 88cc is an ideal choice for beginners with its 4-speed semi centrifugal gearbox, offering a fun-packed riding experience. In the category of road bikes, Braaap Motorcycles and Sol Invictus Motorcycle Co have collaborated to introduce The Mercury - a Cafe Racer that combines top-notch engineering, design, and manufacturing for a modern-day appeal. Additionally, the company is embracing the latest electronic motor trends with the Braaap Silent Electric bike, which delivers over 100nm of torque. This bike is equipped with high-quality components and is suitable for various terrains, backed by a lifetime warranty.

Marketing Objectives and Strategies of Braaap

Marketing objectives are crucial for defining the aims of marketing activities, particularly with Braaap's emphasis on appealing to a younger demographic. To set successful marketing objectives, Braaap must adhere to the SMART method: specific, measurable, achievable, realistic, and time-bound goals. Assessing whether their marketing strategy meets these standards is key for the company.

1. Specific - are your objectives stated in a way that is precise about what you are hoping to achieve?
2. 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?
3. Achievable - Are your objectives reasonable in terms of what you can actually achieve or are you setting your sights too high?
4. 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?
5. Time specific - When are you hoping to achieve these objectives, you need to define a timing plan with target timing for each specific objective?

Conclusion

Concluding the report, it identifies, defines, and examines the key characteristics of the product. It also explores promotion methods, marketing mix components, and evaluates the marketing mix. Additionally, it defines the marketing objectives and strategies of the Braaap organisation.