Marketing Plan
EXECUTIVE SUMMARY
MARKETING RESEARCH ON THE ATTITUDES ABOUT TURBO SWIMWEAR
The objective of this marketing research project is to find out if the attitudes of swimmers who own or use Turbo swimwear products are significantly better than the attitudes of swimmers who have never tried Turbo products. Three perceptions were identified to be of critical interest to Turbo in focus group research: quality, affordability, and the “speed” of the swimwear.
To address this issue, our research team plans to survey 150 swimmers across a variety of swimming participation groups: high school, summer league, and masters (50 each). We hope to be able to achieve a roughly equal distribution of subjects who have used/havent used Turbo swimwear. We predict that swimmers who have used Turbo products will have a significantly better attitude towards Turbo products in terms of quality, affordability, and “speed” perceptions, compared to swimmers who had never used Turbo products. We also predict that high school swimmers will have the most negative attitude towards Turbo swimwear, since they want “fast” suits worn by elite swimmers. Furthermore, we predict that most swimmers who had heard of Turbo swimwear will have seen an advertisement for Turbo in one of the leading swimming magazines.
Based on
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