THE NEXT GENERATION OF PERFORMANCE Stuart Azrikan, Derrick Cenicola, Chris Martelli, Zach McKean SPM360 – Sport Marketing Professor Dodds

 Easton currently designs and manufactures baseball and softball bats, hockey stick shafts and blades, and hockey skates. They also make archery equipment, tent tubes, bicycle components, and lacrosse equipment.

 To increase company revenue by at least 12% over the next year while only increasing company costs by 5% (a 7% profit gain).  S – Specific – we set an exact percentage  M – Measurable – 7% profit gain  A – Attainable – Just over 10% in 1 year  R – Reasonable – 5% increase  T – Timely – 1 Accounting Year

 We feel that with Easton’s strong brand equity and substantial presence in these markets, maybe it is time to expand into other new markets.  This is why we have designed and made two new basketball sneakers that will revolutionize the industry.

 The Easton “Franchise Line” of Basketball Shoes  Featuring: The Prodigy & The Warrior  Targeting the Demographic

 There are currently no basketball shoes available focusing on injury prevention!  Today’s players are frequently faced with debilitating injuries, particularly ankle and heel.

 Total Support Technology – Kevlar based technology will provide maximum stability in all high-risk injury areas (focusing on the ankle and heel), while maintaining flexibility throughout the shoe, so not to hinder players’ agility and mobility.

 Gecko-Tack Plus Outsole - inspired by gecko setae; setae on gecko footpads are small hair-like tissues that play a tremendous role in the animal's ability to cling to vertical surfaces. Gecko-Tack Plus will give our shoes previously unparalleled long-lasting traction, so players never have to worry about slippage or constantly replacing their shoes.

 Dr. Scholl’s CFT Footbed - CFT padding is a revolutionary new foot bed that will mold to each individuals unique footprint through standard use. This will ensure maximum comfort to a wide array of consumers, regardless of prior foot conditions (Ex: high arch).

 Endorsed and worn by former #1 pick Kyrie Irving Tech Features: Total Support Technology Gecko-Tack Plus Outsole 30-Day Money Back Guarantee

 Endorsed and worn by International Sensation Marc Gasol Tech Features: Dr. Scholl’s CFT Padding Total Support Technology Gecko-Tack Plus Outsole 30-Day Money Back Guarantee Super Light-weight Top of the line materials

 We researched current industry leaders to maintain competitive pricing  Both the Prodigy and Warrior will be available in both high-top and low-top styles ProdigyWarrior Low - $64.99 Low - $ High - $74.99 High - $124.99

 We will sell our basketball shoes at sporting good stores, as well as regular shoe stores without a sports background.  We want our shoes to be readily available to high school, college, and professional basketball players, and the most efficient way to do that is through the Internet.

 Social media networks will be a key part of our promotional strategies:  Twitter  Facebook Sneaker Giveaway  Already established brand recognition  Commercials and Ads

 We chose Gasol and Irving, as they represent the future of basketball, and fans relate to them both domestically and internationally.  Upon release, all of our products will be backed by a 30-day money back guarantee, if for any reason a customer is unhappy we will find a way to make it right.  The Easton brand is already well-known for their exceptional customer service.

 1. What do you look for most in a basketball shoe?  A. Injury Prevention  B. Durability  C. Comfort  D. Lightweight  E. Attractiveness  2. How often do you buy new basketball shoes?  A. Every Season  B. Every Year  C. When they stop fitting  D. When they lose traction  3. How much do you spend on average when buying a basketball shoe?  A. $100+  B. $75-$100  C. $50-$75  D. Less than $50  4. Have you ever been injured while playing basketball?  A. Yes  B. No  5. Do you prefer high tops or low tops?  A. High tops  B. Low tops  C. Undecided We distributed the following survey online to 50,000 potential consumers who had demonstrated an interest in basketball

 A study conducted by the Euro league Pan-European Research Organization revealed that around 56 percent of the urban population in Europe has some interest in the sport of basketball. The 56 percent of people who indicated they were interested in the sport of basketball equals around 45 million people.  We also looked at more data that was collected by the Institute of Basketball Research located in Shanghai, China. Their research showed that while there are many sports played in China, 53 percent of the population enjoys the game of basketball. The 53 percent of people who indicated they were interested in the sport of basketball equals around 672 million people.

 Nike controls about 80% of the basketball shoe market share in the United States through their Nike and Air Jordan brands  Adidas has about 14% of the market share  Both have done this by marketing their products to year olds, a direct influence on our decision to target the younger demographic.

Thank you for your time! Are there any questions?