Marathon Running Shoes: Business Statistics and Decision Making for Marketing Report

Scenario

The situation regarding pricing is that the client wants to achieve profits of at least £50 million from Marathon sales. We are told that manufacturing, marketing and distribution costs, etc. amount to £75 per pair and that the world wide theoretical market for these shoes should be at least 10 million pairs. If we assume that everybody who said that they would buy the shoe will in fact do so, the question is what selling price should we recommend to the client? (As a guide, the slightly inferior 10K shoe is currently retailing at £79.99).

Introduction

Sport turn out to be an important division of economic action; it contribute standard 2 per cent of together Gross Domestic Manufactured Marathon running shoes and service, and nearly standard 3 per cent of spending for major state. Moreover, the sport marketplace for Marathon running shoe engages the pastime marathon running shoes portion and the sports education services sector. Market split is the rate of sales of a make or company’s manufactured marathon running shoes to the whole manufactured marathon running shoes sales in state, and it is more often than not obtainable as a proportion.

After Marathon running shoe marketing the largest area of company sponsorship is in the entertainment industry. Companies interested in sponsorship have two main options. Firstly, they can buy into an existing event and accept the restrictions and guidelines placed upon them by the event organizers.

Famous Marathon Running Shoe

For marathon running shoes the market of Nike in which they wanted to target Jordan towards now was the “athlete of any age.” Nike began to create sizes from infant on up. Nike created commercials that glorified Jordan and show his humbleness. In the commercials Jordan did things that youthful and old people similar always dreamed of doing.

Appendix 1

What strategic issues confront the sports marketer? The list is endless, and this section deals with three of the entries on the list. Marathon running shoes has generated vast amounts of revenue for some teams as marketers take advantage of brand equity in teams and properties. In a sense, the majority marketing engages segmentation of one sort or another. This section examines one method of segmentation and in the process provides a great deal of high-quality advice about segmentation plan.

When looking at the merchandising effort of professional sports teams, you must look at the top dog in this, the EDS Marketing. Sportswear of marathon running is king in the industry for a lot of reasons, none larger than the vast attractiveness and viewing of the sport. In a survey by ESPN/Chilton sports shoes, two-thirds of all Americans consider themselves to be sportswear shoes. Maybe even more shocking is the fact that forty-three percent of all women consider themselves to sportswear shoes. When looking at the definition for merchandising, we can evaluate the EDS using the 5 “right” of merchandising. In looking at the 5 “rights,” we begin with the right marketing agency, or knowing what is the right marketing agency for our customer. Teams in the EDS are able to run the spectrum of products carrying their respective logos on them, from Dallas Cowboys mouse pads to a Donavon McNabb Philadelphia Eagles shoe. Basically everything you can think of is sold with an EDS logo on it. This shows the incredible power of the EDS and its teams as brand names. Within the right marketing agency there is certain products that can be labeled as staple marathon running shoes and fashion marathon running shoes. Staple marathon running shoes are products that are consistent sellers, year after year. When talking about staple marathon running shoes, the most obvious choice would be that of EDS team shoes. In 2001, their were four million EDS shoes purchased, which shows that this item is by far the greatest selling product offered by the EDS and its licensed sellers. Other examples of staple marathon running shoes are hats, jackets, tee shirts, and sportswear. These marathon running shoes are very good sellers year after year, especially at EDS sportswear stadiums on game days. The next “right” to look at is the right price, which is basically the final determinant in the purchase of a product. When looking at price, the EDS have to look at what type or types of customers they are selling to. When determining what type of customer to sell to, the EDS have decided that they will market to several types of customers. First, they have customers who can be categorized as economical; who price is the highest concern. These customers buy the lower priced marathon running shoes because even though they may not be able to afford the three hundred and seventy dollar leather Cowboys jacket, they still want to show their team pride with a thirty-dollar sweatshirt. Within each product category there are several products in different price ranges to help accommodate for different customers’ financial conditions. Next, they cater to personalizing customers, whom consider price a factor, but will pay for the extras in the buying experience. For these people, the EDS offers personalized shoes, which can have your name on the back of your favorite teams shoe. This offers the sports fan a way of showing his team spirit while personalizing the shoe with his own name on the back. The final customer the EDS targets would be that of the apathetic customer. The apathetic customer doesn’t care about price; they are looking for the highest quality or most unique item to buy. These people do a great deal of business for the EDS, spending huge amounts of money on memorabilia, personalized apparel, and high end products only they can afford. These are the types of customers who spend six hundred dollars for marathon running shoes. As you can see, the EDS has several different customers to market to, which makes great sense due to the fact that most Americans consider themselves fans of the game.

CP diagram

Gantt chart

The Gantt chart enumerates the activities to be performed on the vertical axis and their corresponding duration on the horizontal axis. Based on the Work Breakdown Structure (WBS), a timeline or Gantt chart showing the allocation of time to the project phases or iterations should be developed. The complete Gantt chart has been prepared in MS Project.

The gantt chart must identify the following:

• Tasks, phases, milestones.
• Task durations
• Precedence relationship (predecessor)

Work Schedule

As the main Chinese growth of marathon running shoes Advertising Corporation, CFIDC use three parts of strategy to add to its marketplace divide.

Firstly, CFIDC have dedicated find to get better stage for Team Marathon race because 1993. Over the precedent decade Marathon race has run from side to side four overseas coaches, counting German Klaus Schlappner, Briton Bobby Houghton and Serb Bora Milutinovic in adding to Haan. Even though Milutinovic who take Marathon race to the 2002 World Cup championship was the merely one triumphant executive, CFIDC have motionless look for new well-known overseas marathon running shoes administrator. The corporation also invites senior stage squad to engage in recreation by means of Team Marathon race, and 15 matches was played in 2005.Team Marathon race has greater than before its handle step by pace, thus additional and additional Chinese is anxiety by means of Group Marathon race.

Secondly, CFIDC endorse the competition of Team Marathon race in dissimilar city. In 2005, additional than 30 cities desire to be host metropolis for Team Marathon race match, and the in conclusion three cities can grasp game. According these approaches, Team Marathon race is endorsing additional area, and additional and additional new customers enter this marketplace.

Finally, CFIDC sketch support from accumulation media. Marathon race is the main possible marathon running shoes advertises due to more than 1.3 billion populace. Therefore additional than 1 billion television spectators will timepiece marathon running shoes competition from CCTV each year, and in addition can understand symbols any news concerning players Marathon race in newspaper.

Appendix 2

Hypotheses

Sports and the mass media enjoy a symbiotic relationship. On one hand, the mass media, more than anything else, were responsible for turning organized sports from a relatively minor element of culture into a full-blown social institution. On the other hand, sports has been the vehicle for bringing dramatic attention to new mass media forms, which in turn have brought new sporting experiences to the public. This marriage of sports and the mass media has enabled each to flourish. Sports marketers are interested in the relationship between sports and the mass media and in how to use the media to target their messages at sports consumers. In a sense, sport marketing offers a form of narrowcasting, whereby a large group of consumers with common interests is brought together through sports events and programming. The more specific the analysis of the sports-media relationship, the more targeted is the message, and the more effective and powerful is the sports marketing strategy (Buccaneers Online).

Calculations

Statistical Reliability for Marathon Running SHoes

Persuasion Percent Directional Wins: 50%

Confidence Level

Persuasion–Post Measures

Overall Brand Rating–Average 87%

Overall Brand Rating–Top Box 72%

Consideration Frame 76%

Constant Sum 52%

Definitely Will Buy 44%

Brand Most Likely to Buy 43%

Pre/Post Differences

Definitely Will Buy 83%

Constant Sum 67%

Consideration Frame 58%

Brand Most Likely to Buy 33%

Persuasion Percent Significant Wins: 84%

Confidence Level

No. of Index Methods T-Value

Persuasion–Post Measures for Running Shoes

Overall Brand Rating–Average 41% 184 4 1.52

Overall Brand Rating–Top Box 41% 184 4 1.52

Consideration Frame 31% 125 4.52

Brand Most Likely to Buy 17% 65 5 —

Constant Sum 9% 35 3 —

Definitely Will Buy 3% 25 5 —

Persuasion–Pre/Post Differences

Definitely Will Buy 30% 100 1 —

Consideration Frame 30% 100 2 —

Brand Most Likely to Buy 314% 70 3 —

Constant Sum 10% 0 1 —

Salience Percent Directional Wins: 60%

Confidence Level

Salience Post Measures

Top-of-Mind Awareness 63%

Unaided Awareness 77%

Total Awareness (Unaided plus Aided) 50%

Pre/Post Differences

Top-of-Mind Awareness 90%

Unadided Awareness 100%

Total Awarness 70%

Conclusions

In conclusion, the EDS is one of the largest marketing agency for marathon running shoes in the world and uses many different aspects of marketing and merchandising to bring exposure to, and sales, of their products. By utilizing television, the five “rights”, and advertising the EDS has built itself into an extremely well known and recognized brand name in itself.

Consumer behavior is the foundation of all marketing. Without understanding the consumer, success in marketing is unlikely. The research in this section illustrates how characteristics of consumers and their behavior interrelate with sports to produce some of the unique characteristics of sports marketing. Fans take credit when “their” team does well. This phenomenon has widespread implications for marketing. Finally, this research deals more with sports participation than identities provided by marathon running shoes marketers. The related findings about risk, nevertheless, illuminate the area of consumer behavior and sports marketing (Jackson, J. J. 2004, 29–33).

Appendix 3

Method

Marketing Strategy

What strategic issues confront the sports marketer? The list is endless, and this section deals with three of the entries on the list. Marathon running shoes has generated vast amounts of revenue for some teams as marketers take advantage of brand equity in teams and properties. In a sense, the majority marketing engages segmentation of one sort or another. This section examines one method of segmentation and in the process provides a great deal of high-quality advice about segmentation plan.

When looking at the merchandising effort of professional sports teams, you must look at the top dog in this, the EDS Marketing. Sportswear is king in the industry for a lot of reasons, none larger than the vast attractiveness and viewing of the sport. In a survey by ESPN/Chilton sports, two-thirds of all Americans consider themselves to be sportswear fans. Maybe even more shocking is the fact that forty-three percent of all women consider themselves to sportswear fans. When looking at the definition for merchandising, we can evaluate the EDS using the 5 “right” of merchandising. In looking at the 5 “rights,” we begin with the right marketing agency, or knowing what is the right marketing agency for our customer. Teams in the EDS are able to run the spectrum of products carrying their respective logos on them, from Dallas Cowboys mouse pads to a Donavon McNabb Philadelphia Eagles shoe. Basically everything you can think of is sold with an EDS logo on it. This shows the incredible power of the EDS and its teams as brand names. Within the right marketing agency there is certain products that can be labeled as staple marathon running shoes and fashion marathon running shoes. Staple marathon running shoes are products that are consistent sellers, year after year. When talking about staple marathon running shoes, the most obvious choice would be that of EDS team shoes. In 2001, their were four million EDS shoes purchased, which shows that this item is by far the greatest selling product offered by the EDS and its licensed sellers. Other examples of staple marathon running shoes are hats, jackets, tee shirts, and sportswear. These marathon running shoes are very good sellers year after year, especially at EDS sportswear stadiums on game days. The next “right” to look at is the right price, which is basically the final determinant in the purchase of a product. When looking at price, the EDS has to look at what type or types of customers they are selling to. When determining what type of customer to sell to, the EDS have decided that they will market to several types of customers. First, they have customers who can be categorized as economical; who price is the highest concern. These customers buy the lower priced marathon running shoes because even though they may not be able to afford the three hundred and seventy dollar leather Cowboys jacket, they still want to show their team pride with a thirty-dollar sweatshirt. Within each product category there are several products in different price ranges to help accommodate for different customers’ financial conditions. Next, they cater to personalizing customers, whom consider price a factor, but will pay for the extras in the buying experience. For these people, the EDS offers personalized shoes, which can have your name on the back of your favorite teams shoe. This offers the sports fan a way of showing his team spirit while personalizing the shoe with his own name on the back. The final customer the EDS targets would be that of the apathetic customer. The apathetic customer doesn’t care about price; they are looking for the highest quality or most unique item to buy. These people do a great deal of business for the EDS, spending huge amounts of money on memorabilia, personalized apparel, and high end products only they can afford. These are the types of customers who spend six hundred dollars on a Joe Montana autographed 49’ers helmet or two hundred dollars on an authentic Terrell Owens shoe, instead of spending sixty dollars on a replica shoe. As you can see, the EDS has several different customers to market to, which makes great sense due to the fact that most Americans consider themselves fans of the game.

References

1. Mattison, Drew (2002). Nike Corporation: Investment Recommendation, Henry Fund Research, Tippie School of Management, University of Iowa
2. Miller, K. (1992). “A Framework for Integrated Risk Management in International Business,” Journal of International Business Studies, 23(2), 311-331
3. Peters, J. (1993). “Business policy in action.” Management Decision, p. 3
4. Shapiro, S. and A. Titman (1985). “A Integrated Approach to Corporate Risk Management,” Midland Corporate Finance Journal, 41-56
5. Stephens, Tim. “Sports Apparel Popular with Area Customers.” 2002.
6. Buccaneers Online. 2002. Tampa Bay Buccaneers.
7. Jackson, J. J. (1994). Communication and “sport for all” in historical perspective, International Journal of Physical Education, 31(2), 29–33.