Speedo is an iconic brand, world renown for competitive excellence. Although Speedo is most

successful within the field of professional and high fitness swimming the brand also produce an

extensive variety of other water related products from scuba gear, beachwear and beach-balls to

shapewear and mp3’s. Despite its wide product portfolio Speedo currently has less than a 1%

share of the beach and leisure swimwear markets. Consumer research indicated that Speedo is

so synonymous with professional swimming that this sports focus is alienating consumers who

may be interested in its other products.

If Speedo is to expand and grow as a brand then it needs to appeal to a broader range of

consumers and raise its share of the beach and leisure markets whilst continuing to retain its

prominence within competitive swimming.

In order to achieve an increase in market share, a consumer centric segmentation strategy has

been developed for Speedo that should form the basis of all umbrella communications and will

focus on how consumers emotionally relate to water, swimming and swimwear.

The Speedo brand should be segmented into three clear categories designed to allow for

immediate consumer recognition and to clarify and differentiate the products Speedo offer. The

segmentation strategy will allow Speedo to re-position itself in the mind of the consumer; moving

away from a solely sports focus to a consumer centric brand with a passion for water that caters

for all swimwear needs. These categories will underpin all communications and they express

how Speedo fulfils a number of swimwear needs: Pursue your Drive with Speedo, Let your Body

Unwind with Speedo and Go on Let Go with Speedo.

In line with the segmentation strategy, Speedo should also adopt the use of multiple logos; one

for each of the consumer segments outlined. The current Speedo logo has been retained for the

‘Drive’ segment as it synonymises professional swimming, however two other logo’s have been

developed for use within the ‘Unwind ‘ and ‘Let Go’ categories.

In addition to logo development, the umbrella segmentation should also be expressed through

two key channels; in store and online. The lay out and format of both Speedo’s website and in-

store environment should be altered to reflect the proposed strategy.

For example the Speedo homepage will act as a ‘portal’ that allows users to be delivered to an

individual website specifically tailored to each consumer segment. As with the segmentation

strategy as a whole, the portal format has been designed to directly appeal to particular

consumer segments and avoid alienating any consumers.

In addition to the overall segmentation strategy, a number of marketing initiatives have also been

developed specific to each segment with a particular focus on beach, leisure and well-being.

Initiatives for the Let Go category are all geared around the concept of ‘getting back to the

beach’; combining cutting edge communications with Speedo heritage and retro styling. Such

initiatives include affinity marketing with youth holiday operator Club 18 – 30, design

collaboration with Cath Kidston, embarking on experiential marketing and finally extending the

product distribution with this segment.

The Unwind category also has a number of segment specific marketing initiatives which are

focused on combining consumer engagement with a thorough understanding of the categories

swimwear needs. These initiatives include new product development, consumer engagement

through services and blogs, as well as extended distribution in response to consumer preference.

Although Speedo is very successful within the field of high fitness and competitive swimming, the

brand could do more to actively engage with these consumers. Therefore a number of marketing

initiatives have been developed to provide such consumers with an engaging and rewarding

brand experience.

The umbrella strategy outlined, along with segment specific initiatives, has been carefully

considered and developed to enable Speedo to further penetrate the well-being and beachwear

markets, as well as retaining its popularity and impressive reputation within competitive

swimming.

By embracing the segmentation strategy devised, and continuing to do so in the future, Speedo

should be able to create a brand image that befits its true values, heritage and product offering.