NBA Case Competition Power Point

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Slide deck for NBA Case Competition 2011 held by the Rotman Commerce Marketing Association.

By: Jung Lee, Alice Li, Rebecca Zhao, Maokai Shen, Jessie Zhou

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NBA Case Competition Power Point

  1. 1. Junggi Lee Alice Sisi LiMaokai ShenRebecca Zhao Jessie Zhou
  2. 2. Areas of Focus/Objectives Implementation Timeline
  3. 3.  Grow NBA into a national brand in Canada over the 5 years (Product & Place) Increase fan base and popularity of basketball (Promotion) Communicate core values of the NBA (Promotion) Internalized Canadian definition of NBA (Promotion) Objectives Areas of Focus Timeline
  4. 4. Skills, Attitude, Inclusiveness NBA MLS MLBAmerican Canadian UFC NFL NHL Toughness and Devotion
  5. 5. NB-Eh! Miracle in the making.• National Identity• InspirationalObjectives Areas of Focus Timeline
  6. 6.  Canadians Aged 12-34(27%)  Great potential (73%) to expand NBA Expose the basketball games to children(Rank 3)  Interest is formed in the childhood  develop basketball as the first choice of sport Objectives Areas of Focus Timeline
  7. 7. Social Media/CommunityTV Broadcast Partnership
  8. 8.  Hold games outside of typical venues Negotiate with different sports venues in Canada Rationale: - increased sales for venue - must be held long-term - better measurement of how basketball is perceived (in terms of live games) Areas of Focus/ Objectives Implementation Timeline
  9. 9.  Youtube competition: “Basketball in Your Community” Open to Canadian college/high school students Prize: renovate school basketball courts, scholarship to the winning teams Areas of Focus/ Objectives Implementation Timeline
  10. 10.  Match the core objective of campaign: community Looking for firms deeply integrated into the community, especially youths Example: McDonald’s Areas of Focus/ Objectives Implementation Timeline
  11. 11.  Create a TV show: Canada’s Got Game Hold auditions throughout Canada and select top 20 participants to the final rounds. Final rounds are shot in different provinces every season One season per year for a five-year period Areas of Focus/ Objectives Implementation Timeline
  12. 12. “Basketball in your community” program (Within 2 Years) Improved TV ratingsNow 5 Years Special Location More social media Increased popularity Exhibition Games followers and participation ( 2nd (Within 1 year) in popularity ranking) Areas of Focus/ Objectives Implementation Timeline

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