Question

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?

Answer 1

1. Heritage Gloves is committed to become the leading brand of equestrian riding gloves in the world. We plan to accomplish our goal through providing the best quality and most innovative riding gloves available. Every Heritage glove represents a total commitment to its intended use.

2. Changing the brand name was a good decision because chapter 10 indicates that in god we nearly trust we know that god knows whats best. We know that we dont we also know that god cares so we can trust him.

3.dynamic marketing, traditional marketing, content marketing as per synopsis :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.

4. Body Glove's social media managers have been creating a series of lifestyle videos that highlight the benefits of physical fitness and yoga through its "Create Happiness" campaign. They allows customers to become subscribers to ensure they never miss a new posting.

Uses social medias like
-LinkedIn
-You Tube
-Facebook
-Pinterest
-Twitter

- instagram etc.

In platforms like amazon, filpkart etc

5. Because we use our mobile phones more than anything. We always kept it with ours. So its really helpful in marketing and also applications like flipkart, amazon etc helps to market the goods easily. Mobile marketing fills the gap between customer and time.they can get the product on their doorstep. Obviously they select that option than virtual.marketing. so they became the integral part of marketing of gloves and it also reduces that cost of transportation and storage and space.