need help in Sports Marketing Plan homework. only plan 1 and 2 needed.
Momo07
sport_marketing_plan_requirment.docxNew Mexico State University College of Business
MKTG 354-M70: Sports Marketing
Online at: learn.nmsu.edu
REQUIREMENTS FOR SPORTS MARKETING PLAN
Marketing plans come in many shapes and sizes and can be developed with varying levels of detail or focus (i.e. organizational level, the business unit, the sports product/service, development of a new event, new communication campaign, etc.). The instructor has provided requirements for the assignment, but because each marketing plan is different, not all components will be appropriate or applicable to your sports marketing plan; students may include other elements they deem appropriate to reach their sport marketing plan objectives. The final marketing plan will be approximately 25-35 pages in length, but to help you accomplish this task the assignment has been broken down into five separate submissions each varying between 5-7 pages in length. Each submission will be returned with commentary to the student for revision purposes. The instructor will indicate which aspects of the plan require revision in subsequent submissions to provide an opportunity for the student to receive maximum credit.
All plans must include executive summary, milestones, timetables, and other ways to measure the success of the plan in meeting its goals.
Finally, students will have to include at least three of the following in their plans:
• consumer/market research;
• public relations, promotion, and or advertising plan;
• press kit
• advertising copy, flyer, and or web page design.
Students should report the primary and secondarysourcesin APA format used in their plans and should include at least 10 different sources in a bibliography or references section. Please use headings for the different sections. While not a requirement for credit, students may do original research through interviews with members of sport-related organizations, by conducting their own consumer/market research, and by other means they deem reasonable. Students should keep hard and electronic copies of all work submitted.
SPORTS MARKETING PLAN SUGGESTED OUTLINE
Sports Marketing Planning Steps:
Executive Summary
Table of Contents
1. Purpose
a. Define Vision and Mission
i. Corporate Vision
ii. Mission Statement
iii. Value Statement
b. Organizational Culture & Values
c. Marketing Goals
i. Marketing Mix Decisions
1. Product issues
2. Promotional issues
3. Pricing Issues
4. Place Issues
5. Platform Issues
d. Research Process
i. Problem Statement
ii. Research Objectives
iii. Methodology
iv. Data Collection Instrument
2. Product
a. GAP analysis
b. Market Entry Strategy
i. Major Barriers to Entry
ii. Alternative Strategies
c. Competitor Analysis
i. Competitors
ii. Offerings
iii. Price Comparison
d. Competitive Environment
i. Identify & Profile
1. Primary Competitors
2. Secondary Competitors
e. Market Segmentation & Targeting
i. Market Segmentation
ii. Identification of Target Segments & Customers
iii. Confirmation of Customer Needs
f. Definition of Offering
i. Prioritize Customer Needs
ii. Description of Offering
iii. Pricing Strategy
iv. Validation/Testing
3. Project the Market
a. PESTEL Analysis
b. SWOT Analysis
c. Customer Analysis
d. Product/Service Differentiation
e. Promotion of Product Values
f. Market Niche
i. Primary Market
ii. Secondary Market
iii. Tertiary Market
4. Market Positioning & Strategy
a. Unique Selling Position
b. Market Entry Strategy
i. Major Barriers
ii. Alternative Strategies
iii. Objectives
iv. Critical Success Factors
c. Marketing & Selling Model
i. Sales & Channel Strategy
ii. Sales force Organization
iii. Sales Metrics and Incentives
iv. Brand Strategy
v. Advertising & Promotion Strategy
d. Product Launch
i. Time-frame & milestones
ii. Potential risks/Bottlenecks
iii. Key Success Factors
iv. Marketing Action Plan
e. Operations & Organization
i. Organizational Structure
ii. R&D and Operations Model
1. Degree of Vertical integration
2. In-house vs outsource
iii. Human resources
iv. Culture & Management Style
v. Business systems & Processes
5. Players
a. Corporate Partnerships
b. Sponsorships
c. Community Relations and Outreach
d. Distribution Channels
6. Package
a. Product or Service Packages
b. Promotion of Product or Service Packages
7. Price
a. Price Competitiveness Analysis
b. Financial Analysis
i. Financial Model
1. Cost Structure
a. Operating Costs
b. Cost of Plan Implementation
2. Projected revenues and profits by segment
a. Price Schedules
3. Investment requirements and financing strategy
8. Promotion
a. Relationship Building and Management
b. Brand or Organizational Identity
i. Perceived Identity
ii. Identity management
1. Strategies
9. Place
a. Organizational Place
i. Where will you promote your organization, product, or service?
ii. How and when will you start your promotion?
iii. How can you distribute information about your service?
b. Venue/Host City Event Marketing
i. Contract Examples
ii. Volunteer Agreements
iii. Event Logistics
iv. License and Merchandise Agreement Mockups
10. Platform (Traditional or New Media)
a. Advertising Kit
i. Ad Copy
ii. Flyers
iii. Campaign
b. Consumer Market Research Analysis
i. Consumer Profiles
1. Demographic Profiles
2. Psychographic Profiles
c. Public Relations Examples
i. Launch
ii. Brand Awareness
iii. Crisis Management
1. Event issues
2. Athlete Issues
d. Press Releases
e. Social Media Campaigns
i. Twitter, Facebook, Instagram, Pinterest, etc.
1. Examples of communication on your selected platform
11. Promise
a. Assessment Plan
b. Measurement and Review of Marketing Tasks
