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Mkt. 301
Jessop, Alicia. "The NBA's Extensive Digital Following Creates Unique Marketing
Opportunities For The Finals." Forbes. Forbes Magazine, 06 June 2013. Web. 30 Apr. 2014
I. Introduction
1. With the growth of technology and the various forms of accessing content,
businesses have an opportunity to deliver their products in an innovative
way. The NBA is using social media and new forms of advertising to attract
their target market. In regards to this marketing move, the NBA has decided
to use concentrating marketing to focus their efforts on the group that they
believe represents a good part of their following. One way the NBA is
attempting to draw in their target market is by partnering with movies
studios to create co-promotional advertisements. For instance, they have
partnered with Universal, Sony, Disney, and Warner Bros. The NBA believes
that about 48 percent of their following resonates with individuals who are
under the age of 35. There for, by partnering with those movie studios, NBA
hopes to reach their followers as well, which are members of the target
market.
2. Terms: Concentrated Marketing- marketing to a specific target market;
Social Media- allows users to connect with each other and with other
entities to voice their opinions; Co-Promotional Advertisements: when
two firms partner up to create one time-slot ad that is meant to draw in the
other firms following; Marketing Strategy: an overall way to select the
target market and then satisfy that target market by blending market risk
variables; Customer intimacy: Firms tailor products or services to match
the needs of the customers; Promotion mix: the specific promotional tools
a company uses to reach its company
3. The NBA is using a marketing strategy known as niche marketing to target
individuals under 35 (Chapter 7, 201-202). The way that they have achieved
this is by engaging in a join promotion mix with Movie studios (Chapter 14,
426-427). The viewers who watch the commercials are watching two
commercials in one time slot. The joint advertisement is used in the hopes
that each respective company will be able to reach the other companys
viewer. By pairing up with movie studios that make movies that are relevant
to individuals under 35, NBA is hoping to reach the studios audience as well
their own audience.
II. Environment
2. Product- The NBA has one product that it wants to market, and that is the
game itself. The product strategy here involves how they want the product
displayed. To market the game, the NBA has decided to display the highlights
of their games throughout social media, as a way to bring in more viewers. It
also paired up with movie studios to created partnered time slot ads.
3. Price- The price of the social media and to watch the games is absolutely
free. There is the opportunity to buy NBA league pass, which will allow you to
see every game that is on each night, but for the average viewer, that option
may be too much.
4. Promotion- The promotion of this campaign was large scale. The majority
of the social media undertaking was done through the Internet. The time-slot
partnerships were advertised on the Internet and on the television.
5. Distribution- The distribution strategy was to allow the viewers to interact
with the league at their own leisure. Because the league is aired on
television, the viewer had the option to either watch it on TV live, or watch
the highlights afterwards.