Marketing Analysis BASKETBALLS AT BROOKLYN RETAIL STORE
Basketball 1
WILSON COURTSIDE BROOKLYN NETS OUTDOOR RUBBER BASKETBALL
Show off your love for the Brooklyn Nets
with this official Nets branded basketball.
This ball is constructed from rubber for
maximum bounce, making it ideal for street
ball. It has an exclusive dual-density cover
for a soft, cushioned feel with wrap-around
channels designed for outdoor use. The ball
measures 29.5 inches and is slightly lighter
than an official NBA ball.
Basketball 2
SPALDING INDOOR/OUTDOOR BASKETBALL
Built using a composite leather cover, the Spalding official-size NBA basketball looks and feels like an official NBA ball. The ball also includes a foam-backed design with full ball pebbling, helping it stand up to the challenge of competitive play while maintaining a soft, tacky feel. Best of all, the ball is designed for use both indoor and outdoor use, so you can bring it to the YMCA or the playground.
PRODUCT DESCRIPTIONS
Basketball 3
SPALDING OFFICIAL NBA BASKETBALL
Look and feel like a pro with this NBA official game ball. This is the exact same ball used in NBA games night after night, complete with the NBA log and twitter handle. It has a full grain horween leather cover, for superior texture and feel. Designed for indoor use only. If you’re looking for the real deal, look no further – this is it!
2 STRAYER UNIVERSITY | COPYRIGHT © 2016. ALL RIGHTS RESERVED.
Wholesale Cost: $12.00 Wholesale Cost: $25.00 Wholesale Cost: $89.99
CUSTOMER PROFILE
3 STRAYER UNIVERSITY | COPYRIGHT © 2016. ALL RIGHTS RESERVED.
• Target customer age: 15-35 years
• 70% male
• Median household income of $55,000
• 90% of customers live within a 5 mile radius
• 80% of customers actively participate in sports; of
those, 50% play basketball at least once a week
• There is a YMCA one block away with an indoor
basketball court; many customers are members
• There are 14 outdoor basketball courts within a 10 mile
radius of the store; many customers play in pickup
games regularly
• 40% of customers consider themselves “strong
supporters” of the Brooklyn Nets
POTENTIAL BUYER SURVEY
4 STRAYER UNIVERSITY | COPYRIGHT © 2016. ALL RIGHTS RESERVED.
I value convenience over being
able to touch and feel products
before purchasing
When I shop, I usually know
exactly the product I want
I don’t like to wait for a product
when I decide I need it
I like to investigate numerous
options prior to purchasing
I prefer to see, touch and test a
product prior to purchasing
I typically remain attached to
one product versus shopping for
alternatives
Target Customers (%)
STRONGLY DISAGREE
DISAGREE NEITHER AGREE NOR DISAGREE
AGREE STRONGLY
AGREE
18 36 21 17 8
8 28 38 14 12
12 16 23 32 17
12 14 18 21 35
16 14 18 21 31
32 22 14 18 14
POTENTIAL PROMOTIONAL OFFERS
5 STRAYER UNIVERSITY | COPYRIGHT © 2016. ALL RIGHTS RESERVED.
Promotion 1 Promotion 2 Promotion 3
Designed by Bedneyimages – Freepik.com
Designed by Harryarts – Freepik.com
PRICING OPTIONS
6 STRAYER UNIVERSITY | COPYRIGHT © 2016. ALL RIGHTS RESERVED.
Pricing Mix 1
Pricing Mix 2
Pricing Mix 3
WILSON COURTSIDE BROOKLYN NETS OUTDOOR RUBBER BASKETBALL
$29.99
WILSON COURTSIDE BROOKLYN NETS OUTDOOR RUBBER BASKETBALL
$19.99
WILSON COURTSIDE BROOKLYN NETS OUTDOOR RUBBER BASKETBALL
$9.99
SPALDING INDOOR/OUTDOOR BASKETBALL
$29.99
SPALDING INDOOR/OUTDOOR BASKETBALL
$39.99
SPALDING INDOOR/OUTDOOR BASKETBALL
$44.99
SPALDING OFFICIAL NBA BASKETBALL
$89.99
SPALDING OFFICIAL NBA BASKETBALL
$129.99
SPALDING OFFICIAL NBA BASKETBALL
$179.99
BRAND VISION: WILSON STREET
7 STRAYER UNIVERSITY | COPYRIGHT © 2016. ALL RIGHTS RESERVED.
Our vision is to be the leading brand for outdoor, street ball enthusiasts by providing basketballs specifically
designed to meet their needs.
DescriptionBrand Component
PURPOSE
DEMOGRAPHIC
CHARACTER
ESSENCE
REASON TO BELIEVE
14-25, male
Passion, authenticity, grittiness, spontaneity
By players, for players
Most brands design basketballs for indoor and light outdoor use. Few brands have designed basketballs around the
outdoor, street ball culture embodied in many American cities and emulated across the country.
Brand Direction 1
REC LEAGUE
LET’S BALL.
Brand Direction 2
RUCKER PARK WE GOT NEXT.
Rec League represents the wide array of informal basketball cultures and
captures the essence of impromptu basketball games all across America.
Inspired by the famous court in Harlem, Rucker Park embodies the iconic
culture of pick-up games and their influence on basketball culture.
