The Marketing PlanSports & Entertainment Marketing

Chapter 6

The Marketing PlanWritten document describing the tactics and

strategies used to market the prod/srvc, how they will be implemented, and any future changes that may be necessary.

How you make your prod/srvc different than your competition

How tactics are implemented

Based on the data you collect

How do you interpret the data collected and explain it so people can understand it?

•Summary•Charts•Forms•Graphs

Components of the Marketing Plan:I. Analysis

A. Mission StatementB. Market InformationC. Tactics

II. StrategyA. Prod/ServiceB. DistributionC. PricingD. Promotional

Strategy

II. Strategy con’tE. FinancingF. Risk Management

III. ImplementationA. TimelineB. Assignment of

ResponsibilitiesC. Internal CommD. SellingE. Review &

Evaluation

I. AnalysisA. Mission Statement

1. Short description of purpose of businessB. Market Info

1. Potential customers (TM) and their needs, wants, and motivation to buy; how to get them and keep them

2. Direct vs. Indirect competition3. Gather information, analyze, and interpret

C. Tactics1. How the prod/srvc is different from the

competition

Marketing Plan

I. AnalysisII. StrategyIII. Implementation

A. Mission StatementShort description of the purpose of businessEX:

To bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.

To positively impact the lives of musicians, industry members, and our society at large.

seeks to be the leading brand of quality lifestyle accessories offering classic, modern American styling.

Marketing PlanI. Analysis

A. Mission StmtB. Mkt InfoC. Tactics

II. StrategyIII. Implementation

Our Mission Statement?To raise money for and awareness about

March of Dimes in our community.

“To help moms have full-term pregnancies and research the problems that threaten the

health of babies.”

B. Market InformationWho is our target market?

What are their needs, wants, & motivations to buy/support our cause?

After we get them to commit, how will we keep them committed?

Who is our direct and indirect competition?Gather information about the TM, analyze the

info, and interpret it.Explain in different forms (summary, charts,

graphs)

Marketing PlanI. Analysis

A. Mission Statement

B. Market Info.C. C. Tactics

II. StrategyIII. Implementation

C. TacticsHow will we make our event different (and

better) than our competition?

Marketing PlanI. Analysis

A. Mission StatementB. Market Info.

C. TacticsII. StrategyIII. Implementation

Any other even students and staff can go to after school on the day of our event.

Marketing Concept:Keeping the focus on satisfying customer needs

What info do we need to do this?•What price do we

charge?•How do we get our prod/srvc to the customer?•Prod/srvc management & improvement?•Best way to promote our prod/srvc?

Research current conditionsObserve competitionInterview competitor customersCheck the internetSurvey potential customersVisit trade shows

Surveys Created1. Gathering info to see what would get

students to come.2. Gathering info about planning event from

previous event planners.3. Gathering info about why people participate

& how they hear about them.4. Gathering info to see what would get

students to come.

Surveys EditedReview the purpose of your surveyEdit your survey according to my edits

and any other edits you see necessaryPrint a final copy of your survey to be

handed inUse a Post-It note to write whose G:drive the survey is on and attach to printed copy of survey

II. StrategyA. Product/Service

1. Based on marketing info & tactics

B. Distribution1. How will prod/srvc get to

customerC. Pricing

1. Best price? Cost to organization? Customer willing to pay? Number of customers willing to pay? Lower price = higher sales?

2. Cover costs and maximize profits

Marketing PlanI. Analysis

II. StrategyIII. Implementation

D. Promotional Strategy1. Advertising, Publicity,

personal selling, position in customer minds

2. What is the best media?E. Financing

1. Cost vs. revenueF. Risk Management

1. Legal Liability?2. Possible Risks and

potential solutions

A. Product/ServiceWhat should our MoD run/walk have to

ensure student and staff attendance?MusicFoodExtra CreditMandatory by coachesDate/Time

Marketing PlanI. AnalysisII. Strategy

A. Prod/SrvcB. DistributionC. PricingD. Promo StrategyE. FinancingF. Risk Mgmt

III. Implementation

B. DistributionHow will we make the run/walk available to

students and staff?After schoolWeekendNo athletic games or other events scheduled

Marketing PlanI. AnalysisII. Strategy

A. Prod/SrvcB. DistributionC. PricingD. Promo StrategyE. FinancingF. Risk Mgmt

III. Implementation

C. PricingWhat is the best price to charge to

participate? Purchase a wrist band? T-shirt?What will the event, wrist bands, and t-shirts

cost us?How much are students and staff willing to

pay?If we charged a lower price would more

people participate?

Marketing PlanI. AnalysisII. Strategy

A. Prod/SrvcB. DistributionC. PricingD. Promo StrategyE. FinancingF. Risk Mgmt

III. Implementation

D. Promotional StrategyHow will we get the word out?

Advertising and publicityWhat methods/media will we use to get the

word out there?AnnouncementsScreensPostersFlyers

Marketing PlanI. AnalysisII. Strategy

A. Prod/SrvcB. DistributionC. PricingD. Promo StrategyE. FinancingF. Risk Mgmt

III. Implementation

E. FinancingHow much will the event cost us?

BandFoodWrist bandsT-shirtsSponsors

How much can we expect to raise?Donation from people planning to walkCorporate donationsBoard of Education

Marketing PlanI. AnalysisII. Strategy

A. Prod/SrvcB. DistributionC. PricingD. Promo StrategyE. FinancingF. Risk Mgmt

III. Implementation

F. Risk ManagementWhat legal liabilities do we have?

Paperwork through schoolFood and beverage sales limited

What are possible risks involved in planning such an event?Rain outAnother event on same day

Solutions to risks?

Marketing PlanI. AnalysisII. Strategy

A. Prod/SrvcB. DistributionC. PricingD. Promo StrategyE. FinancingF. Risk Mgmt

III. Implementation

III. ImplementationA. Timeline

1. Start with date of completion and work backwards

B. Assignment of Responsibilities1. Delegate tasks

C. Internal Communication System1. Communication between group members

D. Selling1. Direct Sales

E. Review & Evaluation1. Measure progress at specific time posts

Marketing PlanI. AnalysisII. Strategy

III.Implementation

A. TimelineStart with the end

Plan backwards from the end to the beginningWhat needs to be done by what dates?

Marketing PlanI. AnalysisII. StrategyIII. Implementation

A. TimelineB. ResponsibilitiesC. CommunicationD. SellingE. Review & Evaluation