This is the pitch for an automated parking facility Giken Limited. Giken proposes to bring the concept of automated parking facilities that is in Japan to Sydney. The automated cycle parking facility will motivate the trend of using more cycles for work and personal reasons. Given the health, environmental and other allied benefits such a product/ service offering motivates; the brand would be very well received within Sydney. Plans are discussed for emulating the process to the entire country in stages depending on the success in Sydney, and the New South Wales state.
The report is presented in stages. The first stage is the brand diagnosis. The brand is introduced along with the industrial and marketing information for the brand. This information assessment is overall receptive for an automated bicycle parking facility. Secondly, the marketing strategy is conducted which indicates the brand aims to convert more than 50 percent of the existing Sydney population to using bicycles, and acquire more than 70 percent of the existing bicycle users to use their facilities. A marketing communication plan that relies on a combination of classical marketing approaches and technology driven approaches is presented along with the assessment. This is a preliminary plan and a complete market analysis will be conducted to formulate a more customer specific plan.
The city of Sydney in New South Wales has an ambitious carbon emissions management program. Under their program, the city wants to reduce its greenhouse gas emissions by around 70 percent at the least. City wants to develop facilities that would help it control the greenhouse gas emissions (City of Sydney, 2017). In terms of automobile usage, the city aims to help people move from an automobile market that makes use of gas and petroleum vehicles to electric vehicles.