Mkt 421 Week 3 Individual Assignment

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Concept Statement

The Insight

The insight of the concept statement is based on observations obtained during 20 laddering interviews.

During the interviews the observation concluded that people prefered to gain confidence out of their bicycle. By preferably riding a well known brand electric bicycle, that was good quality and looked ‘fashionable. However, most of the consumers did not have a fashionable bicycle themselves. Another observation concluded out of the interviews was that people get pleasure and reassurance when they arrive on the destination on time. Since they are commuters they need their bicycle mainly for commuting between their home and work/school. An electric bicycle will even ensure that they get more on time on their location.

The insight;
Everybody that wants to buy electric bicycle are looking for quality electric bicycles , while they are also fashionable (current situation) But I am not always aware that some fashionable electric bicycles are also quality …show more content…
The benefit will be that the game will make the consumer more familiar with the brand Cortina and ensures the consumer that they are making the right decision.

The consumer will gain out of this solution a fun game to play when bored. This because the gameplay will be easy to use(Keating, 2015) Also the game connects towards Cortina. When the consumer has already an electric Cortina Bicycle it will gain enjoyable extra’s in the mobile game. However, when the consumer goes and buy an electric Cortina bicycle it can get discounts with the application and something extra in the game it self. Which means using the game will benefit the consumer on an entertainment level, on a financial level and will create a confidence choice for her/his next electric bicycle.

The Proof

Mobile games are with 32 percent the most used of all applications, with ensures that people are willing to play a mobile game. (Khalaf,
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