Cutting Edge !!

Hi-Tech Bikes

Algo Group 3:
Ahmer Khan PGP13/129
Neha Kadiyan PGP13/ 222
Neha Verma PGP13/283
 Introduction

• Bicycles are used both for transportation as well as recreation

• The most popular types are mountain, road and hybrid
• High tech Bike market in India: Presently dominated by MNCs
• Region divide:
– South and west India: considered best markets due to health
conscious people
– North India: status sensitive
• Political uncertainties:
– In 2007, government tried to allow 51% FDI in sports good but could
not go ahead due to political opposition.
– UPA government is again trying to bring back this proposal
 Firefox
• “Designed in UK and manufactured in Taiwan to the highest
international standards”
• Domestic brand
• Gained focus by being official transport provider for Delhi auto
Expo 2010
City Bike (Road Fox) Hybrid Bikes
•31 models •3 models
•Rs. 3,620- 10,770 •Rs. 3,620 – 7,340

PRODUCT
Mountain Bikes Kid Bike
•9 models •10 models
•Rs. 4,780 -8,390 •Rs. 3,650- 4,350
 Firefox(contd..)

Distribution Strategy
• Sells through its bike stations : 33 in number covering all major cities, with
headquarters at Noida
• Also deals with schools and adventure sports companies for the supply of
products in the championship range

Marketing Strategy
• Focus on product based marketing
• Provide supplementary services/products in form of accessories and
customization
• Exclusive biking clubs : customers can interact and share ideas
• Sponsorship: A cycling event held every last Friday of the month in Delhi
• Publicity: Team participates in the mountain bike rally MTB Himachal-
organised yearly by the Himalayan Adventure Sports and Tourism
Promotion Association
 Decathlon

• Major French sporting good chain store, with

stores located throughout the world
• Motto: “high quality, easy to find and are light
on the pocket”
City Bike Hybrid Bikes
•2 models •3 models
•Rs. 13,000- 15,000 •Rs. 11,000-19,000

PRODUCT
Mountain Bikes Kid Bike
•9 models •6 models
•Rs. 10,000-55,000 •Rs. 7,000- 9,000
 Decathlon (contd..)

Distribution Strategy
• Sells online on website as well as through outlets
• Online resellers: playground online, lifemojo
• Brick and mortar resellers: Bangalore, Mumbai, NCR,
Manali, Rishikesh, Hyderabad, Pune, Coimbatore,
Chennai, New Delhi, Leh-Ladakh

Marketing Strategy
• Emphasis on brand marketing
• Innovation in related diverse sectors: creation of lines of
technical clothes, sport wear, etc.
 TI cycles

• Owns brands like BSA and Hercules

• Have opened premium retail outlets “ track and trail” , covering 30 cities
• Brands in high tech bikes: GT, Mongoose, Bianchi, Cannondale, Schwinn
• Provides customized bicycles(colours) for the bicycle lovers

City Bike Hybrid Bikes

•14 models •14 models
•Rs. 39,000- 1,64,800 •Rs. 16,500-23,500

PRODUCT
Mountain Bikes Kid Bike
•16 models •4 models
•Rs. 14,000-1,10,000 •Rs. 9,190- 17,000
 TI cycles (contd..)

Distribution Strategy
• Track and trail covers 30 major cities of India
• Nation wide presence: Network of around 1,500 direct
dealers and more than 10,000 indirect dealers

Marketing Strategy
• Focus on Technology marketing
• Leveraging on popularity of establishes brands
• 'BSA GO' stores
• A one-stop premium shop for all bicycling and fitness
requirements
• Sponsoring events like cyclothon, Himamchal MTB,etc.
 Purchase Decision
• Discussions on forums like cyclists.in 
• Indian consumers relatively prefer light weight bicycles, which is not
tiring
• Price
– People are still price conscious, but want lot of features
• Reliability/Servicing - paucity of trained mechanics, cycles should
require minimum maintenance
• Prefers physical as compared to online sale
• Incorporation of global innovations: awareness has increased with
rise in use of internet
• The retailer/expert is also a heavy influencer
– in the multi-brand store, he may look more at his margins
– in single brand stores he can help choose the model more
suited
 Recommendation

Firefox
• Improve servicing standards
• Can consider launching mountain bikes for women
• Introduce higher premium bikes

Decathlon
• Expansion of product portfolio
• Increase brick and mortal network (Indian customers still not
comfortable with buying online premium brands)
• Give more technical details about the product during online purchase

TI cycles
• Using existing distribution network to increase track and trail network
• Add more customization along with color
 Resources

• http://www.bestmindwins.org/arvind-jain-5-future-of-
bicycle-business-in-india/725/
• http://www.firefoxbikes.com/trek.php
• http://www.business-standard.com/india/news/firebox-
bikes-plans-importuk/260310/
• http://www.bumsonthesaddle.com/aboutOurBikes
• www.decathlon.in
• http://www.financialexpress.com/news/foreign-
investment-in-multibrand-retail-gets-pmo-push/680785/0
• http://www.trackandtrail.in/default.asp
• www.cyclists.in Thank You !!