springfield nor'easters marketing plan
DESCRIPTION
For Marketing Management, we completed a project based on the Harvard Case study - The Springfield Nor'Easters. We developed a marketing plan for the new little league team described in the case, who also had a very limited advertising budget.TRANSCRIPT
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Springfield Nor’easters
Marketing Plan
![Page 2: Springfield Nor'Easters Marketing Plan](https://reader033.vdocuments.mx/reader033/viewer/2022061201/547895a3b4af9fb4158b4593/html5/thumbnails/2.jpg)
Overview
0Minor league baseball team0Single-game tickets at $6.00 a piece0Target Market:
0 Families0 Population in Springfield- 55,000
0Positioning:0 Local, affordable entertainment for the whole family
0Distribution:0 Tickets sold at box office and team website
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Marketing Plan
0Promote team through various events throughout the year
0Get community involvement before the start of the season
0Events create unique and memorable experiences that other IMC tools cannot
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Opportunities/Threats
0 Threats:0Other affordable entertainment:
0 Movies, bowling, theatre, etc.
0 Professional sports teams0 Opportunities:
0 Providing shuttle/transportation to games0 Sponsorships from local businesses0 Potential economic growth
0 External environmental factors:0Mainly low income0 Lack of public transit0Restrictions on sales of alcohol at games
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Review of Competition
0Boston Red Sox0 Tickets prices: $12 - $325
0Minor League Baseball and hockey teams0 Ticket prices: $6 - $26
0Local Colleges0 Ticket prices: $5 - $6, $3 for children
0Other forms of entertainment:0 Prices: $5 - $30
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Objectives
0Objectives:0 Break even through sales of tickets and concessions0 Build team’s brand awareness through events/experiences
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Product Strategy
0Selling affordable and convenient entertainment0Core offerings:
0 Baseball game tickets- entertainment (intangible)0 Concession goods (food, souvenirs, beer)
0Points of Parity:0 Category- ticket sales, concessions, entertainment
0Points of Differentiation:0 Low ticket pricing, community-oriented environment
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Pricing Strategy
0Establishing price as reaction to information from surveys
0The most profitable price is $6 for single game tickets0Pricing position – affordable/low cost0Flanker brand of its major league team organization0Low price is consistent with brand’s positioning
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Place Strategy
0Distribution:0 Relatively selective, solely through the box office at the
stadium and online0 Consistency with positioning-
0Community based0Convenience (online)
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Integrated Marketing Communications
0$175,00 allocated towards advertising0PR plan:
0 To promote events 0 Build brand equity
0Plan to create events and experiences for the community0 Help build awareness and support
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Action Plans
0Summer event0Fall event0Winter event0Spring events0Restaurant and local business sponsors events
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Summer Event
0Announced through official press release0Team will build float for town’s 4th of July Parade0Build awareness
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Fall Event
0Booth at local town’s fall carnival0Will include information about the team 0Provide games
0 Dunk team members in water for prizes
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Winter Event0Team will sponsor holiday event in the town’s center
square0Events will include:
0 Christmas tree lighting0 Snowball fights against players0 Sledding, snowman building, ice sculpting
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Spring Events
0 Invite town to spring training0 Meet and greets with the players0 Q and A0 Sponsor the local Little League organization
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Restaurants and Businesses
0Bi-monthly events at the various businesses that sponsor the team
0Restaurants and other local shops 0Raffles and prize giveaways0Community members will be able to interact with
players in a casual environment
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PR for events
0Local radio ads for quarterly events0 4 weeks prior
0Local radio ads for bi-weekly events0 Week prior
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Budgets
0Advertising spending allowance: $175,000
0Summer event:0 Press release: $10,0000 Parade float: $3,500
0Fall event:0 Fair booth: $1,0000 Dunk tank: $239
(rental)0 Prizes: $1,000
0 Winter event:0 Tree: $5000 Light, Décor, Maintenance:
$2,5000 Ice sculptors: $1,0000 Sled rentals: $5000 Prizes: $1,000
0 Spring event:0 Little League Sponsorship:
$5,0000 Bi-Monthly events:
0 Prizes: $6,000 (24 events * $250 for each
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Event Promotions
0Radio Cost: $40,000 (one week of radio ad = $1,000)0 16 weeks of radio promo for the quarterly events0 24 weeks of radio promo for the bi-weekly events
0 Remaining Budget:Roughly $100,000