Inter-Leisure’s girl’s line is dedicated to active living and the extreme sports lifestyle. The line is created with the young girl in mind. InterWomen prides itself on their connection to the female customer, fashionable and functional. The clothes range from basic surf wear for sport and style to inspired, forward sportswear. The InterWomen girl is involved in outdoor sports and demands a girly fit and functional wear. The targeted market would be directed towards the growing female teen market 13-18, the young woman market 19-24, and perhaps the 25-40 female adult market.
KellyLeisure: Inter-Leisure’s men’s surf line. KellyLeisure under the guidance of sponsored surfer, six time world champion Kelly Slater, focuses on the male surfer and his needs, fashionable yet functional. Like InterMen the targeted market would be aimed at the growing male teen market, the young adult market and perhaps the 25-40 male adult market. The line is created with the new age male surfer in mind. He is an active water sports person. KellyLeisure is committed to supporting the lifestyle that is so integral to the brand’s success.
LisaLeisure: Inter-Leisure’s girl’s surf line. LisaLeisure under the guidance of sponsored surfer, four time world champion Lisa Andersen, focuses on the female surfer and her needs, fashionable yet functional. Like InterWomen the targeted market would be aimed at the growing female teen market 13-18, the young adult market 19-24 and perhaps the 25-40 female adult market. The line is created with the new age female surfer in mind. She is an active water sports person. LisaLeisure is committed to supporting the lifestyle that is so integral to the brand’s success.
Entity’s Objectives – All these sub-entities are committed to the three F’s in their target markets. Those being Fabric, Fun and Functionality. Market Aggregation – The focus is on creating innovative, progressive, functional and durable products to enrich the lifestyles of everyone involved, therefore the targeted markets must be people who enjoy their lifestyle and are willing to embrace it. All these targeted markets have a stable and steady wealth, Inter-Leisure caters for the middle-class and above in relation to wealth.
The members of all targeted markets may also reside near beaches, lakes or rivers, as that close living quarters would spark an interest in surfing. However this is purely speculation as people who do not live on or close to the coastline can still have interest in surfing. In terms of ethnicity, most targeted markets are likely to be of an Anglo-Saxon origin; though Inter-Leisure pursues the belief its products are available and targeted to all races. In relation to products such as wetsuits and surfing related accessories, the targeted market would be one of medium-heavy users of surfing. The psychographic characteristics of all targeted markets must be one of an active outdoor lifestyle; therefore Inter-Leisure has a strong dedication to making the bests active outdoor lifestyle products.
Developing Marketing Strategies Featured Product Below are the major products from each brand (InterMen, InterWomen, KellyLeisure and LisaLeisure). These products are estimated to be most profitable products of each entity and the most exclusively advertised. InterMen – Tangibles: ‘Harbour View’ Shirt’; Cantaloupe, Light Blue, Oyster Blue colours ‘Tiki Cove Shorts’; Charcoal, Khaki, Sand colours Intangibles: The image of the product is seen to have a reputation of an item of clothing linked to simple, ‘surfy’, Australian men or teenagers. InterMen is seen to be a brand available and affordable to middle-class and above families. Strategies: Extension strategies to these products to rejuvenate them if in need. This could be done in adding new variations or designs to the shirt and shorts, whether it be a new design, an extra pocket, new colour, etc.
InterWomen – Tangibles: ‘Ava Tank’; red, blue, pink colours Intangibles: These products have an image of a simple, surfer girl character. The products are seen to be wholesome, innocent and respectable clothing. InterWomen have a clean, respectable image of providing girls and young women with summer clothes at reasonable price. Strategies: Extension strategies to these products to rejuvenate them if in need. This could be done in adding new variations or designs to the top and pants, whether it be a new design, a pocket, new colour, etc.
KellyLeisure – Tangibles: ‘SlickSkin’; night blue, ocean, navy, white and black colours ; designed to be the most flexible, warmest and most technical wetsuits on the market. The lightest and most flexible neoprene available and it uses the latest in super-stretch jersey to allow the wearer more movement. Reduces wind chill factor and more durable than traditional mesh. Intangibles: KellyLeisure is the leader in wetsuit technology.
This reputation is formidable as the company has been approached by the US marines to develop some wetsuits for their purposes. Strategies: Extension strategies to these products to rejuvenate them if in need. This could be done in adding new variations, technology, or designs to the wetsuits, whether it be a new design, a pocket, new colour, stronger mesh, thicker internal lining, LisaLeisure Tangibles: long sleeve mesh ‘hyper stretch’ technology; cell technology; vapour stretch chest/back and shoulders; GBS (glued and blind stitched); LFS (liquid flex seal seam sealing) Intangibles: LisaLeisure is the leader in female wetsuit technology.
It focuses on an image of ‘innovation by subtraction.’ Its products can be seen as mainly affordable to middle class and above families. Strategies: Extension strategies to these products to rejuvenate them if in need. This could be done in adding new variations, technology, or designs to the wetsuits, whether it be a new design, a pocket, new colour, stronger mesh, thicker internal lining. Packaging in unlikely to play a significant factor, as clothes are rarely packaged. Although some accessories may be packaged, its packaging designs should be safe, firm and appealing, whether it be in blister packs, cartons or glass.
Price All entities or brands within Inter-Leisure Pty Ltd can employ numerous pricing strategies. With a changed image and the creation of four new brands within the company, Inter-Leisure will have to employ penetration pricing strategies to gain market share. Low prices may have to be set to get immediate sales. InterMen and InterWomen will sets prices lower comparatively and competitively to its competitors. InterMen will sell its shirts, and shorts at around $65 and $30 rather than competitor’s preferred price around the $75 and $35 mark. InterWomen will sell its tops and pants around $25 and $30 rather than competitor’s $30 and $36 mark.
These penetration pricing tactics can help gain a foothold into the market share, which co-incides with the company’s situation analysis. KellyLeisure and LisaLeisure will employ market skimming pricing to gather as much profit as possible until entry of competitors forces prices to be brought down to competitive market prices. Both surf brands are high quality manufacturers of wetsuits and other surfing accessories. Mens wetsuits will be set around $250 with women’s wetsuits set around $200. Throughout all brand pricing schemes such as ‘meet-the-competition’ pricing and ‘psychological’ pricing will be implemented pending on the situation of certain products. All pricing is likely to fluctuate or vary pending on the financial and sales positions of each brand or the entire company.
Promotion Advertising and major events will be the main methods implored to inform the marketplace and consumer about our brands, the quality of our brands, the quality of individual products and where products can be purchased. Media advertising will play a major role. The use of billboards, television commercials, posters and perhaps radio announcements will be major components. Promotional events that create influence over potential customer’s perspective of the brands are important. Establishment of the KellyLeisure Pro or the LisaLeisure Classic as surfing competition creates public awareness and acknowledgment of the brand names.
These competitions could attract international competitors that could aid in an international expansion of the brand names. These pioneering events could firmly establish Inter-Leisure as the authentic leader in the action sports market. The events created by Inter-Leisure may prove to be one of the company’s most compelling legacies. The choice of location, selection of invitees, method of judging, the style, look and promotion are all variables that are fine tuned in the making of an Inter-Leisure event.
Perhaps an extreme sports, surfing television show sponsored by an Inter-Leisure brand could be an option further into the future if the company’s financial position is strong. Another unique Inter-Leisure involvement is a series of innovative concept stores and shops, which could greatly improve both, brand recognition and distribution standards. These stores could employ sales promotions to generate interest from consumers. Trend setting in both their concept and execution, they are definitive presentations of the Inter-Leisure ethic.
Place Brand within Inter-Leisure Pty Ltd will undergo exclusive distribution. Products will only be available at select outlets, these being retail and concept stores. Another unique Inter-Leisure involvement is a series of innovative concept stores and shops, which may greatly improve both, brand recognition and distribution standards. In-store shop and specialist stores reflecting each individual brand, InterMensvilles and InterWomenvilles, could become key retail models.
Inter-Leisure does not sell products directly to consumers through its website(s). The company has linked up with various retailers to purchase products online. Product distribution is to be done between Inter-Leisure factories and storage outlets to the distributed stores. Channels of product distribution include retail/clothing stores, for example, clothing stores, surf ware stores, surf accessories stores, authorized Inter-Leisure dealers and Inter-Leisure concept stores.
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