Dicks Sporting Goods

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Strategic Recommendations for Dick's Sporting Goods
-VCU Brandcenter

Published in: Sports, Business
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Dicks Sporting Goods

  1. 1. Evan Vosburgh Everett Ching Jacob Abernathy Chris Trumbull Krystal Plomatos David Canavan Hope Jordan Rachel Stallworth
  2. 2. Dick’s Sporting Goods S.W.O.T Team
  3. 3. Category Strategy Consumer Hitting a Grand Slam
  4. 4. Training for Game Day • 65 Surveys • In-Store Observations & Interviews • Web Crawling • Competitive Analysis
  5. 5. 76% of people surveyed agreed that, “I don’t see much of a difference”
  6. 6. 76% of people surveyed agreed that, “I don’t see much of a difference”
  7. 7. 76% of people surveyed agreed that, “I don’t see much of a difference”
  8. 8. Double Marked Large Format Sporting Specialty Sporting Mass Merchandisers Goods Stores Goods Stores
  9. 9. Why are you doing well?
  10. 10. Consumer Hitting a Grand Slam
  11. 11. Who Priority DSG Delivers: Team Families Place for one stop shopping Variety Looking good while working Ath-Leisure Brands out Products that will help them Sports Hobbyists enjoy the sports they love to Low expertise and variety watch and play Equipment that will make them High expertise and variety Competitive Enthusiasts formidable enough to compete Advanced level equipment and Competitive Elitists X a serious competitive edge
  12. 12. Athlete's Hierarchy of Needs Draft Pick Championship Ring Self-actualization Letter Jacket Esteem Personal Records Team Dinners, Halftime Huddle, Love/Belonging Spirit Bags Shin Guards, Jockstrap, Safety Mouth Guard Physiological Ball
  13. 13. Category Consumer Target the Fans and Just for Fun Hitting a Grand Slam
  14. 14. Sports for all?
  15. 15. Category Return to what sports are really about Consumer Target the Fans and Just for Fun Hitting a Grand Slam
  16. 16. Love of the game
  17. 17. What love of the game means • Own-able • Feeling we can rally around • Elevates the brand
  18. 18. Category Return to what sports are really about Strategy Consumer Target the Fans Stand for Love and Just for of the Game Fun Hitting a Grand Slam
  19. 19. Love of the game at every touch point Employee In-Store Outside the Experience Experience Walls
  20. 20. Where we Are
  21. 21. Where we Are
  22. 22. #1. Employee Experience • Higher Calling • DSG Playbook • Incentivized Ongoing Learning
  23. 23. #2. In-Store Utility Destination
  24. 24. #2. In-Store Functional Utility Destination
  25. 25. Interactive Tower
  26. 26. Play before you Pay
  27. 27. #3. Outside the walls • Know about you & what you are doing
  28. 28. #3. Outside the walls “If you did it and didn’t tell anybody, you didn’t do it.” -David Ogilvy
  29. 29. Measurability • Internal – Employee turnover & satisfaction surveys • In-Store – Foot Traffic & Equipment Demos • Outside the Walls – Web Metrics & PR
  30. 30. Category Return to what sports are really about Strategy Consumer Target the Fans Stand for Love and Just for of the Game Fun Hitting a Grand Slam

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