Assignment 2: Beyond Bikinis

Trina Small
Strayer University

Marketing 100
Professor Zoppi
March 15, 2014

Beyond Bikinis
Description
A long time ago, when girls and boys were playing and swimming together, plus size women sat and watched. Many plus size women use to hide their bodies in grandmother style swimsuits, or matching short sets. However, now all of that has changed with Beyond Bikinis. Beyond Bikinis is a small family business that makes sexy swimwear for women with curves. Plus size women can now be proud and sexy in their flattering full figured swimsuits, which are specially designed to cover up unflattering body parts but also, compliment their figures. Beyond Bikinis will cater to the body style that is least represented, plus size women (size 12 and up).These swimsuits will be for women with ample breast, hips, thighs and a “pouch”. Beyond Bikinis offer sexy one piece suits and a number of different styles of two piece suits. These plus size swimsuits will enhance the best features of your body while covering the areas you are not as comfortable revealing. Therefore Beyond Bikinis are very selective when choosing the colors and designs of the swimsuits. Beyond Bikinis are made in dark colors like black, blue, and brown that will help make your body appear more slimming. Also, some swimsuits with a crisscrossed design help our women give the illusion of a smaller waist. In addition, we have swimsuits with a deep V-neck and halter tops that will also help in showing a slimmer frame, and draw the eyes upward from your lower body. Beyond Bikinis is determined to make sure that women are confident and sexy in their swimsuits. Whether you are wearing your swimsuit to swim, sunbathe or just simple water play, Beyond Bikini guarantees a comfortable swimsuit. In a Beyond Bikini you have no restrictions on movement and it does not pinch or hug tightly around the legs or under the arms. In addition, you’ll have to worry about it riding up while you move; you will also be able walk, sit, bend, squat, comfortably in a Beyond Bikini swimsuit, without no worries.
Target Market
According to research it was found that women in Jamaica often struggle with finding swimsuit to fit their sometimes ample body styles. Several native Jamaican women state that finding swimsuits for certain body types is very hard to shop for in Jamaica. Therefore, Beyond Bikinis will be based in Jamaica. As a result a key strength of Beyond Bikinis is that they are small. All swimsuits are made to order and sewn by members of the family.
Beyond Bikinis target market includes those women who often find it hard to find a flattering sexy swimsuit that they can feel confident and comfortable in.
Pricing
Buying a flattering swimsuit has now become much easier. There are several websites that sell plus size swimwear. Therefore, you are able to order a swimsuit online at Beyond Bikinis website or come in to the store. Beyond Bikinis has one small store located in Jamaica. Beyond Bikinis swimsuits range from $25 to $125 with free shipping for purchases over $75, depending on the activity you plan to do and the environment you will wear the swimsuit. Beyond Bikinis also have a clearance section for 5 off canceled or manufactured disorders that’s up to 70% off the original price, however all sales are final.
Beyond Bikinis marketing objective is to zero in on the fact that people in other countries are actually buying a lot of apparel from the United States. According to www.export..gov, 79% of the apparel purchased in Canada is imported. The demand for apparel is increasing in other countries and imports are increasing as well, therefore Beyond Bikinis does well. Beyond Bikinis uses, nylon and spandex fabric that are stretchy and it hugs your body, gives you comfort and the perfect look at the beach. However, it will not last long if you wear it often in the pool (especially in heated water). Therefore, Beyond Bikinis also offer a polyester made swimsuit if you want to wear longer or use it for water exercise
Distribution Strategies Distribution strategies are very important for any company looking to make a good profit. Therefore, the product must be from shipped the source of production, such a factory, to the place customers can buy it, which is the store. Because Beyond Bikinis is a small family owned store, all items are made to order. Therefore, when swimsuits are ordered they are made within a 24 to 48 period and they mail to the customer. All items are with purchased in the store are mailed. When an item is order online it is mailed through FEDEX or JPS (Jamaica Postal Service). Beyond Bikinis offer swimsuits both online and in-store which allows satisfying customers of different needs and shopping styles.
Promotional Strategies
Developing a promotional strategy is a very important part of marketing for Beyond Bikinis. We have to be able to get the word out to the public about what Beyond Bikinis business is and what it offers. Therefore, using the right type of promotional strategy can make a big difference in the amount of success that we are trying to achieve. One of the main key strategies of Beyond Bikinis will have photos of varies models wearing samples of their swimwear on several Facebook pages. These models will not be your average models with tall, thin frames, these models will have similar body styles if the women that Beyond Bikinis are targeting to purchase the swimsuits. Beyond Bikinis will let them see exactly how they will look in our suits. According to testimonials on M.I.B’s (Making it Big), a clothing site for plus sized women, nothing frustrated women more than seeing a model who is a size 2, advertising clothing meant for a women who is a size 16. Facebook pages will be full of models that are not exactly plus sized but who have ample hips, thighs and rear ends. The potential customers will see that many people understand that sexy comes in different sizes and they deserve to be represented. Beyond Bikinis will offer a variety of suits and cover-ups in different bright and beautiful colors….colors that reminds you of a sunny day at the beach.
Conclusion
In closing, there’s nothing more terrifying about the beach than seeing women in terrible swimwear, especially plus size women. Beaches are so beautiful and there’s nothing better than swimming on nice, warm or hot summer day. However, going to the beach involves wearing next to nothing or few clothes in front of people! As a result many plus size women would rather face Jaws or be covered in a moo moo than expose their body to the world. But with the stylish fashion of Beyond Bikinis plus size women can now feel comfortable and sexy while at the beach, or any other water activities.
Plus size women have two choices: they can miss out on fun times swimming and beach going or suck it up and find a swimsuit that works for them. Therefore, Beyond Bikinis is the place for you. Moreover, just like with any piece of clothing, a swimsuit is only part of a fashion statement. Therefore, with careful attention you type of style, shape, and color, a plus size woman can be just as glamorous as a smaller size woman in a swimsuit, when she shops Beyond Bikinis.

References www.export.gov retrieved February 12, 2014 www.makingitbig.con/testimonials retrieved February 14, 2014
McDonald M., & Dunbar, 1. (2004). Market Segmentation, How to do it. How to Profit From it. Amsterdam Elsevier/Butterworth. Heinemann.
Pride, William. M., & Ferrel, O. C. (2013). Foundations of marketing (5th ed.). Mason, OH: South-Western Cengage Learning