Scenario MKT 113 - Chapter 9: Prince Sports, Inc. Southern New Hampshire University Prince already does a lot to encourage people to use their racquets; they run ads advocating their advanced technology, invest in a “Teaching Pro” program, and sponsor a lot of professional tennis players. However, Prince could work on promoting tennis overall and targeting junior and recreational players. Prince owes much of its success to its ads and product placement in stores, but has a few hiccups with simplification and globalization. In order to promote playing overall, Prince needs to segment their products not only on price and professional level of play, but on personalities and behavior. A great way to do this would be to run ads on in media
The only promotional area they could improve on would be advertisements. You will hardly see an advertisement on television for Prince, unless you happen to be watching the tennis channel. If they would at least run some commercials during prime time sporting events or sports channels they may be able to reach more potential customers. Prince continues to be a leader in innovation and quality in the tennis arena. They continually update their marketing campaigns to reflect how consumers interact with their product and the way they are able to reach their target markets.
With more and more people becoming interested in the sport, these camps would be beneficial as far as doing more than just piquing the interest of the players. If Prince Sports also holds an event where interested consumers can go and watch players play against one another and even allow these consumers to try out the tennis racquets made by Prince Sports, then they
To gain distribution and sales in mass merchandisers like Target and Walmart, they could offer a promotional sale or coupon that includes another item from that store. For example, if they bought a new racquet the customer could get a case of water for free. To increase their sales in smaller specialty stores they could provide literature and posters to be placed throughout the store which outline and compare Prince to other brands and explain why they are the best option. People who go into a specialty tennis store are looking to find the best tennis product to fit their needs and if Prince makes itself to look like the best competitor then they will get the sale. With tennis gaining popularity, sales at Prince Sports should increase as well.
Case Study Analysis: Prince Sports, Inc. Kimberly Amodio Introduction Prince Sports is a racquet sports company whose portfolio of brands includes Prince (tennis, squash, and badminton), Ektelon (racquetball) and Viking (platform/paddle tennis). The company was founded in Princeton NJ in 1970, while Bob McClure was reversing a vacuum cleaner motor, and engineers the worlds first ball machine, known as the "Little Prince". It's complete line of tennis product is astounding: they carry more than 160 racquet models; more than 50 tennis strings; over 50 footwear models and countless apparel, bags and accessories. Prince prides itself on its history of innovation in tennis, including inventing the first “oversize” and “long body“ racquets, the first “synthetic gut” tennis string, and the first “Natural Foot Shape” tennis shoe. Work cited:(Kerin, R, Hartley & Rudelius, W -- Marketing 11th ed.
They should also look into markets where the climate would support playing tennis on a more frequent basis. A couple countries that would meet this criteria are England, France, and Germany. Good ways to market to those countries would be opening up shops and providing demonstations there of the product, endorsing local talent and getting the product out there in a professional stand
Marketing for CanGo can and will be easy. Social media can and will help CanGo publish the game and Smartphone marketing such as “Google Play” and “Iphone” gaming market can help promote the game. Once the game creates entrance then the extra funds can go into a PC copy and start the development for two more games. Part two of the first installment and start browsing other educational needs such as the middle school or High school level. Just to Recap CanGo has to do the following to make this specific project a success.
This would also most likely be true for college students as well since college students, for the most part, are young and look up to celebrities. Towell’s article also talks about how students would also be interested in reading biographies written by a celebrity. Corey Taylor is a celebrity and the book he wrote is pretty much an autobiography, therefore based on this argument, this would be a good book for students to read. Towell’s article also makes a great conclusion; “if students are allowed to read about what really matters to them, they will become readers for life”
The main emphasis of the case study is Prince Sports, Inc segmentation and positioning. Prince Sports is a racquet sports company, their brands includes Prince (tennis, badminton, and squash), Viking (platform/paddle tennis), and Ektelon (racquetball). Its whole line of tennis products alone is quite remarkable: more than 150 racquet models; greater than 50 tennis strings; in excess of 50 footwear models; and numerous sorts of bags, attire and additional accessories. (Marketing, Eleventh Edition, Kerin, p.239). With the rise of the interest to tennis among different demographics Prince Sports perceived a necessity to target every possible type of consumer.
Team player Section: Fitness & Exercise Being part of a sports team means more than increasing your strength, stamina, and skills. The physical benefits of playing sports are extremely important. But being on a sports team also can help sharpen interpersonal skills and give you practice in coping with stress and anxiety. "You feel more comfortable being around people," says 14-year-old Brian, from Sudbury, Massachusetts. "It also helps when you do group projects in school.