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  • We need to learn about existing consumers in order to figure out just how much they know about the Clippers so we can find an appropriate approach to tap into that market. By researching market segments as well as the best and worst segments to target, we can recommend consumers to the Clippers should focus on will likely change from current positioning strategies. After finding the best segments to target, research will turn to studying the demographics, preferences, and lifestyles of these segments. Figuring out if consumers are knowledgeable about the teams history and tradition will help determine which segment to better target. We will targeting NBA fans for selling tickets, the female market segment because this is a largely untapped demographic within the LA area and is interested in attending NBA games. Middle income families will be the most highly targeted segment for the Clippers because of the price of tickets to attend games, as well as college students because of the ease of access for our group of getting to them.
  • The problem the Clippers are facing is Convincing people in the Los Angeles area that a Los Angeles Clippers game is the best of these entertainment options. Within the LA area there are 9 professional sports franchises as well as countless other entertainment options for people to attend or visit such as: Concert, Restaurants, Disneyland, Nightclubs, sightseeing, shopping, and countless other options. By determining the brand awareness level people have with the Clippers, we are able to find the market potential when determining the right segment and demographic to approach.
  • Participants for the survey included: Randomly asked participants, families, classmates, friends, as well as a posting on Facebook. The pregame survey was taken 148 times by 148 individuals. The respondents were all over the age of sixteen. The income level, gender and other demographic variables varied significantly among our respondents, creating an objective and unbiased set of responses. People were generally willing to help take the survey without having to create some type of incentive such as the chance to win a free gift card. The results of this survey allowed for cross-tabulations and various frequency percentages. The objectives included were identifying why Clippers fans, sports enthusiasts, and general entertainment seekers chose to attend games; what drew these people to the events besides being interested in seeing a live sporting event; what the most popular age and income level associated with attending Clippers games was

presentation (6) presentation (6) Presentation Transcript

  •  •Learning about existing consumers •Market Segments •Online Communities •Team History Demographics •Fans of NBA •Female Segment •Middle Income Families •College Students
  • •Convincing people in the Los Angeles area that a Los Angeles Clippers game is the best of these entertainment options Other Options Brand Awareness •Helps figure out level of awareness in LA •Find market potential •Find areas that need improvement 51 37 94 42 83 66 68 0 20 40 60 80 100 Attending Sporting Events Watching Sporting Events Dining Bars/Nightclubs Shopping Sightseeing Seeing a Movie Nightlife Preferences Count
  • Participants for the survey included: Randomly asked participants, families, classmates, friends, as well as a posting on Facebook. Research Question Why Clippers fans, sports enthusiasts, and general entertainment seekers chose to attend games; what drew these people to the events besides being interested in seeing a live sporting event; what the most popular age and income level associated with attending Clippers games was
  •  Survey developed through Fluid Surveys  12 questions  Questions based on: › Demographics › Impressions of Staples Center › Opinions about LA Clippers  Sample size: 106 female, 44 males  Results tabulated through SPSS stats focused on cross tabulations
  • 61.9% of Women and 55.2% of Men surveyed, enjoyed watching basketball the most Majority of respondents made $10,000 dollars or less annually, majority of which are college students 31 % of respondents aged 21-25 rated live sporting events as their favorite form of entertainment 31.75% of 21-25 year olds believe the Clippers play well
  • 20 62 36 31 0 20 40 60 80 Hockey Basketball Baseball Soccer Favorite Sports to Watch? 56 69 39 22 36 107 47 3 0 20 40 60 80 100 120 The Competition Get out of the house/ Entertainment I only go to see my favorite sports For the sport in general, not opponent Family bonding Social activity The ambiance/ fan fare To see the cheerleaders/half-time show Why do you attend sporting events?
  • 67 5 14 12 9 9 68 15 4 13 13 0 10 20 30 40 50 60 70 80 LA Live The Arena Club Drinks/Bar Concession Stands The Team Store Safety Atmosphere Quick Food Choices Exclusive Dining Seating Arrangemnet Seat Comfort What do you like about STAPLES Center? 42 60 43 4 9 6 8 74 0 20 40 60 80 Parking Availibitly Parking Price Crowds Seat Discomfort Food Choices Seating arrangemnet Unsafe feeling Traffic What do you dislike about STAPLES Center?
  • 31.9% of 21-25 year olds felt the Clippers played well. Overall impression: 38% of respondents never watched a game before 31.9% of 21-25 year olds never watched a Clippers game before 36.4% of 50 years and older have started following the Clippers since they improved The Clippers
  • •Targeting younger age groups •Ticket promotions through University websites and student centers •Continued focus on promotion of Staples Center as a venue and entertainment at L.A Live •Continuing and further promotion through social media
  •  Respondents thought the following could be changed or improved › More in game › Better food selections for upper level ticketholders (more concession carts and possible vending machines)  90% of respondents enjoyed themselves at the game  38% used public transportation while 62% drove or carpooled  Only 2% of respondents entertained themselves post game while 98% of respondents entertained themselves before the game in the following ways › Lunch/dinner › Sightseeing
  • Posting ticket announcements on CSUF website Word of mouth (friends and family) Social Media, particularly Instagram Facebook Upper level seating as a selling point Selling to older age groups Craigslist
  •  Implementing our marketing plan, all tickets were sold › 88 total tickets sold  Los Angeles and Orange County Demographic Research was an immense resource  Survey results, pre and post game, gave valuable insights and selling points to use.