JJ's Sporting Goods - Johnathan Castillo

JJ’s Sporting Goods Sports Clothing Brand

Created By: Johnathan Castillo Presented: June 2021 Marketing ll

Table of Contents

Cover Page Table of Contents - Page 1 Executive Summary - Page 2 Industry Overview - Page 3 Business Description - Page 4 Branding - Page 6 SWOT Analysis - Page 7 Target Market - Page 8 Marketing Goals - Page 9 Marketing Mix - Page 10 Sample Advertisements - Page 11 ● References - Page 12 ● ● ● ● ● ● ● ● ● ● ●

Executive Summary Here at JJ’s Sporting Goods we look to better our young community in sports. We will do this by providing a place for them to go and get affordable clothing and gear. But also be able to connect with others by playing games and winning prizes around the store. We have a big store around the country. We will be selling clothing such as Dri-Fit shirts and shorts. And gear such as football gloves or baseball bats. We want to reach out to the younger generation because our competitors sell at a more demanding price, we want to give the kids a chance to showcase their talent. As our company grows we look to help and sponsor youth organizations and teams.

Industry Overview The Activewear Industry According to Grand View Research, the global sportswear market size was estimated at USD 239.78 billion in 2018 and is expected to register a CAGR of 10.4% from 2019 to 2025. ●

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Increasing awareness about leading a healthy lifestyle and about the health benefits of fitness activities, such as swimming, yoga, running, and aerobics are expected to drive the market.

Increasing popularity of sports events, such as the World Cup, Olympic Games, and other sports is also boosting the growth of this market.

Rising cases of work-related health issues, such as stress and obesity, are pushing more people to follow any sport and fitness activity, which is further increasing the demand for trendy and comfortable sportswear.

Our Position in the Industry At JJ’s Sporting Goods, we focus on a healthier lifestyle from the early years.

The Competition There are several worldwide competitors selling sportswear. But there are only a few that sell online and in-store.

What Makes JJ’s Sporting Goods Unique We connect to our customers in a special and unique way. This is by having gaming systems around the store, and giving them chances to win prizes. This helps us grow with our customers and give them a space to have fun outside of school.

Business Description Mission Statement: This company was created because I want to support the young athletes that weren't able to afford the equipment and accessories for sports. We as a company will provide top notch equipment such as basketball shorts, shoulder pads, cleats, shoes, etc. We will also provide accessories such as sleeves, mouthpieces. All for the young athletes all around the world that are full of potential and want to play in style.

Goals and Objectives: As a company we want to reach kids worldwide, not just the United States. But we aren’t stopping after reaching kids worldwide, we want to help leagues like Pop Warner, NFL Flag, travel basketball, and all high school sports. We can help provide equipment for these leagues and help make these leagues a lot more cheaper for these kids to be able to showcase their talents worldwide.

Industry: In this industry of work it can be very positive but it can also be negative. Reason being the competition. We will have to compete with companies like Dick’s Sporting Goods, Bass Pro Shops, Hibbett Sports, and Modell’s Sporting Goods. In this industry all companies have a big name and connect to their customers in a special way. And this industry also provides big opportunities for every company. This opportunity is sponsorships, a lot of companies like to reach out to travel teams and help sponsor them. This means the team will get the company logo patch on their uniform. This helps get their company name out in the world.

Strengths and Skills: This company will be better than all the competitors. I believe this because in the store there will be a lucky customer every hour that has a chance to get their entire order free if they beat an employee in a 1v1 in basketball. We will have TV’s and customers will have chances to win free shoes if they beat an employee in a game of their choice on the PS5. We will connect with our customers by keeping up to date with everything going on in the world and the generation. Doing this will attract more customers because our target market is the younger generation and all they want to do is have fun.

Target Market: We target the younger generation from 5-17. We will keep our store design up to date to fit the generation. We will have TVs, gaming systems, music, etc. Keep our customers satisfied with shopping and also so they come back.

Closing Summary: Our company is a cheap but top notch gear sporting goods company. We give away prizes in the store if you can beat an employee. We are looking to sponsor sports teams around the world, so your team could be one. We want to help the younger generation because we all weren't able to pay for all the equipment and gear growing up so we want to give back to the young generation that is full of talent.

Branding Logo:

Slogan: “One spirit, one team, one win” Color Scheme:

Merchandise:

Unique Selling Proposition We focus on sponsorship and scholarships for all young athletes. We provide hi tech clothing and equipment for all sports. Our stores are even to die for, we have music and gaming all around the store. We even provide chances for young customers to win prizes whether it be gaming or playing a simple game of knockout. We like to make our customers feel loved while they shop, even if it's just a chance for them to come in and play. This keeps all the kids off the streets and out of trouble. We as a company want this for all kids around the world. Let’s reach out to the struggling kids and help them smile.

Market Analysis SWOT Analysis

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Strengths Gives kids an opportunity to showcase talent

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● Opportunities Support sport teams Sporting events

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Weaknesses Product may not be as good to competitors May not communicate well enough with the younger generation Threats Dick’s Sporting Goods Modell’s Sporting Goods Hibbett Sports

Market Analysis

Dick’s Sporting Goods

Modell’s Sporting Goods

Hibbett Sports

● Coraopolis, Pennsylvania.

● Northeastern United States.

● Birmingham, Alabama

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All items for sports.

Clothing for sports.

Direct What’s their Unique Selling Proposition?

How are their sales?

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Clothes for sports and streetwear. Sporting items.

Indirect What’s their Unique Selling Proposition?

How are their sales?

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Sneakers, Streetwear, Sporting goods,etc.

Indirect What’s their Unique Selling Proposition?

How are their sales?

Target Market Age- We will be catering for kids from the ages 17 and under, so we will focus on targeting adults/parents Gender- Both sexes Marital Status- Single or Married Family- Multiple children Location- We sell nationally for kids all over the world.

Education- While our focus is on kids ages 6-17, our target audience is parents who probably have a job which required a high school diploma or college degree Income- Parents will most likely be doing all the buying, so anywhere from $60,000+. But for the older kids their income will be minimum wage.

Occupation- The kids would play sports and school Religion- We provide to all religions Language- All languages across the world Lifestyle- School everyday and practice after school Motivation- Knowing they have a place they can rely on for their sports. They also get motivated because they know someone believes in them.

Hobbies- Video games, sports, cartoons, etc.

Size- We have a huge amount of customers worldwide.

Marketing Goals Goal #1: Increase Brand Awareness ● We as a company want to be worldwide and our only way of doing this is getting known across the world. ● We will accomplish this goal by helping youth leagues and teams and putting our logo on jerseys. This will help because when they travel to other states people will notice.

Goal #2: Focus on Customer Satisfaction ● We want to connect with our customers in ways they understand, to show them that we care and want to satisfy them. ● The way we will connect with our customers is they will have chances to win prizes, there will be gaming systems, music, etc. This is to connect with them because we sell to a younger generation and this is what they like to do. So they will be attracted to come back and help support.

Goal #3: Gain More Social Media Followers ● Nowadays everything is based on social media and how many followers you have. So we want to gain a lot of followers and attract more customers. ● We can do this by keeping up with the trends. Such as TikTok and make videos based on our company brand. We can collaborate with social media influencers and have them give us shoutouts.

Marketing Mix PRODUCT: JJ’s Sporting Goods provides high tech sports products. We want to sell our product in unique ways to connect to our customers. We sell products with a lot of variety available, which allows customers to select the product variety that best suits them.

Our products are perceived to be higher quality than that or competitors. Therefore, customers are willing to pay a higher price for these. Our product categories include: ● Hoodies ● Dri-Fit Shirts/Shorts ● Sports Accessories Our Most Popular Products Are ● Cleats ● Basketball shoes ● Shorts PRICE: The current pricing strategy is a competitive based pricing strategy. This is because, based on our competitors, similar products are easily available due to a large number of competitors that exist within the industry. We sell our products at a higher price than competitors. This is because it offers more features, and the high price makes up for these. We also use an optional product pricing strategy for certain products, where it offers a price for the base product and separate prices for the accessories that come along with it.

PLACE: We sell our products through three marketing channels. The first is where it sells directly to its customers through our online website. The second is where we sell to wholesalers who then sell to different retailers located all over the country. We then sell our merchandise in-store to our customers. We have our products present in over 500 retail locations throughout the country.

PROMOTION: We use multiple media channels to promote our products. We also use online and social media advertising, which is cheaper and beneficial due to the increasing usage of the internet. We advertise on various social media platforms with a focus on YouTube, Facebook and Twitter due to the high monthly usage of these. It has over one hundred thousand likes or customer following on these pages.

Brand Positioning For young athletes that want a chance to showcase their talents, but don’t have the means to get the proper equipment, JJ’s Sporting Goods offers athletes a chance to get all their required athletic gear at an affordable price. We don’t just offer fair prices, we’re committed to being a place for kids to express themselves and stay out of trouble and interact with others in a positive way.

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References https://www.grandviewresearch.com/industry-analysis/sportswear-market