Final Case Study: Body Glove

1. When we refer to culture, vision, and mission of a company (Chapters 1 & 2), how does Body
Glove’s heritage and philosophy contribute to its success? Utilize vocabulary and ideas found in
these chapters to respond to this question. (15 points)

The success of Body Glove stems from the seamless alignment of effectively identifying and meeting
consumer needs through its marketing efforts. The Meistrell brothers' philosophy of "Do what you
love and love what you do" became ingrained in the company's DNA. It fostered a culture of
enthusiasm, commitment, and a genuine connection with the water sports community. This passion
and dedication translated into a strong sense of purpose and identity within the organization, driving
employees to deliver quality products, exceptional customer service, and a genuine understanding
of customers' needs and desires. Body Glove's customer-centric culture guides the company's
marketing strategies, product development, partnerships, and branding initiatives, ultimately leading
to its recognition as one of the world's most recognizable outdoor sports brands.

2. Refer to the company’s official website at www.bodyglove.com. Utilizing the segmentation

bases you studied in Chapter 9 (segmentation and target marketing), describe how the brand
manager at Body Glove would describe the consumer target market for at least two of its products.
Use a minimum of two segmentation bases as subheadings when describing the target markets. (15
points)

1# Name a Product: Wetsuit for scuba diving or snorkeling

Demographics: The target market for this product is likely to be adults who are interested in
underwater exploration and adventure. They may have higher income and education levels than
average, as scuba diving and snorkeling can be expensive and require training and certification. They
may also value health and fitness, as these activities require physical stamina and endurance.

Geographics: The target market for this product is likely to be located in areas where there are
suitable water conditions for scuba diving and snorkeling, such as tropical or subtropical regions,
coastal areas, or islands. They may also travel frequently to these destinations for vacations or
leisure. They may prefer warmer water temperatures, as the web page suggests that wetsuits for
scuba diving and snorkeling are designed for warm water use.

Psychographics: The target market for this product is likely to have a personality that is adventurous,
curious, and open to new experiences. They may enjoy learning about different marine life and
ecosystems, and appreciate the beauty and diversity of nature. They may also have a sense of
responsibility and respect for the environment, and seek to minimize their impact on the
underwater world.

Benefit: The benefit that this product offers to the target market is protection against water and
weather conditions, comfort, and safety in the water. The web page states that different wetsuits
are designed for different activities, and that wetsuits for scuba diving and snorkeling have specific
features that suit their needs. For example, they may have blindstitch or fluid seal seam construction
to prevent water seepage, thicker material to provide insulation, and flexible material to allow
movement.

2# Name a Product: Wetsuit for surfing

Demographics: The target market for this product is likely to be younger adults who are passionate
about surfing and other water sports. They may have a moderate income and education level, as
surfing can be more accessible and affordable than scuba diving or snorkeling. They may also value
health and fitness, as surfing requires physical strength and balance.

Geographics: The target market for this product is likely to be located in areas where there are
suitable waves and wind conditions for surfing, such as coastal areas or islands. They may also travel
frequently to these destinations for competitions or leisure. They may prefer warmer or colder
water temperatures, depending on the season and location, as the web page suggests that wetsuits
for surfing can vary in thickness and material.

Psychographics: The target market for this product is likely to have a personality that is energetic,
fun-loving, and competitive. They may enjoy the thrill and challenge of riding the waves, and seek to
improve their skills and performance. They may also have a sense of community and belonging with
other surfers, and share a common lifestyle and culture.

Benefit: The benefit that this product offers to the target market is protection against water and
weather conditions, comfort, and performance in the water. The web page states that different
wetsuits are designed for different activities, and that wetsuits for surfing have specific features that
suit their needs. For example, they may have flatstitch or overlock seam construction to allow
flexibility, thinner material to reduce drag, and durable material to resist abrasion.

3. Referring to Chapter 9 and the perceptual map, create a map and designate where Body
Glove belongs as well as at least three of Body Glove’s competitors. You will need to do a little
research and find other companies that compete with Body Glove. You may want to Google to find
the companies with the most market share for Body Glove’s main products such as body suits and
boogie boards (15 points).

To create a perceptual map for Body Glove and its competitors, we will focus on the attributes of
warmth and price as key factors.

Warmth

Rip Curl E7 | O'Neill Hyperfreak

Body Glove | Picture Equation

Patagonia R-Series | Quiksilver Highline

-------------------------

Price
In this perceptual map, the vertical axis represents warmth, with higher values indicating greater
warmth. The horizontal axis represents price, with lower values indicating a lower price point.

Body Glove is positioned in the middle of the map in terms of warmth, indicating that it provides
good warmth but is not the warmest option available. In terms of price, it falls towards the higher
end of the range.

Rip Curl E7 Flashbomb Heatseeker and O'Neill Hyperfreak Fire are positioned higher on the warmth
axis, indicating that they offer excellent warmth. However, Rip Curl is positioned at a higher price
point compared to O'Neill.

Patagonia R-Series and Quiksilver Highline are positioned lower on the warmth axis, indicating that
they provide less warmth compared to the other options. However, Quiksilver Highline is positioned
at a lower price point compared to Patagonia.

Picture Equation is positioned slightly lower on the warmth axis but offers a more affordable price
compared to the other options.

https://www.outdoorscult.com/best-wetsuit-brands/

WEDNESDAY FEBRUARY 15, 2023

https://www.theinertia.com/surf/best-wetsuits-surfing/

Will Sileo

4. Using the criteria provided for you in brand management, explain why changing its brand
name was a good decision. You must define and mention criteria provided for you in this chapter

(15 points)

Based on the provided criteria, it cannot be concluded that changing the Body Glove brand name
was a good decision, as there is no indication in the case study that the brand name was changed.
The case study primarily focuses on the success and growth of the Body Glove brand under its
existing name.

However, if we consider the importance of branding and alternative branding strategies mentioned
in the criteria, we can discuss their relevance to Body Glove's success:

1. Brand Equity: Body Glove has successfully built brand equity over the years by creating a strong
brand personality and forging favorable consumer associations with the brand. The iconic Body
Glove Hand Logo and its recognition in the sporting goods and watersports industry are examples of
the brand's equity.

2. Brand Name Criteria: While the case study doesn't explicitly discuss the criteria for a good brand
name, it is mentioned that a good brand name should suggest product benefits, be memorable, fit
the company or product image, be free of legal restrictions, and be simple and emotional. If the
Body Glove brand name meets these criteria, it would support the brand's success.

3. Branding Strategies: The case study doesn't provide specific information about the branding
strategies employed by Body Glove, such as multiproduct branding, multibranding, private branding,
or mixed branding. Without this information, it's difficult to assess the specific branding strategy
used by the company.

In summary, while the case study highlights the success of Body Glove as a brand, there is no
mention of changing its brand name. Therefore, it cannot be concluded that changing the brand
name was a good decision based on the provided information and criteria.