Brand Recognition in France
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sandranian
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Brand Recognition in France
According to this survey, "Gitane" enjoys high brand recognition in France. So why market them as "Definitive"? The research was conducted in 2007/2008.
Last edited by sandranian on Tue Nov 08, 2011 1:29 pm, edited 1 time in total.
Because they are a very long way behind Pug and Decathlon.
It seems as though most of the resources go to their primary brand, Bianchi. Perhaps they just don't want to invest in R&D to improve the bikes themselves. Re-branding is perhaps a more cost effective way to increase market share without making major changes to the product? Scrapping such a well known brand is a big call, but they have taken a few years to slowly phase this in, and I would expect that they have been getting consumer feedback to quantify the 'recognition' differences for Gitane and Definitive. Let's face it, they make low end bike primarily. Ask any kid under the age of 30 if they prefer old fashioned Gitane, or modern Definitive. I wonder if that survey asked about Gitane only, or Definitive/Gitane?
Still, I think it's a poor long term decision. Why not invest in re-building the brand as it has such a long heritage?
It seems as though most of the resources go to their primary brand, Bianchi. Perhaps they just don't want to invest in R&D to improve the bikes themselves. Re-branding is perhaps a more cost effective way to increase market share without making major changes to the product? Scrapping such a well known brand is a big call, but they have taken a few years to slowly phase this in, and I would expect that they have been getting consumer feedback to quantify the 'recognition' differences for Gitane and Definitive. Let's face it, they make low end bike primarily. Ask any kid under the age of 30 if they prefer old fashioned Gitane, or modern Definitive. I wonder if that survey asked about Gitane only, or Definitive/Gitane?
Still, I think it's a poor long term decision. Why not invest in re-building the brand as it has such a long heritage?
Kind Regards,
Wisey
Delta Dreamin'
Wisey
Delta Dreamin'
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sandranian
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Exactly! But I will bet they are following the numbers of some marketing agency.
The way I look at it is that when the combined governments of most of Europe, the UK, USA and all their subservient Western partners (i.e. Australia et al) cannot run their own economies in a sustainable fashion, why should we expect Cycle Europe to make sensible long term decisions?
The way I look at it is that when the combined governments of most of Europe, the UK, USA and all their subservient Western partners (i.e. Australia et al) cannot run their own economies in a sustainable fashion, why should we expect Cycle Europe to make sensible long term decisions?
Kind Regards,
Wisey
Delta Dreamin'
Wisey
Delta Dreamin'
