Prince is a leading tennis equipment brand founded in 1977 that manufactures racquets, balls, footwear, apparel and accessories. It sponsors top athletes and partners with tennis organizations and academies. While successful, Prince faces competition from Wilson and Head and could improve its marketing and PR efforts. Suggestions included utilizing social media more, brightening the website, and promoting the brand and retail stores to connect better with consumers.

1. Prince Tennis By: Jaime, Courtney, Dave, Kaitlyn, Lauryn and Stephanie

2. Overview Lauryn- Mission/Brief history Stephanie-Demographics/Interview Jaime-Promoting and Sponsorship Kaitlyn- Partnerships & Community Involvement Lauryn- Prince Tennis vs. Competitors Courtney- PR plan/ Marketing & PR Suggestions Dave- Company Expectations/Suggested Improvements

3. Prince Tennis Mission Statement Prince has continually revolutionized the game with introductions of new racquets “ Prince is committed to continually delivering top-quality tennis products in all categories – outfitting players with the very best in footwear, apparel, strings, balls, accessories, and more.” www.princetennis.com

4. Prince’s History Prince is of one of the leading brands and manufacturers of tennis balls, racquets and equipment. Prince is sold in some top leading sporting goods stores. Founded in 1977, when Bob McClure built Little Prince . first ball machine for home court use developed in McClure's very own garage in Princeton, NJ

5. Prince’s History Continued Prince currently manufactures Footwear, apparel, strings, balls and accessories. Prince maintains local level partnerships all over the country to help athletes Prince’s partners include Kaplan College Prepatory School, Wimbledon and USSC (US Sports Camps)

6. Demographics Adjusts with product market. Apparel Dresses, shirts, shoes, visors. Racquets Ball machines, strings, grips, frames & customization, balls, equipment bags, net

7. Zach Perles on Demographics “ Prince is an all encompassing tennis brand, and is one of the few companies to do so. We try to appeal to the frequent tennis player. This can be anyone; to the 75 year old woman who plays 3-4 times a week, to the competitive 14 year old junior who is playing tournaments on the weekends and has private lessons. Prince tries to appeal to all frequent tennis players across the board.” Zach Perles, Vice President of Prince Communications

8. Use of Social Media Well established Facebook and Twitter pages. Facebook teaser statuses for new 2010 tennis racquets and product lines Over 10,000 Facebook fans. https://twitter.com/prince_tennis http://www.facebook.com/Official.Prince.Tennis

9. Use of Social Media Twitter Use to interact with online tennis community. Gael Monfils Tokoyo- Semi-Finals Victory “ Prince uses Facebook and a Twitter account to develop a strategy of what the consumer was saying to each other. If consumers are delivering misinformation about our brand, we can provide them with the correct information.” -Zach Perles

10. Prince’s Promotions Prince Tennis sponsors Gael Monfils Released 3 new racquets in EXO3 series Ignite 95 Ignite Team 95 Blue 110 Try the racquets out before you buy them - Promote sales by using the slogan “More power. More spin. More comfort. Exceptional feel. It’s all possible now.”

11. Sponsorship for Prince How does Prince pick people to sponsor them? Prince philosophy How do the athletes sponsor Prince? racquets foot wear apparel

12. Who is a Prince Sponsored Athlete Highly skilled competitor Always trying to raise the level of their game Good sportsmanship Promotes Prince through their action and words Puts their equipment to good use and uses it correctly Respectful of the game, players, coaches, officials, sponsors, and spectators

13. Sponsorship For those who love the game of tennis Can be sponsored as a junior player college coach/player an adult player Players can boost sales

14. Prince Tennis and Partnerships Financial Benefits - Funding Public Relations Benefits - Credibility Provide Resources Provide Broader Audience (www.prince.com)

15. Prince Tennis and Partnerships Twelve Partners Nick Bollettieri Tennis Academy SAP Open Kaplan College Preparatory School Saddle Brook Resort

16. Prince’s Community Involvement Prince Plugged In (PPI) “ By connecting academy students and coaches around the world, we are promoting the sport, facilitating the abilities of potentially great players and cultivating the next great champion in the process.” - Nick Bollettieri (www.prince.com) (www.racquetsportsindustry.com)

17. Prince Community Involvement II Prince Plugged In Benefits Community Positive Company Image for Prince Dedication to sport Investing to community and its youth

18. Major Competition: Wilson Tennis and Head Tennis Wilson Tennis - Founded in 1913 as the Ashland Manufacturing Company Employs 3,062 workers Sells over $300 million in merchandise annually Headquarters: Chicago, Illinois Worldwide Company: sells in Hong Kong, Korea, Taiwan, Italy, Australia, and Singapore. Official sponsor of Williams sisters Price Tennis vs. Competitors

19. Price Tennis vs. Competitors Continued Head Tennis Tennis and Ski company Founded in 1950 by Howard Head Manufactures tennis balls, racquets, shoes, skis, ski boots Players have won Olympic gold medals with Head racquets Sponsored players include: Andy Murray, Tommy Haas, and Andre Agassi

20. How Prince Deals with Competition Last US Open was Princes made sure their name was seen handed out temporary tattoos and promotional literature on the subways Hired athletes to wear shirts with letters to spell out PRINCE Prince teamed up with Nintendo Wii to make Prince tennis racquet attachments for Wii controllers with real strings and authenticity of a real tennis racquet

21. Prince’s PR Plan Audience-variety of people (juniors, men/women) Strategy- presents PR tactics ( media relations, broadcast, consumer outlets, print and social media) Tactics- None specified Calendar- off season/ photoshoot (w/Sharapova testing new line of racquets) (sources: Interview www.princetennis.com)

22. Marketing/PR Suggestions “ Sport marketing is a competitive business involving as much front-office strategy, risk, discipline, and energy as that shown by the players and coaches” Web page- does not reflect the sport of tennis Use brighter colors to grab viewers attention/interactive games Facebook, Twitter and YouTube – need to use these outlets more ( Twitter and YouTube) http://www.youtube.com/user/PrinceTennis1 Source: Sport marketing, Volume 13 By Bernard James Mullin, Stephen Hardy, William Anthony Sutton

23. Marketing/PR Suggestions II Clothing- Promote retail stores more ( increase revenue and maximize profits) , feature products (equipment included) on web page, pricing Brand- more exposure More connection with consumers Prince Indoor Tennis Facility ( sell products, test products, play tennis! Source: Marketing plans: How to prepare them, how to use them By Malcolm McDonald

24. Expectations What would headquarters be like? What was VP going to say in meeting? How did company run on day to day basis?

25. Pros Company logo prominently displayed. Obvious pride in company. Casual, comfortable work environment.

26. Cons Reception area was cold and uninviting. No receptionist to greet clients. Employees not interactive with waiting clients.

27. Recommendations for Improvement Learn and utilize social media networking sites. Consider adding receptionist to staff. Maintain comfortable work environment to ensure productivity of staff.

28. Conclusion Discussion- History Public Relations Plan Tactics Marketing Suggestions Competition Sponsorship Questions? Responses ?