Fanatic Apparel
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Fanatic Apparel

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Presentation for a proposed Marketing Mix strategy from my Integrated Marketing Communications class

Presentation for a proposed Marketing Mix strategy from my Integrated Marketing Communications class

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  • Prime time, weekend day times and nightsSelective marketHelp visualize qualityPrime time, weekend day times and nightsReceptive fansNot as fragmented as normal radio
  • Newpaper- In season months-family age group, most upper class, slightly more females than in sports focused print (change the annual income)- Extensive penetration (Most reach online media in Chicago)-More receptive to advertisements2. – year roundMost selective and least intrusive- online sales push – we are good at?
  • In season monthsGeographic flexibility and local Frequently seeAbility to create awareness
  • PermanenceReach outside ChicagoYear roundaffordable

Transcript

  • 1. Fanatic Apparel
    BY:
    Ashley Lang, Jennifer Studer, Michael Pitterle and Sheena Smith
  • 2. Brief History
    2000
    Established Fanatic Apparel store in Chicago
    Started as a men’s sports apparel company and licensed distributor for Chicago Bears apparel and memorabilia
    2002
    Introduced small women’s sports apparel line
    2003
    Partnered with Sports Authority to sell Fanatic Apparel clothing lines
    2008
    Introduced small children’s line
    2010
    Integrating a full “sustainable” family line – Men, Women, and children’s sports apparel
  • 3. Fanatic Apparel Products
    Sustainable apparel line called BearyOrganic.
    Beary Organic product line consists of organically green:
    Hats/Caps
    Shirts
    Jersey’s
    Pants
    Socks
    Jackets
    Apparel line made of:
    100% Organic Cotton
    Bamboo
    Flax
    Soy
    Recycled Rubber
    Recycled Plastic Bottles
    Recycled Polyester
  • 4. Price Points
    • Price Points for BearyOrganic:
    $15-$450
    Due to the high manufacturing costs to produce organic textiles and reuse recycled goods, costs will be higher than the average apparel.
  • 5. Distribution
    Brick and Mortar- Located on 121 E. Ohio Street
    Internet Store
    (Illinois Locations Only)
  • 6. Target Market
    Bear’s fans in the Chicago-land area
    About 4.5 million people (61% of Chicago population)
    Demographic and psychographic factors:
    Who: Eco conscious single fans and fans with families
    Heavy focus on Women and those with Children
    Age: 24-54 years old
    Income: $32,000+
    Geographic: Chicago and surrounding areas
    Psychographic: lifestyle, football fans, tailgaters, sports fans
  • 7. SWOT Analysis
    Strengths
    Brand recognition
    Product development team
    Green line of clothing differentiates from competitors
    Short distribution time
  • 8. SWOT Analysis
    Weaknesses
    Seasonal product offering
    Customer service availability online
    Narrow focused product
    Cost to manufacture clothing
  • 9. SWOT Analysis
    Opportunities
    Expanding product lines
    Expanding to other teams apparel
    Expanding to other sports
    Opening new store locations
  • 10. SWOT Analysis
    Threats
    Other green clothing lines
    Poor team performance could lead to a downturn in sales
    Players could be traded
    Many competitors
  • 11. Competition
    Dick’s Sporting Goods
    Offer a broad assortment of brand name sports equipment, apparel, and footwear.
    21 stores in Illinois
  • 12. Competition
    Bears Pro Shop & store.chicagobears.com
    1.5 million visitors (events and attendance)
    “Offering you the latest in Bears merchandise for adults & children to show your support for the greatest franchise in the NFL, the Chicago Bears.”
  • 13. Competition
    Chicagoteamstore.com & retail locations
    Online store sells apparel for all Chicago sports teams
    2 retail stores (Wrigleyville and State Street)
  • 14. Competition
    All competitors positioning by product user
    Emphasize identification with sports fans, specifically Chicago sports fans
    Utilize a variety of media for both sales and advertising
    TV, Internet, E-mail, Radio, Catalog
  • 15. IMC Plan
    40% increase in overall sales during the football season as compared to last year
    5% increase in online sales during football games.
    After our stadium give-away, total sales increase of 10% for two months after
    60% of all sales from “sustainable” women’s and family apparel lines
  • 16. IMC Mix
    Geography
    Chicagoland area  
    Timeliness
    Chicago Bears season
    September – January
    Often during the actual game
     
    Stadium
    -Family day small merchandise items give away
    Store and website
  • 17. IMC Mix
    Television Commercials
    NBC
    Fox
    Comcast Sports Net
    Radio
  • IMC Mix
    Newspaper
    Chicago Tribune (print and internet)
    Affordable package
    Meets demographics
    Established readers
    Email Marketing
    Bears Direct
    Most selective and least intrusive
  • 19. IMC Mix
    Transit Advertising
    Ogilvie Train Station
    Package, posters and walkway displays
    Billboards
    Close to the stadium and store
    Kennedy Expressway
    Eisenhower Expressway
    Lake Shore Drive
  • 20. IMC Mix
    Magazine
    Chicago Athlete
    Back cover
    Affordable
    Internet-
    Facebook ads
    “Fans” of the Chicago bears
    Google search ads