BUS 508 Assignment 3
BASKETBALLS AT BROOKLYN RETAIL STORE
PRODUCT DESCRIPTIONS
Basketball 1
WILSON
COURTSIDE BROOKLYN
NETS OUTDOOR RUBBER
BASKETBALL
Show off
your love for the Brooklyn Nets
with this official Nets branded basketball.
This ball is constructed from rubber for
maximum bounce, making it ideal for street
ball. It has an exclusive dual-density cover
for a soft, cushioned feel with wrap-around
channels designed for outdoor use. The ball
measures 29.5 inches and is slightly lighter
than an official NBA ball.
Basketball 2
SPALDING
INDOOR/OUTDOOR
BASKETBALL
Built using a composite leather cover, the
Spalding official-size NBA basketball looks
and feels like an official NBA ball. The ball
also includes a foam-backed design with
full ball pebbling, helping it stand up to the
challenge of competitive play while
maintaining a soft, tacky feel. Best of all,
the ball is designed for use both indoor and
outdoor use, so you can bring it to the
YMCA or the playground.
Basketball 3
SPALDING
OFFICIAL NBA
BASKETBALL
Look and feel like a pro with this NBA
official game ball. This is the exact same
ball used in NBA games night after night,
complete with the NBA log and twitter
handle. It has a full grain horween leather
cover, for superior texture and feel.
Designed for indoor use only. If you’re
looking for the real deal, look no further –
this is it!
Wholesale Cost: $12.00
Wholesale Cost: $25.00
Wholesale Cost: $89.99
CUSTOMER PROFILE
· Target customer age: 15-35 years
· 70% male
· Median household income of $55,000
· 90% of customers live within a 5 mile radius
· 80% of customers actively participate in sports; of those, 50% play basketball at least once a week
· There is a YMCA one block away with an indoor basketball court; many customers are members
· There are 14 outdoor basketball courts within a 10 mile radius of the store; many customers play in pickup games regularly
· 40% of customers consider themselves “strong supporters” of the Brooklyn Nets
POTENTIAL BUYER SURVEY
|
|
|
T |
arget Customers ( |
%) |
|
|
|
STRONGLY DISAGREE |
DISAGREE |
NEITHER AGREE NOR DISAGREE |
AGREE |
STRONGLY AGREE |
|
I value convenience over being able to touch and feel products before purchasing |
18 |
36 |
21 |
17 |
8 |
|
When I shop, I usually know exactly the product I want |
8 |
28 |
38 |
14 |
12 |
|
I don’t like to wait for a product when I decide I need it |
12 |
16 |
23 |
32 |
17 |
|
I like to investigate numerous options prior to purchasing |
12 |
14 |
18 |
21 |
35 |
|
I prefer to see, touch and test a product prior to purchasing |
16 |
14 |
18 |
21 |
31 |
|
I typically remain attached to one product versus shopping for alternatives |
32 |
22 |
14 |
18 |
14 |
POTENTIAL PROMOTIONAL OFFERS
Promotion 1 Promotion 2 Promotion 3
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PRICING OPTIONS
Pricing Mix 1
|
WILSON COURTSIDE BROOKLYN NETS OUTDOOR RUBBER BASKETBALL $29.99 |
SPALDING INDOOR/OUTDOOR BASKETBALL $29.99 |
SPALDING OFFICIAL NBA BASKETBALL $89.99 |
Pricing Mix 2
|
WILSON COURTSIDE BROOKLYN NETS OUTDOOR RUBBER BASKETBALL $19.99 |
SPALDING INDOOR/OUTDOOR BASKETBALL $39.99 |
SPALDING OFFICIAL NBA BASKETBALL $129.99 |
Pricing Mix 3
|
WILSON COURTSIDE BROOKLYN NETS OUTDOOR RUBBER BASKETBALL $9.99 |
SPALDING INDOOR/OUTDOOR BASKETBALL $44.99 |
SPALDING OFFICIAL NBA BASKETBALL $179.99 |
BRAND VISION: WILSON STREET
|
Brand Component |
Description |
|
PURPOSE |
Our vision is to be the leading brand for outdoor, street ball enthusiasts by providing basketballs specifically designed to meet their needs. |
|
DEMOGRAPHIC |
14-25, male |
|
CHARACTER |
Passion, authenticity, grittiness, spontaneity |
|
ESSENCE |
By players, for players |
|
REASON TO BELIEVE |
Most brands design basketballs for indoor and light outdoor use. Few brands have designed basketballs around the outdoor, street ball culture embodied in many American cities and emulated across the country. |
Brand Direction 1
REC LEAGUE
LET’S BALL.
Brand Direction 2
RUCKER PARK
WE GOT NEXT.
Rec League represents the wide array of informal basketball cultures and
captures the essence of impromptu basketball games all across America.
Inspired by the famous court in Harlem, Rucker Park embodies the iconic
culture of pick-up games and their influence on basketball culture.
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STRAYER UNIVERSITY | COPYRIGHT © 2016. ALL RIGHTS RESERVED. 2
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