• Triumph Bonneville 2012
  
•  Triumph Motorcycles
  
•   www.triumphmotorcycles.com  
  

Part II: Basic Market Research + Consumer Insights

(a) What is the current brand positioning?

Triumph currently positions their motorcycles as iconic symbols of rebellion and independence.

 (b) Target market analysis

 Demographics

 Male. 

• Age: 40-50 years of age. This age range is during a crucial time in a man’s life. They are often establishing themselves as an individual and going after what they want. Often times these men are grounded and satisfied with their path in life. In some cases these men may be experiencing a mid-life crisis. Over all these individuals have an understanding of the importance of value and establishing meaningful relations, therefore they look for the fine things in life.
  
•  Race:  Generally the target races for Triumph may be Caucasian, African-American and Latino American. These individuals have a “go-getter” personality, and are well spoken. These men are native to America and if not, well assimilated and influenced by western culture. 
  
• Occupation: These men are smart and knowledgeable. They are proud of their education and consider themselves professionals. They continue to seek further education whether it be through graduate classes or by personally taking it upon themselves. Occupations include but are not limited to Doctors, Lawyers, Investors/Stockbrokers, Bankers/CEO’s, and Advertising agents. These men have the mentality of “work hard to play hard”. These men are self-taught or self-made.
  
•  Geographic location: Typically these men live in major cities with suburban outskirts. The New England area, New York City, Long Island, New Jersey, Chicago, as well as major cities located up and down the East & West Coasts and across the country. A Triumph man would not be found in Nebraska, Idaho, Louisiana and such places as these. 
  

 Psychographics 

• Driven: This individual is a “go-getter”, someone who is driven and knows what they want. They strive for their goals and rarely let anything stand in the way of getting to where they want to be. Always striving for more, someone who enjoys power and the fine things in life.
  
•   Charming: This individual is suave and charismatic. He is charming in his demeanor and attitude. Considered a ‘knight in shining armor’, the one who comes to your rescue effortlessly. He knows what to say, when to say it and how to say it. Sophistication and class are as important as success to this individual. They display mild sociopathic behavior, they always get what they want.
  
•  Classical: This male is interested in classic, vintage and “old-school” style. These themes show up continuously in their life, through music, style, décor, places of recreation, hobbies, etc. He enjoys history and timeless literature. Poetry, 18th and 19th century novels are well as books based on past wars and the revolution interest these men. They enjoy shows such as Justified, John Adams, and Mad Men. They listen to classic rock, respect legendary actors such as Steve McQueen and Humphrey Bogart and drink aged scotch or whiskey.
  
•  Rebel: This individual relates to the characters portrayed by such actors as James Dean and Marlon Brando. His underlying confidence displayed individuality, while still identifying with the ‘dangerous rebel’. This Byronic character has depth and feels constant pressure. Escapism is a defensive mechanism he uses often in order to escape a world he does not understand and believes does not understand him. He has the ability to remove himself from any situation and be objective. Who believes “less is more”. This individual will be sleek and simple but identify with superhero personas.
  
•  Innovative: This is a characteristic that defines our consumer in every facet of his life. Triumph men can easily read though around him therefore making him always one step ahead. He is mentally, physically and emotionally innovative. Always surrounding himself by things that have substance. These men are in a constant state of growth and improvement. By adapting the latest nutritional and health discoveries, using the sleekest and most cutting edge technology, and constantly questioning society, religion, art and those around him. Although these men may not be aware of it, they are modern philosophers constantly analyzing every situation. 
  

 (c) Benefits

•  Fuel Efficiency 43 MPG City 57 MPG Highway 
  
• 2 Year Unlimited Mileage Warranty 
•  Easy to ride and maneuver; not as bulky.
  
•  Price
  
•   Image
  
•  Media exposure through movies 
  

 Part III: Competitor Analysis 

 (a) List 3 Competitors 

• BMW
• Harley Davidson
• Honda
  

 Part IV: The Creative Requirements

 (a) Empowerment, through the representation of the rider. Position the motorcycle as an identity that embodies a trait of our target. Escapist, proud and passionate.

 (b) Life begins at 45 but doesn’t get interesting until 85. 

Tag line and copy for Ad

 1. The definition of Escape.

 In a dumbed down world, there is a need for smart vacations. Re-gain your liberty everyday without confinement or restraint; the option of breaking free is just a garage away. When was the last time you had a conversation with the wind? Experience life at the next level. Live ahead. Triumph.

 2. Time to take your training wheels off… 

And separate the boys from the men. It is in youth that we learn but in age that we understand. You’ve conquered life on two feet; now conquer the world on two wheels. Those who live with limitations, never learn their powers. Get out of the car and into the world. 

 3. Four wheels move the body. Two wheels move the soul. 

The purist relationship you can have is with yourself; no judgments, no pressure, just clarity. Don’t be afraid of the abyss; explore your inner id. Because, you are a force to be reckoned with. Every man is a moon with a dark side he never shows. Fly over the ground and into yourself.