Marketing Plan

The Smart Ball

Sports Trainers Unlimited

Alexandra Sutter

Sports Promotions and Marketing

Dr. Gentile

Introduction/Background

Background: founded in 2005 when two college athletes were

unsatisfied with training products on the market

Mission:

Innovative, quality, and effective products that take serious athletes

to the next level of play

Emphasis on technology and science behind training products

First priority is customer satisfaction

Overview:

High end training products for a variety of sports

Markets to athletes in northeastern U.S.

Products

The Smart BallOther products/product extensions

Regular soccer ball with

undetectable micro chip that

records velocity, back spin,

and top spin of ball as well as

force of kick on ball and

placement of foot on ball

Data recorded and sent to

computer that analyzes

numbers and offers feedback

for improvement of kick

Audio file that coaches players while using the Smart Ball

Smart Balls for various sports: basketball, football, baseball, softball, tennis, and volleyball

Smart Cleat: cleats that sense where the main impact of the ball on your foot is

Situation Analysis

Economic Climate: current downturn, limited disposable

incomes, signs of economic improvement

Legal Environment: issues with SMART trademark, attention

to safety requirements, patents/licenses

Demand Trends: increased demand for sporting goods and

women’s products

Situation Analysis Cont.

Product Life Cycle: “introduction” stage, opportunity to

position STU in consumers’ minds

Technological Trends: technology is crucial in sport and

continually changing

Competitor Analysis: competitors include Soccer Pro and

traditional soccer ball brands (Adidas, Nike, Brine, Select)

Situation Analysis Cont.Strengths

Effective technology

Extensive research and develop on product and markets

Employees that are knowledgeable and enthusiastic about developing new products

Weaknesses

Sports Trainers Unlimited is not extensively known by consumers

No history of networks of customers or other business partners

Limited financial resources

Opportunities

No other products on market that are the same as the Smart Ball/no direct competitors

Increase in demand for products targeted towards women

Sporting goods industry expected to continue growing

Threats

Soccer Pro

Adidas, Nike, Brine, and Select soccer balls

Downturn in economy

Low income of target market

SWOT Analysis

Analysis of Target Markets Macro View: Dick’s Sporting Goods, The Sport’s Authority,

World Soccer Shop, Eurosport, college athletic departments

Micro View: female, collegiate athletes between the ages of 18 and 22 attending Division I institutions in northeastern U.S.

Market Size:

Over 1,800 in micro target market

Potential market is infinite because of versatility of Smart Ball

Market segmentation: by level of play, frequency of play, level of usage, benefit segmentation (improve skill vs. want of latest technology/products)

Analysis of Target Markets Cont.

Market Research (primary and secondary):

Price is main concern of consumers

More likely that someone else (parent, coach, etc.) would

actually purchase the Smart Ball

High level of interest of target market

Potential customers want to demo product before purchasing

Social Media is crucial in marketing product

Sporting good and market is growing

Technology is a vital part of sport

Sport Marketing Objectives1. Conduct at least six months of research and development on any

given product before it even becomes known to consumers

2. Attain backing from national soccer associations (National

Soccer Coaches Association and NCAA)

3. Hold at least six (one per month) Smart Ball demonstrations in

stores and online during the first six months the product is on

the market

4. Reach at least 60% of Division I colleges in the northeast

through marketing efforts, including but not limited to a

Facebook page, catalogue advertisements, mailings, and email

ads

Strategies and Tactics

Traditional Strategies:

New Market Penetration: first product of its kind/selling more

soccer balls to existing sport consumers

Market Expansion: market Smart Ball to high school males, ages

13-18, playing varsity soccer in northeastern U.S.

Product Development: new products include MP3 file that acts

as training coach, Smart Cleats, and Smart Balls for other sports

Diversification: computer software for collegiate soccer coaches

at Division III level to use in classroom training sessions,

possibility of applying technology to other types of products

Strategies and Tactics Cont. Brand Management:

Brand should represent quality, innovation, effectiveness, and consumer satisfaction

Brand should be top of the line but affordable

Development of loyal consumer base to help company grow to a multimillion dollar business in future

Relationship Marketing: interactive relationship with consumers through product demonstrations and one-on-one attention from sales reps

Tribal Marketing: help consumers bond over passion for soccer and use of Smart Ball

Marketing Mix Product Smart Soccer Ball

Price $65.00: product is elastic so need a reasonable price

Covers fixed and variable costs while still allowing STU to profit

Place Retail Stores: Dick’s Sporting Goods and the Sport’s Authority

Online: World Soccer Shop, Eurosport, STU website

Events: soccer tournaments, professional soccer games

Promotions Demonstrations, professional athlete endorsements, product

discounts/giveaways, email blasts, mailings

Public Relations Utilize customer testimonials to promote Smart Ball

Continual presence in soccer community