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Harvard Business School’s Springfield Nor’easters Case

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Harvard Business School’s Springfield Nor’easters Case

  1. 1. Overview 0 Minor league baseball team 0 Single-game tickets at $6.00 a piece 0 Target Market: 0 Families 0 Population in Springfield- 55,000 0 Positioning: 0 Local, affordable entertainment for the whole family 0 Distribution: 0 Tickets sold at box office and team website
  2. 2. Marketing Plan 0 Promote team through various events throughout the year 0 Get community involvement before the start of the season 0 Events create unique and memorable experiences that other IMC tools cannot
  3. 3. Opportunities/Threats 0 Threats: 0 Other affordable entertainment: 0 Movies, bowling, theatre, etc. 0 Professional sports teams 0 Opportunities: 0 Providing shuttle/transportation to games 0 Sponsorships from local businesses 0 Potential economic growth 0 External environmental factors: 0 Mainly low income 0 Lack of public transit 0 Restrictions on sales of alcohol at games
  4. 4. Review of Competition 0 Boston Red Sox 0 Tickets prices: $12 - $325 0 Minor League Baseball and hockey teams 0 Ticket prices: $6 - $26 0 Local Colleges 0 Ticket prices: $5 - $6, $3 for children 0 Other forms of entertainment: 0 Prices: $5 - $30
  5. 5. Objectives 0 Objectives: 0 Break even through sales of tickets and concessions 0 Build team’s brand awareness through events/experiences
  6. 6. Product Strategy 0 Selling affordable and convenient entertainment 0 Core offerings: 0 Baseball game tickets- entertainment (intangible) 0 Concession goods (food, souvenirs, beer) 0 Points of Parity: 0 Category- ticket sales, concessions, entertainment 0 Points of Differentiation: 0 Low ticket pricing, community-oriented environment
  7. 7. Pricing Strategy 0 Establishing price as reaction to information from surveys 0 The most profitable price is $6 for single game tickets 0 Pricing position – affordable/low cost 0 Flanker brand of its major league team organization 0 Low price is consistent with brand’s positioning
  8. 8. Place Strategy 0 Distribution: 0 Relatively selective, solely through the box office at the stadium and online 0 Consistency with positioning- 0Community based 0Convenience (online)
  9. 9. Integrated Marketing Communications 0 $175,00 allocated towards advertising 0 PR plan: 0 To promote events 0 Build brand equity 0 Plan to create events and experiences for the community 0 Help build awareness and support
  10. 10. Action Plans 0 Summer event 0 Fall event 0 Winter event 0 Spring events 0 Restaurant and local business sponsors events
  11. 11. Summer Event 0 Announced through official press release 0 Team will build float for town’s 4th of July Parade 0 Build awareness
  12. 12. Fall Event 0 Booth at local town’s fall carnival 0 Will include information about the team 0 Provide games 0 Dunk team members in water for prizes
  13. 13. Winter Event 0 Team will sponsor holiday event in the town’s center square 0 Events will include: 0 Christmas tree lighting 0 Snowball fights against players 0 Sledding, snowman building, ice sculpting
  14. 14. Spring Events 0 Invite town to spring training 0 Meet and greets with the players 0 Q and A 0 Sponsor the local Little League organization
  15. 15. Restaurants and Businesses 0 Bi-monthly events at the various businesses that sponsor the team 0 Restaurants and other local shops 0 Raffles and prize giveaways 0 Community members will be able to interact with players in a casual environment
  16. 16. PR for events 0 Local radio ads for quarterly events 0 4 weeks prior 0 Local radio ads for bi-weekly events 0 Week prior
  17. 17. Budgets 0 Advertising spending allowance: $175,000 0 Summer event: 0 Press release: $10,000 0 Parade float: $3,500 0 Fall event: 0 Fair booth: $1,000 0 Dunk tank: $239 (rental) 0 Prizes: $1,000 0 Winter event: 0 Tree: $500 0 Light, Décor, Maintenance: $2,500 0 Ice sculptors: $1,000 0 Sled rentals: $500 0 Prizes: $1,000 0 Spring event: 0 Little League Sponsorship: $5,000 0 Bi-Monthly events: 0 Prizes: $6,000 (24 events * $250 for each
  18. 18. Event Promotions 0 Radio Cost: $40,000 (one week of radio ad = $1,000) 0 16 weeks of radio promo for the quarterly events 0 24 weeks of radio promo for the bi-weekly events 0 Remaining Budget: Roughly $100,000
  19. 19. Price per ticket Ticket Type Less than $4 $4 $6 $8 $10 $12 $14 Single Ticket 0% 2% 5% 13% 37% 27% 22% 5 game ticket 1% 2% 3% 19% 36% 34% 5% 20 game Half Season 1% 7% 23% 28% 25% 15% 1% 38 game Full Season 18% 26% 20% 14% 11% 10% 1%

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