MARKETING MANAGER ANALYSIS

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Marketing Analysis BASKETBALLS AT BROOKLYN RETAIL STORE

Basketball 1

WI LSON COU RTS I DE B ROOKLYN N ETS OUTDOOR RU B B E R BAS KETBALL

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

S PALDI NG I N DOOR/OUTDOOR BAS KETBALL

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.

PRODUCT DESCRIPTIONS

Basketball 3

S PALDI NG OF F ICIAL N BA BAS KETBALL

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!

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Wholesale Cost: $12.00 Wholesale Cost: $25.00 Wholesale Cost: $89.99

CUSTOMER PROFILE

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• 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

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I value convenience over being

able to touch and feel products

before purchasing

When I shop, I usually know

exactly the product I want

I don’t like to wait for a product

when I decide I need it

I like to investigate numerous

options prior to purchasing

I prefer to see, touch and test a

product prior to purchasing

I typically remain attached to

one product versus shopping for

alternatives

Target Customers (%)

STRONG LY DISAG RE E

DISAG RE E N E ITH E R AG RE E NOR DISAG RE E

AG RE E STRONG LY

AG RE E

18 36 21 17 8

8 28 38 14 12

12 16 23 32 17

12 14 18 21 35

16 14 18 21 31

32 22 14 18 14

POTENTIAL PROMOTIONAL OFFERS

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Promotion 1 Promotion 2 Promotion 3

PRICING OPTIONS

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Pricing Mix 1

Pricing Mix 2

Pricing Mix 3

WI LSON COU RTS I DE B ROOKLYN N ETS OUTDOOR RU B B E R BAS KETBALL

$29.99

WI LSON COU RTS I DE B ROOKLYN N ETS OUTDOOR RU B B E R BAS KETBALL

$19.99

WI LSON COU RTS I DE B ROOKLYN N ETS OUTDOOR RU B B E R BAS KETBALL

$9.99

S PALDI NG I N DOOR/OUTDOOR BAS KETBALL

$29.99

S PALDI NG I N DOOR/OUTDOOR BAS KETBALL

$39.99

S PALDI NG I N DOOR/OUTDOOR BAS KETBALL

$44.99

S PALDI NG OF F ICIAL N BA BAS KETBALL

$89.99

S PALDI NG OF F ICIAL N BA BAS KETBALL

$129.99

S PALDI NG OF F ICIAL N BA BAS KETBALL

$179.99

BRAND VISION: WILSON STREET

Our vision is to be the leading brand for outdoor, street ball enthusiasts by providing basketballs specifically

designed to meet their needs.

DescriptionBrand Component

PU RPOS E

DE MOG R APH IC

CHAR ACTE R

ESS E NCE

RE ASON TO B E LI E VE

14-25, male

Passion, authenticity, grittiness, spontaneity

By players, for players

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.