Scenario 8-2 The Easy-Ride Bicycle Company Manufactures Three Wheeled and Broad Tire

question 21

Multiple Choice

Scenario 8-2
The Easy-Ride Bicycle Company manufactures three wheeled and broad tire two-wheeled bicycles primarily for the retirement market. Seniors who want to exercise regularly and live in retirement communities where there are clearly designated and safe bike paths are their primary target market. Seniors - especially Baby Boomers - like these recreational vehicles because they are easy and safe to ride. They have had some success in locales like Naples, Florida and Palm Springs, California where such communities abound. Easy-Ride now wants to expand from this initial positive consumer reception to other retirement enclaves. They have learned from two well-conducted consumer research studies that the main way male retirees buy the Easy-Ride products is through the urging of wives who want to exercise in some additional way than playing golf.
Easy-Ride decides to engage an ad agency to capitalize on this consumer insight and promote their bikes to newer golf-course communities that abound in both states. They ask two agencies to pitch for their business and give each a meeting in which they convey the information above.
Agency A is based in Fort Myers, Florida and insists that their creative team is best suited for promoting Easy-Ride. They tell the prospective client that this team is well versed in advanced animation techniques and can dramatize the features of Easy-Ride's two and three wheeled bikes in a dynamic way that focuses on how fast they can go and how they can "transform the ride" into an adventure - to appeal to the male consumers who need to be persuaded away from the golf course. They suggest following this initial display of product prowess to the men with a campaign that demonstrates how the bikes can be customized to be more "comfortable and attractive for the ladies," including pink seat options. They ask whether the brand name can be changed to "something more exciting."
Agency B is based in Los Angeles, California and promises to serve as Easy-Ride's branding partner. They assert that their creative philosophy is centered on long term brand building and propose to apply the research based consumer insight that women want to use the bike to entice their husbands to leave the golf course once in awhile for alternative exercise to developing the right message. They suggest that their successful work building regional appreciation for brands such as Sea-Doo water vehicles and Ski-Doo snowmobiles indicates their prowess in branding similar but not directly competitive brands. They emphasize the difference Easy-Ride as a brand offers in the recreational ride category, the different consumer target than other brands, and compliment this prospective client on how appropriate the brand name is given its customer base and likely target consumer.
-(Scenario 8-2) Easy-Ride chooses Agency B to be their agency. What are the likely reasons?

• A) Agency B understood that key task was to make a brand connection to the consumer
• B) Agency A was in Florida which is a smaller state than California
• C) Agency B was in LA and the client liked that city better, anticipating work meetings there instead of Florida
• D) Agency A suggested changing their brand name, which already had a small but good image

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Definitions:

Collectivism

A cultural value that emphasizes the priority of group goals over individual goals and the importance of cohesion within social groups.

Freudianism

A theoretical framework based on the ideas of Sigmund Freud, emphasizing unconscious processes and childhood experiences in shaping behavior and personality.

Cultural Products

Items or artifacts that are produced within and are representative of a particular culture, including art, literature, music, and traditions.

Individualistic Cultures

cultures characterized by a focus on personal goals and individual achievements over group goals, emphasizing personal autonomy and self-expression.