1. 10 step Marketing Plan:10 step Marketing Plan:
All- Around PitchingAll- Around Pitching
TrainerTrainer
Billy ChristopherBilly Christopher
Sports MarketingSports Marketing
November 2010November 2010

2. 5 Steps of the Primary Target5 Steps of the Primary Target
Market and PositioningMarket and Positioning
 1. Primary Target Market: Baseball players1. Primary Target Market: Baseball players
and pitchers ages 9-45and pitchers ages 9-45
 2. Needs, Wants, and Expectations: Want2. Needs, Wants, and Expectations: Want
to throw harder, better, and moreto throw harder, better, and more
accurateaccurate
 3. Competition: Wilson, Rawlings, and3. Competition: Wilson, Rawlings, and
NikeNike
 4. Where is the opportunity: It is a4. Where is the opportunity: It is a
pitching/ throwing trainer with all aspectspitching/ throwing trainer with all aspects
of the game in one itemof the game in one item
 5. How big is the market: $600,0005. How big is the market: $600,000

3. 5 steps for part 2 (Marketing Mix5 steps for part 2 (Marketing Mix
and strategy)and strategy)
 6. Product: An all in one baseball throwing6. Product: An all in one baseball throwing
and pitching trainer.and pitching trainer.
 7. Price: $207. Price: $20
 8. Promotion: Commercials8. Promotion: Commercials
 9. Place: Sports Authority and ESPN9. Place: Sports Authority and ESPN
 10. Generic Winning Strategy: I will put10. Generic Winning Strategy: I will put
my product on commercials on ESPN somy product on commercials on ESPN so
baseball players will see it want it andbaseball players will see it want it and
then go to sports authority to buy it.then go to sports authority to buy it.

4.  Positioning to the primary targetPositioning to the primary target
market (Part 1)market (Part 1)

5. My Primary Target Market is?My Primary Target Market is?
 1. Demographic: My primary target1. Demographic: My primary target
market is age’s 9-45, male, middlemarket is age’s 9-45, male, middle
to high class, all around the US,to high class, all around the US,
single or married, and plays baseball.single or married, and plays baseball.
 2. Lifestyle: Active baseball players2. Lifestyle: Active baseball players
 3. Behavior: Play sports, active,3. Behavior: Play sports, active,
belong to a school or town league.belong to a school or town league.

6. My Primary Target Markets Needs,My Primary Target Markets Needs,
Wants, and ExpectationsWants, and Expectations
 My PTM’s NWEMy PTM’s NWE
 What are the needs: Needs to be a greatWhat are the needs: Needs to be a great
pitcherpitcher
 What makes someone choose yourWhat makes someone choose your
product: Wants to throw harder and moreproduct: Wants to throw harder and more
accurateaccurate
 What do people expect from your product:What do people expect from your product:
Expectations are to develop off-speedExpectations are to develop off-speed
pitches, harder throws, and more accuratepitches, harder throws, and more accurate
throws.throws.

7. Direct & Indirect products thatDirect & Indirect products that
address my Primary Targetaddress my Primary Target
Markets Needs, Wants, andMarkets Needs, Wants, and
ExpectationsExpectations
 1. Direct Competitors: Nike, Wilson,1. Direct Competitors: Nike, Wilson,
Nakona, Easton and RawlingsNakona, Easton and Rawlings
 Indirect Competitors: SpeciallyIndirect Competitors: Specially
Designed pitching baseballsDesigned pitching baseballs
 2. Variables: Style, durability,2. Variables: Style, durability,
performance, size, materials, andperformance, size, materials, and
reputationreputation

8. Competitive Position MapCompetitive Position Map
 1. Two most critical variables1. Two most critical variables
 Price vs. AgePrice vs. Age
 Price vs. ReputationPrice vs. Reputation

9. Competition MapCompetition Map
Rawlings Nakona Wilson Easton Nike
Durab
ility
Market
Share
Style
Brand
Recog
nition

10. Position Map: Price vs. AgePosition Map: Price vs. Age
$15.00
$20.00
$25.00
$30.00
0-12 13-16 17-21 22-25 26-35
Rawlings
45%
Wilson
25%
Easton
15%
Nike
10%
Nakona
5%
Pitching Trainer

11. Matrix for Second VariableMatrix for Second Variable
Price Vs. Reputation
Wilson
25%
Nike
10%
Rawlings
45%
Nakona
5%
Easton
15%
Pitching Trainer
$15.00
$20.00
$25.00
30.00
Not Known Known Well Known Very Well Known

12. Identify the gap between customersIdentify the gap between customers
and competitionand competition
 1. Where is market opportunity:1. Where is market opportunity:
Baseball training equipment.Baseball training equipment.
 2. What NWE’s are not being2. What NWE’s are not being
addressed: Throwing trainers usuallyaddressed: Throwing trainers usually
are separately addressed in theare separately addressed in the
different aspects.different aspects.
 3. What can be the unique selling3. What can be the unique selling
proposition for the new product: Thisproposition for the new product: This
throwing trainer is all in one.throwing trainer is all in one.

13. Estimate Market Size usingEstimate Market Size using
Competitor DataCompetitor Data
 1. Site sources:1. Site sources:
https://www.fundinguniverse.com/company-hhttps://www.fundinguniverse.com/company-h
http://wrightreports.ecnext.com/coms2/reportdehttp://wrightreports.ecnext.com/coms2/reportde
 2. Comparison of other market leaders2. Comparison of other market leaders
and find how you think your product canand find how you think your product can
fit into the market: My product could takefit into the market: My product could take
up around 32% of the market.up around 32% of the market.

14. Estimate Size based on CustomerEstimate Size based on Customer
DataData
 Customers use it once a day if theyCustomers use it once a day if they
practicepractice
 They would have 2 per household ifThey would have 2 per household if
they played baseball a lotthey played baseball a lot

15. Conclude market Size using the 2Conclude market Size using the 2
sourcessources
 The market for baseball pitchingThe market for baseball pitching
trainers is a small percentage in thetrainers is a small percentage in the
whole baseball market.whole baseball market.

16. Marketing Mix StrategyMarketing Mix Strategy

17. Photo of Product CategoryPhoto of Product Category

18. Product Physical DescriptionProduct Physical Description
 My all-around baseball trainer is aMy all-around baseball trainer is a
heavy blue baseball with coloredheavy blue baseball with colored
spots for fingers where you canspots for fingers where you can
throw off-speed pitches.throw off-speed pitches.

19. PricePrice
 My price is $20My price is $20
 My product is all-around pitchingMy product is all-around pitching
training for players while most otherstraining for players while most others
have singular skill buildinghave singular skill building
 All-around pitching trainer will haveAll-around pitching trainer will have
a smaller percentage than othera smaller percentage than other
products because it is a new productproducts because it is a new product
in the baseball market.in the baseball market.

20. PromotionPromotion
 Advertising- ESPN commercials duringAdvertising- ESPN commercials during
baseball games.baseball games.
 Sales Promotion- Newspaper adds acrossSales Promotion- Newspaper adds across
the countrythe country
 Public Relations-Spokesperson forPublic Relations-Spokesperson for
companycompany
 Direct Marketing-Put the product in storesDirect Marketing-Put the product in stores
such as Sports Authority right away.such as Sports Authority right away.
 Personal Selling-Door to door salespeoplePersonal Selling-Door to door salespeople

21. Competitor PromotionCompetitor Promotion
 All of my competitors have websitesAll of my competitors have websites
and commercials on primetime TV.and commercials on primetime TV.
 My Communication stands outMy Communication stands out
because my product can reach itsbecause my product can reach its
consumers in many different ways.consumers in many different ways.

22. PlacePlace
 Location- My product will be available inLocation- My product will be available in
popular sporting good stores landpopular sporting good stores land
warehouses such as Sports Authority,warehouses such as Sports Authority,
Olympia Sports, Modells, and BaseballOlympia Sports, Modells, and Baseball
Warehouse.Warehouse.
 It will also be available nationwide allIt will also be available nationwide all
across the country.across the country.
 Method of Delivery- Shipping from myMethod of Delivery- Shipping from my
company’s distributor when ordered on thecompany’s distributor when ordered on the
internet and then delivered to home andinternet and then delivered to home and
stores.stores.

23. What is your generic winningWhat is your generic winning
strategy?strategy?
 Low Cost Producer: Use cheaper materialsLow Cost Producer: Use cheaper materials
but keep the same price to make an evenbut keep the same price to make an even
higher profit.higher profit.
 Supply and Distribution Leverages: Use aSupply and Distribution Leverages: Use a
nationwide distributor to ship the productnationwide distributor to ship the product
in large quantities and fast.in large quantities and fast.
 Differentiation: The All-Around PitchingDifferentiation: The All-Around Pitching
Trainer works on all aspects of pitching atTrainer works on all aspects of pitching at
once while competitors use singular skillonce while competitors use singular skill
trainer.trainer.
 Niche: Ages 12-25, Baseball trainingNiche: Ages 12-25, Baseball training
equipment for pitchers.equipment for pitchers.