MARKETING APPLICATION

PRACTICE
Submitted to. Prof T.G ROY
Project on. Marketing Plan
for
Aerodynamic
swimwear
Submitted by:
Musa Shiraz Ahmed
Shaheen Khan
Sarita Gupta
Suryakant Gupta

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TOPIC
EXECUTIVE
SUMMARY
SITUATION
ANALYSIS
SWOT ANALYSIS

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Competitor analysis 4
Company analysis

Market analysis

Environment
analysis
MARKETING
STRATEGY
Product line

Packaging

Promotion

Place

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Pricing

MARKETING
OBJECTIVES
Product objective

Target market

Point of difference

Positioning

IMPLEMENTATION 10
CONTROL
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Quality control
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Evaluation analysis

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1.EXECUTIVE SUMMARY

MARINO offers best Swimwear and other Accessories for the one
who loves swimming; we have come up with a new product
[swimwear] for professional swimmers and also for others. The
Aerodynamic product is the fastest swimwear ever made, besides
this we believe in quality and maintaining customer relationship. We
are not just like any other company, customer satisfaction is our
primary goal, building an authentic base, the MARINO product line
has expanded over years. Now sold in more than 50 countries around
the globe, MARINOs product line includes women fashion and
fitness swimwear, mens water short. Footwear, kids swimwear, and a
comprehensive collection of aquatic fitness equipment.
Besides this we do believe in innovations and inventions so as to
upgrade our customers with new and improved product from time to
time.

2. SITUATION ANALYSIS
2.1 SWOT ANALYSIS
MARINO is entering with a new product i.e. AERODYNAMIC SWIMWEAR,
Being a sole producer and a first mover there is no direct substitute to
compete against. The threat may be the potential of the competitors
entering into the market after launching the product.

2.2 COMPETITOR ANALYSIS

As a first comer and a sole producer of the AERODYNAMIC SWIMWEAR,
The company may not face any competition at an initial stage, but there are
chances of competitors entering into the market with substitutes, though it
may take a span of time for a competitor to come with substitute product.
MARINO thus can enjoy a huge profit in this time span.

2.3 COMPANY ANALYSIS

The structure of the organization has been strongly developed during the
development of initial range of AERODYNAMIC swimwear product, with the
addition of new factory for production of SWIMWEAR, and as an
investment in future development and research, the organization will
require additional workers for manufacturing and production.

2.4 MARKET ANALYSIS

According to one of the survey conducted, the demand for the swimwear
products will increase to 2.7% in the 2012 OLYMPICS.

2.5 ENVIRONMENT ANALYSIS

At the core of our product, is the confidence that the product in no way
cause harm to human skin. Besides this, the product is eco-friendly and
does not contaminate water.

3. MARKETING STRATEGY

3.1 PRODUCT LINE

MARINO has designed a product line that will create positive impressions
in the leading market today. Products need to be readily available to
consumers and distinguishable from competitors products. This plays a
positive role in marketing MARINO products, as the designs are unique and
eye-catching to draw the curiosity especially to the professional swimmers.
The key to this product line is promoting our most advanced product, the
AERODYNAMIC SWIMWEAR. The unique product qualities include our
focus on both environmental conservation, and maximising the swimming
experience by ensuring more speed.

3.2 PACKAGING
MARINO products are sold in recycled packaging, in order to reflect the
companys ethical stance on environmental conservation. MARINO have a
relatively low reliance on packaging of the product, but rather rely strongly
on the recommendation of the SWIMWEAR retailers and directly by the
company. The only essential feature would be appropriate labelling and
marking key benefits in an easy-to-read manner.
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3.3 PROMOTION
The promotional plan to be adopted by MARINIO, has two key
objectives. That is, gaining new product acceptance and increasing
sales for the company. Promotion of the SWIMWEAR brand will mainly
involve above-the-line promotion techniques including advertising in
specialised magazines, internet promotion and to a more limited extent;
television
3.4 PLACE
MARINO will be acting as a distribution channel to retail stores, initially
in three cities. These retail stores will consist of specialized shops which
have been identified in our research. These will be distribution points for
a wider region of locations, and have been identified as having a large
proportion of the target population. Our intentions would be to expand
distribution to every state within five years. Our website will also allow
for direct sales.

3.5 PRICING
The price to be charged on swimwear products will be comparatively
higher than the existing ones, as a first comer with no substitutes the
company can enjoy pricing benefits.

4. MARKETING OBJECTIVES
4.1 PRODUCT OBJECTIVE
MARINO has identified its target market of active swimmers in Australia.
The organization aims to achieve 40% market share in a period of 10 year.
The 10 year goal reflects the possibility of competitors entering into market
and also takes into consideration of being the first comer, at the point of
saturation the organization will propose an expansion phase into global
market.
4.2 TARGET MARKET
The target market of MARINO is active Australian swimmers in all the
segments. The psychographic qualities of the market are middle or upper
class citizens who hold quality in higher esteem than price . The behavioural
qualities of the market are that they participate in the sport on a regular
basis and do value a recognized brand name.
4.3 POINT OF DIFFERENCE
The advantages of marketing such a product include there are no products
on the market that can be compared to Marino new line, and such
offerings. Marino offer innovative, effective technology. Concerning our
indirect competitors, it is the competitive advantage of producing a product
that has a high speed in swimming, which makes our product unique as a
substitute.

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4.4 POSITIONING
The swimwear will be positioned as a product that offers uncompromising
speed to the swimmers and also it does not contaminate water. Besides
this, the product is very light in weight.

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5. IMPLEMENTATION

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Stage

Implementation Strategy
Advertisements on scubadive.com and
Nautilus scuba.com will have links to
MARINO.com to provide more in depth
information on the product. In the initial
stage of development of promotion this
will allow for the company to reach the
Stage 1

target audience and to educate them on

the benefits the product has. This is
important in the initial stage to attain as it
will build the reputation, quality and make
the product known to target audience.
Stage 2 will see to the company informing
direct retail stores within the marine
sporting equipment industry about the

Stage 2

innovative Swimwear product offerings.

This is a crucial stage of the promotional
schedule as the company will rely heavily
on retail distributors to be well informed
about the product in order to make a
better

recommendation

professional

and

to

both

non-professional

swimmers.
Stage 3

Stage 3 will work in accordance with

stage 2 as the company will take part in
scuba

diving

expos,

trading

fairs.

Pamphlets and product demos will be

distributed; In addition advertisements will
be placed in magazines; including Sport
swimming, to have the same impact.
Stage 4 will see to the implementation of
television
Endeavors

advertisements
to

promote

the

Marino
product

through television in order to create the

perception that the product is already
widely used by swimmers, and that it is a
Stage 4

product of high demand by swimmers.

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6. CONTROL
6.1 QUALITY CONTROL
It is an ongoing process for Marino Ltd. to ensure Total Quality
Management (TQM) is met within the company. Team leaders and
management staff will document progress in order to continually improve
quality of all production.

6.2 EVALUATION ANALYSIS

MARINO Ltd. evaluations will be based primarily on meeting sales and
market share expectations. We will be conducting sales analysis every 6
months and adjusting the promotion budget accordingly. Furthermore, key
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performance indicators will be undertaken by all employees in order to

maintain a high standard of achievement within the organization.
In relation to the companys promotional schedule, it will be reviewed every
3 months in order for the company to meet deadlines.

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