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Real Business

For a large discount retail store like Target and Walmart, it can be
difficult to get the marketing mix just right for a given product. There
are so many products in the store fighting for the attention of
customers. There is also the challenge of helping the suppliers of each
product maximize their profits while making sure the store is making
money. With so many things to consider, working in marketing for such a
large business can be a challenge.

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Your Role

This week, you’ll be acting as a Marketing Manager in the sporting goods section.

WHAT IS A MARKETING MANAGER?

Marketing Managers are responsible for developing, implementing and
executing marketing plans, either for an entire organization or for
particular categories or products within the organization, in order to
attract potential customers and keep existing ones.

Their day-to-day tasks include managing and coordinating marketing
and creative staff, leading market research to improve existing products
and services, working with advertising agencies, and determining the
best way to get products in front of customers.

As a marketing manager for a discount retail store in Brooklyn, you
have been asked to evaluate a marketing plan for basketballs to ensure
that the 4 P’s of marketing are being applied well. Using your knowledge
of the 4 P’s and the best approach to generating sales, you’ll take a
look at a number of marketing recommendations and choose the approach
that you believe will sell the most products.

INSTRUCTIONS

Step 1: Product

In the Marketing Analysis Presentation provided by your marketing
team, you’ll see three different basketballs that need to be included in
the product display on Slide 2. Each product has unique features.

  • Based on the information provided about the customers that shop at
    the store location on Slide 3, choose the basketball that you think will
    sell the most. Please explain the rationale for your decision.

Step 2: Place

On Slide 4 of the Marketing Analysis Presentation, you’ll see the
results of a survey that asked potential buyers about where they are
most likely to purchase these products.

  • Use your knowledge about product placement to choose the best place
    to sell the products, deciding between traditional stores and online.
    Please explain the rationale for your decision.

Step 3: Promotion

Slide 5 of the Marketing Analysis Presentation shows three
recommended advertisements, including a special deal promotion, for the
product that is expected to sell the best.

  • Based on the information provided about the customers that shop at
    this store location on Slide 3, determine which promotional activity
    will sell the most product at this particular store. Please explain the
    rationale for your decision.

Step 4: Price

Look at the pricing options available for each of the three products together on Slide 6.

  • Based on your knowledge of Pricing Strategies, choose the option that
    has the best pricing mix for all three products. Refer to the customer
    information on Slide 2, if needed. Please explain the rationale for your
    decision.

Note: You should complete Step 5 after reading the material in Week 7.

Step 5: Brand & Sales Pitch

The company that makes one of the basketballs is looking to rebrand
the product. They have asked for your input on possible brand ideas.

  • First, read the Brand Vision statement which summarizes the goal for
    the new brand. Then, look at the logo, name, and tagline
    recommendations. Which of the two brand directions do you think best
    meets the goals of the brand vision? Please support your decisions.
  • Second, write a sales pitch that you would use to try to convince someone to purchase this product.