marketing lacrosse in southwest, va presentation by: bryant burnheimer ashley dawson mark picton...
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Marketing Lacrosse in Southwest, VA
Presentation by:Bryant Burnheimer
Ashley DawsonMark PictonRocky Weiss
Mission
To successfully implement, integrate and expand a girls lacrosse program into the
Southwest Virginia area.
Consumer:Strength
• Parents want their kids to stay active• Attract girls that did not make other youth sports• Has more footwork then softball or baseball
Threats• Risk of injury• Girls not getting playing time• Girls not interested in a “new” sport• Pressure from parents to win
Opportunity• To grow athletically• To build friendships• Develop hand eye coordination• Become better at their respective positions
Weakness• Can be costly for low income parents• Girls can attain injuries• Low attendance and knowledge of sport due to it being new
Competitor:Strength
•Not expensive to play•Plenty of fields to play•Good tradition in this area•Plenty of spectators•Sport stars to look up too (Mia Hamm)
Threats•Risk of injury•Girls not getting playing time•Pressure from parents to win•Decreasing field space due to pressure from other sports or over usage•Increasing registration fees due to poor economy
Opportunity•To grow athletically•To build friendships•Maintain a healthy lifestyle•Learn good sportsmanship•Grow in sport to advance to college and professional level
Weakness• high risk of child getting hurt• pressure from coaches to win
Company:Strength
•Fastest growing sport in last 5 years•Brine is solely a women’s lacrosse manufacturer of equipment•Many companies are jumping on board the product lines (Brine, Warrior Sports, Adidas, etc.)
Threats•Limited experience coaches available•Lack of corporate sponsorships•Bypassing established tradition of soccer in the area
Opportunity•Ability to implement instructional camps in the area•Establish relationships with retailers
Weakness• not many lacrosse camps out there to produce athletes
Climate:Strength
•Lacrosse incorporates many sports to establish a high paced game•No team cuts, so players do not have to worry about making team•Good social experience
Threats• Bad economy, parents don’t have as much disposable income• Community may not be ready to accept lacrosse• Athletes may not be willing to change to new sport
Opportunity•The market here is untapped, just waiting to be discovered•The popularity of soccer will enable lacrosse players to both use players and the field space
Weakness•Low market share in this area•Women’s market is still in the growth stage
Segmentation:Young female athletes in the NRVFemale competitors willing to try out a new
“edgy” sport that combines aspects of other
sportsTotal youth participation in the U.S.
17% of lacrosse participation from the South compared to 60% in the Northeast
Segmentation:States With Most Youth Players1. Maryland......................... 50,8562. New York........................ 38,6453. Massachusetts............... 18,2424. Pennsylvania.................. 16,8105. New Jersey.................... 16,1926. Connecticut.................... 13,3467. California........................ 10,3668. Virginia........................... 10,2329. Ohio.................................. 5,86510. New Hampshire.............. 5,433
US Lacrosse Membership1998: 43,6961999: 62,4072000: 78,3542001: 95,4102002: 118,4152003: 142,7172004: 165,3282005: 178,1752006: 213,8762007: 235,087
*Growth in Youth Market about 10% a year
*Growth in High School Market about 19% a year
Target Market Decisions:
Females ranging in age from 7-18Sport participants willing to try out a new sport in the spring
Soccer, volleyball, basketball, cross country, softball
Attract girls by advertising through elementary, middle and high schools
Sports Marketing Mix Decisions & Strategies:
Attract and hire coaches to start the groundwork in building an established program Contact local soccer coaches to spread the word and link up with them to attract athletesCoincide with soccer to share field spaceContact vendors to establish discount deals for players on equipmentUse the “edgy” appeal and new “market” freshness to draw in participants
Product :Lacrosse is the fastest growing sport in the last 5 yearsThe “edgy” appeal and the ideal combination of other sports attributes within lacrosse will attract athletes of all agesLack of coaches due to the infancy of the sport is preventing the current leagues from accepting all the playersConvince local female athletes that lacrosse is a good spring alternative to soccer
Price:Price of equipment is reasonable compared
to softball but still a little more than soccerEstimate of roughly $140 for full equipment
to play (stick, goggles, cleats, mouthpiece)Opportunity for prices to go down once
more vendors enter the marketOf course goalie equipment would cost
more $
$34.99-$199.99
$40.99-$99.99
$1.50-$19.99
$39.99-89.99
Place:Southwest , VAPromote lacrosse as a link with soccer so
you can share both participants, fans, and
field spaceSome current athletes are hesitant to
change if they already are good at one sport
Promotion:Market the sport through radio broadcasts,
TV commercials, and promotional campsPromote opportunities to play sport and
achieve scholarships in collegeMake contact with vendors to send
representatives to local middle school and
high schools Hire high quality coaches to help coach and
attract young females to play
Marketing Management Strategies:
• Implementation
- Use of funds to advertise for youth
lacrosse and create an interest
- Hold information sessions for parents
and prospective coaches
- Hold clinicals for athletes and coaches on awareness of the sport- Get VHSL approval and assistance and
distribute information through all high schools in region
Marketing Management Strategies:
• Management:– Establish a budget that suits the economy of SW,
Virginia– Have a year round (Fall to summer) league– Monthly league committee meeting– Establish positive relationships with surrounding
soccer leagues and programs
• Evaluation and Adjustment– Analyze amount of participants in a 2 year span to see
if there is a positive growth
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