Sports Marketing Campaign

Sports Marketing Campaign

Executive Summary

The competitive nature of markets requires companies to develop and implement appropriate marketing plans that can help them maintain competitive advantage in the market place (Dvir et al, 2003).  New companies should develop intense marketing strategies so as to attract customers and gain significant market share. This report provides a marketing plan for Adult Energy which is a company involved in the production of sports recovery and energy beverages. The company is located in Oklahoma State in the United States.  The report starts by giving the environmental analysis of the Adult Energy Company. In the assessment of the environmental analysis, various factors that affect the operation of the company are analyzed. The environmental analysis of the Adult Energy considers both internal and external environmental factors. Several external environmental factors such as political, economic, social, environmental, technological, legal and competitive environment are evaluated in attempt to determine the appropriateness of the business location. The analysis of the internal environment on the other hand evaluated the strengths and weaknesses of the company.

The report further provides various marketing strategies that are used by the firm in order to gain significant market share. Adult Energy has been able to use various marketing strategies to position itself in the market. To achieve the marketing objectives of the company, different market segments of the company’s products are identified. An in depth analysis of the target market, customers, market size, market share and marketing objectives of the company are also discussed.

Various marketing strategies that Adult Energy needs to implement in order to prosper in a new market are also provided. Under this section the report provides different traditional marketing strategies that are important for Adult Energy. The traditional marketing strategies that were found to be suitable for the company include market expansion plans through acquisition of new customers, development of affordable products, product development and product diversification. It is also important for the company to ensure that it develops a strong brand in the market so as to attract customers’ loyalty and trust. It is also necessary for Adult Energy to create a strong brand position in the market place so as to become distinctive from the products of the rival firms. Other forms of marketing strategies that are ideal for Adult Energy include relationship marketing and tribal marketing.

After identification of the marketing strategies, it is necessary for Adult Energy to identify appropriate tools that can be used in the implementation of the marketing strategies. The implementation of the marketing plan for Adult Energy should incorporate the use of marketing mix that consist of product, price, place, promotion, public relation and people. Marketing mix is therefore important for determining the company’s products variety, suitable pricing strategy, the promotional plans, accessibility, public relation and the people (Dvir et al, 2003).

Finally the report gives the process that the company should take during project implementation.  Under this section a detailed process to be followed during project implementation are discussed. In the implementation of the marketing plan various aspects are considered such as commitment of the implementation team, knowledge of the marketing strategies, making appropriate schedules of implementation and budget forecast. These issues will ensure that there is proper management of the project. After the implementation of the project, an evaluation of the project, marketing strategies and the product market should be undertaken. The evaluation of projects ensures that the project is in the correct path and makes appropriate adjustment when necessary.

Introduction

Adult Energy is company that is located in the Oklahoma in the United States. The company manufactures sports recovery and energy beverages, shakes, pills and powders. The company also manufactures other products that include PM Booster and Quick Gel. Adult Energy products are designed in such so as to provide energy, rejuvenate and maintain health to various sports personalities. The company is still young and upcoming hence operates only in Oklahoma but intends to expand to other states in the United States within a period of three years.  The company has been using an elaborate marketing plan so as to ensure that it gain significant market share as well as expand in other neighboring States in United States (Juin, 2000).

Adult Energy targets different individuals with its products. The products of the company are mainly consumed by adults especially during and after participating in a sporting event or fitness activities. The target market for the company is increasing due to a growth in market for the company’s products as the young populations enters the workforce and are becoming aware of the importance of maintaining a healthy lifestyle through exercise and fitness activities. Currently the company main customers are within the states of Oklahoma in United States and intend to expand to other neighboring states in United States within duration of three years.

 

 

Main Products of the Company

Adult energy is specialized mainly in manufacturing of goods and services that are used by fitness minded consumers.  The company offers both tangible and intangible products that help satisfy their customers’ needs.  The products of Adult Energy help individuals with the ability to perform certain fitness activities in order to become healthy as well as achieve the desired shape.  The company has two main product lines that include afterhours and recharge. The Afterhours product lines are targeted for consumers who are looking for quick energy so as to be able to participate in some fitness activities, run or workout after their regular work schedules.  Some of the Afterhours product line that are offered by the company include pill, powder packets, the Green energy shake, PM Booster and Fitnutz.

On the other hand the Recharge product lines are meant to be given to customers two hours after completion of a fitness activity, workout or run. The main aim of the Recharge product line is to enable an individual to rehydrate the body, replenish the essential body nutrients as well as replenish the glycogen. Some of the examples of Recharge product line that the company offers to customers include the Revitalize Shake, the Recover bar and the Quick gel. Apart from the Afterhours and Recharge product line, Adult Energy also provides customers with additional products that are in terms of meal plans and personal recipes as well as a specified list of grocery that are in accordance to the meal and recipe plans.

Mission and Vision Statement

The mission statement of the company states as “To best serve our customers by providing quality sports recovery and energy beverages, services and information as well as continuing to adapt and innovate with the changing industry” The mission statement of Adult Energy also acts as the main purpose of the company.  The purpose for the establishment of Adult Energy makes it to be differentiated from other companies due to its products that targets specific market segments. The company understands that after long days of work, it can become difficult for individuals to acquire motivation and energy required for work out or physical fitness activities.  The company therefore provides nutritional supplements that help boots energy of individuals after work so as to perform their regular work outs and fitness activities.

The company was started so as to capitalize on the market opportunities that existed as a result of the popularity and importance of health awareness and fitness among individuals.  The vision of the company is to be the largest manufacturer of sports recovery and energy beverages around the world.  Adult Energy wants to achieve its vision through expansion plans so as to be able to serve other markets a part from the current Oklahoma.  To meet this objective, Adult Energy has put an expansion plan that will enable it to operate in the neighboring states that include Arkansas, Colorado, Kansas, Missouri, New Mexico, and Texas within the next three years.

The company values it customers and is working towards ensuring that the customer’s needs are satisfied. It constantly engages customers in various discussion and forums that are aimed at identifying various needs of the customers. The response and feedbacks received from the customers are then used to improve the products of the company so as to satisfy customer’s needs appropriately (Shank, 1999). The company is also aware of the importance of its employees hence ensures that there is a conducive environment for its employees.

 

 

Marketing Objectives

The company has a number of marketing objectives that it needs to accomplish so as to be able to realize its goals. The following are the marketing objectives of the company.

1. To increase the overall sales of its products by 40 % among men and women who are working as full time employees.
2. To increase the overall sales by at least 25% among men and women who are working as part-time employees.
3. To increase the overall sales of pre-workout shakes, powders, and pills by 20% among its target market.
4. To increase the market share by 15% over the next three years in the Oklahoma and the neighboring states of Arkansas, Colorado, Kansas, Missouri, New Mexico, and Texas.
5. To ensure that the Adult Energy Brand is recognizable throughout the entire South through intense advertising in newspapers such as  Oklahoman, Arkansas Democrat-Gazette, Houston Chronicle, St. Louis Dispatch, Wichita Eagle, and the Albuquerque Journal.
6. To increase the traffic to the Adult Energy’s online website by establishing Adult Energy in local search and through visibility on Facebook, Twitter and Instagram among other social network.

The Current Marketing and Geographic Markets

Adult Energy is still new and young in the market hence it has developed various marketing strategies to help in the creation of its product awareness among customers (Zahra et al, 2000).  The company currently uses personal selling and advertisements as the main marketing techniques.  Through personal selling the company coordinates with various fitness centers and gyms within its area of operation. This is made possible as the company is located at a place that is surrounded by a number of fitness centers and gyms. The company has also been contracted by a number of fitness centers in its surrounding that include Four Star Fitness, Stages Health and Fitness and Fit for Her so as to sell its products to their fitness centers. Adult energy has also plans to expand and acquire contracts with more fitness centers within duration of one year. The company currently values relationship marketing as major marketing strategies for its products.  It employs and trains its staff on its core businesses and activities.  Its staffs are also available in various fitness centers so as to be able to offer customers with the necessary help required during their work out and fitness activities.

The current marketing of the company is being conducted on its main geographical markets of the company. The main current geographical market of the company is the state of Oklahoman. However the company has started to develop marketing campaigns that will help it cover other geographical areas within United States such as Arkansas, Colorado, Kansas, Missouri, New Mexico, and Texas.

 

 

 

 

 

References

Dvir, D., Raz, T., & Shenhar, A. J. (2003). An empirical analysis of the relationship between

project planning and project success, International Journal of Project Management, 21(2), 89-95

Juin, S. С. (2000). Marketing planning & strategy, Thompson Learning

Shank, M. D. (1999). Sports marketing: A strategic perspective (Vol. 341). Upper Saddle River,

NJ: Prentice Hall.

Zahra, S. A., Ireland, R. D., & Hitt, M. A. (2000). International expansion by new venture firms:

International diversity, mode of market entry, technological learning, and performance. Academy of Management journal, 43(5), 925-950.

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