Bautista Sports Center
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Transcript of Bautista Sports Center
1
10 STEP Marketing Plan for Bautista Sports Complex
Nicole BautistaAugust 2015
1. Identify your target (PTM)2. What do they need, want,
demand (NWD)3. What are they choices
(competitors)4. Where is the opportunity (gap)5. How big is the market (3Cs)
Steps 1 to 5Summary headline of your PTM and market
6. Product7. Price 8. Promo 9. Place 10. Generic Winning Strategy of Mix
Steps 6 to 10Summary headline of the marketing mix & strategy
1. Describe the primary target market (PTM)*
Demographics (16 years old – 50 years old: male, Class A-B, single)
Lifestyle: athletes, healthy and active lifestyle
Behavior: coming for treatment, everyday training, leisure playing
2. PTM’s needs, wants & demands Needs: self-development and realization;
sense of belongingness
Wants: being in a team, exercising, healthy food
Demands: user-friendly, help them achieve their goals
3a. Direct and indirect products that address my PTM’s NWD Moro Lorenzo, Celebrity sports club Variables that affect choice of
product, brand: Number of members Price of membership/Use Exclusivity of the club Variability of equipment
4. Identify the gap between customers and competition
Where is the marketing opportunity?- Universities and and university teams- National teams- Budding athletesWhat NWDs are not being addressed?- Physiological and safety needsWhat can be the unique selling proposition for the
new product (totally new or repositioned.)- Sports center with am orthopedic clinic
5b. Estimate the market size using company data
Guesstimate on market share Celebrity Sports Center: Quezon City
households Older establishment: market are the older
people and their families Moro Lorenzo Sports Center: Ateneo
students/alumni In a school. Target: highly on students of
Ateneo
5. Decide on market size in pesos, not in number of people1. Competitor data=
2. Company data =
3. Customer Usage data = Use instinct and best business judgment to finalize market size
6a. Show how product looks vs. competition
6a. Show how product looks vs. competition
6b. Product Description
2.0 hectaresWith 2 basketball courts, an 8 lane
Olympic size pool, a gym, 4 badminton courts, a track
Sports Clinic – Orthopedic and rehabilitation medicine
7. Price
Pricing strategy: longer payment terms
Membership Price Non-member price
MY sports center 50% off on per use Per use basis
Moro Lorenzo Sports Center
1000/month Per use basis
Celebrity Sports Center
2000/month Per use with member endorsement
8a. Which of these modes does your product use?
Mass Personal
1 Events and Experiences 1 Personal Selling
2 Public Relations 2 Word of Mouth
3 Advertising 3 Direct Marketing
4 Sales Promotion 4 Interactive Marketing
8a. Your products Promotions
Show executions of this (from websites, print ads, actual commercials)
Mass1 Events and
ExperiencesHold inter-university gamesHold sporting events (Palarong Med, Palarong Pambansa, UAAP games)
2 Public Relations Corporate communications, product publicity
3 Sales Promotion Discounts for teams for early bookings, soft opening coupons for free trials
4 Advertising Facebook and online promotion. Online booking
8a. Your products PromotionsPersonal
1 Personal Selling Sports center “influencers” – young athletes to be posting about the center’s events
2 Word of Mouth Friendly staff, “influencers”
3 Interactive Marketing
Online marketing, social networks
4 Direct Marketing friendly staff
8a. Samples of Promo
8a. Samples of Promo
8a. Samples of Promo
8b. Competitor promo
8b. Competitor promo
8b. Competitor promo
8b. Competitor promo
9. Place Fort Bonifacio area – close to
Pasig, QC, Manila and Makati area
10. What is the generic winning strategy?
Which of the 4 strategies are being used? (bold and underline to most dominant strategy) Low Cost Producer Supply and Distribution Leverage Differentiation Niche