IMC Initiative EXECUTIVE SUMMARY TABLE OF CONTENTS

We strive to create a campaign for Giant’s women’s line, Liv, that will SITUATIONAL ANALYSIS create awareness and brand loyalty among our most common audience Company Analysis which is within the demographic 25 to 40 years old, most of whom are inter- Product Analysis ested in sports and health. However, this campaign also applies to beginners Competitive Analysis as the women’s bike is built in such way that is easy to handle and is a good SWOT Analysis way to exercise and use for transportation. The campaign will be successful Current Consumer Analysis as it is mainly nationwide and divided tactically both within distribution of dif- ferent medias and specifically focusing the major biking seasons within STRATEGIC OBJECTIVES different states. More specifically, we propose a marketing strategy in differ- Marketing Objective ent medias but mostly within women’s health magazines and social media. IMC Objective

The social media will for the most part be Instagram, Snapchat and

Facebook but with an opportunity to expand to Twitter etc. When advertising MESSAGE STRATEGY on social media, the users would use the hashtag #howILIV when posting a Creative Brief picture to show Individually and who you are. The rationale that the person who shows the best picture and representation of this will be part of a con- test to a state will great opportunity for mountain-biking and using a Liv bike.

On this trip, everything will be sponsored by Liv. In addition, Liv will sponsor a

Liv festival, where the purpose of the festival is to donate to breast cancer, as we are dealing with women. Each miles a person rides on a Liv bike, Liv will donate 1 dollar pr. Mile to defeat breast cancer. The end goal of this festival is also a grand prize for the winner that rides the most. Hereby the winner will also get the opportunity to be a future ambassador for liv. This festival will increase brand awareness, loyalty and CSR. COMPANY ANALYSIS

COMPANY HISTORY

Established in 2008, Liv is the first collection designed specifically

for female cyclists. Liv is a sub-brand of the world’s largest bicycle manufac-

turer, Giant . Giant was founded by Taiwanese engineer, King Liu, in

1972. The company grew exponentially in 1977 when chief executive at the

time, Tony Lo, negotiated to become a manufacturer for Schwinn bicycles. In

1987, Giant started its own brand of high end bicycles. During the 1990’s,

Giant became the largest bicycle manufacturer in the world, bringing in sales

of $380 million. As of 2017, the company had a revenue of $1.9 billion. SITUATIONAL Liv was founded Bonnie Tu, niece of King Liu and CFO of . Liv ANALYSIS prides itself in being the first of its kind, as it is made by women for wom- en in a traditionally male-dominated industry. Its bikes are built for female

physique with geometry suited for womens’ difference in stature and riding

experience. Female designers and engineers were very prominent in the con-

ceptualization and establishment of Liv products and brand. Tu explained the

necessity of firsthand experience in the creation of a bike for women.

COMPANY CULTURE/MISSION

The ultimate mission of Liv is to “provide the best products to help women

discover new possibilities through cycling” (About Liv). The company strong-

ly emphasizes female empowerment, authenticity, and community. Liv advo-

cates for women to support each other, live authentically, and to appreciate

every moment in life. COMPANY PROBLEMS/CHALLENGES INDUSTRY CATEGORY/OVERALL MARKET TRENDS

Arguably the biggest struggle for Liv is being a female-centric company in an Liv operates in the industry of high-end bicycles, but is the only of its kind industry that is so heavily male-dominated. During an interview with Bonnie that is marketed only toward women. The outdoors industry accounts for

Tu, it was stated that many female cyclists had mentioned feeling intimidat- 2.2% of the world’s GDP according to the U.S. Department of Commerce’s ed or as though they were not taken seriously when buying a bicycle. To rem- Bureau of Economic Analysis. Recent market trends in the cycling industry edy this, Tu created a template for retail space where Liv products are sold include an increase in the purchases of BMX, e-bikes, full-suspension moun- that is more approachable and enjoyable, resembling shopping at a boutique. tain bikes and gravel bikes (Bicycle Retailer and Industry News).

Two of Liv and Giant’s biggest competitors in the are Trek Bi- cycle Corporation and Specialized Bicycle Components. Both companies are COMPANY OPPORTUNITIES based out of the United States, founded in Wisconsin and California, respec- Though Giant is the largest bicycle manfacturer worldwide, both Liv and its tively, so they have the advantage of being local. The two companies also parent company have much room to go in the domestic United States region. have similar lines of women’s bicycles in a similar price range to Giant. The company has massive opportunity for growth by bringing more

Another challenge for Liv and Giant is the broadness of the demographic. manufacturing to the states, as the U.S. has so many prime cycling areas.

Despite being geared toward women, the Liv brand also includes a line of There is also the potential to appeal and attract more women to the sport children’s bikes, and both Liv and Giant market themselves to be inclusive and casual cycling. to cyclists of all levels of experience from road bikes to mountain bikes and cruisers. Having such a broad range of types of bicycles could prove to be a challenge in production, as it would require more machines and possibly factories to manufacture all the different models. PRODUCT/BRAND ANALYSIS BRAND ESSENCE

ATTRIBUTES AND BENEFITS

Liv performs phenomenally in providing women with the greatest cycling experience around the world. Our friendly and welcoming community creates an approachable environment for riders to purchase bikes online or at phys- ical shops. Liv brings a diverse range of bikes that are designed for any type of rider that wants a proper fitted and functional bike. The authentic and last- ing quality that Liv offers in products is fundamental to produce appropriate bike frames, narrower handlebars, shorter-reach brake levers, and women’s seats. Liv also offers a vast range of cycling apparel. All women, from begin- ners to experienced cyclists, are accepted to be their own person. Liv embod- ies independent women who are inspired to live an adventurous life.

BRAND PROMISE/PERSONALITY

The innovation aspect that Liv brings to bicycles is what differentiates the brand from competitors. Our mission is to continuously get more women on bikes. It is imperative that cyclists ride in confidence and comfort while outdoors. Liv has achieved creating a brand solely for women, where they are all welcomed in the cycling community. Every component of the bikes are designed with the intention of making cycling more appealing. The brand promise that Liv serves is striving to provide women with the finest products to explore new possibilities through cycling. Regardless of age, appearance, capabilities, or shape, the Giant’s women’s line, Liv, allows each bike owner to custom their bikes to meet their needs in their overall riding journey. COMPETITIVE ANALYSIS

PRIMARY COMPETITORS makes only beach cruisers, comfort bikes, and road bikes. They cater

Liv’s primary competitors in the United States are Trek Bicycle Copororation toward a much lower price range than Liv, even having bikes for around $100 and Specialized Bicycle Components, two other high end bicycle manufactur- at WalMart and Target. Juliana Bicycles has a dedicated following, but a very ers. The three brands all sell very similar products, as the competitors both small catalog of only four models, similarly priced to those of Liv. Juliana have bikes built for women in their range with nearly identical types of wom- markets their bicycles very similary to Liv, promoting adventure and com- en’s bikes (road, mountain, e-bikes, endurance). However, Trek and Special- munity while cycling. Juliana Bicycles is the sister brand of the much larger ized both have a larger bicycle catalog than Liv. Specialized bicycles are also brand . Scott Bicycles is also a smaller competitor, but in a higher price range, the average price being nearly double those of Liv is well-known among cyclists around the wrold. They offer a similar range of bicycles.The three brands also sell a lot of similar apparel, but Trek has many bikes as Giant, having mountain, road, e-bike, and trekking bicycles. However, more options compared to Liv and Specialized. Trek and Liv also feature sim- they do not promote their women’s line nearly as much. ilar website design and product photography.

Neither Trek nor Specialized Bicycles have separate social media accounts What are your competitor saying and doing to promote their brand? How specifically for their womens’ lines. like Giant does for Liv. much are they spending?

The apparel and gear of the two companies are similar and price. Specialized also does not have a separate social media presence for their women’s bikes, only accounts for Specialized Bicycle’s overall brand.

SECONDARY COMPETITORS

Liv’s secondary competitors include other brands that sell primarily womens’ bikes. These brands are secondary to the primary competitors because they are not nearly as big as the other three brands, and therefore are not com- peting in the same market as Liv. These competitors include Huffy Bicycles,

Juliana Bicycles, and Scott Bicycles. SWOT ANALYSIS SWOT ANALYSIS

STRENGTHS AND WEAKNESSES (INTERNAL)

Liv is the first a global bicycle brand that is completely dedicated to women and is accessible in the market, which is a significant strength. The brand is very inclusive of all women regardless of factors like age, location, and ex- STRENGTHS WEAKNESSES pertise. Liv strives to create a welcoming environment for all female cyclists. Worldwide marketing U.S. Marketing Liv is not as popular in the US as many other brands, but that is why the goal Comfortable environment Seasonal product of the campaign is to increase awareness throughout the States. Although Product quality the quality of the products is extremely high, the high price point is also a weakness as not every individual is willing to pay so much for a bicycle. An- other weakness is the seasonal nature of cycling, which can bring fall in the demand for bikes.

OPPORTUNITIES AND THREATS (EXTERNAL) OPPORTUNITIES THREATS A huge reason for Liv’s success is their claim to fame of being the only bicy- Niche marketing Competitive pricing cle line developed specifically for females. There is definitely opportunity to Domestic growth One time purchase capitalize on this exclusivity. Liv is also due for growth in the United States Expansion into apparel as well as expansion into a market outside of bicycles, such as accessories and apparel.

The greatest threats for Liv are other more competitively priced bicycle man- ufacturers. There are not as many women that are serious about biking as a sport, but rather seek it as an alternate form of transportation and exercise.

They often turn to brands that can be purchased at a non-specialty store.

Bicycles are also often a one-time purchase as they last for many years. CURRENT CONSUMER ANALYSIS

PRIMARY RESEARCH CONSUMER PSYCHOGRAPHICS

Our findings indicate that as a higher end brand, Liv’s largest demographic is Consumers are often attracted to the fresh, young vibe that Liv gives off. Cy- women aged 25-40, with the higher boundary being primarily due to physical cling is generally a hobby to stay fit for most of the consumers, though some and time constraints at an older age. People that purchase Liv bikes often live are more serious about the sport. The warmth and inclusivity of the brand are active, healthy lifestyles and enjoy engaging in sports and physical activities. major drawing factors, as beginners to cycling feel less intimidated and more

They are also generally more experienced cyclists as opposed to beginners inclined to inquire about Liv bicycles without fear of being judged. Liv bicycles and are generally in a higher income bracket with a good amount of free time are high in quality and attractive without being frustratingly pink-washed as so and money to pursue cycling. many products made for females often are.

A majority of the employees of Liv are females with some interest in cycling.

CONSUMER DEMOGRAPHICS They generally live quite active lifestyles and have interest in improving

The majority of Liv consumers are women between the ages of 25-40. They athletic equipment for women like themselves. are generally athletic and have some experience with cycling, whether as a side hobby for fun or as a more serious hobby. Though the majority already have cycling experience, there is a growing number of women that are taking their first leap into cycling that are purchasing Liv bicycles, as well. They are also generally college-educated and in the upper-middle class in terms of income. An increasing percentage of the consumers are located in the U.S., particularly consumers of the Liv line. Being a subline of a massive company like Giant, Liv attracts a wide range of consumers just by the exposure from its parent company. There is currently a quickly growing customer base in the United States as word spreads about the company. Meet Leslie. CONSUMER PERSONA

AGE: 32

OCCUPATION: Hotel Management

LOCATION: Charlottesville, Virginia -> Phoenix, Arizona

LIKES: Dogs, , wine nights with friends, hiking

MOSAIC: Significant Singles

Leslie falls into the category of “Significant Singles” as she is an independent, early-thirties woman living by herself with a stable income. She is currently living in Phoenix, which offers affordable housing and good job opportunities in her field. She is more focused more on her life and career than starting a family. Significant Singles are often categorized as 36 and 64 years old, living alone or with a roommate. Leslie is 32 years old, but fits into the other aspects of the category. A personality trade and life style is also that the customer is very much focused on outdoor activities and staying healthy, which is also consisted with one of the goals with LIV bikes.

VALS: Achiever

Leslie is in middle management is used to juggling multiple tasks at the same time. She is very self-motivated and ambitious, focusing on her career, doing well at her job, and regularly exercising to stay healthy and maintain her overall well-being. As a consumer, her behavior slightly deviates from the achiever persona as she occasionally splurges on things she feels are worth it, such as the Liv bike. She is in the process of buying long-lasting, high qual- ity items as opposed to buying a higher quantity of lower quality yet more affordable products. CUSTOMER JOURNEY MAP

Hanging out Sees stranger Approaches Stranger with friends riding a stranger and recommends asks about bike her bicycle brand and a local store

Employee Store employee Can’t find same Goes to store recommends says that bike model at the website to pur- model is no store chase bike longer avail- able there

Checks website Sees high ship- In store pick- Chooses to STRATEGIC and bike price price and up option is order bike is lower online is discouraged cheaper online and pick than in store to order up in store OBJECTIVES

Employee sets Goes to store Gets call from Has to wait two up and adjusts to pick up bike store that bike weeks for bike bike for free is ready for to be delivered pick up to store

Takes bike Goes on a 5 Feels amazing Gets multiple home mile bike ride riding a brand compliments on a nearby new bike and questions trail from strangers about new bike OBJECTIVE

Our main objective for Liv’s advertising campaign is to engage with active women that are between 25-40 years old. Giant is already one of the most well known bicycle brands in the world, but somehow, not many women know that there is a line that designs bikes specifically built for them. Due to this, our goal is to increase awareness of the Liv brand by 25% within the year. We want to increase the top of mind awareness of not only Giant bicycles, but LIV bicycles specifically.Through research, Giant found that women need a lighter and smaller bike in order to get the most out of it. The aesthetics on most bikes are darker colors and designs, creating awareness that there are “prettier” bikes out there is a big reason we need to create MESSAGE STRATEGY awareness for the Liv brand. Pushing awareness of the Liv female bicy- cle line will benefit the sport of cycling as a whole by giving all women the knowledge that there are bicycles that are suitable for them. Ultimately, we can change the perception of the sport and who can do it. CREATIVE BRIEF

The Liv Brand is not known enough in the cycling community. We want wom-

en to know that there are bikes built specifically for them. Our campaign is

targeting women between the ages of 25-40 who are seeking to discover

new possibilities through cycling. These women are free spirited, and enjoy

pursuing their passions on their bicycle.

Women want to feel unique and confident in whatever they do. The Liv brand

allows them to feel like that while riding a bike.We want to increase brand

awareness by 25% within the next year. We will achieve this goal by pro-

moting a sense of community through a social media campaign using the

hashtag #HowiLIV and through a festival that encourages each participant

to be themselves. The end goal of this festival will be a grand prize of a free

LIV bike to whoever expresses the Liv message the best. Through this, brand

awareness and top-of-mind recognition for Liv will increase.

Liv will deliver high quality, long lasting bicycles for women of all levels of

experience. We promise that women who ride with LIV can achieve their

goals and conquer any path they take on in cycling and life. Liv offers a wide

variety of versatile bikes built for women of all ages and experience levels.

It is the best option for women seeking to push their riding further. The LIV Liv IMC Initiative brand is geared to empower and help women take on any path they desire. If LIV was a person she would be outgoing and adventurous, with an inherent

- optimism in how she sees the world. She appreciates the simple things in life Creative Brief like breathing in and out on her bike. The central idea of the LIV campaign is to Campaign Concept and Direction enable and encourage individuals to take the path they desire, not only on the trail, but everyday of their lives. COMMUNICATION STRATEGY AND ORIGIN

Because cycling is a sport that utilizes the whole body and all the senses, we

want to The campaign will female, and everything that entails. Colors,

curves, beauty, all of the qualities that are unmistakably female. The cam-

paign will be semi-sexy. We are gearing 100% toward women because LIV is

a line of bicycles made by women for women.

We will use female voices and speakers in commercials to make a better

connection with the audience.

The bikes feel will attractive. The goal is to appeal to the things that are at-

tractive about women and emphasize those in the product. I want our cam-

Integrated Marketing paign to feel beautiful and positive. Communication Strategy The campaign will taste like freedom. We are encouraging women to not lim- it themselves and achieve any path they desire to take.

We want the campaign to smell like happiness. To each person, the smell

and concept of happiness is unique, so for the campaign we strive to show

that every person’s goal can be achieved on this tool, which will in turn cause

the consumer to sense their individual smell of happiness. IMC TACTIC: PRINT IMC TACTIC: TV

We plan to advertise Liv bicycles in fitness-based magazines that are mostly Our television advertisemnt will primarily be shown on channels showing geared toward women such as Women’s Health, Shape, Yoga Journal, and sports such as ESPN. This will use the native advertising tactic, as the ad

Experience Life. This will expose Liv to a demographic that is already inter- may at first be indistinguishable from the sports content that was already ested in athletic activities, especially those that might not already own a bi- playing.We are aiming to create awareness within already active people that cycle. Some print advertisements will also feature interviews with fit women may not know of the Liv brand. These commercials would point out the ath- that own Liv bicycles in order to encourage others to want to have that same letic functionality and quality of Liv bicycles. Additionally, we will also ad- experience of loving exercise and staying active. vertise on channels where the majority of the audience are women in order

to create that same awareness to a broader audience. These commercials

would focus more on socialization and community aspect of cycling that

might draw more women into taking up the sport. IMC TACTIC: RADIO IMC TACTIC: SOCIAL

Our radio commercials will sound the way our advertisements look: boldly Integrating social media is important to develop brand awareness and prefer- female. They will feature a strong, powerful female narrator and be aired on ence. Twitter and Instagram will allow consumers to post their photos while local stations in the regions in which we are advertising. The radio ads will be simultaneously spreading the word about the Liv campaign. We will establish short but sweet, featuring our classic Liv slogans and dropping our website the hashtag #HowILiv to promote the brand through multiple social media

URL at the end as a call to action for consumers to check out our website. channels. On Twitter, spreading the hashtag can create a trend for others to

see locally and globally. Social media sites will allow us to gain more expo-

sure and supporters and spread more quickly than any physical campaign. “Live boldly. Live adventurously. Love the way you live with the new line of Liv bicycles.

Made for women, by women. Find us in your or online at liv-cycling.com.” IMC TACTIC: INTERACTIVE/DIGITAL IMC TACTIC: OUT-OF-HOME

For the digital/interactive advertisement, we will create an interactive map The out-of-home advertisements will feature prominent displays in on the Liv website. We will feature and sponsor multiple different female popular biking areas in the regions in which we are advertising. Billboards, cyclists as they cycle around the world. Users will be able to visit the Liv bus stations, and posters will appeal to the eye with striking images of website, find their favorite cyclist, and see an interactive map that shows the women enjoying life on their Liv bicycles and feature short, memorable cyclist’s updates on their journey to wherever they are going. This is a fun phrases like “Liverate yourself,” “Liv in the moment,” and “Liv for a new chal- way to bring the cycling community together, as well as inspire viewers to go lenge.” These eye-catching ads will appeal to the demographic we are hoping on journeys of their own. to reach: female cyclists.

Follow Lindsay’s journey across the United States! IMC TACTIC: GUERILLA IMC TACTIC: EXPERIENTIAL/DIRECT

Our guerilla tactic will be to produce simple, attractive stickers featuring Liv We will put uo kiosks at the bases of popular biking trails and we offer Liv slogans and a link to the Liv website. These stickers will be distributed to bikes to test out free of charge. Customers will be able to engage with the share with others, as well as stuck in public areas such as poles and sticker product directly without the risk of not liking the product. They will have one walls. This is a very cheap and quick yet effective way to advertise. Stickers hour to test it out within certain confines on the trail near the kiosk. After the are very popular among young and older people alike, and people are likely to trial ride, we will offer the customer a subscription to the monthly Liv cata- sport stickers on their water bottles, laptops, bikes, and more. This is basi- log that can be sent directly to their home. This catalog will feature targeted cally free (or very low cost) advertising, and it is extra effective with a visually advertising, promoting the best products Liv has to offer and current pro- appealing design. motions and events in cities where the customer is located. To increase the

amount of subscriptions we get, we will also offer catalogs in bicycle stores

in our designated marketing areas. This catalog will point customers to our

website and social media pages as well as increase sales with customers

being able to order directly from the catalog itself. IMC TACTIC: PUBLIC RELATIONS IMC TACTIC: INTERNAL ROLLOUT

One of the main parts of our campaign is partnering with non-profits to raise Our internal rollout will focus on promoting knowledge and awareness in our awareness for breast cancer, specifically through a bike ride and donating employees before taking any campaign public. All employees will be briefed money. This partnership fits into our vision, as it is a community coming to- with a group meeting and information session on upcoming campaigns so gether in support of women. Not only will this raise money to benefit a great that they are able to go into each event with a complete understanding of cause, it also has mutual benefit of bringing awareness to Liv as a benefac- it. Additionally, before the public release of new Liv bicycle lines, bikes will tor of causes that support women. This will help to establish Liv as a brand be brought on-site to the office to be available for employee use to become that goes beyond cycling and into women’s health and wellness as a whole. familiarized with the actual product. This internal pre-release will also create

Our favorable reputation with the public will likely spread by word-of-mouth a sense of excitement among employees that will spread to their friends, and social media discussion, increasing awareness of the brand. family, and eventually the general public. MEDIA MIX AND RATIONALE

The media mix will include a combination of advertising channels for Liv

including print, television, radio, and social media. Since we will be investing

a lot of funds in the campaign, the media mix must be specific when allocat-

ing funds. Print advertising will occur in magazines, particularly in women’s

health magazines. For radio and television ads, they will be shown on news

stations such as ESPN. Additionally, when advertising on social media, users

will use the hashtag #HowILiv when posting image content that represents

them and the brand.

We want to create a trend that will allow consumers to engage through In- Media Strategy stagram, Snapchat, Facebook, and Twitter. One of the biggest parts of the campaign is the chance to win a contest and earn the opportunity to be

sponsored by Liv. The strategy behind the contest is to continue to bring our

audience together with the purpose of donating to breast cancer. The con-

test will develop an environment of strong desire to win and healthy competi-

tion, which will hopefully benefit the amount of funds being raised for breast

cancer research. Conclusively, the winner that rides the farthest distance at

the Liv festival will have a opportunity to become an ambassador for Liv. Our

festival will strategically be promoted across multiple platforms to sustain

engagement throughout the duration of the contest. The rationale behind the use of the media that we chose throughout this The rationale behind the use of media throughout this campaign is to target campaign is to target the areas that our audience members tune into the areas that our audience members tune into frequently. Since Liv bikes frequently. We didn’t want to limit the audience to women that already cycle, are made for women, our audience is mostly women of ages between 25- as many of them most likely already own bicycles and are not necessarily 40 years old. We found this demographic is generally unaware that Liv bikes looking to purchase a new one. For this reason, we expanded our appeal to exist. Hence, the overall rationale is to increase awareness and brand loyalty all women that may be interested in health and wellness, as this demograph- with women within that demographic and increase the likelihood of purchas- ic is likely to pick up cycling as a side sport or hobby. ing Liv bikes relative to our competition.

Since Liv bikes are made for women, our audience is mostly women of ages between 25-40 years old. We found that this demographic is generally un- The timing for our advertisements were based on the fact that in the majority aware that Liv bikes exist outside of people that have a lot of knowledge and of the places we are choosing to target, cycling is a seasonal sport. Hence, experience in cycling. Hence, the overall rationale is to increase awareness we would like to promote the campaign in several women’s magazines and and brand loyalty with women within that demographic and increase the like- health magazines on a seasonal basis. The entire campaign is spread out on lihood of purchasing Liv bikes relative to our competition. a 12-month plan attempting to incorporate as much traditional media into

the places that have the weather for the sport. Throughout these 12 months,

the different means of advertising will be used i.e. print, social media, and

television will be distributed tactically. We strive to advertise mainly directly

before and throughout the biking season in each of the locations we selected

which is for the most spring to autumn. We will start a few weeks ahead of

the actual season to give time for the word and excitement to circulate prior

to the busy season.

MEDIA FLOW DIAGRAM Our cost for the methods listed in the campaign is $274,800. The majority of COST + PIE CHART this budget will go towards TV advertisements and the breast cancer aware-

ness festival. Social media, print, interactive/digital, and radio advertise-

ments will also be put into our use, but we are hoping to reach the broadest

audience through TV advertisements, and especially reach the demographic

that we are targeting. We are also planning on making an additional donation

to be used towards breast cancer awareness and research, and we will also

match donations at our festival made by the public. ASSESSMENT MEASURES

With this campaign in action, we expect a growth in social media following

and interaction, increased sales in the United States, and a larger consumer

base in the regions in which we advertised. This growth will also hopefully

spread to other regions by word of mouth and online sharing.

As we are advertising not only to current bike enthusiasts, but also beginners

or people who will potentially take up cycling, we expect an increase in both

first-time purchases and additional purchases.

Additionally, we expect an increase in the quantity of impressions and views

our posts receive. We are not just pushing to sell the product; we are selling Measurement and Analytics the Liv brand and expect that consumers won’t just buy the bikes, but will also engage with Liv online. With this in mind, likes, comments, and views

of Liv social media posts will most likely increase during and after the cam-

paign, with sales to follow. METHODOLOGY

Giant is already a major contender in the worldwide, and we are hoping to bring more awareness to the Liv brand in the North American female cycling community. Keeping in mind our goal to increase awareness by 25% over one calendar year, we will measure success with various methods. This will include social currency like impressions and shares on our content, followers on social media, and increase in sales in the regions in which we are advertising.

We will follow the growth of the Liv consumer base in the United States throughout the course of our campaign and the months following. Due to the Future Recommendations seasonal nature of cycling as a sport in many areas, we will also continue to track the changes in consumer awareness during the bicycle season of the following year. This will give us a more accurate representation and mea- surement of the effect of the campaign on the female cycle community in the United States. THE NEXT STEPS REFERENCES

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