Scenario MKT 113 – X2456: Prince Sports, Inc.
Brenda Sewell
Southern New Hampshire University
In this scenario, the marketing activities of Prince Sports, Inc. will be examined. Prince Sports manufactures a large line of tennis, racquetball, squash, badminton and table tennis products. The company also manufactures clothing, bags and other accessories that would be useful to individuals in those particular sports. The company makes use of multiple different marketing strategies based on the type of equipment, level of expertise of the player and the type of media outlets that are available. To promote tennis playing Prince currently sponsors teaching pros, as well as, over 100 professional tennis players. There are several other
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Prince could also collaborate with local teaching pros to promote local junior play days and kids festivals. These particular marketing activities would create the potential for acquiring a tennis playing consumer for life at a young age and hopefully one loyal to the Prince brand. Market activities that Prince could employ to target casual/recreational players, those who play just for the fun of it, would be to utilize social media or in store message boards to match players up with other players with a similar skill level. They could also partner with local tennis facilities to arrange for special membership deals for their casual/recreational players. These types of customer service activities would provide a means for casual/recreational players to play more frequently; hopefully increasing the need for Prince’s …show more content…
In an attempt to place their product in the minds of younger consumers, they are beginning to focus on social marketing and social networking, by utilizing Facebook, and Twitter, as well as several international social networks like Hi5, and Orkut. The promotion materials that they provide to their distributors seems to have the greatest potential of providing them with the most exposure, making it their most effective promotion strategy currently employed. By placing more focus on promoting their products through broadcast markets they could reach a larger customer base. A unique and relatively untapped promotion outlet would be to develop a detailed video game branded with the Prince logo and showing Prince products that young gamers could play on a gaming device, such as the Wii. This would serve to not only promote Prince Sports, Inc., but tennis playing as
Mr. Greg Anger as the Director of Marketing for Irwin Sports must introduce a marketing communication strategy for Ice and In-line Cover Ups for goalies. Two of the major challenges facing Mr. Anger are the two different major geographical marketing areas; Canada and the United States, and the introduction of an innovative product that is very new to the marketplace. In addition, he has a capital constraint of $115,000 to choose the best communication strategy.
Over the last several years, it has become undeniable that any kind of sport can, and will, be sensationalized and commercialized by the people from the great companies like “Coca-Cola, Pepsi Cola, and Marlboro” (1667). These companies have hundreds of thousands of dollars budgeted each year to pour into sports in the form of sponsorships, advertising, etc. Once the sponsorships are introduced into a sport, it is exactly the kind of thing that will push an athlete out of competition. An athlete will find himself in a “make-it or break-it” situation. If an athlete receives a sponsorship, then the money is free flowing for equipment, testing, training, etc – anything that the athlete wants or needs to aid in putting him...
For this discussion, I have chosen the sports property of the Golden State Warriors. The Warriors play in the NBA within the Pacific Division and have a large local and regional fan base in the city of Oakland and state of California. Even though the Warriors have a large fan following, there are several ways of extending the Warriors brand reach beyond the basketball court with conventional sports minded consumers and non-sports fans. In order to accomplish this, the Warriors must think outside the box and look at attracting typically unaware markets and consumers that are missing the marketing and advertising plans that are currently being used. The Warriors can use partnerships, alliances, licensing, merchandising and sponsorship activation to build the brand awareness and effectively increase their revenue.
There are five main goals or objectives for the USTA organization to become better. The first goal is to increase participation in tennis so as to achieve the Vision. Increase USTA membership, make multicultural participation, and develop tennis programs accesible at all levels. The second goal is to build upon success at the US Open. Use the US Open as a promotional tool for the sport and help Americans reach the highest level of professional tennis. The third goal is to market tennis to the playing and non-tennis playing public. Enhance public awarness and perception of tennis and the image of the USTA. Provide educational materials and technical resources, and other tennis information to the tennis community.
Shank, Matthew D. Sports Marketing: A Strategic Perspective. Upper Saddle River, N.J: Pearson Prentice Hall, 2009. Print.
A decade worth of athletes has had the chance to eclipse Michael Jordan in the minds of the consumer. Yet even out of the spotlight Jordan remains the sports personality with the greatest endorsement chops in the U.S.”( Badenhausen).
“Who is the most dominant figure in sports today? LeBron James? Michael Phelps? Please. Get that weak sauce out of here. It is Serena Williams” (Rollingstone). With seventeen Grand Slam singles wins, 13 Grand Slam doubles wins, 2 Grand Slam mixed double wins, and four Olympic Gold medals, Serena Williams is the most powerful woman currently active in women’s tennis (Bloomberg Business Week). Defying the odds and unspoken rules of the sport, Serena Williams, alongside her sister Venus, changed the demographics, play, and image of women’s tennis like no other. Williams uses her power and influence as the face of women’s tennis to break down barriers, be philanthropic, and run her own business and charity. It would be impossible, and a huge fallacy for one to say Serena Williams has not impacted The United States, her sport, and society.
A young African-American boy walks onto some rundown tennis courts at a local park with his father in Richmond, VA. Armed with an old wooden racket and a can of white tennis balls, his father begins to feed him some different shots and tells his son everything he knows about tennis. Being an African-American, this young boy did not have many friends that were as interested in tennis as he was. Since tennis is a predominantly white sport, Arthur Ashe’s desire to play was not encouraged by either race, but instead of giving up on the sport he loved, he continued playing to the dismay of many. Little did Ashe know, however, that his persistence would change the game forever. His efforts opened doors for many of the popular African-American tennis players, such as Serena and Venus Williams, MaliVai Washington, and Bryan Shelton. The class that he brought to the game of tennis and the bravery he showed by changing a sport dominated by whites made Arthur Ashe a legend in his own time.
Most retailers know that the appearance of their stores plays a big part in determining consumer behavior. As such, they seek to use it to their advantage. Sport Chek sells various types of sports merchandise mainly to middle and upper class citizens of Canada. The company has many stores and online portals. The design of the stores communicates to customers that goods in the store are of high quality. Therefore, customers come with the expectation to pay a premium. The main elements that the store uses to influence consumer behavior include the choice of construction materials, careful choice of colors and shapes, and creative use of lighting. These elements have an impact on the affective, cognitive, and behavioral responses of potential customers. The channel strategy used by the company is effective because of Sport Chek’s strong brand name. The company can benefit more from a better channel strategy for its online shopping portal that can help it to take advantage of the global high-end sports market.
King was one of nine players who broke away from the tennis establishment and accepted one dollar contracts from tennis promoter Gladys Heldman in Houston. The revolt led to the birth of women’s professional tennis and the formation of the Virginia Slims Tour and Women’s Tennis Association. King founded the Women's Tennis Association (1973), which marks its 40th anniversary in 2013.
Mihai, Alexandru. “The Strategic Sports Marketing Planning Process.” Manager. Manager Journal, 2013. Web. 6 December 2013.
Nike’s positioning in the market has more of a mass appeal compared to their main competitor Adidas who strive to make products for elite athletes. The positioning strategy for Nike is currently working at a satisfactory level as Nikes global annual sales between 2013-2014 was reported as 27.8 billion (Statista, 2014) compared to Adidas’ 19.95 billion (Statista, 2014). The global market for sports apparel is expected to grow at a compound annual growth rate of 4% between 2012-2019, Nikes compound annual growth rate during 2010-2012 was 12.3% which is an excellent result as the brand’s growth was larger than the market as well as outgrowing Nike’s closest competitors Adidas, Puma and Asics (Forbes,
The aim of this project is to highlight the product by considering the objectives of marketing and communication. Sports shoes are the most common shoes used as regular basis. These kinds of shoes are meant for running, exercise, walking .Sports shoes are commonly known as: running shoes and athletic shoes. Due to a great competition in the market of Sports shoes, Marketers are providing modified sports shoes as per requirements of customers.
Tennis is played by many professionals all around the world. For professionals, such as Rafael Nadal, Novak Djokovic, Roger Federer, and many others, there are four grand
Once people start to learn how to play the game, they can become much more aware of their surroundings. Tennis not only requires one to watch the ball constantly, but also watch for other balls that may come onto the court. Playing tennis also requires the individual to practice. Similar with starting any new sport or club, many people are given the chance to meet new people who share something that they are both passionate about and can relate to. People are also given a chance to become more physically fit. Tennis requires many short sprints from one end of the court to the other, as well as constant conditioning to build up one’s strength, physically and mentally. Tennis can give many people the chance to become more physically active and expand their social life once they decide to incorporate it into their daily