 |  | | | |  | |  |  | Brand Recognition in France |  | |  |  | |
 Posted: Tue Nov 08, 2011 11:05 am |
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| sandranian |
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| Joined: 27 Feb 2006 |
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| Location: Southern California |
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According to this survey, "Gitane" enjoys high brand recognition in France. So why market them as "Definitive"? The research was conducted in 2007/2008.
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Last edited by sandranian on Tue Nov 08, 2011 1:29 pm; edited 1 time in total
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Stephan Andranian
Costa Mesa, CA
www.gitaneusa.com |
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| Posted: Tue Nov 08, 2011 1:24 pm |
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| Wisey |
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| Joined: 19 May 2009 |
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| Location: Brisbane, Australia |
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Because they are a very long way behind Pug and Decathlon.
It seems as though most of the resources go to their primary brand, Bianchi. Perhaps they just don't want to invest in R&D to improve the bikes themselves. Re-branding is perhaps a more cost effective way to increase market share without making major changes to the product? Scrapping such a well known brand is a big call, but they have taken a few years to slowly phase this in, and I would expect that they have been getting consumer feedback to quantify the 'recognition' differences for Gitane and Definitive. Let's face it, they make low end bike primarily. Ask any kid under the age of 30 if they prefer old fashioned Gitane, or modern Definitive. I wonder if that survey asked about Gitane only, or Definitive/Gitane?
Still, I think it's a poor long term decision. Why not invest in re-building the brand as it has such a long heritage? |
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Kind Regards,
Wisey
Delta Dreamin' |
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| Posted: Tue Nov 08, 2011 1:28 pm |
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| sandranian |
| Site Admin |
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| Specialized and Trek have invested millions to gain a "palmares." Gitane already has one. |
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| Posted: Tue Nov 08, 2011 1:36 pm |
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| Wisey |
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| Joined: 19 May 2009 |
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| Location: Brisbane, Australia |
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Exactly! But I will bet they are following the numbers of some marketing agency.
The way I look at it is that when the combined governments of most of Europe, the UK, USA and all their subservient Western partners (i.e. Australia et al) cannot run their own economies in a sustainable fashion, why should we expect Cycle Europe to make sensible long term decisions?
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Kind Regards,
Wisey
Delta Dreamin' |
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| Posted: Fri Nov 11, 2011 8:17 am |
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| lofter |
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| so sell us the brand name and be done with it. hehe |
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| Posted: Fri Nov 11, 2011 2:00 pm |
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| Wisey |
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| Joined: 19 May 2009 |
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| Location: Brisbane, Australia |
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Like a GS Deluxe, the brand name is probably worth $125 realistically, but they will put it on ebay for $150,000.  |
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Kind Regards,
Wisey
Delta Dreamin' |
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| Posted: Sat Nov 12, 2011 5:33 am |
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| lofter |
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| sell us the brand name = gitane, they can have definative |
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