Presentation Transcript
Slide1 : Sylvie Derouet
International Brand Manager
Who are we? : Who are we? Born in Australia,
ZOGGS one of the leading pool based swim brand.
Market leader in goggles
Focused on the millions of people who swim regularly in the UK and not on competition / elite swimmer.
Passion for swimming, we want to share that passion
Understanding women’s attitudes toward swimming : Understanding women’s attitudes toward swimming Swimming is the UK’s highest participation sport
45% of adults swim at least once a year = 20.3 m
24% of adults swim regularly at least once a month = 11.1 m
Of these 59% are Women!
39% of Children swim on a regular basis = 4.5 m
Swimming is the No1 Sport for girls and No2 Sport for boys after football
Sources:
mintel 2005
Pruhealth 2007
Why do they swim? : Why do they swim? Source: HAFOS 2004
Why don’t they swim more often? : Why don’t they swim more often? Source: HAFOS 2004
Zoggs Strategy : Zoggs Strategy To get more women into the water we have focused our efforts on:
Designing products that fit women
Making swimming more fun and effective
Creating reasons to swim
Products fit for Women : Products fit for Women Goggles:
Women’s faces are narrower we have introduced 3 female specific goggles
Equipment:
Women have smaller hands we have introduced a smaller size of hand paddles
Because they have longer hair we have introduced a easy fit cap that will cope with really long hair
Slide8 : Swimwear:
Because women’s breasts are getting bigger we have introduced the first non wire cup sized performance swimwear range. Developed in partnership with Bravissimo
Making Swimming fun and effective : Making Swimming fun and effective In 2004 we created Swim4Fitness
We wanted to give swimmers the tools to make their sessions more enjoyable and rewarding
Free Online program which offers over 160 sessions written by professional swim expert over 5 key areas:
Calm and stretch
Tone and shape up
Fitness
Performance
Triathlon
Web log to track your progress
Bi Monthly newsletter with tips and special programs such as new year, new you and bikini special
Website packed full of information and techniques
Swim4Fitness™ results : Swim4Fitness™ results Membership of 50,000
68% Female, 32% Male
Motivation for swimming:
39% weight loss
37% fitness
12% muscle tone
2% relaxation
10% other
Swim4Fitness feedback : Swim4Fitness feedback We regularly ask our members for feedback and women are always more keen to respond
“The swim4Fitness site has got me in the pool more often and for longer. It’s helped me set and achieve my swimming goals… it’s been as great motivator” Sam Scott
“Not complicated and geared toward every level so does not put someone like me off who only swims for fun” “ I love the log book as swimming is so easily overlooked as everyone in the gym has a training card with tem all the time so why not us swimmers!” Louise Burkinshaw
“I feel inspired to start getting fit” Sharon Belvin
Creating reasons to swim : Creating reasons to swim Events is the best way to motivate people to get into the water
Working with the British Heart foundation open water sea swims:
Brighton and Bournemouth
Triathlon is perfect for this because:
'lifestyle' sport it exudes vitality and charisma
52% of competitors are women
Fastest growing sport in the world +15% year on year
Sponsor Human Race triathlon and London triathlon swim zone
8 events on total Source: World Cup organising committee
Zoggs Open Water Swim : Zoggs Open Water Swim The Zoggs Open Water Swim took place in May 2007 at Dorney Lake.
The main objective of the swim was to encourage first timers to give triathlon a go!
The swim allowed swimmers to have a go at the sometimes daunting prospect of the swim start and swimming in open water.
212 participants took part, 67% of these were female.
Zoggs Open Water Swim : Zoggs Open Water Swim
Key Learning : Key Learning Don’t patronise
Do your research
If you don’t have the expertise find the expert and work with them. Bravissimo partnership has helped us reach a part of the market where we had little brand awareness
Women are much better at feedback than men, when we send surveys we always get 80/20 mix
Evolution - not revolution. Keep focused on your core truth and value, growing a new sector does not mean throwing what you have and re writing the book.
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