Swimspot.

com Brand Strategy

RAJ Manufacturing, LLC

Concordia University, Irvine

May, 2010

Candice Brown
Aaron Castaneda
Kipley Pereles
Andrea Pridham
 Contents

Executive Summary.............................................................................................................3
Situation Analysis................................................................................................................4
Target Market Analysis........................................................................................................7
Marketing Objectives.........................................................................................................10
Marketing Strategies..........................................................................................................10
Implementation Plan..........................................................................................................21
Because the swimsuit season is already ramping up for this year, the implementation
timeline for many of these marketing programs is relatively short. Some may be
implemented as a small-scale test this year and ramp up to a full-blown campaign next
season. It is recommended that each program have a project lead to manage the
implementation. The following timeline outlines the implementation schedule: ............21
...........................................................................................................................................21
Financial Projections..........................................................................................................22
............................................................................................................................................22
............................................................................................................................................23
............................................................................................................................................24
Appendix............................................................................................................................25
Brand Model
A) Creative Brief
B) Press Release
C) Survey Results
D) Travel Industry Statistics

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 Executive Summary
As a new venture, Swimspot is presented with a challenge to develop the right blend of
operational and strategic imperatives to successfully enter the online swimwear market.
These strategic imperatives serve as a framework for identifying strategies that will allow
Swimspot to capitalize on market opportunities and increase its website traffic and
conversion rate. The purpose of this document is to recommend a marketing approach
that includes the right blend of market development activities to successfully secure
market traction and win customers. These recommended activities include partnership
programs, advertising, call to action incentives and website enhancements. It includes the
best combination of strategies and tactics to enable Swimspot to grow with minimum
investment generating maximum impact and results as possible.

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 Situation Analysis

Organizational Background

Founded in 1967 by Raj & Marta Bhathal, RAJ Manufacturing is swimwear’s leading
house of fashion in Orange County. RAJ Manufacturing is also one of the only vertically
integrated manufacturers of premium women’s swimwear in the US. Headquartered in
Tustin, California, RAJ employs a staff of 400 at its 130,000 square foot facility, which
houses design, production, distribution and warehousing operations. One of the main
competitive advantages RAJ has is its tight inventory control and short lead times. By
producing locally, RAJ has lead times of between 10-60 days versus 4 months if suits
were being manufactured in China. RAJ Manufacturing continues to be family owned
and operated and is now run by siblings and co-Presidents Alex Bhathal and Lisa Vogel.

Products

RAJ Manufacturing creates swimsuits for a number of different brands which are either
under license or directly owned by RAJ Manufacturing. Products are classified into three
separate brand tiers: luxury, contemporary missy, and young contemporary. The luxury
brands include swimsuit products from Luxe by Lisa Vogel, Ella Moss Isla, St. John, and
Splendid. The contemporary missy brands include Athena Pick Your Fit, Tommy
Hilfiger, and Next by Athena. The young contemporary brands include Guess, Reef, and
Hurley. RAJ Manufacturing, through each of their divisions, has entry into virtually all
high-end segments of the swimwear market.

Financial and Non-Financial Results

RAJ Manufacturing by all accounts is a stable, growing company. In 2008 RAJ

expanded its facility in Tustin to accommodate new business and sales growth. In
addition, RAJ introduced a new line of swimwear in 2008, Luxe by Lisa Vogel.
Historically, RAJ Manufacturing has consistently delivered excellent results. Over each

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of the last 3 years RAJ has grown an average of 29.2% and has projected sales growth of
15-10% over the next three years.

Channels

RAJ Manufacturing is a vertically integrated swimsuit manufacturer. They are involved

in every step of the process from design, to pattern making, to cutting and sewing, to
distribution. This business model has been very successful for RAJ, and led them to the
decision to launch their online direct to consumer website, www.swimspot.com. Their
goal for this website is to capture a portion of the retail income. RAJ currently
distributes to major department stores, specialty retailers, swimwear boutiques,
international distributors, catalogs, and online retailers.
Retailers include high-end department stores such as Neiman Marcus and
Bloomingdale’s, mid-range department stores such as Macy’s, as well as swim specialty
stores and resorts like Diane’s Beachwear, Tommy Hilfiger, Guess, and the Four Seasons
Resorts. Swimsuits are also distributed globally to locations in the United States,
Canada, Mexico, South America, Europe, Asia, Australia, South Africa, and Dubai.
Swimspot.com will add their own online distribution site to the current mix. This
channel has the potential to expand their market reach and sales dramatically.

SWOT Analysis

Strengths
One of the most significant strengths of RAJ Manufacturing is their vertical integration.
This business model allows them to manufacture and deliver goods more quickly than
most competitors and also to understand and control every step of the manufacturing
process, enabling them to consistently create high quality suits. Producing swimsuits for
very well known name brands insures competitiveness and increased demand for their
product. Using the momentum they have built up with their design and manufacturing
business, RAJ is launching an innovative online retail site for their products. Their
current marketing strategy for this site is to build a strong social media presence, which
has been well implemented with their blog, Twitter, and Facebook pages.

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Weaknesses
Because RAJ is new as an e-tailor, sufficient brand equity and recognition has not yet
been established for swimspot.com. Utilizing technology such as Facebook and twitter is
a step in the right direction. These activities allow fans and followers to get to know the
company and share it with friends. Innovative use of technology will be the key to
boosting RAJ’s image with their target market. Other threats are the limited price
discounting options because RAJ cannot compete with its core customers. In addition,
there are some website navigation improvements that could be implemented.
Threats
The main threat that RAJ faces is how to market their website without undercutting or
cannibalizing sales from their retail clients. They view the website as a source of
additional income, but they do not want to loose any of their retail clients because of it.
For this reason they have decided not to utilize a marketing campaign that would be in
direct competition against their retailers. This will create more challenges for RAJ and
Swimspot. In addition, the internet marketplace is extremely crowded. Current e-
commerce competitors with strong brand presence as well as any new sites, particularly
discount sites, entering the space are threats to Swimspot.
Opportunities
RAJ and Swimspot have a number of opportunities to increase their brand exposure, site
traffic, and conversion rate. Improvements to the Swimsport site will help make it easier
to convert consumers and get return business. The marketing opportunities are centered
around building partnerships with other successful businesses, engaging consumers, and
providing additional purchase incentives.

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 Strengths Weaknesses
• Vertical Integration • New e-tailor – no brand equity for
swimspot.com
• Brand partnerships
• Limited pricing options
• Financial stability
• Website Navigation
• Quality

Opportunities Threats

• Partnerships • Competing with RAJ customers

• Advertising • Undercutting price / cannibalization
• Call to Action Incentives • Crowded internet marketplace
• Site Enhancements • Discount sites – Groupon, Ideeli, etc.

Critical Issues

There are several critical issues facing RAJ Manufacturing as it expands vertical
integration to include online retail. Price integrity to insure it does not undercut its
customers is essential. As such, offering discounted swimwear prices online is not
feasible. Further, to avoid overtly competing with its customers, RAJ has branded its
online retail storefront “swimspot.com”, which is not directly associated with RAJ. RAJ
currently seeks to increase web traffic and conversion rates on swimspot.com, targeting
key selling months of May and June.

Target Market Analysis

Demographics

With its 11 different swimwear lines, Raj Manufacturing has the ability to cover a wide
demographic of female clients. Each line targets a specific age group, together covering
a core age range of 18-55. With the young contemporary Hurley brand, the target is the
19 year old who is inspired by creativity and interested in the nomadic lifestyles of the
music and surf culture. With contemporary missy and luxury brands such as Luxe by

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Lisa Vogel, Raj can just as easily provide product for the 29-49 year old woman who is
well traveled, fashion aware, sophisticated, refined, and health conscious. They have the
brands to appeal to women ranging from Gen Y to the sophisticated country club woman
and anything in between. The swimspot.com demographic Raj wishes to target are
females ages 21-35 with an income of $70,000 or more.
Brand Age Keywords
Luxury
Luxe by Lisa Vogel 29-49 modern, chic, eclectic
Ella Moss Isla 18-39 contemporary, stylish
St. John 35-55 sophisticated, sensible
Splendid 18-39 clean, simple, fresh

ContempraryMissy
Athena 30+ suburban, flattering
Tommy Hilfiger 25-45 down to earth, confident
Next by Athena 25-45 active, sporty

YoungContemporary
Guess 18-28 sexy, fashion forward
Reef 16-24 surf, exotic, flirty
Hurley 19 beach culture

Psychographics

In order to determine how to drive more traffic to the site and increase the overall
conversation rate, a series of survey questions were compiled and distributed to over 300
random women of differing ages and financial status. The survey was conducted to flush
out consumer behavior by determining who is purchasing swimsuits online, how many,
for what reason and the perception of the overall experience.
The demographics of those surveyed fit well with RAJ’s defined target market for
swimspot.com. The majority of women were a median age of 28, single, with a
household income of $50,999-$75,000. 55% of the respondents had purchased a
swimsuit online and 47% said they would do so again. 35% of the women said they
would not purchase online because of fit issues. Overall, fit was the main concern when
buying swimwear (48%).

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It was determined that 54% of consumers purchase 2-3 swimsuits per year and 67%
purchase 2 or more. Swimsuits are purchased for various activities, with tanning and
swimming being the most popular.

Factors that would influence driving traffic to the website were varied, however selection
was at the top of the list.

In terms of influencing conversion rate, respondents clearly rated price as the #1 factor
influencing a purchasing decision.

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Regarding the site itself, features that were of particular interest to respondents were
interactive sizing tools and the build your own swimsuit feature. The full results of the
survey are available in the appendix.

Marketing Objectives
The marketing objectives are as follows:
1. Drive traffic to swimspot.com
2. Increase conversion rate
3. Build awareness and brand equity
4. Avoid undercutting or aggressively competing with RAJ customers
5. Perform against target budget of $200,000

Marketing Strategies
To achieve brand awareness, increase site traffic and increase the conversion rate to
swimpspot.com, a multi-level approach focusing on several key areas is recommended:
• Partnerships
• Advertising
• Call to Action Incentives
• Site Enhancements

Partnerships

A great way to build excitement, brand awareness, and a loyal customer base is to partner
with other successful companies.
Affiliate Program
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One way to make it easy to partner is to create an affiliate marketing program. The
Affiliate Partner program consists of establishing relationships with target partners and
creating joint promotional activities and website affiliate links. There are numerous
examples of successful affiliate programs, including Amazon.com and Sephora.com.

Source: (http://en.wikipedia.org/wiki/Affiliate_marketing)

The swimspot.com Affiliate Partner Program offers a simple and convenient way to bring
swimwear fashion to partner websites, giving each affiliate partner the ability to offer its
customers access to a large and diverse selection of leading swimwear brands. Swimspot
partners earn a 6-8% commission on every product sold through their affiliate links.
Commission payments begin upon reaching $1,200 in minimum monthly sales.

Tiered Commission Structure

Commission Sales Revenue
6% $1,200
7% $6,000
8% $9,000

Each partner will be assigned a promotional code in the form of a coupon. The
prospective customer will enter into Swimspot and upon checkout enter their promotional
code, or click the link from the affiliate’s website and automatically activate the promo
code.
Swimspot will provide a complete marketing kit, including all the sales tools, marketing
materials, and promotional items. There is no cost to join the program or monthly
membership fee. All order transactions are managed by swimspot.com.

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Target partners of the affiliate program are:
• Tanning Salons
• Spas, International Spa Association, Live Spa Magazine
• Hotels / Resorts
• Hotel booking services (such as Travelocity)
• Yacht Clubs, Regatta Central
Promotional activities for each of the partners would include display advertisements,
website affiliate linking and cross promotional events.
Display advertisements would vary depending upon the type of establishment, from a
small acrylic frame to an easel board with a tear-off pad to flyers.

The cost to Swimspot to produce 2500, 8.5 x 5.5 double sided, glossy flyers would be
$350. Easel stands with tear pad are $12.50 for 5, and acrylics with inserts are $2.30 per
piece. Additional cost savings would be available with higher volume printing.
Affiliate Website Linking
Brand awareness and site traffic could be increased by leveraging the existing traffic of a
prospective partner’s website and directing customers to swimspot.com. Swimspot will
be able to gain access to its target audience and promote its products through banner
advertisements or link with the Swimspot logo.
In the case of a tanning salon, each salon would be encouraged to participate in
Swimspot.com’s affiliate program as described above. As each prospective customer is
redirected to Swimspot.com, the website has the capability to capture the information of
each new customer and record the transaction, thereby giving each affiliate credit for the
sale. Tanning salons are ideal partners for Swimspot and are suited for display ads and
flyers.
• 10% of the US population visits tanning facilities

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 • Total Number of Professional Indoor Tanning Facility Businesses: 25,000

• The average Salon has 11 tanning beds and an average customer database of 2,200.

• Total Professional Indoor Tanning Facility Customer Base: 30 million

• Total Number of Professional Tanning Business Employees: 160,000

• Total Economic Impact of Professional Indoor Tanning Facilities: $5 billion

Sources: (http://www.theita.com/, http://www.tanningsalonbusinessplan.com/)

In addition to the affiliate linkages, a promo could be built with tanning salons that would
include a small display space for swimspot bikinis in the salon and a free tan for each
swimsuit purchased through the affiliate program.

Events
Cross-promotional events could be actively pursued by swimspot.com on an ongoing
basis. Each affiliate partner would be approached for co-marketing sponsorship
opportunities for local promotional events thereby reducing the costs to both the affiliate
and Swimspot. These events will be hosted in February and March, prior to the peak
season to target the spring break and fashion early adopters.
Local events such as surf contests, festivals, fashion shows, and concerts will help with
brand awareness and create buzz. Using a cost-effective web tool to broadcast a live
show, users will have access to immediate promotional opportunities during the show.
The show would be posted on the swimspot.com home page as an additional feature to
capture more interest. A viral marketing approach could be adopted where the video
could be pasted on the YouTube, Facebook, Twitter and other social media websites to
attract more traffic to swimspot.com.
Other partner promotions could be negotiated as well. An example of a partnership
promo Swimspot might consider is the Glen Ivy Spa & Ayres Hotels promotion currently
on the Ayres & Glen Ivy websites. Swimspot could potentially negotiate participation in
time for this year’s season. Ayers Hotels are a growing high-end chain and are family

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owned, much like RAJ. In addition, the owner is an avid yachtsman, potentially
providing inroads to other marketing partnerships and promotions.

Advertising

Beyond partnership promotions, there are a number of advertising opportunities for

Swimspot. It is important for Swimspot to continue building brand awareness and bring
more traffic to the website. There are a few targeted advertising opportunities which
might be ideal for reaching the right audience which is aligned with Swimspot’s target
demographic. There are three areas that may be most ideal for Swimspot advertising.
Travel sites and airports reach a broad audience with disposable income who may be
vacationing and in need of a new swimsuit. Arenas provide a large audience that is
actively going to concerts or sporting events.
Travel Sites
Swimspot could do targeted advertising on travel sites at the time of booking or in a
confirmation e-mail. Travelocity, for example, has 50,000 hits per day. This again
dovetails with the partnership opportunities, or could be pursued independently as pure
advertising. Airlines as well as other travel sites are increasingly trying to provide a one-
stop-shop, including car rentals and hotel reservations for example, to attract visitors.
The strategy seems to be working, as travel industry site visits are up.

(source: http://econsultancy.com/blog/5350-compete-traffic-is-up-at-for-travel-sites-online-but-it-s-not-quite-a-comeback-2)

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The top travel industry websites are as follows:

(source: http://www.hitwise.com/us/datacenter/main/dashboard-10133.html

Swimspot should target those that offer booking services such as Expedia, Southwest
Airlines, Priceline, etc. A more detailed list of travel site web statistics may be found in
the Appendix. Cost of advertising varies, but ranges from $15 to $65 CPM and depends
upon the type of advertising, such as banner ads or e-mail ads. Haiwaiian Airlines is
another great example of a potential partner not only for advertising, but to build a whole
promotional campaign with.
Airports
Placing advertisements in airports is another recommended avenue for Swimspot to
explore. A recent study done by Arbitron (a media and marketing research firm) showed
a number of significant findings:
• Ninety-two million Americans have taken at least one round-trip airline
flight in the past 12 months (39%). 21% of Americans, or 50 million people,
have flown within the past 3 months, and 11%, or 26 million people, have used air
travel in the past month.
• Airline Travelers are 80% more likely to have an annual household income
of $100,000 or more. 18% of airline travelers have an annual household income
of $100,000 or more, compared with only 10% of average Americans. 51% of
airline travelers have a household income of $50,000 or more per year.
• Airline Travelers are sophisticated shoppers. Airline Travelers are more
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 likely to have a propensity for designer clothes, luxury cars and cutting-edge
personal digital devices. They also shop more often online and spend more when
they do shop.
• Airline travel remains remarkably consistent throughout the year. The
number of people using airline travel does not vary significantly from month to
month or season to season. The monthly average remains steady at around 26
million Americans, and the three-month average hovers around 50 million.
• 46% of Airline Travelers are spending more time at the airport. 51% spend
30 minutes or more at the airport before going through security, and 68% spend
an additional 30 minutes or more in the terminal waiting to board their flight.
• During longer airport waiting periods Airline Travelers take the time to
read advertisements. 72% of Airline Travelers who recall noticing airport
advertising displays say they take the time to read them. 82% of Frequent Flyers
say they take the time to read airport advertising displays.
• Airport advertising that runs for three months delivers double the reach of
a one-month campaign.
Source: (http://www.arbitron.com/downloads/Arbitron_Airport_Study.pdf)
Airport advertising runs in 4-week increments and varies in cost, depending upon traffic
and ad location. Cost for the Orange County Airport is $2,000 per month. A listing of
airports and consumer traffic can be found in the appendix.

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Arenas
Arenas present another excellent advertising opportunity for Swimspot. Just in Southern
California, there are a number of major arenas which cover a wide demographic.

(source: Anaheim Convention Center)

• 10.9 million people within a 30 mile radius

• 20.6 million people within a 90 mile radius
• So Cal represents 58% of California’s total population
A few different options exist for arena advertising, such as the LED banner around the
arena, print ads in the programs, and ticket stub ads. Ad costs at the Honda Center, for
example, would be $120,000 annually for the LED banner at every single event, $5,000
for a program print ad, and $10,000 for ticket stub ads. The best option for Swimspot
would likely be targeted ticket stub ads for events with the demographic profile matching
that of Swimspot’s target consumers.

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 Call to Action Incentives

Refer a Friend Program

Upon completing a purchase, a customer opts in to send an email to friends announcing
that they have just made a purchase at swimspot.com. In turn, the email will include a
10% off coupon that the customer’s friends may use towards a new purchase of $100 or
more. For every new friend that buys a product, the customer receives a $20 “bikini
bucks” credit toward their next purchase. The Bikini Bucks are redeemable online as a
cash discount.
Give Away Items
To further motivate consumers to convert to purchasing a swimsuit, Swimspot could
offer some give-away items. Inexpensive items such as a sarong, cinch bag, or flip flops
are a nice perk for customers and increase their perceived value without discounting the
list price of the swimsuits.

Costs for the away items are estimated at $2.00 per piece for the sarong, $1.50 for the
cinch bag, and $2.00 for the flip flops. If RAJ were to manufacture the items in-house,
costs could likely be further reduced.

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 Website Enhancements

In order to increase site traffic and conversion rates as well as page views, there are a
number of enhancements recommended to the Swimspot website. Navigation and ease of
selection are extremely important, as are key features indicated by consumers. The
suggested website enhancements are as follows:
• Bikini Builder Enhancements
o Additional selections
o Model Selection Feature
• Interactive Bikini Sizing Tool
o Suggestions based on body type & measurements
• Navigation Improvements
o By Style
o By Color
o By Price
o By Feature (reversible)

Bikini Builder Enhancements

Survey responses indicated that the top two features consumers would like to see when
purchasing a swimsuit online are the Bikini Builder option and an Interactive Sizing
Tool. Swimspot.com already incorporates a Bikini Builder tool, however, there are a
few recommendations that could be implemented to increase the site’s conversion rate.
Enhanced selection criteria, broader selection, and a variety of models will improve the
customer’s interaction with this tool.
The pieces that are available in the Bikini Builder tool are limited at this time. This tool
would be greatly enhanced if all of the suits available on swimspot.com were available
for selection. An increase in selection would allow the customer to be more creative with
her style and could improve the customization experience for her.
This same survey also revealed that the main reservations customers have regarding
purchasing a swimsuit online is the fit of the suit. Some of these reservations could be
alleviated by providing the customer the option to select a model that has a similar body
type. The present setup of the Bikini Builder tool only shows one model for each brand.
It is commonly known that each suit piece will look different on women with different

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body shapes. Allowing the customer to select a model that has a similar shape to her may
elevate the level of confidence she has in the fit of the suit. Further, having models with
different hair color and skin tone will help the consumer to have a more personalized
Swimspot experience that is tailored to her.
Interactive Bikini Sizing Tool
Another option to consider for enhancing the site would be to develop an interactive
sizing tool. Currently, Swimspot has sizing charts for each brand. If the consumer could
input her own measurements, the site could then return the correct size for each suit the
customer has interest in. The site could also provide some style recommendations based
on the customer’s preferences (click history) and that work well with the customer’s body
type. Further, the site could have an alert at checkout if the customer has inadvertently
selected a size that does not work for her.
Site Navigation
Currently, a customer must select a brand name or navigate via the filters. While this
gives the consumer the ability to narrow choices, there may be other desired navigation
filters. For example, if the customer could select a bra style of halter or tankini and a
pant style of hipster or shorts, the tool could display all tops and bottoms of the specified
style regardless of the brand. Other selection criteria could be color, price, or special
features such as reversible. Combining the ability to refine the list of styles displayed in
the shop section as well as the Bikini Builder tool will not only enhance the customer’s
experience, but will help sell the bikinis based on features the customer prefers.
The costs related to these three enhancements include the modeling costs, photographer
costs, and programming costs. However, these are all enhancements to the existing
features of swimspot.com and not completely new development.
RAJ Manufacturing needs to take advantage of the opportunities created by new
technology. For example, if they were to build an iPhone application for the Swimspot
they could expand their technological presence. This application could provide the users
with up to date swimming and surfing news and events as well as the “Build Your
Bikini” tool which could be used to drive the consumer to the website.

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 Implementation Plan

Because the swimsuit season is already ramping up for this year, the implementation
timeline for many of these marketing programs is relatively short. Some may be
implemented as a small-scale test this year and ramp up to a full-blown campaign next
season. It is recommended that each program have a project lead to manage the
implementation. The following timeline outlines the implementation schedule:

Partnerships
Affiliate Program
Develop Affiliate program
Develop Marketing mate
Develop Target Partner
Implement web tacking
Market program to targe
Year 1 goal = 15 affiliate
Cross Promotional Events
21
Financial Projections
ROI Projections by Project

Partnerships
Affiliate Program
Startup costs per a
500 flyer
2 Easel S
1 Acrylic
Monthly Commissi
$1,200 =
22 $6,000 =
 $1,200
$6,000
$9,000
Projected Numbe
Proj. Mont
Project
Project
ROI (re
Cross Promotional
Example: Glen I
Marketing Coll
23
 Cash Outlay Year 1

Financials
Year 1 Cash Outlay
Partnerships
Affiliate Program Annual
Startup costs affiliates: $1,160
Cross Promotional Events (per event)
Marketing Collateral $2,000
Advertising
Travel sites Annual
$25 CPM / to budget $162,840
Airports (Example: Orange County)
3 month block 2 x per year $12,000
Arenas
Ticket Stub ads $10,000
Incentives
Refer a Friend Annual
Programming @$60/hr, 10 600
Give Away items
Initial Inventory Investment $1,800
Website Improvements
Navigation Improvements
Programming @$60/hr, 25 $1,200
Interactive Bikini Sizing Tool
Programming @$60/hr, 50 $3,000
Bikini Builder
Additional selections/filters (programming 15hrs) $900
Model Selection Feature
Photography $2,000
Models $2,500

Total $200,000

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 Appendix
Appendix A – Brand Model

Raj Manufacturing/Swimspot.com Brand Model

Current Brand Position:

"An online swimwear site built on 43 years of success"

Future Brand Objective:

“The Convenient Luxury Swimwear Supplier”

Conceptual Target:
“The Affluent and Up-To-The-Minute”
The women who frequent this site have the income to purchase seasonal luxury items.
They are comfortable and familiar with both the internet, and purchasing products via the
internet. They are heavy influencers in terms of their fashion style and sense.

Core Desire:
“Looking Good Does Not Have To Be Complicated”
There are over 10 major swim brands to choose from on the site. They can set their own
trends, using the selection and on-line tools to their advantage. Aside from selection, the
navigation of the site and turnaround time is both unproblematic and immediate. The
ultimate attribute the copious and up to the minute not only desire but rather expect.

Role of the Brand: “To Provide High Quality Products And Excellent Service”

Compelling Truth:
Swimspot.com offers luxury brands and service for the fashion forward modern woman
who desires convenience and a personal touch.

Selling Idea: “The perfect spot to suit your needs”

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 Appendix B – Creative Brief

Raj Manufacturing/Swimspot.com Creative Brief

Target:
Women, between ages 21-35, who frequently participate in sun or water related activities.
They believe in high quality products and are willing to pay for them. They are up to
date on the latest technologies and frequently use the internet to make purchases.

Ad Objectives:
Drive traffic and increase conversion rate on the website

Insight:
“A bathing suit is a very personal item. I want to look good, I want selection, and I want
it fast.”

Promise:
With Raj Manufacturing’s superior workmanship and unfailing shipping to add to the
immense selection of swimsuits, they deliver a sentiment of satisfaction.

Support:
-Vertical, Quick Response production system
-Excellence in customer service, quality, and design
-Broad selection of the most fashion forward brands

Tone:
-Personal
-Confident
-Influential

Assignment:
Use the swimspot website. Have customers submit creative testimonials. Stream
testimonials on social networks creating a web that leads back to swimspot.com.

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 Appendix C – Press Release

SwimSpot Unveils the Details of Its Affiliate Program Expected to

Bolster Revenues in 2010
Tustin, California – May 4th, 2010 – Tapping into the key channel and nebulous world of
internet traffic secured with a commission program will seal the deal for the swimsuit
retailer, backed by Raj Manufacturing. Swimspot serves as the company’s launch into
the direct to consumer online business. The goal for this website is to capture a portion
of the retail income by attracting key channel partners to expand the reach of its online
service to new vertical markets.
Swimspot intends to capitalize on the explosion of consumer presence online that has
fueled the growth of online retailers the last several years. The Affiliate Program
represents Swimspot’s commitment to expand its online retail sales capabilities. The
Affiliate Program rewards participants with economic incentives, co-marketing
opportunities and promotional activities.
Renatta Carlson has been operating a tanning salon for twelve years and has seen the
highs and lows of the trade. With the recent economic conditions, Ms. Carlson welcomes
cost-effective marketing models that provide the opportunity to expand the salon’s
customer base.
"Salons come and go," says Ms Carlson, “and those businesses that explore innovative
ways to adapt to present market conditions maintain a presence.”
Other affiliate partners such as Live Spa Magazine value the new website’s interactive
tools and enhancements. Swimspot has invested in a major overhaul of its website aimed
at improving the customer experience by adding new features that include an interactive
bikini sizing tool, mini-website catered to their partner’s audience, and an online
community with product reviews, product comparisons and more.
Founded in 1967 by Raj & Marta Bhathal, RAJ Manufacturing is swimwear’s leading
house of fashion in Orange County. RAJ Manufacturing is also one of the only vertically
integrated manufacturers of premium women’s swimwear in the US. Headquartered in
Tustin, California, RAJ employs a staff of 400 at its 130,000 square foot facility, which
houses design, production, distribution and warehousing operations. One of the main
competitive advantages RAJ has is its tight inventory control and short lead times. By
producing locally, RAJ has lead times of between 10-60 days versus 4 months if suits
were being manufactured in China.
Contact:
Alex Bhathal, CEO
www.SwimSpot.com
Ph: 714.838.3110
###

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Appendix D -Survey Summary

TOTAL SURVEYS 311

1. What are your main considerations when buying
swimwear?
Style 117 28%
Price 76 18%
Fit 204 48%
Brand 21 5%
Other 4 1%

2. How many swimsuits do you purchase annually?

1 90 33%
2-3 144 54%
4-5 28 10%
6 7 3%

3. How do you stay updated on the hottest styles?

Magazines 213 57%
Celebrity Watching 22 6%
Television 58 15%
Blogs 30 8%
Internet Sites 44 12%
Other 8 2%

4. What activities do you typically buy swimsuits for?

Surfing 23 5%
Tanning 172 37%
Parties 58 12%
Swimming 166 35%
Exercise 33 7%
Other (Leisure, Vacation, Laying Out ) 17 4%

5. Would you purchase a swimsuit online again? If no, why

not?
Yes 148 55%
No 120 45%

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5. Would you purchase a swimsuit online again? If no, why
not?
Yes, I would purchase a swim suit online again. 114 47%
No because of : Fit Issues 85 35%
Transaction/ Payment Problems 3 1%
Shipping Problems 9 4%
Poor Quality of Product 9 4%
Product didn't look like it did online 23 9%
I have never purchased a swimsuit online 0 0%

6. What would attract you to an online swimwear retail site?

Convenience 95 15%
Word of Mouth 98 16%
Promotions 79 13%
Selection 119 19%
Customization 64 10%
Return/Ship Policy 99 16%
Company Reputation 72 12%

7. Once on the website, what factors influence your decision to actually purchase
the swimsuit?
Price 206 40%
Return/Ship Policy 137 26%
Site Security 59 11%
Promotion Codes 45 9%
Ease of shopping cart 49 9%
Urgency-Only 1 left! 21 4%

8. Are there certain features you would like to see on swimwear websites?
Interactive Sizing Tools 157 35%
Suggestions 56 13%
Price Comparison Tool 62 14%
Build Your Own Swimsuit Tool 158 36%
Other 10 2%

9. How do you hear about new shopping sites?

Friends 203 43%
Blogs 63 13%
Radio/Television/Magazines 41 9%
Online Advertisements 101 22%
Website Review Forums 47 10%
Other Websites 12 3%

10. Please tell us a little about yourself.

Age: (Median Age) 28

29
 Married 78 33%
In a Relationship 51 22%
Divorced 4 2%
Single 100 43%
Widowed 2 1%

Household Income
0-$25,000 33 17%
$25,999-$50,000 19 10%
$50,999-$75,000 87 46%
$75,999-$100,000 19 10%
$100,000+ 32 17%

Appendix E – Travel industry statistics

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Source (http://www.iaateam.com/advertise/demographics.html)

Expedia, Inc. Demographics

Monthly Unique Visitors: 27,319,000
Women: 51%
Men: 49%
Children: 56%
% with HH Income above $75K: 49%
Taken Personal Domestic Trip in Past Year: 77%
% over 35 years of age: 61.63%
Married: 63%
Online Domestic Travel Spending (Past 6 mths)
Bought Airline Ticket: 43.0%
Made Hotel Reservation: 39.0%
Made Car Rental Purchase: 21.0%
Spent over $500 on Online Travel Products: 41.6%
Source: Media Metrix, 2006

31
Airport Traffic Statistics

State City Airport Traffic

AUS Coffs Harbour Coffs Harbour Regional Airport 330,000
NZ Wanganui Wanganui Airport 45,000
AUS Broome Broome Airport 300,000
AUS Dubbo Dubbo Airport 158,000
NZ Gisborne Gisborne Airport 122,000
NZ Invercargill Invercargill Airport 250,000
CARRIACOU Carriacou Laureston Airport
NZ New Plymouth New Plymouth Airport 270,000
AUS Newcastle Newcastle Airport 1,145,000
AUS Proserpine Whitsunday Coast Airport 240,000
Puerto Plata
Samana
Santo Domingo
NZ Tauranga Tauranga Airport 170,000
AUS Townsville Townsville Airport 1,485,000
ST. KITTS Basseterre Robert L. Bradshaw International Airport
BELIZE Belize City Philip S.W. Goldson International
BARBADOS Bridgetown Port Barbados Cruise Terminal
AUS Gladstone Gladstone Airport 160,000
NZ Hamilton Hamilton International Airport 450,000
JAMAICA Jamaica Norman Manley International Airport
BONAIRE Kralendijk Bonaire International Airport N.V.
AUS Mount Isa, Qld Mt Isa 163,000
BAHAMAS Nassau Lynden Pindling International Airport
AUS Queensland Mackay Airport 745,000
NZ Queenstown Queenstown Airport 700,000
AUS Rockhampton, Qld Rockhampton Airport 656,000
GRENADA St. Georges, Point Salines Intl Airport
ANTIGUA St. John's V C Bird International Airport
NZ Taupo Taupo Airport 66,000
AB Edmonton Edmonton International Airport
AK Anchorage Anchorage International Airport 5,235,928
Fairbanks Fairbanks International Airport 898,152
Juneau Juneau International Airport 807,650
Kenai Kenai Municipal Airport 189,440
AL Dothan Dothan Regional Airport 96,038
Huntsville Huntsville International Airport 1,214,410
Mobile Mobile Regional Airport 607,024
Montgomery Montgomery Regional Airport 362,462

32
AR Bentonville Northwest Arkansas Regional Airport 1,148,112
ARUBA Aruba Aeropuerto Internacional Reina Beatrix
AZ Bullhead City Laughlin Bullhead International Airport 218,732
Flagstaff Flagstaff Pulliam Airport 88,476
Tucson Tucson International Airport 4,357,496
Yuma Yuma International Airport
BC Abbotsford Abbotsford Airport
CA Bakersfield Kern County Air Terminal 328,800
Fresno Fresno Yosemite International Airport 1,272,064
Long Beach Long Beach Airport 2,830,560
Monterey Monterey Peninsula Airport 431,594
Oakland Oakland International Airport 14,288,254
Sacramento Sacramento International Airport 10,764,926
San Jose Norman Y. Mineta San Jose International Airport 10,510,514
CO Aspen Aspen/Pitkin County Airport 364,536
Colorado Springs Colorado Springs Airport 2,081,758
Durango Durango-La Plata County Airport 232,620
Gunnison Gunnison Crested-Butte Regional Airport 85,244
Montrose Montrose Regional Airport 185,164
Aeropuerto Costa
CR Rica Juan Santamaria Internacional
CT Windsor Locks Bradley International Airport 6,462,748
Curacao, Netherlands
CUR Antilles Hato International Airport
NZ Dunedin Dunedin Airport 542,000
FL Clearwater St.Petersburg-Clearwater Intl Airport 744,566
Daytona Beach Daytona Beach International Airport 680,656
Destin Destin Airport
Eglin Air Force Base Northwest Florida Regional Airport 763,984
Fort Myers Southwest Florida International Airport 7,973,856
Ft. Lauderdale Ft. Lauderdale-Hollywood Intl Airport 22,158,500
Gainesville Gainesville Regional Airport 284,136
Melbourne Melbourne International Airport 274,204
Naples Naples Municipal Airport 27,968
Panama City Panama City-Bay County International Airport 319,896
Pensacola Pensacola Gulf Coast Regional Airport 1,664,316
Sanford Orlando Sanford Domestic Airport
Sanford Orlando Sanford International Airport 1,971,194
Sarasota Sarasota Bradenton Intl Airport 1,564,994
Tallahasse Tallahassee Regional Airport 924,466
West Palm Beach Palm Beach International Airport 6,950,690
GA Albany Southwest Georgia Regional Airport 77,516
Augusta Augusta Regional Airport 309,116

33
 Savannah Savannah- Hilton Head International Airport 1,985,250
Valdosta Valdosta Regional Airport 70,188
GUAM Tamuning A.B. Won Pat International Airport 2,840,514
IA Cedar Rapids Eastern Iowa Airport 1,060,834
Des Moines Des Moines 1,926,462
Dubuque Dubuque Regional Airport 91,756
Waterloo Waterloo Airport 57,760
ID Idaho Falls Idaho Falls Regional Airport 333,006
Lewiston Lewiston-Nez Perce County Regional 139,452
IL Bloomington Central Illinois Regional Airport 525,960
Peoria General Wayne A Downing Peoria Int'l Airport 542,732
Champaign University of Illinois-Willard Airport 224,880
Springfield Abraham Lincoln Capital Airport 124,276
IN Indianapolis Indianapolis International Airport 8,194,796
South Bend South Bend Regional Airport 797,000
KS Wichita Wichita Mid-Continent Airport 1,538,248
KY Lexington Blue Grass Airport 1,041,520
Louisville Louisville International Airport 3,824,990
LA Alexandria Alexandria International Airport 291,522
New Orleans Louis Armstrong New Orleans International 7,540,492
Lafayette Lafayette Regional Airport 438,884
Monroe Monroe Regional Airport 218,022
Shreveport Shreveport Regional Airport 614,624
MA Hyannis Barnstable Municipal Airport 408,304
Winnipeg James Armstrong Richardson International
MB Winnipeg Airport
ME Bangor Bangor International Airport 693,376
Portland Portland International Jetport 1,639,990
MI Flint Bishop International Airport 1,065,242
Grand Rapids Gerald R. Ford International 1,985,078
Kalamazoo Kalamazoo/Battle Creek 377,984
Lansing Capital Region International Airport 513,126
MN Duluth Duluth International Airport 339,942
Rochester Rochester International Airport 320,904
MO Kansas City Kansas City International Airport 11,666,128
MS Columbus Golden Triangle Regional Airport 55,042
Gulfport Gulfport - Biloxi International Airport 924,832
Jackson Jackson-Evers International Airport 1,435,152
MT Butte Bert Mooney Airport 73,688
NB Dieppe Greater Moncton International Airport
NC Fayetteville Fayetteville Regional Airport 350,864
Greensboro Piedmont Triad International 2,178,872
New Bern Coastal Carolina Regional Airport 208,210

34
 Raleigh-Durham Raleigh-Durham International Airport 9,959,106
ND Bismarck Bismarck Municipal Airport 365,836
Fargo Hector International Airport 601,696
NE Lincoln Lincoln Airport 340,210
Omaha Omaha Eppley Airfield 4,325,908
NZ Nelson Nelson Regional Airport 850,000
NF St. Johns St. Johns International Airport
NH Manchester Manchester Boston Regional Airport 3,841,822
Portsmouth Pease International Tradeport 116,114
NM Albuquerque Albuquerque International Sunport 6,478,192
NOVA SCOTIA Enfield Halifax Robert L. Stanfield Int'l. Airport
NV Elko Elko Regional Airport 57,046
NY Albany Albany International Airport 2,847,508
Ithaca Tompkins Regional Airport 171,330
New Windsor Stewart International Airport 910,090
Syracuse Syracuse Hancock International Airport 2,358,226
White Plains Westchester County Airport 1,646,956
NZ Rotorua Rotorua Airport 310,000
OH Cleveland Cleveland-Hopkins International Airport 11,142,438
Columbus Port Columbus International 7,654,698
North Canton Akron-Canton Airport 1,383,206
Swanton Toledo Express Airport 339,358
Vandalia Dayton International Airport 2,825,516
OK Tulsa Tulsa International Airport 3,242,034
ON Mt. Hope John C. Munro International Airport
Ottawa Ottawa International Airport
PA Allentown Lehigh Valley International Airport 853,374
Avoca Wilkes-Barre Scranton Intl Airport 438,218
Erie Erie International Airport, Tom Ridge Field 284,730
Latrobe Arnold Palmer Regional Airport 35,186
Middletown Harrisburg International Airport 1,286,570
State College University Park Airport 288,320
PEI Charlottetown Charlottetown Airport
AUS Gold Coast Gold Coast Airport 3,900,000
AUS Hervey Bay Fraser Coast Airport 224,000
RI Warwick T. F. Green Airport 4,999,354
SC Florence Florence Regional Airport 92,904
Hilton Head Island Hilton Head Island Airport 169,580
West Columbia Columbia Metropolitan Airport 1,241,836
SD Rapid City Rapid City Regional Airport 475,384
SK Regina Regina Airport
Saskatoon John G. Diefenbaker Airport

35
SM Saint Maarten Princess Juliana International Airport
JAMACIA Montego Bay Sangster International Airport
St. Lucia Castries George F. L. Charles Airport
Castries Hewanorra International
TN Blountville Tri-Cities Regional Airport 425,618
Knoxville McGhee Tyson Airport 1,777,990
Nashville Nashville International Airport 9,775,850
TX Amarillo Rick Husband Amarillo International Airport 916,456
College Station Easterwood Airport 181,790
Corpus Christi Corpus Christi International 844,782
Dallas Fort Worth DFW International Airport 56,964,834
El Paso El Paso International Airport 3,339,584
Harlingen Valley International Airport 885,676
Killeen Killeen-Fort Hood Regional Airport
Laredo Laredo International Airport 227,948
Lubbock Lubbock International Airport 1,155,174
McAllen McAllen Miller International Airport 827,386
Midland Midland International Airport 983,694
San Antonio San Antonio International Airport 7,823,452
Tyler Tyler Pounds Regional Airport 156,964
Waco Waco Regional Airport 152,820
VA Charlottesville Albemarle Airport 374,156
Newport News Newport News/Williamsburg Intl Airport 1,026,762
Norfolk Norfolk International Airport 3,734,614
Weyer's Cave Shenandoah Regional Airport 9,814
VI St. Croix Henry E. Rohlsen Airport 364,934
St. Thomas Cyril E. King Airport 1,199,018
VT South Burlington Burlington International Airport 1,406,372
W.I. Nevis Vance W. Amory International Airport
WA Pasco Tri-Cities Airport 485,576
Pullman Pullman-Moscow Regional Airport 49,712
Yakima Yakima International Airport 144,032
Washington Seattle Seattle-Tacoma 30,838,232
WI Green Bay Austin Straubel International Airport 880,352
Madison Dane County Regional Airport 1,567,874
Milwaukee Mitchell International Airport 7,502,690
Rhinelander Oneida County Airport 75,216

Source: (http://www.iaateam.com/dynamicpages/linkspage.aspx)

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