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B3: Bikes, Blades & Boards Case

B3: Bikes, Blades & Boards Case. Presented By: Alessandra Caruana Doron Grinberg Erick Heikkila Kevin Fong Milana Dozortsev Natasa Cvetkovic. B3: Bikes, Blades and Boards Case.

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B3: Bikes, Blades & Boards Case

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  1. B3: Bikes, Blades & Boards Case Presented By:Alessandra Caruana Doron Grinberg Erick Heikkila Kevin Fong Milana Dozortsev Natasa Cvetkovic

  2. B3: Bikes, Blades and Boards Case • IssueAccount Executive of ESPN must create a target list of potential sponsors and select the best fit match for the B3 Tour event • Potential sponsors include: Pepsi, Coke, Gatorade, Perrier and Evian • There must be a win/win strategy involved for both the sponsor and the B3 Tour Event.

  3. Alternatives • PEPSI • Pros • Pepsi’s branding image matches well with the target market at the B3 Tour. • Pepsi has the financial backing to accept B3’s sponsor asking price as the company’s annual global media spending is about $1.4 billion • Cons • Already has the XGames and is doing well with what it needs to do to position its brand against traditional Coke.

  4. Alternatives: • COKE • Pros • Coke is looking to expand into the bottled water market • B3 would provide the perfect opportunity to test market on certain demographics. • Hosts many sports sponsorship events with major team sports namely baseball, basketball, hockey, golf. Also involved in NASCAR driving. • Cons • Current market for extreme sports is not large enough and therefore doesn’t validate spending billions of dollars battling Pepsi • Not a significant share in the Xtreme market

  5. Alternatives • PERRIER • Pros • Looking to promote Valvert as a national brand to go head to head with Evian • B3 would be a great way for Perrier to gain exposure of the Valvert product. • Currently controls 2% of the market (sparkling H20) and B3 would be an opportunity for growth • Cons • Might have a slightly bad reputation because of their tainted products in the early 90s • Perrier is not substantially involved or associated in marketing through sport although it has a strong presence at the French Open.

  6. Alternatives • GATORADE • Pros • Gatorade is the original sports drink • Opportunity to be seen as an official sports beverage of extreme or aggressive sports. • Xtreme sports seen as growing trend entering the mainstream sports market • Has done little in the past with extreme events. A very good opportunity, for an effort in this area could yield growth. • Lost sponsorship with NHL, could have extra capital to invest in new avenues. • Cons • Associated with traditional sports • The risk with approaching Gatorade is that they may be unwilling or unlikely to take a risk differentiating from their traditional base.

  7. Alternatives • EVIAN • Pros • Can afford to sponsor B3, thy spend $10 million a year in advertising • Wants to expand in the youth market, B3 Tour would be a great starting point • Cons • Fitted towards a Fitness driven market (Upper class, Yuppie Target Market) • Wants to portray itself as a high-end H20

  8. Evaluation of Alternatives • Gatorade • Segmentation: The active sports athlete • Target: Male Athletes • Positioning: Leader of sport drink market • Gatorade is looking to strengthen their position as a mainstream youth brand • They have used Michael Jordan as a spokesperson and this has further secured their positioning as a leader in the sport drink market. • Their current ‘Is it in You’ marketing campaign enforces both the functional and emotional benefits of the product. • Gatorade has been involved in grassroots amateur sporting events and is mostly involved in mainstream sporting activities.

  9. Evaluation of Alternatives Pepsi Segmentation: Youthful generation Target: Universal market – young and young at heart Positioning: Leading Cola beverage (2nd industry position) • Pepsi has a strong presence in the beverage industry as Coke’s number one competitor. • However, Pepsi has taken a different stance in the market and branded themselves as a youthful, ‘forever-young’ company, positioning itself against traditional Coke. • Pepsi is active in sport sponsorship and has invested heavily in the X-Games.

  10. Recommendation • Gatorade should be chosen as the main sponsor for the B3 Tour. • A mutual benefit will be experienced for both ESPN and Gatorade. • The B3 Tour is targeted towards a young male market therefore, Gatorade would have the opportunity to explore and further secure its positioning as a leader of a Sports Drink directed to the active, young athlete.

  11. Recommendations ContinuedGatorade:B3 Network Products in Networked Markets USER NETWORK Spectators (includes live, television Etc…) B3 PRODUCER NETWORK ESPN Advantage International Athletes Gatorade and other non-competing sponsors COMPLIMENTS NETWORK Restaurants Hotels Pro-Shops Media Sporting Retailers

  12. Implementation • TIMELINE • Creation of Sponsorship proposal and presentation to Gatorade • Continuous contact with the company must be maintained • After one month, response should be given to ESPN whether or not • Gatorade will be sponsoring. • CONTINGENCY • If Gatorade does not agree to sponsor the B3 Tour, Pepsi Co should be presented with the opportunity for All-Sport to participate in the event.

  13. THE END! THANK YOU FOR YOUR ATTENTION

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