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.
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. . 3 Communication budget A. 1 Product introductory stage. A. 2 Diminishing returns. A. 3 Promotion through mass media and public relations for brand awareness. | B. 1 Growth stage. B. 2 Threshold effect. B. 3 Investment on aggressive advertising, web development and promotional events| C. 1 Maturity stage. C. 2 Concave downward respond curve. C. 3 Focus on maintaining market share via discounts, special offers etc. | D. 1 Decline stage. D. 2 Reinforcing brand image for continued products. D. 3 Revisit promotional strategies for a new outlook. | 1. Promotional strategies It is understandable that fashionable swimwear has not been commonly associated with the religious and the conservative Muslim backgrounds. Hence, modest designs such as the Burqini have earned the testimony of many active Islamic females. Meanwhile, threats from European countries in banning the product due to hygienic reasons have caused negative publicity. Hence the promotional strategy and all campaigns should communicate not only modesty and protection but also that the full-coverage swimwear is hygienic and safe . 1. 5 Matching tactics with strategies
Without deviating from the promotional strategy, Burqini could add more colour, excitement and features for the swimsuit. * Advertisement for active Muslim adults/teenagers/ kids and mothers who just wants to sit in the water and stay close to her children. * Special products, packaging and labeling: at water-parks swimwear with cartoon characters etc. * Bonus packs (for mother and daughter). * Special seasonal promotions (Mother’s day, Valentine’s day) * Member clubs for active Muslim women – swimming, life-saver lessons. * Sponsoring CSR activities (For cancer, elders-homes) Market Segments to Maintain and Secondary Segments to Attract The Burqini—as the name implies, a portmanteau of burqa and bikini, is designed in accordance with Islamic law requiring women to dress modestly. Hence the products major target market is the Islamic communities of the world. 2. 1 Study on the current market segment A recent study conducted by JWT, an advertising agency, notes that the Muslims in America are, richer and better educated than the general population. Two-thirds of Muslim households earn over $50,000 p. a. (average $42,000) and have a college degree.
Further Muslim families are also comparatively large. This would more-or-less be the same around the world with the Muslim population. 2. 2 Market Segmentation 2. 3 Segmentation of the current target market It is important for Zanetti to identify the different types of audience her product has and could tap into, and position, promote and cater according to different needs and likings. As the current market could be identified as the active Islamic women the brand should position itself as a brand that is in line to all Islamic laws and beliefs. It is important to understand that in today’s context children has a major mpact on their parents purchasing decisions. In advertising and designing the Burqini for kids, Zanetti should use a differentiated promotional and distribution methodologies when targeting different age groups. E. g. Kids wear associated with cartoon characters, more colour, complimentary gifts etc. Further, when analyzing the target audience it could be noted that there is a higher percentage of women with plus sizes, hence the product should position itself as a swimwear for a woman of any size, especially for the ones concerned about weight, who would not like to wear a bikini. 2. Secondary segments for the Burqini The secondary segment that the Burqini could focus on would be the cancer patients, burn victims, life-guards, athletes and senior citizens.
This swimsuit is ideal for customers who are looking for a garment that is easy to handle when worn, and with maximum UV protection (skin sensitive). Also testimonials indicate that the Burqini’s full-coverage swim range is used by life-guards to protect themselves from jellyfish stings. Simultaneously, the collection with a breathable, moisture-controllable fabric could be positioned as an ultimate solution for athletes, surfers, hikers and etc. To Reach Key Market Segments in Sri Lanka Effectively The Sri Lankan market is an emerging market with rapid developments and modernization. The current market has a balance combination of consumers from conservative backgrounds and Westernizing groups. Further the Muslim population is approximately about 8% of the total which would be the direct market of the Burqini. Hence when analyzing the market segments in Sri Lanka for the Burqini, it is important to segregate it as the Muslims and the Non-Muslims when promoting the product. Majority of the Muslim population in Sri Lanka comes from very religious and conservative backgrounds.
This market could be tapped into through modest wear retailers, Islamic girl’s schools, Islamic societies and associations. The Burqini could conduct programmes, seminars, and webinars on highlighting the importance of modest clothing together with an Islamic recognized society to enter this segment. Likewise could conduct swimming classes for females only to capture the target audience and create brand awareness. Mass media advertising would also be a great option in reaching out to the market as majority of Muslim women are house-wives and TV habits are comparatively high.
Furthermore, the Muslim population in the Western Province of Sri Lanka is comparatively much wealthier and has significant buying habits. This segment spends more on travel and entertainment; hence the Burqini could be positioned as a perfect solution for the Muslim women who wish to wear modest but have fun. Moreover, studies state that the majority of the visitors to Leisure World (water-park in Sri Lanka) are Muslims and most of them have difficulties in participating on water rides and other rides due to the heavy, full-coverage costumes. Thus, the Burqini could tie-up with the water-park and promote the swimwear.
The secondary market segment that the Burqini could reach would be the conservative Non-Muslim segment. Sri Lanka has a heavy history and a culture that requires women to be modest and simple. Some of such perceptions and traditions are still carried out by a decent per cent age of Sri Lankans. Therefore the Burqini would be the ultimate option for such consumers. This segment could be reached out to via cultural societies and clubs. The original product could be modernized slightly with three quarter, short sleeves, semi-fit, without the hood options when tapping the conservative Non-Muslim audience.
Likewise, women concerned about weight and sun protection could be addressed through salons, fitness centers, spas and etc. Prior to launching the product, Zanetti could reach out to the target markets through a fashion show, targeting both the Muslims and the Non-Muslims. Also she could conduct a press conference engaging most of the top selling local newspapers (Daily News, Daily Mirror, The Leader), magazines (Hi, Living, Esteem) and TV channels (ETV, MTV, Swarnavahini, ITN etc). Through this she could create excitement and curiosity amongst the market about the product and build brand awareness. Incorporating Sustainability to the Marketing Communication Campaign “Sustainable development” has become a buzzword in today’s’ context due to the materialization of various social & environmental issues. Corporate sustainability is a business approach that forms long-term consumer and employee value. This is not only by creating a “green” strategy, but taking into consideration every aspect of how a business would operates in the social, cultural, and economic environments. In addition, generating strategies to build a company that promotes longevity via transparency, employee development and resource efficiency.
Most brands around the world are paying significant amount of attention on sustainability. Likewise many consumers too are interested in knowing the story behind the brand/ organization, and be a part of a worth full cause. Corporate sustainability can be spoken under three main segments. Namely; environment, social and economic sustainability. 4. 1 Incorporating environment sustainability to the marketing communication campaign. Environmental sustainability is the capability to preserve the valued qualities of the physical environment.
In other words, preservation of the environment & natural resources. The Burqini ought to integrate internal polices such as saving energy, use of renewable energy sources, recycling, re-use etc to become environmentally sustainable. This necessarily does not have to be huge project, but even little good deeds such as switching the power off 10 minutes prior to closing up of a days’ work could make an organization save heavily plus save a significant amount of energy annually. Zanetti also ought to make sure that all raw material and garment sourcing s done through suppliers with minimum carbon foot prints in order to continue portraying themselves as an environment sustainable brand. A very good example for this is M&S. M&S has their own dedicated Green plants with most of their top vendors (MAS Sri Lanka, Brandix Lanka, Hydaramani Garments). This is part of their Plan A initiatives. 4. 2 Incorporating social sustainability to the marketing communication campaign. Social sustainability encompasses human rights, labor rights, and corporate governance. For a society to be functional & sustainable, the basic needs of the members must be met.
Burqini could start this from the internal employees. As a product with an Islamic aspect to it, the Burqini could empower the female employees of the company. This would be ideal for factory/ floor level employees (the machine operators). Likewise, taking it another step forward the Burqini could involve themselves with initiatives to educate the less fortunate in Australia or even maybe in a country with higher Muslim population. The campaign could be carried forward with the involvement of the customers as well.
In other words out of any garment bought on-line would contribute to sum of $2 to a fund for the above purpose. This would not only encourage sales but also create a good brand image amongst the public. 4. 3 Incorporating economic sustainability to the marketing communication campaign. It is about attaining economic growth along with making sure the enhancement in quality of life and the environment. Under this segment, the brand could come up with mechanisms to improve the life standards of their employees. Indeed it is a well-known figure of speech that charity should begin at home.
Hence, it is worthy to note that the above sustainable initiatives should not be mere decoration on the walls but a solid foundation that the brand could genuinely build its walls on in the highly competitive market. These initiatives would be a success only if the basics are first done internally and are backed by concrete sustainable strategies and polices. Further, at all instance these should be communicated to the public via product packaging, press conferences etc. Moreover by word of mouth and the internal staff, who is the true flesh and blood of the brand.