Immotor GO: Marketing Research

MATADOR

MARKETERS

Daniel Ibarra, Jennifer Perez, Jesus Caldera, Nikolay Filichkin, Paolo Garcia, Rom Swindell
 Research Objectives and Questions
Objectives
● To determine the ideal target market for Immotor GO.
● To evaluate competitive markets and determine Immotor’s direct competitors.
● To assess customer perception of the Immotor GO.
● To determine the relevance and effectiveness of current marketing strategies.
● To identify a feasible price range and promotional strategy, to appeal to all segments of the market.

Questions
● Is there a need for Immotor GO?
● Are college students, business professionals, and baby boomers the best target market for Immotor GO?
● Is the selected target market willing to purchase the Immotor GO at its listed price of $1,499?
● How will Immotor overcome marketing obstacles?
● How can Immotor better market their brand and products in order to raise awareness and sales?
● What are the best outlets for Immotor to reach potential consumers?
 Secondary Research
● Competition
○ Eon Scooter
○ URB-E
○ Article, “URB-E...”
● Target Market
○ Data Planet
○ Statistca
○ ClaritasMyBestSegments
○ Article, “Personal Mobility Devices Market…”
 Method: Focus Group and Survey Research
Exploratory Research
● Focus Group
○ Analyze consumer behavior and psychographics
○ 9 Participants
○ Age: 25-40
Descriptive Research
● Questionnaire
○ Determine an overall demographic potential
Limitations
○ Sample Size
○ Time Constraints
○ Elaboration of Responses
○ Absence of Immotor GO
 Focus Group Findings
Price
● Reduce price
Ideal Geographic Area
● Densely populated areas
Emphasis on Speed in Marketing Initiatives
● Focus on Speed Dynamics within marketing campaigns
Marketing
● Social media marketing is the most effective platform for them to view
● The shorter but more concise video was more compelling than the longer ad
 Survey Research Findings
Interpretations of Significant Relationships

● College students:
○ Drive shorter distances
○ Earn lesser incomes
○ Younger in age
● Younger demographic uses SnapChat more
● Older demographic cares more about Parental Control Remote feature
● Female demographic cares more about USB- charge port and Weather-proof
Body features
● Purchase interest for consumer, is lower if their daily commute is more than
25 miles
 Survey Research Findings
Correlations between Independent (x) and Dependent (y) Variables

Motorcycle Purchase
Gender Age Gender
Commuter Interest
(x) (x) (x)
(x) (x)

Weak Weak Moderate Weak Strong

Purchase Interest Income Purchase Intent

(y) (y) (y)
 Survey Research Findings
● As purchase interest increases, so does purchase intent
 Survey Research Findings
● Top Product Suggestions
○ 23.3% suggested more colors
○ 18.3% suggested nothing
○ 13.3% suggested lower price
○ 11.7% suggested better design
 Recommendations
● Focus Group Recommendations
○ Reduce the price to around $800-$900.
■ Target individuals ages 24-40.
○ Introduce an Immotor GO with reduced features, at a lower price mark.
■ Target individuals under 24.
○ Advertise speed.
○ Target densely populated areas.

● Survey Research Recommendations

○ Use SnapChat to reach younger demographic.
○ Promote parental control feature to older demographic.
○ Do not target individuals who travel more than 25 miles a day.
○ Increase interest in the purchasing of the product, in order to increase purchase intent.
○ Offer color options/skin decals for customization