Develop a marketing mix (4 Ps) to help British Colombia Bike Race (BCBR) reach its goals and to be successful. You may use new marketing tools in this stage such as using new communication tools (e.g. social media), CRM systems, new channels of distributions, and so on. Your marketing program includes:

a. Product strategy

- Type - good, service, idea etc.

- Features - how will it be different from the competitors?

- Branding Strategy

- Identification - brand name, label and packaging

- Production method/delivery of service

- Others