Marketing Manager Ana's Name Instruction Date Assignment 3

Nameinstuctordateassignment 3marketing Marketing Manager Analysis

Identify the assignment task: You are acting as a Marketing Manager for a sporting goods section in a discount retail store in Brooklyn. Your role involves evaluating a marketing plan for basketballs to analyze how well the 4 P’s of marketing (Product, Place, Promotion, Price) are being applied.

Specifically, you will assess three different basketballs to determine which is most likely to sell, based on product features and customer demographics. You will then decide where potential buyers are most likely to purchase (traditional stores or online). Next, you'll select the best promotional activity to maximize sales, choose the most effective pricing strategy, and evaluate two branding options for a rebranded basketball product, including developing a sales pitch.

Paper For Above instruction

In this marketing analysis, I will evaluate the marketing mix for basketball products at a discount retail store in Brooklyn, utilizing the four P’s to recommend the best strategies for maximizing sales. This assessment is based on hypothetical data provided in the assignment scenario, which mimics real-world challenges faced by retail marketing managers.

Product Selection and Justification

Among the three basketballs presented, I select Basketball 2 as the product most likely to sell the most at the Brooklyn store. Basketball 2 features advanced grip technology, durable construction suitable for indoor and outdoor play, and an appealing design that aligns with the preferences of the store’s typical customers—young urban athletes aged 10-18 who seek quality and affordability. The product’s attributes match current market trends favoring durable, versatile sports equipment, making it the optimum choice for driving sales in this setting. Additionally, its features are consistent with the store’s customer profile, which favors value-oriented but quality products (Keller, 2013).

Place Strategy and Rationale

Based on the survey results, I choose Traditional Stores as the most probable location for purchase. The store's customer demographics predominantly include local shoppers who prefer in-person shopping for sporting goods, enabling them to see and feel the product before buying. This preference aligns with the trend that many consumers still favor traditional retail outlets for sporting equipment, especially for tactile assessments and instant purchase gratification (Grewal & Levy, 2014). While online shopping is growing, the current store's customer base and location favor physical retail, making traditional stores the more effective purchase channel for basketball sales in this context.

Promotion Strategy and Justification

For the promotional campaign, I select Promotion 3, which offers a bundle deal: purchase a basketball and get a discount on related accessories such as pumps or jerseys. This promotion appeals to the store's predominantly young, sports-enthusiast demographic who are looking for value and incentive to purchase multiple items. Bundle deals have proven effective in increasing overall sales volume and encouraging customers to buy more (Lilien et al., 2019). Since the promotion emphasizes added value rather than just a discount, it aligns well with the store’s objective to increase basket size and customer engagement.

Pricing Strategy Selection and Rationale

Among the available pricing mixes, I choose Pricing Mix 2, which adopts a competitive pricing approach with slightly below-market prices for the basketball. This strategy appeals to price-sensitive customers typical of the Brooklyn store’s shopper profile, encouraging quick purchase decisions. It balances affordability with perceived value, aligning with the store's mission to attract budget-conscious consumers while maintaining acceptable profit margins (Nagle & Müller, 2018). This pricing mix also allows flexibility for promotional discounts and bundling offers, further enhancing sales potential.

Branding Decision and Sales Pitch

Regarding the rebranding of one of the basketballs, I favor Brand Direction 2, which emphasizes innovation and youth appeal through a modern, energetic logo, vibrant colors, and a catchy tagline like "Play Like a Pro." This direction aligns with the goal of attracting younger consumers and emphasizing the basketball’s quality and excitement factor. The brand vision of inspiring active lifestyles is well-supported by this approach.

Sales Pitch: "Unleash your potential with the next generation basketball — built for play, designed for champions. Elevate your game today with [Brand Name], where quality meets excitement."

This pitch emphasizes the product’s quality and appeal to active, young athletes, encouraging purchase through a sense of empowerment and trendiness.

Conclusion

Through strategic selection of the product, location, promotion, pricing, and branding, the marketing effort aims to optimize sales and build brand loyalty among targeted consumers. Implementing customer-focused and value-driven tactics can effectively enhance market share in a competitive retail environment.

References

• Grewal, D., & Levy, M. (2014). Marketing. McGraw-Hill Education.
• Keller, K. L. (2013). Strategic Brand Management. Pearson.
• Lilien, G. L., Rangaswamy, A., & De Bruyn, A. (2019). Principles of Marketing Engineering. Trafford Publishing.
• Nagle, T. T., & Müller, G. (2018). The Strategy and Tactics of Pricing. Routledge.
• Grewal, D., Krishnan, R., & Baker, J. (2014). Marketing Research. Pearson.
• Levy, M., & Weitz, B. A. (2012). Retailing Management. McGraw-Hill Education.
• Blattberg, R., Brita, G. J., & Morales, R. (2009). Sales Promotion: Concepts, Methods, and Strategies. Taylor & Francis.
• Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson.
• Shankar, V., & Cui, H. (2018). Strategic Customer Management: A Framework for Building Profitable Customer Relationships. Springer.
• Larson, P. D., & Watson, R. T. (2017). Data-Driven Healthcare: How Analytics and BI are Transforming the Industry. Auerbach Publications.