Research the necessary steps involved to attain customer value. Apply these steps to your own perception in attaining value.

Synopsis

The Meistrell brothers opened the Dive N’ Surf shop in Redondo Beach, California with $1800 they borrowed from their mother. Their philosophy was to offer quality products, great customer service, and a fair price. One of their first products was a wetsuit they made from the insulation from the back of a refrigerator. An observation that the wetsuit “fit like a glove” led to the now famous brand name, Body Glove. The popularity of the brand led to other products including swimsuits, boogie boards, surfboards, fins, masks, snorkels, and a variety of apparel. The acquisition of Body Glove by Marquee Brands provided resources for global growth and distribution.

The marketing function at Body Glove includes a senior executive at Marquee Brands, a marketing director, a brand director, and a team of marketing staff. Each year they create a marketing plan that combines traditional and contemporary marketing tools. For example, Body Glove advertises in magazines such as Surfer, Wake, Outside, Elle, and Vogue, and on billboards in Times Square and near outdoor sports locations. A recent campaign used the tag line “Do What You Love”. Other aspects of the marketing plan include (a) distribution through specialty stores, department stores, and Body Glove stores, (b) sponsored athletes who serve as brand ambassadors, (c) feature-length films about watersports adventures, and (d) sales promotion tools such as foam hands with the Body Glove logo and bumper stickers.

Body Glove believes that “content is king” and social media offer outlets where consumers can see and post all forms of content. Using multiple forms of digital and social media allows Body Glove to reach consumers with many messages. The company currently uses Facebook, Twitter, LinkedIn, YouTube, Instagram, and Pinterest. Each platform is unique and evolving so Body Glove managers work to stay up-to-date with all of the options. In addition they design their programs to be mobile-friendly.

            Body Glove is also expanding into new product categories such as earbuds, shoes, and inflatable stand up paddleboards. The company also announced its “Create Happiness” campaign to support a yoga and fitness initiative, and a partnership with FlowRider to develop surf simulation machines!

Epilogue

Body Glove continues its growth through many new marketing activities. For example, Body Glove recently signed Guinness World Record holder Chris Bertish as an official ambassador.  Peter Maule, Body Glove’s Senior Vice President, says “we are thrilled to welcome Chris to the Body Glove team, he is a remarkable athlete, and clearly his accomplishment are unparalleled. His passion for SUP and “all things water” fits so well with our brand direction.” The company is also benefitting from social media exposure such as photos posted by Kim Kardashian on Instagram (116 million followers). In addition, the Body Glove Facebook page has 387,000 followers. The company also continues its ‘Create Happiness’ Yoga Tour, offering free sunset yoga session across the U.S. and in Canada.

Questions

How does Body Glove’s heritage and philosophy contribute to its success?

Which criteria mentioned in Chapter 10 help explain why changing the brand name to Body Glove was a good decision?

Describe Body Glove’s use of traditional marketing tools.

What social media platforms does Body Glove use to communicate with its customers today?

Why are social media and mobile marketing an increasingly important part of Body Glove’s marketing plan?

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HOW SHOULD A AUDITOR PERFORM INTERNAL CHECK.

NEED ESSAY 12,000 WORDS

ASAP

DO NOT COPY FROM CHEGG ANSWERS

IF YOU ARE NOT ABLE TO DO LET OTHERS DO.

THANKS!

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