ROBA BICYCLES

Unmanageable product ranges, endless lists of features and too many technical details – many consumers become irritated when the purchase of a relatively simple product turns into a science. And the makers of ROBA BICYCLES recognized this.

Background
In 2005, ROBA BICYCLES were preparing to launch a new and very different bicycle brand in an environment characterized by cutthroat competition. The budget may be limited but the will to succeed is limitless. rheinfaktor accepts the challenge of strategically building up the ROBA BICYCLES  brand and creating visibility for the brand on the market.

Strategy
Simplification and value – these are the basic principles of ROBA BICYCLES. This applies not just to the products, but also to the entire brand identity of this young company. A brand model is developed as a guideline, in which the meanings of the words “clear”, “valuable”, “relevant” and “personal” are defined as the key values of the company. The claim “Bicycles for Life” perfectly sums up the ambition and the performance promise.

Result
ROBA BICYCLES’ attitude is an exact match with that of the target group, and the company gets off to a great start (they launch at the 2005 IFM) as a strong brand with a charismatic profile. The retailers in particular understand and honor this unique approach within the sector – within the first year over 70 retailers make the commitment to sell ROBA BICYCLES.