This is a part of a marketing campaign project. The following are instructions for this section:
Marketing strategy consists of the complete plan for accomplishment of the organization’s
mission and stated objectives. In other words, this is your action plan!
a. Traditional Market Strategies:
i. New market penetration
1. First may be best / but risky
2. Can “fix” positioning in minds of consumer
3. Have existing sport consumers buy at a higher rate (escalator concept
based on usage rates) ex: Health Club members-retention
ii. Market expansion
1. Goal is to increase current product sales to new sport customers –
increase market share
2. Create new promotions/develop awareness
iii. Product Development
1. Create new products for existing customers (product line extensions)
2. What other products do sport customers need to satisfy their “sport
product consumption experience”?
iv. Diversification
1. New products for new sport consumers
2. Niche Marketing-target small, definable segment of specialized
consumers
b. Brand Management
i. Meaning and value of brand
ii. Positioning
iii. Team as Brand-high loyalty
c. Relationship Marketing
i. Interactions between company and consumer
ii. Touch points / one-to-one
iii. Cut through mass media marketing clutter
d. Tribal Marketing
i. Focuses on connections between consumers
ii. Survive on emotional connections
iii. Linked by a shared passion/emotion
Attached will be two documents from the previous two parts of the project. The on saved as pt1 is the first part and pt2 is the second portion. This is the third installment of the project.
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