BUS 508 Assignment 3
Marketing Analysis BASKETBALLS AT BROOKLYN RETAIL STORE Basketball 1 WILSON COURTSIDE BROOKLYN NETS OUTDOOR RUBBER BASKETBALL Show off your love for the Brooklyn Nets with this of ficial 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 sof t, cushioned feel with wrap-around channels designed for outdoor use. The ball measures 29.5 inches and is slightly lighter than an of ficial NBA ball. Basketball 2 S PALD I N G INDOOR/OUTDOOR BASKETBALL Built using a composite leather cover, the Spalding of ficial-size NBA basketball looks and feels like an of ficial 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 sof t, 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. Basketball 3 S PALD I N G OFFICIAL NBA BASKETBALL Look and feel like a pro with this NBA of ficial game ball. This is the exact same ball used in NBA games night af ter 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! STR AYE R U N IVE RSIT Y | COPYRIGHT © 2016. ALL RIGHTS RESE RVE D. Wholesale Cost: $12.00 Wholesale Cost: $25.00 Wholesale Cost: $89.99 PRODUCT DESCRIPTIONS 2 STR AYE R U N IVE RSIT Y | COPYRIGHT © 2016. ALL RIGHTS RESE RVE 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 CUSTOMER PROFILE 3 STR AYE R U N IVE RSIT Y | COPYRIGHT © 2016. ALL RIGHTS RESE RVE 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 (%) S T R O N G LY D ISAG RE E D ISAG RE E NEITHER AGREE NOR DISAGREE AG RE E S T R O N G 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 BUYER SURVEY 4 STR AYE R U N IVE RSIT Y | COPYRIGHT © 2016. ALL RIGHTS RESE RVE D. Promotion 1 Promotion 2 Promotion 3 Designed by Bedneyimages - Freepik .com Designed by Harr yar ts - Freepik .com POTENTIAL PROMOTIONAL OFFERS 5 STR AYE R U N IVE RSIT Y | COPYRIGHT © 2016. ALL RIGHTS RESE RVE D. Pricing Mix 1 Pricing Mix 2 Pricing Mix 3 WILSON COURTSIDE BROOKLYN NETS OUTDOOR RUBBER BASKETBALL $ 29.9 9 WILSON COURTSIDE BROOKLYN NETS OUTDOOR RUBBER BASKETBALL $ 19.9 9 WILSON COURTSIDE BROOKLYN NETS OUTDOOR RUBBER BASKETBALL $ 9.9 9 S PALD I N G INDOOR/OUTDOOR BASKETBALL $ 29.9 9 S PALD I N G INDOOR/OUTDOOR BASKETBALL $ 39.9 9 S PALD I N G INDOOR/OUTDOOR BASKETBALL $44.99 S PALD I N G OFFICIAL NBA BASKETBALL $ 8 9.9 9 S PALD I N G OFFICIAL NBA BASKETBALL $ 129.9 9 S PALD I N G OFFICIAL NBA BASKETBALL $ 179.9 9 PRICING OPTIONS 6 STR AYE R U N IVE RSIT Y | COPYRIGHT © 2016. ALL RIGHTS RESE RVE D. Our vision is to be the leading brand for outdoor, street ball enthusiasts by providing basketballs specifically designed to meet their needs. Description Brand Component PURPOSE DEMOGRAPHIC CHARACTER ESSENCE REASON TO BELIEVE 1 4 -2 5 , m a l e 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. Designed by Patrickss - Freepik .com Designed by Freepik BRAND VISION: WILSON STREET 7