BSBMKG409 Direct Response Offer: Marketing Rip Curl Shark Wetsuit

This assignment outlines a direct response offer for the Rip Curl Shark Protect wetsuit, a new generation wetsuit designed to deter sharks using sound waves. The marketing strategy includes sponsoring famous surfers, advertising to families, offering customization options, and running promotions during surfing competitions. The plan involves brainstorming sessions to improve chain distribution and product availability. The offer requires customers to provide personal and lifestyle information during purchase, with payment accepted via cash or card. Advertisements will be placed on social media platforms and billboards, with discounts offered for multiple purchases and customization options available. Customer feedback will be collected online and in person, with responses provided via email and potential door prizes offered. Negative feedback will be addressed by modifying materials if necessary. The team will focus on increasing revenue without raising production costs, using bonuses to raise average order value, and improving team skills. A one-step sales approach will be used, requiring customers to fill out order forms with delivery and payment details, supported by product demonstrations and brochures.

Running Head: DIRECT RESPONSE OFFER 0
Direct Response Offer

DIRECT RESPONSE OFFER 1
1) The product that is going to be focus in direct marketing offer will be a new wetsuit
Rip Curl Shark Protect. This product will be a new generation wetsuit, which makes
the surfer easy by sending sound waves inside the water that will keep the shark away.
It is necessary because in Australia, there are high shark risks (West, 2011).
2) For making the product more appeal, promotion event will be the best choice
(Mangold and Faulds, 2009). To promote the new wetsuit, my team will sponsor
famous surfers. In addition, these wetsuits will be advertised as a product to all the
family. In basic products, four colours of wetsuits will be there and if the customer
needs for more customization, an extra fee will be charged.
Moreover, we would like to do promotion during the competition in surfing.
Therefore, offers several deals to the customers. For example, if the customer buys
any one wetsuit, he will get second at 50 percent discount and if he buys 2, we will
give them small wetsuits made for the kids.
3) For the purpose of consulting, I would launch a Brainstorming session where we can
all start with the discussion relating to increase the sales by improving chain
distribution and make the product available on more locations and stores
4) A. As if the offer is valid, they need to come to the stores during the event. During
the process of purchasing, they will require to fill a form with the respective details,
as it will help us in the future advertising.
B. In relation with information, they need to give us the name, telephone number,
address, age and other information relating to their lifestyles. They need to also state
that how they will use the product and at what frequency.
C. The payment method needs to be adequate and that is why both cash and card
payment will be acceptable.

DIRECT RESPONSE OFFER 2
5) To attract potential customers, the advertisement will specially be made on social
websites such as Instagram, Twitter and Facebook. These are quite popular these days
and get customer attention in an effective way (Heinonen, 2011). The offer will also
be putted on the billboards and giving people leaflet on the street.
6) To gain more numbers of customers, the wetsuit can be bought during the events, in
our store or on-line. There will get discount on the second purchase of their wetsuits
and respectively third purchase of the wetsuits. This will lure the customers to word
of mouth publicity and thus benefit us in raising the sales.
Moreover, we also offer them to customize the suits as per the needs like printing a
picture of their family or them on the suit, mixing of additional colours and so on.
7) The two vehicles for the customers in proving feedback on direct response offer will
be –
A. Online – At the time of sale, the customer needs to fill a respective form, which
will include several information including the e-mail id. With the help of this e-mail
id, we can ask them for the feedback relating to the product and service.
B. Face-to-Face – We can also ask the customers in person, during the surf
competitions about their feedback.
8) The two examples are –
A. We can make answer to the feedback via email that their opinion is valuable and
important to us and this will help us to improve our products and services in more
effective ways (Blazevic and Lievens, 2008).
B. We can also do a promotion/door prize and we will provide free wetsuits to one of
the customers that have responded to the questions raised in e-mail or face-to-face
feedback questions.

DIRECT RESPONSE OFFER 3
9) In relation to the modification, I need to acknowledge the negative feedbacks and then
communicate to the respective customers to ascertain the actual issue (Ertmer et al,
2007). It can be an issue relating to the material. If there were more complaints or
cases, we will modify a material for example.
10)
A. The team need to gather the information relating to the exact issue and fix it in a
manner so that the revenue will grow without raising the production or operation
costs.
B. With the help of bonus, we can raise the average order value, for example,
purchase one and get the other at half price.
C. This will need to grow and improve our team. We can also train or motivate the
employees or if necessary, we can make hire better skilled individuals.
11) I would choose one-step sales requiring. Customers need to fill up the information in
the order form will their details, delivery details, shipping details and payment details.
In relation to the order form, filling the delivery note. Description and quantity will be
listed in the delivery note. Moreover, for assisting the presentation of products or
services, we could use a demonstration on how the products work, and thus we can
also use small brochures.

DIRECT RESPONSE OFFER 4
References
Blazevic, V. and Lievens, A. (2008) Managing innovation through customer coproduced
knowledge in electronic services: An exploratory study. Journal of the Academy of
Marketing Science, 36(1), pp.138-151.
Ertmer, P.A., Richardson, J.C., Belland, B., Camin, D., Connolly, P., Coulthard, G., Lei, K.
and Mong, C. (2007) Using peer feedback to enhance the quality of student online postings:
An exploratory study. Journal of Computer-Mediated Communication, 12(2), pp.412-433.
Heinonen, K. (2011) Consumer activity in social media: Managerial approaches to
consumers' social media behavior. Journal of Consumer Behaviour, 10(6), pp.356-364.
Mangold, W.G. and Faulds, D.J. (2009) Social media: The new hybrid element of the
promotion mix. Business horizons, 52(4), pp.357-365.
West, J.G. (2011) Changing patterns of shark attacks in Australian waters. Marine and
Freshwater Research, 62(6), pp.744-754.