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Student Details

Surname

Kalli

Given
name

Anastasia

Student Number

1133780

Email

Anastasia.kalli@gmail.com

Marketing
Management

Module Code

Assignment Details

Module name

7MK002

For the attention Dr. Loizos

of
Christou
Assignment title

Three year Marketing Plan for Speedo

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MARKETING PLAN FOR SPEEDO

by Anastasia Kalli

Table of Contents
Executive Summary ........................................................................................................................ 1
1. Purpose of the project ............................................................................................................. 2
2.
3.

Company Overview ................................................................................................................ 2

Analysis of Speedos environment ......................................................................................... 3
3.1 PESTEL analysis .............................................................................................................. 4
3.1.1 Social factors ............................................................................................................. 4
3.1.2 Technological factors ................................................................................................ 4
3.1.3 Environmental factors ............................................................................................... 4
3.1.4 Economical factors.................................................................................................... 4
3.1.5 Political factors ......................................................................................................... 5
3.2 SWOT analysis ................................................................................................................. 5
3.2.1 Strengths ................................................................................................................... 5
3.2.2 Weaknesses ............................................................................................................... 5
3.2.3 Opportunities............................................................................................................. 6
3.2.4 Threats....................................................................................................................... 6
3.3 Porters Five Forces ......................................................................................................... 6
4. Objectives of the marketing plan ............................................................................................ 8
5. Segmentation and Positioning................................................................................................. 8
5.1 Segmentation .................................................................................................................... 8
5.1.1 UK professional athletes ........................................................................................... 9
5.1.2 UK women and men aged between 17 and 60 years of age ..................................... 9
5.1.3 UK girls and boys aged between 1 and 16 years of age ......................................... 10
5.2 Positioning...................................................................................................................... 10
5.2.1 Feature positioning.................................................................................................. 10
5.2.2 Product positioning ...................................................................................................... 10
5.2.3 Benefits positioning ..................................................................................................... 10
5.2.4 User positioning ........................................................................................................... 11
6. Branding ................................................................................................................................ 12
7. Speedos Marketing Mix....................................................................................................... 13
7.1 Product ........................................................................................................................... 13
7.2 Pricing ............................................................................................................................ 14
7.3 Place ............................................................................................................................... 15
7.3.1 Speedos website ..................................................................................................... 15
7.3.2 Established high street stores .................................................................................. 15
7.4 Promotion ....................................................................................................................... 16
8. Monitoring and controlling ................................................................................................... 16
9. Milestones ................................................................................................................................. 18
References ..................................................................................................................................... 20

Executive Summary
This paper contains the Speedo UK three year marketing plan. The key objective of this
marketing plan is to assist Speedo to acquire a 50% market share in the UK leisure and
beachwear market, and at the same time maintain its 60% market share in the professional swim
apparel. The total target customers have been categorized into two groups and total customers
amounted to sixteen million. This number has been arrived at after carefully reviewing the
population statistics of the UK including other considerations such as the number of Britons who
go for holidays abroad. According to the projections of the marketing plan, fifteen million out of
the sixteen million customers will be spending $100 on average by the third year of the plan.
This means that by the third year, the company will have 1.5 billion sterling pounds as total sales
revenue which will be over the 50% market share mark of the UK beachwear and leisure
markets.
The marketing plan among others proposes marketing strategies which will involve newspaper
advertisements, social media marketing, billboard advertisements, online advertisements, and TV
and radio advertisements. In addition to this, several open air events will take place across
various UK beaches where the general public can interact with the Speedo team and ask
questions which they have with regard to Speedos products. One of the main objectives of these
marketing activities is to popularize Speedos leisure and beachwear among the general public.
This will disqualify public view that the Speedo company only produces professional swimwear.

1. Purpose of the project

The aim of this assignment is to conduct the environmental appraisal analysis for Speedo in the
UK market. As a Marketing Consultant we are required to prepare a three year marketing plan
for the company. Speedo is one of the top swimwear brands in the world, and may be the best on
producing competition swimwear for professionals. The brand is highly appreciated for its high
quality, high-tech innovation, great design for fit, and image linked to top athletes. Speedo is the
leader of professional swimwear producer; it takes the highest portion of the swimsuit for
competition. However, Speedo is not only for professionals, it also provide various choices for
casual swimmers and even for beach sports. The professional products are bringing reputation to
Speedo, while the casual-use products contribute for most of the sales. This two-fold strategy
makes Speedo benefit from both segments of market.

2. Company Overview
Speedo was formed by Alexander MacRae in 1914 after moving from his native country,
Scotland, to Australia, in 1910. Speedo was originally called Hosiery Manufacturers, which only
manufactured underwear. The company later changed its name to Mac Rae Knitting as it
ventured into the expanding beach culture of Australia. In 1928, the company became known as
Speedo after one of its employees, Captain Parsons, came up with the slogan, Speed in your
Speedos. This was after the introduction of a figure hugging costume by the company, which
allowed greater freedom of movement, hence, facilitating faster swimming for swimmers who
wore them.
Speedos swimwear quickly gained popularity especially after a new world swimming record
was set by Anne Borg in her Speedo swimwear. Following this, Speedos success increased and
the company was incorporated as Speedo Knitting Mill Ltd in 1951, thus, enabling it to trade in
the Sydney Stock Exchange. The company was propelled to new heights after eight Australian
swimmers scooped gold medals in their respective categories while in Speedo swimwear suits
during the 1956 Melbourne Olympics. In 1959, Speedo established its presence abroad. Among
the foreign countries which Speedo ventured into are: South Africa, Japan, UK, and the USA.

However, like any other organization, Speedo has also had a share of its challenges. Some of
these challenges include accusations by competitors that the swimwear produced by Speedo
constitutes cheating because they assist swimmers to swim faster. Consequently, this has posed
several challenges to the company as depicted by the specific International Swimming
Federation guidelines which bind the company products. Another challenge faced by the
company is that it has failed to dominate the beach and leisurewear sector despite its leading role
in the professional swim wear sectors
This marketing plan gives the approaches which can be implemented by Speedo over the next
three years in order to assist the company get a 50% share of the beach and leisurewear market in
the UK, while maintaining its leading role in the professional swimwear market. This plan will
include an environmental analysis with regard to the companys operations. Also, this plan
includes Michael Porters five forces framework used in analyzing the industry. PESTEL
(Social, Technological, Economical, Environmental, Political) and SWOT (Strengths,
Weaknesses, Opportunities, Threats) analysis is also included in establishing the types of internal
and external environments within which the company operates. Following the environmental
analysis, this plan takes into account different marketing concepts which are crucial to
developing the best marketing approach, which will assist Speedo in attaining its specified
objectives.

3. Analysis of Speedos environment

An environmental scan involves an analysis of the economic, social, technological, and political
forces, which influence the manner in which an organization functions. It involves an analysis of
the present environment including the trends which may affect it (Kotler, 2010). Different
scholars have developed different techniques for analyzing the environment to assist
organizations carry out environmental analysis within which they operate. Among the most
common techniques include the SWOT analysis, Porters five forces framework, and PEST
(Political, Economic, Social, Technological) analysis. According to Verado (1997), an
environmental scan is an analysis of the political, technological, social and economic forces that
influence the way an organization functions. The environmental analysis usually involves
analysis of the current environment as well as the trends that might affect it.
3

3.1 PESTEL analysis

According to Fleisher and Bensoussan (2009), environmental conditions mostly affect the whole
strategic management process of a firm. Fleisher and Bensoussan contend that a firms internal
factors such as strengths, capabilities, and weaknesses, determine which kind of response an
organization will take in relation to specific circumstances. In this regard, it is, therefore,
important for an organization to carry a PESTEL analysis in order to establish factors which
influence or affect the way the organization operates.

3.1.1 Social factors

The organization has to develop different products for the different social segments which it
intends to serve. Acceptance of swimwear and bikinis by the UK society will mean high sales of
beachwear and leisure products.

3.1.2 Technological factors

The large number of visitors to the web page of Speedo UK means that the organization can
consider and make use of the web page as one of its main distribution channels. By using popular
social media networks such as MySpace, facebook, and twitter, Speedo UK can actively engage
with existing customers as well as potential customers.

3.1.3 Environmental factors

Speedo must be cautious with how its products are produced including the impact of production
on the environment

3.1.4 Economical factors

The economy of the UK is almost stagnant, which means that several of the targeted customers
will not be able to purchase Speedos products. The closure of high street outlets due to low sales
will have a negative impact on the distribution channels of Speedo. Due to high rates of inflation
as well as increases in VAT, supplier costs are likely to increase. The profit margins of Speedo
will be affected in the event that UK taxation rates are increased.

3.1.5 Political factors

Changes in the European Union regulations affect the designs in which Speedo operates.

3.2 SWOT analysis

According to Verado (2008), SWOT analysis is an environmental scan which is important to any
company intending to develop a significant strategic plan. Farrell and Hartline (2010) state that
SWOT analysis is useful in examining a firms external environment and at the same time
analyzing its internal environment. SWOT analysis is important in developing the marketing
plan for Speedo since the main strengths and weaknesses of the company will be determined. In
addition to this, the SWOT analysis will assist in establishing the potential threats and
opportunities which Speedo is likely to face in the future. The results from the analysis will assist
Speedo in capitalizing on the potential opportunities and utilize its strengths in order to achieve
the marketing plan objectives.

3.2.1 Strengths
Due to the consistent wins of Speedo swimwear in several swimming competitions, Speedo
brand equity is exceptionally strong.
In the UK, Speedos distribution channels are well established with a network of over 4100
distributors. Some of the retailers are directly owned by Pentland, which is Speedos parent
company. The 4100 outlets imply that Speedo has the potential to distribute its products all over
the UK. This means that the company has accessibility to the UK market.
Speedos relationship with NASA implies that it can develop the latest innovative swimwear
which cannot be rivaled by its competitors.
The companys UK web page is extremely active with approximately 80% of the web page
visitors directly going to the virtual store.

3.2.2 Weaknesses
Speedos existence will be threatened in the event that its competitors develop innovative
swimwear which can prove their performance in swimming races.

Speedos products sell at higher prices compared to products by its rival companies which are
almost identical. Its rival companies include Mizuno, Adidas, and Nike.
With regard to the UK climatic conditions, Speedos leisure and beachwear products are only
useful during the summer seasons.

3.2.3 Opportunities
Speedos products have the potential to appeal to more clients with the increasing change in
societal values where clothes showing more human flesh such as bikinis, are increasingly
becoming accepted in society.
The markets for Speedos leisure and beachwear products are on the increase with more Britons
going abroad for holidays in search of warmer climates.
Speedos strong presence in the internet can be instrumental in reaching out to customers in areas
where the companys products are not distributed.
The sponsorship deal between Speedo and the British Swimming Association can be useful in
promoting the companys brand to the British public.
Sponsored swimming personalities have the potential to endorse the companys products which
will convince more customers into purchasing Speedos products.

3.2.4 Threats
Uncertainties in the financial situations with regard to the UK economy can result to low sales
due to low disposable incomes of customers.
Speedo encounters strong competition from its competitors such as Arena, TYR, Adidas, and
Nike, who are well established and produce almost identical products as Speedo.

3.3 Porters Five Forces

Porters five forces is a tool developed by Michael Porter to analyse the forces that might work
against an organisation being successful. In addition to and in combination with the SWOT
analysis, the Five Forces model provides another analysis tool to identify opportunities and risks
when entering untapped territory in any industry or market. It is used to identify potential threats
that might arise and to assess the balance of power in an industry. It is useful therefore in

strategic decision making, as an aid to consider where best to strengthen position and identifying
gaps in market.

The Porters Five Forces Model illustrates how the competitive landscape in an industry is
impacted by five prominent forces. These forces are: Supplier power, Threat of new entrants,
Buying power, Threat of substitutes, and Rivalry. The degree of rivalry is the center of this
model as the other 4 forces branch off of this. Each of the forces influences the nature of
competition in the industry. Additionally, organizational strategies are often impacted as

companies formulate their strategies in order to respond to the dominant competitive forces in
any particular industry.
The threat of new entrants for Speedo is low. Even if there are new entrants to the swimsuit
market, they are less likely to form threats to Speedo. And for the threat of substitutes, there is
hardly any substitute for swimwear. For the bargaining power of suppliers and buyers, as a big
and strong brand, Speedo has strong bargaining power as a buyer or supplier. So it may dont
need to worry too much about its suppliers and buyers. The real threats to Speedo are from its
rivals in the same market. The most powerful competitors of Speedo are Arena, TYR, Nike and
Adidas.

4. Objectives of the marketing plan

The objective of Speedos marketing plan is to ensure that the company attains a 50% market
share in the UK leisurewear market while at the same time retaining a 60% market share in the
professional swimwear, which the company currently enjoys. The following goals need to be
achieved in order for the company to realize its stated objective.
First is the short term goal, which dictates that the company should make its brand a household
name. This should be done within 1 year of implementing the marketing plan. Second is the
medium term goal, which dictates that, the company should attain a 35% market share in the
leisure and beachwear within 2 years of implementing the marketing plan. Lastly is the long term
goal, which dictates that the company should attain a 50% market share in the leisure and
beachwear within 26 months of implementing the marketing plan.

5. Segmentation and Positioning

5.1 Segmentation
The key to be successful in marketing is to understand customers needs. According to Jobber, D
(2004), segmenting the market can be very helpful to understand and fulfill customers needs
better. And by divide customers into groups, marketer can serve them more effectively and more

efficiently. For analyzing, the customers of Speedo swimwear are simply divided into two
groups: professionals and casual users. According to Kotler and Keller (2011), market
segmentation is the process by which the total potential market of a product or a service is split
up into smaller groups which are manageable. These groups are created by bringing together
customers with the same needs. The criteria used in creating these groups and segments are
identical, which implies that customers for each segment have the same purchasing behavior.
The segmentation process involves two key phases: selection of the segment variables is the first
phase which is then followed by the second phase, which involves the profile of segments. With
regard to Speedo, this marketing plan classifies the target market into three segments.
Professional swimming athletes make up the first segment, while the other segments are made up
of women and men between the ages of 17 and 34 years who are interested in the blending of
leisure, sports, fashion, and lifestyle. This segment also comprises young girls and boys between
the ages of 3 and 16 years.

5.1.1 UK professional athletes

This segment is principally concerned with a swim wear which guarantees performance.
Customers in this segment will purchase Speedos product because the companys swim wear
has proven to be scientifically designed, hence, giving swimmers a competitive added advantage.
At times, Speedos competitors such as Nike have allowed their sponsored swimmers to wear
Speedo swim wear. This demonstrates Speedos product dominance in the competitive
professional swim wear market. The main customers in this segment are swimming professionals
who will be willing to purchase Speedos swim wear irrespective of the price due to its
competitive advantage.

5.1.2 UK women and men aged between 17 and 60 years of age

Individuals in this segment are middle income earners who are aware of the Speedo brand and
want to associate themselves with it because wearing Speedo's brand makes them unique. In
addition, this segment comprises individuals who involve themselves in leisure activities such as
jogging, sunbathing, and swimming, and prefer wearing Speedos brands during such activities.
This segment is also characterized by individuals who go for holidays abroad in sunny

destinations. According to the 2012 UK government statistics, approximately more than half of
UK's current population falls under this segment.

5.1.3 UK girls and boys aged between 1 and 16 years of age

This segment comprises the children of the middle income earners aged between 17 and 60 years
of age who have the perception that their children can look smart in Speedos products. This
segment comprises individuals who do not have disposable incomes and rely on their guardians
and parents to buy them what they require.

5.2 Positioning
Positioning involves how an organization presents its products in the minds of prospective
customers. In this regard, Speedo has positioned its products as the ultimate solutions to
professional swimmers seeking swim wear which is performance enhanced. The challenge that
Speedo faces, is the positioning of its leisure and beachwear products as products that will meet
the needs of the target customers. In this regard, Speedo will adopt several approaches in
positioning its products such as feature positioning, product positioning, and user positioning.

5.2.1 Feature positioning

In the minds of potential customers, products manufactured by Speedo will be positioned as the
ultimate best products. This will be achieved by presenting the products with additional features
such as durability and fashionable in comparison to identical products, which are offered by its
competitors.

5.2.2 Product positioning

Speedo will adopt marketing initiatives aimed at presenting its products as the best in the market
in comparison to its competitors products.

5.2.3 Benefits positioning

Benefits achieved by individuals who use Speedos products will be highlighted with the
intention of attracting potential customers to purchase the companys products and derive the

10

same benefits. Some of these benefits will include warranty of full performance in swim wear
products.

5.2.4 User positioning

Speedo will make every effort to ensure that its products are seen as the best with regard to the
most fashionable and latest products within the professional swim wear markets. This perception
will also encompass the leisure and beachwear markets.

11

6. Branding
A brand is a sign or a name or a combination of both aimed at identifying offers of a particular
seller and differentiating them with those of competitors (Murphy, 2009). According to this
marketing plan, Speedo will maintain its current existing brands. The justification for
maintaining its current brands is that it will take more resources and time in creating new brands.
This marketing plan also proposes that in the event that new brands will be created, they should
be associated with the current existing brands.

Target Group
Professional Swimmers
(Racing Suits)

Existing Brand Name

LZR Racer
FastSkins3
Other Accessories (LZR Racer caps and goggles and FastSkin3)
LZR Racer
FastSkins3

UK Adults

Legsuits

(Aged between 17 and 60

Jammers

years)

Aquashorts
Tankinis
Other Accessories (shorts, shoes, caps, goggles and T-Shirts)
Swim shorts

UK Girls and Boys

(Aged between 1 and 16
years)

Jammers
FastSkins3
Other Speedo branded accessories (shoes, T-Shirts, caps,
goggles, shoes)

12

7. Speedos Marketing Mix

Marketing mix involves a set of tools which are put in place by the management of most firms
with the objective of increasing sales. Marketing mix elements are at times known as the 4Ps of
marketing, and include place, pricing, promotion, and product. As Baker (2007) points out the
4Ps model simplifies the way to make a clear structure as a whole for marketing managers and
guide them to achieve a certain task. Philip Kotler and Gary Armstrong (2007) define the
marketing mix as "the set of controllable, tactical marketing tools" (p.50), in order to get the
feedback of the certain markets, and regard the 4Ps as marketing mix. Moreover, according to
David Jobber (2001), "The strength of the 4Ps approach is that it represents a memorable and
practical framework for marketing decision-making and has proved useful for case study analysis
in business schools for many years."

7.1 Product
Consumers when making decisions on what to purchase and what not to purchase, look for
products or services which will meet their needs or even exceed these needs. In light of this,
Kotler and Keller (2011) contend that the decision making process with regard to consumer
purchases means that marketers will have to present their services or products into five different
levels. The basic level is the core benefit, which is the benefit the customers purchase when they
buy the products or services. It is the simple or main reason why customers purchase or are
willing to purchase the products (Kotler and Keller, 2011). The core product with regard to
Speedos products is the variety of products including bikinis, goggles, and swim wear offered
by the company to customers in order to meet their basic needs.
The second level of the product comprises the basic product. This involves the reasons why
customers purchase specific products or services. In the case of Speedo, the basic product is the
leisurewear or swim wear. The next level involves the expected product, which basically meets
the needs of customers. The fourth level comprises an augmented product. This product is
described as one which actually exceeds market expectations. Speedos swim wear can be viewed
as augmented products since these swim wear guarantee high performance and are innovative.

13

The fifth level includes a potential product. This is a product which satisfies customers needs
and distinguishes itself from similar products in the market. This marketing plan proposes
frequent review of all Speedo products in comparison to other similar products in the market in
order to ensure that the companys offerings are always on the forefront. This is in terms of the
benefits derived from using the companys products and ensuring that the products remain
fashionable in the markets.

7.2 Pricing
Price is the amount of money paid in exchange for receiving goods or services (Phillips, 2008).
With regard to Speedo, price involves the amount paid by customers for acquiring Speedo's
products. Since the target customers for Speedo are not price conscious of the products, the
prices of Speedos products will be almost similar to the prices charged by the other well
established competitors in the market. Actually, the prices of Speedo products will be higher
with a 5% margin so as long as the customers feel that they are purchasing the best products in
the market if price was the determining factor.
However, it is important that Speedo develops a pricing strategy which is flexible. The rationale
is that the economy is dynamic, hence, the pricing strategy of Speedo should accommodate hard
economic times as well as promotions, which will demand lower prices compared to what is
normally charged. Speedos marketing plan proposes that the companys latest innovative
accessories and products should be priced at a premium. Furthermore, the professional athlete
swim wear of the company should also be priced at a premium. This is because professional
swimmers do not have other alternatives apart from purchasing Speedos swim wear if they want
to stand any chances of winning in the swimming championships, in which they participate.
This marketing plan also proposes that with the exceptions of professional swim wear, all other
product lines will be charged at prices not exceeding 5% of what the companys competitors are
charging. This approach is advisable because it means that the products of Speedo will not be
seen to be extremely expensive in relation to other products in the market, even though the
performance and quality of its products is different to what is on offer in the market. Also,
according to the plan, leisure and beachwear accessories (bikinis and shorts) will be priced
slightly lower than the market average prices in the first 2 years. This move is aimed at
increasing the products market share in the market. In the third year, according to the plan, the

14

lower priced bikinis and shorts will then be priced at the same level with competing products
with a margin not exceeding 4%. It is assumed that towards the final year of the marketing plan,
potential customers who initially had not tried Speedo products, will have tried them and will be
comfortable paying more for the products since they will now be aware of the benefits which
come with using Speedos products.

7.3 Place
This marketing plan proposes that the existing channels of distribution should be maintained.
However, the only changes which are proposed in this plan are increases to the numbers of retail
outlets which stock Speedos products in areas like the Island of Jersey, where some high street
shops stock the companys products. This marketing plan also proposes that the current web
page of the company be updated to include more features.

7.3.1 Speedos website

Speedos current website will be upgraded and the end result is more user friendly compared to
its current status. The website will include virtual games in different sports where the winners
will be athletes wearing Speedos products. This website will play a crucial role in terms of
distributing Speedos products because it will afford customers the opportunities to make online
orders. Customers will have products delivered to their addresses within 3 business working
days. This online feature will make sure that clients who cannot visit the high street stores, which
store Speedos products, are able to access the products by making purchases from the websites.
In addition to this, the web page will also attract potential and international customers and
international deliveries will be made to international orders placed through this website.

7.3.2 Established high street stores

Speedo will make use of the already existing channels of distribution of its products, which is
strengthened by sports retail giants such as JD Sports. JD Sports have distribution channels
across UK and are owned by Pentland Group, which also happens to be the parent company of
Speedo. The Pentland Group owns several retail outlets which will be used in distribution of
Speedos products. In addition to this, the marketing plan advocates that Speedo should establish
partnerships with other high street retail stores such as Top Shop, Marks and Spencer, Evans,

15

Dorothy Perkins, NEXT, Wallis, and Miss Selfridge, so that these outlets also stock Speedos
products. This approach means that clients will be able to purchase Speedos products from high
street stores. Customers are more likely to purchase swim wear from high street stores like Top
Shop than from newly established stores which are yet to make their presence felt in the retail
sector.

7.4 Promotion
A lot of money will be spent by Speedo in well planned marketing drives aimed at increasing the
sales and popularity of Speedo brand, especially in the beachwear and leisure sectors. Despite the
fact that the main marketing activities will be conducted by an established marketing consultant,
the marketing department of Speedo will be responsible for analyzing and evaluating whether the
implemented marketing initiatives are effective. The marketing initiatives which will be adopted
include strategic online advertisements, TV advertisements, radio advertisements, and open-air
events. The main purpose of marketing initiatives will be to assist in getting the Speedo brand to
the public, which will in turn result to increases in the companys total turnover by the time the
books of accounts are being closed.

8. Monitoring and controlling

The purpose of this marketing plan is to serve as a guide for Speedos objective of increasing its
market share in beachwear and lifestyle, and at the same time, retain its leadership status in the
professional swim wear market. In light of this, in order to ensure that the marketing plan is well
implemented towards achieving this desired objective, it has to be regularly monitored.
Monitoring will involve the marketing department, which will conduct market research entailing
the handing out of questionnaires to the general public, or even carrying out online surveys
(Fifield, 2009).
The main purpose of the market research is to establish whether the general public is conscious
of the variety of products offered by Speedo apart from the professional swim wear. In the event
that the findings of the market research show that the respondents are conscious of that fact, then
the adopted marketing strategies will be considered to be successful. During the three years of
this marketing plan, the marketing department will assume overall responsibility for monitoring
the success and progress of the plan. At the end of the third year, the success or failure of the
16

plan will be determined by the increase or decrease in total revenues. If in the third year of the
plan the total revenues will reflect a 60% share in the UK leisure and beachwear industry, then
the plan will be said to be successful.

17

9. Milestones
Budget
Start Date

End Date

(Pounds

Responsibility

000)
ADVERTISING
Recording of TV and radio
adverts and booking adverts

01/06/2013 07/08/2013

655

Marketing Department

06/07/2013 30/07/2013

1,400

Marketing agency

spots
Design of Newsprint adverts
including bill board adverts
and paying for them
PUBLIC RELATIONS
Creating target press list
Sending press releases to the
target list
Updating the current website
Redesigning social network
pages
Design of templates of
monthly email newsletters

1/08/2013

30/08/2013

Communications officer

1/09/2013

30/05/2015

Communications officer

1/07/2013

30/09/2013

IT Department

1/07/2013

30/08/2013

IT Department

15/08/2013 15/10/2013

IT Department

01/09/2013 25/09/2013

Marketing Department

01/09/2013 15/10/2013

01/10/2013 30/09/2016

20,000

Planning of open air events to

be held in various beaches
across the UK
Design of feedback
mechanism

IT Department and
Marketing Department

LAUNCHING
MARKETING ACTIVITIES
TV and Radio adverts

Marketing Department

18

& the Advertising

Agency
Open air events in various
UK beaches
Placing Strategic adverts
online

02/06/2013 15/08/2016

7,000

01/10/2013 30/09/2016

1,000

Marketing Department
Marketing & IT
Departments

The target market population is estimated to be 16 million persons. According to the marketing
plan, the goal is to make 15 million persons spend over a hundred Sterling Pounds per year. This
will result to an estimated 1.5 billion Pounds per year in total sales revenues from the UK. This
will mean that the target of the marketing plan will have been achieved.

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