Susi e hul l
Mar ket i ng st r at egy FASH 20028 N0254475
Cont ent s page 1. 0 I nt r oduct i on 1.1 Brand personality and values 1.2 SWOT analysis
2. 0 Met hodol ogy 3. 0 Consumer
3.1 Current consumer 3.2 New consumer 3.3 Segmentation of new consumer
4. 0 Resul t s and f i ndi ngs 4.1 Swim market 4.2 Competitor analysis 4.3 Advances in technology 4.4 Future of online retailing 4.5 Social media: competitors 4.6 Innovative ways of using social media
5. 0 Mar ket i ng st r at egy 5.1 Product 5.2 Price 5.3 Place 5.4 Promotion 5.5 Smartphone app 5.6 Website 5.7 Social media 5.8 PR
6. 0 Concl usi on and f ut ur e pl an 6.1 Timeline
They bel i eve “ i t ’ s a passi on ”
1. 0 I nt r oduct i on The following report is compiled of research assisting the process of a strong 2 year marketing strategy in which focuses on the development of the swimwear brand “Zoggs� online presence and social media awareness. Originated in Australia, Zoggs is a swimwear brand and leading manufacturer of swim goggles. They have a strong brand personality, providing highly innovative swimwear and swimming equipment. This in order to enhance the brand and keep ahead of the highly technologically advanced market Zoggs are selling in as well as keeping current consumers interested and identify if there is a gap in the market to appeal to new consumers raise awareness in the brand, which in turn will lead to higher sales.
1. 1 Br and per sonal i t y and val ues
Zoggs have a strong brand personality who “do not take themselves too seriously� which is shown evident within their marketing and advertising. They believe that swimming is a fun, healthy activity, challenging and relaxing (zoggs:online,2012) When proposing the new market strategy it was of high importance to use their values at all times and make sure they were apparent in the new collection. (Figures 1&2)
Fig 1
Fig 2
1. 2 SWOT anal ysi s A SWOT analysis was conducted (See Appendix 1) which showed that Zoggs have a strong Australian brand identity which is at the forefront of all their communication, however lack in their unorganized website. They offer technological products but focus strongly on kids and women meaning they may be missing a gap in the market. Zoggs face opportunities from markets such as the technologically savvy teenagers as they have great potential. The biggest marketing opportunity is the increase in social media. Due to it being so powerful yet low in cost, Zoggs have the chance to connect with their consumers through the major channels of communication and do this in a powerful manner in order to broaden their consumer base. Due to a recovering economic period, the swimwear market may not be at its peak are competing against strong competitors but can use this to create their own USP.
Â
2. 0 Met hodol ogy In order to compile this report detailed • primary and secondary research was carried out of the Zoggs brand. • A questionnaire was sent out to a group of lifeguards and to girls from the age of 13-21. The results (appendix 2 & 3) gave an insight to both buying habits which will be included throughout the report. • Various reports and databases e.g. Mintel, were used to give a broader depth of information of the current swimwear market, market trends and consumers.
3. 1 Cur r ent consumer
Who
(See figures 3,4,5)
Women, men and children of all ages with varied body shapes. A/B socio economic group. .
Zoggs current consumers are family orientated, fit and fun. They have a playful attitude towards clothing and pick items for fit shape and quality. They are passionate and motivated and like to increase their performance.
What Our consumers wears Zoggs products for their innovation, quality and fit, whilst still looking stylish
Why Our consumers like to know their item will last on performance and quality whilst also feeling comfortable in the fit of the design and shape.
When Zoggs products can be worn and used in every water activity from swimming for fitness or fun to relaxation and leisure.
Where Consumers can use their Zoggs products indoors and out. They will stand the test of the sea as well as the pool in any weather conditions.
Fig 3
Fig 4
Fig 5
3. 2 New consumer
3. 3 Segment at i on of new
As Zoggs target market at present is already being catered for and competitors are increasing their social media awareness rapidly, it is important for Zoggs to utilize the technologically savvy market in order to drive traffic to their website.
In order to target the new market effectively they have segmented by body shape therefore the product range will offer mix and match bikinis to suit shape and onepiece swimsuits to support and flatter.
consumer
The new consumer are teenage girls aged 13-21 (see figure 7) from the A/B socio economic group. They are ranging from school girls to university and are interested in sport, fashion and music. The difference in body shape between these ages changes dramatically and there are only few retailers who cover this age group. The decision was backed up by strong research shown in (appendix 4) showing the power of the younger generation.
Fig 6
Ella Age: 17 Interests: Music, festivals, social media, Skiing, holidays. Reads: Dazed and confused, ID
Fig 7
4. 1 Swi m mar ket Like most markets, the swim market hit a downfall during the recession and cuts on government spending meant the plans to make Sports Centre's free, was not carried out however new centre’s still continue to be developed. (mintel: online, 2011) Swimming is the most popular activity at leisure centres and swimming pools, reflecting its position as the most popular sporting activity. For the younger market, the main restricting factors limiting the amount of use may be cost and time; therefore Zoggs campaign can encourage girls to swim. (mintel: online, 2011)
4. 2 Compet i t or anal ysi s In the market that Zoggs are already selling in and the future market they aim to sell in, Zoggs face strong competition from various swimwear brands. Zoggs provide fitness swimwear however do not specialise in competition or fashion led products. This results in competition from brands such as Speedo and Adidas as well as brands that specialize in beach, resort swimwear e.g Seafolly and high street brands New look and H&M. From the perceptual map and competitor table (see figure 8&9 ) It is evident there is a gap in the market for fashion led fitness swimwear that can be used by young women from the age of 13-21 as no competitors have specialized in this niche market. A competitor table in (appendix 5 of the three main competitors looked at were speedo, billabong and New Look, as they are from three different sectors of the swimwear market but Zoggs will be covering consumers from all. All three connect with their consumers individually through specific techniques to target their markets.
Fig 9
4. 3 Advances i n di gi t al t echnol ogy
In order for brands to survive in the current market, is about success online and having more than just a presence which Zoggs need to increase. Digital marketing will be reaching consumers throughout their daily routines providing a more engaging branded experience. It has the ability to create a more personally relevant advertising experience. (Krumsick, Anytime, anyplace, digital is everywhere, 2011) Examples are shown in appendix 7) A key new advancement is Radio frequency identification (RFID) technology which marketers use to apply the technology’s ability to automatically capture accurate, real-time data to create more engaging brand experiences and build brand loyalty. (Krumsick, Anytime, anyplace, digital is everywhere,2011) One example is Coca-Cola’s recent RFID enhanced event. (see figure 10) The study on our target market, young consumers in (appendix 6) shows how they are becoming more interested in technology therefore Zoggs need to create advances in which they would be interested in.
Â
Fig 10
4. 4 Fut ur e of onl i ne r et ai l i ng
The UK online retail market is expected to yield ÂŁ123billion in 2020.Online shopping accounts for 17% of the retail market becoming increasingly dependent on the use of mobile technology. A major advance in retailing will be the ability to pay for products in-store via mobile payment devices on smartphones. Over 82% (Mintel:online,2011) of UK homes have an internet connection. The use of various new technologies for customers to share a real experience when purchasing online are shown in (appendix 8) It is about creating a user experience that can be interacted with. Consumers are increasingly exposed to the competitor landscape, meaning it is becoming a race for brands to have the most creative; user-friendly was of communicating with their demographic and increasing the ability to complete the purchasing process. (WGSN:online, 2012) Overall with advances in online retailing Zoggs have the opportunity to expand their advances in order to make the customers shopping experience quicker and easier, making their predominant distribution channel online.
4. 5 Compet i t or s soci al medi a Within the last ten years social media has evolved through the growth of technology. The World Wide Web provides inevitable amounts of information allowing consumers to locate information at a click in seconds. With one hundred million users applying for a Facebook account in under 9 months (Targ8: online, 2012) this shows that a mass audience can be targeted through social media. The power of Facebook (appendix 9 ) is shown through Zoggs competitors are using advances in technology to their maximum potential shown in the following (figures 12-15) therefore it is important for Zoggs to keep up to date and on top of the market. If competitors are capturing the market with various social media channels, Zoggs need to ensure they are doing the same. Nike have been leaders in innovative use of social media to create interaction with their customers. They are currently pushing their twitter campaign; ‘How will you make it count in 2012?’, getting their consumers to post on twitter. (nike:online,2012) This is along with effective Facebook campaigns (appendix 10) Speedo have been connecting with non competitive swimmers through social media which will be Zoggs primary objective, creating the “pace club” app, which is involving consumers. (speedo:online,2012) The swim and high street brands Zoggs will face use their social media channels to blog and interact with consumers and listen to their thoughts.
Fig 11
Fig 12
Fig 13
Fig 14
Fig 15
4.5 New innovative ways of using social media Tissot and DC (shown in figures 16 & 17) are brands that have been noticed for their innovative social media use. Their effective ideas are interacting with consumers and creating a buzz. Zoggs need to interact with consumers but also get people talking about them and spreading the word. It is about consumers being able to react with the brand and then post images or experiences they have had on Facebook to share with friends.
DC LIVE PARK -Situated in Meribel, St Lary, Font Romeu Pyrennes and Lenzerheide
-Integrated chip on sticker is picked up by camera -Watch and edit your video before sharing on Facebook
Fig 16
Integrated augmented reality into their website to give their consumers the chance to superimpose different watches onto their wrist.
You are able to take a photo of yourself and post it on Facebook and twitter. Webcam and paper wristband
Fig 17
5. 0
Ent r y st r at egy
From the following research an effective entry strategy has been devised in order to capture the attention of the new market.
5. 2 Pr i ce
5. 1 Pr oduct
The pricing of ‘Zoggs Unite’ swimwear is dependent on the style and colour of the bikini and swimsuit.
From the research undertaken and the evidence of how competitors are doing well, a gap in the market has been identified therefore • A new range has been developed for Zoggs named ‘Zoggs Unite’, designed for girls aged from 13 to 21 years for recreational and fitness swimming. The reason for the new name is differentiate the brand and create a sub brand for the teenage market so they can go from young swimmers all the way through to adults without missing the teenage age group. This age also want to be differentiated from their mums and would want to wear. • The vision for the new range is to create something for girls who want to feel comfortable in the public eye when swimming. • Swimwear will have different shapes and sizes to accommodate all body shapes. Primary research suggests girls at this age struggle to find correctly fitting swimwear. The bikini top is available in a halter neck and bra style specifically to provide support similar to the swim shapes range. Other than bra sizes, it sizes will range from 6-18. The swimsuits will be designed for practicality but also appealing patterns.
• Halter neck style bikini top and bottoms -£12-£15. • Bra style bikini top with underwire and padding£15-17 • Swimsuits- £25. This is due to pricing of Zoggs and competitor pricing which is also shown in the table, (figure 9) The pricing needs to be affordable for this target consumer as at the moment competitor fitness swimwear is evidently quite high.
Fig 18
The name “Zoggs unite” is from people from the surf and beach club culture being part of a unity. We also want teenagers to be brought together through social media and the new range.
Fig 19
Fig 20
Fig 21
Enf or ci ng t he Zoggs br andi ng
Fig 22
5. 3 Pl ace Research suggests that consumers are now primarily shopping online. Therefore in order to drive traffic to the website, we have proposed Zoggs improve their online store experience to engage with the current audience but also the younger consumer as they are competing against brands clear web designs and interaction. The range will be sold primarily online and in their catalogue in order to drive traffic to their new and improved website. Other distribution channels will be stated in the future plan.
5. 4 Pr omot i on • Promotional event will be at Boardmasters festival in Newquay to promote the new range and create a buzz, although predominately not aiming towards just surfers this is the target age we want to market towards. The people at the event will also be interested in other swimming activities. • Zoggs team will have a stand at the festival that will be encouraging festival goers to have their photo taken in a fun photo cut out. Photos will be uploaded to Facebook, to view them you have to like the page like the David and Goliath brand (figure 23) • Twitter campaign- go onto Twitter page to find out a secret word every half an hour. The first person to return to the Zoggs stand and tell the team the secret word will then receive a free Zoggs goody bag. This is an effective way of encouraging people to follow the page and maximize their social media usage.
Fig 23
• On the terrace of the “beach bar” next to the Zoggs stand will be a big splash pool. Cameras will be in the pool and you can purchase a wristband with a chip which will pick you up and take a video or photos of you underwater. We have named this promotional strategy “Zoggs follower” (see figure 24) • Videos will be uploaded onto Zoggs micro site. Once participant signs up they can log on and access their personal video. This can then be shared. • The best video uploaded every month will be offered the chance to contribute to the blog giving them the chance to interact with the brand. • The same idea will be accessed in leisure centres and take place at scheduled teenage swimming sessions. The camera will only pick people up in the chip, used for fun or improving your swimming. • A press release will be sent to magazines such as cooler and ELLE in order to inform current and consumers of the launch.
Fig 24
Fig 25
5. 5 A smar t phone app In order to engage with the consumers through mobiles simple app-contain a look book of swimwear styles integrated links to the online store, a news page featuring live up to date news about events going on in the swimming world and finally a section to view the top “Zoggs follower” videos from the events. This is to link the whole strategy together and allow for easy purchases and will create a halo effect of the products being seen in various places (figure 26 )
5. 6 Websi t e The internet is as competitive as the high street and being able to defeat rivals often depends as much on a compelling presentation with clear website design and functionality, as it does on a product proposition. (WGSN:online, 2011)(Alexa.com) states that the time spent in a typical visit to the Zoggs site is roughly three minutes, with 20 seconds spent on each page view therefore recommendations have been made to improve this. It is clear that the website is slightly disorientated (see figure 27) and Zoggs are not using their online presence to their full advantage. Therefore we have created a clear website layout making the interaction clearer in order for consumers to access what they want at a faster rate. A new “Zoggs unite” page has been created in order to appeal to the younger age group making it more interactive with blog updates and photos and videos. To drive traffic to the website there will be a competition where you have to subscribe so Zoggs have your details and you can win tickets to board masters.
Fig 26
No clear sections for different target markets
Un clear social media links
Shop contains all products
Fig 27
Immediate Facebook link Individual section for all consumers
New collection
Fig 28
Fun Interactive
Fig 29
5. 7 Soci al medi a The power of social media has meant brands can interact with consumers with a small marketing budget , therefore new social media pages will be made for the “ Zoggs unite range�, (figure..) posting more target specific information on there, including videos and blogging. There will be a strong link to the Zoggs page but will give the teenagers a chance to enjoy the new, exciting part of the brand. Due to their being age restrictions from 16+ on the sites also backs up our decision to design a new range as it would be hard to target the young age group Zoggs already target.
5. 9 Budget
The marketing strategy was kept to a budget therefore has been broken down in (appendix 12) Although predominately some costs were high, this strategy outlines the most effective way to interact with consumers and the large use of social media will keep costs down.
6. 0 Concl usi on and f ut ur e pl an: In conclusion, our 24 month strategic plan shows (figure 25) although predominately a costly launch, with the gap in the market being so vast, Zoggs has the chance to utilise this to their full potential and bridge the gap. With social media being the key to marketing, this launch provides a promotional strategy in order to capture the market. Although boardmasters is a surf event, the target consumers there will also be interested in swimming and fitness in general. This will be an event to create a buzz and then in the future strategy different promotional ideas and distribution channels will be considered. Whilst Zoggs already have an established consumer base the large gap in the middle can be used so they can cover all age groups, encouraging brand loyalty as the consumer can shop from early stages of their life, all the way through to the adult range. With the range being suitable for all purposes Zoggs can become a lifestyle brand, hence why we named our strategy the Zoggs life. With advancements in online retailing it is important Zoggs maximise their online presence to their full potential and make purchases for consumers easier, which will potentially drive further sales. The success will be evaluated through the amount of traffic driven to the website and social media pages and resulting in the amount of sales. In our future plan, Zoggs could sell online through retailers such as ASOS in order to reach a vast consumer base. After the predominant event and the brand establishing itself in this market, the less costly social media marketing will be pushed forward once known about, interacting and keeping the consumers interested.
Fig 30
Fig 31
appendi x
Appendix 1 SWOT ANALYSIS
STRENGTHS • Strong brand identity – relaxed, Australian, fun brand image- at the forefront of all Zoggs products and communication, ensuring that the consumers fully understand what they are getting from Zoggs products. • Social media usage – Zoggs understand the need to engage with their consumers through the use of social media sites Facebook, Twitter and YouTube giving them a live point of contact. • Customers are being recognized which improves trust and loyalty. • Product Technology – precise and clear when detailing the technological aspects of their products, whether it is goggle lens filters or SwimShapes features, details are clearly stated and focused on as a main selling point for the brand. • SwimShapes successfully segment different styles of swimwear depending on body shape making it easier for women to select the most appropriate swimwear.
WEAKNESSES • Strong emphasis on female and junior ranges - male consumers may feel unwelcome to the brand on the website as there is not as much emphasis on details of the male ranges. • The designs and colours are not as advanced as on junior of female ranges. • Weak website design – the Zoggs website is hard to navigate around with uninspiring imagery and language that doesn’t successfully communicate the Zoggs brand essence. • Undifferentiated products in relation to competitors • Zoggs has no standout USP that gives them the advantage over other swimwear brands.
OPPORTUNITES • Opportunity for Zoggs- new market opportunity to tap into the teenage girl market. Opportunity to increase brand awareness within this target group and also within the larger already established market. • By entering into this new market segment Zoggs next biggest opportunity is to interact with new media above and beyond Facebook, YouTube and Twitter. • There are new methods of technology that Zoggs can incorporate into their website and social media channels to increase awareness and brand loyalty such as smartphone apps, video technology and augmented reality. • improve channels of distribution. By working on making the online store more prominent and easier to use the time-pressed consumers who are used to having everything at the press of a button are more likely to interact with the brand. • Using other online swimwear and fashion/sport specific websites, such as ASOS.com, further along the timeline will again increase the amount of sales for Zoggs within the teenage girl market.
THREATS • The biggest threat for Zoggs when targeting the new teenage girl market is other surf brands. Brands such as Roxy and Billabong who already target the teenage market and are well established within the surf and swim community are using new technologies to really interact and communicate with their market and engage them in their whole lifestyle. • brand stretch of high street brands that are now becoming a one-stop shop selling everything needed for a complete wardrobe for every occasion. This is leading to a decline in sport specific shops that are selling specialised sports products. • In turn this may lead to potential new consumers turning to high street shops and buying products from brands such as Topshop as opposed to specialised sports shops.
APPENDIX 2- QUESTIONAIRE 1 RESULTS QUESTION 1 Male 61.5% Female 38.5% QUESTION 2 Age 13-15 23.1% 16-18 30.8% 19-21 23.1% 21+ 23..1% QUESTION 3 How often do you go swimming per week? 1 – 38.5% 2 – 38.5% 3 – 7.7% 4 – 15.4% Evaluation: regular swimmers that swim several times a week. Suggests that they swim for fitness and as a hobby rather than for leisure or fun with friends. QUESTION 4 How often do you purchase new swimwear? Monthly 2 2-3 months 3 4-5 months 3 6 months 2 Yearly 2 Evaluation: Swimwear used as regularly as 2 or more times per week needs replacing a lot more often. This means that quality of material and swimwear longevity is important when buying new swimwear in order to maximise value.
QUESTION 5 What are the most important features you look for when buying new swimwear or swim accessories? Design – 61.5% Colour – 30.8% Brand – 23.1% Technological features – 53.8% Price 30.8% Adjustable sizing 15.4% Evaluation: The design of the item is the most important feature of the swimwear or accessories for people of the target age, closely followed by technological features such as goggle anti-fog technology. colour and price were of equal importance. Small amount of participants chose brand suggesting that perhaps the target consumer are less brand loyal and instead shop across the market looking at all products available before choosing the most appropriate product. Adjustable sizing held a small amount of importance. QUESTION 6 Do you ever encounter problems when buying swimwear/accessories? If yes please detail. Goggle bands snap easily Lack of sport shops to buy from Goggles don’t fit properly Anti-fog lens wear out and don’t last very long Chlorine wears away material Goggles get scratched easily Elastic on goggles doesn’t stay tight for long Understanding swimwear sizing online Evaluation: most complaints are about the wear and tear of products suggesting that a focus on the quality of material would attract consumers who swim regularly to purchase Zoggs swimwear. Emphasis on the technological features of goggles as well as the design features would also re-assure potential consumers that they are buying well fitted comfortable products. Making sure the online purchasing process is as easy to use and detailed as possible, using swimshapes or personalised sizing options to increase confidence of buyer.
QUESTION 7 Where do you buy new swimwear from? Sport shops – 53.8% Direct from the brand – 15.4% Online – 61.5% Mail Order – 0% Leisure Centres – 0% Evaluation: The majority of the teenage target age group purchase new swimwear either from sports shops or online suggesting that being able to shop across the market and comparing competitors is an important factor when deciding which suit to buy. Making online buying easier, quicker, more personalised sizing options ect will encourage shoppers to purchase Zoggs products above competitors. Swimmer of the target age group are not buying swimwear from leisure centres even though they are regularly visiting them to swim. This suggests that Zoggs needs to focus the distribution of its teenage range online and through retail distribution channels with sports shops. QUESTION 8 Are there any places you would like to be able to buy swimwear from but can’t? Sport shops Swimshop.co.uk Evaluation: more evidence that sport shops and online services will be the most successful channels of distribution for Zoggs teenage range
QUESTION 9 What is your favourite swimwear brand? Nike – 16.7% Speedo – 100% Evaluation: Although Zoggs was listed along with Addidas, Arena and Head nobody picked them as their favourite brand. This is a challenge for Zoggs to become more prominent in the teenage market by including a new range and engaging more with the target age group. QUESTION 10 If you could design your own swimwear what features would it have? Tight fit Multi coloured Comfy goggles Heated material for sea swimming Pocket for locker key Colourful Warming material for when exiting the sea Durability Comfort Reasonable price Bright colours Good fit interesting design Material that doesn’t lose elasticity Hidden seam Anti-chlorine material Evaluation: Being regular swimmers both in the pool and in open water having equipment that is reliable and long lasting is of high importance as well as the swimwear actually looking good in terms of colour and design. Some more specific technological features could be included in the range such as warming material for sea swimming. Better awareness of the Zoggs products available would benefit the target consumer who may not already be aware of the range of goggles and swimwear available specifically fo sea swimming and fitness pool swimming.
APPENDIX 3- QUESTIONAIRE 2 RESULTS How are old are you? • 13 – 15 years old 3.7% • 16 – 18 years old 22.2% • 19 – 21 years old 70.4% • 21 + years old 3.7% What is the purpose of your swimming? • School 0.0% • Leisure activity 22.2% • Fitness 37.0% • Competitions 3.7% • Holiday 44.4% • I rarely go swimming 14.8% To evaluate the of the purpose why questionnaire participants went swimming suggests they use swimming as a main source of fitness, but also on holiday where they may swim for leisure and fun. Do you buy separate swimwear for different purposes? • Yes 55.6% • No 33.3% • Sometimes 11.1% The above answers suggests that majority of people by a swimsuit set opposed to separates, buying a set means that the set is complete and matches, opposed to separates that they not go, or be of a different pattern. Are you brand loyal when purchasing swimwear • Yes 7.4% • No 92.6% Due to the young target audience the answers clearly suggests that they do not continually buy into a brand and therefore look for offers and new innovations which may evoke them to buy into a brand opposed to being brand loyal and always buying into the brand.
If yes, do you follow them • Twitter • Facebook • Both 100% This shows that they are brand loyal and follow their brands on social media, suggesting they are interactive with brands, reading and viewing posts and tweets in which they post in order to keep up to date with brands, ensuring they know what brands are offering. Do you struggle to find swim wear that fits you properly? • Yes 40.7% • No 37 % • I have done in the past 22.2% The above results show that over half of participants struggle to find swimwear or have done in the past, this may suggest that swimwear is not particularly fitted to body shapes and could be customised in order to improve and develop new products within ranges in the swim wear market. What do you prefer when purchasing swimwear? • Adjustable Straps 7.4% • Comfy 22.2% • Flattering 81.5% • Bust Support 29.6% • Fashionable Swimsuits 44.4% • Smaller bust size 14.8% • Larger bust size 14.8% • Other 3.7% A large percentage of consumers when looking for swim-wear look for a costume that is fashionable but will also flatter their body shape, with this in mind young consumers are fashion and body conscious therefore taking this into consideration they like to feel good when in swimwear.
Where do you buy most of your swimwear? • Sports shops 18.5% • Surf Shops 14.8% • High street shops 81.5% • Supermarkets 0.0% • Online 3.7% The results show the majority of girls do not go direct to specialists shops, however go to fashion based high street shops that do not necessarily specialise in fitted swimwear but provide fashionable garments. Are you ever conscious of going swimming as you are exposed to the public?? • Yes 69.2% • No 11.5% • Sometimes 19.2 This suggests that young girls are very conscious when wearing swim- wear, therefore producing swim-wear that fits may minimise young girls being conscious when swimming, If yes, would you feel more confident if your swimwear was specifically suited to your body shape? • Yes 91.3% • No 4.3% • It would help 8.7% The above results propose young girls would buy swimwear that was designed for different swimwear that was flattering for different body shapes. To evaluate the questionnaire carried out by young girls it clearly suggests they are fashion conscious individuals who shop on the high street for swimwear that is flattering to their body shape but struggle to find swimwear that fits them well, wearing swimwear both for exercise and leisure.
APPENDIX 4 NEW CONSUMER A Mintel report on Youth Fashion suggests that ‘The younger generation are keen sports participants, with the majority (62%) taking part in some form of sporting endeavour at least once a week. They are the primary drivers of sales within the sportswear clothing category.’ 2012 is also a huge year for sports in the UK with the Olympics having a huge influence on many aspects of consumer behaviour and trends. Today's youth consumer buys into a mind-set and brands that sell not only garments but have effective communication meaning Zoggs have the power to influence buying decisions.
Appendix 5
APPENDIX 6 • • •
Digital billboards, LED boards to create more relevant messaging. Facial recognition, using billboards with embedded cameras, passersby are scanned, their gender and age determined and then a more relevant advertisement is served. Another way digital is making headway is through disruptive engagement. Digital displays are amusingly catching audiences off guard through unexpected placement and the ability for consumer interaction. A great example of digital marketing delight is a recent Aquafina execution. The brand used LCD, screen mirrors to take over a public bathroom with branded messaging. When the person is ready to use the mirrors the advertisements were moved out the way. (Krumsick, Anytime, anyplace, digital is everywhere, 2011)
APPENDIX 7 Young consumers are generally more interested in new technology than older consumers, but personal technology items such as smartphones and video games, are becoming an everyday feature in the lives of today’s digital natives. Mobile phones are fast becoming ubiquitous too, with 91% of teens and tweens having their own mobile. (Mintel:online,2011) According to Mintel’s consumer research, 82% of youths aged 10-15 have used social networks. Facebook is the most established social networking platform amongst youths, with three quarters of children having ever used it. Currently, 92% of 14-15-year-olds are Facebook users. Some 42% of youths who own a smartphone say they have paid for apps on their smartphones, and the proportion almost doubles to 82% for downloading free apps on their phones. (Mintel:online,2011)
APPENDIX 8 • Smart phones as they are making purchases become simple and easy and will enable customers to purchase in store with them. • Apps have already been created to help enable this process however it is expected that the popularity of this will greatly increase in the coming years. • Pay Pal for safe and ease of payments but also being simple and time effective. • Augmented technology has been seen in high street stores, customers can interact with products. Being able to see products for size, shape and colour before purchasing may also reduce the amount of returns made. (Jenny Williams. 2011.) Online. 4G internet connection is also being rolled out across the country meaning that connection to the internet will be yet faster and easier, enabling users to connect to the internet almost everywhere. APPENDIX 9 Facebook is said to become the next biggest online retail environment with 40% (why open a store on Facebook?. 2011. Video) of consumers suggesting they use social networking when it comes to shopping online, with ecommerce and social commerce becoming the fastest growing segment in consumer retail with an estimated value of 30 billion dollars by 2015. (Eseller Media Ltd. anon. Online) Having an online store enables brands to promote and advertise on their Facebook page, offering a direct link to the store bringing trade to the brands, with very little effort. This goes along with twitter which is also up and coming, as you can update your status and view anyone’s profiles.
APPENDIX 10 - COMPETITOR SOCIAL MEDIA Nike Nikes campaign with Facebook called ‘Take Mokum, Nike+ Graffiti challenge’ where they pushed for their consumers to take up an Amsterdam running route. The idea was you downloaded the Facebook app onto your phone through Nike where you could then draw a running route on a satellite map of Amsterdam. You could then share the route back on Facebook and challenge people to run. They developed this by creating the Nike fun house which was a place for people to interact online also marketed through Facebook. They gained 9,202 members on Facebook, It was visited 183,275 times and 220 runs were created. This style of marketing massively improved traffic onto their site and Facebook gaining a larger audience and greater interaction. Speedo Speedo had not been interacting fully in the social media scene until last year. Speedo decided to use social media as a way to reach non competitive swimmers. They started the “Pace Club”, which they created a new website, catalogue and tagline. It includes a mobile app that allowed swimmers to access training programs, log workouts and view professional athletes giving tips and demonstrations whilst also meeting others creating Pace clubs virtual ‘swim team’ which can also be seen on Facebook and twitter. (speedo:online,2012)
Seafolly Currently uses the likes of Facebook, Twitter and Youtube to release limited edition product information and promotional campaigns. As it doesn’t have a store of its own it uses these to market their consumers. Roxy Currently utilizing the social media scene to create online campaigns that enables consumers to connect to the brand. They post events and information on surf and snow tournaments to keep their consumers in the know. Roxy also uses their own blog to push their news and events. Billabong Using their blog to post news and push their online campaigns. They also use social media sites to give gifts and promotional campaigns all creating a positive brand attitude and a reason to join their sites. For Christmas they produced their online calendar where everyday they gave out news, recipes, vouchers and other information to create consumer brand interaction.
Contact: Susie Hull Tel: 0115 474654 Mobile: 07986542321 Email: susiehull@zoggspr.com Zoggs “unite” teenagers with new collection Australian swimwear brand takes a new turn by launching a new collection, specialising in targeting the younger generation. London. Feb.6 2012.- Chris Baff product developer of Zoggs announces a new swimwear collection for 13-21 year old girls. The bold new range “unite” is influenced by combining the beach and fitness lifestyle into one collection, using Zoggs Australian brand image. The launch will hit the surfing coastline of Newquay at Boardmasters festival and will proceed to be sold online, on the new, improved, interactive website. Along with this there will be an exciting social media campaign where you can access videos and photos of yourself surfing or swimming….but how? Zoggs have seen a gap in the market. With teenagers being the most powerful consumers of this era, (states mintel) there has been a huge increase in brands social media and online presence for brands to utilize. There are limited brands out there that sell specialist fit swimwear for girls to wear swimming, surfing and for leisure; therefore Zoggs have an extremely innovative USP. Being known for their broad target consumer base and offering products to all ages, the last market to target has been recognised. The range will be an exciting mix of trend led bikinis and swimwear fit for all purposes, fit for all body shapes, sizes and taste. The most crucial, influential age of a young women’s life is from the age 13- 21 and face difficulties with accepting body shape changes and embracing exercise. Zoggs have a large fitness presence and want to encourage all young women out there to embrace their bodies and get in the pool, sea or the beach. The range was influenced by surfing and the beach lifestyle that Australia lead. The exhilarating part of the launch is the social media campaign behind it, the “ZOGGS FOLLOWER”. Do you want to be able to sign in online and share videos and photos with your friend’s of you having fun on the beach or underwater? But who is filming you? Bands will be given out at the festival Boardmasters, which contain a chip. There will be cameras that pick your chip up and film and take photos of your having fun in a big inflatable pool. You can then subscribe to the new improved innovative website and access your video. The website will contain a whole new section for the “ Zoggs unite” range for all the young women to browse blogs, videos, photos and of course enjoy the new range. There will be a winner for the best video each month and a chance for that person to blog on the “unite” page. So ladies, check out what all the buzz is about and visit www.zoggs.com/unite and sign up to win free tickets to Boardmasters. www.boardmasters.co.uk. For further information please contact Susie Hull, PR assistant, email susiehull@zoggspr.com
APPENDIX 12- BUDGET App
£4-8k
App & website combined
£10k
Marketing( tick ets, bands, pool, flyers, twitter, PR
£5k
Ref er ences
Word Count: 2,745 References (zoggs:online,2012) (Mintel: online, 2011) (Wgsn:online,2012) (Krumsick, Anytime, anyplace, digital is everywhere, 2011) (Targ8: online, 2012) (nike:online,2012) (speedo:online,2012) (tissot:online,2012) (Alexa.com) (Eseller Media Ltd. anon. Online) (speedo:online,2011)Â
Bi bl i ogr aphy
Bibliography Books Dibb, 2005. Marketing European. 5th Revised Edition. Boston: Houghton Mifflin Harcourt Kotler et al. 2008. Principles of Marketing. 5th Edition. England: Prentice Hall.
Articles Mintel, 2011. Leisure Centres and Swimming Pools (online) Available at http://oxygen.mintel.com/sinatra/reports/display/id=585284. (Accessed 14.01.2012) Mintel, 2011. Teens and Tweens technology usage (online) Available at http://oxygen.mintel.com/sinatra/reports/display/id=600658. (Accessed 14.01.2012) Mintel, 2011. A Mixture of New and Old Technology to Boost Broadband Infrastructure in the UK. (Acessed 14.01.12) Mintel, 2012 To be or not to be - Technology predictions for 2012. (Accessed 14.01.12) Krumsick, 2011. Anytime, anyplace, digital is everywhere Available at http://trends2011.clickhere.com/) (Accessed 21.01.2012) WGSN, Currated commerce: best practice. Jane Bibby & Jodie Ball. 15/12/2011
Wesbites Zoggs, 2012. essence. Available at www.zoggs.com. (Accessed 20.01.2012) Targ8, 2012. facebook. Available at http://www.targ8.com. (Accessed 20.01.2012) Nike, 2012. twitter promo. Available at http://www.nike.com. (Accessed 20.01.2012) Speedo, 2012. pace club app. Available at http://www.speedo.co.uk/en_uk/. (accessed 19.01.2012) Tissot, 2012. augmented reality. Available at http://www.tissot.ch (Accessed 18.01.12) Alexa, 2012. Zoggs online traffic. Available at www.alexa.com. (Accessed 18.01.12) Eseller Media, 2012. Social Media Influence. Available at http://socialmediainfluence.com/conference2012/ (Accessed 17.01.2012) Seafolly, 2012, reference. Available at www.seafolly.com. (Accessed 18.01.2012) Billabong, 2012, reference. Available at www.billabong.com (Accessed 18.01.2012) Roxy, 2012, reference. Available at www.roxy.com (accessed 17.01.2012) DC, 2012, Live park. Available at http://www.dceurope-livepark.com/ (Accessed 15.01.2012) Asos, 2012. Reference. Available at www.asos.com. (Accessed 17.01.12) New Look, 2012. Reference. Available at www.newlook.com. (accessed 18.01.12)
Images Fig 1- wordle. 2012. Online image. Available at: www.wordle.com. (accessed 15.01.12)
Fig 18- unite moodboard. Online image. Available from googleimages.com. (Accessed 19.01.12)
Fig 2- brand essence moodboard. Online image. Available at www.zoggs.com (accessed 16.01.12)
Fig 19- moodboard. Online image. Available from weheartit.com (Accessed 19.01.12)
Fig 3,4,5- consumer moodboard. Online image. Available at google images and weheartit.com. (Accessed 14.01.12)
Fig 20- moodboard- Online image. Available from weheartit.com (Accessed 19.01.12)
Fig 6- bodyshapes. Online image. Available at http://www.daneechi.com/Shop-by-Shape. (Accessed 15.01.12)
Fig 21- range- own images
Fig 7- consumer moodboard. Online image. Available at google images and weheartit.com (Accessed 14.01.12)
Fig 23- David and Goliath- Online image. Available at www.facebook.com/chicksrule. (Accessed 23.01.12)
Fig 8- perceptual map. Online image. Available from brand logos from individual websites. (Accessed 17.01.12)
Fig 24- Board masters event. Online image. Available at www.boardmasters.co.uk . (Accessed 23.01.12)
Fig 9- competitor table.Online image. Available from brand logos from individual websites. (Accessed 17.01.12)
Fig 25- Zoggs follower. Online image. Available at www.googleimages.com. (Accessed 23.01.12)
Fig 10- Coca cola RFID. Online image. Available from www.gawker.com (Accessed 17.01.12)
Fig 26- Smartphone app
Fig 11- social media. Online image. Available from http://learningonlineinfo.org. (Accessed 17.01.12)
Fig 22- range- own images
Fig 27- website. Online image. Available at www.zoggs.com (accessed 23.01.12) Fig 28- new website
Fig 12-15 Screen prints. Online image. Available from brands social media pages. (Accessed 17.01.12)
Fig 29- Unite website
Fig 16- DC live park. Online image. Available from http://www.dceurope-livepark.com. (Accessed 19.01.12)
Fig 30- Asos. Online image. Available from Asos social media. (accessed 23.01.12)
Fig 17- Tissot. Online image. Available from http://www.tissot.ch/ (Accessed 19.01.12)