dicks sporting goods
Post on 13-Sep-2014
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Strategic Recommendations for Dick's Sporting Goods-VCU BrandcenterTRANSCRIPT
Evan Vosburgh
Jacob Abernathy
Krystal Plomatos
Hope Jordan
Everett Ching
Chris Trumbull
David Canavan
Rachel Stallworth
Dick’s Sporting Goods
S.W.O.T Team
Category
ConsumerStrategy
Hitting a Grand Slam
Training for Game Day
• 65 Surveys
• In-Store Observations & Interviews
• Web Crawling
• Competitive Analysis
76% of people surveyed agreed that, “I don’t see much of a difference”
76% of people surveyed agreed that, “I don’t see much of a difference”
76% of people surveyed agreed that, “I don’t see much of a difference”
Double Marked
Specialty Sporting Goods Stores
Mass MerchandisersLarge Format Sporting
Goods Stores
Why are you doing well?
Consumer
Hitting a Grand Slam
Who Priority DSG Delivers:
Team Families Place for one stop shopping Variety
Ath-LeisureLooking good while working
outBrands
Sports HobbyistsProducts that will help them enjoy the sports they love to
watch and playLow expertise and variety
Competitive EnthusiastsEquipment that will make them formidable enough to compete
High expertise and variety
Competitive ElitistsAdvanced level equipment and
a serious competitive edgeX
Athlete's Hierarchy of Needs
Self-actualization
Esteem
Love/Belonging
Safety
Physiological
Draft PickChampionship Ring
Letter JacketPersonal Records
Team Dinners, Halftime Huddle, Spirit Bags
Shin Guards, Jockstrap, Mouth Guard
Ball
Category
Consumer
Hitting a Grand Slam
Target the Fans and Just for
Fun
Sports for all?
Category
Consumer
Hitting a Grand Slam
Target the Fans and Just for
Fun
Return to what sports are
really about
Love of the game
What love of the game means
• Own-able
• Feeling we can rally around
• Elevates the brand
Category
Consumer
Hitting a Grand Slam
Target the Fans and Just for
Fun
Return to what sports are
really about
Strategy
Stand for Love of the Game
Love of the game at every touch point
Outside the Walls
Employee Experience
In-Store Experience
Where we Are
Where we Are
#1. Employee Experience
• Higher Calling
• DSG Playbook
• Incentivized Ongoing Learning
DestinationUtility
#2. In-Store
DestinationUtility
#2. In-Store
Functional
Interactive Tower
Play before you Pay
#3. Outside the walls
• Know about you & what you are doing
#3. Outside the walls
“If you did it and didn’t tell anybody, you didn’t do it.” -David Ogilvy
Measurability
• Internal – Employee turnover & satisfaction surveys
• In-Store – Foot Traffic & Equipment Demos
• Outside the Walls – Web Metrics & PR
Category
Consumer
Hitting a Grand Slam
Target the Fans and Just for
Fun
Return to what sports are
really about
Strategy
Stand for Love of the Game