The document provides details about a proposed new football team called the Los Angeles Caimans that would play in Los Angeles. It outlines the target market as ages 5-50 in the LA area, and notes the large population and average incomes in LA make it a viable location. It presents demographic data about LA and proposes Caimans Stadium near Staples Center as the venue. Branding elements like the team name and logo inspired by caimans, colors, uniforms and mascot are described. Marketing research on players and stadium features are also summarized.

1. Los Angeles Caimans
Kwasheek Davis
3rd Period

2. Target Market
• Our target market is from the ages of 5-50 years old.
• We want to attract everyone in the community who wants to enjoy our
team play. We want our team to play in a warm environment and we think
the perfect place would be Los Angeles.
• We want anyone who can afford a ticket to come to our stadium. We
want to attract the people of Los Angeles and Long Beach to come to the
cities newest venue Caimans Stadium.
• Los Angeles is a place where people come to relax and enjoy the city. The
weather is perfect for playing football and the location is great for our
team.

3. Demographics
Population
• 3,819,702
Average Income
• The average household income is $76,557; The average family income is
$83,965.
Average Age
• 25-34 Years Old

4. Demographics
Primary Professions
• Financing, Law Firms, Truck driving, Railroads, Air,
Entertainment, Music.
Primary Industries
Government, Ports, Steel fabrication, Furniture Manufacturing.
Local Media
News Papers
• LA Times
• La Daily News

5. Local Media
-News Papers
• LA Times
• La Daily News
• The Daily Breeze
-Radio
• KCRW- Local News
• KCBS- Adult Hits
• KLOS- Classic Rock
-Television
• KTTV- Fox
• KNBC- NBC
• KCBS- CBS

6. Crime Stats
• Los Angeles has the lowest crime rate among
the big U.S. cities.
• Los Angeles was just shy of 9,000 crimes
midyear of 2012 there was a 9% drop
compared to last year.

7. Other Forms of Entertainment
Amusement Parks
• Universal Studios
• Los Angeles Zoo
• Magic Mountain
Museums
• MOCA Grand Avenue
• Wells Fargo History Museum
• The Grammy Museum at L.A. live
Beaches
• Beach California
• LA Dept of beaches and harbors
• Los Angeles County beaches

8. Corporations in Los Angeles
• Fox Sports
• TrenMedia
• AT&T
• Farmers Insurance
• DHR International

9. Rationale for city
• I choose Los Angeles because it doesn’t have a sports team
and there the city has been trying to reach an agreement with
one for the past 30 years. I think that Los Angeles is a perfect
place to have a sports team because there is an airport 20
minutes away from downtown Los Angeles and there are
plenty of beaches around the area. We want to attract people
who are flying in from the airport, people who are coming
from the beach, people who live in the area, tourists, and
fans. We want the building of the stadium to be talked about
around the whole city. The new stadium will help the
economy and the city’s reputation the new stadium will bring
money because it’s just not a football stadium it can be used
for any purpose that needs fans to sit and watch something.

10. Marketing Research-Players
Robert Griffin III
• Position- Quarterback
• Team: Redskins
• Career Record- Ran a 76 yard touchdown
• Salary- $390,000 USD
Andrew Luck
• Position- Quarterback
• Team- Colts
• Career Record- Runs a 4.67 In 40 yard dash
• Salary- $390,000 USD

11. Marketing Research-Players
Randy Moss
• Position- WR
• Team- 49ers
• Career records- 954 passes for 14858 yards and 153 touchdowns
• Salary- $1.75 Million USD
Percy Harvin
• Position- WR
• Team- Vikings
• Career Records- Longest kickoff return for 104 yards
• Salary- $915,000 USD

12. Marketing Research-Players
Justin Blackmon
• Position- WR
• Team- Jaguars
• Career Records- None
• Salary- $390,00 USD
Steve Smith
• Position- WR
• Team- Panthers
• Career Records- has over 10,000 Receiving yards
• Salary- 1 Million USD

13. Marketing Research-Players
Aaron Hernandez
• Position- TE
• Team- Patriots
• Career Records- has over 1600 receiving yards
• Salary- $540,000 USD
Brent Celek
• Position- TE
• Team- Eagles
• Career Records- Has over 3,000 Receiving yards
• Salary- 1.91 Million USD

14. Marketing Research-Players
MJD
• Position- RB
• Team- Jaguars
• Career Records- has over 72,000 rushing yards
• Salary- 4.45 Million USD
Diangelo Williams
• Position- RB
• Team- Panthers
• Career records- has over 52,000 rushing yards
• Salary- 5.25 Million USD

15. Marketing Research-Players
Reshard Mendenhall
• Position- RB
• Team- Steelers
• Career Records- has over 34,000 rushing yards
• Salary- $650,000 USD
Sebastian Janikowski
• Position- K
• Team- Raiders
• Career Records- Longest field goal is 63 yards
• Salary- 1.7 Million USD

16. Marketing Research-Players
• Defense: Baltimore Ravens

17. Product Planning-Branding
• Franchise Name: The name of my franchise is the “Los
Angeles Caimans”
• I choose the name because its uses Los Angeles and the
caiman that is the most feared reptile that lives in waters. Los
Angeles has desert geography. The caimans are the most
feared reptile that lives in water and the Los Angeles Caimans
will be the most feared football team. There is not a team in
Los Angeles with the name and I think that having a team with
the most feared reptile it will give us an advantage when the
other team hears our name.

18. Product Planning-Branding
• Team Colors:
• The colors we have chosen are Black, White and Grey these
colors represent the Caimans and Los Angeles. The colors will
blend in with the stadium and will not be that abstract to the
eye.

19. Product Planning-Branding
• Team Logo:
• Our logo shows the image of a Caiman. The Caiman is our
mascot and it shows the ferocity of being a caiman. The logo
is very intimidating and if you get close to it on the field you
will suddenly get goose bumps during the game.

20. Product Planning-Branding
• Team Mascot:
Our Mascot name is “BRUCE The MIGHTY CAIMAN”
• Bruce will be present at all home and away games. He will be there to
support our team. Bruce is a Mascot that will intimidate the opposing
crowd coaches and players. Bruce will be wearing the team colors which
are Black, White and Grey. He will also give away replicas of the shirts that
he will be wearing he will also give the fans something to be amused from.

21. Product Planning-Branding
• Team Uniforms:
• Our Football uniforms display the team colors which are black, white and grey. The
uniforms are custom made from Nike and are intimidating to the opposing team.
All of our uniforms are easy to the eye and has the theme of the caimans and Los
Angeles.
Away: Home: Practice:

22. Product Planning-Branding
• Helmet Design:

23. Marketing Research & Financing
• Location:
• The Location of the stadium will be on the western side of the
convention center adjacent to the Staples Center.

24. Marketing Research & Financing
• Name of stadium and Reasoning:
• The name of the Stadium will be “Caimans Field”.
The stadium will be named after the Caimans and
the caimans will have full rights to the stadium. The
field will have the Caimans name presented on the
outside of the stadium and will be visible to all who
pass by the stadium.

25. Marketing Research & Financing
• Exterior Design:

26. Marketing Research & Financing
• Interior Design:

27. Marketing Research & Financing
• Interior Design:

28. Marketing Research & Financing
• Concessions:

29. Marketing Research & Financing
• Product Licensing:
List of products that the team would sell at the kiosks
i. Gloves
ii. Jerseys
iii. Cups
iv. Fingers
v. Shirts
vi. Shoes
vii. Bags
viii. Jackets
ix. Hats
x. Figurines

30. Marketing Research & Financing
• Prototypes of the Products
• Jacket: Hat:

31. Distribution-Ticket Sales
Tickets
i. Refunds: All tickets will be refundable seven days prior to the event. All tickets
that are refunded after seven days will not be refunded unless there is a major
cause for your absence or unwanted ticket reasons. Tickets will be refunded if
there is an airline problem major, health concern or death. Airline problems
consist of flight being delayed, cancelled flight; missed flights will not be
refunded, Plane crash, Hijacking of plane, and airline flight disruptions. Tickets will
be refunded if there is a major health problem that will cause you to be
hospitalized for a long period of time.
ii. Inclement weather: All ticket sales are finalized if there is weather delay the ticket
will not be refunded. Delayed games will resume just not at the projected time for
the game start. If there is a cancelation of the game for any reason luxury and mid
field seats will only be refunded. If your ticket was purchased moments before the
game start your ticket will not be refunded because ticket was not purchased in
head of time.

32. Distribution-Ticket Sales
i. Customer Dissatisfaction: If there is any reason the customer is dissatisfied the
customer can alert our customer service which is always operating during
operating hours of the stadium. The customer will be automatically directed to a
service associate to resolve the customer’s problem. If there is a problem with the
customer’s seat the associate will locate an open seat that is in the same price
range of the current seat to resolve the customer’s problem.

33. Distribution-Ticket Sales
• Forms of Payment: The types of payments that will be
accepted will be cash at the ticket window outside the
stadium; Credit/Debit cards at the ticket window outside the
stadium and online. No checks will be accepted due to fraud.

34. Distribution-Ticket Sales
• Ticket Prices:
• Zone seating ticket prices: $139-$319
• Luxury Suites ticket prices: $33,500
• Standing Room ticket prices: $25-$195
• Tailgating ticket prices: $27-$50
• Parking prices: $33-$198
• Upper Level ticket prices: $62-$464
• Lower level Ticket prices: $56-$552
• Zone seat ticket prices: $134-$275

35. Distribution-Ticket Sales
• Ticket Design:

36. Promotion
• Trading Cards:
• Aaron Hernandez

37. Promotion
• Trading Cards:
• Robert Griffin III:

38. Promotion
• Print Ads:
Print Media:
• News Paper: The Caiman foundation will put our ads into the Los Angeles Times
because the newspaper is a world known paper and is talked about all the time.
The Los Angeles Times is read by millions daily and with the Caimans ad in the ad
will be on the front cover of the paper and online. The newspaper will be trending
all around the world because of their new football team.
• TV Ad: The Caimans foundation will purchase a series of TV slots to promote the
new franchise in the Los Angeles area. The ad will be broadcasted for 30 minutes
to promote the new team and there will be a series of new commercials to
promote the franchise.
• Online Ads: We will purchase spaces on the most popular online sites to promote
the new franchise in the Los Angeles area. Most of today’s population goes online
for at least an hour and they see many of ads on the internet. We will also email
people who sign up for our mailing list to get special promotions for tickets and fan
gear.

39. Promotion
Broadcast:
• The Caiman foundation has created an advertisement to be broadcasted on the TV.
The ad will tell the viewers about the new franchise in Los Angeles and will give the
viewers the financial status of the team and how the stadium will look during
production.
TV Advertisement:
• Announcer: Come and see Los Angeles newest venue Caimans Stadium. It is
located where the old conventional center was and is right next to the staples
center. The stadium will host Los Angeles newest team the Los Angeles Caimans.
The Caimans have over $25 million of cap room that can add that player that will
make the Caimans a better team. The caiman’s stadium will host the caimans and it
will also be used for concerts, Soccer games, recreational use, and many more
events that will be needed to use the stadium. With the new stadium the Los
Angeles area will encounter more visitors and more visitors means a stronger
economy. The Caiman foundation has paid over 45% of the stadium cost so that
the city of Los Angeles doesn’t have to tax the people of Los Angeles. So come out
to the new Los Angeles venue Caimans Stadium and Support your new Los Angeles
Caimans to the road to victory.

40. Promotion
• Online Ad: Los Angeles Caimans
b

41. Promotion
• Sponsorship Explanation:
• The Los Angeles Caimans choose Nike to be one of
our sponsors. Nike will be able to provide us with
their uniforms, Helmet, Cleats, Gloves and other
equipment that will benefit us during play and off
the field. The Nike brand will be promoted
throughout the whole game and will also be worn by
the players on and off the field.

42. Promotion
• Endorsement Explanation:
• The player that will be endorsing our product will be Robert
Griffin III. Robert is a person that is well known around the
world and around the football teams. He is a rookie
quarterback that has the poise of a veteran and the
leadership of a great veteran.
• The product he will be marketing is our team jerseys. Our
jerseys or sponsored by Nike and they are costumed to the
exact specifications of the Los Angeles Caimans.
• The home jerseys are the Los Angeles Caimans colors which
consist of Grey, White and Black and our practice jerseys are
black and white.

43. Los Angeles Caimans