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Promotional ideas to enhance the value of product

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Reference no: EM132419155 , Length: word count-1000

SPM 3306 Sport Marketing:
Final Take-Home Exam

Question 1. Read the following article from Forbes.com:
Fender, a musical instruments company, is offering baseball fans collectible MLB-themed Stratocaster guitars. According to the article, there are also plans to have clubs sell the guitars at team shop locations. This is an unconventional and high-end product category among MLB's licensees. Develop your answer by addressing the following three questions related to the issue:
(1) from a sport consumer's emotional/psychological attachment perspective, what factors would drive consumers to buy this licensed product?

(2) what are the expected benefits that could be enjoyed by purchasing this product?

(3) what would be some promotional ideas that would enhance the perceived value of this product?
You should provide answers to all questions above. Provide factual information (e.g., related journal articles, industry reports, expert comments, etc.) where necessary to support your arguments. (Word limit: 1,000 words excluding reference and appendices)

Question 2. Werner Ladders partnered with NCAA to become the "Official Ladder of the NCAA Basketball Championship." While a ladder company's sponsorship of NCAA may sound unusual, the company has supplied ladders to sports arenas for decades (Sanserino, 2014). Develop your answer by addressing the following three questions related to the issue:
(1) is becoming the official ladder of the March Madness tournament worth the investment and why?

(2) what are the benefits that the ladder company can enjoy from this sponsorship deal from the ‘brand equity' perspective?

(3) what would be some promotional ideas that would enhance the perceived value of this product? You should provide answers to all questions above. Provide factual information (e.g., related journal articles, industry reports, expert comments, etc.) where necessary to support your arguments. (Word limit: 1,000 words excluding reference and appendices).

Reference no: EM132419155

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