Springfield Nor’easters

Marketing Plan

OverviewMinor league baseball teamSingle-game tickets at $6.00 a piece

Target Market:->Families->Population in Springfield- 55,000

Positioning:->Local, affordable entertainment for the whole family

->Distribution:Tickets sold at box office and team website

Marketing Plan

Promote team through various events throughout the year

Get community involvement before the start of the season

Events create unique and memorable experiences that other IMC tools cannot

Opportunities &Threats

Threats:Other affordable entertainment:

Movies, bowling, theatre, etc.

Professional sports teams

Opportunities:Providing shuttle/transportation to gamesSponsorships from local businessesPotential economic growth

External environmental factors:Mainly low incomeLack of public transitRestrictions on sales of alcohol at games

Review of Competition

Boston Red SoxTickets prices: $12 - $325

Minor League Baseball and hockey teams Ticket prices: $6 - $26

Local CollegesTicket prices: $5 - $6, $3 for children

Other forms of entertainment:Prices: $5 - $30

Objectives

Objectives:Break even through sales of tickets and concessionsBuild team’s brand awareness through events/experiences

Product Strategy

Selling affordable and convenient entertainmentCore offerings:

Baseball game tickets- entertainment (intangible)Concession goods (food, souvenirs, beer)

Points of Parity:Category- ticket sales, concessions, entertainment

Points of Differentiation:Low ticket pricing, community-oriented environment

Pricing Strategy

Establishing price as reaction to information from surveys

The most profitable price is $6 for single game ticketsPricing position – affordable/low costFlanker brand of its major league team organizationLow price is consistent with brand’s positioning

Place Strategy

Distribution:Relatively selective, solely through the box office at the

stadium and online

Consistency with positioning-Community basedConvenience (online)

Integrated Marketing Communications

$175,00 allocated towards advertising

PR plan:To promote events Build brand equity

Plan to create events and experiences for the communityHelp build awareness and support

Action Plans

Summer eventFall eventWinter eventSpring eventsRestaurant and local business sponsors events

Summer Event

Announced through official press releaseTeam will build float for town’s 4th of July ParadeBuild awareness

Fall Event

Booth at local town’s fall carnivalWill include information about the team Provide games

Dunk team members in water for prizes

Winter EventTeam will sponsor holiday event in the town’s center

square

Events includes:Christmas tree lightingSnowball fights against playersSledding, snowman building, ice sculpting

Spring Events

Invite town to spring trainingMeet and greets with the playersQ and ASponsor the local Little League organization

PR for events

0 Local radio ads for quarterly events0 4 weeks prior

0 Local radio ads for bi-weekly events0 Week prior

Budgets

Advertising spending allowance: $175,000

Summer event:Press release: $10,000Parade float: $3,500

Fall event:Fair booth: $1,000Dunk tank: $239 (rental)Prizes: $1,000

Winter event:Tree: $500Light, Décor, Maintenance: $2,500Ice sculptors: $1,000Sled rentals: $500Prizes: $1,000

Spring event:Little League Sponsorship: $5,000Bi-Monthly events:

Prizes: $6,000 (24 events * $250 for each

Event Promotions

Radio Cost: $40,000 (one week of radio ad = $1,000)16 weeks of radio promo for the quarterly events24 weeks of radio promo for the bi-weekly events

Remaining Budget:Roughly $100,000

How much money is

needed from ticket sales

and concessions to cover

fixed cause?

$1,961,379(Less)

Player’s Salaries-$887,000Bats and Balls-$22,500

Fixed Cost=$1,051,879(Less)

Revenues FromNearby Colleges-$21,000

Sponsorship-$25,000

Price per ticket

Ticket Type

Less than

$4

$4 $6 $8 $10 $12 $14

SingleTicket

0% 2% 5% 13% 37% 27% 22%

5 game ticket

1% 2% 3% 19% 36% 34% 5%

20 gameHalf

Season

1% 7% 23% 28% 25% 15% 1%

38 gameFull

Season

18% 26% 20% 14% 11% 10% 1%

$1,005,879 REVENUE

MUST COME FROM

TICKETS AND SALES

PRICE FIXING AND

KEY RESOUCES

FROM THE SURVEY…..

21% WILLING TO ATTEND

THE GAME..

THAT IS 11631/55338

11% WILLING TO ATTEND

5 GAMES

THAT IS 6093/55338

5% WILLING TO ATTEND 20 GAMES

THAT IS 2769/55338

2% ARE WILLING TO ATTEND

38 GAMES THAT IS 1107/55338

76% ARE WILLING TO PAY

FOR ATLEAST 10% MORE

FOR GRAND STAND SEATS

PRICE FIXING AND EXPECTED

REVENUE FROM SINGLEGAME BUYERS

80% ARE WILLING TO SPEND $10-$14

Therefore BLEACHER SEATS - $10GRANDSTAND SEATS -

$12

Revenue from tickets:$10-31%-3605$12-49%-5699(+)

9304

$36050$68388(+)

$104,438

Revenue From Concession:81% of 9304 buy ConcessionAt a margin of $2.34 per person

7536*$2.34= $17634

94% are willing to spend$8-$14

Therefore Bleacher seats- $8

Grandstand seats-$10

Revenue from tickets:

$8-19%- 1157$10-75%-4570(+)

5727

$9256$45700(+)

$54956

$54,956*5=274,780

Revenue From Concession:81% of 5910 buy ConcessionAt a margin of $2.34 per person

4787*$2.34*5= $56008

Price fixing and ExpectedRevenue from 20 game

buyers

92% are willing to buyAt least for $6

$6Bleacher seats and Grandstand seats

Revenue from tickets:

0.92*2769*$6=$15282$15,282*20=$305640

TOTAL EXPECTED TICKET REVENUE

$104,438+$274,780+$305,640+$137940

=$822798

TOTAL EXPECTED CONCESSION REVENUE

$17634+$56008+$99684+$71669

=$244995

TOTAL EXPECTED REVENUE

$1,067,793

THE END

SRIKARI SHARMA

MARKETING INTERNSHIP UNDERSAMEER MATHUR,IIM LUCKNOW