week 7 assignment 3

INSTRUCTIONS

Step 1: Product

In the Marketing Analysis Presentation provided by your marketing team, you’ll see three different basketballs that need to be included in the product display on Slide 2. Each product has unique features.

Based on the information provided about the customers that shop at the store location on Slide 3, choose the basketball that you think will sell the most. Explain the rationale for your decision.

Step 2: Place

On Slide 4 of the Marketing Analysis Presentation, you’ll see the results of a survey that asked potential buyers about where they are most likely to purchase these products.

Use your knowledge about product placement to choose the best place to sell the products, deciding between traditional stores and online. Explain the rationale for your decision.

Step 3: Promotion

Slide 5 of the Marketing Analysis Presentation shows three recommended advertisements, including a special deal promotion, for the product that is expected to sell the best.

Based on the information provided about the customers that shop at this store location on Slide 3, determine which promotional activity will sell the most product at this particular store. Explain the rationale for your decision.

Step 4: Price

Finally, Look at the pricing options available for each of the three products together on Slide 6.

Based on your knowledge of the Pricing Strategies discussed on pages 186-187 in the textbook, choose the option that has the best pricing mix for all three products. Refer to the customer information on Slide 2, if needed. Explain the rationale for your decision.

Note: You should complete Step 5 after reading the material in Week 7.

Step 5: Brand & Sales Pitch

The company that makes one of the basketballs is looking to rebrand the product. They have asked for your input on possible brand ideas.

First, read the Brand Vision statement which summarizes the goal for the new brand. Then, look at the logo, name, and tagline recommendations. Which of the two brand directions do you think best meets the goals of the brand vision? Please support your decisions.
Second, write a 2-3 sentence sales pitch that you would use to try to convince someone to purchase this product.

Step 6: Market Segmentation

The marketing plan for the basketballs at the Brooklyn store has been in place now for four months, and the marketing team has assembled a report reviewing sales data and customer feedback for the last quarter’s basketball sales. Overall, the results are lower than you expected and you are concerned that your marketing and creative staff have not properly segmented your target customers. Remember, like many products in the marketplace, the basketball’s marketing campaigns must target two different groups of customers: (1) adults who purchase the item as a gift and, therefore, do not actually use the product; and (2) adults and teenagers who purchase the item for their own use and enjoyment. Both groups have different reasons and expectations surrounding the item in question, and those reasons and expectations will have significant impacts on the buyers’ purchasing decisions.

NAME:

INSTUCTOR:

DATE:

Assignment 3

MARKETING – MARKETING Manager Analysis

Due Date: Week 7

Note: While representative of possible situations faced by the Brookly Nets, all scenarios in this assignment are fictional.

Real Business

For a large discount retail store like Target and Walmart, it can be difficult to get the marketing mix just right for a given product. There are so many products in the store fighting for the attention of customers. There is also the challenge of helping the suppliers of each product maximize their profits while making sure the store is making money. With so many things to consider, working in marketing for such a large business can be a challenge.

Your Role

This week, you’ll be acting as a Marketing Manager in the sporting goods section.

What Is a MARKETING Manager?

Marketing Managers are responsible for developing, implementing and executing marketing plans, either for an entire organization or for particular categories or products within the organization, in order to attract potential customers and keep existing ones.

Their day-to-day tasks include managing and coordinating marketing and creative staff, leading market research to improve existing products and services, working with advertising agencies, and determining the best way to get products in front of customers.

As a marketing manager for a discount retail store in Brooklyn, you have been asked to evaluate a marketing plan for basketballs to ensure that the 4 P’s of marketing are being applied well. Using your knowledge of the 4 P’s and the best approach to generating sales, you’ll take a look at a number of marketing recommendations and choose the approach that you believe will sell the most products.

Instructions

Step 1: Product Life Cycle

· Based on the information provided about the customers that shop at the store location on Slide 3, choose the basketball that you think will sell the most.

Underline your selection:

Basketball 1

Basketball 2

Basketball 3

Explain the rationale for your decision.

Step 2: PLACE

On Slide 4 of the Marketing Analysis Presentation, you’ll see the results of a survey that asked potential buyers about where they are most likely to purchase these products.

On Slide 4 of the Marketing Analysis Presentation, you’ll see the results of a survey that asked potential buyers about where they are most likely to purchase these products. Underline your selection:

Traditional Stores

Online

Explain the rationale for your decision.

Step 3: PROMOTION

Slide 5 of the Marketing Analysis Presentation shows three recommended advertisements, including a special deal promotion, for the product that is expected to sell the best.

Based on the information provided about the customers that shop at this store location on Slide 3, determine which promotional activity will sell the most product at this particular store. Underline your selection:

Promotion 1

Promotion 2

Promotion 3

Explain the rationale for your decision.

Step 4: PRICE

Look at the pricing options available for each of the three products together on Slide 6.

Based on your knowledge of the Pricing Strategies discussed on pages 186-187 in the textbook, choose the option that has the best pricing mix for all three products. Refer to the customer information on Slide 3, if needed. Underline your selection:

Pricing Mix 1

Pricing Mix 2

Pricing Mix 3

Explain the rationale for your decision.

Note: You should complete Steps 5 & 6 after reading the material in Week 7.

Step 5: BRAND & SALES PITCH

The company that makes one of the basketballs is looking to rebrand the product. They have asked for your input on possible brands ideas.

First, read the Brand Vision statement which summarizes the goal for the new brand. Then, look at the logo, name, and tagline recommendations. Which of the two brand directions do you think best meets the goals of the brand vision? Underline your selection:

Brand Direction 1

Brand Direction 2

Please support your decisions.

Second, write a 2-3 sentence sales pitch that you would use to try to convince someone to purchase this product.

Step 6: MARKET SEGMENTATION

Remember, like many products in the marketplace, the basketball’s marketing campaigns must target two different groups of customers: (1) adults who purchase the item as a gift and, therefore, do not actually use the product; and (2) adults and teenagers who purchase the item for their own use and enjoyment. Both groups have different reasons and expectations surrounding the item in question, and those reasons and expectations will have significant impacts on the buyers’ purchasing decisions.

· Review the five customer segments detailed on pages 194-195 of your textbook: Behavioral, Sociographic, Psychographic, Geographic and Demographic. Select one focus area of each segment that you feel is most relevant to the sale of basketballs at this store location.

· Keeping in mind the 4 P’s, write 1-2 questions for each focus area that will guide your staff as they investigate these aspects of your campaign.

Example:

· Segment: Geographic

· Focus Area: Neighborhood

· Questions: What combination of marketing and media channels did we use to reach current and potential customers? How are we gathering information on where current customers live who purchased a basketball?

1 BUS100: INTRODUCTION TO BUSINESS

Marketing Analysis
BASKETBALLS AT BROOKLYN RETAIL STORE

Basketball 1

WI LSON COU RTS I DE B ROOKLYN
N ETS OUTDOOR RU B B E R
BAS KETBALL

Show off your love for the Brooklyn Nets

with this official Nets branded basketball.

This ball is constructed from rubber for

maximum bounce, making it ideal for street

ball. It has an exclusive dual-density cover

for a soft, cushioned feel with wrap-around

channels designed for outdoor use. The ball

measures 29.5 inches and is slightly lighter

than an official NBA ball.

Basketball 2

S PALDI NG I N DOOR/OUTDOOR
BAS KETBALL

Built using a composite leather cover, the
Spalding official-size NBA basketball looks
and feels like an official NBA ball. The ball
also includes a foam-backed design with
full ball pebbling, helping it stand up to the
challenge of competitive play while
maintaining a soft, tacky feel. Best of all,
the ball is designed for use both indoor and
outdoor use, so you can bring it to the
YMCA or the playground.

PRODUCT DESCRIPTIONS

Basketball 3

S PALDI NG OF F ICIAL N BA
BAS KETBALL

Look and feel like a pro with this NBA
official game ball. This is the exact same
ball used in NBA games night after night,
complete with the NBA log and twitter
handle. It has a full grain horween leather
cover, for superior texture and feel.
Designed for indoor use only. If you’re
looking for the real deal, look no further –
this is it!

2 S T R AY E R U N I V E RS I T Y | CO PY R I G H T © 2 0 1 6 . A L L R I G H TS R E S E RV E D.

Wholesale Cost: $12.00 Wholesale Cost: $25.00 Wholesale Cost: $89.99

CUSTOMER PROFILE

3 S T R AY E R U N I V E RS I T Y | CO PY R I G H T © 2 0 1 6 . A L L R I G H TS R E S E RV E D.

• Target customer age: 15-35 years

• 70% male

• Median household income of $55,000

• 90% of customers live within a 5 mile radius

• 80% of customers actively participate in sports; of

those, 50% play basketball at least once a week

• There is a YMCA one block away with an indoor

basketball court; many customers are members

• There are 14 outdoor basketball courts within a 10 mile

radius of the store; many customers play in pickup

games regularly

• 40% of customers consider themselves “strong

supporters” of the Brooklyn Nets

POTENTIAL BUYER SURVEY

4 S T R AY E R U N I V E RS I T Y | CO PY R I G H T © 2 0 1 6 . A L L R I G H TS R E S E RV E D.

I value convenience over being

able to touch and feel products

before purchasing

When I shop, I usually know

exactly the product I want

I don’t like to wait for a product

when I decide I need it

I like to investigate numerous

options prior to purchasing

I prefer to see, touch and test a

product prior to purchasing

I typically remain attached to

one product versus shopping for

alternatives

Target Customers (%)

STRONG LY
DIS

AG RE E

DISAG RE E
N E ITH E R AG RE E
NOR DISAG RE E

AG RE E
STRONG LY

AG RE E

18 36 21 17 8

8 28 38 14 12

12 16 23 32 17

12 14 18 21 35

16 14 18 21 31

32 22 14 18 14

POTENTIAL PROMOTIONAL OFFERS

Promotion 1 Promotion 2 Promotion 3

PRICING OPTIONS

Pricing Mix 1

Pricing Mix 2

Pricing Mix 3

WI LSON COU RTS I DE B ROOKLYN
N ETS OUTDOOR RU B B E R
BAS KETBALL

$29.99

WI LSON COU RTS I DE B ROOKLYN
N ETS OUTDOOR RU B B E R
BAS KETBALL

$19.99

WI LSON COU RTS I DE B ROOKLYN
N ETS OUTDOOR RU B B E R
BAS KETBALL

$9.99

S PALDI NG I N DOOR/OUTDOOR
BAS KETBALL

$29.99
S PALDI NG I N DOOR/OUTDOOR
BAS KETBALL

$39.99

S PALDI NG I N DOOR/OUTDOOR
BAS KETBALL

$44.99

S PALDI NG OF F ICIAL N BA
BAS KETBALL

$89.99

S PALDI NG OF F ICIAL N BA
BAS KETBALL

$129.99

S PALDI NG OF F ICIAL N BA
BAS KETBALL

$179.99

BRAND VISION: WILSON STREET

Our vision is to be the leading brand for outdoor, street ball enthusiasts by providing basketballs specifically

designed to meet their needs.

DescriptionBrand Component

PU RPOS E

DE MOG R APH IC

CHAR ACTE R

ESS E NCE

RE ASON TO B E LI E VE

14-25, male

Passion, authenticity, grittiness, spontaneity

By players, for players

Most brands design basketballs for indoor and light outdoor use. Few brands have designed basketballs around the

outdoor, street ball culture embodied in many American cities and emulated across the country.

Brand Direction 1

REC LEAGUE

LET’S BALL.

Brand Direction 2

RUCKER PARK
WE GOT NEXT.

Rec League represents the wide array of informal basketball cultures and

captures the essence of impromptu basketball games all across America.

Inspired by the famous court in Harlem, Rucker Park embodies the iconic

culture of pick-up games and their influence on basketball culture.

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