Marketing Plan Implementation for a New Product

In my International Marketing course, my team and I created a marketing plan for Alma, a premium electric bike designed for women in Spanish cities like Valencia and Seville. Over four weeks, we conducted market research, including SWOT and PESTEL analyses, and identified key customer segments like young professionals and eco-conscious commuters. We found a clear gap in the market for female-oriented e-bikes and built our strategy around that insight.

Our plan included branding, social media campaigns, influencer partnerships, test-ride events, pricing, and distribution. One of the biggest challenges was creating a campaign that felt empowering without relying on outdated stereotypes. The project helped us apply real-world marketing concepts and taught us a lot about connecting with a specific audience in a meaningful way.