Brand Marketing of Electric Flyer Bikes - Essay Example

Sur Lecturer Electric flyer bikes Cycling is undoubtedly a simple formula with a simple concept. One get out what he/she put in. Withthis concept in mind, new generation of travelers in Switzerland and the rest of the world are discovering that they can travel faster and further on electric flyer bikes, without a sweat, not unless they want to. Electric flyer bike has evolved from boxy runarounds with weighty batteries to a reliable electric-bike design within the past five years due to the increasingly discerning consumers (Miller, Klaus & Reto 24-2). Older buyers are becoming more design-conscious and flyer bike market reaches to younger consumer. Therefore, the style of flyer bike as well as substance is getting to the fore. Currently, there is little research about the background of existing users for electric flyer bikes. The available studies reveal that the greater part of flyer bike users can be categorized in two major groups: 65+ years old people and commuters. However, the average age of electric flyer bike buyers is decreasing. This is most likely to be due to the rising number of commuters using flyer bike and/or latest target groups finding out this new mode of transport. Research reveals that those who use flyer bikes cycle over longer distances and often cycle faster. Consequently, people in Switzerland and the rest of Europe made less use of conventional bike as well as the car. When the research was being done, the respondents thought that electric flyer bike were mostly fit for the physically impaired people and the elderly people, whereas they found flyer bike less suitable for the other target groups like parents with young children or commuters. Flyer bike users in Canton Basel-Stadt had a mean age of 49. Previous research shows an equal distribution between women and men users of flyer bikes in Switzerland. However, in the age group 20 -39, women shown a greater share, while among 65+ men in Switzerland were over-represented. The level of employment users of flyer bike was very high with unemployed users being underrepresented. Both their education level and gross income were above average. They also lived in larger households compared to the rest of Basel population. The electric bike is undoubtedly appropriate alternative means of transport and it can be easily used to convince die-hard car drivers to depart from their vehicle when covering short distances since it overcomes many “popular” objections against bike cycling. Interest in flyer bikes has sprung to a large extent in Europe from a fact that cycling is now easier and more comfortable. Electric flyer bikes are used in UK, Switzerland and Germany as an additional mode of transport as they generate no additional traffic. The growing concern for the usage of an environmentally friendly way of traveling as well as the rising cost of car usage definitely creates a platform that compel car drivers to swap their car with an electric flyer bike for certain trips. Commuters only go for the car instead of the flyer bike only if they have to travel a distance of more than 7 kilometers. The mean speed of an electric flyer bike is 24 km/h, compared to a 17 km/h for a normal bike. Since electric flyer bikes make rides easier, quicker, and with no transpiration, and commuters trips up to 15 kilometers one way are still within reach. Employers find it easier to incite their employees to utilize flyer bikes for commuting, for example by participating in an existing tax incentive schemes for instance allowances for commuting by bicycle or company bikes, by including flyer bikes in mobility plans or by leasing electric bikes. Flyer bikes are accessible for all sorts of commuters. They make cycling a bit easy, regardless of fitness status or physical condition. They enable riders to tackle hills and headwinds without minimal effort. Flyer bikes can easily hit an average speed of 19 km/h, which is considerably more than the mean speed of public transport or cars in city traffic. They can reach to work without requiring a shower on arrival. The usage of a flyer bikes is common in Netherlands and some European countries because it improve user’s physical condition without much strain, which consequently results in reduced sick leaves. Professional Groups who require to travel most of the time over short distances when accomplishing their home delivery services normally opt for flyer bikes to reach their destinations. Grocers, butchers, bakers and fishmongers, re-develop this service to their customer in an attempt to set themselves apart from their competitors and also to enhance their customer relations. While in earlier days, these people would have used moped, today a flyer bike will prove to be effective and fast whilst being quiet and clean. Consequently, this will impact a positive contribution to social responsibility of Employer Company. Moreover, the pizza-boys in western countries while doing food delivery services to homes, are abandoning mopeds to explore the benefit of flyer bikes. Lawyers, real estate agents, doctors, bankers, and couriers are also putting flyer bike into use as this make their professional trips more reliable, faster, and enjoyable. For example Copenhagen Climate Conference in 2009, at the Avenue Hotel availed flyer bike to their guests as way of “greening” their stay. This is an example of a rising number of hotels that have availed fleet of flyer bikes for their clientele. A number of businesses utilize flyer bikes to comfort and ease their clientele movements, which mostly exists of business people. The flyer bikes allow them to reach their meetings destination on time. With that, new firms are emerging which offer flyer bike fleets to hotels, companies, tourist businesses, and local councils. Police officers patrolling by flyer bikes are becoming an exceedingly familiar sight in a number of European cities. The flyer bikes are easy to maneuver, quiet and also enable fast pursuit regardless of the traffic or terrain. However, police officers posses additional special techniques to use such as vehicles in the fight against crime. More significantly, flyer bikes have a say to their image and therefore they appear more approachable compared to their colleagues in cars. A good number of voluntary firemen utilize flyer bikes when they get an emergency call since this is the fastest mode of transport to their work station. Moreover, firemen concerned with prevention also use flyer bikes to call on visit. Certain flyer bikes on the market are customized for police forces and for firemen. These flyer bikes make their job easier while speeding up their interventions. Many European postal services already have flyer bikes on the road, among of which is in Germany, Denmark, UK, the Netherlands, France, Italy, Finland and Austria. The Belgian “De Post”, in 2009, had come into agreement with WWF to emit 35% less carbon dioxide by 2010. As a result, De Post is currently testing flyer bike with an aim of replacing their current mopeds fleets. Of course, flyer bikes for postal services require to be particularly designed for their weighty duties. Several business companies have incorporated such models in their range. The extra strong flyer bikes are set with special features for example bags and racks to carry the post as well as a special stand and stabilizer to thwart the front wheel`s possibility of tilting during standstills. Electric flyer bike are also extremely suited for civil politicians and servants who on a regular basis have to cover short distances to work. Flyer bikes allow them, without sweating and getting out of breath, to ride regardless of the ground being hilly or flat. Forts the past year, a good number of bike manufacturers have entered into the electric flyer bike arena, making slick, powerful and lightweight bikes. Regardless of misconceptions, electric flyer bikes allow commuters to expand their range safely while arriving at the office smelling fresh, and still getting exercise. Yes, one still has to pedal a flyer bike and lower their carbon footprint. Flyer bikes are also efficient and are used for running errands and towing things for people with physical ailments (Fodor 23-25) Electric flyer bikes are in the mainstream in UK and Switzerland (Steves 12-14). According to the Swiss News, a store clerk at a huge bicycle retailer in Zurich, revealed after users lamented about dearth of quality flyer bike brands available in America, the problem in Switzerland is far from a lack of manufacturers as it’s just the exact opposite: too many. An estimated of over 30% of sales of bicycles made in Zurich were electric flyer bikes. Walking around Zurich is astonishing, everywhere you look there exist an electric flyer bike locked up and/or zipping by. However, it hasn’t for all time been this way though. Flyer bikes began to take center stage in Europe about 6 years ago, and accelerated significantly in the last 3 years or so. Currently in Eurobike, over half of the show space dedicated to bicycles is left for electric flyer bikes, a very sure sign of how confident the industry is nowadays.  What this implies for life in Zurich is very clear. Whereas urban cycling has broad participation, electric flyer bikes are increasing places traveled to and fro as well as the demographics of riders. Electric flyer bikes were first introduced in London through a partnership between Ultra Motors and Hertz. The London electric flyer bikes moves at a maximum speed of 15.5 mph. However, electric flyer bikes usage in Spain require customers to receive full training, helmet and a lock. There are no precise statistics accessible for the production, import, sales, and export of electric flyer bikes in the European Union. However, as for EU sales, there exist various estimates as shown below. Extra electric flyer bikes sold over normal bikes sale in 2008-2009 Year 2008 Year 2009 Germany 100,000 150,000 Italy 10,000 30,000 Netherlands 140,000 210,000 UK 7,800 15,000 The European Union is currently the second largest market for flyer bikes in the world after China. The exceptionally high sales volume seen in China is as a result of the fact that a greater number of cities opted to legally outlaw petrol engine mopeds together with scooters. People in China had no other option readily available than to opt for flyer bikes. Currently, the darling of European flyer bike market is Bosch. It was introduced to this market in 2010. Bosch is currently experiencing a rising roster of manufacturers. The Bosch is nothing but a mid-drive system, implying the motor drives its front chain ring, while taking advantage of the rear gears. Its popularity, as revealed by its manufacturers, is caused by combination of great reliability, quick to market innovation, competitive pricing, and, most importantly, its performance. Electric flyer bike come in different brand, Kalkhoff Bike is perhaps considered the Mercedes of electric flyer bikes. Kalkhoff has always been offering European cyclists with towering quality of bikes for 10 years and currently they are available in America (Bibee, John & Paul 12-15). It is among the most efficient electric flyer bikes on the market. This sort of flyer bike uses Panasonic Pedelec brushless motor, which is the highest rated electric motor now available. At a moderate setting, one can expect to obtain over 49 miles from a full charge. Cyclists like the fact that Kalkhoff appear like a normal bike. It has a lightweight aluminum frame and Shimano components as well as a continental puncture-resistant tire- the motor never the only staff that’s top notch concerning this bike. Its other features consist of a hydraulic braking system, rear and front integrated lighting and on-board computer with a speedometer. Recently electric bike expanded its brand to add to its existing brands, and this week it has presented an extremely cool electric flyer bike- the ICON E-Flyer which was inspired by board racers of World War I era. It is handmade and equipped with 3,500 watt Brushless DC Hub-Motor providing it with a top speed of 35mph which is enough for up to 35 miles of continuous propulsion just on a single charge (Hall 17-21). Work Cited Bibee, John, and Paul Turnbaugh. The Magic Bicycle: The Story of a Bicycle That Found a Boy. Downers Grove, Ill: InterVarsity Press, 1983. Print. Climate Change and Tourism: Responding to Global Challenges. Madrid: World Tourism Organization, 2008. Print. Fodor, Eugene. Fodors Switzerland. New York: D. McKay, 1951. Print. Hall, Linda D. Brands and Their Companies: Consumer Products and Their Manufacturers with Addresses and Phone Numbers. Farmington Hills, MI: Thomson Gale, 2006. Print. Home Power. Medford, OR: Electron Connection, 1987. Print. Miller, Klaus M, and Reto Hofstetter. Precision Pricing: Measuring Consumers Willingness to Pay Accurately. Bern, 2009. Print. Newspaper World. London, 1913. Print. Steves, Rick. Rick Steves Switzerland. New York: Avalon Travel, 2012. Internet resource. Swiss News. Zürich: Swiss Scene, 1989. Print. Read More