1. Nathalie Ertlé Charly Fievet Laura Loustalot Tatiana Sanichanh

2. “be chic, be safe” CYKLE is a company specialized in producing fashionable and safe cycle accessories. The “K” of CYKLE comes from “kuklos” (ancient greek: ring or circle)

3. PESTEL Political ☞ Safe travel Economical ☞ Cycle market ☞ Economic crisis ☞ Niche market Social ☞ Fashion

4. Technological ☞ Competitors’ innovation ☞ Sport innovation accessories Ecological ☞ Production conditions ☞ Cycling = ecological transport Legal ☞ Safety laws ☞ Laws for production ☞ ISO norms PESTEL

5. MARKET RESEARCH The UK bicycle market and its projection Source: Mintel Bicycle UK Market March 2014

6. MARKET RESEARCH Cyclist in the UK Source: Mintel Bicycle UK Market March 2014

7. MARKET RESEARCH Use of helmets Source: Mintel Bicycle UK Market March 2014 39% own a cycling helmet 27% use one regularly 14% of men own a helmet but don’t wear it regularly 11% of women own a helmet but don’t wear it regularly

8. OUR PRODUCT KOKOON is a revolutionary helmet which provides security and design

9. SWOT Strengths  Safe  Fashionable  Innovative  Practical  Customizable  Niche market  Original Weaknesses  Expensive  Niche market  Unknown concept Opportunities  Cycle market  Fashionista market  Security law  Customisable  New on the market Threats  Competitors  No trust in the product (no proofs)

10. COMPETITORS Direct competitor Fashion helmets brands Fashion cycling competitors Other competitors Hövding Bern Giro Pro-Tec Sawako Furano Yakkay Cyclechic.co.uk Velorution.biz Bikebelle.com Cyclodelic.com Halfords Evans Decathlon Wiggle

11. DISTRIBUTION CHANNELS John Lewis Urban Outfitters Concept stores as “Look mum no hands”

12. SOSTAC Situation A new brand offering a new product Objectives To optimize and broadcast our storytelling. To get known. For our targets to remember our name. To know where they can buy our product. To be seen as the most fashionable & safe cycling accessories brand. To attract retailers. To double our £5 millions investment.

13. SOSTAC Strategy Out of £5 millions investment £750.000 on communications Our product’s price : £600 Goal: get benefits & double or investment Meaning: Have to sell more than 15 000 units

14. SOSTAC Tactic Plan to be present on every social platform & focus on a strong PR campaign Action Create a CYKLE Space at John Lewis. Work on SEO Create a strong PR campaign Create surveys to get people’s opinion on helmets. Build a strategy for the coming years

15. SOSTAC Control Measure the effectiveness of our marketing communications plan with Key Performance Indicators (KPI) Financial KPI Marketing KPI Online marketing KPI

16. TARGET ☞ Fashionistas ☞ Commuters/professional men & women ☞ Gay market (fashion leaders)

17. POSITIONNING brings the most fashionable & safe cycling accessories.

18. RESEARCH MARKETING ☞ Focus groups ☞ Survey ☞ Beta test

19. MEDIA TARGET Fashion & lifestyle Gay mag Bikes News

20. MEDIA STRATEGY PR operations ☞ Surveys ☞ Stunts ☞ Launch party

21. MEDIA STRATEGY Social media ☞ Video presenting our product ☞ Launch party ☞ Feeding social feeds on a daily basis Website ☞ Our website is responsive design ☞ Platform available to allow customers to customize their helmets ☞ Cykle.com Cykle.com

22. PROJECTIONS YEAR 1YEAR 2YEAR 3 PR campaign + Website with responsive design Online advertising + New accessories (jacket, umbrella) Partnership with a fashion designer + TV advertising campaign + Print & outdoors Our ultimate goal is to open our own shop on YEAR 5

23. PLANNING February 2015 March 2015 April 2015May 2015 Surveys realization Launch website Broadcast surveys on the news StuntWed 22 nd Broadcast stuntMon 27 th Launch party at John Lewis Sat 2 nd Launch at all retailersMon 4 th

24. BUDGET

25. Thank y u