Prince Sports Case Study

711 Words2 Pages

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 …show more content…

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

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