Fanatic Apparel


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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
  • Fanatic Apparel

    1. 1. Fanatic Apparel<br />BY:<br />Ashley Lang, Jennifer Studer, Michael Pitterle and Sheena Smith<br />
    2. 2. Brief History<br />2000<br />Established Fanatic Apparel store in Chicago<br />Started as a men’s sports apparel company and licensed distributor for Chicago Bears apparel and memorabilia<br />2002<br />Introduced small women’s sports apparel line<br />2003<br />Partnered with Sports Authority to sell Fanatic Apparel clothing lines<br />2008<br />Introduced small children’s line<br />2010<br />Integrating a full “sustainable” family line – Men, Women, and children’s sports apparel <br />
    3. 3. Fanatic Apparel Products<br />Sustainable apparel line called BearyOrganic.<br />Beary Organic product line consists of organically green:<br />Hats/Caps<br />Shirts<br />Jersey’s<br />Pants <br />Socks<br />Jackets<br />Apparel line made of:<br />100% Organic Cotton<br />Bamboo<br />Flax<br />Soy<br />Recycled Rubber<br />Recycled Plastic Bottles<br />Recycled Polyester<br />
    4. 4. Price Points<br /><ul><li>Price Points for BearyOrganic:</li></ul>$15-$450<br /> Due to the high manufacturing costs to produce organic textiles and reuse recycled goods, costs will be higher than the average apparel. <br />
    5. 5. Distribution<br />Brick and Mortar- Located on 121 E. Ohio Street<br />Internet Store<br /> (Illinois Locations Only)<br />
    6. 6. Target Market<br />Bear’s fans in the Chicago-land area<br />About 4.5 million people (61% of Chicago population) <br />Demographic and psychographic factors:<br />Who: Eco conscious single fans and fans with families<br />Heavy focus on Women and those with Children<br />Age: 24-54 years old<br />Income: $32,000+<br />Geographic: Chicago and surrounding areas<br />Psychographic: lifestyle, football fans, tailgaters, sports fans<br />
    7. 7. SWOT Analysis<br />Strengths<br />Brand recognition<br />Product development team<br />Green line of clothing differentiates from competitors<br />Short distribution time<br />
    8. 8. SWOT Analysis<br />Weaknesses<br />Seasonal product offering<br />Customer service availability online<br />Narrow focused product<br />Cost to manufacture clothing<br />
    9. 9. SWOT Analysis<br />Opportunities<br />Expanding product lines<br />Expanding to other teams apparel<br />Expanding to other sports<br />Opening new store locations<br />
    10. 10. SWOT Analysis<br />Threats<br />Other green clothing lines<br />Poor team performance could lead to a downturn in sales<br />Players could be traded<br />Many competitors<br />
    11. 11. Competition<br />Dick’s Sporting Goods<br />Offer a broad assortment of brand name sports equipment, apparel, and footwear.<br />21 stores in Illinois<br />
    12. 12. Competition<br />Bears Pro Shop &<br />1.5 million visitors (events and attendance)<br />“Offering you the latest in Bears merchandise for adults & children to show your support for the greatest franchise in the NFL, the Chicago Bears.”<br />
    13. 13. Competition<br /> & retail locations<br />Online store sells apparel for all Chicago sports teams<br />2 retail stores (Wrigleyville and State Street)<br />
    14. 14. Competition<br />All competitors positioning by product user<br />Emphasize identification with sports fans, specifically Chicago sports fans<br />Utilize a variety of media for both sales and advertising<br />TV, Internet, E-mail, Radio, Catalog<br />
    15. 15. IMC Plan<br />40% increase in overall sales during the football season as compared to last year <br /> 5% increase in online sales during football games. <br />After our stadium give-away, total sales increase of 10% for two months after<br />60% of all sales from “sustainable” women’s and family apparel lines<br />
    16. 16. IMC Mix<br />Geography<br />Chicagoland area  <br />Timeliness<br />Chicago Bears season <br />September – January<br />Often during the actual game<br /> <br />Stadium<br />-Family day small merchandise items give away<br />Store and website<br />
    17. 17. IMC Mix<br />Television Commercials<br />NBC<br />Fox<br />Comcast Sports Net<br />Radio <br /><ul><li>670 AM
    18. 18. 780 AM</li></li></ul><li>IMC Mix<br />Newspaper<br />Chicago Tribune (print and internet)<br />Affordable package<br />Meets demographics<br />Established readers<br />Email Marketing<br />Bears Direct<br />Most selective and least intrusive <br />
    19. 19. IMC Mix<br />Transit Advertising<br />Ogilvie Train Station<br />Package, posters and walkway displays<br />Billboards <br />Close to the stadium and store<br />Kennedy Expressway<br />Eisenhower Expressway<br />Lake Shore Drive<br />
    20. 20. IMC Mix<br />Magazine<br />Chicago Athlete<br />Back cover<br />Affordable <br />Internet-<br />Facebook ads<br />“Fans” of the Chicago bears<br />Google search ads <br />