1. Marketing Plan
The Smart Ball
Sports Trainers Unlimited
Alexandra Sutter
Sports Promotions and Marketing
Dr. Gentile

2. Introduction/Background
 Background: founded in 2005 when two college athletes were
unsatisfied with training products on the market
 Mission:
 Innovative, quality, and effective products that take serious athletes
to the next level of play
 Emphasis on technology and science behind training products
 First priority is customer satisfaction
 Overview:
 High end training products for a variety of sports
 Markets to athletes in northeastern U.S.

3. Products
The Smart Ball
Other products/product
extensions
 Regular soccer ball with
undetectable micro chip that
records velocity, back spin,
and top spin of ball as well as
force of kick on ball and
placement of foot on ball
 Data recorded and sent to
computer that analyzes
numbers and offers feedback
for improvement of kick
 Audio file that coaches
players while using the Smart
Ball
 Smart Balls for various
sports: basketball, football,
baseball, softball, tennis, and
volleyball
 Smart Cleat: cleats that sense
where the main impact of the
ball on your foot is

4. Situation Analysis
 Economic Climate: current downturn, limited disposable
incomes, signs of economic improvement
 Legal Environment: issues with SMART trademark, attention
to safety requirements, patents/licenses
 DemandTrends: increased demand for sporting goods and
women’s products

5. Situation Analysis Cont.
 Product Life Cycle:“introduction” stage, opportunity to
position STU in consumers’ minds
 TechnologicalTrends: technology is crucial in sport and
continually changing
 CompetitorAnalysis: competitors include Soccer Pro and
traditional soccer ball brands (Adidas, Nike, Brine, Select)

6. Situation Analysis Cont.
Strengths
Effective technology
Extensive research and develop on product
and markets
Employees that are knowledgeable and
enthusiastic about developing new products
Weaknesses
SportsTrainers Unlimited is not extensively
known by consumers
No history of networks of customers or other
business partners
Limited financial resources
Opportunities
No other products on market that are the
same as the Smart Ball/no direct competitors
Increase in demand for products targeted
towards women
Sporting goods industry expected to continue
growing
Threats
Soccer Pro
Adidas, Nike, Brine, and Select soccer balls
Downturn in economy
Low income of target market
SWOTAnalysis

7. Analysis of Target Markets
 MacroView: Dick’s Sporting Goods,The Sport’s Authority,
World Soccer Shop, Eurosport, college athletic departments
 MicroView: female, collegiate athletes between the ages of
18 and 22 attending Division I institutions in northeastern
U.S.
 Market Size:
 Over 1,800 in micro target market
 Potential market is infinite because of versatility of Smart Ball
 Market segmentation: by level of play, frequency of play, level
of usage, benefit segmentation (improve skill vs. want of
latest technology/products)

8. Analysis of Target Markets Cont.
 Market Research (primary and secondary):
 Price is main concern of consumers
 More likely that someone else (parent, coach, etc.) would
actually purchase the Smart Ball
 High level of interest of target market
 Potential customers want to demo product before purchasing
 Social Media is crucial in marketing product
 Sporting good and market is growing
 Technology is a vital part of sport

9. Sport Marketing Objectives
1. Conduct at least six months of research and development on any
given product before it even becomes known to consumers
2. Attain backing from national soccer associations (National
Soccer CoachesAssociation and NCAA)
3. Hold at least six (one per month) Smart Ball demonstrations in
stores and online during the first six months the product is on
the market
4. Reach at least 60% of Division I colleges in the northeast
through marketing efforts, including but not limited to a
Facebook page, catalogue advertisements, mailings, and email
ads

10. Strategies and Tactics
 Traditional Strategies:
 New Market Penetration: first product of its kind/selling more
soccer balls to existing sport consumers
 Market Expansion: market Smart Ball to high school males, ages
13-18, playing varsity soccer in northeastern U.S.
 Product Development: new products include MP3 file that acts
as training coach, Smart Cleats, and Smart Balls for other sports
 Diversification: computer software for collegiate soccer coaches
at Division III level to use in classroom training sessions,
possibility of applying technology to other types of products

11. Strategies and Tactics Cont.
 Brand Management:
 Brand should represent quality, innovation, effectiveness, and
consumer satisfaction
 Brand should be top of the line but affordable
 Development of loyal consumer base to help company grow to
a multimillion dollar business in future
 Relationship Marketing: interactive relationship with
consumers through product demonstrations and one-on-one
attention from sales reps
 Tribal Marketing: help consumers bond over passion for
soccer and use of Smart Ball

12. Marketing Mix
 Product
 Smart Soccer Ball
 Price
 $65.00: product is elastic so need a reasonable price
 Covers fixed and variable costs while still allowing STU to profit
 Place
 Retail Stores: Dick’s Sporting Goods and the Sport’s Authority
 Online:World Soccer Shop, Eurosport, STU website
 Events: soccer tournaments, professional soccer games
 Promotions
 Demonstrations, professional athlete endorsements, product
discounts/giveaways, email blasts, mailings
 Public Relations
 Utilize customer testimonials to promote Smart Ball
 Continual presence in soccer community