My final presentation for Speedo International which I presented at the companies brand new HQ in Nottingham.

1. Charlotte
Stone
Nottingham
Trent
University
Fashion
Marketing &
Branding

2. Marketing Objective:
• To increase Speedo‟s market share of the beach and
lifestyle swimwear sector whilst retaining the
brands prominence within the professional swimwear
market.
Communication Objectives:
• To employ an overall umbrella strategy that will
deliver a consistent and coherent communication
message
• To engage with specific consumer segments
• To re – position Speedo as a consumer centric
brand that caters for all elements of swimming.
• To express the brands understanding of different
consumer relationships with water.

3. Umbrella Strategy
Stage One Key Insights: Stage One Key Insights: Stage One Key Insights:
Incoherent product Consumers emotional Sport focus alienating
segmentation connection with water, other consumers
confusing consumers swimming & swimwear

4. Marketing Objective: To increase Speedo's share
of the leisure and beachwear markets
Communication Objective: To clarify and
differentiate the range of Speedo products in the
mind of the consumer
The Big Idea: Emotional Connection
Drive
Unwind
Let Go
Logo‟s and
Brand Online In Store Visual
Architecture Identity

5. Brand Architecture
DRIVE UNWIND LET GO!

6. Visual Identity
The benefits of multiple logo use:
• To provide consumers with a better
understanding of the different products Speedo
offer.
• To enhance the segmentation strategy through a
clear visual identity.
• To generate (in time) immediate product
recognition amongst consumers.

7. In Store / Online
Layout to reflect and reinforce the
segmentation strategy devised.
In store environment will benefit from the
use of atmospherics

9. Online Re-Design & Cost
Re-Design NOT a new site : retain the „box‟ format
currently utilised.
• Significantly reduce cost (between £600 - £3000)
• Easy content management system
• Speedo already familiar with the format
Other Web Recommendations:
• Improve SEO – reduce URL length
• Easy view product browsing
• Social Networking

10. Beachwear – „LET GO!‟ Strategy
Marketing Objective: To increase Speedo's share of
the beachwear market
Communication Objective: To reposition Speedo in
the mind of consumers as an on trend and authentic
beachwear brand
Affinity Experiential
Collaboration Online Distribution
Marketing Marketing
GET BACK TO THE BEACH!
Combining cutting edge communications
with Speedo heritage and retro
styling

11. LET GO: Affinity Marketing
Stage One Key Insights: Stage One Key Insights: Stage One Key Insights:
Youth specific holiday Under 25‟s are the primary Avoiding the UK to sun-
market most successful buyers of swimwear seek most prevalent
(Mintel. 2010) amongst young adults

12. LET GO: Affinity Marketing
&
– An ideal way for Speedo to – Extending it‟s range of
reach the 18 – 30 beachwear partnerships provides a
target consumer better service for consumers
– Provide Club 18 – 30 with
– Provide huge exposure for the
additional quality
brand
perception
– Opportunity for an engaging and – Speedo „let go‟ is befitting
interactive holiday / of Club 18-30‟s holiday
beachwear campaign mantra
– Large co-branding opportunities – Provision of rep uniform

13. LET GO: Collaboration
&
– Generate interest in the
brand
– Speedo‟s positive brand
attributes fit closely with
– Increase product variety & Cath Kidston‟s
raise the brands design
credentials
– An opportunity to work with
authentic retro material
– Appeal to new potential
consumers
– The possibility of entering
new markets abroad
– On trend retro design
befitting of „back to the
– An opportunity for large
beach‟ theme
commercial success
– Respond to consumer
preferences

14. LET GO: Experiential
Marketing
„Consumers are now seeking quality over quantity,
experiences rather than goods, connection instead of
materialism‟ (The Future Laboratory 2010)
Benefits of an event:
• Raise Speedo‟s profile & generate interest in
the brand
• Provide consumers with a brand experience to
remember
• Differentiate from competitors
• Prolong Olympic hype – Event in September

15. LET GO: Experiential
Marketing
Brighton Sea Front Location Viability:
• Already systems in place to cope with large crowds
etc
• Other events in Brighton are very popular and
prove the city has the infrastructure to cope with
such an event
• “the city's largest entertainment venue offering
11km of entertainment and activities many of which
are free” (Brighton & Hove Council. 2011: Online)
• A substantial amount of activities already in
place means costs are saved on entertainment

18. Well Being & Leisure – „UNWIND‟ Strategy
Marketing Objective: To increase Speedo's share of the well-
being and leisure market
Communication Objective: To reposition Speedo as a consumer
focused and understanding health and well-being swimwear
brand
New Product Consumer
Online Distribution
Development Engagement
HEALTH AND WELL-BEING
Combining consumer engagement with
a thorough understanding of the
categories swimwear needs
2

19. UNWIND: NPD
The most important swim accessory has
become the cover up
• Licensing would allow for entry to a
new trade channel without investing in
ones own manufacturing
Flexibility and adaptability are key
swimwear attributes
• A mix and match collection providing
consumers with the „Perfect Match‟
bikini

21. UNWIND: Consumer Engagement
facilitating the building of
relationships with consumers
and generating brand loyalty.
• Health Blog
• Perfect Match
Service

22. LET GO / UNWIND Distribution
Consumers are twice as likely to purchase swimwear at a high
street fashion store such as Topshop and Next than any other
retail outlet including online and in department stores

23. Competitive & High Fitness – „DRIVE‟
Strategy
Marketing Objective: To sustain Speedo's success within the
competitive swimwear market
Communication Objective: To continue to highlight Speedo's
dominance and superiority within professional swimming
Consumer Use of
Online
Engagement Athletes
COMPETITIVE AND HIGH
FITNESS
Extending Speedo‟s reputation for
competitive excellence through
2
engaging and rewarding communications

25. DRIVE: Consumer Engagement
Swim Master Application
• Utilise location based
technology
• Allow users to find their
closest swim locations including
indoor and outdoor water
• “Outdoor swimming has taken off
massively.” (Lynne Hawkins,
English Chanel Swimmer)

26. DRIVE: Use of
Athletes
‘Adapting Olympic
training regimes for
recreational
participant use can
give consumers a
common focus‟ (Mintel
2010)
Highlight to consumers
the connection between
the Olympics and
Speedo
Encourage
participation in
swimming post Olympics

27. Projected Growth and Global
Consideration
• Consider how consumers in other countries
relate to water so the same emotion based
segmentation can be applied
• Take into account cultural and language
differences; segment specific initiatives can
be altered accordingly
• Growth will begin slowly whilst consumers
become familiar with the new brand structure
• 2 – 4% increase in share by the end of the
second year of implementation

28. Marketing Objective: To increase Speedo's share
of the leisure and beachwear markets
Communication Objective: To clarify and
differentiate the range of Speedo products in the
mind of the consumer
The Big Idea: Emotional Connection
Drive
Segment Segment
specific Unwind specific
initiatives Let Go initiatives
Logo‟s and
Brand Online In Store Visual
Architecture Identity

29. Thank you!
ANY QUESTIONS ?

30. Club 18 – 30 2007 brochure
Club 18 – 30 2011 brochure
Club 18 – 30 Re-Brand