In your previous assignment "Marketing Electric Bicycles" you were to segment the market for electric bicycles and provide your rationale.Based upon the segment(s) that you highlighted you made an early-stage proposal for how you might market the selected product line.

You are now to develop an integrated Marketing Communications Plan for the Electric Bike business that is based upon market segments and electric bike products that you now believe are your best option.

You need to:

Detail the key features of your core brand image that you will build through advertising

segments chosen

Behavioral Market Segmentation

Demographic Market Segmentation