Sport Marketing

Activity Unit 2

“U” brand of sportswear started its activity in the United States in the mid-90s. Despite its short life in the market, it has recently managed to outstrip the second competitor in the US, the “A” brand, originated in Europe in the 1920s.

The brand that continues to dominate the North American market is “N” that began its journey in the 70s, precisely from the United States.

The “U” brand, whose growth is very significant in its home country, also wants to increase its notoriety in other geographical areas.

This brand began to be marketed in Spain in 2006. The marketing department of this brand considers that its situation can be improved:

In studies conducted on brand notoriety in Spain, in young populations (classically the main consumers of sportswear) in a non-suggested response confirm knowing:

– “N” mark 99%

– “A” mark 97%

– “U” mark. 1%, (In the United States, however, this percentage is 43%)

The brand faces several challenges in Spain:

It is better known among the older public (over 35 years), while traditionally in other markets it has more followers among the youngest population.
On the other hand, in Spain the favorite sports of those who know the brand are also different:
– Football is preferred with 21%

– Training 12%

– 9% swimming

– 7% basketball

– Fitness groups and classes, with 6%

– Yoga 5%

– 4% bicycle

– 4% paddle.

The company needs to solve some challenges in the country:

– Identify the target audience.

– Define the market segmentation that could be carried out.

– Understand the current positioning of the brand in the Spanish market

With the information offered in this document, you must prepare a PDF answering the following questions:

How do you have to do the activity?

The development of this activity consists of answering the following questions about the company “U”:

1. What is the target audience of the U company in Spain and why?

2. Define an example of segmentation that the company could carry out in Spain. Explain what type of segmentation has been proposed.

3. What variables do you consider the most important to design the positioning map in Spain? Draw the positioning map for the A, N and U brands in Spain with these variables.

Assuming that the company has decided to reach the young Spanish public between 13 and 34 years old, it should know better certain tastes and consumption habits of this segment. With these goal, the company wishes to carry out a market research. Specifically, the company is going to conduct a survey, as is considered to provide useful information for future marketing strategies.

determine:

4. Assuming you are going to conduct a survey, you should:

– Propose the research questions and the initial hypotheses, indicating the approaches (qualitative or quantitative) and the techniques that would be used.

– Are you going to check secondary sources? Which ones?

– Design the questionnaire to obtain the necessary information (maximum 15 questions, of any type: control, scale, filter, closed, open questions …)

– Define the population under study

– Calculate the optimal sample size (use a maximum error of 4% and a confidence level of 99%)

* You won´t need to apply the questionnaire on the sample, it is not necessary. You need just to indicate the used approach.