Prince Sports C

1 In the 21st century, some environmental variables that may affect Prince Sports include ever-changing technology and the deployment and use of social media amongst all age groups. The use of social media is a marketing powerhouse. Microsoft and Facebook sell consumer information to companies who then in turn can fine tune their marketing strategies. They can also reach a larger audience, and more specifically, a younger one, ensuring they can have long-term customers. The constant changing of technology has its drawbacks too. The market is saturated with cheap materials and due to the rise of the popularity of the sport, demand is increasing. With the cost of everything rising, marketing for a cost effective yet competitive product is key.2 Prince sponsors tennis training camps for kids and adults. They are interested in continuing the rise of tennis in the US. By fostering training and awareness, young consumers who might not have aware of the joys of tennis have a fun and educational experience. Prince also holds “demo events” where consumers can gain awareness for the company and try out their new products themselves.3 Prince designs and markets their racquets to meet the needs of three distinct styles of players. They also meet the need for three levels of players from pros on television, recreational players and juniors or children. To reach recreational players, they realize that not everyone is a pro, and that everyone has a different swing. They create their products with this in mind. Demo racquets and promotional material is placed in stores where the recreational player may shop. This also can pertain to the junior players. Another all-encompassing trait that Prince practices is utilizing the combination of price point, technology and performance. Recreational players are typically older, with disposable income. They can afford better racquets, and may keep the same one for a little longer than the...
CASE STUDYPrince Sports, Inc.: Tennis RacquetsFast changes in environmental market place such as social development (globalization and development of social networks), economic unsteadiness (crises), technological progress, fast growing competitive world and strict marketing regulatory directly affect work of most of marketing companies or marketing and brand image divisions of the companies. I order to implement a successful campaign or increase sale and consumer awareness companies have to stay in pace with recent marketing environment and take into consideration every possible detail that might help or ruin image of a company or product. This case study will analyze marketing principle and vision in the context of Prince Sports, Inc. The main focus of case study is Prince Sports, Inc segmentation and positioning. Prince Sports is a racquet sports company whose portfolio of brands includes Prince (tennis, squash, and badminton), Ektelon (racquetball), and Viking (platform/paddle tennis). Its complete line of tennis products alone is astounding: more than 150 racquet models; more than 50 tennis strings; over 50 footwear models; and countless types of bags, apparel and other accessories. (Marketing, Eleventh Edition, Kerin, p.239). With a dramatic growth of interest to tennis among different demographics Prince Sports perceived a necessity to target every possible type of consumer. Being in business from 1970 Prince Sports, Inc recognized the fact that every tennis player wants the same thing: to play better. But they don’t all the same skill, or the same ability to swing a racquet fast (Marketing, Eleventh Edition, Kerin, p. 240). Taking into consideration a fast growing opportunities which include: developed technologies, consumers with different needs and abilities and expansion of social network Marketing team of Prince Sports, Inc has came up with a marketing concept: Tennis Racquets for Every Segment. 1. Taming Technology to meet player’s needs....
“Social media is characterized largely if not completely by the content trail— ratings, reviews, comments, and more— that it leaves on the social web and by the voting processes and related assessments that clearly mark what the crowd thinks of this content. So, right off, you have a measurable “pulse” that you can use to guide your efforts in near real time. Listening to and responding to your customers by paying attention to their conversations is a great way to use social media to influence these discussions.
Evans, Dave. Social Media Marketing : An Hour a Day (2nd Edition). Hoboken, NJ, USA: John Wiley & Sons, 2012. ProQuest ebrary. Web. 19 October 2014.
Copyright © 2012. John Wiley & Sons. All rights reserved.
Evans, Dave. Social Media Marketing : An Hour a Day (2nd Edition). Hoboken, NJ, USA: John Wiley & Sons, 2012. ProQuest ebrary. Web. 19 October 2014.
Kerin, R., & Hartley, S. (2013). Marketing (11th ed.). New York, NY: McGraw-Hill/Irwin.