Burqini: Sustainability and Marketing Communication Campaign
* A Promotions Opportunity Analysis for the Burqini
The below analysis is on how the Burqini could be marketed to its target audience and it has been discussed under five steps.
1.1 Communication market analysis
Objective is to identify the strengths and weaknesses of the Burqini’s marketing communication whilst combining and matching with the external environment analysis.
* Local - no direct competition. * International - The competitor brands (Veilkini, MyCozzie, PrimoModa, Alsharifa, Jelbab, Zehba) are popular and strong in via on-line and retail marketing. Connected to customers through social networks and fashion magazines.
Competitors
* Active Islamic women- promoting to the Middle-East, South-East Asian markets currently no retail-outlets selling the Burqini * New markets – Sponsoring CSR for cancer patients, burn victims and partnering with travel-agent to target senior-citizens, promoting the UV-resistant swimsuit for athletes through sponsorships and sport channels.
Opportunities
* Different promotional campaigns for * Adult women, * teenagers and * kids
Target Markets
Customers
* The current customer base could be retained through social networks (FaceBook, Twitter etc.) and loyalty programmes. * To penetrate into the competitors markets the Burqini could be advertised using mass media through cable-TV across Muslim populated countries.
Product Positioning
* Islamic symbol display on the brand Ahiida to remind the conservative consumers that the swimwear is inclined to religious values.
1.2 Marketing communication objectives
“Burqini to be the world’s No.1 full-coverage swimsuit, with international brand awareness and increase its annual sales from 25% by 2015.”
All promotional campaigns, advertisements, coupons and special offers should be implemented focusing on the above objective.
1.3 Communication budget
A.1 Product
The below analysis is on how the Burqini could be marketed to its target audience and it has been discussed under five steps.
1.1 Communication market analysis
Objective is to identify the strengths and weaknesses of the Burqini’s marketing communication whilst combining and matching with the external environment analysis.
* Local - no direct competition. * International - The competitor brands (Veilkini, MyCozzie, PrimoModa, Alsharifa, Jelbab, Zehba) are popular and strong in via on-line and retail marketing. Connected to customers through social networks and fashion magazines.
Competitors
* Active Islamic women- promoting to the Middle-East, South-East Asian markets currently no retail-outlets selling the Burqini * New markets – Sponsoring CSR for cancer patients, burn victims and partnering with travel-agent to target senior-citizens, promoting the UV-resistant swimsuit for athletes through sponsorships and sport channels.
Opportunities
* Different promotional campaigns for * Adult women, * teenagers and * kids
Target Markets
Customers
* The current customer base could be retained through social networks (FaceBook, Twitter etc.) and loyalty programmes. * To penetrate into the competitors markets the Burqini could be advertised using mass media through cable-TV across Muslim populated countries.
Product Positioning
* Islamic symbol display on the brand Ahiida to remind the conservative consumers that the swimwear is inclined to religious values.
1.2 Marketing communication objectives
“Burqini to be the world’s No.1 full-coverage swimsuit, with international brand awareness and increase its annual sales from 25% by 2015.”
All promotional campaigns, advertisements, coupons and special offers should be implemented focusing on the above objective.
1.3 Communication budget
A.1 Product
References: "French pool bans 'burkini ' swim". BBC News Online, 12 August 2009, Retrieved 14 August 2011, <http://news.bbc.co.uk/2/hi/europe/8197917.stm> Fitzpatrick, L 2007, “The new swimsuit issue”, Times Magazine Arts, 19 July 2007, Retrieved 14 August 2011, < http://www.time.com/time/magazine/article/0,9171,1645145,00.html> Chandab, Taghred 2009. "Itsy bitsy teeny weeny burqini design battle". The Sydney Morning Herald. 30 August 2009, Retrieved 14 August 2011. < http://www.smh.com.au/lifestyle/itsy-bitsy-teeny-weeny-burqini-design-battle-20090829-f3ax.html> Veikini, Retrieved 14 August 2011. < http://www.veilkini.com/swimsuit.asp> MyCozzie, Retrieved 14 August 2011. <http://www.mycozzie.com/about.php> PrimoModa, Retrieved 14 August 2011. < http://www.primomoda.com/clothing-store/home.php?cat=1> Sahni, H 2010. “Towards Sustainable Fashion – Computer Technology Integration for a Green Fashion Value-Chain”. 27 January 2010, Retrieved 14 August 2011. <http://www.fibre2fashion.com/industry-article/24/2335/towards-sustainable-fashion--computer-technology-integration-for-a-green-fashion-value-chain1.asp>