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Unformatted text preview: Kory Sauve & Zach Holland 1/24/2012 Media Report Outline The Miami Marlins Transformation Overview - Miami transformed into almost a new franchise by changing their name, building a new state of the art stadium, new uniforms, and finally spending money in the offseason to bring in well known players to their ball club. Miami realized they were going to have to spend money in order to make money and that is why they have taken these steps in hopes of a positive outcome They are trying to focus in on the target market in Miami to market towards their needs in order to get the best possible outcome for their organization. They have the market size in Miami however; they just cannot attract their potential consumers until now that they think these changes will have a tremendous impact on their marketing plan. Out with the old, in with the new Miami completely changed their overall look in professional baseball by taking dramatic changes during the offseason. The new name, stadium, jerseys, and players have already caused talk around the nation as the marketing continues they hope that it will lead to an increase in ticket sales which they are already projecting a pretty substantial jump from previous years. Miami Marlins Name Change They incorporated Miami instead of the classic Florida Marlins because they wanted to target more to their market in Miami. Not only did they get a new logo but in the logo they put Miami instead of a team nickname like most professional baseball teams include. Sports industry consultant Bernie Mullin calls Miami a quirky market - big but not wealthy, heavy on transplants, that forces a sports franchise to walk the fine line between appealing to the large local Latino population while also luring others to drive down from Ft. Lauderdale for a game....
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This note was uploaded on 02/06/2012 for the course MKTG 360 taught by Professor Joireman during the Spring '08 term at Washington State University .
- Spring '08