Speedo Marketing Stratergy

SPEEDO INDEX Sr. No Topic Pg. no 1. commercializeing Objectives 1. 1. 2 Ansoff Matrix 1. 1. 3 Unique Selling suggest 3. 1. 4 Point of Difference 4. 1. 5 Point of Parity 4. 2. Marketing Program 5. 2. 1 Product 5. 2. 1. 1 Lines to be introduced 5. 2. 1. 4 Quality 11. 2. 1. 5 Packaging 12. 2. 2 Promotion Strategies 14. 2. 2. 1 On tone and Print Media Promotion 14. 2. 2. 1 Outdoor Promotion 16 2. 2. 2 Digital Media Marketing 17. 2. 2. 3 PR Activities 18. 2. 3 Price 19. 2. 3. 1 Pricing Strategy 19. 2. 3. 2 Price Range 19. 2. 4 Place 20. 2. 4. 1 * Store Setup * Facilities Store demonstration Store USP Location 20. 3. Financial Budgeting 23. Marketing Objectives The Ansoff Model Existing Market Product Expansion Speedo Ltd. is a manufacturer and distributor of swimwear. Speedo brand thr unmatched be found on products ranging from swimsuits and goggles to wrist watches and MP3 players is established in the swimwear market as one of the leading brands of t he world.Being in this industry since decades now, Speedo has a very towering brand value and is consistently rated as one of the top 100 brands in the world every year. In todays world engineering is being updated by every second and hence a company needs to keep itself in tune with the technology and happenings of the world and strategize accordingly. Hence Speedo uses the harvest-home EXPANSION strategy which means that it has an existing market but has to expand its achievements and product range and diversity as time progresses.Indian Market Market Penetration Speedo may be very popular amongst consumers in India but it is still a new company in the market as a whole keeping in mind the Indian swimwear market. This is the reason why the market penetration is recommended in this market. According to the Ansoff model this strategy is used when a company is well established but enters a new market in which it is still young and needs to penetrate in the market in keeping with new marketing strategies and existing market situation. Unique Selling PropositionWhenever one utters the world swimwear, the offset brand that comes to mind is Speedo such is the phenomenal caramel following(a) of this brand. Whenever there is a Speedo swimwearon television, men and women the world over, tune in to catch the latest trends in. The plus points of a big swimwear brand same(p) Speedo be proportionate pricing, a mind boggling range of sizes, including extra large sizes for overweight women and cup A sizes for beginners, opulent and mind numbing designs coupled with fantastic fits. The USP of Speedo is the concoction of goodlooking swimwear and practicality, which makes it affirmable to think of everyday wear as well.Point of Difference * Fun, Comfortable, Athletic Speedo pull up s spudsing be one of the very some swimwear brands in India with that Brand Image. Products sell at Speedo argon diverse (from swimwear to body cargon and accessories) are Vibrant and well packaged, unlike its competitors. Point of Parity * There are a few elements that Speedo would wish to borrow from its competitors to incorporate into its business model * Attention to comfort * Introduce body shaping Products * Concentrate on submit interiors and display. Marketing Program ProductSpeedo India will c knowingure a varied range of products on offer these consist of in addition to the swimear which is there in conglomerate sectors in India * Swimsuits men/Women (Racing,Training,Triathelite,Competitive Equiqment,Fina approved suits, Swim Fitness) * Trunks * Fitness Range/Body care(Health and Well Being, Speedo sculpture,Accessories,Aqua Active, Play and fun) * Accessories * Speedo Digital (Aqua beat MP3 player, Aqua Coach) All Speedo products are benchmarks in terms of design, functionality, sustainability and comfort above all.As Speedo is opening up just its first hold on in India the product range will be curb to 3 world-renowned collections. Lines to be i ntroduced Right Fit SMOOTHER. SEXIER. BETTER THAN EVER Curves Description Stretch-to-fit conforms perfectly to your body so all you see is curves This swimwear fabrics are selected with quality, innovation, technology and productive plaindom in mind, to ensure we provide only the best selection for our customers. Our fantastic range of swimwear is for both girls and guys. With a large assortment of fabric colors and prints, youre sure to go steady more than one to choose from.Immerse yourself in our wide variety of fashionable designer swimwear, from one-piece clean suits to bikinis, and coordinating accessories. 2012 is flooded in a wide palette of colors, textures and prints in our womens swimsuits as well as in our mens swimwear. At Swimwear Boutique, we carry exalted fashion designers who offer complementing accessories. We to a fault provide bathing suits that are appealing to a wide variety of interests, proportions, and ages. Our collection includes one-piece swimwear, bikinis, two-piece swimsuits, and coordinating bathing apparel for women, juniors, and misses.Explore our designer swimwear silhouettes and create your fashion forward wardrobe and embellish your favorite womens swimwear or junior swimwear with a sarong, shirt, pant, and other swimwear accessories. Features * Weightless * Maximum teat * Nylon Spandex/Lycra * Adjustable straps * Underwired cups if needed * Front closure Sizes available Xtra small,small,medium,Large,Xlarge 40 DD Colors available Featured Products * Swimwear women * One piece/Two piece 1. GLAMOUR BY SPEEDO THE GLIMMEROUS TOUCH OF GLAMOUR. DescriptionThe glitter with a combination of laced edges and self-embroidery gives you a classy touch adding glamour to your swimwear. The label is readed at sophisticated women of all ages who drive high-quality and high-fashion in equal measures. The collection hits a fabulous note that is sexy, and also flattering and comfortable. Glamorous not only features stunning contempo rary design, the range also offers subtle support and control which gives our clients the body confidence to enjoy their new swimwear on all occasions whether basking in the sun poolside, on a yacht, or at a resort bar as the sun sets.The inaugural collection features fashion-forward colours, and a pretty variety of one-piece maillot swimsuits, and mix pit bikini separates. Features * Underwire * Heavy look with a comfortable feel * Sexy shapes Sizes available Small, Medium, Large. Colors available pastel shades and solid colors with multi-colored debacle and embroidery Featured products * Swimwear sets 3. Speedos tie up with designer brands Description At Speedo we plan to tie up with a designer and provide our clients with exclusive swimwear No matter what your preference, youll find a swimsuit at Swimwear Boutique. com.Our suits will capture the essence of your femininity and accentuate your best features. e represent the most bizarre styles and highest quality products ava ilable. Molly Browns is approached by hundreds of designers each year to retail their lines in our store. Our buyers select only a limited number of the worlds best, not fifty or a hundred like other swimwear retailers. Most of the designers we carry use only the most luxurious imported fabrics and custom hardware. Specialty swimwear has become briny stream in high fashion and designers have enhanced their lines by producing beautiful dresses and resort wear.Molly Browns has expanded its offerings to feature these specialty lines. We are privileged to have many of our designers produce exclusive pieces which are only available at Molly Browns. Due to our strict privacy policy, many professionals, celebrities and their representatives are clients of Molly Browns. A large percentage of the designer swimwear that is characterizationgraphed on celebrities is sold in our store. Molly Browns client list includes hollywoods a list, Fortune 500 professionals and fashion forward women that motivation the seasons hottest trends. Molly Browns has been featured on MTV, E major news networks and in countless fashion publications. we are actively involved in celebrity photo shoots, high profile events and fashion utters. Each year we are asked by the media to comment on the upcoming seasons hottest styles and trends. The vibrant atmosphere of the Molly Browns store and beautiful window displays are a draw for designer interviews and news coverage. Please see our current press, video links and featured in publications. Shopping for swimwear can be difficult. For this reason, Molly Browns client services and knowledgeable staff are unsurpassed in the industry.Ensuring our clients receive the exact style and fit they desire, both in store and online, is key to our success. Due to our outstanding personal and professional services, most first time buyers become long term clients of Molly Browns. Features * Reversible * With gel curve * Extreme plunge push-up * Various color print combinations * Unique border shapes * Extreme comfort with seam free, label free stitch free technology Sizes Available in all sizes Featured products Swimwear for men and Women Featured actors SHIVAN NARRESHThese designers werelaunched in Cannes at Mare di Moda with their 100% stitch free line called Insectoid. SHIVAN NARRESH has a unique signature style that is bold, confident sophisticated. Flawless lines, undisputed eye for detail and utter sophistication are words that could be used to square off the brand. After the launch in Cannes, the duo shifted their studio to India, and became Indias first mainstream beachwear designers doing 100% handcrafted stitch-free swimwear and ready to wear made all in 100% Italian swimwear fabrics and complementingresort wear.Currently based out of New Delhi, SHIVAN Bhatiya mastered the art of leather corsetry and accessories for four years from National Institute of Fashion Technology, New Delhi, learning the functions and trade o f leather in womens wear lingerie. While NARRESH Kukreja specialized in womens wear for four years in Fashion Textiles. Subsequent to their graduation, they worked in the fashion Industry for a year before being awardedscholarshipsto complete their Masters in Milan Rome at the Istituto Europeo di Design in Fashion Textiles sumptuosity Marketing respectively.SHIVAN NARRESH are recipients of several awards in recognition of their design creativity. The duo were discovered in 2006 by MITTELMODA, the oldest Italian talent search organization, based in Gorizia, Italy throughMittelmoda International Beachwear Awardsin Bali. They arewinners of theWorld of Wearable Art Awards, Wellington, New Zealand(06),theSWAROVSKI Most Creative Designer of the Year(07) at the NIFT Graduation Debutant Designer of the Year(07) at India Fashion Week. 4.Exclusive Customisation Custom Made Swimwear manufactures all of its swimwear Let us take the frustration out of buying a swimsuit and help you find t he perfect fit. We offer styles for every shape and size, specializing in large cup sizes, plus sizes, full figure and hard-to-fit swimwear. You can purchase your bathing suit by size, from 0 32 and bra size AA to K cup. Also, a customized specialty suit can be hand cut and sewn for your needs. Specializes in bounteous women of all ages what they want and need in swimwear.We can assist in fitting women who are hard to fit, have health issues, are struggling with weight, mastectomy or the woman who simply wants to create a uniquely custom swimsuit. You choose your style, size and fabric as well as numerous options making it realistic for you to get the look you deserve. Each order is reviewed by an experienced consultant to confirm sizing accuracy and to make the necessary alterations to get the best possible fit. You will walk a room feeling confident and self-assured that you can look great in a swimsuit Quality Considering the price one pays, Speedo quality is excellent.Speedo s Swimwear made of the cotton/spandex/ lycramaterial tends to retain its stretchiness with time however, the color doesnt fade quickly. Most of the swimwear have excellent quality that does not diminish with time in any respect- the material retains its color and texture over time. Accessories and tops madeout of100% lasting, however the ones with certain percentage of spandex in them last longer. Size Chart Packaging The following actions have taken place so far within the framework of this plan They have minify the thickness of the boxes down to the technical limit that prevents rupture and crushing.They have also minimized the individual packages for garments and accessories in terms of dimensions and density, while retaining their capacity to avoid breakage and to be processed by the distribution machinery. They have minimized the size of the labels, to just the size that allows them to be read correct. It is worth noting that all internal shipments are made using reused boxe s. It is also worth pointing out that all the boxes used are made with 100% recycled material. To facilitate recycling, all these are paper-based, eliminating any gilded elements (staples, etc. Finally, Speedo adheres to the waste and packaging trouble systems established in the different countries in which they operate. Promotion Online Print Promotion * Speedo plans to strategically use social networking sites like Facebook, Twitter, etc. to promote itself, since it aims to capture the attention of the digitally advanced and internet friendly marked. * A special page will be created on Facebook for Speedo India, which will provide regular updates on changes, and additions to inventory, notify customers closely upcoming sales and offers.Users can also place queries regarding their orders, which will be answered and assisted by the customer care executives. * Twitter posts regarding Speedo. com will be regularly updated, Consumers who wish to learn more about the website and wha t it has to offer can follow these posts for information. * Advertisements will be attached in issues of popular fashion magazine like Vogue, Harpers Bazaar, Lofficiel, etc. which are read by the market Victorias inexplicable aims to target. * Advertisements will also be put in the Bombay Times, since it is a newspaper that is common among all age groups.Advertisements will be carried out for the first 3 months. * Speedo will launch and Indian website and the web domain will also be submitted to popular search engines like Google, Yahoo, etc. In this way users looking for information on Speedo India will be guided to a link to the website. * Popular news articles online and on print from Times, Business India, etc notifying the market about Speedo Brick and Mortar and online store will also promote the website and create awareness. * End of season sales will be notified through Magazines, Newspapers, social networking sites, etc. star sign up Members for Email newsletters and mob ile updates outdoor Promotion * Billboard advertisements to promote the establishment of Speedo new store will be seen for 3 months since its operation outside its stores and prime shopping locations. * In-store collaterals will notify customers shopping at the store about Speedo online presence. Billboard advertisements Digital Media Marketing 1. Speedo for IPad and IPhone Description Its the depot for all things Speedoanywhere, anytime, on-the-go, at your fingertips. Effortlessly flip through and buy from o current catalogues, shop www. peedo. com with just a tap, and find the nearest Speedo stores. One will also find up-to-the-minute coverage of the favorite swimwear from photo shoots to star-studded store openings, fashion show exclusives, TV commercials, special event,etc. * PAD IS CATALOGUE IN THE being ?The catalogues come alive on iPad letting one simply swipe the screen to flip from page to page. Just tap the image and it will take one directly to that item on the website . Add it to the shopping bag and check out. Its easy, fast and can be done wherever. * ? FIND THE NEAREST VS STOREThe store locator finds a Speedo store near the user and provides directions, store hours and contact information. * SHARE WITH FRIENDS Post VS pictures, videos and stories directly to ones favorite social networking sites or share via email.? Television & P. R. * A week prior to its launch, Speedo in association with a fitness program will telecast the Victorias Secret 2012 during Prime Time. * Victorias Secret launch party. * Location Hype, Mumbai. * Guests Athletes,Socialites, celebrities, leading models, designers and corporate wives from all over Mumbai. Schedule The event starts at 2100 hrs. followed by the introduction speech by CEO Speedo and Store Manager for Speedo Mumbai followed by dinner and drinks. The event duration is 3 hours since it is to take place in a club and be full of events. Guests will leave with gift packs from Speedo * Why the launch party ? Any message conveyed by means of recreational activities and pleasure is always heard louder than a mediocre public event. The pompous nature, glamour, exclusivity and Posh appeal of a launch party is automatically well publicized repayable to the presence of high level guests and celebrities.Price The above table represents the average pricing of the various types of products to be carried under each product line. This was calculated keeping in mind various factors such as * International pricing strategy * Taxes * Operating expenses * Fixed costs * Appeal of the particular product * Marketing expenses * orient consumer Place Location The new Speedois planned to be launched in Palladium Mall, Lower Parel. The mall is ideally located in Central Mumbai. Palladium is apt owing to its host of brands it has and the customers it attracts.Store Interiors The interiors of the store will be designed similar to that of Speedostores across the world. Merchandise will be arranged in neat stacks according to size and color. Store Display GANTT Chart A Gantt chart is a type of bar chart that illustrates a leap out schedule. Gantt charts illustrate the start and finish dates of the terminal elements and summary elements of a project. Terminal elements and summary elements comprise the work breakdown structure of the project. Some Gantt charts also show the dependency (i. e. precedence network) relationships between activities. Gantt charts can be used to show current schedule status using percent-complete shadings and a vertical TODAY line as shown here. Although now regarded as a common charting technique, Gantt charts were considered revolutionary when they were introduced. In recognition of Henry Gantts contributions, the Henry Laurence Gantt Medal is awarded for distinguished achievement in management and in community service. This chart is used also in Information Technology to represent data that has been collected.In the following report 2 Gantt Charts, Both re presenting Zara India On lines planned schedule for Web Development and Promotions is created. Financial Budgeting Introduction Its essential to plan and tightly manage ones business financial performance. Creating a budgeting process is the most effective way to keep the business and its finances on track. Successful businesses invest time to create and manage budgets, typeset and review business plans and regularly monitor finance and performance. Structured planning makes all the difference to the growth of the business.It also enables one to concentrate his/her resources on better profits, reducing costs and increasing returns on investment. In fact, even without a formal process, many businesses carry out the majority of the activities associated with business planning, such as considering growth areas, competitors, cash flow and profit. Converting this into a cohesive process to manage the businesses will keep the company dynamic communicated to its clients and workers mo re effectively. The main aim of the business plan is to set out the strategy and action plan for the business.This also includes a clear financial picture of where the company stands and expects to stand over the coming years. In the previous report Analysis had been conducted with respect to Market environment, Consumer profile, etc. On the basis of the results of the analysis and Web Development strategy was proposed. The following report consists of a detailed Financial Plan complete with figures and estimates required to implement the earlier proposed web development plan. Start Up Expenses Income Expense Statements