Objective: New Sports Brand

Customer Needs Competitors

Customer problems: Market Leader __Adidas_____________
Poor quality
Market Challenger ____Nike___________
No sizes available
Right price Market Follower ______Kappa______
Major Competitors
Competitor # 1 ____Puma___________

Competitor # 2 _____Mog__________

Customer Wants Competitor # 3 ____Speedo___________

Must have features: Competitor # 4 ______Reebok_________

special designs
Choose a special type of fabric
Competitive Strategies
Leader Strategies
 Position Defense
 Flank Defense
 Preemptive Defense
Customer Segment  Counteroffensive Defense
Geographic  Mobile Defense
 Region:Eastern  Contraction Defense
 City:Dammam Challenger Strategies
 Density: High  Frontal attack
 Climate:Hot in summer and cold in winter  Flank attack
Demographic  Encirclement attack
 Age:All  Bypass attack
 Gender:Male and female  Guerilla warfare
 Family size:middle Follower Strategies
 Family Life cycle:Short  Counterfeiter
 Race N/A  Cloner
 Occupation All  Imitator
 Income:Middle  Adapter
 Education:All stages of education Competitive Tools
Psychographic  Price discounts
 Life Style :Healthy life  Lower-priced goods
 Personality:Flexible  Value-priced goods
Behavioral  Prestige goods
 Occasions:Sports competitions  Product proliferation
 Benefits:Sports performance development  Product innovation
 Uses:Sports time or daily life  Improved services
 Attitudes N/A  Distribution innovation
Customer Profile  Manufacturing-cost reduction
 Age:All  Intensive advertising promotion
 Gender:Male and female  Increase production
 Income:Middle  Increase usage
 Social Status:Married and single together  Increase users
 Preference:High  Something New _______________
 Brand : T.A Sports
Value Propositions Product Strategies
Positioning Objective Product Line Objective
 Positioning  Line Stretching
 Re-Positioning  Line Filling
 De-Positioning  Line Modernization
Unique Selling Proposition  Line Featuring

USP # 1 Partnering with lay off outlets

 Line Pruning

USP # 2 Promotional sales on high priced items Product Mix

USP # 3 Buy one and get the second for free Product Mix - Width 6
Perceptual Maps Product Line - Length 5
Product Item - Depth 4
Branding Strategies
Brand Development Objective
 Line Extension
 Brand Extension
 Multi-brand
 New Brand
Brand Sponsorship Objective
 Private Label
 Licensed Brand
 Co-Brand __________________
Branding Elements
Brand Naming
 Individual names
 Blanket family names
 Separate family names
 Corporate/individual name combo
 URLs
 Logo
 Character
 Slogan
 Jingle
 Something New ______________
Brand Equity
 Brand Reinforcement
 Brand Revitalization
 Brand Activations
 Brand Extensions
Brand Portfolio Role
 Flankers
 Cash cows
 Low-end entry level
 High-end prestige
 Place Strategies Promotion Strategies
Distribution Objective Advertising Objective
 Intensive  Informative
 Selective  Persuasive
 Exclusive  Reminder
Distribution Network  Reinforcement

 Superstores Advertising Media

 Supermarket  Broadcast - TV

 Convenience Store  Broadcast Radio

 Discount Store  Print - Newspaper
 Department Store  Print - Magazine
 Specialty Store  Print - Newsletter
 Catalog Showroom  Print - Brochure
 Own Outlet  Outdoor - Billboards
 Something New ________________  Outdoor - POP
Pricing Strategies  Direct mail
Pricing Objective  Telephone
 Maximize Market share  Internet
 Maximize Profit Digital Media Tools
 Survival  Facebook
Competitor's Prices  Instagram
Competitor # 1 _________High______  Twitter
Competitor # 2 __________High_____  YouTube
Competitor # 3 _________Middle______  Snapchat
Competitor # 4 _________Middle______  Google Map
Retail Price Sales Promotion Tools
Retail Price per unit 320  Samples/Free trials
Wholesale Price per unit 275  Coupons
Cost per Unit 10 to 50$  Cash refund offers
Promotional Pricing  Price offs
 Loss-leader pricing  Premiums
 Special-event pricing  Prizes
 Cash rebates  Loyalty rewards
 Low-interest financing  Tie-in promotions
 Longer payment terms PR Tools
 Warranties & service  Press Release
 Psychological discounting  CEO Speeches
Discounts  Public service activities
 Cash discount Sales Force
 Quantity discount Number of Sales Staff 20
 Functional discount Commission & Benefits
 Seasonal discount Event Sponsorship
 Trade Allowance Number of Events 5
 Unsatisfactory
Marketing objective is missing or
Objective objective is not quantifiable or objective
is inappropriate.
Little or no detail provided on target
market and its characteristics and needs.
Customer

A thorough SWOT
analysis is provided, and
reasoning for each item in
Competitor the SWOT is provided
and logical.

Value Proposition
Product Strategies
Branding Strategies
Pricing Strategies
Place Strategies
Promotion Strategies
Revenue Stream
Cost Stream
Satisfactory
Marketing objective is unclear and/or
not appropriately quantified.
Provides a description of the target
market and its characteristics and
needs, but is limited in depth and use of
secondary data to support the
assessment.
SWOT analysis is
provided, but there are
some missing points and
reasoning for each item
is not always thoroughly
provided and/or logical.
Excellent
Marketing objective is clearly stated
and appropriately quantified.
An outstanding assessment that
clearly identifies the target market,
its characteristics and needs, and
utilizes secondary sources to
support this assessment.
SWOT analysis is
provided, but there are
missing points and
there is no reasoning
provided for the items.