ASSIGNMENT: MARKETING- MARKETING MANAGER ANALYSIS
REAL BUSINESS
For a large discount retail store like Target and Walmart, it can be difficult to get the marketing mix just right for a given product. There are so many products in the store fighting for the attention of customers. There is also the challenge of helping the suppliers of each product maximize their profits while making sure the store is making money. With so many things to consider, working in marketing for such a large business can be a challenge.
YOUR ROLE
You'll be acting as a Marketing Manager in the sporting goods section.
WHAT IS A MARKETING MANAGER?
Marketing Managers are responsible for developing, implementing and executing marketing plans, either for an entire organization or for particular categories or products within the organization, in order to attract potential customers and keep existing ones.
Their day-to-day tasks include managing and coordinating marketing and creative staff, leading market research to improve existing products and services, working with advertising agencies, and determining the best way to get products in front of customers.
As a marketing manager for a discount retail store in Brooklyn, you have been asked to evaluate a marketing plan for basketballs to ensure that the 4 P's of marketing are being applied well. Using your knowledge of the 4 P's and the best approach to generating sales, you'll take a look at a number of marketing recommendations and choose the approach that you believe will sell the most products.
INSTRUCTIONS
STEP 1: PRODUCT
In the Marketing Analysis Presentation provided by your marketing team, you'll see three different basketballs that need to be included in the product display on Slide 2. Each product has unique features.
• Based on the information provided about the customers that shop at the store location on Slide 3, choose the basketball that you think will sell the most.
Underline your selection:
• Basketball 1
• Basketball 2
• Basketball 3
Write 2-5 sentences explaining the rationale for your decision.
Based on the target consumer range 15-35 in age, I believe that basketball #2 will be the most successful at selling. I choose this ball because based on the median household income in the area. The price wouldn't be to high for people to purchase. The ball can be used indoors and outdoors which is convenient for the consumer.
STEP 2: PLACE
On Slide 4 of the Marketing Analysis Presentation, you'll see the results of a survey that asked potential buyers about where they are most likely to purchase these products.
• On Slide 4 of the Marketing Analysis Presentation, you'll see the results of a survey that asked potential buyers about where they are most likely to purchase these products. Underline your selection:
• Traditional Stores
• Online
Explain the rationale for your decision.
I think the customers would choose a store over buying online. I think they would want to touch and feel the product before buying. I believe that an actual store would be a better option for most. Also, with purchasing online you must wait for the item to ship.
STEP 3: PROMOTION
Slide 5 of the Marketing Analysis Presentation shows three recommended advertisements, including a special deal promotion, for the product that is expected to sell the best.
• Based on the information provided about the customers that shop at this store location on Slide 3, determine which promotional activity will sell the most product at this particular store. Underline your selection:
• Promotion 1
• Promotion 2
• Promotion 3
Explainthe rationale for your decision.
Everybody likes a sale price. I think that promotion 1 will sell the products the best because it takes the price down a bit.
STEP 4: PRICE
Look at the pricing options available for each of the three products together on Slide 6.
• Based on your knowledge of Pricing Strategies,choose the option that has the best pricing mix for all three products. Refer to the customer information on Slide 2, if needed.Underline your selection:
• Pricing Mix 1
• Pricing Mix 2
• Pricing Mix 3
Explainthe rationale for your decision.
Pricing mix one is the best deal. It is a lot cheaper than the other deals. More consumers will be able to afford the mix because it is within the price range for customers.
STEP 5: BRAND & SALES PITCH
The company that makes one of the basketballs is looking to rebrand the product. They have asked for your input on possible brands ideas.
• First, read the Brand Vision statement which summarizes the goal for the new brand. Then, look at the logo, name, and tagline recommendations. Which of the two brand directions do you think best meets the goals of the brand vision? Underline your selection:
• Brand Direction 1
• Brand Direction 2
Support your decisions.
The brand direction 2 best summarizes the goal for the new brand. It is for street ballers. This logo represents people who play basketball outdoors.
• Second, write a sales pitch that you would use to try to convince someone to purchase this product.
If you are a street ball player or enjoy watching the sport come down and purchase on of our authentic balls to play with.