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Asp Hawaii Promotion Plan


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Asp Hawaii Promotion Plan

  1. 1. Promotion Plan ASP Hawaii<br />By <br /> <br />Paul Vella, Christian Tuyay<br />Yu-Chi Chu, Yu-Chi Hsu, and<br />Mai-Karin Midttun<br />
  2. 2. Agenda<br /><ul><li>Company introduction
  3. 3. Situation analysis
  4. 4. Promotion objectives
  5. 5. Promotion strategies
  6. 6. Promotion plan</li></li></ul><li>ASP(Association of Surfing Professionals)<br /><ul><li>Originated in Australia in 1976
  7. 7. Promotes world champion suring contests
  8. 8. Has divisions in seven regions
  9. 9. Australia, Europe, North America, Hawaii, </li></ul> Soth American, Africa, and Japan<br /><ul><li>Expanded the competition to include all disciplines of </li></ul> the sport in 2007<br /><ul><li>Added World Longboard Tour, Billabong World </li></ul> Junior Championships, and female professional sufers<br />
  10. 10. Contests of ASP<br />
  11. 11. Situation Analysis Internal Environment<br />Mission<br /> To promote the interest of professional sufers by <br /> offring sponsorships and providing different surfing <br /> contests.<br />Objectives<br /> Basic objective: to help surfers to do what tehy love, SURFING! <br /> Future vision: to have a strong reconviction of professional <br /> sufers worldwide<br />
  12. 12. Situation Analysis Internal Environment<br />Current Marketing Strategies<br /><ul><li> Posted the sponsors’ advertisements at the surfing events
  13. 13. Provided surfing information on the website</li></ul>Surfers<br /><ul><li> Numerous surfers
  14. 14. Uses a rating system to rank the sufers
  15. 15. Ranked according to group, age, and gender </li></li></ul><li>Situation Analysis External Environment<br />Nature, Market shares and buyers<br /><ul><li> Recruits professional and amateur surfers
  16. 16. Supporting young surfers
  17. 17. Seeks sponsors to generate income </li></ul>Primary Competitors<br /><ul><li> HSA-Hawaii Surfing Association: holds 10-15 surfing </li></ul> events per year, biggest sponsor: Hard Rock Cafe<br /><ul><li> NSSA-National Scholastic Surfing Associaiton: holded 5 </li></ul> major surfing contests, biggest sponsor: Nike<br />
  18. 18. Situation Analysis External Environment<br />Economic Environment<br /><ul><li> The expense of sufers: surf board, enter fee of contests
  19. 19. Contest prize
  20. 20. Contest costs</li></ul>Technological Environment<br /><ul><li> Contest:</li></ul> Manpower: lifeguards, referees, securities, and master of <br /> ceremonies<br /> Equipment: security boats, hi-fi speakers, and outdoor stages<br />
  21. 21. Situation Analysis External Environment<br />Regulatory Environment<br /><ul><li> ISA-International Surfing Associaion, which is recognized by </li></ul> international Olympic Committee (IOC), IOC has the right to <br /> govern all wave riding activities<br />Social and Cultural Environment<br /><ul><li> Safty concerns
  22. 22. No gender and age limit
  23. 23. Could be accepted by any culture and race</li></li></ul><li>SWOT- Analyze <br />Strengths<br />Favorable Market position<br />Local presences <br />Experience over 25 years<br />Growing sport<br />No limit in age and gender<br />Non-profit organization<br />Multiple division event – lower overall cost<br />Weaknesses<br />Highly regional<br />Lack of brand recognition<br />Events are depending on weather – water swells<br />Dependent on sponsors<br />Cost and production of webcasting<br />
  24. 24. SWOT-Analyze cont. <br />Opportunities<br />Significant upside potential <br />Technological advantages<br />Entered the Social network : Facebook group<br />Threats<br />Limited barriers to entry<br />Loss of event to competitors<br />Competing with other regions for the same sponsors <br />
  25. 25. Promotion Objective<br />Promotion ideas for the ASP<br /><ul><li>Continue to promote ASP Hawaii tours
  26. 26. Continue to seek sponsor based on surf clothing and energy </li></ul> drinks companies <br />Set promotion objectives<br /><ul><li>The promotion efforts for ASP Hawaii are to continue to find sponsorships to hold events and to provide as much opportunities for Hawaii Amateurs and Professionals to develop their skills and succeed at the highest level</li></li></ul><li>Brainstorming ideas to increase the surfer’s development<br />
  27. 27. Promotional Strategies <br />Leverage existing ASP market position and network developed over the past 20 years with a focus on a “leverage salesforce strategy” <br />ASP has a strong market presence in Hawaii promoting surfing events for 20 years<br />Continue to promote the ASP brand within the surfing community by advertise in surfing trade publications & ASP website <br />Foundation of ASP product (advertising venue or communication channel for Hawaii Businesses) is their viewer base or following<br />Expansion of ASP viewer base will improve the value of the ASP product. <br />Stronger value and client benefits enable ASP to charge higher sponsorship fees. <br />
  28. 28. Promotional Strategies – Leverage Salesforce<br />Leverage Salesforce concept focuses on salespeople on selling more complex and customized products to large accounts<br />Advertising industry is highly competitive and sensitive to economic changes<br />Business development requires a dedicated & knowledgeable sales team<br />A successful business development strategy expands beyond the Marketing and Sales Dept and requires a company wide focus (especially Executives) <br />Capital investment in training is required to be successful <br />Expansion of the sales team is necessary to properly service existing relationships and prospects new accounts<br />
  29. 29. Promotional Strategies – Sales Force <br />The sales force will be tasked with responsibility to expand client base and grow advertising income. <br />Saleforce Strategy<br />Identify prospective companies that have the financial wherewithal and which will benefit from advertising with ASP<br />Communicating the ASP brand & benefits to existing prospective clients. <br />Develop & present sales proposals to clients. <br />Managing and maintaining existing client relationships.<br />
  30. 30. Executive summary <br />Association of Surfing Professionals (ASP) is a non-profit organizations formed in 1976 to protect the interest of professional surfers. ASP Hawaii is one of ASP`s division, and are located on Oahu Hawaii. ASP have done a great job promoting the surf industry and create contests, HOWEVER there is still low awareness of ASP which has result in lack of sponsors. Therefore we recommend that ASP Hawaii to hire a sales person with industry expertise and market insight. And to use a leveraged sales force approach to increase advertising fee income from event sponsorships, which is the key component of ASP’s revenues. The mission is to get sponsors and increase sales revenue by 10% growth and net income with 5% growth from prior fiscal year. The detail of which is followed<br />
  31. 31. Action Plan- Process<br />
  32. 32. Action Plan- Sales Force<br />
  33. 33. Action Plan – Purpose & Overview<br />Purpose of the Action Plan is to provide a detailed step by step process to implement promotional strategy<br />Action plan focuses on the training & development of sales team and the specific approach for business development<br />