Bicycle tires Case
You have been approached by brand who is also active in the production, marketing and sales of bicycle tires, similar to Continental. They are impressed by the originality of the Continental Heroes Cycling Tour concept and would like to create something similar but not a total copy of what Continental has done. What would you advise?
i. Which sport(s) would you consider to engage with both existing and new customers for bicycle tires?
ii. Which elements of the Continental Heroes Cycling Tour concept do you think are transferable to a concept for your client? Pick three items and explain why.
iii. Your client is active in the UK, France, Germany, Italy and Spain. How could you ensure that the concept will work effectively in all markets?
iv. If there is one aspect of the Continental Heroes Cycling Tour concept you think is weaker and could be improved for your client, what would that be? Explain.
v. What are the potential risks associated with this concept from a sponsorship perspective and how could you manage or reduce these risks? Name two and explain.