Summary: The Seattle Supersonics

ACTION PLAN

Product Positioning
The Seattle SuperSonics would represent an on-court product that targets the greater Seattle area but would be nationally marketed through the NBA. Even if the NBA feels they have enough teams and do not wish to split up the revenue any more than they already have, Seattle is still a great place for a team to be, though, as it is the 14th largest television market.
Stadium
The Supersonic’s fans would be able to visit the stadium for the games and see the team play in person. Some may even pay to meet the team after the games or in the off-season.
Television
Supporters of the team would be able to watch the games on television, which Seattle is very high on the television market. It would be an ideal city to
create a basketball team
In addition to the stadium and television, there are certain age groups that play into the product positioning. The age range would consist of people from the ages of 7-40. Further, these groups can be broken down into certain sections, ages 7-12, 13- 19, 20-29, 30-39, and 40+.
7-12
The first age group would be children from the ages of 7 to 12. Reaching out to the younger age groups will allow the Sonics to establish long term multi-beneficial relationships that would provide the franchise with a long-term fan base. Interacting with the youth will not only help this franchise interact with the community, but it will also provide these young fans with various opportunities such as meet and greets, shoot arounds, and stadium tours with former and current Supersonic players.
13-19
The next age group is 13-19 which would be teenagers who have an interest in sports in general. The most impactful medium to reach this target market would be finding influential brand ambassadors who either played for the Sonics or a popular cultural figure from Seattle. We would reach out to other sports figures such as Russell Wilson from the Seahawks and Robinson Cano from the Mariners to show their commitment to the Seattle community. Another way we would reach this market is by creating partnerships with popular YouTube sports channels such as Whistle Sports, Dude Perfect, and GoPro. Creating a partnership with various admired YouTube channels would make teenagers more inclined to participate in the creation of the new Supersonic team here in Seattle.
20-29
The third age group we would focus on are fans ages 20-29.
This age group makes up the plurality of the population of Seattle at 21%. From that 21%, we would focus on the male population as they are more likely to be into sports, specifically basketball. We believe this market segment would be the most influential and avid fan base due to their accessibility to monetary funds. This market would have the most expendable money, which would allow them to financially invest into their team by buying merchandise and tickets. By financially investing into the organization through ticket sales and merchandise, they world form an emotional connection to the team. The deeper connection to the Supersonics would increase the likely hood that this target market would recruit others and discuss their thoughts on social media.
30-39
The fourth target age group would be ages 30-39. As the second largest population group in Seattle at 19%, this would provide avid fan support. Similar to the third age group we would focus on the male population. This target market is focused on the dormant, former Seattle Supersonic fan base who saw their beloved team uproot their ties to the city and replant their roots in Oklahoma City. Many of these fans have switched their support to other local teams such as the Seahawks and/or the Mariners. It would be easy to convince these fans to regain their interest in the NBA.
40+
The fifth and final age group would be those individuals who are 40 years or older. The hope of this age group is to engage families and create a family-inspired community. Therefore, families would feel comfortable coming to Supersonic games for a night out. Overall, the Supersonics will aim to become the premier family sports entertainment option in the Seattle area.
Pricing
The NBA has been successful in completing a national television contract, therefore decreasing interest rates and thus creating more financial certainty in the industry. Because of the decreased interest rates and the foothold that the NBA has in their industry, the time is now to bring a new team to Seattle. To build the stadium, the owner would need to build via private funding and push for a waiver of the city’s admission tax. This would decrease the price of the tickets to people attending the games. If the team can do this, the ticket prices will be reasonable and it could draw a crowd to the games which, especially in the early phases of the team’s establishment, is crucial. Pricing will, overall, vary depending on where the customers want to be seated for the games, but the average ticket price for an NBA game is $55.88. There will also be season passes available.
Distribution & Promotion
Since the distribution of event tickets are done mostly online now, they will be available there. Also, they can be purchased in the traditional manner at the box office at the stadium.
Promotion is going to be a vital part of this plan.
Starting a new basketball team will mean that there will need to be general support of the surrounding area. One way to rally support is to have meet-and-greets with the team and possibly even specials on television about the players, coaches, and the team as a whole. Merchandise will need to be sold not only at the stadium but at department and local retail stores. With the games showing on television because of the following the NBA already has, that will bring in support from more people around the nation. The use of radio and television will be the main way that the team will be
promoted.