Marketing Plan

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             CONTENTS.
             INTRODUCTION 1.
             Problem Identification. .2.
             How this relates to Turbo's marketing problem 3 .
             FINDINGS . 4.
             Background Information on the Company and Industry . 5.
             Exploratory, Qualitative Research . 6.
             What was learned from the focus groups . 7.
             Primary Data Collection: Survey of Swimmers . 8.
             Data Collection . 9.
             Data Preparation 10.
             Development of Hypotheses .11.
             Statistical Analysis of Data 12.
             SUMMARY CONCLUSIONS AND RECOMMENDATIONS .13.
             Discussion of Results .14.
             Implications and Recommendations for Management 15.
             APPENDIX.
             Cover Letter .16.
             Focus Group Moderator's Guide .17.
             Questionnaire .18.
             .
             .
             MARKETING RESEARCH ON THE ATTITUDES ABOUT TURBO SWIMWEAR.
             Tracy L. Shell.
             PROBLEM IDENTIFICATION.
             Turbo Swimwear is having an exceedingly difficult time explaining its custom-dyed team swimwear product to its target market: essentially anyone on a swim team or involved in the swimwear ordering process for a swim team. When Turbo initially created its custom-dyed team swimwear product line, it believed it was offering a valued benefit to swim teams. All other sports wear matching team uniforms incorporating the team's colors, logos, and mascots. Why shouldn't swim teams have the same opportunity? But after attempting to communicate this product benefit (and the manufacturing process that allows Turbo to create these custom suits) to swimmers and coaches for nearly five years (albeit with a limited advertising/promotional budget), people still don't seem to understand that Turbo is able to custom dye swimwear for teams anyway they want it with custom colors, designs, logos, and mascots.