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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.INSTRUCTIONSStep 1: ProductIn 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: PlaceOn 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: PromotionSlide 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: PriceFinally, 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 PitchThe 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 SegmentationThe 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.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: GeographicFocus Area: NeighborhoodQuestions: 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?
basketball_resources.pdf

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Marketing Analysis
BASKETBALLS AT BROOKLYN RETAIL STORE
PRODUCT DESCRIPTIONS
Basketball 1
Basketball 2
Basketball 3
WILSON COURTSIDE BROOKLYN
NETS OUTDOOR RUBBER
BASKETBALL
SPALDING INDOOR/OUTDOOR
BASKETBALL
SPALDING OFFICIAL NBA
BASKETBALL
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.
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!
Wholesale Cost: $25.00
Wholesale Cost: $89.99
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.
Wholesale Cost: $12.00
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CUSTOMER PROFILE
• 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
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POTENTIAL BUYER SURVEY
Target Customers (%)
STRONGLY
DISAGREE
DISAGREE
NEITHER AGREE
NOR DISAGREE
AGREE
STRONGLY
AGREE
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
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
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POTENTIAL PROMOTIONAL OFFERS
Promotion 1
Promotion 2
Promotion 3
Designed by Bedneyimages – Freepik.com
Designed by Harryarts – Freepik.com
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PRICING OPTIONS
Pricing Mix 1
WILSON COURTSIDE BROOKLYN
NETS OUTDOOR RUBBER
BASKETBALL
$29.99
SPALDING INDOOR/OUTDOOR
BASKETBALL
SPALDING OFFICIAL NBA
BASKETBALL
$29.99
$89.99
Pricing Mix 2
WILSON COURTSIDE BROOKLYN
NETS OUTDOOR RUBBER
BASKETBALL
$19.99
SPALDING INDOOR/OUTDOOR
BASKETBALL
SPALDING OFFICIAL NBA
BASKETBALL
$39.99
$129.99
SPALDING INDOOR/OUTDOOR
BASKETBALL
SPALDING OFFICIAL NBA
BASKETBALL
$44.99
$179.99
Pricing Mix 3
WILSON COURTSIDE BROOKLYN
NETS OUTDOOR RUBBER
BASKETBALL
$9.99
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BRAND VISION: WILSON STREET
Description
Brand Component
Our vision is to be the leading brand for outdoor, street ball enthusiasts by providing basketballs specifically
PURPOSE
designed to meet their needs.
DEMOGRAPHIC
14-25, male
CHARACTER
Passion, authenticity, grittiness, spontaneity
ESSENCE
By players, for players
Most brands design basketballs for indoor and light outdoor use. Few brands have designed basketballs around the
REASON TO BELIEVE
outdoor, street ball culture embodied in many American cities and emulated across the country.
Brand Direction 1
Brand Direction 2
RUCKER PARK
WE GOT NEXT.
REC LEAGUE
LET’S BALL.
Rec League represents the wide array of informal basketball cultures and
Inspired by the famous court in Harlem, Rucker Park embodies the iconic
captures the essence of impromptu basketball games all across America.
culture of pick-up games and their influence on basketball culture.
Designed by Patrickss – Freepik.com
Designed by Freepik
STR AYE R U N IVE RSIT Y | COPYRIGHT © 2016. ALL RIGHTS RESE RVE D.
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