Introducing 

Prezi AI.

Your new presentation assistant.

Refine, enhance, and tailor your content, source relevant images, and edit visuals quicker than ever before.

Loading…
Transcript

Positioning and Points of Difference

Marketing Mix

The Marketing Plan

Sam Ohlrich

Dan Baumert

Max Hufman

Marco Binotti

Suzie Osterheld

I. According to a survey conducted between 2008 and 2012 by Sports & Fitness Industry Association and Physical Activity Council, kids’ participation in lacrosse increased by 158% which translates to about 750,000 kids

II. The mission is to increase the popularity of MLL and ultimately make as big and national of a league as the NFL in the U.S.

III. To encourage participation in the sport, colleges should offer more scholarships in order to match the offers provided for football, baseball, or basketball

Company's Mission

Threats

  • MLL has its own competitor in the same sport. There is a NLL (National Lacrosse League) both leagues have similar concepts. They both have teams that play against each other.
  • This creates a threat because consumers will only go to so many games and depending on prices, availability, and location we will be fighting for the same viewers to come to our games and not theirs.
  • Similar to the weaknesses other sports have major viewership and fan bases already created.
  • NFL, NHL, NBA have millions of viewers every year. They bring in billions of dollars with ticket sales and selling merchandise with their logo printed on it.
  • Everyone knows of these groups and since they have been around for so long there are fans of all ages.
  • Similar to the strengths, lacrosse has a huge opportunity to grow.
  • Since US Lacrosse first conducted a national participation study in 2001, the sport has seen a steady climb in players. In 2014, a record 772,772 people played on organized teams, up 3.5 percent from our 2013 report.
  • The bulk of the play comes at the U15 level, with just under 425,000 boys and girls participating in the sport. Nearly 300,000 are playing at the high school level and more than 38,000 played for collegiate varsity and club teams.

Opportunities

Marketing Objectives

Objectives

SWOT

Situation Analysis

I. Major broadcasting networks, such as CBS, NBC, Fox, and ESPN, will pay the NFL about $40 billion to maintain their broadcasting rights to showcase football games from 2014 to 2022

i. To encourage more networks to broadcast college and Major League Lacrosse games, the MLL will not charge as much for broadcasting rights as does football or basketball

ii. The MLL’s contract with CBS alone will bring lacrosse games to over 44 million homes and have it available to over 98 million households across the country

II. Brands such as Coca-Cola, PowerAde, Anheuser-Busch, Gatorade, New Balance, Dicks Sporting Goods and Sports Authority have all been part of the MLL’s strategy to bring lacrosse into mainstream major media marketing

i. The next goal would be to negotiate deals with Nike, Reebok, and Under Armour to promote apparel suitable for lacrosse and have All-Star Lacrosse players endorse the products

Weaknesses

  • A lot of money will have to go into promoting lacrosse in general to spread the word of the sport.
  • It needs to get into more schools for kids at a young age to start a passion for the sport and create a athlete who will play the sport for many years.
  • So many other sports are bigger with a stronger fan base and recognizable events.
  • Football has the super bowl. There were 111.9 million viewers watching the game from home and at the game. That is only one game of the hundreds they have every year.
  • Lacrosse can be very dangerous and parents may be hesitant to let their kids start to play.
  • A 2007 study by the Journal of Athletic Training looked at injury rates for the men’s lacrosse using the NCAA injury surveillance system from 1988-2004. The results show a nearly 4 times higher rate of injury in games than in practice (12.58 versus 3.24 injuries per 1000 athlete-exposures.
  • National broadcasting companies are now showing MLL and NLL games on local networks.
  • Over the past decade lacrosse has had a growing number of people wanting to play and watch lacrosse.
  • In 2025 Less than 10 years from now if the 10% growth rate continues there is a high chance that there will be 2.5 million players across the nation playing lacrosse.

Strengths

I. According to Statista, the price of tickets for our 2015 MLL All-Star Game started at $20 which was $64 less than the average Football game ticket in 2015 ($84)

i. With such low prices, the MLL is able to compete with other leagues in terms of spectator turnout

II. One problem for lacrosse players is that the equipment is not cheap; the average cost of lacrosse cleats are around $160, gloves range from $50-130, helmets range from $100-250, pads are $120, and the stick ranges from $40-100

i. Use equipment from other sports - Hockey, Soccer, and Football

ii. Organize events where players donate equipment for schools and athletes to use

III. To increase revenue, participation, and promote the sport, MLL would negotiate a partnership with one of the major fantasy sport sites

i. According to Forbes, the average American spends about $476 participating in the Fantasy Sports Trade Association

ii. Our goal is to tap into the Fantasy Sports Market and gain a stable market share to start out

IV. Because the ticket prices are considered one of the lowest of all sports, increasing the ticket price from $20 to $25 would increase revenue of one Championships site, such as Philadelphia, for Div. I by 25%

Financial Objectives

Implementation

Marketing Strategies

Schedule of Activities

1. After Nike deal, sales increase 140%

2. Ticket sales increase 80% after charity events

3. TV viewers increases 100% from FOX Sports deal

4. Over next three years, average increase of 20,000 attendees annually, to the Championship Game at Carrier Dome

1. Market MLL to major sports brands like Nike to sponsor equipment.

2. Attend large public events like charities with star players to attract attention.

3. Make TV deal with FOX Sports to televise games.

4. Schedule Championship game at Carrier Dome in Prime time

Sales Forecast

The goal for the marketing plan is to market to fans to gain knowledge in the sport of lacrosse.

- Get major sports brand like Nike to make all equipment since it is known worldwide as the top manufacturer of sports gear.

- Star players attend large public events like charities so fans get familiar with players and know about MLL.

- FOX Sports is one of the leaders in sports broadcasting and will greatly help the viewers of MLL events.

- Championship Game at Carrier Dome because it is the biggest and arguably best lacrosse venue in the Country.

Activities Details

Job Assignments/Responsibilities

-Susie is Project Manager and has S.W.O.T Analysis

-Max handles Objectives

-Marco has Marketing Strategies

-Dan is Evaluation and Control

-Sam has Implementation

Product

Place

Promotion

Price

  • These tickets are strictly sold at Stadiums and websites that are signed with the league to legally sell the leagues tickets on their website.
  • It makes it very convenient to be able to pre-order tickets online for customers because they know that they will have their seat saved for sure.
  • The product MLL is trying to sell their tickets for the lacrosse games. Lacrosse is a growing sport and have successfully increased sales over the past years due to increase of interest.
  • The company owns the the league and the brand which gives them the opportunity to sell tickets at stadiums and websites.
  • The MLL is a building brand and sport. The league has to take smart marketing strategies and to stay under a limited budget.
  • The main focus is Evangelical marketing which is word of mouth. To promote using a commercial during sports center. To get people talking about the league. evangelical is the best marketing. Multi-billionaire companies rely on evangelical marketing.
  • Price for these tickets vary on the location your seated at in the stadium.
  • It is convenient to market tickets to everyone since we can sell tickets to all salaries people make.
  • It also gives the customers a variety of choices to from when buying a ticket.

Evaluation and Control

Marketing Objectives

Corrective Action

Financial Objectives

Performance Standards and Measurements

Marketing Mix

Strategies

Learn more about creating dynamic, engaging presentations with Prezi