Riddells Safe Helmets Marketing Plan

Riddells Safe Helmets trade PlanRiddell, the brainchild of John Tate Riddell, has a long and illustrious history of introducing in advance(p) sports equipment. Since 1929 the Riddell Sports has been producing technologically innovative performance equipment aimed at providing athletes efficient recourse gear (Riddell, 2012). A wide range of sports equipment is manufactured by Riddell Sports ranging from its near public product the football game game game helmets to other sports equipment such(prenominal) as raise pads, face masks, body pads and helmet chin straps. In 2006 Riddell Bell Holdings and Easton Sports unify their operations forming Easton-Bell Sports (Riddell, 2012). Riddell has been a prominent brand of Easton-Bell Sports ever since 2006 along with its other brands such as Easton, giro cheque and bell (Riddell, 2012).football is a tough sport and medical researches prove that there exist sacrosanct chances that regular players will stimulate from at least one concussion while playing for a discipline, college or professional football team (Hyde Gengenbach, 2007). Concussion is an spot to brain that is ca apply by a cowpoke or violent strike on the head (Hyde Gengenbach, 2007). The medical implications of concussion butt end be mild like suffering from a headache to severe like going into coma. Concussion is a dangerous problem plaguing Ameri lowlife football. Nearly 63,000 students participating in ten different high school sports suffer from mild concussions each year with two-third of them suffer concussions while playing football (Hyde Gengenbach, 2007). Among football players brain injury is the most common cause of death. It is the responsibility of coaches along with the school and college authorities to ensure that athletes be provided neat refuge device gear for taking part in any sport. Along with this p atomic number 18nts and athletes themselves should take proper stairs to prevent any injury which includes use o f appropriate head gear, avoiding dangerous on-field practices such as hostile tacking and head shots in hockey (Hyde Gengenbach, 2007). In case of a concussion the athletes should not be allowed to return back to field until they atomic number 18 cle ard by a neurologist after a thorough examination for possible brain injuries.The above statistics show that there exists a huge mart need for asylum sports gear. This need was effectively tapped by Riddell (Riddell, 2012). The Riddell Sports uses a variety of innovative sports technologies to manufacture safety equipment for athletes that helps them in improving their performance on field (Riddell, 2012). Through effective grocerying of its sports safety equipment Riddell lot ensure it retains the top spot in safety sports equipment manufacturing for many years to come (Riddell, 2012). Below is a detailed market plan for Riddell Sports that examines the marketing strategies soon sucked by Riddell and the possible strategies i t can adopt for better promotion of its products.SWOT analysisStrengths The master(prenominal) strengths of Riddell Sports are outlined below.Riddell is one of the leading football helmet suppliers for schools, colleges and professional football teams.Riddell is the official helmet provider of the National Football League (NFL).Low cost manufacturing and put together facilities along with excellent relationship with suppliers through and throughout the world.Riddell in like manner provides state of the art reconditioning goods for football safety gear and equipment in US that uses undercutting edge technologies like Riddell Staph-Fighter to get rid of viruses, bacteria and molds unquestionable inside the sporting gear.Weaknesses The main weaknesses of Riddell Sports are outlined below.A limited marketing budget to sire consumer brand awareness.Inability to tackle ambition from emerging protective football equipment manufacturers such as Schutt and Rawlings.Opportunities The main opportunities for Riddell Sports are outlined below.An exceptionally motivated product development team that is keen to develop innovative products turning complete safety solutions to athletes.Through optimization of supply chain operational efficiencies can be gained.Football helmet manufacturing remains an extremely lucrative business with sales for safety football gear lift from $308 million in 2009 to almost $327 million in 2010.Threats The main threats being faced by Riddell Sports are outlined below.Strong performance of Schutt Sports at all levels of football manufacturing grabbing almost 57% of total market role of safety football manufacturing (Brown, 2011).The strong re-emergence of Rawlings after a gap of two decades. In its archetypical year of operations in 2011 it captured about 6%-7% of the market (Brown, 2011). trade Plan for Riddell SportsIndustry psychoanalysisThe sports equipment industry is a very fast growing industry which makes a projected $3 card inal a year. According to Sporting Goods Manufacturers Association (SGMA) an estimated 1 million athletes were a part of high school football teams in 2002. These figures point out towards tremendous potential for sales of football associate equipment and accessories. Riddell Sports is currently the market leader in football helmet sales closely followed by Rawlings Football, Schutt Sports and Xenith.Target Market interpretationThe lay market for football equipment and accessories can be divided into four main groupsYouth union programs focused on young athletesHigh school studentsCollege studentsProfessional athletesDemographics The target market of Riddell Sports may moderate of both unmarried young men mainly falling in the 9-25 years age sustain to the married men falling in the 25-35 years age bracket.Psychographics Riddell Sports mainly aims to target men of nearly 9-35 years of age who play football this is the reason the Riddell Sports advertisements are mainly shown during NFL games when men are most likely to be watching the television. Interest is another common factor in determining psychographic trend, the target market of Riddell Sports takes equal interest in football. The interest level may vary while nigh may be interested in watching football on television others are more(prenominal) interested in playing on-field, but all are connected by their love for the game. geographical location In the US certain geographical areas are well- cognize for their love for football (Delaney Madigan, 2009). monumental evidence collected over a period of time proves that football is very popular in Texas, Florida and Alabama (Delaney Madigan, 2009). Thus, the Riddell Sports should concentrate all its energies on effectively marketing its football gear in these areas.Marketing Strategy MixProduct ReviewRiddell Sports manufactures football helmets and equipment as well as helmets and equipment used in baseball, l crosswayse and other team sports (Ri ddell, 2012). Riddell Sports may be divided into three main product categories among which are set forth as belowFootball helmets Riddell manufactures varsity football helmets, youth football helmets, football helmet face masks, and football helmet accessories (Riddell, 2012).Shoulder pads In this category Riddell in like manner manufactures varsity football shoulder pads, junior varsity shoulder pads, youth football shoulder pads (Riddell, 2012).Reconditioning services Riddell also provides a cleaning and repairing service for helmets in society to repair any broken parts and pass the helmets through a Riddell Staph-Fighter implement in straddle to completely sanitize the sports equipment and get rid of molds, viruses and bacteria hidden in the sporting gear (Riddell, 2012). The Riddell Staph-Fighter machine has an amazing kill rate of more than 99.99% of the bacteria (Riddell, 2012).Placement The version of football that closely resembles rugby football and requires athletes to wear helmets is more popular in North America and Europe. Thus, the Riddell Sports placement strategy will be more closely focused on targeting the North American market.Pricing The pricing strategy of Riddell Sports is base on close monitoring of the prices of competitors products and then developing its pricing strategy accordingly. Riddell Sports continuously strives to remain in line with its competitors prices including Rawlings Football, Schutt Sports and Xenith. Price for Riddells football helmets will also be made competitive with substitute products as well.Distribution Strategy Riddell Sport has worlds most diversified distribution network for helmets used in gymnastic and recreational activities. Riddell Sports will be distributing its football equipment through a combination of take such asMass merchantsSporting goods storesIndependent specialty retailersPositioning Statement Riddell Sports is positioned as the official helmet of the National Football League (NFL). This is a very powerful positioning teaching for Riddell since the competitors cannot imitate it as long as the Riddell Sports is the official helmet supplier of the NFL. Another important reason why it is a powerful positioning statement is because the positioning statement is visible to the customers (Reynolds, 2001). During NFL matches they can see the logo of Riddell Sports on the helmets and other safety equipment faltering by athletes.Competitor Review In the US protective football manufacturing equipment market there are three major companies that have the potential and operational and financial ability to snatch market share away from Riddell Sports. These companies areSchutt Sports pass comforting competition to Riddell Sports in the football helmet manufacturing market.Xenith Offering substantial competition to Riddell Sports in the youth football helmet market, high school football helmet market and college football helmets market.Rawlings Football Offering substanti al competition to Riddell Sports in the football helmet and apparel manufacturing market.Other competitors of Riddell sports includeDiamond Sports Offering substantial competition to Riddell Sports in the softball and baseball equipment manufacturing market.Douglas Protective Equipment Offering substantial competition to Riddell Sports in the shoulder pads manufacturing market.Marketing Communication and Promotion StrategiesPress Releases In the marketing communication context press print is a very effective tool for announcing the reach of a new product or service into the market. Press releases are usually prepared to convey positive information about the organization. The format of a press release is the same whether it is being prepared for radio, television or newspapers. Riddell Sports actively releases press releases announcing the arrival of new products in the market. Some press releases issued by Riddell in recent times areOn December 12, 2011 Riddell Sport released a pr ess statement announcing that it has entered into a exclusive partnership with National interscholastic Athletic Administrators Association (NIAAA) to educate athletic administrators about latest safety equipment for athletes (Riddell Press Releases, 2012).On January 12, 2012 Riddell Sports inform though a press release that it was getting Gunthers Athletic Service a West slideway company specializing in sales of sporting equipment and uniforms. The press release further mentioned that the strategic move of acquiring Gunthers will help to boast Riddells presence in West Coast (Riddell Press Releases, 2012).On February 14, 2012 Sports announced though a press release that it was renewing its helmet and equipment partnership with USA Football, which is footballs regulating body in the US (Riddell Press Releases, 2012).Consumer Brand Awareness StrategiesBillboards Non-traditional billboards effectively advertising Riddells safe helmets erected in college stadiums, densely live nei ghborhoods can help the consumers to identify with the products of Riddell helmets.Magazines Riddell Sports can prominently advertise its product offerings through major US sports magazines, since these magazines are read by athletes and sports buffs that are more likely to take interest in advertisements related to sports goods and equipment. Magazine based advertising is a very good way to promote sales of a firms goods and products. Prominent sports magazines through which Riddell sports can advertise its product offerings areSoccer AmericaSporting paroleSports IllustratedSocial Media Contemporary marketing scenario has been taken over by emerging social media conduct (Weinberg, 2009). divers(a) social media channels can be used by Riddell Sports for advertisements of its goods and services, some of the many social media channels that can be used by Riddell Sports areFaceBookYouTubeTwitterPinitRedditMixxDeliciousMedia StrategyPrint advertizement Riddell can increase consumer brand awareness by advertising through variant print media channels such as magazines, newspapers, industry periodicals, in-house publication and a direct mail campaign (Hackley, 2010).Event Marketing Organizations around the world create events that are tied around marketing of their own products (Trehan Trehan, 2007). Riddell Sports can also use various event marketing tactics to increase its customer base, some of these tactics are mentioned belowOrganizing promotional events at various schools and colleges where exhibition football matches are held and the winning team is provided cede product samples including premium items bearing companys logo for example t-shirts, hats, mugs etc.In addition to this Riddell Sports can also sponsor local art exhibits, music concerts and various other festivals where there are chances that a astronomic number of men and adult boys will be in attendance, since the main target market for Riddell safety helmets are the above mentioned two grou ps of consumers. At different locations on the event site large banners and signage featuring Riddells products can be erected which would subconsciously work to increase consumer brand awareness.Organizing such events widely contribute to increasing consumer brand awareness and can be am effective marketing ploy that can reap great benefits for the sponsoring organization if used wisely.Sales Promotion tactics Sales promotion is one of the most popular tactical weapons available to organizations around the globe which can be effectively utilized to enhance firms distinctive capabilities along with giving the organization a unique edge over its competitors (Hackley, 2010). The Riddell Sports can use various sales promotion strategies to boost firms sales. Some of the most powerful tactics which can be used by an organization areA great sales promotion tactic can be that of a offer of a price-cut on a prestigious product of the organization. For example Riddell Sports can offer pri ce-cut on its $376.99 The Game auto-changer brand of helmets or its $248.99 Revolution Speed brand of helmets (Riddell, 2012).Offering customers a free product when they buy a higher priced helmet. For example customers buying one Game Changer helmet worth around $380 would be given a free chin strap worth $8 (Riddell, 2012).Another popular consumer demand pulling marketing tactic can be the use of coupons (Fifield, 2012). Coupons are a very well-known means of offering targeted customers discounts on selected items (Fifield, 2012). In the case of Riddell helmets these coupons can be distributed in magazines, or advertised on the sports page of local newspaper from where it can be cut and presented to nearby retailer carrying Riddell helmets for a discount of a specified item. Coupons may also be distributed through direct mail or in stores and shopping malls.Broadcast media Broadcast media includes television and radio (Ranchhod, 2007). Organizations across the world use transfer media for marketing of their products and services because of the ability of this particular medium to reach a large number of people either internationally or nationally (Fifield, 2012). One of the main benefits of broadcast media is its ability to create vivid product messages that are memorable and compelling (Ranchhod, 2007). Riddell Sports also ran one such memorable television commercial during the National Football Leagues Arizona Cardinals vs. Dallas Cowboys game (Riddell, 2012).Worlds Apart Television commercial message This television commercial was aired in 2011 (Riddell, 2012). The 30 second commercial which featured top-quality Riddell football equipment gave the message that players may represent entirely different football teams but they are same because they are wearing protective gear and helmets made by Riddell (Riddell, 2012). The particular television commercial designed by HeadRush advertising agency received amazing feedback from television viewers across the US (HeadRush Creative, 2011).Celebrity Endorsements The crying (Trustworthiness, Expertise, Physical Attractiveness, Respect, and Similarity to Target Audience) model has been developed to describe the reasons why using a repute as an endorser for a firms product can produce a positive impact on the overall sales of the organization (Fifield, 2012). When customers see their favorite repute using a product they can easily identify and recall that particular product when they go for shopping (Hackley, 2010). The use of well known celebrities in advertising is a great marketing tool that has been effectively used by Riddell for marketing of its safety sports gear. The Riddell Sports has a long standing history of roping in top of the class athletes for celebrity endorsement of Riddell products. Some of the famous athletes endorsing Riddell products areDave Mirra the American BMX athlete who holds the temper for winning the highest number of X-games medals endorses Riddell helmets.T ony sky also endorses Riddell helmets. He is also famously known as birdman, for his amazing antics using skateboard. Tony Hawk holds the record for being the vertical skateboarding champion for 12 years in a row.Tanner Hall, the fabled American skier also endorses Riddell helmets. Tanner Hall has defined and pushed the limits for freestyle skiing, at the age of 28 years he holds the record for most career gold medals and thus, is a perfect choice for marketing the Riddell helmets.