In the last 10 to 15 years there's been a huge push for technological advancements. We all kind of refer to it as the "Lance Effect"-- lighter, faster, better, more. [music] With everybody in the industry kind of jumping on that wagon and really trying to push that kind of stuff it was easy for a company to get lost in the middle of it. We kind of realized that we really needed to get back to who we were and what the consumers really expected from Raleigh Bicycle. My name's Brian. I'm the Raleigh marketing guy. [music] Raleigh's been around since 1887. Started off in Nottingham, England and Raleigh really became known for being the original all-steel bike manufacturer. It was a big push for us for a long time. We've been through several wars in which there have been minor changes here and there but Raleigh's been around for a long time. [music] Raleigh's were considered a status symbol. Like you really knew that you had made it when you had had a, when you owned a Raleigh. And every person that I talk to at some point or another, they always kind of refer to like their first real bike being a Raleigh. [music] The European lifestyle's definitely been a factor with it. We've paid attention to a lot of the trends that are over there with it mainly because everybody there does bike. Everybody gets around but they don't do it in a way, in a form that they have to be all spandexed out. They do it as a lifestyle more than like a training pursuit or anything like that. But then over here, as of recent, there's been a huge surge in the messenger market. Everyone's been kind of going for this like bike messenger kind of look which is very casual, very light, wearing jeans and t-shirts and riding their bikes around. And those guys were all about steel and so they've really brought back a lot of the old bikes including a lot of old Raleighs and paying attention to those guys has really kind of pushed us towards some of the bikes that we're making right now which are all steel. Our target market already have bikes as a lifestyle choice. That's how they get around. That's how they function in everyday society. That's what they do. But it's amazing the kind of feedback and the kind of different direction you can get from some of the different blogs that are out there. They almost do market research for us and their opinions, like really helped drive and kind of focus a lot of things. Plus the social networking with chatting with people and getting their feedback immediately has been incredible. >> They're like a hot commodity around here. They are. >> We actually have two models of this thing. One with like a traditional drop bar on it but then yeah, this one with the flat bar that's on it, so. >> I'm going to be traveling around doing various rides with people. Got a whole demo fleet that'll be out there. You can read about it. You can see it on the internet. You can see pictures, but until you actually ride a bike, that's when you get the bike. >> Hook me up. >> There's a few misconceptions about steel. The main one being that it's kind of heavy which, refined right, steel is, steel can be very light. The thing about steel though that separates it from like the other materials that are out there is its ride quality and its feel. The way that people feel that they connect with a steel road bike that's out there, it feels like nothing else. It's the only frame material that everyone in the industry refers to as having a soul, which kind of connects with people a little bit more plus steel is kind of that forever material. >> It feels really good. It's got a real solid feel but it's kind of like soft. It's fun to ride. I actually used to have a bike like this kind of that got stolen and now I'm riding my other one because I have no option, but-- how much is it? >> [Inaudible] >> 1,700? Yeah well the one I'm riding now I paid like 1,200 or so for back in college and this is the kind of thing that doesn't require as much maintenance and would probably, feels like it would last me a long time so I think I could definitely probably justify spending that money in that regard, but it might be a harder sell with the wife. >> Since so many of us ride and we're out everyday doing this stuff we see what people want. We kind of hear what they want because I'm chatting with people all the time, whether it's at coffee shops or at local bars or the local race or at the local alley cat-- you're out there, you're seeing what people want and you just kind of, once you pay attention to that you kind of get it from those people that are really in the scene. They've seen that we've gone back to our roots and everyone's been praising us for that, especially for really pushing the steel bikes that are out there because no one else is doing that. And the praise has been really well received, and we can see that. We can track it. We can see where it's coming from and when it's from these people that are well reputed, it validates everything that we're doing so it's helping us push forward with it. Raleigh Bikes are sold through Raleighs website and in specialty bike stores. The type of utility that Raleigh provides by selling its bikes in this manner is _____. form place possession time Assessment question Raleigh Bikes produces several lines of bicycles. They are divided on the companys website by fitness, hybrid, comfort, and urban & commuter. Raleigh is using which type of targeting approach? Mass marketing Concentrated strategy Undifferentiated approach Differentiated approach Assessment question In the video, Brian discusses the U.S. messenger movement. These consumers are going for a more casual cycling experience. These cyclists have influenced Raleigh to produce more all-steel bikes. In this example, Raleigh is considering the ____ environment. sociocultural economic technological competitive Assessment question Brian says that the people who write blogs and post comments on blogs provide a lot of the marketing research for the companymeaning Raleigh Bikes uses the information posted online to gather data on what customers are looking for. This kind of marketing research information could be categorized as _____. primary data big data marketing analytics secondary data