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
“the Americas led the global tennis apparel market and accounted for almost 48% of the revenue market share during 2015.” (technavio)
The United States Tennis Association (USTA) is the national governing body of tennis. Established in 1881, the mission of the USTA is to “promote and develop the growth of tennis.” The mission statement serves as the guiding principle for all activities of the United States Tennis Association. The USTA is the largest tennis organization in the world. It operates with the assistance of 17 section associations, serving more than 665,000 members and 7,800 organizational members.
Athletes are a big part of the business community. The media exposure athletes receives cause them to be perceived more as celebrities. It causes them to have a greater impact in the marketing and selling of products. For instance, the tremendous amount of media coverage that Michael Jordan received gave him a prominent role in the business world. Athletic companies and various kinds of businesses wanted him to endorse their products. Now, because of his Nike endorsement, the athletic apparel and shoe industries are a big part of the American economy. Through endorsements companies now look upon athletes to strengthen their products. In most cases, this method is usually successful. This gives an overall boost to the economy, hence fortifying athletes’ significance.
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).
You will find it easier to acquire sponsorships as you advance closer to the professional level. Until you are good enough that companies will pay you to promote their products, one of the best channels for funding is to work as a coach. Although you may not yet be as good as the coach you will be hiring to become a true professional, a relatively simple understanding of racquetball is all that most amateur players need to start learning the sport. It will be easy to find a job as a coach early along your journey to becoming a
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.
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.
Marketing companies know that by associating a product with an athlete it can drastically increase sales. Fig 1. Gaines, Cork. "... ... middle of paper ... ...
Sports Marketers use sports, in any form that is available to them, to help improve the sales of their goods and services (Sports Marketing, pg. 1) Companies use the content of sports to assist marketing efforts to target and sell more
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.
The United States Tennis Association or USTA has been around since 1881. Originally the USTA was known as the United States National Lawn Tennis Association. The group was started by a minor cluster of people in New York City. The present USTA is an organization with more than seven hundred thousand members. It invests one hundred percent of its proceeds to promote and develop the growth of tennis, from the novice to the professional levels. There are many people who have trained with this organization and became great successes. An example of this is the Williams sisters, Venus and Serena, or the Brian brothers, Bob and Mike.” In 1916, National Junior and National Boys’ Championships were added and Girls’ Championships were instituted in 1917. A year later juniors, boys and girls, were ranked for the first time. It was ten years later that the Junior Development Program was instituted.”(USTA) The USTA has developed young athletes by starting them young, identifying their talent by “Talent ID”, entering competition to produce skills, and encouraging the parents to support their children.
In reviewing the case of New Balance Athletic Shoe, Inc. it is clear that there are a few major problems that the company is facing. First of all, New Balance falls behind its other major competitors, Nike, Adidas and Reebok, in the area of marketing. Unlike its competitors, New Balance does not undertake celebrity endorsements. This puts them at a disadvantage when it comes to brand building. This also causes the company to lose out somewhat on gaining awareness on a global scale as it lacks endorsements in major sporting events. Most global brand names generate strong brand recognition through celebrity endorsements in sporting events that would give them the needed momentum to carry their brand name further into the global market.
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
The marketing goals are: Increase customer retention, Increase eCommerce Sales, Increase our Community Involvement. The first goal specifically works towards reaching 60% repeat sales through different promotional strategies like emotional marketing and sponsoring different professional athletes. Customer retention is extremely important to maintain Nike’s market leader position. Increasing eCommerce is a major focus for Nike. Last year we were able to increase our eCommerce sales by a profitable 51%. Our second goal is to continue this trend by increasing online sales by 50% every year for the next four years. It is our belief that doing so will solidify Nike as a leader in the online athletic market. Nike truly believes that sport can change
Tennis has been played by many players for a long time, and will continue to be played because it is very entertaining. It has taken Great Britain by storm because of this reason. Wimbledon, in the city of London, has been a very influential factor of tennis. Without it, professional tennis would not be the way it is today. Andy Murray has also been an influential factor. By winning Wimbledon in 2013, he has made British fans get back into tennis and cheer on their country. The popularity of tennis is on the rise, and without it, many generations would have missed a fantastic sport.