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Zoggs Marketing Strategy Sophie Mattacott-Cousins N0280922 Fashion Marketing & Branding Year 2

Share Our Passion For Swimming!

Zoggs Online 2012

contents
Sec4on 1: 1.0 Introduc4on 1.1 Methodology 1.2 Brand personality and Values 1.3 SWOT analysis Sec4on 2: 2.0 Current consumer 2.1 New Consumer 2.2 Segmenta4on of new consumer Sec4on 3 3.0 Swim market 3.1 Compe4tor analysis 3.1.1 Compe4tors Social Media Sites and Website Comparisons 3.2 Advances in digital technology 3.3 Future of online retailing 3.4 Social media 3.5 New innova4ve ways of using social media

Sec4on 4 4.0 Marke4ng strategy 4.1 Product- New Range/ Why 4.2 Price 4.3 Place 4.3.1 App 4.4 Promo4on 4.4.1 Launch of the Zoggs Follower Sec4on 5 5.0 Zoggs Online 5.1 Zoggs Unite Webpage development 5.2 Zoggs follower and integra4on with Leisure centres 5.3 TwiTer Sec4on 6 6.0 Distribu4on 6.1 Budget 6.2 Future plan 6.2.1 Timeline 6.3 Conclusion

Section 1: 1.0 Introduction

Zoggs originated in Australia as a leading manufacturer of goggles and swimwear brand. They have a strong brand personality, providing highly innova4ve swimwear and swimming equipment. Its their passion. This report compiles research in order to devise a strong marke4ng strategy in which focuses on the development of Zoggs online presence and new media coverage in order to enhance the brand, keeping ahead of the highly technologically advanced era we are selling in. This is in order to aTract new consumers and close any gaps they have in a highly compe44ve market whilst con4nuing to en4ce current consumers and raising brand awareness.

1.1 Methodology
In order to compile this report strong research was gained of the Zoggs brand, the current swimwear market trends and consumers. We Carried out primary and secondary research in order to understand the current market, iden4fy the current consumer and any gaps and use any future predic4ons to design a 2 year marke4ng strategy taking into considera4on a budget of 15,000 in order to cover the innova4ve ideas for the development of the Zoggs online presence and PR. Primary research consisted of 2 ques4onnaires, the rst was sent to a lifeguard team asking 10 ques4ons to establish how o]en, when and what they look for when purchasing swimwear. (see appendix 1) The second was for teenage girls to gather an understanding of their buying habits. (see appendix 2) Secondary research consists of various reports and databases e.g Mintel, to gather a broader insight of informa4on and facts that have been used to inform our decisions.

1.2 Brand personality and Values

Zoggs has a strong brand personality who do not take themselves too seriously (Zoggs online 2012). They believe that swimming is a fun, healthy, challenging and relaxing. When proposing the new market strategy it was of high importance to use their values at all 4mes and make sure they were perceived in the new collec4on.

1.3 SWOT analysis

To gain a deep understanding of the brand and where they are posi4oned in the market a SWOT analysis was conducted (See Appendix 3 for full SWOT) Zoggs has a strong Australian, fun, innova4ve brand iden4ty in which is at the forefront of all their products and communica4on They use various social media channels in order to connect with their consumers Oer highly technological products that benet a vast range of consumers. Has a stronger focus on women and kids, There is evidence they are missing a gap in the market. Due to their website being uneasy to navigate, could produce a nega4ve vibe causing loss of sales Zoggs faces opportuni4es within the teenage market, due to them being technologically savvy and having an increase in brand choice, giving them more spending power. Zoggs has the poten4al to connect with their consumers through the major social media channels which could result in broadening their consumer base. It is low cost and reaches a wide audience

Threats

Delicate economic period, Zoggs and the swimwear market may suer Already large established brands such as Roxy and Billabong, who are targe4ng the same market and consumers may be loyal. This coincides with high street brands who also sell products for every occasion from one distributor.

Section 2: 2.0 Current consumer

Zoggs current consumers are family orientated, t and fun. They have a playful aftude towards clothing and pick items for t shape and quality. They are passionate and mo4vated and like to increase their performance. Who Women, men and children of all ages with varied body shapes. A/B2 socio economic group . What Our consumers buys and wears Zoggs products for their innova4on, quality and t, whilst s4ll looking stylish Why Our consumers like to know their item will last on performance and quality whilst also feeling comfortable in the t of the design and shape. When Zoggs products can be worn and used in every water ac4vity from swimming for tness or fun to relaxa4on and leisure. Where Consumers can use their Zoggs products indoors and out. They will stand the test of the sea as well as the pool. They can be worn in any weather condi4ons and used in public and none public places.

2.1 New Consumer

There is a new gap in the market for Zoggs to target. They are Teenage girls aged 13-21 from the A/B socio economic group. They are ranging from school girls to university and are interested in sport, fashion and music. This age group if o]en skimmed over in the swimwear market with the majority of swimwear providers crea4ng ranges for either kids or women. The dierence in body shape between these ages changes drama4cally and there are only few retailers who cover this age group. (See appendix 4 for further details)

2.2 Segmentation of new consumer:

By body shape, mix and match bikinis to suit shape and one-piece swimsuits to support and aTer.

Section 3 3.0 Swim market

Like most markets, the swim market hit a downfall during the recession and cuts on government spending meant the plans to make sports centres free, was not carried out. However despite the restric4ons on public sector spending, new centres s4ll con4nue to be developed. (mintel) Swimming is the most popular ac4vity at leisure centres and swimming pools, reec4ng its posi4on as the most popular spor4ng ac4vity among adults. For the younger market, it is likely to be cost and 4me which are the main restric4ng factors limi4ng the amount of use, sugges4ng that perhaps centres could look at introducing young persons rates, or oering free trials for a limited period, rather than the more common junior or child prices. (Mintel- Leisure Centres and Swimming Pools - UK - July 2011)


3.1 Competitor analysis
Zoggs currently face and will con4nue to face strong compe44on in the swimwear market. Zoggs provide tness swimwear however, do not specialize in compe44on or fashion led products. Therefore they face compe44on from brands such as Speedo and Adidas as well as brands that specialize in beach swimwear e.g Seafolly. They also face compe44on from high street brands such as New look, H&M and Next in their new proposed market. there is a gap in the market for fashion led tness swimwear that can be used by young women from the age of 13-21 as no compe4tors have specialized in this area. The table shows that there is a gap in the market for Zoggs to u4lize their Australian brand essence and use a surf/ tness/beach theme to launch a range for teenagers which is adaptable for tness, beach and sport but is also trend led. Summary of case studies are in the appendix.

3.1.1

Competitors Social Media Sites and Website Comparisons

See Appendix 5 for further informa4on

 Digital Technology online has advanced signicantly over the past decade. The internet now pays a key role in commerce. Consumers are now presented with the op4on to browse, buy and be marketed on most website pages daily. However, not every site manages to engage as successfully as others with their target market, design has to be clear, precise and easy to use. Radio frequency iden4ca4on (RFID) technology has been used for years in supply chain management opera4ons in many sectors, marketers are beginning to apply the technologys ability to automa4cally capture accurate, real- 4me data to create more engaging brand experiences and build brand loyalty (Krumsick, Any&me, anyplace, didgital is everywhere 2011). (e.g see appendix for Coca-Cola example of RFID)

3.2 Advances in digital technology

consumers are now asked to use social media sites to express posi4ve brand feelings, with brands integra4ng with Facebook and asking consumers to like which products interest them increasing brand and product awareness. This par4cularly aTracts Young consumers. (see appendix 6)

3.3 Future of online retailing

Looking into the future of online retailing it is expected to reach 123billion in 2020. E-commerce currently accounts for 17% of the retail market however is predicted to con4nue to rise. (WGSN) The future of online retailing is shown through developing technology such as - purchases become simple and easy - safe and ease of payments, simple and 4me eec4ve. -been seen in high street stores, customers can interact with products (Jenny Williams. 2011. Online) being able to see products for size shape and colour before purchasing may also reduce the amount of returns made.

Smart phones and apps Pay Pal

Augmented Technology

Because Zoggs is posi4oned in a large populated market it is paramount that it stands out from its compe4tors. With new technology becoming interac4ve allowing consumers to see the exact product in which they are buying and in some cases being able to try a product on may see a major expansion in the way in which consumers buy o the internet opposed to an in store environment. Furthermore, having simple online payments possible on mobile devices, tablets and laptops using wi or internet connec4ons there is no reason for consumers to not use the eortless, innova4ve way of purchasing wherever and whenever possible. (See Appendix 7 for further informa4on)

3.4

Social Media

Within the last ten years social media has evolved through the growth of technology. The Web provides inevitable amounts of informa4on allowing consumers to locate informa4on at a click in seconds. With one hundred million users applying for a Facebook account in under 9 months (Targ8com) this shows that a mass audience can be targeted through social media.

3.5 New innovative ways of using social media

Post Your Experience on Facebook, Twitter and Youtube

4.0 Marketing Strategy 4 Ps

4.1 PRODUCT new range/ why
Developed a new range; Zoggs Unite. Designed for teenage girls (13-21) Swimwear that is stylish and contemporary yet with links to Zoggs Swimshape range Colours remain fun linked to Zoggs personality yet with a surfer girl twists. The range encompasses dierent style op4ons for a mix & match choice that will work with the growth of body shapes. Sizes range from 4 to 18. Polaroid photomontages will be something to consider as a form of adver4sing the Unite range. A retro and 70s style is evident in the collec4on linking to the future current trend noted by WGSN See appendix 8 We decided that a new product would need to be launched to aTract our target consumer who are also the current users of social media. With Facebook and other social media sites having a sign up age of 16 it became apparent that if social media was currently the leading trend of adver4sing we needed to nd a way to reach that target age demographic.

Clear Zoggs logo to keep brand image

 is dependant on style Pricing (see a ppendix 8)

4.2 PRICE

4.3 PLACE

Con4nue to sell at Leisure centers, Sports shops on the high street and online. To engage with their new consumer Zoggs needs to improve their Online store. Integrate new technology into their web store and make the selec4on process much more personalized. By oering consumers the possibility to mix and match and see the outcome on screen will create much more interac4on with their consumer.

4.3.1 App

With the advanced technology in M-commerce we advise Zoggs invest in an app. Research has shown under 25s are currently the most technology savvy and therefore by oering this to our new consumer we will be providing to their personal wants and requirements. Through maximizing their app Zoggs will see an increase in sales, consumers can interact and view Zoggs products immediately on their phone and are also given the chance to purchase and share through the app. The app will consist of a series of pages under the labels of; News, Events, Lookbook, Zoggs Unite Lookbook, Follower. This will enable consumers to be able to access Zoggs at any point maximising poten4al sales. Overall by answering their consumers needs Zoggs will create greater brand awareness and loyalty (See appendix 8)

Zoggs App

4.4 PROMOTION
Sponsored Event; Boardmasters Connects directly to target audience and shows the consumers Zoggs is serious. Zoggs team will promote throughout the fes4val Run a twiTer compe44on A Splash pool with cameras underwater will be situated at Boardmasters on the terrace of the 'beach bar' to show o and launch the Zoggs Follower A press release will be sent out to some fashion and sport magazines to raise brand awareness whilst also making consumers aware of the new Zoggs Unite range and Zoggs Follower. Compe44on to win VIP 4ckets at Boardmasters allows Zoggs to gather users details as need to register rst before comple4ng the compe44on and can then email news leTers and promo4ons to everyone that takes part. See Appendix 8

4.4.1 Launch the Zoggs Follower

In conjunc4on with the app Zoggs will create a band that has an integrated chip which will allow cameras in certain pools to pick up and follow your swim. It will measure your speed, laps, and record visually which can then be viewed online and shared on Youtube, Facebook and twiTer. The band can be worn at all 4mes, therefore ac4ng as free promo4on (word of mouth) and also relates closely to Zoggs Unite. By providing the Zoggs consumer with reasons to follow and view Zoggs social media sights it will create a greater online presence and result in more ac4vity taking place on their websites.

Section 5 5.0 Zoggs Online

Compe4tors sites were easier to follow and understand, they also u4lized social media sites Zoggs site was slightly disorientated when nding products and informa4on. Zoggs website also does not u4lize its social media sites, we feel they need to make this more prominent, giving more choices for consumer interac4on. We decided to change the site from (see Appendix 9 for current Zoggs site sta4s4cs)

 The changes were made to create an easier follow through process when clicking to get to nal des4na4on, whilst also crea4ng less clicks to get there. Imagery was noted to take a key role in naviga4on so we also felt that images needed to be clearer and more precise to the point, therefore consumers understanding where they would be taken to were they clicked. Our overall goal of the site was to maximise poten4al on social media, bring more custom to the site and make it a friendlier site to use.

5.1 Zoggs Unite Webpage

We have created a new page for the Unite range as a way to personally connect to the new consumer

5.2 Twitter

We shall also be conduc4ng a twiTer compe44on

where Zoggs will be pos4ng a secret word every half an hour at Boardmasters. The rst person to return to the Zoggs stand on the beach and tell the team the word will then receive a Zoggs goody bag. This will help us increase followers and maximise their social media usage for future promo4on.

5.3 Zoggs Follower and integration with leisure centres

With Zoggs follower being rst launched at Boardmasters we will con4nue to launch this strategically across local leisure centres, oering consumers to purchase the band when signing up to the centre. Cameras that are placed in the chosen centres will then pick you up once ac4vated and record your swim. Contracts will have to be formed to gain consent of recording, but the camera only homes in on you, no one else in the pool. This will be a great way to record swimming progress and spor4ng ac4vi4es such as synchronised swimming.

Section 6 6.0 Distribution

With Zoggs currently selling a substan4al amount of products online we will con4nue to use their website as main channel of distribu4on. This will create exclusivity whilst also bringing more trac to their website which is our main goal and promo4onal campaign. However we suggest that they also consider selling on ASOS and Figleaves in the next 12 months. ASOS is the leading online retailer, also selling Zoggs compe4tors giving the chance for consumers to have a direct comparison. We also recommend selling in John Lewis and House of Fraser (family orientated shops). We dont feel supermarkets is appropriate for Unite as its not our new target consumer shop of choice, being seen as some4mes cheap and unfashionable.

6.1 Budget

App - 4 8K (Most likely nearer to 8K) Combined APP & Website 10k Marketing - 5k
(See appendix 10 for breakdown)

6.2 Future Plan

We have devised a 2 year plan for the role out and integra4on of the proposed campaign and range. A]er measuring the success of Zoggs Unite we will then further the distribu4on into ASOS as it is currently the Number one online fashion retailer. ASOS is directly targeted to our new consumer also making it a prime place for them to shop. The Zoggs follower will also con4nue to be distributed and pushed into the public eye crea4ng a bigger buzz around Zoggs.

6.2.1 Timeline

6.3 Conclusion

Overall though our strategy could be costly in order to target a new consumer it is something that will ul4mately help improve sales in the future. However, we are mainly u4lizing social media as a form of adver4sing, which is predominately free and mass marketed. By introducing innova4ve and up to date marke4ng strategies Zoggs becomes a strong compe4tor in their market whilst con4nuing to be fun and family orientated. By crea4ng a new range we are ul4mately lling the gap that Zoggs currently does not cater for resul4ng in crea4ng a lifestyle brand.

Appendix 1 Primary research analysis

Our rst ques4onnaire was sent to the Eastbourne Voluntary Lifeguard Squad who are a group of lifeguards, both young and old, male and female, who join together several 4mes a week to train to be lifeguards. They were targeted for primary research because they have knowledge and experience of swimming both in a pool and in the sea. We asked 10 ques4ons, to establish how o]en, when and what they look for when purchasing swimwear. QUESTION 1 QUESTION 5 Male 61.5% What are the most important features you look for when buying new Female 38.5% swimwear or swim accessories? Design 61.5% QUESTION 2 Colour 30.8% Age Brand 23.1% 13-15 23.1% Technological features 53.8% 16-18 30.8% Price 30.8% 19-21 23.1% Adjustable sizing 15.4% 21+ 23..1% Evalua4on:Although the nature of the ques4on meant that par4cipants QUESTION 3 could chose more than one op4on as an answer, the results s4ll clearly How o]en do you go swimming per week? show that the design of the item is the most important feature of the 1 38.5% swimwear or accessories for people of the target age, closely followed 2 38.5% by technological features such as goggle an4-fog technology. Behind this 3 7.7% colour and price were of equal importance s4ll holding a large 4 15.4% propor4on of importance. Only a small amount of par4cipants chose brand sugges4ng that perhaps the target consumer are less brand loyal Evalua4on: regular swimmers that swim several 4mes a week. Suggests and instead shop across the market looking at all products available that they swim for tness and as a hobby rather than for leisure or fun before choosing the most appropriate product. Adjustable sizing held a with friends. small amount of importance. QUESTION 4 QUESTION 6 How o]en do you purchase new swimwear? Do you ever encounter problems when buying swimwear/accessories? If Monthly 2 yes please detail. 2-3 months 3 Goggle bands snap easily 4-5 months 3 Lack of sport shops to buy from 6 months 2 Goggles dont t properly Yearly 2 An4-fog lens wear out and dont last very long Evalua4on: Swimwear used as regularly as 2 or more 4mes per week Chlorine wears away material needs replacing a lot more o]en with the majority of par4cipants Goggles get scratched easily replacing their swimwear at least every 6 months if not more o]en. This Elas4c on goggles doesnt stay 4ght for long means that quality of material and swimwear longevity is important Understanding swimwear sizing online when buying new swimwear in order to maximise value.

Appendix

Evalua4on: most complaints are about the wear and tear of products sugges4ng that a focus on the quality of material would aTract consumers who swim regularly to purchase Zoggs swimwear. Emphasis on the technological features of goggles as well as the design features would also re-assure poten4al consumers that they are buying well Ted comfortable products. Making sure the online purchasing process is as easy to use and detailed as possible, using swimshapes or personalised sizing op4ons to increase condence of buyer. QUESTION 7 Where do you buy new swimwear from? Sport shops 53.8% Direct from the brand 15.4% Online 61.5% Mail Order 0% Leisure Centres 0% Evalua4on: The majority of the teenage target age group purchase new swimwear either from sports shops or online sugges4ng that being able to shop across the market and comparing compe4tors is an important factor when deciding which suit to buy. Making online buying easier, quicker, more personalised sizing op4ons ect will encourage shoppers to purchase Zoggs products above compe4tors. Swimmer of the target age group are not buying swimwear from leisure centres even though they are regularly visi4ng them to swim. This suggests that Zoggs needs to focus the distribu4on of its teenage range online and through retail distribu4on channels with sports shops. QUESTION 8 Are there any places you would like to be able to buy swimwear from but cant? Sport shops Swimshop.co.uk Evalua4on: more evidence that sport shops and online services will be the most successful channels of distribu4on for Zoggs teenage range

QUESTION 9 What is your favourite swimwear brand? Nike 16.7% Speedo 100% Evalua4on: Although Zoggs was listed along with Addidas, Arena and Head nobody picked them as their favourite brand. This is a challenge for Zoggs to become more prominent in the teenage market by including a new range and engaging more with the target age group. QUESTION 10 If you could design your own swimwear what features would it have? Tight t Mul4 coloured Comfy goggles Heated material for sea swimming Pocket for locker key Colourful Warming material for when exi4ng the sea Durability Comfort Reasonable price Bright colours Good t interes4ng design Material that doesnt lose elas4city Hidden seam An4-chlorine material Evalua4on: Being regular swimmers both in the pool and in open water having equipment that is reliable and long las4ng is of high importance as well as the swimwear actually looking good in terms of colour and design. Some more specic technological features could be included in the range such as warming material for sea swimming. BeTer awareness of the Zoggs products available would benet the target consumer who may not already be aware of the range of goggles and swimwear available specically for sea swimming and tness pool swimming.

Appendix 2 Girls Survey Results

How are old are you? 13 15 years old 3.7% 16 18 years old 22.2% 19 21 years old 70.4% 21 + years old 3.7% What is the purpose of your swimming? School 0.0% Leisure ac4vity 22.2% Fitness 37.0% Compe44ons 3.7% Holiday 44.4% I rarely go swimming 14.8% To evaluate the of the purpose why ques4onnaire par4cipants went swimming suggests they use swimming as a main source of tness, but also on holiday where they may swim for leisure and fun. Do you buy separate swimwear for dierent purposes? Yes 55.6% No 33.3% Some4mes 11.1% The above answers suggests that majority of people by a swimsuit set opposed to separates, buying a set means that the set is complete and matches, opposed to seperates that they not go, or be of a dierent paTern. Are you brand loyal when purchasing swimwear Yes 7.4% No 92.6% Due to the young target audience the answers clearly suggests that they do not con4nually buy into a brand and therefore look for oers and new innova4ons which may evoke them to buy into a brand opposed to being brand loyal and always buying into the brand. If yes, do you follow them TwiTer Facebook Both 100%

This shows that they are brand loyal and follow their brands on social media, sugges4ng they are interac4ve with brands, reading and viewing posts and tweets in which they post in order to keep up to date with brands, ensuring they know what brands are oering. Do you struggle to nd swim wear that ts you properly? Yes 40.7% No 37 % I have done in the past 22.2% The above results show that over half of par4cipants struggle to nd swimwear or have done in the past, this may suggest that swimwear is not par4cularly Ted to body shapes and could be customised in order to improve and develop new products within ranges in the swim wear market. What do you prefer when purchasing swimwear? Adjustable Straps 7.4% Comfy 22.2% FlaTering 81.5% Bust Support 29.6% Fashionable Swimsuits 44.4% Smaller bust size 14.8% Larger bust size 14.8% Other 3.7% A large percentage of consumers when looking for swim-wear look for a costume that is fashionable but will also aTer their body shape, with this in mind young consumers are fashion and body conscious therefore taking this into considera4on they like to feel good when in swimwear. Where do you buy most of your swimwear? Sports shops 18.5% Surf Shops 14.8% High street shops 81.5% Supermarkets 0.0% Online 3.7% It is clear by the above results to suggest young girls do not go direct to specialists shops, however go to fashion based high street shops that do not necessarily specialise in Ted swimwear but provide fashionable garments.

Are you ever conscious of going swimming as you are exposed to the public?? Yes 69.2% No 11.5% Some4mes 19.2 This clearly suggests that young girls are very conscious when wearing swim- wear, therefore producing swim-wear that ts may minimise young girls being conscious when swimming, If yes, would you feel more condent if your swimwear was specically suited to your body shape? Yes 91.3% No 4.3% It would help 8.7% The above results propose young girls would buy swimwear that was designed for dierent swimwear that was aTering for dierent body shapes. To evaluate the ques4onnaire carried out by young girls it clearly suggests they are fashion conscious individuals who shop on the high street for swimwear that is aTering to their body shape but struggle to nd swimwear that ts them well, wearing swimwear both for exercise and leisure.

Appendix 3 SWOT

STRENGTHS Strong brand iden4ty The Zoggs relaxed, Australian, fun brand image is at the forefront of all Zoggs products and communica4on, ensuring that the consumers fully understand what they are gefng from Zoggs products. Social media usage Zoggs understand the need to engage with their consumers through the use of social media sites Facebook, TwiTer and YouTube giving them a live point of contact. Instant responses to Tweets and Facebook messages ensure the customer they are being recognized and improve trust and loyalty and YouTube is being used as a great way to showcase the crea4ve aspects of the brand image and as a focus on new technology within product development. Product Technology Zoggs are very precise and clear when detailing the technological aspects of their products, whether it is goggle lens lters or SwimShapes features, details are clearly stated and focused on as a main selling point for the brand. SwimShapes successfully segment dierent styles of swimwear depending on body shape making it easier for women to select the most appropriate swimwear. WEAKNESSES Strong emphasis on female and junior ranges - male consumers may feel unwelcome to the brand on the website as there is not as much emphasis on details of the male ranges. The designs and colours are not as advanced as on junior of female ranges. Weak website design the Zoggs website is hard to navigate around with uninspiring imagery and language that doesnt successfully communicate the Zoggs brand essence. Undieren4ated products in rela4on to compe4tors the swimwear market is quite saturated with a lot of compe4tors selling the similar products. Zoggs has no standout USP that gives them the advantage over other swimwear brands.

OPPORTUNITIES The biggest opportunity for Zoggs is the new market opportunity to tap into the teenage girl market. With a higher propensity to spend, higher rates of social media usage and new technology, there is a huge opportunity to increase brand awareness within this target group and also within the larger already established market. By entering into this new market segment Zoggs next biggest opportunity is to interact with new media above and beyond Facebook, YouTube and TwiTer. There are new methods of technology that Zoggs can incorporate into their website and social media channels to increase awareness and brand loyalty such as smartphone apps, video technology and augmented reality. Another chance for Zoggs to increase sales and brand loyalty within the newly targeted market is to improve channels of distribu4on. By working on making the online store more prominent and easier to use the 4me-pressed consumers who are used to having everything at the press of a buTon are more likely to interact with the brand. Using other online swimwear and fashion/sport specic websites, such as ASOS.com, further along the 4meline will again increase the amount of sales for Zoggs within the teenage girl market. THREATS The biggest threat for Zoggs when targe4ng the new teenage girl market is other surf brands. Brands such as Roxy and Billabong who already target the teenage market and are well established within the surf and swim community are using new technologies to really interact and communicate with their market and engage them in their whole lifestyle. Another big threat is the brand stretch of high street brands that are now becoming a one-stop shop selling everything needed for a complete wardrobe for every occasion. This is leading to a decline in sport specic shops that are selling specialized sports products. In turn this may lead to poten4al new consumers turning to high street shops and buying products from brands such as Topshop as opposed to specialized sports shops.

Appendix 4 New Consumer

A Mintel report on Youth Fashion suggests that The younger genera4on are keen sports par4cipants, with the majority (62%) taking part in some form of spor4ng endeavour at least once a week, and they are the primary drivers of sales within the sportswear clothing category. 2012 is also a huge year for sports in the UK with the Olympics have a huge inuence on many aspects of consumer behaviour and trends, its the perfect 4me for Zoggs to be targe4ng this teenage market who already have a keen interest in sport. Sportswear is also having a huge inuence in fashion trends. A WGSN report on Genera4on Y reports that: Gen Y spend $150bn per year on consumer goods; ve 4mes more than their parents did at their age They inuence another $50bn in purchases by Baby Boomers (born 1946 - 1964) By 2015, Gen Y will make up over half the workforce By 2017 their spending will eclipse those of Baby Boomers These sta4s4cs show that the target group have a huge spending inuence. Key consumer values are outlined as: The key Gen Y values: Investment, not indulgence Equal opportunity buying, not loyal to a par4cular brand Ra4onal exuberance, meaning that a brand needs to provide an excuse for a luxury purchase, whether it involves func4onality or heritage. When making purchases, Gen Y is more concerned with seeming smart than seeming rich The self-expressive benets of subtlety, and being in-the-know. Running compe44ons and limited 4me events is a great way to create buzz around a brand and get the market talking about the brand. Highligh4ng key elements in subtle ways making them seem eortlessly cool rather than shou4ng about them.

Belonging to one group or style tribe - tradi4onally dened by a strong aesthe4c and ethos - is no longer as relevant as it once was The iPod shue mentality of this youth consumer also means that choice is varied, uid and accepted as the norm Back to a clean and modernist look back to simple lines and quality investment pieces Today's youth consumer buys into a mind-set and brands that sell not only garments but communica4on

PEN PROFILE Name: Ella Age: 17 Lives: Large town Interests: Music from main stream ar4sts such a Rihanna to dubstep and d&b when out partying with friends. Loves to go to fes4vals such as Glastonbury, Global Gathering or Benicassim and loves big house par4es with friends. Up to date with social media, always using Facebook and TwiTer to communicate with friends as well as using apps such as WhatsApp and BBM stay constantly in the loop. Likes skiing with friends on college trips and going surng with friends in the summer. Fashion is important but not following mainstream trends. Street style is more inuen4al however they s4ll love to shop at Topshop for everyday basics mixed with vintage pieces for a unique look. Magazines such as iD, Dazed and Confused and Cooler are regular reads.

Appendix 5 for how competitors maximising social media

are

Facebook is said to become the next biggest online retail environment with 40% (why open a store on Facebook?. 2011. Video) of consumers sugges4ng they use social networking when it comes to shopping online, with e-commerce and social commerce becoming the fastest growing segment in consumer retail with an es4mated value of 30 billion dollars by 2015. (Eseller Media Ltd. anon. Online) Having an online store enables brands to promote and adver4se on their Facebook page, oering a direct link to the store bringing trade to the brands, with very liTle eort. Nike have been leaders in innova4ve use of social media to create interac4on with their customers. They are currently pushing their twiTer campaign; How will you make it count in 2012?, gefng their consumers to post on twiTer. They also recently had a campaign with Facebook called Take Mokum, Nike+ Gra4 challenge where they pushed for their consumers to take up an Amsterdam running route. The idea was you downloaded the Facebook app onto your phone through Nike where you could then draw a running route on a satellite map of Amsterdam. You could then share the route back on Facebook and challenge people to run. They developed this by crea4ng the Nike fun house which was a place for people to interact oine also marketed through Facebook. They gained 9,202 members on Facebook, It was visited 183,275 4mes and 220 runs were created. This style of marke4ng massively improved trac onto their site and Facebook gaining a larger audience and greater interac4on. Speedo had not been interac4ng fully in the social media scene un4l last year. Speedo decided to use social media as a way to reach non compe44ve swimmers. They created the Pace Club, which they created a new website, catalogue and tagline. It includes a mobile app that allowed swimmers to access training programs, log workouts and view professional athletes giving 4ps and demonstra4ons whilst also mee4ng others crea4ng Pace clubs virtual swim team which can also be seen on Facebook and twiTer.

Seafolly currently uses the likes of Facebook, TwiTer and Youtube to release limited edi4on product informa4on and promo4onal campaigns. As it doesnt have a store of its own it uses these to market their consumers. Roxy is currently u4lizing the social media scene to create online campaigns that enables consumers to connect to the brand. They post events and informa4on on surf and snow tournaments to keep their consumers in the know. Roxy also uses their own blog to push their news and events. Billabong is using their blog to post news and push their online campaigns. They also use social media sites to give gi]s and promo4onal campaigns all crea4ng a posi4ve brand aftude and a reason to join their sites. For Christmas they produced their online calendar where everyday they gave out news, recipes, vouchers and other informa4on to create consumer brand interac4on.

Appendix 6 RFID Cocacola case study

Radio frequency iden4ca4on (RFID) technology has been used for years in supply chain management opera4ons in many sectors, marketers are beginning to apply the technologys ability to automa4cally capture accurate, real-4me data to create more engaging brand experiences and build brand loyalty. One example is Coca-Colas recent RFID enhanced event. The brand used RFID-tagged bracelets during a 2010 amusement park event for teenagers that integrated with Facebook and immediately updated their ac4vity on the social pla}orm. Fans swiped their bracelets at dierent spots to instantly like an aTrac4on or be tagged in a photo taken by an amusement park photographer. This interac4on provided users the ability to seamlessly engage with the brand and their social network in real 4me by lessening the barriers an update was as easy as a swipe of your arm, not accessing through a mobile app. For Coca-Cola, this was an opportunity for increased social media presence and viral impressions generated from their network.

Coca cola RFID. Online image. Available from www.gawker.com(Accessed 17.01.12)

Appendix 6 (From advances in digital technology)

Young consumers are generally more interested in new technology than older consumers, but personal technology items such as smartphones and video games, are becoming an everyday feature in the lives of todays digital na4ves. Mobile phones are fast becoming ubiquitous too, with 91% of teens and tweens having their own mobile. Teens and Tweens technology usage- UK- November 2011- Mintel. According to Mintels consumer research, 82% of youths aged 10-15 have used social networks. Facebook is the most established social networking pla}orm amongst youths, with three quarters of children having ever used it. Currently, 92% of 14-15-year-olds are Facebook users. Some 42% of youths who own a smartphone say they have paid for apps on their smartphones, and the propor4on almost doubles to 82% for downloading free apps on their phones.Teens and Tweens technology usage- UK- November 2011- Mintel.

Appendix 7 Future of online Retailing

The future of online retailing is becoming increasingly dependent on the use of mobile technology. With over 80% (REFERENCE) of UK homes having an internet connec4on and X% of people in the UK owning a Smartphone (REFERENCE) brands are inves4ng in new technologies which can span both of these channels. 4G internet connec4on is also being rolled out across the country meaning that connec4on to the internet will be yet faster and easier, enabling users to connect to the internet almost everywhere. The UK online retail market is expected to yield 123billion in 2020. WIFI access is becoming more common in the retail landscape with many brands oering free WIFI connec4ons to customers in order to u4lise and maximise the use of smartphone apps. (REFERENCE WGSN). A major advance in retailing will be the ability to pay for products in- store via mobile payment devices on smartphones. This technology will enable consumers to buy products from anywhere with an internet connec4on and then pick them up and pay for them in- store at a convenient 4me. Apps have already been created to help enable this process however it is expected that the popularity of this will greatly increase in the coming years.

Augmented reality has been popping up at various retail brands since 2010 being used mainly in-store as a way of interac4ng with consumers. The advancement of this technology now means that it can be used in an online environment. One of the rst brands to do this successfully was Tissot who used the technology for consumers to see what each watch design actually looked like on their very own wrists, using a webcam and a printed out watch template. This process can be harnessed by retail brands, especially swimwear brands, because the look of the product when on the body is such an integral part of the purchasing process. In general the future of online retailing is crea4ng a user experience that can be personalised and interacted with, a step further than just seeing the product and reading some copy about it. Content must be easily accessible through desktop and laptop formats as well as through mobile and tablet devices. Consumers are increasingly exposed to the compe4tor landscape, with the younger genera4ons holding brand loyalty at a lower rate of importance than their older pears, meaning it is becoming a race for brands to have the most crea4ve, user-friendly was of communica4ng with their demographic and increasing the ability to complete the purchasing process. Online payment has become a lot easier with new technology. Integra4ng a system such as PayPal makes it easier for consumers to pay for products online without having to ll in their details every 4me they want to purchase. This makes the transac4on a lot quicker and seemingly stress free.

Appendix 8 Strategy; 4ps

product We have developed a new range based on Unite range at Zoggs specically designed for the teenage girl, aged from 13 to 21 years. The vision for the new range is to create something regarded as cool to the younger eye with the shapes and styles that s4ll captures the fun aspects of Zoggs through the colours and paTerns used. It is intended to be associated with the surfer type. It is perfect for recrea4onal ac4vi4es and performance-based swimming. According to WGSN, Hazy Summer is a key print trend for summer 2012. It can be commercially translatable for swimwear. The colour paleTes for the swimwear is based around this using ve bold fun colours and ve dierent muted abstract paTerns. The colours are complementary of one another, which will allow the consumer to mix and match. Both the tops and boToms will be available in the paTerns as well as the plain colours. The adver4sing for the range will again relate to the Hazy Summer trend and use black and white photography, which incorporates hints of colour from the bikini styles. The sefng will be on a beach with a hazy sunset that creates an atmospheric mood and vintage eect. Polaroid photomontages will also be something to consider as a form of adver4sing the Unite range. The 70s is a key era for the inspira4on of the paTerns and period prints will be used to create that retro resort feel. The swimwear will have a choice of dierent shapes and sizes to appeal to the teenage market. The bikini top is available in a halter-neck and bra style. The bra style top is specically Ted to the girls bra size and oers support, similarly to the Zoggs Swimshapes range. The bikini boTom will come in a brief short style and. Along with the bikini styles, swimsuits will be designed, that are prac4cal but s4ll fashionable. Other than the bra style top, the sizing for the range will be from a size 6, to cater for the younger target consumer whose bodies are s4ll developing, up to a size 18. It will be sold as separates, which allows the consumer to also mix and match sizes. Price The pricing of Unite swimwear is dependent on the style and colour of the bikini and swimsuit. The halter neck style bikini top and boToms range from 12-15. The bra style bikini top with underwire and padding will be priced between 15-17 and the swimsuits will be priced at 25.

Place Primary research proved that the target market buy primarily through online stores and through sports shops on the high street. Currently Zoggs sell a lot of their products through leisure centres which is working well for their womens and kids ranges however doesnt translate well for the teenage market. In order to engage with this market, Zoggs needs to improve their online store experience to make it engage with a younger audience who are used to buying from interac4ve brands online. One way of doing this is to integrate new technology into the web store and make the selec4on process a lot more personalised. WGSN report on curated commerce suggests that 2 key points are to Create a more personalised, tailor-made oer to engage on a more bespoke level and Create tac4cal VM online and in store via targe4ng shopper proles or by simply oering ou}it op4ons and solu4ons. By oering the chance to mix and match bikini styles to suit your personal body shape and segmen4ng the one- piece swimsuits by comprehensive body templates the young consumer will feel more involved in the selec4on process. Also using high quality imagery and videos will give a clearer understanding of what the product actually looks like. A Mintel report suggests that an integrated mul4channel retail model with in-store, online and mobile channels all seamlessly interconnected is the way forward. With under-25s being the most technologically-savvy genera4on, mul4channel retailing is most relevant within the youth fashion market. M-commerce is expanding at a rapid rate, with the exibility of on-the-go shopping holding major appeal to todays 4me- pressed consumers. A study conducted by PayPal has forecast mobile retail to grow by 42% per year for the next ve years to be worth 2.5 billion by 2016. Further down the line Zoggs can integrate a smartphone/tablet app that is another way of interac4ng with the teenage market. Teenage girls are a lot more likely to interact with the apps where they can view collec4ons, watch videos on styling 4ps and purchase items instantly, therefore a Zoggs app would work well. When Zoggs start to target teenage boys further down the 4meline the integra4on of a gaming app will work beTer alongside the ability to purchase instantly.

PromoKon The promo4onal methods used to increase brand awareness of Zoggs in the teenage girls market will be based around an event at Board Masters fes4val in Newquay, Cornwall. The Zoggs team will have a stand at the fes4val that will be encouraging fes4val goers to have their photo taken in the Zoggs photo frame which will then be uploaded onto the Zoggs Facebook page. In order to view their pictures par4cipants must like the Facebook page. Alongside this fun method of promo4on the team will be running a TwiTer compe44on where they will be encouraging people to follow Zoggs TwiTer page to nd out a secret word every half hour. The rst person to return to the Zoggs stand and tell the team the secret word will then receive a free Zoggs goody bag which will include items such as Frisbees, s4ckers and possible goggles or a swimming hat and a Zoggs voucher. Both of these promo4onal events will help to drive trac to the Zoggs Facebook and TwiTer pages and increase the amount of social network interac4on with the target audience. Alongside these events the Zoggs team will be handing out a limited amount of Zoggs FOLLOWER wristbands. These wristbands will have a special integrated chip which, when used at a specic site at the Board Masters fes4val, will record the user swimming or surng. These videos will then be uploaded to a special Zoggs micro-site. Once the par4cipant has nished they can then log into the site using a unique code on the wristband and watch their personalised video, which can then be edited and shared with all Zoggs website users. In order to increase par4cipa4on levels and to give the par4cipant something back, Zoggs will also be running a compe44on for the best video uploaded. The winner will have the chance to become Zoggs very own blogger, giving them the opportunity to work with the brand and write about anything interes4ng going on in the swimming/surng world. Throughout the Board Masters fes4val Zoggs reps will be handing out yers promo4ng the events taking place and also with a link to the Zoggs website, Facebook and TwiTer pages.

A smartphone app will also be developed in order to pull together all the elements of the promo4onal strategy. The main focus point of the simple app will be a look book of swimwear styles with integrated links to the online store, a news page featuring live up to date news about events going on in the swimming and surng world and nally a sec4on to view the top FOLLOWER videos from the FOLLWER events. The app will enable teenage girls to interact with the brand by viewing styling op4ons for the swimwear range and easily linking it to the online store for easy purchase. This will drive trac to the online store and create a halo eect for other Zoggs products. The halo eect will also happen for the FOLLOWER sec4on, where people will not only be able to watch the videos but will be able to see the swimwear the par4cipants are wearing, encouraging them to go through to the online store and make a purchase.

Contact: Sophie MaMacoM-Cousins Tel: 0115 474654 Mobile: 07986542321 Emai: [email protected] Zoggs unite teenagers with new collecKon Australian swimwear brand takes a new turn by launching a new collecKon, specialising in targeKng the younger generaKon. London. Feb.6 2012.- Chris Ba commercial director of Zoggs announces a new swimwear collec4on for 13-21 year old girls. The bold new range Zoggs unite is inuenced by combining the beach and tness lifestyle into one collec4on, using Zoggs Australian brand image. The launch will hit the surng coastline of Newquay at Boardmasters fes4val and will proceed to be sold online, on the new, improved, interac4ve website. Along with this there will be an exci4ng social media campaign where you can access videos and photos of yourself swimming.but how? Zoggs have seen a gap in the market. With teenagers being the most powerful consumers of this era, (states mintel) there has been a huge increase in brands social media and online presence for brands to u4lize. There are limited brands out there that sell specialist t swimwear for girls to wear swimming and for leisure; therefore Zoggs have an extremely innova4ve USP. Being known for their broad target consumer base and oering products to all ages, the last market to target has been recognised. The range will be an exci4ng mix of trend led bikinis and swimwear t for all purposes, t for all body shapes, sizes and taste. The most crucial, inuen4al age of a young womens life is from the age 13- 21 and face dicul4es with accep4ng body shape changes and embracing exercise. Zoggs have a large tness presence and want to encourage all young women out there to embrace their bodies and get in the pool, sea or the beach.

Press Release

The range was inuenced by surng and the beach lifestyle that Australia lead. The exhilara4ng part of the launch is the social media campaign behind it, the ZOGGS FOLLOWER. Do you want to be able to sign in online and share videos and photos with your friends of you swimming? But who is lming you? Bands will be given out at the fes4val boardmasters, which contain a chip. There will be cameras inside and outside of the pool that pick your chip and lm you swimming. You can then subscribe to the new improved innova4ve website and access your video. The website will contain a whole new sec4on for the Zoggs Unite range for all the young women to browse blogs, videos, photos and of course enjoy the new range. There will be a winner for the best video each month and a chance for that person to blog on the unite page. So ladies, check out what all the buzz is about and visit www.zoggs.com/unite and sign up to win free 4ckets to boardmasters. www.boardmasters.co.uk. For further informa4on please contact

Appendix 9

Alexa.com Zoggs.com has a three-month global Alexa trac rank of 1,148,912. The site has been online since 1996. The 4me spent in a typical visit to the site is roughly three minutes, with 20 seconds spent on each pageview. About 23% of visits to this site consist of only one pageview (i.e. unsuccesful).

Zoggs site activity

Brands now use the web as the forefront for their promo4on and marke4ng. Online commercialism has grown and by analyzing the Zoggs website it is clear Zoggs is not maximising theirs. Zoggs is a swimwear brand- however in google search engine they appear on the 8th page- this means that unless a consumer is specically looking for Zoggs website they are very unlikely to come across Zoggs By u4lizing social media sites and createing a way of interac4on Zoggs is much more likely to rise in the search engine

Appendix 10 Budget
App - 4 8K (Most likely nearer to 8K) If the content of the APP is sta4c would be a lot cheaper. But as it has a live stream of updates, the cost is increased. Combined APP & Website 10k As the changes to the website are minimal and basic, cost isnt too high. Just adap4ng what already exists for a simpler naviga4on of the site. Marke4ng - 5k Cost of the VIP 4ckets to Boardmasters with camping Cost of making bands with chips intergrated only enough to give to the professional surfers & compe44on winners at the fes4val. Flyers to hand out at Boardmasters adver4sing to follow Zoggs on TwiTer and be involved in the secret word compe44on 10,000 yers Cameras to be put up at Boardmasters to lm surfers and put in leisure centres for underwater lming. Marke4ng of new range magazine adverts e.g. Cooler magazine.

Bibliography

Websites Social media and website, 2012, hTp://seafolly.com (last accessed 20.1.12) Social media, 2012, hTp://www.quiksilverinc.com/index.aspx (last accessed 20.1.12) Social media, 2012, hTp://www.speedo.co.uk/ (last accessed 20.1.12) DC live park, 2012, hTp://www.dcshoes.com/uk/en/snow/videos/live-park-system (last accessed 19.1.12) Augmented Reality, 2012, hTp://www.simplyzesty.com/technology/4ssot-augmented-reality-campaign-lets-you-wear-virtual-watches-before- buying/ (last accessed 20.1.12) hTp://www.4ssot.ch/reality/ (last accessed 18.1.12) Social media and website, 2012 hTp://www.zoggs.com/ (last accessed 23.1.12) hTp://www.google.co.uk/imgres (last accessed 23.1.12) Social media and website, 2012, www.roxy.com (last accessed 20.1.12) Social media, 2012 www.facebook.com (last accessed 23.1.12) Social media, 2012 www.twiTer.com (last accessed 22.1.12) Social media, 2012 www.myspace.com (last accessed 17.1.12) Social media, 2012 www.youtube.com (last accessed 19.1.12) Social Media and Website 2012 www.Nike.com (last accessed 19.1.12) Informa4on on swimwear market www.mintel.com (last accessed 15.1.12) Trends in fashion and media www.WGSN.com (last accessed 18.1.12)

References
(zoggs:online,2012) (Mintel: online, 2011) (Krumsick, Any4me, anyplace, digital is everywhere, 2011) (Wgsn:online,2012) (Targ8: online, 2012) (nike:online,2012) (speedo:online,2012) (4ssot:online,2012)

(word count 2747)

Articles

Mintel, 2011. Leisure Centres and Swimming Pools (online) Available athTp://oxygen.mintel.com/sinatra/reports/display/id=585284. (Accessed 14.01.2012) Mintel, 2011. Teens and Tweens technology usage (online) Available athTp://oxygen.mintel.com/sinatra/reports/display/id=600658. (Accessed 14.01.2012) Mintel, 2011. A Mixture of New and Old Technology to Boost Broadband Infrastructure in the UK. (Acessed 14.01.12) Mintel, 2012 To be or not to be - Technology predic4ons for 2012. (Accessed 14.01.12) Krumsick, 2011. Any4me, anyplace, digital is everywhere Available at hTp://trends2011.clickhere.com/) (Accessed 21.01.2012) WGSN, Currated commerce: best prac4ce. Jane Bibby & Jodie Ball. 15/12/2011

Books

Dibb, 2005. Marke4ng European. 5th Revised Edi4on. Boston: Houghton Miin Harcourt Kotler et al. 2008. Principles of Marke4ng. 5th Edi4on. England: Pren4ce Hall.

Image References

Fig 1- Zoggs powerpoint Fig 2- brand essence moodboard. Online image. Available at www.zoggs.com(accessed 16.01.12) Fig 3-Zoggs powerpoint Fig4,5,6- consumer moodboard. Online image. Available at google images and wehear4t.com. (Accessed 14.01.12) Fig 7- bodyshapes. Online image. Available at hTp://www.daneechi.com/Shop-by-Shape. (Accessed 15.01.12) Fig 8- consumer moodboard. Online image. Available at google images and wehear4t.com (Accessed 14.01.12) Fig 9- Google images Fig 10- perceptual map. Online image. Available from brand logos from individual websites. (Accessed 17.01.12) Fig 11- compe4tor table.Online image. Available from brand logos from individual websites. (Accessed 17.01.12) Fig 12-14 Screen prints. Online image. Available from brands social media pages. (Accessed 17.01.12) Fig 15- DC live park. Online image. Available from hTp://www.dceurope-livepark.com/. (Accessed 19.01.12) Fig 17- Tissot. Online image. Available from hTp://www.4ssot.ch/ (Accessed 19.01.12) Fig 18- unite moodboard. Online image. Available from googleimages.com. (Accessed 19.01.12) Fig 19- moodboard. Online image. Available from wehear4t.com (Accessed 19.01.12) Fig 20- range- own images Fig 21- range- own images

Fig 22- Range example- mood board- Available from wehear4t.com (Accessed 19.01.12) Fig 23- Smartphone app Fig 24- Board masters event. Online image. Available atwww.boardmasters.co.uk . (Accessed 23.01.12) Fig 25- Zoggs follower. Online image. Available at www.googleimages.com. (Accessed 23.01.12) Fig 26- Zoggs website screen shot. Online image. Available at www.zoggs.com (accessed 23.01.12) Fig 28- new website Fig 29- Zoggs Unite website Fig 30- twiTer- www.twiTer.com Fig 31- leisure centre- google images Fig 32- Asos. Online image. Available from Asos social media. (accessed 23.01.12)

Work Minutes
Minutes of mee4ngs Friday 9th December ATendees: Susie, CharloTe, Jasmine, Natasha, Sophie Time: 1 hour Objec4ves: discussed brief Tasks to complete: research over holidays Tuesday 10th January ATendees: CharloTe, Jasmine, Natasha, Sophie Time: 2 hours Objec4ves: brainstormed ideas, discussed research done over holidays, divide up responsibili4es Tasks to complete: Sophie: compe4tor moodboards CharloTe: range plan & design, budget and costs Natasha: presenta4on plan, new & poten4al customers, primary research Jasmine: Powerpoint, logo Thursday 12th January ATendees: Susie, CharloTe, Jasmine, Natasha, Sophie Time 3 hours Objec4ves: brought together ndings, briefed Susie, set more tasks Tasks to complete: carry on with set tasks Friday 13th January ATendees: Susie, CharloTe, Jasmine, Natasha, Sophie Time 2 hours Objec4ves: discussed primary research, set out speaking parts for presenta4on Tasks to complete: start gefng informa4on to put in presenta4on Monday 16th January ATendees: Susie, CharloTe, Jasmine, Natasha, Sophie Time 4 hours Objec4ves: start pufng together presenta4on, carry on with individual parts but consult each other Tasks to complete: get data ready to put in report Tuesday 17th January ATendees: Susie, CharloTe, Jasmine, Natasha, Sophie Time 4 hours Objec4ves: put informa4on together for report, cut down informa4on, divided speaking parts for presenta4on Tasks to complete: write up individual speaking parts for presenta4on, edit individual reports Thursday 19TH January ATendees: Susie, CharloTe, Jasmine, Natasha, Sophie Time 3 hours Objec4ves: carry on with edi4ng individual research, compe4tor table Tasks to complete: learn speech for presenta4on on Monday, edit report Sunday 22nd January ATendees: Susie, CharloTe, Jasmine, Natasha, Sophie Time 3 hours Objec4ves: nish presenta4on, prac4ce Tasks to complete: prac4ce presenta4on Monday 23rd January ATendees: Susie, CharloTe, Jasmine, Natasha, Sophie Time 3 hours Objec4ves: prac4ce presenta4on Tasks to complete: nish pufng report together, bibliography, appendix