Having taken Indian film star and fitness freak Parineeti Chopra on board, the Australian swimwear brand Speedo is now targeting to penetrate deep into the Indian market.
Australian swimwear brand Speedo has recently announced actress Parineeti Chopra as its fitness brand ambassador. The move is part of the company’s marketing strategy for its plan to invest heavily in India.
Talking about Chopra’s association, Reuben Fernandes, Marketing Manager, Speedo India, said, “Celebrity plays a very important role as a key opinion leader for brands. It is very important to have a person who is known to a segment of audience. We believe in giving the right information through the right representative. There are some brands that consciously don’t opt for a celebrity face. But I think, when it comes to advocacy, it is imperative for companies to have an opinion leader who can talk about the brand in a right way.”
Speedo also recently launched a global TV campaign #GetSpeedoFit, urging athletes to change up their routine to include swimming. The company plans to come up with more such campaigns for India.
Fernandes said the brand is in its growing stage in India. “Last year, we had 9 outlets. The number has increased to 25 stores now. Parineeti is helping the brand get the right recognition and right positioning in the market.”
Talking about the Indian market, Fernandes shared, “India is already seen as one of the biggest markets of Speedo. With the growing need, we see lots of people taking swimming as a fitness activity and this is benefiting the brand. Fitness-driven consumers is our target audience.”
Talking about how marketing strategy differs from one country to other, he pointed out, “Every market has a different strategy. India will have a different marketing strategy from Dubai or Singapore. In India, we have to educate customers to opt for new things unlike USA or UK, where consumers are well aware of all trends. It takes time for trends to pick up in India.”
The brand is trying to open stores in every metro. “We are targeting almost every city in India. We want to make our presence felt across India. By the end of 2020, we will double the number of stores to 50,” asserted Fernandes.
He claims that the brand has shown positive result in sales, year-on-year. “There has been an increase in the turnover this year compared to the last year,” said Fernandes without revealing numbers.