TIMELINE 1934 - Hans Trunkenpolz Founds KTM in Austria 1951 - R100 - - PowerPoint PPT Presentation

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TIMELINE 1934 - Hans Trunkenpolz Founds KTM in Austria 1951 - R100 - - PowerPoint PPT Presentation

Jan 13, 2024 115 likes •309 views

TIMELINE 1934 - Hans Trunkenpolz Founds KTM in Austria 1951 - R100 | First Motorcycle for KTM 1978 - KTM America Established 1990 - Splits Into Four Core Industries 2005 - Polaris Partnership 2007 - Red Bull MotoGP Rookies Cup 2012 - 200

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SLIDE 1
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TIMELINE

1934 - Hans Trunkenpolz Founds KTM in Austria 1951 - R100 | First Motorcycle for KTM 1978 - KTM America Established 1990 - Splits Into Four Core Industries 2005 - Polaris Partnership 2007 - Red Bull MotoGP Rookies Cup 2012 - 200 Duke | First Street Motorcycle

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SLIDE 3

PRODUCTS

Motocross(MX) Enduro Supersport

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SLIDE 4

CURRENT MESSAGES

“Ready To Race”

Orange = KTM

“Ride Orange”

“Fastest Growing Motorcycle Brand in the World”

“Unbound”

“Capturing the Spirit of Adventure”

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SLIDE 5

CONSUMER PROFILE

Generation Y/Millennial Males (18-25 Years Old) Marital Status: Single Average Income: $20,000-$30,000 Passionate & Adventurous Competitively Driven They Buy For: Power, Quality, Performance Always “Ready to Race”

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CONSUMER INSIGHTS

“Great stock setup. Comes with good suspension and hydraulic clutch” “Dirt bikes and supermotos” “Dirt-bikes, parts” “Dirt bike” “Quality, always on the podium at the major races, I've owned 3 myself and they are very well-built bikes.”

When asked, the top two most important things a bike must have is performance and price.

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SLIDE 7

RESEARCH 71% of participants were not aware of the brand KTM

Only 2 of our participants named KTM as one of the “Big 5”

47% were only willing to spend $6,000-10,000 on a

quality bike

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SLIDE 8

MARKETING OBJECTIVES

By the year 2017, KTM plans to:

Increase brand awareness by 15% Increase market share value to 7% Expand its growing market in street motorcycles Increase sales in both top KTM bike product categories by 12% Inform the Target Market

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SLIDE 9

CREATIVE BRIEF

CONSUMER INSIGHTS “I need a bike to take me to Point A to Point B the quickest” “A full equipped and fuel efficient bike is much needed” “I need a bike that fits me the best” AUDIENCE PROFILE Primary: Competitive 18-34 Millennials Secondary: Competitive 18-25 Millennials in Their Prime Racing Years TARGET MESSAGE Shred the terrain, perform faster with a lighter and more equipped bike. Join the circle of race-winning and class-dominating off-road motorcycles.

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CREATIVE BRIEF

POSITION Performance and Adventure Bikes Lightweight Material and Fuel Efficient TONE Aggresive Exciting Life On the Edge Thrilling Winner-Mindset MANDATORIES Motorcycles, Price, Color

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ADVERTISING MEDIA

BILLBOARDS

Top 10 Motocross tracks in the U.S. for 2 Years

POSTERS Motorcycle stores such as Cycle Gear & Power Sports 200 with Monthly Changes MAGAZINE

Dirt Rider and Sport Rider

12 Issues Per Year

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SLIDE 12

DIGITAL MEDIA

Hulu Plus 6 Million Account Users Ads between cuts Instagram Ability to Share on Facebook, Tumblr, Twitter Post Around Competitions 300 Million Users Snapchat International Six Day Enduro 1st, 4th, and 6th Day During Event

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SLIDE 13

SALES PROMO RECOMMENDATIONS

(Product Placement)

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SLIDE 14

NEW CHARACTER

KTM EXC 500

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SLIDE 15

EVENT MARKETING

Snapchat Story

  • Live action feed on 3

different days of International Enduro

  • 3 Pro-Riders strapped with

GoPro

Coverage

  • Snapchat has over 500

million viewers per day

  • Global Awareness
  • International Six Day Enduro

gives a name for KTM

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SLIDE 16

PR RECOMMENDATION

CONCEPT:

  • Attendance: 900,000 over 11 days
  • 75-acre Grounds

STATS:

  • 37% ages 18-34
  • 47% single
  • 48% without children
  • 54% annual income $25k-$99k

2014:

  • 687 media outlets covered the event
  • 63 major media outlets shared international media

coverage

ONLINE COVERAGE:

  • 3,910,858 total online visitors over the 5 months

leading up to the festival

BENEFITS:

  • public awareness, demonstrations, sampling,

giveaways, and lead generating activities ON-SITE:

  • motorcycles and small track for attendees to

experience the thrill of KTM

  • Giveaways: hats, bags, flyers for social media
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SLIDE 17

BUDGET

Advertising Media (Large Billboard) 10 tracks* $5000/ billboard *12 months 1,200,000 (17.7%) Advertising Media (Poster) For 200 posters per month. ($2,500)12 months 60,000 (.9%) Advertising Media (Magazine ads) $7,970 x 24 issues 191,280 (2.8%) Digital Media (HULU) 3% * 6,000,000 180,000 (2.66%) Digital Media (Instagram) 75,000 (1.11%) Digital Media (Snapchat) 4,500,000 (66.52%) Sales Promotion 50,000 (.74%) Event Marketing 3,000 (.04%) Public Relations 505,400 (7.47%)

Total $6,764,680

BOTTOM LINE