To date, the 3X3 format has gained considerable international exposure. It was a successful innovation at the Youth Olympic Games in 2010. In 2017, it featured at the Asia Cup. It featured for the first time as a medal event for both men and women in the 2020 Tokyo Olympics (that was delayed and held in 2021). Its inclusion in the Olympics presents basketball associations around the globe with a key opportunity to showcase the 3X3 format and garner grass-roots support.

Although the official game has been played internationally for a decade, it is just getting started locally and is in a new-product phase. In Australia, Champions League Basketball (CBL) launched the format in September, 2016 with a special event in Canberra. Since then, CBL has entered into strategic partnerships with state-based basketball associations such as Basketball Victoria and Basketball NSW.

Collectively these associations are investing the games growth. However, marketing the game is a challenge because organisers must build several different audiences simultaneously: players, spectators and sponsors; each with different demographic profiles, motivations and expectations. At the same time, care must be taken to avoid any prospect of alienating traditional audiences who remain loyal to the 5X5 format.

Australian organisers have been making considerable progress. From a zero base three years ago, the game has seen some 9,500 Australian players register. New recruits include elite players such as Hanna Zavecz, a former star player with the Australian Opals who describes the game as new and exciting, very physically demanding you have to battle to get every possession its such a tough game. In terms of the international rankings, Australia has improved its standing, breaking into the top 50 nations in 2018 and currently sitting at 25^th position.

Given that the format remains relatively new, organisers must continue to build on their success. Marketing activities include:

• Build and maintain awareness continue to create interest with the prospective players in order to attract the attract the best players and continue marketing to spectators to build a critical mass of support for the game. To accomplish this, organisers are currently focusing on media relations to engage sports journalists and social media (Facebook, Twitter and Instagram) to encourage dialogue with audiences as well as producing video content (See further resources below for examples).
• Stage basketball events to attract players, spectators and media interest. CBL and state-based associations have been running regular three-day events across metropolitan and regional Australia.
• Provide support to clubs or groups wanting to stage events (e.g. information packs, admin support)
• Build and maintain strategic partnerships continue building relationships with key partners such as Basketball Australia to ensure marketing activities are coordinated across the country.

Your task is to identify two (2) potential consumer market segments using relevant segmentation variables for Champions League Basketball by using information provided in the case and your understanding of the STDP framework. You are required to complete the table (in the answer sheet). (8 marks)

b. Based on your response to 2a, state, with justification, which consumer market segment including variables (from the two consumer markets identified) you think has the best potential to become Champions League Basketballs most attractive target market. (6 marks)

	Consumer Segment 1 Name	Consumer Segment 2 Name
Geographic Density	Urban/Suburban/Rural	Urban/Suburban/Rural
Demographic variable 1 name variable 2 name	Demographic variable 1 Demographic variable 2	Demographic variable 1 Demographic variable 2
Psychographic variable 1 name Variable 2 name	Psychographic variable 1 Psychographic variable 2	Psychographic variable 1 Psychographic variable 2
Behavioural variable 1 name variable 2 name	Behavioural variable 1 Behavioural variable 2	Behavioural variable 1 Behavioural variable 2

Table 1: Consumer segment overview