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Marketing Plan for Riddell Sports

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by

Jenell Lutes

on 8 May 2015

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Transcript of Marketing Plan for Riddell Sports

Marketing Plan for Riddell Sports
To further the "...proud history that has been built on [their] passionate quest for the next improvement in athlete protection."
(Riddell Sports, n.d.)
Goals and Core Competencies
Competitive Analysis
Two major competitors:
Schutt and Rawlings
Target Market
Mission Statement
This statement conveys that their main concern is to continue making new and improved products.

However, they have not released a new product since 2013.

Goals
Goal is to continue making improvements and innovations in protective sports equipment (Riddell Sports, n.d.).

Has not made a new innovation since 2013 (Riddell, n.d.).

Riddell's short term goal should be to release a new design within the next year.
Core Competencies
First mover in the industry.

Utilizes its own research to design and improve helmets and other protective gear (Riddell, n.d.).

SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
Strengths and Opportunities
Riddell's strength is that it is a multinational company, while Schutt and Rawlings are not.

An opportunity that Riddell has is to open its markets in South America, where soccer is a big sport.
Weaknesses and Threats
Riddell's weakness is that it has a poor market image.

Their threat is that people will buy from their competitors.
Official helmet of the NFL.
Founded in 1929 by John T. Riddell.

Serves Little League to National Football League.
Description of Company
Mrs. Wolowitz and her son Howard
Howard plays football at the local boy's club

Mrs. Wolowitz is very protective of her son.
Marketing Mix
Product
Marketing Environment Analysis
Price
Promotion
Distribution
Political-Legal
Competitive Environment
Social-Cultural
Technological
Economic
Football helmets must meet standards set by ASTM and NOCSAE (Which Helmet for Which Activity?, n.d.).
Riddell must have disclaimer on its helmets (Advertising Law, n.d.).
Riddell's product must fit the needs of its target market.

Mrs. Wolowitz wants a helmet that can best protect her son during football.
Riddell's price must fit its target market.

Mrs. Wolowitz is willing to pay a little extra when it comes to her son's safety.
Riddell must promote themselves in a manner to best reach its target.

Mrs. Wolowitz likes to look for discounts and special offers.

Riddell should offer a promotion, so that if you buy $500 worth of products, you get a duffel bag free.
Riddell must be sure to get its products to its customers at the right time and place.

Riddell uses online ordering as well as retail stores such as Dick's Sporting Goods.

Mrs. Wolowitz is a busy mother, and would benefit from online ordering.
Budget
Schedule
Monitoring
Price must be relative to competitors' pricing.

Promotion should be competitive.


Mrs. Wolowitz is a single mother. She also wants the best helmet for her son.

Mrs. Wolowitz does not know about sports.

Mrs. Wolowitz would benefit from online ordering to fit her busy schedule.
New technology should be considered when Riddell is developing a new product.

Riddell would benefit from research to come up with a new technology for their helmets.
Will people pay the price for Riddell's product in bad economic times?

What promotions will get customers to buy Riddell's product during bad economic times?

Mrs. Wolowitz likes to look for sales and special offers.
Riddell suffered losses in 2013 compared to 2012 (BRG Quarterly Report, 2013).
Riddell should release new helmet in the next year.
References
Recommendations
Riddell should release a new product.

Promotional campaign to increase concussion awareness.

Open their markets in South America.
In 2013, Riddell was sued for not adequately explaining the risk of concussion (Belson, 2013).
In two years, Riddell should expand to South America.
Riddell needs to keep track of its sales.

Riddell should evaluate themselves to make sure they are not losing money.

Advertising Law. (n.d.). Retrieved April 21, 2015, from http://www.hg.org/advert.html


Belson, K. (2013, April 13). Judge Rules Against Football Helmet Manufacturer. Retrieved April 20, 2015, from http://www.nytimes.com/2013/04/14/sports/football/riddell-will-pay-damages-to-former-high-school-football-player.html?_r=0

Quarterly Report. (2013, September 28). Retrieved May 6, 2015, from
http://www.brgsports.com/assets/pdf/sec/Easton-Bell-Sports-10-Q2013-09-FINAL.pdf

Riddell. (n.d.) History. Retrieved from www.riddell.com

Riddell Sports Facebook Page. [Riddell Sports] (n.d.). Page info. Retrieved from www.facebook.com/RiddellSports/info?tab+page_info


Which Helmet for Which Activity? (n.d.). Retrieved from
http://www.cpsc.gov/en/Safety-Education/Safety-Guides/Sports-Fitness-and-Receation/Bicycles/Which-Helmet-for-Which-Activity



Executive Summary
Riddell Sports is an American based sports equipment manufacturer. They primarily produce protective gear for American football, but also manufacture clothing and equipment for soccer, lacrosse, softball, baseball, basketball, volleyball, wrestling, track and field, and cheerleading. They are an international company with sales in North America, Europe, Asia, and the South Pacific. In this marketing plan, you will find: a description of the company, its mission statement, its goals, its core competencies, a competitive analysis, its target market, its marketing mix, a marketing environment analysis, a budget, a schedule, and recommendations. Through this analysis of Riddell and its competitors, I am able to make recommendations in order to benefit Riddell. I feel that these recommendations will help Riddell to be successful, and continue to expand in new markets.

Riddell Sports is an American based sports
equipment manufacturer. They primarily produce protective gear for American football, but also manufacture clothing and equipment for soccer, lacrosse, softball, baseball, basketball, volleyball, wrestling, track and field, and cheerleading. They are an international company with sales in North America, Europe, Asia, and the South Pacific. In this marketing plan, you will find: a description of the company, its mission statement, its goals, its core competencies, a competitive analysis, its target market, its marketing mix, a marketing environment analysis, a budget, a schedule, and recommendations. Through this analysis of Riddell and its competitors, I am able to make recommendations in order to benefit Riddell. I feel that these recommendations will help Riddell to be successful, and continue to expand in new markets.
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