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TM1: Outdoor enthusiasts
TM2: Athletes
TM3: Parents and adult students (high school and college)
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TM1: Consumer sales promotions should include coupons that can be redeemed during particular seasons in which outdoor enthusiasts are more likely to be motivated to purchase equipment for their outdoor activity. This will allow consumers to feel that they are making a good purchase at a good price.
TM2: Consumer sales promotions should include discounts/sales for seasonal sports equipment that correlates with the time just before when that seasonal sport will begin. This will allow sports players to obtain the materials they need to stat competitive while feeling incentivized to purchase from the store by the sale.
TM3: Consumer sales promotions should include a points program, so that continual shoppers can earn points on their purchases which can be redeemed for a future item once a target point goal has been reached. This will allow shoppers to be more loyal to the store as they feel they are building towards a reward.
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Two types of media that might be the most effective in reaching each of the target markets are 1) outdoor advertising (billboards and signs at...
362), so they are likely to be outdoors more than they are indoors. They are likely to be at professional sporting events where signs can be seen; they are likely to be driving along highways in the country side where a billboard might be most effective. They are also most likely to use their phones or laptops for making shopping decisions, since this is the 21st century and it is a Digital Age.
On the other hand, interactive media still requires more attention than most people want to give and spam emails are rarely seen by individuals so really are an ineffective use of resources.
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Sponsors that the company partner with could include events that take place outdoors where…
References
Case 2: Marketing Sports Equipment. (n.d.). Part 4: IMC Promotional Tools.
Kudo, M., Jae Ko, Y., Walker, M., & Connaughton, D. P. (2015). The influence of title
sponsorships in sports events on stock price returns. International Journal of Sports Marketing and Sponsorship, 16(2), 37-56.
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But these markets are far more deeply explored and mined, both by X-L and its competition. Plus, China's middle class is still growing, and even from a geographical perspective, there is more 'outdoors' in China in which citizens can deploy their sporting skills, in comparison the more densely populated other Asian nations. Not only lifestyles have changed but the idea of spending money on sporting clothes is still relatively new.
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