Brand Analysis & Marketing Plan Lauren Mitchell, Sohini Lakhani, Lizzie Schofield, Jennie Phillips
Mar 10, 2016
Brand Analysis & Marketing Plan
Lauren Mitchell, Sohini Lakhani, Lizzie Schofield, Jennie Phillips
CURR
ENT
Zoggs The Brand
Brand recognition highest amongst parents and children.
Brand recognition falls amongst late teens and those in there 20’s.
Primary research = 46% of participants were aware of Zoggs .
Brand recognition CURR
ENT
30 MILLION ADULTS IN THE UK SWIM
- - - - - - - - - - - - - - - - - - - - - -
2ND MOST POPULAR SPORT - - - - - - - --
CURR
ENT
Current UK Swimwear Market
Current UK Swimwear Market
60% of people participating in swimming weekly - - - - - - - - - - - - are females
£3 billion is spent on sportswear a year - - - - - - - - - - - - - - - - - - - - - (Mintel.2002, Online)
Spending on sports clothing has risen by 50% the last 10 years to £10 billion in 2010 - - - - - - - - - - - - - - -
CURR
ENT
Current cosumer
CURR
ENT
Current Consumer
ZOGGS ADULT
Current cosumer
CURR
ENT
Current Consumer
ZOGGS PERFORMERS
Current cosumer
CURR
ENT
Current Consumer
ZOGGS KIDS
Current cosumer
CURR
ENT
Current Communication
Perceptual map
CURR
ENT
Competitors
CURR
ENT
Competitors Communication
CURR
ENT
New Products
PROP
OSAL
Kids swim kits
New Products
PROP
OSAL
Aqua Gym
PROP
OSAL
New consumer
PROP
OSAL
Z
Zoggs Dares Me ! Photos of consumer in Zoggs products in surprising loca=ons.
PROP
OSAL
Website – My Swim Shape
PROP
OSAL
Website – My Swim Shape
PROP
OSAL
Website – My Swim Shape
PROP
OSAL
Online Banner for Swim Shapes
PROP
OSAL
Navigational Arrows
Clicking the + brings up more product information
Website – Interactive Look Book
PROP
OSAL
Website – Online community
PROP
OSAL
Website Online Community
PROP
OSAL
Front Back
Competition Entry Form
PROP
OSAL
Charity Swim
PROP
OSAL
New packaging
PROP
OSAL
2 Year Marketing Plan Cost
Non Digital marketing £2,000 New Website Technology £8,000 Digital Marketing £5,000
Sum = £15,000
PROP
OSAL
2 Year Marketing Timeline
PROP
OSAL
2 Year Marketing Timeline