Blog

Read the following case study and answer the below questions.

Family of Four No More_Case Study.pdfDownload Family of Four No More_Case Study.pdf

1. How can you segment the family market for a professional sporting event? Be sure to consider family structure (i.e., size of family), stage in family life cycle, as well as parental fan classifications described in the case. Are there other variables to consider beyond those discussed in the case?
2. Create 2 sample profiles of the types of families Claire should target. Describe a typical family representing each segment/profile in detail. How many people are in their family? How old are their children? Why do they attend games? What constraints could potentially inhibit attendance for each group?
3. Create a marketing strategy tailored to the unique wants and needs of one (1) of your family segment personas.
   1. Product: How can baseball change their product to better meet this segment? Are there product extensions the team should consider?
   2. Place: What amenities should Claire’s team offer at the stadium to meet the needs of this family segment?
   3. Price: What elements in a ticket package are most likely to entice these family segments to buy? Are there pricing considerations based on their values you would consider?
   4. Promotion: Name one sponsorship idea you would recommend Claire approaches to reach this segment. Which brand would you select and why? (marketing through sport).
4. How would you measure the success of your marketing plan? Which key performance indicators would a Director of Marketing (Claire’s role) need to account for in reporting back the success (or lack of) to her team leadership?