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Marketing Plan Gm522

In: Business and Management

Submitted By baskarans
Words 4953
Pages 20
MARKETING PLAN

Table of Contents

Section Page
Executive Summary 3 - 4

Product / Service Description 5 - 7

Target Market 8 - 10

Macro Environment 11 - 12

Microenvironment 13 - 15

Price 16 - 17

Channels of Distribution 18

Advertising, Sales Promotions, PR Plans 19 - 20

Budget for 3 Years 21

Reference Page 22 - 23

Executive Summary
The following marketing plan will help guide the Golden State Warriors back into the respectability of the league. For the past sixteen years, the organization has been unsuccessful in all aspects of the business. Aspects include: forming a competitive team that consistently makes the post season year in and year out, staffing a highly qualified management group, and increasing single & season ticket sales over a three year span.
With the goal to build a “winning NBA franchise,” we will first focus on the aspects of improving the culture and employing a new face for the team. With this, it will provide a more attractive setting for “big name” free agents to come join the Warriors and bring them back into a respectable state. With the marketing strategy that I will implement, it will give the Warriors increased amount of leverage against the other 30 NBA organizations by increasing the market share by at least 4.36%. With every available free agent in the market, the Golden State Warriors have a 3.33% chance which does not include the 12 big market teams such as the Los Angeles Lakers, Cleveland Cavaliers and Boston Celtics. Of the 12 big market NBA teams, they share an 8.33% percent chance as a result to the glamour of their team and culture. My goal is to raise the standard percentile of 3.33% to at least 7.69% which will now be a split between 13 different NBA teams.
As a franchise and its profitability, the Golden State Warriors are ranked 18th among the 30 NBA teams with a value of 335M. Being ranked in the 18th spot is certainly not the best or worst, rather it is below average. The goal for this franchise is to be propelled into the top 12 teams which include the likes of the New York Knicks, Los Angeles Lakers, and Chicago Bulls. For this to be a possibility, the organization must: increase its attendance by 0.0331% with an average ticket price of $38; must make regular appearances into the post season (also known as the playoffs) and increase its exposure into the open public. With a sellout of 41 home games per year and an average price of $38 per ticket, the Golden State Warriors have the ability to profit an extra $976,866 in addition to the $29,553,702 per year.

Product/ Service Description
In the industry of professional sports, an organization has to promote itself as a viable place for players and fans alike convincing that they are on the right path to prominence. Like the neighboring football team, the Raiders, the Golden State Warriors has a commitment to excellence and will do anything in its will to make this a winning organization. As a member of the Golden State Warriors each player will be surrounded by the many amenities that the Bay Area of Northern California offers.
The Warriors practice facility and stadium is known as one of the best in the league. Located on the top level of the Oakland convention center parking garage, the Warriors state of the practice facility is in the heart of the beautiful downtown Oakland. Opened in October, 1997, the two story practice facility is one of the finest training complexes in all of the NBA and houses everything an organization and player needs to function on a day to day basis. The practice facility offers: 16,000 feet of office space for all employees; 2 ½ full length courts with 21,000 square feet of newly refurbished playing surface; a fully upgraded weight room and medical treatment room featuring a whirlpool, sauna and steam room; a spacious and newly renovated players locker room; and a brand new players lounge featuring a pool table and plasma televisions. Not too far from the Warriors practice facility is just a 5 minute drive to the Oracle Arena. Housing an astounding 19,596 seats after a $121 million renovation, it is one of the best arenas in the league to play in.
Located just six miles away from the Warriors practice facility, we will create a partnership with “The Uptown” apartments in which we house our players if they choose not to jump in on purchasing a home. This apartment facility is one of the best living quarters in all of the bay area and is the home to many of the Oakland Raiders and A’s players. For all the players that want to leave for vacation, the Oakland Airport is located slightly under ten minutes away. The Golden State Warriors will offer free pickup and drop-off service to and from the airport to make life as easy as can be.
Known as one of the cities by the bay, Oakland is just a 20 and 30 minutes drive from San Francisco and San Jose; declared as the two of the top twelve largest cities in the United States. For the out of basketball enjoyment, there is no better place than the bay area. The nightlife is rated as one of the best in the nation, there are countless sites to visit, the weather is one of the best, and the people are one of a kind. The bay area is one of the best places to live in the United States and would be great for singles and families alike. Joining the Warriors will be the best choice a player has ever made.
The Golden State Warriors are known as one of the youngest and upcoming teams in the league. With an average age of 24 years, players that join the Warriors will shortly find out that they have a lot of fresh legs to run with during game time. Upcoming players such as Monta Ellis, Steven Jackson, Anthony Randolph and Andris Beidrins make this core of players one of the most talented and explosive in the league. Adding a “big time” free agent to this group will automatically put them into contention for a title and would attract more fans and most importantly; the media. The staff of the Warriors consists of one of the most successful coaches in NBA history. Don Nelson, who houses a run and gun style, lets his players run free and play their own style of basketball to maximize one’s talents.
The fans of the Golden State Warriors are considered the best fans in the league. Seating capacity of the Golden State Warriors is 19,596, but the average attendance rate is 18,942 which is 97% full. With the acquisition of a “big time” free agent, attendance should rise and consistently fill that 3% void and sell out each game. With a consistent sellout, the Golden State Warriors will gain public exposure and will be approached with T.V. opportunities to broadcast home games nationwide. Capturing this opportunity will enable the organization to not only gain fans locally, but nationwide.

Target Market
Ticket Sales
The Golden State Warriors fill an average of 97% of its seats in the Oracle Arena each game. It is obvious that the consistent 97 percentile are “Hard-core” loyal fans from the local geographical area that will come no matter what outcome the team produces. To help fill the 3% (627 seats @ $38 each) void that is left per game, we will need to Target all demographics. The sports marketplace is extremely segmented making it difficult to create a single profile of the sports consumer. The “consumer profile” varies by sport, by place of residence, by life situation, and by a host of other factors. The “consumer profile” of a potential Warrior Basketball ticket holder also varies greatly. In order to develop a successful marketing plan, the market would have to segmented and based on that segmentation specific products will be offered. Two important segments will be targeted to make up the 3 percent ticket sale target: Families with children and corporate clients.
With the focus on families, it will present an opportunity for the parents to provide awareness to their children. If awareness can be brought upon the younger generation, it will create more marketable opportunities as the child will provide positive input to friends and family through word of mouth. There will be the demographic that will not be able to afford to attend a game due to their low income levels. Free or discounted tickets can be provided to these individuals for special game that will be carefully selected. The biggest risk with providing free or discounted tickets is that the fan may provide negative feedback to his/her peers. This can come from a bad experience with other fans or a poor performance in the game by the team. Instead of gaining positive publicity with the “word of mouth” method, we will be losing fans.
Merchandise Sales
Merchandise sales would be offered to all fans who attend the Warriors games. Higher profit margin products, like t-shirts will inundate the merchandise stands. The average Warriors T-shirt sells for $25. With cost of printing and materials, this would equate to a profit margin of $20 per unit or a 500 percent markup. To better serve the target market, more merchandise kiosks would be setup throughout Oracle Arena enticing fans to buy their team’s logo.
With the new “family ticket sales plan”, more children’s sizes will be stocked to meet the demand.
Corporate clients would have the option of placing their logo on certain merchandise to purchase for their employees at discount prices. Since Warriors corporate partners, like American Airlines for example employ thousands, this would be an important target market. During games corporate client employees will also be offered discounts on merchandise to increase sales and encourage repeat attendance.
The two most important target markets would be families and corporate clients, since it seems, The Warriors already have an established loyal fan base. Families and corporate clients will be offered a host of promotions, discounts and incentives to purchase both tickets and merchandise.

Macro Environment
The economy, technology, society, government, and competitive forces always have a great impact on an organization. These forces are not under the control of the organization, therefore an organization such as the Golden State Warriors must develop strategies to face or overcome these challenges. Further factors also include unemployment, culture, traditions and language. One of the main factors why “Big Name” Free Agents do not want to spend their career with the organization is due to the society. The Golden State Warriors is located in the heart of Oakland and not too far from the city of Richmond. Oakland is ranked the 5th most dangerous city while the city of Richmond is 9th. Luring superstars to live in these types of conditions can prove impossible, but there are avenues that we can take to persuade otherwise.
There are various areas in these cities where the majority of the crime occurs, but there are also very safe and sound areas (in & out) that are very ritzy and have a lot of class. For example, Alameda and the Oakland Hills have a higher class of living. The majorities are middle to upper class income families and have one of the lowest crime rates in the nation. As an organization, we will provide assistance in finding the perfect living setting. As mentioned earlier in this plan; if a player does not want to jump the gun (no fun intended!) in buying a home right away, then we can provide a living quarters with our partners at “The Uptown” apartments. This top of the line facility is home to a number of athletes and features a gated community with two 24-hour guards patrolling the premise. Also, I want to mention that the city of Oakland will be funding an additional 30 police officers to help this city become one of the safest.
The current unemployment rate of the San Francisco Bay Area is 10.3% which may prove to be a difficult task to attract fans to come to games. This is another factor that can affect a player’s decision to come to an organization that has a long history of no success. Questions will be asked and players will wonder. For example, “Since the unemployment rate is high, will the fans still support the team?” The attendance rate for the Golden State Warriors was at 97% filled to capacity. Last year’s average attendance per game was 18,942 and the stadium occupies a max of 19,596. If the unemployment rate rises in the next year, the organization already has a plan in place if the attendance were to take a dive.
Northern California weather is one of the best in the nation and there is a rarity when it comes to natural disasters. The last big earthquake to hit the bay area was in 1989. It has been 19 years since then. Before the Loma Prieta earthquake of 1989, the last big one to hit the bay area was in 1906. Back then, technology was not as advanced as it is today. Technology has helped us create prevention for the next big earthquake which will greatly minimize any damage. Presenting that bay area of California is one of the safest places to live in all of the United States.

Microenvironment
In the NBA, there are a total of 30 teams that are located throughout North America. The only team outside of the United States is the Raptors of Toronto, Canada. There are 450 players in the NBA and less than 20 big name players that can make an immediate impact for any team. Drawing interest from the free agent class of 2010 will be the biggest challenge this organization will ever face. According to Diagram A, the Golden State Warriors have a 3.33% chance of signing one of the “Big Name” Free Agents that are indicated on Diagram B (highlighted in yellow). Diagram A does not include the 12 big market teams in the NBA. On Diagram C, it indicates the odds for the 12 big market teams to attract “A-level” Free Agents. The odds are at 8.33%. If you were to include the Golden State Warriors as one of the big market teams, the odds will then change to 7.69% which will lower the chance of the other 12 teams. It would improve the chance for the Warriors by 4.36%.
The main target, as mentioned above, can be some A-List Players in the NBA . this will help them to Get to Play offs this will lead to more games and more money.

*Note: These diagrams are formula driven*

Each NBA team has their own perks and advantages that they can offer. Teams such as the Los Angeles Lakers and Boston Celtics will offer their services as championship caliber organizations that will always be in the top tier. Being a championship caliber team such as the Boston Celtics would be a big advantage over the Golden State Warriors. Factors that the Warriors have advantages on are the average age of the team (24 years), location of the city (Bay Area), and can offer a higher salary ($21,389,466 per year) as stated in previous sections of this marketing plan. In Boston, the average age of the team is 27.7 years and the location is not too great. During the NBA season (Fall-Winter), it snows a majority of the time making it extremely difficult to travel to practice and to the games. Also, along with the Los Angeles Lakers, the Boston Celtics will not be able offer a contract near the capacity that the Warriors can offer as they are in the top 3 of highest payrolls in the NBA.

Price
An average ticket price in the NBA is $49.47. According to Diagrams E and F, the Golden State Warriors have the most affordable ticket prices in the entire NBA. The Los Angeles Lakers have an average ticket price of $93.25 which almost triples the average of the Warriors. With an attendance rate of 97%, the Golden State Warriors organization will have the room to significantly raise prices to make gain higher profit margins while being able to sign “Big Name” Free Agents to lucrative multi-million dollar profits. At an average ticket price of $38, the yearly profit of the Golden State Warriors will be slated at $30.5 million. With an increase of $12, a ticket price of $50 would automatically place the Warriors tickets above the league average. Since this is a significant price increase, ticket prices can stay stagnant for the next three years. With a consistent 97% of fans being team loyal, there is potential to earn an extra $10 million in ticket sales. Persuading the fans to attend games at a significant higher ticket price will be a challenge if the Golden State Warriors do not upgrade their team roster with superstar talent. It is essential that the Golden State Warriors sign a superstar free agent because a price hike in tickets will not be justifiable despite the brand loyal fans.
*Note: These diagrams are formula driven*

Channels of Distribution
A channel of distribution can be outlined as the collection of organizational units, institutions and agencies within or external to the manufacturer, which perform the functions that support product marketing. In the basketball game, there are many opportunities of distribution of the organizational services. Services include the selling and distribution of the tickets, publication, merchandising, television, airtime, etc. The channel distribution that would provide opportunity for maximum profit is to sign a TV deals with Comcast, DirecTV, Dish Network or any other cable provider. This would pose two great opportunities for The Golden State Warriors. If they end up signing a superstar free agent that helps the team become a championship contender, it will create awareness around the nation. All of the people that cannot afford or attend due to the long distance will want to subscribe to one of the two cable networks. Those fans will also purchase more Team Gear. If the team is winning and entertaining to watch, then TV and cable networks will want to air their games.
In today’s retail industry, the big three sport brands are Nike, Reebok and Adidas. They are known to sponsor teams and players by playing them to wear their respective logo. With high brand awareness, one of the big three sports brand will be able to represent the Golden State Warriors brand in retail chains across the country. Retail chains such as Footlocker, Sports Authority, Champs, and Dick’s Sporting Goods will be in high demand for Golden State Warriors merchandise. Online avenues such as Eastbay.com, GoldenStateWarriors.com, and MitchellandNess.com will also see a significant increase in merchandise sales due to the convenience of the customer.
To promote the sale of tickets The Warriors should try to expand their distribution channel. This could be done through hiring a group of people that could sell and promote the team during events that take place throughout the bay area, like music festivals, major school events, family events, shopping complex, Movie Theater, and amusement parks. The Warriors don’t have much publicity compared to other NBA teams such as the LA Lakers, San Antonio Spurs, Boston Celtics, and Miami Heat. This will help the Warriors to increase ticket sales and publicity and it might build peoples interest to go watch the game.
In order to reach people through the World of Internet, The Warriors can use various social networks such as LinkedIn, Facebook, and Twitter. The Warriors can advertise through these sites, promote special offers and give away tickets, or other Warriors merchandise to the fans. Even the people that are not aware of the team, they will become aware of the team and that might bring in more people to the games. The other methods of grabbing fan attention and increase distribution could be radio. There are multi lingual radio stations in the bay area that the team can use in their favor. Majority of the people in the bay area speak Spanish so was can reach that audience the team should try to convey their message in Spanish. Same offers such as free tickets and team merchandise will be provided to all radio stations. Another way of distribution is by sending special offer through United States postal service and emails. In those offer there will be special discount on tickets and other product sold at the game. Also by using these discount coupons they will get discount when they purchase the tickets prior to the game. Ticket distribution can also be promoted through advertisement banners on major highways. The team will promote ticket sales and also get promotion for them.

Advertising, Sales Promotions, PR Plans
As the Golden State Warriors organization positions itself as one of the elite teams in the league, this group will need to help the team gain maximum exposure to the fans and players alike. The first avenue would be to buy air time for a commercial during primetime TV. In the commercial, it can point out that the Golden State Warriors are a team that is committed to excellence and is on the road to the championship with their recent superstar signing.
Print billboard placements in the cities of Oakland, San Francisco, and San Jose would also bring awareness to the people of the Bay Area. Placing one billboard on 101 en route to San Francisco, in between Redwood City and Burlingame would catch the eyes of millions of drivers per day. Placing an ad on highway 880 in the Fremont area would be great for the people that are living in the East Bay. Placing a billboard on highway 85, near the downtown San Jose area would bring exposure to all the people of the South Bay. The three areas stated for billboard placement are high traffic areas and will gain the attentions of millions each day. On the billboards, they can promote special nights such as
Senior Citizen or Student night which will enable them to come to games at a discounted price. Instead of paying an average of $50, they will enable them to purchase them at $35. There will be only 1000 tickets set aside for this promotion and will occur 5 times a season. At a $15 discount, it poses as a $75,000 loss per season. There is a loss, but it creates potential for the future. It will be a great opportunity for the older and younger generations to enjoy an entertaining NBA game a fraction of the ticket price.
For approximately 10 games a season, the Warriors can do giveaway night on which the first 5,000 fans will receive an item that is valued at $10 each. This will also pose a $500,000 loss, but will be a great promotion that will create additional brand awareness.
Another great way to provide awareness is to advertise special player appearances at the local schools and sport retail stores. This will be a great way to help the public interact with players of the Golden State Warriors. Sport retail chains will have the option to purchase autograph time slots from various Warriors players to help promote their store. Local schools would not be billed as it will be a part of the community service sector. Children from the schools look up to these players as their hero’s and will provide a lifelong memory that will, most likely, translate into future profits for the Golden State Warriors.
With community service being a large part of an organizations persona, Warrior players can also make special appearances to bay area children hospitals where they can speak and distribute memorabilia to ailing children. Warrior players can also participate in local school functions and distribute memorabilia and tickets through organizing games at the event. Joining the Red-Cross to create exposure and promotes the Warrior organization in a positive light giving back to the community.
Through the Penny Saver magazine the Warrior’s organization can advertise their game schedule and also provide information for discounted game tickets. Advertising in local community newspapers that includes discounted coupons to games for local residents. Set up booths at local community events and create an advertisement via radio to promote giveaways, lucky draws for game tickets and also selling merchandise.
Merchandise will be sold in local sport stores and in tourist areas such as San Francisco’s Fisherman’s Warf. 5% Discount’s will be given at these stores and locations if you bring in your game ticket, within a month from attending a game, to apply towards the merchandise purchase. Partner with nationwide retailers, such as Wal-Mart and Target to create and promote brand awareness and sell merchandise.

Budget for 3 Years
*Note: This diagram is formula driven* | Value per unit | Quantity | Total # of units | Profit | Loss | Year 1 | Year 2 | Year 3 | Ticket Sales | $50 | 19,596 | 41 | x | | $40,171,800 | $40,171,800 | $40,171,800 | | | | | | | | | | Team Salary | $82,230,991 | | | | x | $82,230,991 | $82,230,991 | $82,230,991 | Coaches | $5,000,000 | | | | x | $5,000,000 | $5,000,000 | $5,000,000 | Corporate | $1,000,000 | | | | x | $1,000,000 | $1,000,000 | $1,000,000 | | | | | | | | | | Retail/ Merchandise | $10,000,000 | | | x | | $10,000,000 | $10,000,000 | $10,000,000 | | | | | | | | | | Cable TV Contract | $100,000,000 | | | x | | $100,000,000 | $100,000,000 | $100,000,000 | | | | | | | | | | Marketing | | | | | | | | | TV Commercials | $250,000 | 20 | | | x | $5,000,000 | $5,000,000 | $5,000,000 | Billboards (1 yr) | $2,500 | 3 | 12 | | x | $90,000 | $90,000 | $90,000 | Promotional Giveways | $10 | 5,000 | 10 | | x | $500,000 | $500,000 | $500,000 | Discounted Tickets | $15 | 1,000 | 5 | | x | $75,000 | $75,000 | $75,000 | Special appearances @ retail stores | $20,000 | 1 | 10 | x | | $200,000 | $200,000 | $200,000 | Special appearances @ childrens hospital and schools | $45,000 | 2 | 10 | | x | $900,000 | $900,000 | $900,000 | | | | | | | | | | | | | | | | | | | Totals | $198,548,566.00 | $25,622.00 | 88 | 0 | 0 | $55,575,809.00 | $55,575,809.00 | $55,575,809.00 | | | | | | | | | | Year 1 Profit | $55,575,809 | | 3 Year Profit | $166,727,427 | | Year 2 Profit | $55,575,809 | | | | | Year 3 Profit | $55,575,809 | | | | | | | | | | | | | |

At the end of 3 years, we will profit an astounding $166,727,427!

References
1. Lombard, John: Despite economy, NBA ticket sales show positive signs. http://today.sportingnews.com/sportingnewstoday/20090128/?pg=34. Sporting News Today. Jan 29, 2009
2. Answers.com: Golden State Warriors. http://www.answers.com/topic/golden-state-warriors#1987.E2.80.931994:_Resurgence. 2009.
3. Matyszczyk, Chris: NBA PR man admits he’s anonymous commentor. http://news.cnet.com/8301-17852_3-10248462-71.html. Cnet.com. May 23, 2009.
4. Young, Eric: Golden State Warriors’ team value rises to $335M. http://sanfrancisco.bizjournals.com/sanfrancisco/stories/2008/12/01/daily73.html. Dec 4, 2008
5. Forbes.com: NBA Team Valuations: http://www.forbes.com/lists/2008/32/nba08_NBA-Team-Valuations_Value.html. Dec 3, 2008.
6. Forbes.com: #18 Golden State Warriors: http://www.forbes.com/lists/2008/32/nba08_Golden-State-Warriors_324799.html. Dec 3, 2008.
7. RPIRATINGS.com: Where NBA Players Come From: http://rpiratings.com/NBA.html. 2009.
8. Theuptown.net: The Uptown Apartments. http://www.theuptown.net/plans.html. 2009.
9. The Scores Report: The Top 10 NBA Free Agents of 2010. http://www.scoresreport.com/2008/12/11/the-top-10-nba-free-agents-of-2010. Dec 11, 2008.
10. HoopsHype.com: Salaries. http://hoopshype.com/salaries.htm. 2009.
11. Boston.com: Comcast shooting for Celtics. http://www.boston.com/business/globe/articles/2007/02/27/comcast_shooting_for_celtics. Feb 27, 2007.
12. Bureau of Labor Statistics: Unemployment Rates for Metropolitan Areas. http://www.bls.gov/web/laummtrk.htm. July 29, 2009.
13. AOL News. The Most Dangerous City in the USA. http://channels.isp.netscape.com/whatsnew/recent.jsp?story=20090810-1032. 2009
14. Yahoo Answers. What Is The Most Dangerous City? http://uk.answers.yahoo.com/question/index?qid=20081221143801AAqZlR9. 2009.
15. Yahoo Answers. Is Alameda California a safe place to live, if I'm working class? http://answers.yahoo.com/question/index?qid=20081014210539AAFhPIV. 2009.
16. Fractal Press. Earthquakes as Rare Events. http://www.fractalpress.com/blog/2008/04/15/earthquakes-as-rare-events/. April 15, 2008.
17. MercuryNews.com “Asian population surging in Bay Area” http://www.decheung.com/2006/10/asian-population-surging-in-bay-area.html. Sept 30, 2006.
18. ESPN.com. Boston Celtics Roster 2009-2010. http://sports.espn.go.com/nba/teams/roster?team=Bos. 2009.
19. Yahoo Answers. How Bad is Boston Snow? http://answers.yahoo.com/question/index?qid=20081210131147AAuqWCi. 2009.
20. The Business of Sports. NBA average ticket price is up 2.8%. http://www.jsonline.com/blogs/sports/33830659.html. Nov 4, 2008.
21. Wiki Answers. What is the average seating capacity for NBA stadiums? http://wiki.answers.com/Q/What_is_the_average_seating_capacity_for_NBA_stadiums. 2009.
22. Satellite TV News. DirecTV, NBA TV Signs Distribution Deal. http://www.satellitetv-news.com/directv-nba-tv-signs-distribution-deal. 2009.
23. Sports Business Journal. Deals would push NBA TV toward distribution goals. http://www.sportsbusinessjournal.com/article/62317. Apr 20, 2009
24. For Entrepreneurs. Costs of Advertising on Television. http://www.gaebler.com/National-TV-Spot-Ad-Costs.htm. 2009.
25. For Entrepreneurs. Cost of Billboard Advertising. http://www.gaebler.com/Billboard-Advertising-Costs.htm. 2009

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