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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
Marketing Objectives
Objectives
SWOT
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
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
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
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.
-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
Evaluation and Control
Marketing Objectives
Corrective Action
Financial Objectives
Performance Standards and Measurements
Marketing Mix
Strategies