SPALDINGErin Bowman, Clarissa Beavers, Bobby

Vigars, Kevin Burkett

Spalding is an American sporting goods store headquartered in Bowling Green, Ohio

Specialize in balls (soccer, basketball, football, etc.)

They are the official ball provider of the American Football League, NBA, ABA, and WNBA

Created the product NeverFlat that guarantees to always stay fully inflated for at least a year

About

Current Spalding Brand Dated Old Conservative Not very innovative Un-emotional

Fun Play Physical Special Safe Reliable Adventure Win Fearless

Valuable Outdoors

Words

Slogan

SPALDING. Define Your Game

“Provide the necessities to Promote and Inspire Achievement”

Attributes- promote physical activity Benefits- Becoming more fit Values- Self-achievement

Make connection between sports equipment to being active and looking healthy◦ Playing sports will get them more fit◦ It can boost a healthy body and mind◦ Improve their skills in sport

Why this will work

Attributes◦ Fun◦ Promote Physical Activity◦ Multiple Sports◦ Colors◦ Weight/Size◦ Textures (Smooth, Dimples, etc.)◦ Bounce

Means-End-Analysis

Psychological◦ Better body

image◦ Self-esteem

Social◦ Teamwork◦ Competitiveness

Means-End-AnalysisBenefits

Functional More fit body Increased

Physical Activity

Weight Loss

Instrumental◦ Get fit◦ Value

friendship/teamwork◦ Personal & physical

growth◦ Happiness value

Terminal◦ Achievement◦ Social recognition◦ Weight goal◦ Sentimental or

physical prize

Means-End-AnalysisValues

Men and women, predominately men Ages 10-55 Focus on men 22-40 All ethnicities Want to instill tradition with buying Spalding

equipment

Target market

Spalding. Always there for you.

We’ll never leave you stranded

We’ll keep our hands busy

Slogans:

collage

Attributes Toughness Activeness Long-lasting durable Fun Never go flat

Means- end analysis

Benefits Concrete Never go flat Ready to go

Abstract Dependable Wont quit Allows for new connections (friends playing)

Means-end analysis

Value Instramental terminal

loyaltypractice

Bonding career Traditions achievement

Family money/income

Means-end analysis

Radio: -Use a setting on a micro phone to sound

like a baseball announcer from the 20’s and say “Brought to you by Spalding sports, always there when you need them.”

-During the holidays, “With the holidays upon us find the gift that wont get returned the next day or not work in a week. Spalding sports. there for you.”

Advertizing ideas:

Cast away picture of Tom hanks crying because he lost Wilson. Caption “Spalding sports, we wont let you down when you need us.”

CaddyShack picture of Spalding (character) picking his nose. Caption “Spalding sports, keeping your hands busy in the right ways”

Billboards

It starts with a kid shooting hoops with a different brand putting it away for winter and in spring its flat. Then, he gets a Spalding basketball the next year shoots and shoots and shoots. Puts ball away for winter gets ball back out in spring and its full, ready to go. Next to it is the Wilson ball from Cast Away. The kid takes to shooting around again. Fades to a picture of Tom yelling/crying over Wilson And a narrator comments “ Spalding, always there for you.

Commercial

Higher a group of trick shot artists and have them show case their talent with crazy shots in different places and on edge ideas. All using Spalding balls. The caption after each video will read, “What will you do next”

Internet – Youtube.com

Customer Segment Missing?

Active, Older, Retired Adults looking to stay active Target retirement homes and community centers Get our basketballs into the recreation centers

older adults use

“Who said grown-ups couldn’t play anymore?”

Target Audience Retirees Age 55+ Men and Women Wealthy and active adults in retirement or

approaching retirement All ethnic backgrounds Print ad will show an older man and older

woman playing one-on-one in basketball

Means-End-Chain Attributes

◦ Fun◦ Active◦ Healthy◦ Easy to play with◦ Simple◦ Universal recognition of basketball◦ Conservative in color, shape, and feel

Means-End-Chain Benefits

◦ Functional Healthy body and healthy mind Active lifestyle Outgoing individual / couple

◦ Psychological Healthy mind Overall happiness when active

◦ Social Time spent with family and friends Easy to make new friends while playing sports Quality talking time with significant other while playing

basketball

Means-End-Chain Values

◦ Instrumental Healthy lifestyle Brighter mind / smarter Responsibility Determination Happy relationship with family and friends

◦ Terminal Live life to the fullest Participate in as many things as possible while they can End-of-life happiness Recognition from peers on active and healthy lifestyle

Why Branding Concept Works Attribute: healthy and fun Benefit: healthy body and healthy mind Value: living life to the fullest Connect seniors to the concept of living life

to the fullest◦ Playing basketball and exercising will give them a

healthy body and healthy mind◦ Having a healthy body will allow them to do the

things they want in retirement◦ Doing the things they want in retirement will lead

to end-of-life happiness

TV Spots: Awkward Senior Moments TV Ads that show awkwardly athletic seniors

playing basketball◦ Grandpa dunking basketball◦ Grandma diving for the ball

Billboard

“Who said grown-ups couldn’t play anymore?”

Healthy body. For life.

Target Audience: Pictorial Collage

Branding Feel: Pictorial Collage