UNIVERSITY OF LEEDS LEEDS UNIVERSITY BUSINESS SCHOOL

Learn To Swim Sea Squad

Submitted By:-

Hardik .Shah
Student number: 200576964 MA Advertising and Marketing Advertising, 2010-2011 Content Word count: 3053

Sally Chan
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Table of Contents
1.0 Background .......................................................................................................................................... 4 2.0 Customer Insight ................................................................................................................................. 6 Market Segmentation ................................................................................................................................ 6 Target Audience ..................................................................................................................................... 6 Kids .......................................................................................................................................................... 6 Kidfluence ............................................................................................................................................. 7 Early Age Target .................................................................................................................................... 7 Young consumers as collectors ............................................................................................................ 8 Position .................................................................................................................................................... 8 Lifestyle ................................................................................................................................................... 8 Consumer Involvement......................................................................................................................... 8 Brand Awareness ................................................................................................................................... 9 Motivation ............................................................................................................................................. 10 Seasonality ............................................................................................................................................ 10 Customer Views ................................................................................................................................... 10 Advertising Objectives ............................................................................................................................ 11 Creative Brief ............................................................................................................................................ 12 Brand Insistence ........................................................................................................................................ 13 Awareness:............................................................................................................................................ 14 Accessibility ......................................................................................................................................... 14 Value...................................................................................................................................................... 15 Relevant Differentiation .................................................................................................................... 15 Emotional Connection........................................................................................................................ 15 Formats & Appeals .................................................................................................................................. 16 Press Advert.............................................................................................................................................. 16 Campaign Add-ons.................................................................................................................................. 18 Loyalty Card ......................................................................................................................................... 18 Campaign Evaluation .............................................................................................................................. 18 2

Measurement ........................................................................................................................................ 19 Bibliography ............................................................................................................................................. 21

1.0 Background
A swimwear is an article of clothing used for swimming and now-a-days sunbathing. For majority of the children swimwear is a one-piece maillot style. Boys swimwear is either a bikini-style brief or the longer and fuller swim trunk. Synonymous with swimwear, the iconic brand celebrates 80 years of dominance creating revolutionary new technologies, designs and innovations. In the 1920s Speedo made history with the Racerback: the world's first non-wool suit. In 2008 Speedo redefines swimwear again with Fastskin LZR RACER, the fastest and most technologically advanced swimsuit ever created; meanwhile designer collaborations with Comme des Garons put Speedo at the cutting edge of design. As the world's leading swimwear brand, Speedo is passionate about life in and around the water, supporting swimming from beginners through to elite level, including the phenomenal Michael Phelps. Although swimming is not a natural human ability, people have been drawn to water since ancient times. If you do not have the right swimwear for yourself while you swim, you will not be able to get the maximum fun out of this swimming activity. You can swim in a better way and would also be able to have it in an easier way due to the comfort and flexibility provided by these swim wears. In the swimwear industry Speedo leads the list of brands by very huge margin and hence there doesnt seem to be any sort of threat or challenge to the brand hence majority of brand or market analysis except for the customers insight will not have much implications. The Speedo Learn to Swim range has been created to introduce kids to the water in a safe way. The range is divided into three stages, with Speedo Sea Squad characters bringing the offer to life and develops your childs water confidence. Getting kids into the pool is a great way for them to build confidence, improve wellbeing and to help form an essential life skill. The collection features everything you need to give your child for the best start in the water- featuring swimwear, equipment and games for the pool.

Stage 1: Start Splashing Time to get wet! For babies experiencing water for the first time, the Swim Seat helps the child feel at ease in the pool, whether in the pool, or even the bath. Speedo also has a range of Aquanappies, Watch them laugh as they splash around in their Swim Seat, and then hug them dry in Speedos cute hooded baby towels, all you need to take your baby on its first swimming / water adventure. Stage 2: Start Swimming Through the basic skills / level of learning its time to develop those swimming techniques and get them started, Speedo's Sea Squad Bobble Float Suit helps with buoyancy, which also assists in obtaining the correct body position and technique. Speedo's Sea Squad Armbands and Sea Squad Swim vest will help your child get used to swimming and enjoying the water. Stage 3: Get Confident To challenge your child to get the best out of him and to go one step further and really start developing swimming confidence, The Mini Kick is great for developing floating and kicking techniques, Speedo's Water-bombs and Sea Squad Dive Shapes and are the perfect games for adding fun and challenge to every swim whether on top of, or under the water. It also encourages your child to hold their breath and open their eyes under water giving them a chance to get a bit more adventurous, and have some excitement! Just dont forget to protect their eyes with a pair of Speedo goggles!! Speedos Sea Squad is what your child needs to help build swimming confidence and ensure your kid make a big splash in the pool swim.

2.0 Customer Insight

While everyone wants the best pair of swim trunks for the future summer season, nobody wishes to overpay for them. To the contrary, the last thing that you want to do is have to spend a lot more then you ought to for swim trunks that you KNOW you could get some cheaper option someplace else. Its the sort of thing that will simply give you fits, (Page, 2011).

Market Segmentation
Target Audience: It consists of Parents majorly mothers having children between 0-7 years.
Moreover they are from ABC1 category. This will also include their kids. ABC1 aged between 23 30 years are the customer having a good disposable income, they develop their own taste, and majorities are of kinds who want to give best of the possible things to their child. These are also the ones who believe in achievement in life. Just-style believes that it is invalid to segment the market rigorously into swimwear worn for leisure, and swimwear worn for serious sport. One persons performance is anothers fashion statement, (Just-style, Feb 2009). Other criteria for market segmentation of body wear are (other than by gender) Geodemographic factors, attitude towards fashion, type of activity, special circumstances and life style, brand awareness and preferences, price/quality ratio. These criteria would only give an idea of which areas the advert should be released so that it will gain major response. As the brand is such a huge one & the activity of swimming is also one which is involved into daily lives of the target Audience, the advert may also released to the non-immediate TG. This will lead to persuade these segments to turn towards the TG segment and aspire them to purchase the brand products.

Kids: They represent an important demographic to marketers because they have their own
purchasing power, they influence their parents' buying decisions and they're the adult 6

consumers of the future. Parents today are willing to buy more for their kids because trends such as smaller family size, dual incomes and postponing children until later in life mean that families have more disposable income. As well, guilt can play a role in spending decisions as time-stressed parents substitute material goods for time spent with their kids.

Kidfluence a marketing industry book according to which, pestering or nagging can be

divided 1. Persistence and 2. Importance Persistence nagging (a plea, that is repeated over and over again) is not as effective as the more sophisticated "importance nagging." This latter method appeals to parents' desire to provide the best for their children, and plays on any guilt they may have about not having enough time for their kids. into two categories:

Early Age Target: Marketers plant the seeds of brand recognition in very young children, in
the hopes that the seeds will grow into lifetime relationships. This take care of their Tertiary

Objectives according to the Center for a New American Dream, babies as young as six
months of age can form mental images of corporate logos and mascots. Brand loyalties can be established as early as age two, and by the time children head off to school most can recognize hundreds of brand logos. "Brand marketing must begin with children. Even if a child does not buy the product and will not for many years... the marketing must begin in childhood." - James McNeal, The Kids Market, 1999. While fast food, toy and clothing companies have been cultivating brand recognition in children for years, adult-oriented businesses such as banks and automakers are now getting in on the act. Magazines such as Time, Sports Illustrated and People have all launched kid and teen editionswhich boast ads for adult related products such as minivans, hotels and airlines.

Young consumers as collectors: Marketers have discovered something about children that
parents have long knownthey love to collect things. Thanks to our consumer culture, kids amass huge collection of store-bought items such as Beanie Babies, Barbies or Pokmon cards and figures. (Media awareness networks, 2010). Here we could support the campaign with a Loyalty Card for the Kids.

Position: It is not only a swim suit but is also a fashion icon that would make you more
attractive and inspiring as you swim around. There is a great variety and range of the swim wears that are available with this brand. The colors are totally vibrant and eye catching.

Lifestyle: As demographic segment mentioned, lifestyle covers a variety of psychographic

factors including activities, interests and opinions (AIO) (Yeshin, 2006), which will be used to develop the Speedo advertising.

Consumer Involvement: In the given category of product majority are having high
involvement as it is to do with their own baby varying from 0-7 years. They want to give their child whatever the best they can. It also concerns their appearance leading to high involvement. Product usage, durability and quality are more vital than the brand. They also receive the product as a gift during certain occasions (Sarah, 2011)

Lifestyle Factors Work Leisure Activities Key points Achievement Leisure around children. Liking to take foreign activities their revolve and

family

holidays and short breaks. Sports Health & Fitness Swimming is taken seriously Join gyms & clubs to remain fit. Media Experience Attitude could be changed through media Prefer to be up-to-date in terms of the happenings

concerning them

Brand Awareness: In the given scenario we

need to install the Top Of the Mind awareness, so as to create an ever-lasting image that could lead to first thing when thought of the category. As the brand is already exists in the unaided segment of the awareness and though moving upwards supported by it marketing and other activities.

Motivation: As in UK majorly swimming is taking as an important activity supported by the

govt. council and schools. It serves as a most important motivation for the customer to purchase. Their well-being & appearance being important to them and also Swimming being considered as leisure also serves as a big motivation leading to the purchase. (Just-Style, 2009).

Seasonality: Seasonality factor influences on swimwear buying behaviour, with the Spring
and summer being the most important times of the year (Mintel, 2007a). This might indicate the ESC advertising timing and level of exposure, which affect advertising effectiveness (Krugman, 1975).

Customer Views: believe that Speedo being a giant brand, products are always of a very high
quality. Swimming costume last for almost more than a year, considered going to swimming at least twice a week. They had been sent Girls' Sea Squad Swim Vest (stage 2), 3 Sea Squad Dive Rings (stage 3) and Girls' Sea Squad Minikick board (stage 3), and what did we think of the products? Speedo Statistics on Swimming and Children: Approx 4mn of kids from the TG go to swim 1 in 3 children say swimming is their favourite family activity Children who have taken baby swimming classes have been shown to do better in gripping, reaching and balance tests than those who havent. 1 in 5 children leave school unable to swim. Over 130,000 children take part in the School Swimming Improvement Service top up swimming lessons. They were very satisfied with all the Speedo products we were sent for testing and would definitely recommend them. We love Speedo, and have always been very satisfied with their products. Most people recognize this brand as most winners in major swimming competitions wear Speedo.

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Advertising Objectives

The major objectives this add will serve:

Press advert to promote the Speedo learn to Swim Range Appeal the parents of children between 0-7 years to purchase Speedo. Position the range from the serious one to a fun and exciting one Enhance Brand Awareness to Top o f Mind Brand Reach the target audience in their early ages so as to gain life time Loyalty Increase the Market share Sales figure to increase in 6 months of the campaign launch.

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Creative Brief
Role of Communications Increase the ESC brand awareness and appeal

Target audience

Parents having children between 0-7 years, aged 23 - 30, ABC1, white-collar employment, concerning self appearance, high in self confidence. Want to get the best out of life

Proposition

You and your kid deserve the best

Desired response

Positive attitude towards the Speedo Learn to Swim Campaign thus Speedo Sea Squad, and intent to induce purchase

Reasons to believe

Speedo offers premium quality products that help your kid to learn, improve and enjoy swimming. As all the major winner chose this brand

Brand personality Tone of voice

Fun and sporty, achiever Symbolic/experiential orientation, aspiration, emotional appeal, and stylish

Execution consideration

Present Speedos brand image by matching the target audiences desires and thus building positive attitudes towards the brand & the campaign

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Mandatories

Call to action : Ancash discount voucher

Requirements

Print Add

Brand Insistence

For active families who love the pool and an energetic lifestyle, nothing beats Speedo's Learn to swim range.

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Its believed that the ultimate goal of brand is to move the consumer from brand awareness to brand insistence. Brand insistence model incorporates five elements that drive a consumer to insist upon a particular brand to meet his or her needs brand awareness, accessibility, value, relevant differentiation, and Emotional connection

These five areas of emphasis and activity are the primary drivers of consumer brand insistence, critical in becoming a category of one - brand where there are No Substitutes.

Awareness:

First, consumers must be aware that there are different brands in the product categories in which your brand operates. Next, they must be aware of your brand. Ideally, your brand should be the first one that comes to their minds within specific product categories and associated with key consumer benefits. Consumers should be able to identify which products and services your brand offers. They should also be able to identify which benefits are associated with the brand. Finally, they should have some idea of where your brand is sold.

Accessibility

Your brand must be available where consumers shop. Its much easier for consumers to insist upon your brand if it is widely available. Slight brand preference goes a long way toward insistence when the brand is widely available. The importance of convenience cannot be underestimated in today's world. 14

Value

Does your brand deliver a good value for the price? Do consumers believe it is worth the price? Regardless of whether it is expensive or inexpensive, high end or low end, it must deliver at least a good value.

Relevant Differentiation

This is the most important thing a brand can deliver. Relevant differentiation today is a leadingedge indicator of profitability and market share tomorrow. Does your brand own consumerrelevant, consumer-compelling benefits that are unique and believable?

Emotional Connection

First, the consumer must know your brand. Then he or she must like your brand. Finally, the consumer must trust your brand and feel an emotional connection to it. There are many innovative ways to achieve this emotional connection from advertising and the quality of front line consumer contact to consumer membership organizations and company-sponsored consumer events. (Derrick Daye, 2010)

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Formats & Appeals

Advertising appeal as any message designed to motivate consumers to purchase (Appelbaum & Halliburton, 1993). Considering the complexity of human motivation (Shankar, 1999) e.g. the variety of uses and gratifications (ODonohoe, 1994), and effective budgeting, advertising formats and appeals in order to persuade target audience. Its a proper mix of the Soft and the Hard Sell Appeal. More over the advert follows the Rational Format where it claims to be the superior. Here the advert tries to convey the message of being superior in quality, performance, slice of life, special offers and to a certain extent comparative as well, etc, (Resnic & Sterns)

Press Advert
Representational Idea Attached

Explanation: The advert describes the aspirational feel of the child being a winner. Here the child is also seen having fun inducing the idea of how fun it is with Speedo It also has a response mechanism; here there will be a code on the print mentioning some discount offer that could be availed by using this advert. This code could also be used while shopping online from any of the major retailers. This also will have an option for the parents to fill up a small form to enquire for a catalogue. Since this is a response provocative add it will be easy to measure its effectiveness. This will also be able to position the range from being serious to fun & exciting range. This will also let the kids get in contact with the Sea squad Mascots, which they will register in their mind & will remain in their mind for good.

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Campaign Add-ons
Loyalty Card: for the kids, As stated above that the kids love to collect, these will serve as an
bonus to the kids to get their own loyalty card as their parents with some other brand, this will be there with them for life. Thus we could also track the stage of swimming the kid has reached and hence in future tap them accordingly. They would be persuaded that if they have the card hat means they are getting the best they deserve. They will get an upgrade of the card everytime they by stuffs of the next stage.

Campaign Evaluation
Effective advertising means achieving objectives (Yeshin, 2006), and SALES INCREASE. Moreover, it is generally considered that Brand Awareness and Brand Recall are important to measure the impact on the target audience (Juchems, 1996). 1) Likeability of the campaign 2) Persuasion (interest and relevant to target audience) 3) Message communication 4) Campaign image

It would be based on academic models This advert would be initially a combination of Persuasion and Involvement Framework leading to loyal customer.

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Measurement
Aida Model or DAGMAR model could be places as a skeleton to measure the effectiveness of the campaign Bothe model do talk about the similar sequence in which the customer interacts with the brand and does the final purchase.

Awareness
Attention

Interest

Comprehenshio n

Desire

Conviction

Action

Action

AIDA Model

DAGMAR

Here we would test the market with awareness level of the Range. With th response mechanism we would have real time data of sales and usage of coupons, this will still be an approx. amount 19

as many of the parents may not carry the coupons with them though they would have seen the advert. Also at all the counters the customer service guys could ask a few questions about the customers knowledge about the Campaign and see whether there is any favourable response.

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Bibliography

Baker, C. (1994), Advertising Works, 8, IPA/NTC Chan, S. 2011. Advertising module lecture handouts, LUBS5407M Advertising. Leeds University Business School, unpublished. Colley, R. H. (1961). Defining advertising goals for measured advertising results. New York: Association of National Advertisers, pp. 6, 37-38. Foote, Cone and Belding (1979), How advertising works: an FCB strategy planning model. Gordon, W. (1995), Advertising pre-testing works or does it?, Admap, Mar. http://www.strategicbusinessinsights.com/vals/ustypes.shtml Global Apparel Markets: Business Update, 2010, Business Wire, Online http://www.textilequarterly.com/component/content/article/62-research-and-analysis/945research-and-markets-the-global-swimwear-and-beachwear-market-will-be-worth-us176-bn-by2015-says-global-apparel-markets-business-update-1st-quarter-2010, Accessed : 06/05/11 Juchems, A. (1996) The Role of Awareness in the Advertising Process, Admap, July/August Lavidge, R.J., & Steiner, G.A. (1961, October). A model for predictive measurements of advertising effectiveness. Journal of Marketing, vol. 25, pp. 59-62. Media awareness networks, 2010, Special Issues for Young Children, online, http://www.mediaawareness.ca/english/parents/marketing/issues_kids_marketing.cfm, Accessed: 08/05/11 Mintel (2010 a) Leisure Centres and Swimming Pools UK, April 2010, UK Mintel (2010 b) Children's Sports Activities - UK, October 2010, UK Mintel (2010 c) Sports Goods Retailing UK, May 2010, UK Mintel (2011) Childrenswear UK, January 2011, UK Mirka, Saturday, 2 October 2010, Kids Learn to Swim with Speedo - Review!, All Baby Advice, http://www.allbabyadvice.blogspot.com/2011/03/kids-learn-to-swim-with-speedo-review.html). Page, J. (2011). The Benefits Of Modest Swimwear. Retrieved may 05, 2011, from one piece: http://www.one-piece-swimsuit.net/articles/?p=11395

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Parente, D. Advertising Campaign Strategy: A guide to marketing communication plans. Second edition. South Western Thomson Learning. Percy, L. and Elliott R. (2005) Strategic advertising management, 2nd Edition, Oxford: Oxford University Press Prue, T. (1994), How advertising works: the 1994 IPA Advertising Effectiveness Awards, Admap, Nov. Rossiter, J.R., Percy, L. and Donovan, J.R. (1991), A better advertising grid, Journal of Advertising Research, vol. 31, iss. 5. Speedo. 2011. Our History - speedo.co.uk. [ONLINE] Available at:http://www.speedo.co.uk/en_uk/speedo_brand/insidespeedo/history/index.html. [Accessed 19 April 11]. Yeshin, T (2006), Advertising. London: South-Western Cengage Learning, pp. 29-51. Yeshin, T. (2006) Advertising, London: Thomson Learning

Image: Child & Youth Safety Training,2010, QueensLand Investment group, Online

http://www.qigconsultants.com/clients.php, Accessed: 09/05/11

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