Slide deck for NBA Case Competition 2011 held by the Rotman Commerce Marketing Association. By: Jung Lee, Alice Li, Rebecca Zhao, Maokai Shen, Jessie Zhou

1. Junggi Lee
Alice Sisi Li
Maokai Shen
Rebecca Zhao
Jessie Zhou

2. Areas of Focus/
Objectives Implementation Timeline

4.  Grow NBA into a national brand in Canada over the
5 years (Product & Place)
 Increase fan base and popularity of basketball
(Promotion)
 Communicate core values of the NBA (Promotion)
 Internalized Canadian definition of NBA
(Promotion)
Objectives Areas of Focus Timeline

5. Skills, Attitude, Inclusiveness
NBA
MLS
MLB
American Canadian
UFC
NFL
NHL
Toughness and Devotion

6. NB-Eh! Miracle in the making.
• National Identity
• Inspirational
Objectives Areas of Focus Timeline

7.  Canadians Aged 12-34(27%)
 Great potential (73%) to expand NBA
 Expose the basketball games to children(Rank 3)
 Interest is formed in the childhood
 develop basketball as the first choice of sport
Objectives Areas of Focus Timeline

10. Social
Media/Community
TV Broadcast Partnership

11.  Hold games outside of typical venues
 Negotiate with different sports venues in Canada
 Rationale:
- increased sales for venue
- must be held long-term
- better measurement of how basketball is perceived (in
terms of live games)
Areas of Focus/
Objectives
Implementation
Timeline

12.  Youtube competition: “Basketball in Your
Community”
 Open to Canadian college/high school students
 Prize: renovate school basketball courts, scholarship to the
winning teams
Areas of Focus/
Objectives
Implementation
Timeline

13.  Match the core objective of campaign:
community
 Looking for firms deeply integrated into the
community, especially youths
 Example: McDonald’s
Areas of Focus/
Objectives
Implementation
Timeline

14.  Create a TV show: Canada’s Got Game
 Hold auditions throughout Canada and select top 20
participants to the final rounds.
 Final rounds are shot in different provinces every season
 One season per year for a five-year period
Areas of Focus/
Objectives
Implementation
Timeline

16. “Basketball in your
community” program
(Within 2 Years) Improved TV ratings
Now 5
Years
Special Location
More social media Increased popularity
Exhibition Games
followers and participation ( 2nd
(Within 1 year)
in popularity ranking)
Areas of Focus/
Objectives
Implementation
Timeline