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    LA Lakers Marketing Plan

    Uploaded by

    Ricky E
    The marketing plan aims to align goals and objectives with sponsors to increase awareness of the Los Angeles Lakers organization. Key targets include younger audiences and international/national basketball fans. Strategies include partnering with reputable sponsors, advertising through traditional and digital channels, and leveraging the influence of star players. Periodic assessment of objectives and competition will help optimize the plan.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd

    LA Lakers Marketing Plan

    Uploaded by

    Ricky E
    428 views9 pages
    The marketing plan aims to align goals and objectives with sponsors to increase awareness of the Los Angeles Lakers organization. Key targets include younger audiences and international/national basketball fans. Strategies include partnering with reputable sponsors, advertising through traditional and digital channels, and leveraging the influence of star players. Periodic assessment of objectives and competition will help optimize the plan.

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    LA Lakers marketing plan

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    The marketing plan aims to align goals and objectives with sponsors to increase awareness of the Los Angeles Lakers organization. Key targets include younger audiences and international/national basketball fans. Strategies include partnering with reputable sponsors, advertising through traditional and digital channels, and leveraging the influence of star players. Periodic assessment of objectives and competition will help optimize the plan.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    428 views9 pages

    LA Lakers Marketing Plan

    Uploaded by

    Ricky E
    The marketing plan aims to align goals and objectives with sponsors to increase awareness of the Los Angeles Lakers organization. Key targets include younger audiences and international/national basketball fans. Strategies include partnering with reputable sponsors, advertising through traditional and digital channels, and leveraging the influence of star players. Periodic assessment of objectives and competition will help optimize the plan.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 9

    Marketing

    Plan
    Darby White, Tianlong Zhao,
    Kareem Mufti, Anthony Nelson,
    Raven Jones, & Bobby Costic
    MPSM 600-102
    Background &
    Company Profile
     NBA

     Founded 1946 in El Segundo, CA


    • Minneapolis  LA

     Owner: Jerry Buss Family Trust –


    Philip Anschutz
     Notable Players: Magic Johnson,
    Kobe Bryant, Shaquille O’Neal
     Staples Center

     Revenue: $400M

     Team Value: $3,700M


    Goals & Objectives
     Ad strategies throughout the games
     Create individualized objectives and marketing plans with sponsors
     Stay ahead of trends
     Attract younger viewers
     Exclusiveness
    SWOT Analysis of LA LAKERS
      Strengths:  
    • Overall reputation: 16 NBA championships
    • Presence of global superstars: Kobe Bryant, Lebron
    James
    • Location: Los Angeles, California

      Weakness:
    • Local Competitors: Professional sports teams in
    California
    • Too much dependence on a few key players
    • Competitive market for entertainment consumption

     Opportunities:
    • Free agency: Kawhi Leonard, Klay Thompson, etc.
    • Kobe’s influence: film, venture capital, sports drinks
    • Asian academies: a greater fan base

     Threats:
    • LA Clippers: cheaper tickets
    • Golden State Warriors: dominating champion team
    • Uncertain complement talents in the future
    Target Audience

    Primary demo/market:
     Primary age group 10-60
    • Los Angeles area and Nation wide basketball fans

     Middle class to Upper class fans


    • Families, emerging adults, celebrities

    Secondary demo/market:
     National and International basketball fans
    • Fans attracted to Superstar players, such as Lebron James,
    and other superstar prospects
    • Other older basketball fans that watched “ Showtime Lakers”
    Advertising Plan
    Traditional media strategies (e.g. TV, radio, print,
    outdoor):
     TV
    • Local and national channels
    • Billboards in cities of rivals

    Non-traditional strategies (e.g. grassroots/guerilla


    marketing):
     Basketball camps for kids, paid by the Lakers

    Digital marketing strategies:


     Podcast, have an official Lakers podcast.

     Advertise on sports blogs

     Create Lakers app for interactive game experience and digital


    gameday magazine
    Social marketing strategies:
     Social Media athlete take over. Fans can interact with
    players, have give-a-ways.
     Advertise on Facebook and Twitter to reach younger fans.
    Sponsorship Plan
     Partner with companies that have high customer
    reach and brands w/high established reputation
    and value.  
    • 2K Sports league, Lakes official e-sports team
    • Tissot Watches, Precision and excellence
    • Fanduel, Leader in daily fantasy sports
    Summary

     Align goals and objectives with


    sponsors and other plans
     Create individualized specific
    goals for each plan sector
     Increase awareness of the
    organization
     Observe competition

     Leverage sponsorships, sales, and


    advertisements
     Assess objectives and goals
    periodically
    References
    https://www.mercurynews.com/2018/07/02/lakers-ticket-prices-skyrocket-after-lebron-james-commits/

    http://forums.lakersground.net/togo/thread.php?topic_id=28969

    http://www.espn.com/nba/story/_/id/24381282/nba-welcomes-4-new-franchises-nba-2k-league

    https://www.silverscreenandroll.com/2018/8/15/17693396/la-lakers-announce-plans-to-join-nba-2k-league-esports-news

    https://www.forbes.com/teams/los-angeles-lakers/

    https://www.nba.com/lakers/releases/141121_fanduel

    https://www.barrystickets.com/blog/how-much-are-lakers-tickets/

    https://www.slideshare.net/MattGeyer2/los-angeles-lakers-marketing-plan-48226143

    https://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapId=6921743

    https://www.britannica.com/topic/Los-Angeles-Lakers

    https://www.forbes.com/teams/los-angeles-lakers/

    https://www.slideshare.net/MattGeyer2/los-angeles-lakers-marketing-plan-48226143

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