Phoenix coyotes

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Phoenix coyotes

  1. 1. Phoenix Coyotes Matt Stanley
  2. 2. The team <ul><li>The Phoenix Coyotes are an NHL team currently playing out of the Pacific division of the Western Conference. </li></ul><ul><li>The team has struggled since it joined the league in 1979 as the Winnipeg Jets and has continued to struggle since moving to Arizona in May of 1995. </li></ul>
  3. 3. Reasons to rebrand <ul><li>There are many reasons to rebrand the Phoenix Coyotes. The first is the low attendance figures, the team has been in the bottom of the attendance rankings each year. </li></ul><ul><li>In addition to a small fan base, the team is bankrupt and currently being operated by the NHL. </li></ul><ul><li>With a small fan base and low performance on the ice, the obvious decision is to rebrand the team. </li></ul>
  4. 4. How to rebrand <ul><li>The team will be rebranded under a new name, logo, uniforms, and fundamentals. </li></ul><ul><li>The Phoenix Coyotes will now be known as the Arizona Coyotes in order to reach a larger target area. </li></ul><ul><li>The team will be built on the fundamentals of hard work, dedication, and commitment. </li></ul>
  5. 5. New Logo
  6. 6. Demographics <ul><li>The team will be advertised to the entire state of Arizona, but mainly the areas of Phoenix, Glendale, Scottsdale, and Mesa City. </li></ul><ul><li>Population: Glendale- 253,209, Phoenix-1,593,659, Scottsdale-237,844, Mesa City- 467,157. </li></ul><ul><li>The median household income is $41,930 </li></ul><ul><li>Unemployment is 9.4% </li></ul><ul><li>CPI for food and energy is up 1% since January of 2010 </li></ul><ul><li>Employment for the area is around 1,763,410 jobs. </li></ul>
  7. 7. Primary Target market <ul><li>Ages 16 to 25 of either sex, but more typically males. </li></ul><ul><li>Parents hold an annual income of around $40,000 </li></ul><ul><li>Older half of the target market have an annual income of around $35,000. </li></ul><ul><li>This is the target market because these fans are young and will be coming to the games for a long time. </li></ul>
  8. 8. Secondary target market <ul><li>The secondary target market is the fans who have stayed loyal to team since it began. </li></ul><ul><li>They are typically males 30 to 40 with an annual income of around $40,000. </li></ul><ul><li>These fans have been supporting the team since the move to Phoenix from Winnipeg. </li></ul>
  9. 9. prices <ul><li>Season tickets shall range from $350 to $10,500. </li></ul><ul><li>Single game tickets shall be around $25 on average. </li></ul><ul><li>Lowering ticket prices will attract more fans because they will be able to afford to go to the games. </li></ul>
  10. 10. promotions <ul><li>The team will be running new state-wide internet and television ads. These ads will feature our players and other aspects of the team. </li></ul><ul><li>The internet ad will some in the form of banners or pop-ups. When clicked on, the customer will be given the option to complete a survey. Once completed, the survey will give customers discounts on merchandise and tickets. </li></ul>
  11. 11. Promotions (cont.) <ul><li>In addition to these new internet and television ad campaigns, the team will also be teaming up with McDonalds. </li></ul><ul><li>When the customer makes a purchase at any Arizona McDonalds, they will be able to redeem their receipt to earn team points. These points can be used to buy merchandise or tickets. </li></ul>
  12. 12. Reasons for success <ul><li>This rebranding will succeed because it will give the team a new identity. This new identity will attract a new generation of fans from a larger target area. Rebranding the team is the only way the Phoenix Coyotes can become one of the league’s elite teams. </li></ul>

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