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The Marketing PlanSports & Entertainment Marketing
Chapter 6
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The Marketing PlanWritten document describing the tactics and
strategies used to market the prod/srvc, how they will be implemented, and any future changes that may be necessary.
How you make your prod/srvc different than your competition
How tactics are implemented
Based on the data you collect
How do you interpret the data collected and explain it so people can understand it?
•Summary•Charts•Forms•Graphs
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Components of the Marketing Plan:I. Analysis
A. Mission StatementB. Market InformationC. Tactics
II. StrategyA. Prod/ServiceB. DistributionC. PricingD. Promotional
Strategy
II. Strategy con’tE. FinancingF. Risk Management
III. ImplementationA. TimelineB. Assignment of
ResponsibilitiesC. Internal CommD. SellingE. Review &
Evaluation
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I. AnalysisA. Mission Statement
1. Short description of purpose of businessB. Market Info
1. Potential customers (TM) and their needs, wants, and motivation to buy; how to get them and keep them
2. Direct vs. Indirect competition3. Gather information, analyze, and interpret
C. Tactics1. How the prod/srvc is different from the
competition
Marketing Plan
I. AnalysisII. StrategyIII. Implementation
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A. Mission StatementShort description of the purpose of businessEX:
To bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.
To positively impact the lives of musicians, industry members, and our society at large.
seeks to be the leading brand of quality lifestyle accessories offering classic, modern American styling.
Marketing PlanI. Analysis
A. Mission StmtB. Mkt InfoC. Tactics
II. StrategyIII. Implementation
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Our Mission Statement?To raise money for and awareness about
March of Dimes in our community.
“To help moms have full-term pregnancies and research the problems that threaten the
health of babies.”
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B. Market InformationWho is our target market?
What are their needs, wants, & motivations to buy/support our cause?
After we get them to commit, how will we keep them committed?
Who is our direct and indirect competition?Gather information about the TM, analyze the
info, and interpret it.Explain in different forms (summary, charts,
graphs)
Marketing PlanI. Analysis
A. Mission Statement
B. Market Info.C. C. Tactics
II. StrategyIII. Implementation
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C. TacticsHow will we make our event different (and
better) than our competition?
Marketing PlanI. Analysis
A. Mission StatementB. Market Info.
C. TacticsII. StrategyIII. Implementation
Any other even students and staff can go to after school on the day of our event.
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Marketing Concept:Keeping the focus on satisfying customer needs
What info do we need to do this?•What price do we
charge?•How do we get our prod/srvc to the customer?•Prod/srvc management & improvement?•Best way to promote our prod/srvc?
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Research current conditionsObserve competitionInterview competitor customersCheck the internetSurvey potential customersVisit trade shows
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Surveys Created1. Gathering info to see what would get
students to come.2. Gathering info about planning event from
previous event planners.3. Gathering info about why people participate
& how they hear about them.4. Gathering info to see what would get
students to come.
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Surveys EditedReview the purpose of your surveyEdit your survey according to my edits
and any other edits you see necessaryPrint a final copy of your survey to be
handed inUse a Post-It note to write whose G:drive the survey is on and attach to printed copy of survey
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II. StrategyA. Product/Service
1. Based on marketing info & tactics
B. Distribution1. How will prod/srvc get to
customerC. Pricing
1. Best price? Cost to organization? Customer willing to pay? Number of customers willing to pay? Lower price = higher sales?
2. Cover costs and maximize profits
Marketing PlanI. Analysis
II. StrategyIII. Implementation
D. Promotional Strategy1. Advertising, Publicity,
personal selling, position in customer minds
2. What is the best media?E. Financing
1. Cost vs. revenueF. Risk Management
1. Legal Liability?2. Possible Risks and
potential solutions
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A. Product/ServiceWhat should our MoD run/walk have to
ensure student and staff attendance?MusicFoodExtra CreditMandatory by coachesDate/Time
Marketing PlanI. AnalysisII. Strategy
A. Prod/SrvcB. DistributionC. PricingD. Promo StrategyE. FinancingF. Risk Mgmt
III. Implementation
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B. DistributionHow will we make the run/walk available to
students and staff?After schoolWeekendNo athletic games or other events scheduled
Marketing PlanI. AnalysisII. Strategy
A. Prod/SrvcB. DistributionC. PricingD. Promo StrategyE. FinancingF. Risk Mgmt
III. Implementation
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C. PricingWhat is the best price to charge to
participate? Purchase a wrist band? T-shirt?What will the event, wrist bands, and t-shirts
cost us?How much are students and staff willing to
pay?If we charged a lower price would more
people participate?
Marketing PlanI. AnalysisII. Strategy
A. Prod/SrvcB. DistributionC. PricingD. Promo StrategyE. FinancingF. Risk Mgmt
III. Implementation
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D. Promotional StrategyHow will we get the word out?
Advertising and publicityWhat methods/media will we use to get the
word out there?AnnouncementsScreensPostersFlyers
Marketing PlanI. AnalysisII. Strategy
A. Prod/SrvcB. DistributionC. PricingD. Promo StrategyE. FinancingF. Risk Mgmt
III. Implementation
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E. FinancingHow much will the event cost us?
BandFoodWrist bandsT-shirtsSponsors
How much can we expect to raise?Donation from people planning to walkCorporate donationsBoard of Education
Marketing PlanI. AnalysisII. Strategy
A. Prod/SrvcB. DistributionC. PricingD. Promo StrategyE. FinancingF. Risk Mgmt
III. Implementation
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F. Risk ManagementWhat legal liabilities do we have?
Paperwork through schoolFood and beverage sales limited
What are possible risks involved in planning such an event?Rain outAnother event on same day
Solutions to risks?
Marketing PlanI. AnalysisII. Strategy
A. Prod/SrvcB. DistributionC. PricingD. Promo StrategyE. FinancingF. Risk Mgmt
III. Implementation
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III. ImplementationA. Timeline
1. Start with date of completion and work backwards
B. Assignment of Responsibilities1. Delegate tasks
C. Internal Communication System1. Communication between group members
D. Selling1. Direct Sales
E. Review & Evaluation1. Measure progress at specific time posts
Marketing PlanI. AnalysisII. Strategy
III.Implementation
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A. TimelineStart with the end
Plan backwards from the end to the beginningWhat needs to be done by what dates?
Marketing PlanI. AnalysisII. StrategyIII. Implementation
A. TimelineB. ResponsibilitiesC. CommunicationD. SellingE. Review & Evaluation