How to design the go-to-market strategy of a concept e-bike by Giugiaro for Gazelle?
Gazelle, bicycle manufacturer since 1892, has taken on the challenge of showcasing the ‘E-bike of the future’. They briefed Giugiaro design studio to embrace trends in the E-industry, fashion and design and infuse them with the no nonsense Gazelle DNA. The result is a real-life concept E-bike ‘The Gazelle N°1’ that can actually be produced and ridden with ease.
The Go-to-market strategy started with a stakeholder management meeting, set up and facilitated by The Young. Guided by specially designed (and fun!) preparation assignments and a process for co-creation, the Gazelle management team and their holding came up with one overall vision for the combined positioning strategy of the Gazelle N°1.
With this strong foundation, The Young could launch a European consumer research study to collect insights from lead users across UK, Germany, Denmark, Italy, France, Belgium and the Netherlands.
The connected N°1 research
Lead users were selected from The Young’s private network and asked to share their thoughts and photos via WhatsApp over the course of several days in order to truly connect to their daily lives. After this preparation, the lead users were invited for an in-depth Skype interview to find deeper meaning behind their answers and discuss the Gazelle N°1 more thoroughly.
“The Young’s go-to-market strategy is a total package of integrated stakeholder vision, sound consumer research and a future-proof customer journey.”
– Arjan van der Vleuten (Innovation Lead Gazelle)
The N°1, being a truly connected e-bike, demands a truly connected customer journey. The research results provided a clear basis for this customer journey and to realize a credible and inspiring launch.
The Young developed the customer journey and translation to the Strategic Plan together with the Gazelle marketing team and experts like Tom Acland of Cobi, to stretch and challenge the potential of the customer journey (i.e. make maximum use of cycling software), touchpoints and underlying business model.