Final Project & Presentation

MKTG $1056-$ Sports, Entertainment & Event Marketing

Overview

This assignment consists of developing a marketing plan for a new product. Each group is to develop a new product and marketing plan for either an existing sport brand or for a new organization created by the group. An example would be a new type of product would be a newly developed hockey stick created by Reebok or a new type of ticket package created by a new NFL expansion team.

Project Teams

Students will work in groups of three $(3)$ to six $(6)$ for this assignment. Students may net complete this assignment as an individual. Students will self$-$select team members. However, the instructor reserves the right to add or remove members from the group as required.

Components

Develop a Product. Select a product offering for your sport brand. Detail your product offering themes, variety of options available, and include several specific features and benefits. A justification for the product offering and its appeal to the target market should be included.

SWOT Analysis. A listing of multiple relevant points for each SWOT component. Include implications for the plan.

Competitive Analysis. Identify the competition. Pick the top $3$ competitors for the new product and parent company and include an evaluation of each competitor's Marketing Mix.

Customer Segmentation Analysis. Develop a customer segmentation and target market analysis. Profile each customer segment. Include an analysis of each segment and a discussion of what would need to be done to satisfy each of these segments if they were chosen as a target market. Identify the target market strategy to be utilized along with the target market$($s$)$ chosen and include justification on the decision.

Develop three goals and corresponding objectives for the product.

Pricing. Select a pricing strategy and develop a pricing plan based on this strategy. A justification for the pricing strategy$/$plan and its applicability to the target market should be included. Link your analysis to case facts.

Distribution Decisions. Select a target location and a name for the product. A justification for the location and name and its appeal to the target market should be included. Finally, identify the different ways the business's products will be distributed to customers. Justify your decisions.

Marketing Communications Plan. Include recommendations for advertising and promotion of the new business. Justification for any recommendations should be included. Creativity is encouraged and sketches$/$mockups can be included where appropriate. Relevant items could include design elements, signage, social media campaigns$/$posts$,$ sales promotions, videos, website content, contests, mobile marketing, broadcast, print, outdoor, and$/$or other relevant tactics.