Download - The Springfield Noreasters
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Springfield Nor’easters
Marketing Plan
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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
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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
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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
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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
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Objectives
Objectives:Break even through sales of tickets and concessionsBuild team’s brand awareness through events/experiences
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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
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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
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Place Strategy
Distribution:Relatively selective, solely through the box office at the
stadium and online
Consistency with positioning-Community basedConvenience (online)
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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
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Action Plans
Summer eventFall eventWinter eventSpring eventsRestaurant and local business sponsors events
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Summer Event
Announced through official press releaseTeam will build float for town’s 4th of July ParadeBuild awareness
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Fall Event
Booth at local town’s fall carnivalWill include information about the team Provide games
Dunk team members in water for prizes
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Winter EventTeam will sponsor holiday event in the town’s center
square
Events includes:Christmas tree lightingSnowball fights against playersSledding, snowman building, ice sculpting
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Spring Events
Invite town to spring trainingMeet and greets with the playersQ and ASponsor the local Little League organization
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PR for events
0 Local radio ads for quarterly events0 4 weeks prior
0 Local radio ads for bi-weekly events0 Week prior
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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
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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
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How much money is
needed from ticket sales
and concessions to cover
fixed cause?
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$1,961,379(Less)
Player’s Salaries-$887,000Bats and Balls-$22,500
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Fixed Cost=$1,051,879(Less)
Revenues FromNearby Colleges-$21,000
Sponsorship-$25,000
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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%
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$1,005,879 REVENUE
MUST COME FROM
TICKETS AND SALES
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PRICE FIXING AND
KEY RESOUCES
FROM THE SURVEY…..
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21% WILLING TO ATTEND
THE GAME..
THAT IS 11631/55338
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11% WILLING TO ATTEND
5 GAMES
THAT IS 6093/55338
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5% WILLING TO ATTEND 20 GAMES
THAT IS 2769/55338
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2% ARE WILLING TO ATTEND
38 GAMES THAT IS 1107/55338
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76% ARE WILLING TO PAY
FOR ATLEAST 10% MORE
FOR GRAND STAND SEATS
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PRICE FIXING AND EXPECTED
REVENUE FROM SINGLEGAME BUYERS
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80% ARE WILLING TO SPEND $10-$14
Therefore BLEACHER SEATS - $10GRANDSTAND SEATS -
$12
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Revenue from tickets:$10-31%-3605$12-49%-5699(+)
9304
$36050$68388(+)
$104,438
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Revenue From Concession:81% of 9304 buy ConcessionAt a margin of $2.34 per person
7536*$2.34= $17634
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94% are willing to spend$8-$14
Therefore Bleacher seats- $8
Grandstand seats-$10
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Revenue from tickets:
$8-19%- 1157$10-75%-4570(+)
5727
$9256$45700(+)
$54956
$54,956*5=274,780
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Revenue From Concession:81% of 5910 buy ConcessionAt a margin of $2.34 per person
4787*$2.34*5= $56008
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Price fixing and ExpectedRevenue from 20 game
buyers
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92% are willing to buyAt least for $6
$6Bleacher seats and Grandstand seats
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Revenue from tickets:
0.92*2769*$6=$15282$15,282*20=$305640
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TOTAL EXPECTED TICKET REVENUE
$104,438+$274,780+$305,640+$137940
=$822798
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TOTAL EXPECTED CONCESSION REVENUE
$17634+$56008+$99684+$71669
=$244995
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TOTAL EXPECTED REVENUE
$1,067,793
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THE END
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SRIKARI SHARMA
MARKETING INTERNSHIP UNDERSAMEER MATHUR,IIM LUCKNOW