UK Strategical Report Julianna Brown N0619888
Contents Introduction/Aims.........................................................................................................1-2 Methodology...................................................................................................................3-4 Situational Analysis (Where Are We Now?) UK Market Analysis.......................................................................................................7-8 Macro Trends...............................................................................................................9-12 Market STEEPLED Analysis.....................................................................................13-14 Market STEEPLED Analysis: Effect on Liv Cycling UK.......................................15-16 Company Background..............................................................................................17-18 Identifying Key Competitors....................................................................................19-24 Current Brand Strategy: Above-the-Line...............................................................25-26 Current Brand Strategy: Below-the-Line...............................................................27-28 Current Target Consumer: Olivia Smith.................................................................29-30 SWOT Analysis...........................................................................................................31-32 Strategical Plan (Where Do We Want To Be?) Brand Mission & Vision.............................................................................................35-36 Relatability...................................................................................................................37-38 New Target Consumer: Michelle Wilson...............................................................39-40 Brand Personality.......................................................................................................41-42 Brand Awareness.......................................................................................................43-44 Strategy Timeline.......................................................................................................45-46 In Conclusion..............................................................................................................47-48 REFERENCES..............................................................................................................49-50 BIBLIOGRAPHY...........................................................................................................50-51 ILLUSTRATIONS........................................................................................................52-54 APPENDIX..................................................................................................................55-102
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Introduction The purpose of this report is to research and validate a proposed improved strategical plan for Liv Cycling UK. The key motivation behind this being, to increase brand engagement and accessibility with consumers. Other priorities include the strategy plan remaining centred around the brands values and key USP’s. In today’s hyper-competitive retail market, a brand that possesses a strong and competitive product is simply not enough to keep a customer engaged. To remain relevant today, brands need to focus predominantly on customer retention whilst also attempting to acquire new customers, often to help them to secure their place in the future retail market (uxpassion.com, 2015). To resonate with today’s consumer, secondary research has indicated that a brand needs to be considered accessible. Accessible brands ensure that when a consumer prefers a particular brand, this is converted into brand purchase. In other words, a brand with a broader distribution amongst consumers, in the sense that it is accessible, also increases its awareness, one of the key drivers of customer brand insistence (brandingstrategyinsider.com, 2015). Further research suggests that the key to building a relatable and accessible image to consumers is taking advantage of localisation in a globalised economy (tekuma.io, 2016).
Aims The aim of this report is to research and validate a proposed improved strategical plan for Liv Cycling UK in order to improve accessibility and brand engagement. To achieve the aims of this report, the following objective has been set:
To increase Liv Cycling UK’s brand engagement rates by 75%, with the aim of increasing UK sales by 50% over the span of 3 years with a yearly review.
Specific Measurable Achievable Reachable Timed
Targeting Liv’s social media channels and website in particular to improve its engagement with the specific local audience. Monitoring social media analytics, repositioning global social media and PR teams, minimising costs and improving effectiveness. By gaining a steady increase in followers and engagement, Liv Cycling UK will encourage more consumers to follow the journey to purchase.
3 year, mid-term strategy plan.
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Primary Research Online Questionnaire
99 Respondents
Females aged 16-66
Interviews
Press Day Attendee Interviews: 5 Participants
Account Manager
Focus Group
Local Cycling Club: 2 Females, 4 Males
Aged 24-59
Secondary Research Market Trends/ Cycling Insight
Consumer Insight
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Websites:
cyclinguk.org sportengland.org womenssporttrust.com totalwomenscycling.com
Databases:
Books:
Journals:
Mintel WGSN
Marketing Plans: How To Prepare Them, How To Profit Them; M. McDonald, H. Wilson
Transportation Research Part F: Traffic Psychology and Behaviour; T. Lajunen, T. ÓŚzkhan
Defining Identity and The Changing Scope of Culture in the Digital Age; A. Novak
Transport Reviews: Issue 1; Gustavo Romanillos
Methodology For this report, both qualitative and quantitative data was collated through various primary and secondary research methods. Firstly, an online questionnaire was constructed using the platform, Typeform and shared on various social media. The objectives of the questionnaire were to reach the widest demographic possible in regards to women’s attitudes to sport, in terms of its gender representation, social issues and to illuminate any female patterns of habit when it came to sport. Within the space of approximately 5 weeks, 99 responses were generated. In hindsight, the results of the questionnaire have limitations formulating around the general nature of the questions asked and the fact that many of the questions required a text answer, meaning data was difficult to collate. Furthermore, although the majority of respondents were interested in sports, this interest showed in various contrasting degrees. This presented the need to undertake further in-depth qualitative research, focusing more on respondents with cycling insight. A number of interviews were undertaken with various respondents, during a press day event where Liv Cycling featured. This included interviews with five press day attendees who were questioned regarding their brand awareness of Liv. As these attendees were from the marketing and media industry, they were also questioned on how they felt Liv’s marketing, branding and social media could be improved. Limitations of this research include the location of the interview taking place in an event featuring Liv Cycling, which could cause responses to be bias. Other limitations include the fact that responses did come from those within the marketing industry and could not provide a representation of the general public’s awareness and opinion of the brand. A further interview was also undertaken with the account manager of Liv regarding the current status and future of the brand. The limitations of this research include an expected bias. Moreover, a focus group interview was undertaken with a local cycling club to gain more cycling based insight on the brand. The focus group had six participants, four males and 2 females, aged 24-59. The participants were questioned regarding their cycling habits, their brand awareness of Liv and their opinion regarding cycling social issues. The limitations of the research include that only two questions were asked regarding Liv, and the responses were limited to these, as only one participant was aware of the brand. In addition, studies have identified that the format of focus group interviews lack effectiveness at providing an honest representation of each of the participant’s opinions due to the needs for esteem within a group, identified within Maslow’s Hierarchy of Needs. Participants may provide acceptable or politically correct responses in front of their peers to enhance their own self-image (www.simplypschology.org, 2007). This may clarify where similarities in participants responses occur. Secondary research methods included using databases such as Mintel and WGSN to gain a further insight into the health of the UK cycling market as well as trends that are shaping it and sports in general. Research was also centred on cycling-based websites, providing insight into specific micro trends and social issues affecting the sport. Books such as Defining Identity and The Changing Scope of Culture in the Digital Age (Novak, 2016) provided insights into current consumer psychology specifically in regards to digital and social platforms. Journals such as Transportation Research Part F: Traffic Psychology and Behaviour (Lajunen, Özkan, Porter, 2017) provided further insight into the UK traffic statistics regarding cycling.
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Where Are We Now?
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UK Market Analysis Steady Growth. Bicycle sales in the UK are indicating steady growth with around 3.5 million bicycles sold in 2015. Traffic counts suggest that the number of miles cycled in 2015 was around 10% higher than the 2007-11 average although the majority of cyclists use their bikes for recreational purposes only. (Mintel, 2016)
The Rise of the Fitness Blogger. An increasing number of consumers showing reluctance to trust branded content are turning to inspiration from ‘fitspo’ influencers on Instagram and other platforms. This new portrayal of health and fitness as stylish and aspirational is having a major effect on consumer buying habits and attitudes to sport.
The Rise of a Mainstream Middle Class. An increase in income and lower poverty levels in the last decade has led to the emergence of a middle class with higher levels of disposable income that provides the ability for them to make brand choices based on factors other than price.
Effects of Post-Olympic Britain on Attitudes to Sport. Following the London 2012 Games, the success of British Olympians has led to a rise in sports participation, volunteering and economic growth. For cycling in particular, popularity has been aided by the effect of sporting events such as the Tour de France starting in London, the 8 gold medals won by the GB cycling team at the 2008 Beijing Olympics and Bradley Wiggins and Chris Froome winning the Tour de France. Sport and public health campaigns such as the Cycle To Work scheme and ‘This Girl Can’ have also aided this.
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Market Analysis- Macro Trends The Urban Transition. Urbanisation, although considered a long-term trend, has noticeably sped up in pace in recent years with city growth reaching unprecedented levels in emerging markets. It is believed that the exodus from the countryside to cities has been largely driven by a desire for economic empowerment, a result of the neo-liberalist society of today. Of course, this global shift towards urban living has had a huge effect on consumer markets and demand. The need for more accommodation has caused prices to increase and the emergence of a ‘sharing’ society, with the rise of multiple occupancy properties, for example (Euromonitor, 2012). Consumer buying habits have been affected by the need to cut spending budgets due to the rise in cost of living in the city. Less disposable income means that Millennials, in particular, have become more frugal with their spending, often choosing to avoid contracts or purchases that require a large investment of money (ibs.com, 2016).
Marketplace Feminism. An increase in political events surrounding gender equality in the last decade, has led to the prevalence of marketplace feminism. Under this term, feminism becomes a commodity to be purchased, an identity to proclaim and a method of brightening up the appeal of brands through feminist association. Marketplace feminism is often identified as fashionable and feel-good, with recent feminism-centred hashtags and slogans donning advertising campaigns and products. The use of marketplace feminism is controversial to say the least. Deemed by many as a method taken by brands that have previously made women feel bad about themselves to sell products, marketplace feminism now seemingly empowers them for commercial gain. It can be argued however, that it has helped awareness of feminism in society. Controversial as it is, it remains something that is being tapped into by many brands and corporations (inthesetimes.com, 2016).
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Market Analysis- Macro Trends A More Connected World. As consumers seek convenience and mobility, the internet is increasingly being accessed via smartphones and tablets. According to statistics, almost one third of global online consumers now have internet access on their mobile phones. This has led to social media platforms such as Facebook, Twitter and Instagram dramatically changing the way people interact with one another. Today’s most successful brands and businesses are those that keep a successful social media strategy as their top priority (Euromonitor, 2012).
Asia Goes Global. Asia’s overseas investments have previously concentrated on developing countries and a small number of resource-rich developed economies, such as Canada and Australia. Following the economic growth of 2008 in particular, Chinese and Asian investors have begun to shift to North America and Europe. Several Chinese and Taiwanese brands have entered the global arena and are looking to challenge the positions of established international brands. Asian companies’ investments overseas are expected to see explosive growth in the next decade (Euromonitor, 2012).
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Market STEEPLED Analysis The rise and evolution of social networking has led to it becoming a major brand touchpoint (adweek.com, 2015). Rise of post-demographic consumerism. Brands are now increasingly recognising authentic yet more non-traditional demographic segments (trendwatching.com, 2014).
Social
An Ageing British population due to declining fertility rates and rising longevity (21stcenturychallenges.org). Neo-liberalist society, which sees competition as the defining characteristic of human beings and redefines civilians as consumers (theguardian.com, 2016). Rise of the ‘liquid consumer’, using multiple devices to consume simultaneously (trendwatching.com, 2014). The rise of VR and wearable technology has affected consumer behaviour towards logging personal information, especially in sports, i.e. the popularity of the FitBit (trendwatching.com, 2017).
Technological
The desire for high levels of personalised services will meet new intelligent technologies and lead to a new generation of ‘big brother’ brands (trendwatching.com, 2017). The displacement of the screen as the primary way of interacting with digital devices. Voice is believed to be the interface of the future (trendwatching.com, 2017). Rise of artificially intelligent assistants- set to rise in use from 390 million in 2015 to 1.8 billion worldwide by 2021 (trendwatching.com, 2017).
Economical Environmental
Depreciation of the pound sterling, alongside a rise in fuel prices and business rates is making keeping a business in the UK much more expensive (Deloitte, 2017).
It is becoming increasingly important for consumers to buy products which contain natural resources, or have been produced in an eco-conscious manner. Consumers are also looking for ways to reduce their carbon footprint and fuel use (globalissues.org, 2015).
Political
2016 saw the economic, social and cultural impacts of globalisation through the US election, Brexit and the refugee crisis (trendwatching.com, 2017).
Legal
Cycling safety laws have outlined that wearing safety equipment such as a helmet, is not legally binding. The fear of cycling collisions however, is an issue putting consumers off cycling more regularly (cyclinguk.org, 2017).
Ethical
News coverage of widespread doping in British professional cycling is sure to have had a negative effect on consumer’s opinions of the sport (theguardian.com, 2017).
Demographics
The current ageing population means brands are beginning to need to consider their products and ways of advertising to cater for the growing ageing population who possess higher levels of disposable income (trendwatching.com, 2017).
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Market STEEPLED Analysis Effect on Liv Cycling UK Social
Liv should appropriately invest in an effective social media strategy as it is a major brand touchpoint for their consumer.
Technological
Liv should possibly consider wearable technology and VR as an area of future growth.
Economical
Liv will need to ensure that the ROI of its marketing and profits allow it to ‘stay above water’ as a business within the UK.
Environmental
Consumers that are looking for ways to reduce their carbon footprint and fuel use, are a plus for the cycling industry. Liv should look to capitalise on this.
Political
As a Taiwanese brand, Liv should consider how Brexit may affect trading.
Legal
Liv will need to reinforce the safety and quality of their products to reassure the consumer.
Ethical
Demographics
Liv needs to consider the negative effects of coverage of doping in terms of marketing itself appropriately and effectively.
Liv should consider the popularity of cycling with the older population as something to explore further.
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Company Background Liv was born in 2008 in Taiwan, as a women’s specific bike category within the Giant Bicycles range. Bonnie Tu, a previous Giant employee is noted as the driving force behind the brand with the motivation of building a brand where women’s specific equipment was championed, women were encouraged to discover cycling and were addressed with a message and tone of voice specifically for them (bikeradar.com, 2017). In 2014, Liv launched as an independent brand identity, within Giant stores worldwide. Today, Liv is associated with a handful of social media teams worldwide and is beginning to market itself through influencers and ambassadors and other PR methods. It now offers branded cycling accessories and clothing as well as bikes, and is looking to expand its product range further.
“Liv is the first cycling brand completely dedicated to women. No matter the rider’s level or style, Liv provides the best products to help women discover new possibilities through cycling.” (Liv Cycling, 2017)
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Identifying Key Competitors
In regards to market segmentation (i.e. the correlation between bike specificity and price) Liv is positioned as a high price women’s specific brand with very few direct competitors. With few competitors in an unsaturated area of the market, as indicated on the map, Liv are in a strong position for potential growth. The market leaders, are Rapha and Canyon (due to engagement rates, indicated in a subsequent positioning map). The most saturated area of the map is that of mid-price, non-specific bike brands, such as Raleigh and the Boss Bikes Group.
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Key Competitors: Women’s Specific
Liv’s two direct competitors are the Halfords owned brands, LauraTrott and Pendleton. Endorsed by two Team GB cyclists, the brands have the benefit of renowned British sportswoman acting as opinion leaders on the ranges. With each brand positioned slightly differently within the market, they successfully target two market segments within the UK’s women’s cycling market. Pendleton is focused on more stylish and fashion-based products, whereas as LauraTrott places more emphasis on performance and the quality of design features. Liv holds a disadvantage to these two brands as they both offer women’s specific products but at a much lower price point and are also associated with the market leading retailer. However, Liv’s key advantage and opportunity for differentiation is through social media. As these two brands are owned by Halfords, they are therefore only promoted through Halfords social media channels. As a standalone brand, Liv has the benefit of not being directly attached to its retailer, providing an opportunity for it to create its own brand voice and image within the UK.
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Key Competitors:
Engagement Market Leader
Liv’s key competitor in terms of engagement within the UK Cycling market, is the market leading cycling clothing and accessories brand, Rapha. Founded in London in 2004, Rapha has grown from strength to strength in terms of high sales and high social media engagement within the UK. It currently has 298K followers on Instagram. Recently sponsoring Team Sky and medal-winning British Cyclist Bradley Wiggins, Rapha’s key USP is selling ‘the World’s Finest Cycling Clothing and Accessories’ at an appropriate premium price point. A divider of opinions, Rapha keeps to the brand value of focusing on a particular part of the market rather than ‘trying to be all things to all people’(theguardian.com, 2016). Liv should take note of this particular brand value when revising its strategy as a brand, to become a market leader for women’s specific cycling within the UK.
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In terms of consumer engagement, Rapha and Canyon Bikes remain market leaders. Liv is positioned within the mid-range, saturated area of the map as a brand with a relatively high price point and mid-range engagement. In general, bicycle brands are not tending to gain very high engagement rates on social media. This means that with an improved social media strategy, Liv would have very little competition.
298k Followers 83.7k Followers 236,073 Likes 28,064 Subscribers
“(Rapha) is focused on a particular part of the market rather than trying to be all things to all people.� – Simon Mottram, Founder
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Key Competitors: Retailers
Giant, the owner and main retailer of Liv, is currently in a position of particularly low growth within the UK. From 2015 to 2016 revenues fell -5.50% from 60.42bn to 57.09bn. Additionally, an increase in the cost of goods sold expense has contributed to a reduction in net income from 3.84bn to 3.07bn, a -20.24% decrease (bike-eu.com, 2015). Therefore, Giant needs to improve its performance in the UK in particular, to stay afloat in a post-Brexit economy. Internationally, Giant remains relatively successful. Currently, it is the world’s largest bicycle exporter, illustrating the quality and reach of its products.
Giant’s biggest competition comes from the British retailer, Halfords. Currently responsible for one in three bikes sold in the UK, Halfords holds 24% share of the UK Cycling Market. Founded in 1892, Halfords has kept its place on the UK high street successfully for decades possibly due to its ubiquitous brand name and array of product offerings (halfordscompany.com, 2017). Regarded as good value, Giant could successfully differentiate itself from Halfords by offering more than this, possibly placing emphasis on its good product quality and design (giant-bicycles.com, 2016).
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Current Brand Strategy: Above-the-Line
Liv uses global campaigns with empowering hashtags to encourage the building of a community and active social media sharing. The current campaign is coined #ThisIsHowWeLiv, and encourages the sharing of consumer posts of customers using Liv products, taking journeys with Liv bikes and rider selfies. #ThisHowWeLiv is used across all social media platforms and on the Liv websites, placing emphasis on the importance of synergy for the brand. Liv also places a major emphasis on prioritising its use of both local and global brand ambassadors as a promotional method. These ambassadors are strategically chosen to appeal to the brands target sub-groups, professional bike riders, bike racers, and triathletes. Branded social media content is often centred around these ambassadors. Within the UK, Liv only has two locally targeted unpaid ambassadors that they are currently working with, Hayley Warnes, a triathlete, and Juliet Elliot, a bike racer. Liv looks to use the PR method of seeding as a way of working with more ambassadors within the UK in the future.
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Current Brand Strategy: Below-the-Line
Liv currently uses four social media platforms within the UK, with its highest amount of engagement currently on Facebook, with 6,842 likes for the UK Liv Cycling page. Liv uses a large amount of UGC as its main form of promotion, often regram-ing customer posts to act as opinion leaders on the products and build a sense of community. Liv combines this with aspirational imagery of professional cycling and cyclists within their ambassador programme, including Team Sunweb in The Netherlands. Liv also utilises regram-ed promotional material and in-house campaign photography from its retailers, Giant Stores.
1,066 followers 3,395 followers 6,842 likes 1,466 subscribers
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Current Target Consumer: Olivia Smith: Persona
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Social
Resilient
Practical
Familyoriented
Bio:
AGE: 28 OCCUPATION: HR Manager STATUS: Married, 1 young son LOCATION: Richmond, Surrey
MOTIVATIONS Price Comfort Convenience Speed Preferences Loyalties/Rewards
PERSONALITY Extrovert Sensing
Olivia is a HR Manager, married for 4 years with a young son, living in her first mortgaged property. She is a university graduate with first class honours, with a steady financial income that allows her to be more frivolous with her spending. She is practically-minded and enjoys many types of sport from swimming to tennis. She enjoys investing in technical equipment to improve her personal performance and likes to push herself. She fits sporting events and training around raising her young son and working part-time. She enjoys eating healthily and will pay more for her groceries to ensure they are organic. She is already investing in her son’s future financially and is incredibly family-oriented. GOALS: • To push herself to her peak of physical fitness. • To inspire her friends to further pursue sports and become part of a larger community. • To pick up more sports-based that she can pursue with her young son, or husband. FRUSTRATIONS: • Tiredness from work and motherhood limits her ability to pursue her hobbies as often as she would like. • Lack of friends/colleagues to talk to for advice about the technical aspect of her sporting pursuits. • Olivia is frustrated about the social stigmas surrounding women and sport including the lack of representation, and the emphasis placed on personal appearance.
Thinking Judging
BRANDS:
TECHNOLOGY IT & Internet Software Mobile Apps Social Networks
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SWOT Analysis
STRENGTHS
WEAKNESSES
• Women’s specific cycling is an unsaturated market in the UK, offering Liv very few competitors. • Liv Cycling is a brand that although is still very young, is established in multiple countries worldwide. • Liv carries the benefits of being a sister brand to the larger cycling company, Giant Bikes. These benefits include an association of providing quality goods and increased business efficiencies. • Liv carries a strong brand ethos regarding the empowerment of women, in line with recent political and social trends.
• Brand message is diluted through too many social media channels (for each country Liv is stocked, and for each Giant store). • Weak local consumer targeting, with the same campaign imagery used on each country’s Liv social media channels • Too many brand ambassadors have the potential to confuse the brand message , globally and locally. • Brand ambassadors that are unknown out of the niche of professional cycling, may be limiting for the brand.
OPPORTUNITIES
THREATS
• Expand further as a lifestyle brand, offering more brand extensions. • Further sponsorship opportunities, possibly with a wider reach than the cycling community only. Liv could sponsor local government run public health, and women based social initiatives, for example.
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• Not being able to target the right consumer, may lose touch with target consumer whilst trying to expand its appeal to a wider demographic. • Better-known brand celebrity ambassadors being used by other cycling brands. • Other UK brands such as Laura Trott and Pendleton, offering women’s specific bicycles at a lower price point.
Where Do We Want To Be?
Brand Mission & Brand Vision Current Brand Mission: We offer the only comprehensive product collection designed specifically for female cyclists, ranging from beautiful apparel to premium bicycles. No matter the rider’s level or style, we provide the best products to help women discover new possibilities through cycling.
Revised Brand Vision: We aim to become the locally-thinking, globally-targeted market leader for quality women’s specific bicycles and equipment. We aim to continuously champion women’s specific design and set the highest standard for the rest of the cycling industry, in terms of design and innovation.
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Relatability One of the key issues with Liv Cycling, as identified in primary research results, is a lack of brand relatability. Press day interviewees described the brand as ‘too safe’, in terms of its social media content and branding. Furthermore, Liv’s account manager described how the brand was looking to be seen as more accessible in her interview. Relatability can be achieved through an adjusted tone of voice, as a starting point (unramble.com, 2016). This would involve improvements to Liv’s social media content and website features such as Liv Beyond, a blog-style feature offering articles that shape the brands ideal consumer. Keeping localisation a priority as a global brand, Liv should look to address a slightly repositioned target consumer. Michelle Wilson represents the commonplace British women, with a naturally-occurring British cynicism and particular opinions towards sport. Taking inspiration from the successful Sports England ‘This Girl Can’ campaign Liv should look to produce new content for its Instagram feed in particular. The prioritisation of this platform is due to brands now seeing nearly four times as much user engagement on Instagram than they do on Facebook (uk.businessinsider.com, 2017). This content would involve an adjusted tone of voice, using grammar, emojis and hashtags systematically to subtly alter the brand message being perceived by the user. This relays back to not only primary research questionnaire findings indicating that British female consumers often feel self-conscious and underrepresented when it comes to sport, but also to secondary research surrounding how social realism has shaped British media for decades (screenonline.org.uk, 2014). Secondly, this tone of voice would also be illustrated within the construction of a locally targeted Liv Beyond feature on the UK website. Articles would feature topics of interest to the British women, and would have a broader reach beyond cycling to create a much stronger brand personality.
- Press Day Interviewee
Potential Risks • •
Losing the current brand personality and confusing consumers that are already familiar with the brand. Potentially losing brand image of providing professional, quality products by addressing other issues and topics rather than product through their social media.
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New Target Consumer: Michelle Wilson: Persona
Improvements to Liv’s brand relatability would involve targeting a consumer that is more relatable to those that may or may not shop in Giant and are not professional cyclists themselves. Michelle Wilson represents the consumer Liv should target if they want to broaden their reach and heighten their sales within the UK.
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Social
Creative
Fun- loving
Positive
Bio:
AGE: OCCUPATION: STATUS: LOCATION:
24 Sales Assistant In a relationship Kingston, London
MOTIVATIONS Price Comfort Convenience Speed Preferences Loyalties/Rewards
PERSONALITY
Michelle is a retail sales assistant who recently bought her first flat with her partner. She is a university graduate in English but is finding it hard to find a suitable job that pays well enough. Her money is relatively tight, but she is frugal with her spending so always finds ways to treat herself. She is a homemaker, who enjoys reading blogs and watching her favourite vloggers for lifestyle inspiration. Michelle enjoys healthy eating and joined a gym recently. She runs independently but is looking to get involved with more sports. Michelle is down –to-earth and life-loving, this shows within the brands she chooses to invest in. Michelle is a family person and highly values community. She is very much a feminist. GOALS: • To become involved in more sport and find one that fits her perfectly. • To succeed in her career, and live a fulfilled life. • To grow her friendship group and find more people with similar interests to herself. FRUSTRATIONS: • Lack of job security makes Michelle anxious, she’s frustrated by the lack of support she gets as a young woman trying to pursue her dreams. • Money is tight at times, meaning Michelle often has to cut back on certain aspects of her life. • Michelle is frustrated over the pressure being placed on women to exercise to look good. She believes sport should be enjoyable for women.
Extrovert Sensing Thinking
BRANDS:
Judging
TECHNOLOGY IT & Internet Software Mobile Apps Social Networks
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Brand Personality Leading on from this, a lack of brand personality can also be addressed through improvements to Liv’s social media. Following multiple internal issues with regram-ing consumer photos, Liv should look to improve their Instagram content through relatable imagery, similar to that used in ‘This Girl Can’, showing real women and not so much sports professionals. Posts relating to social issues affecting the Liv consumer would also be included, and text posts surrounding pre-existing viral hashtags could be systematically branded. Due to recent changes in Instagram algorithms (socialmediatoday.com, 2017), posts are no longer being displayed in consumers feeds in real time. This is meaning that brands have to rely on other methods of gaining organic growth and retaining consumer attention. This has led to the rise of the Instagram Story, offering frequent updates for the consumer on relevant brand content. This is something that Liv should seek to utilise as soon as possible, with stories being created at press day events, sporting events and behind-the-scenes at Giant stores and PR companies that work with the brand. This will help to provide realism and build upon the brands value of community.
- Press Day Interviewee
Potential Risks • Losing resonance with their professional sporting consumers, in an attempt to broaden their reach. • Becoming undifferentiated from other female based sports initiatives and potentially being misread for promoting ‘marketplace feminism’.
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Brand Awareness The final key issue identified with Liv was a lack of brand awareness. During a focus group at a local cycling club, only one participant could recall Liv. Furthermore, the majority of the press day interviewees had not heard of the brand before the event they were attending. Further research indicated that the reasoning for this may be due to a high number of separate Instagram accounts for the brand, being used simultaneously was causing the brand message to become diluted. Currently Liv possesses over 25 global accounts, posting often the same content. The proposed improvement to this would be to consolidate the 25 accounts to 5. These 5 would be based on the highest engaging audiences, Australia, US & Canada and the UK. A fourth account would be created for an emerging market that Giant has stated that they are looking to target, China (bike-eu.com, 2015). Content would then be specifically targeted for each account, in regards to an appropriate tone of voice and the appropriate social issues to address. The fifth account would remain @livcycling however its content would differ from what it is currently. @Livcycling would represent the global community as a whole, featuring content from the rest of the targeted countries. This will help to keep the brand message as strong and efficiently targeted as possible, whilst also minimising PR and social media costs for the young brand.
Potential Risks • Reallocation of social media accounts, will cause some social media teams to be out of a job momentarily particularly in those countries without a separate social media account, whilst the company reorganises its PR and social methods. • Deletion of accounts may cause consumer confusion. The planned deletion and follower reallocation will then need to be made clear. • Risk of failure to appeal to the new emerging market in China due to political issues between Taiwan and China, as well as issues regarding censorship.
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Strategy Timeline
Process
Time
Adjusting Liv Cycling UK Instagram content
3-6 months
Re-training UK Social Media and PR team.
9-12 months
Adjusting website layout and coding.
Promotion of new content.
Re-aligning global PR and social media teams. Training highest engaging countries on new method of content-making. Creating and building new Instagram account for China, development of accounts on other platforms, finding appropriate influencers.
Creation of ‘Liv Beyond’ specifically targeted for emerging markets, i.e. China Influencers becoming article writers for Liv Beyond, rather than all content being in-house created.
Creation of articles, shooting content.
Consolidating Instagram Accounts
Adjusting other local accounts content, i.e. Australia, America Adjusting influencers to better fit local consumers
Shooting and creating content, scheduling appropriate events, attaining influencers. Creation of UK-based ‘Liv Beyond’
Future Opportunities/Expansion
18-24 months
Consolidating other social media platforms to align PR events centred around newly segmented consumers, i.e. UK only events New sponsorships of local sport and public health initiatives.
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In Conclusion To conclude, Liv Cycling is a young company with a strong brand ethos, that is successfully making itself known globally, although it’s following within the UK is still small. Market analysis has indicated that Liv are in a strong position, with very few direct competitors within an unsaturated market. However, their few direct competitors are currently offering very similar products at a much lower price point to Liv, through the market leading retailer for bicycles in the UK, Halfords. Therefore, Liv should continue to focus on making themselves a locally-thinking, globally-acting brand, improving their UK engagement and content. This will help them to become more accessible to their UK audience and aid their growth and sales within the UK cycling market in particular.
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