MMS715 Assignment Help on Promotional Plan

Section 1: Situation Analysis

This promotional plan focuses on Victorian basketball team, Melbourne United, and analysing the organisations environment to uncover opportunities and strategies to achieve its objectives. Firstly, a situation analysis will be completed where the product, market, consumer and competitors will be analysed while also critically reviewing the Melbourne Tigers decision to rebrand to Melbourne United. Following the analysis, several marketing objectives will be set which will aim to achieve a major organisational objective.  

Next, after the situation analysis has identified opportunities in the market, the plan will focus on the IMC process undertaken and justify the three chosen elements that will be used to achieve the objectives. This will include a detailed description of how the tools will be used, and their messaging.

To conclude, the actions required by the organisation will be discussed, alongside how each component is integrated and measured. This will include a budget and timeline so that Melbourne United can take this plan to market and implement it effectively. 

Product Analysis

Current Product:

• Five different membership packages, each with three different options, junior, adult and family (Melbourne United 2016). 
• The packages differ based on the seat location, with the more premium seats being restricted to the more expensive membership packages (Melbourne United 2016). 
• All packages include a membership pack, discounted merchandise and exclusive communications (Melbourne United 2016). 

Product Pricing:

• The prices for these packages range from $65 to $1,253, depending on the package (Melbourne United 2016). 
• This is similar to the other NBL teams, all offering multiple options, multiple packages in similar price ranges (National Basketball League 2016). 

Market/Consumer Analysis

Market Trends:

• Victorian basketball is growing in both metropolitan and country areas, with metropolitan registration figures up 4.6% and country 3.4% from 2013 to 2014 (Basketball Victoria 2014, p.7).
• Resources are being invested in growing the sport with more facilities being built and existing facilities being upgraded to cater for the anticipated growth of basketball in Victoria (Basketball Victoria 2014, p.10).
• Melbourne has had the largest and fastest population growth of all capital cities in 2014/15 (Australian Bureau of Statistics 2016).

Consumer Geographics:

• Located in the heart of Victoria, the largest geographical area is the city of Melbourne.
• Melbourne’s population is currently 4.4 million people (Lucas, C 2015), while Victoria’s population is currently 5.9 million people (Australian Bureau of Statistics 2015) 

Consumer Demographics:

• The product targets all age groups, however, adults are the predominant buyers of memberships
• Income - Moderate income
• Social class – Working class as well as the middle class
• Martial status – Single and married
• Gender – Predominantly male