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Speedo Marketing Stratergy

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Speedo Marketing Stratergy
SPEEDO INDEX

Sr. No | Topic | Pg. no | 1. | Marketing Objectives | 1. | 1.2 | Ansoff Matrix | 1. | 1.3 | Unique Selling Proposition | 3. | 1.4 | Point of Difference | 4. | 1.5 | Point of Parity | 4. | | | | 2. | Marketing Program | 5. | 2.1 | Product | 5. | 2.1.1 | Lines to be introduced | 5. | 2.1.4 | Quality | 11. | 2.1.5 | Packaging | 12. | 2.2 | Promotion Strategies: | 14. | 2.2.1 | Online and Print Media Promotion | 14. | 2.2.1 | Outdoor Promotion | 16 | 2.2.2 | Digital Media Marketing | 17. | 2.2.3 | PR Activities | 18. | 2.3 | Price | 19. | 2.3.1 | Pricing Strategy | 19. | 2.3.2 | Price Range | 19. | 2.4 | Place | 20. | 2.4.1 | * Store Setup | * Facilities | Store Display | Store USP | |
Location | 20. | 3. | Financial Budgeting | 23. | | | |

Marketing Objectives

The Ansoff Model:

Existing Market – Product Expansion

Speedo Ltd. is a manufacturer and distributor of swimwear. Speedo brand can be found on products ranging from swimsuits and goggles to wrist watches and MP3 players is established in the swimwear market as one of the leading brands of the world. Being in this industry since decades now, Speedo has a very high brand value and is consistently rated as one of the top 100 brands in the world every year. In today’s world technology is being updated by every second and hence a company needs to keep itself in tune with the technology and happenings of the world and strategize accordingly.
Hence Speedo uses the PRODUCT EXPANSION strategy which means that it has an existing market but has to expand its operations and product range and diversity as time progresses.

Indian Market – Market Penetration

Speedo may be very popular amongst consumers in India but it is still a new company in the market as a whole keeping in mind the Indian swimwear market. This is the reason why the market penetration is recommended in this market. According to the Ansoff model this
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