fanatic apparel
DESCRIPTION
Presentation for a proposed Marketing Mix strategy from my Integrated Marketing Communications classTRANSCRIPT
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Fanatic Apparel
BY:Ashley Lang, Jennifer Studer,
Michael Pitterle and Sheena Smith
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Brief History• 2000
– Established Fanatic Apparel store in Chicago– Started as a men’s sports apparel company and licensed distributor
for Chicago Bears apparel and memorabilia• 2002
– Introduced small women’s sports apparel line• 2003
– Partnered with Sports Authority to sell Fanatic Apparel clothing lines• 2008
– Introduced small children’s line• 2010
– Integrating a full “sustainable” family line – Men, Women, and children’s sports apparel
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Fanatic Apparel Products
Sustainable apparel line called Beary Organic.
• Beary Organic product line consists of organically green:– Hats/Caps– Shirts– Jersey’s– Pants – Socks– Jackets
• Apparel line made of:– 100% Organic Cotton– Bamboo– Flax– Soy– Recycled Rubber– Recycled Plastic Bottles– Recycled Polyester
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Price Points
• Price Points for Beary Organic:$15-$450
Due to the high manufacturing costs to produce organic textiles and reuse recycled goods, costs will be higher than the average apparel.
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Distribution
• Brick and Mortar- Located on 121 E. Ohio Street
• Internet Store
• (Illinois Locations Only)
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Target Market• Bear’s fans in the Chicago-land area– About 4.5 million people (61% of Chicago
population) • Demographic and psychographic factors:– Who: Eco conscious single fans and fans with
families• Heavy focus on Women and those with Children
– Age: 24-54 years old– Income: $32,000+– Geographic: Chicago and surrounding areas– Psychographic: lifestyle, football fans, tailgaters,
sports fans
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SWOT Analysis
Strengths• Brand recognition• Product development team• Green line of clothing differentiates from
competitors• Short distribution time
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SWOT Analysis
Weaknesses• Seasonal product offering• Customer service availability online• Narrow focused product• Cost to manufacture clothing
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SWOT Analysis
Opportunities• Expanding product lines• Expanding to other teams apparel• Expanding to other sports• Opening new store locations
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SWOT Analysis
Threats• Other green clothing lines• Poor team performance could lead to a
downturn in sales• Players could be traded• Many competitors
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Competition
• Dick’s Sporting Goods– Offer a broad assortment of
brand name sports equipment, apparel, and footwear.
– 21 stores in Illinois
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Competition
• Bears Pro Shop & store.chicagobears.com– 1.5 million visitors (events and attendance)– “Offering you the latest in Bears merchandise for
adults & children to show your support for the greatest franchise in the NFL, the Chicago Bears.”
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Competition
• Chicagoteamstore.com & retail locations– Online store sells apparel for all Chicago sports
teams– 2 retail stores (Wrigleyville and State Street)
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Competition
• All competitors positioning by product user– Emphasize identification with sports fans,
specifically Chicago sports fans• Utilize a variety of media for both sales and
advertising– TV, Internet, E-mail, Radio, Catalog
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IMC Plan
• 40% increase in overall sales during the football season as compared to last year
• 5% increase in online sales during football games.
• After our stadium give-away, total sales increase of 10% for two months after
• 60% of all sales from “sustainable” women’s and family apparel lines
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IMC Mix• Geography– Chicagoland area
• Timeliness– Chicago Bears season
• September – January– Often during the actual game
• Stadium
-Family day small merchandise items give away• Store and website
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IMC Mix
• Television Commercials– NBC– Fox– Comcast Sports Net
• Radio - 670 AM- 780 AM
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IMC Mix
• Newspaper– Chicago Tribune (print and internet)• Affordable package• Meets demographics• Established readers
• Email Marketing– Bears Direct• Most selective and least intrusive
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IMC Mix
• Transit Advertising– Ogilvie Train Station» Package, posters and walkway displays
• Billboards –Close to the stadium and store• Kennedy Expressway• Eisenhower Expressway• Lake Shore Drive
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IMC Mix• Magazine–Chicago Athlete• Back cover• Affordable
• Internet-– Facebook ads• “Fans” of the Chicago bears
– Google search ads