What sports organization can benefit from Market Segmentation|Legit essays

Posted: February 16th, 2023

If you choose a different sports organization from the one you chose for your final project, and describe three appropriate market segments that this organization should be marketing to and why. Search for articles related to market segmentation to support your discussion. After choosing those markets, create a ticket plan that would make sense for each of those segments. Possibly consider elements that may impact ticketing such as dynamic ticket pricing, health safety and protocol

 

SOLUTION

For this task, I’ll choose the National Basketball Association (NBA) as the sports organization. The NBA is a professional basketball league in North America consisting of 30 teams, and it is one of the most popular sports leagues globally.

Three appropriate market segments that the NBA should be marketing to are:

  1. Families with children
  2. Millennial fans
  3. Corporate clients
  4. Families with children: Families with children are a crucial segment for the NBA as they represent a significant portion of their fan base. According to an article by Forbes, families with children represent 40% of the NBA’s fan base. To attract this segment, the NBA should offer special ticket packages that cater to the needs of families such as discounted family tickets, family packs, or special seating areas for families with children. The NBA can also market to this segment by promoting family-friendly events, such as halftime shows and fan experiences that children would enjoy. Additionally, the NBA should prioritize health and safety protocols, including mandatory mask-wearing and social distancing, to provide a safe environment for families with children.

Ticket plan: The NBA can offer family packages, including four tickets and a meal voucher, at a discounted price. They can also provide a family-friendly seating area with comfortable seats, ample legroom, and kid-friendly food options.

  1. Millennial fans: Millennial fans are a key segment for the NBA, as they represent the future of the league’s fan base. According to a report by Nielsen, millennials are the most significant generation of NBA fans, with 45% of NBA fans being between the ages of 18-34. The NBA can appeal to this segment by providing personalized experiences, social media engagement, and technological innovations. The NBA can offer a mobile app that provides in-game updates, real-time statistics, and player information. They can also create a social media campaign that encourages fans to share their game experiences using hashtags or create exclusive content for social media platforms. Additionally, the NBA can provide flexible ticket pricing, such as dynamic pricing, to cater to the millennial’s preference for cost savings.

Ticket plan: The NBA can offer mobile-only tickets with discounts for fans who purchase tickets through the NBA mobile app. They c

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