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Bautista Sports Center

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Nikki Bautista
Nikki Bautista

The document outlines a 10 step marketing plan for a proposed sports complex called Bautista Sports Complex. The plan identifies the target market as males aged 16-50 from classes A-B who enjoy athletics and a healthy, active lifestyle. It then analyzes the target market's needs, wants, and demands. The plan also identifies competitors and opportunities in the market, estimating the potential market size. Finally, it proposes the marketing mix of product, price, promotion, and place strategies, with a primary focus on differentiation through its sports clinic and orthopedic services.

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1 10 STEP Marketing Plan for Bautista Sports Complex Nicole Bautista August 2015
1. Identify your target (PTM) 2. What do they need, want, demand (NWD) 3. What are they choices (competitors) 4. Where is the opportunity (gap) 5. How big is the market (3Cs) Steps 1 to 5 Summary headline of your PTM and market
6. Product 7. Price 8. Promo 9. Place 10. Generic Winning Strategy of Mix Steps 6 to 10 Summary headline of the marketing mix & strategy
1. Describe the primary target market (PTM)* Demographics (16 years old 50 years old: male, Class A-B, single) Lifestyle: athletes, healthy and active lifestyle Behavior: coming for treatment, everyday training, leisure playing
2. PTMs needs, wants & demands Needs: self-development and realization; sense of belongingness Wants: being in a team, exercising, healthy food Demands: user-friendly, help them achieve their goals
3a. Direct and indirect products that address my PTMs NWD Moro Lorenzo, Celebrity sports club Variables that affect choice of product, brand: Number of members Price of membership/Use Exclusivity of the club Variability of equipment
4. Identify the gap between customers and competition Where is the marketing opportunity? - Universities and and university teams - National teams - Budding athletes What NWDs are not being addressed? - Physiological and safety needs What can be the unique selling proposition for the new product (totally new or repositioned.) - Sports center with am orthopedic clinic
5b. Estimate the market size using company data Guesstimate on market share Celebrity Sports Center: Quezon City households Older establishment: market are the older people and their families Moro Lorenzo Sports Center: Ateneo students/alumni In a school. Target: highly on students of Ateneo
5. Decide on market size in pesos, not in number of people 1. Competitor data= 2. Company data = 3. Customer Usage data = Use instinct and best business judgment to finalize market size
6a. Show how product looks vs. competition
6a. Show how product looks vs. competition
6b. Product Description 2.0 hectares With 2 basketball courts, an 8 lane Olympic size pool, a gym, 4 badminton courts, a track Sports Clinic Orthopedic and rehabilitation medicine
7. Price Pricing strategy: longer payment terms Membership Price Non-member price MY sports center 50% off on per use Per use basis Moro Lorenzo Sports Center 1000/month Per use basis Celebrity Sports Center 2000/month Per use with member endorsement
8a. Which of these modes does your product use? Mass Personal 1 Events and Experiences 1 Personal Selling 2 Public Relations 2 Word of Mouth 3 Advertising 3 Direct Marketing 4 Sales Promotion 4 Interactive Marketing
8a. Your products Promotions Show executions of this (from websites, print ads, actual commercials) Mass 1 Events and Experiences Hold inter-university games Hold sporting events (Palarong Med, Palarong Pambansa, UAAP games) 2 Public Relations Corporate communications, product publicity 3 Sales Promotion Discounts for teams for early bookings, soft opening coupons for free trials 4 Advertising Facebook and online promotion. Online booking
8a. Your products Promotions Personal 1 Personal Selling Sports center influencers young athletes to be posting about the centers events 2 Word of Mouth Friendly staff, influencers 3 Interactive Marketing Online marketing, social networks 4 Direct Marketing friendly staff
8a. Samples of Promo
8a. Samples of Promo
8a. Samples of Promo
8b. Competitor promo
8b. Competitor promo
8b. Competitor promo
8b. Competitor promo
9. Place Fort Bonifacio area close to Pasig, QC, Manila and Makati area
10. What is the generic winning strategy? Which of the 4 strategies are being used? (bold and underline to most dominant strategy) Low Cost Producer Supply and Distribution Leverage Differentiation Niche

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Bautista Sports Center

  • 1. 1 10 STEP Marketing Plan for Bautista Sports Complex Nicole Bautista August 2015
  • 2. 1. Identify your target (PTM) 2. What do they need, want, demand (NWD) 3. What are they choices (competitors) 4. Where is the opportunity (gap) 5. How big is the market (3Cs) Steps 1 to 5 Summary headline of your PTM and market
  • 3. 6. Product 7. Price 8. Promo 9. Place 10. Generic Winning Strategy of Mix Steps 6 to 10 Summary headline of the marketing mix & strategy
  • 4. 1. Describe the primary target market (PTM)* Demographics (16 years old 50 years old: male, Class A-B, single) Lifestyle: athletes, healthy and active lifestyle Behavior: coming for treatment, everyday training, leisure playing
  • 5. 2. PTMs needs, wants & demands Needs: self-development and realization; sense of belongingness Wants: being in a team, exercising, healthy food Demands: user-friendly, help them achieve their goals
  • 6. 3a. Direct and indirect products that address my PTMs NWD Moro Lorenzo, Celebrity sports club Variables that affect choice of product, brand: Number of members Price of membership/Use Exclusivity of the club Variability of equipment
  • 7. 4. Identify the gap between customers and competition Where is the marketing opportunity? - Universities and and university teams - National teams - Budding athletes What NWDs are not being addressed? - Physiological and safety needs What can be the unique selling proposition for the new product (totally new or repositioned.) - Sports center with am orthopedic clinic
  • 8. 5b. Estimate the market size using company data Guesstimate on market share Celebrity Sports Center: Quezon City households Older establishment: market are the older people and their families Moro Lorenzo Sports Center: Ateneo students/alumni In a school. Target: highly on students of Ateneo
  • 9. 5. Decide on market size in pesos, not in number of people 1. Competitor data= 2. Company data = 3. Customer Usage data = Use instinct and best business judgment to finalize market size
  • 10. 6a. Show how product looks vs. competition
  • 11. 6a. Show how product looks vs. competition
  • 12. 6b. Product Description 2.0 hectares With 2 basketball courts, an 8 lane Olympic size pool, a gym, 4 badminton courts, a track Sports Clinic Orthopedic and rehabilitation medicine
  • 13. 7. Price Pricing strategy: longer payment terms Membership Price Non-member price MY sports center 50% off on per use Per use basis Moro Lorenzo Sports Center 1000/month Per use basis Celebrity Sports Center 2000/month Per use with member endorsement
  • 14. 8a. Which of these modes does your product use? Mass Personal 1 Events and Experiences 1 Personal Selling 2 Public Relations 2 Word of Mouth 3 Advertising 3 Direct Marketing 4 Sales Promotion 4 Interactive Marketing
  • 15. 8a. Your products Promotions Show executions of this (from websites, print ads, actual commercials) Mass 1 Events and Experiences Hold inter-university games Hold sporting events (Palarong Med, Palarong Pambansa, UAAP games) 2 Public Relations Corporate communications, product publicity 3 Sales Promotion Discounts for teams for early bookings, soft opening coupons for free trials 4 Advertising Facebook and online promotion. Online booking
  • 16. 8a. Your products Promotions Personal 1 Personal Selling Sports center influencers young athletes to be posting about the centers events 2 Word of Mouth Friendly staff, influencers 3 Interactive Marketing Online marketing, social networks 4 Direct Marketing friendly staff
  • 17. 8a. Samples of Promo
  • 18. 8a. Samples of Promo
  • 19. 8a. Samples of Promo
  • 24. 9. Place Fort Bonifacio area close to Pasig, QC, Manila and Makati area
  • 25. 10. What is the generic winning strategy? Which of the 4 strategies are being used? (bold and underline to most dominant strategy) Low Cost Producer Supply and Distribution Leverage Differentiation Niche