10 step Marketing Plan:10 step Marketing Plan:All- Around PitchingAll- Around PitchingTrainerTrainerBilly ChristopherBilly ChristopherSports MarketingSports MarketingNovember 2010November 2010
5 Steps of the Primary Target5 Steps of the Primary TargetMarket and PositioningMarket and Positioning 1. Primary Target Market: Baseball players1. Primary Target Market: Baseball playersand pitchers ages 9-45and pitchers ages 9-45 2. Needs, Wants, and Expectations: Want2. Needs, Wants, and Expectations: Wantto throw harder, better, and moreto throw harder, better, and moreaccurateaccurate 3. Competition: Wilson, Rawlings, and3. Competition: Wilson, Rawlings, andNikeNike 4. Where is the opportunity: It is a4. Where is the opportunity: It is apitching/ throwing trainer with all aspectspitching/ throwing trainer with all aspectsof the game in one itemof the game in one item 5. How big is the market: $600,0005. How big is the market: $600,000
5 steps for part 2 (Marketing Mix5 steps for part 2 (Marketing Mixand strategy)and strategy) 6. Product: An all in one baseball throwing6. Product: An all in one baseball throwingand pitching trainer.and pitching trainer. 7. Price: $207. Price: $20 8. Promotion: Commercials8. Promotion: Commercials 9. Place: Sports Authority and ESPN9. Place: Sports Authority and ESPN 10. Generic Winning Strategy: I will put10. Generic Winning Strategy: I will putmy product on commercials on ESPN somy product on commercials on ESPN sobaseball players will see it want it andbaseball players will see it want it andthen go to sports authority to buy it.then go to sports authority to buy it.
Positioning to the primary targetPositioning to the primary targetmarket (Part 1)market (Part 1)
My Primary Target Market is?My Primary Target Market is? 1. Demographic: My primary target1. Demographic: My primary targetmarket is age’s 9-45, male, middlemarket is age’s 9-45, male, middleto high class, all around the US,to high class, all around the US,single or married, and plays baseball.single or married, and plays baseball. 2. Lifestyle: Active baseball players2. Lifestyle: Active baseball players 3. Behavior: Play sports, active,3. Behavior: Play sports, active,belong to a school or town league.belong to a school or town league.
My Primary Target Markets Needs,My Primary Target Markets Needs,Wants, and ExpectationsWants, and Expectations My PTM’s NWEMy PTM’s NWE What are the needs: Needs to be a greatWhat are the needs: Needs to be a greatpitcherpitcher What makes someone choose yourWhat makes someone choose yourproduct: Wants to throw harder and moreproduct: Wants to throw harder and moreaccurateaccurate What do people expect from your product:What do people expect from your product:Expectations are to develop off-speedExpectations are to develop off-speedpitches, harder throws, and more accuratepitches, harder throws, and more accuratethrows.throws.
Direct & Indirect products thatDirect & Indirect products thataddress my Primary Targetaddress my Primary TargetMarkets Needs, Wants, andMarkets Needs, Wants, andExpectationsExpectations 1. Direct Competitors: Nike, Wilson,1. Direct Competitors: Nike, Wilson,Nakona, Easton and RawlingsNakona, Easton and Rawlings Indirect Competitors: SpeciallyIndirect Competitors: SpeciallyDesigned pitching baseballsDesigned pitching baseballs 2. Variables: Style, durability,2. Variables: Style, durability,performance, size, materials, andperformance, size, materials, andreputationreputation
Competitive Position MapCompetitive Position Map 1. Two most critical variables1. Two most critical variables Price vs. AgePrice vs. Age Price vs. ReputationPrice vs. Reputation
Competition MapCompetition MapRawlings Nakona Wilson Easton NikeDurabilityMarketShareStyleBrandRecognition
Position Map: Price vs. AgePosition Map: Price vs. Age$15.00$20.00$25.00$30.000-12 13-16 17-21 22-25 26-35Rawlings45%Wilson25%Easton15%Nike10%Nakona5%Pitching Trainer
Matrix for Second VariableMatrix for Second VariablePrice Vs. ReputationWilson25%Nike10%Rawlings45%Nakona5%Easton15%Pitching Trainer$15.00$20.00$25.0030.00Not Known Known Well Known Very Well Known
Identify the gap between customersIdentify the gap between customersand competitionand competition 1. Where is market opportunity:1. Where is market opportunity:Baseball training equipment.Baseball training equipment. 2. What NWE’s are not being2. What NWE’s are not beingaddressed: Throwing trainers usuallyaddressed: Throwing trainers usuallyare separately addressed in theare separately addressed in thedifferent aspects.different aspects. 3. What can be the unique selling3. What can be the unique sellingproposition for the new product: Thisproposition for the new product: Thisthrowing trainer is all in one.throwing trainer is all in one.
Estimate Market Size usingEstimate Market Size usingCompetitor DataCompetitor Data 1. Site sources:1. Site sources:https://www.fundinguniverse.com/company-hhttps://www.fundinguniverse.com/company-hhttp://wrightreports.ecnext.com/coms2/reportdehttp://wrightreports.ecnext.com/coms2/reportde 2. Comparison of other market leaders2. Comparison of other market leadersand find how you think your product canand find how you think your product canfit into the market: My product could takefit into the market: My product could takeup around 32% of the market.up around 32% of the market.
Estimate Size based on CustomerEstimate Size based on CustomerDataData Customers use it once a day if theyCustomers use it once a day if theypracticepractice They would have 2 per household ifThey would have 2 per household ifthey played baseball a lotthey played baseball a lot
Conclude market Size using the 2Conclude market Size using the 2sourcessources The market for baseball pitchingThe market for baseball pitchingtrainers is a small percentage in thetrainers is a small percentage in thewhole baseball market.whole baseball market.
Photo of Product CategoryPhoto of Product Category
Product Physical DescriptionProduct Physical Description My all-around baseball trainer is aMy all-around baseball trainer is aheavy blue baseball with coloredheavy blue baseball with coloredspots for fingers where you canspots for fingers where you canthrow off-speed pitches.throw off-speed pitches.
PricePrice My price is $20My price is $20 My product is all-around pitchingMy product is all-around pitchingtraining for players while most otherstraining for players while most othershave singular skill buildinghave singular skill building All-around pitching trainer will haveAll-around pitching trainer will havea smaller percentage than othera smaller percentage than otherproducts because it is a new productproducts because it is a new productin the baseball market.in the baseball market.
PromotionPromotion Advertising- ESPN commercials duringAdvertising- ESPN commercials duringbaseball games.baseball games. Sales Promotion- Newspaper adds acrossSales Promotion- Newspaper adds acrossthe countrythe country Public Relations-Spokesperson forPublic Relations-Spokesperson forcompanycompany Direct Marketing-Put the product in storesDirect Marketing-Put the product in storessuch as Sports Authority right away.such as Sports Authority right away. Personal Selling-Door to door salespeoplePersonal Selling-Door to door salespeople
Competitor PromotionCompetitor Promotion All of my competitors have websitesAll of my competitors have websitesand commercials on primetime TV.and commercials on primetime TV. My Communication stands outMy Communication stands outbecause my product can reach itsbecause my product can reach itsconsumers in many different ways.consumers in many different ways.
PlacePlace Location- My product will be available inLocation- My product will be available inpopular sporting good stores landpopular sporting good stores landwarehouses such as Sports Authority,warehouses such as Sports Authority,Olympia Sports, Modells, and BaseballOlympia Sports, Modells, and BaseballWarehouse.Warehouse. It will also be available nationwide allIt will also be available nationwide allacross the country.across the country. Method of Delivery- Shipping from myMethod of Delivery- Shipping from mycompany’s distributor when ordered on thecompany’s distributor when ordered on theinternet and then delivered to home andinternet and then delivered to home andstores.stores.
What is your generic winningWhat is your generic winningstrategy?strategy? Low Cost Producer: Use cheaper materialsLow Cost Producer: Use cheaper materialsbut keep the same price to make an evenbut keep the same price to make an evenhigher profit.higher profit. Supply and Distribution Leverages: Use aSupply and Distribution Leverages: Use anationwide distributor to ship the productnationwide distributor to ship the productin large quantities and fast.in large quantities and fast. Differentiation: The All-Around PitchingDifferentiation: The All-Around PitchingTrainer works on all aspects of pitching atTrainer works on all aspects of pitching atonce while competitors use singular skillonce while competitors use singular skilltrainer.trainer. Niche: Ages 12-25, Baseball trainingNiche: Ages 12-25, Baseball trainingequipment for pitchers.equipment for pitchers.