Tenis Racquets

Tenis Racquets - Prince Sports, Inc.: Tennis Racquets for...

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Prince Sports, Inc.: Tennis Racquets for Every Segment Principles of Marketing MKTG 311-01 Tuesday/ Thursday, 11:10p.m.-12:30p.m. Dr. Ephraim Okoro Fall 2011 November 8, 2011 Howard University School of Business Washington, D.C. Summary: Tennis Racquets for Every Segment Prince Sports in Today’s Changing World This case is about how the world is adapting and changing and how social marketing and social networks are the new focus. The social networks being; Facebook, twitter, MySpace, and others. Prince Sports is a racquets company that sells; tennis, squash, badminton, ektelon, and Viking. Prince is known for their many varieties of equipment as well as new innovative products. Prince invented, “the first “oversize” and “long body” racquets, the first “synthetic gut” tennis string, and the first “natural foot shape” tennis shoe.” Prince continues to innovate their products and the tennis population continues to grow from 43percernt from 2000-2008.
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Teaming Technology To Meet Players’ Need Tennis players have been divided into three categories according to their special needs. The categories are as stated in the text, “ Those with shorter, slower strokes: They want maximum power in a lightweight frame , Those with moderate to full strokes : They want the perfect blend of power and control, Those with longer, faster strokes : They want greater control with less power.” To fulfill all the needs of their customers they conduct detailed market research on the players at each level. This extensive research was the building stone for the new O technology. The O technology as stated in the text,” solved an inherent contradiction between racquet speed and sweet spot.” This was an invention that was never made; no racquet had the ability to have speed and a “sweet spot”. The “sweet spot” is the middle of the frame that has the most power when hit. Prince then delivered more customer satisfaction and innovation by developing more to the O technology and producing EXO. The EXO increased sweet spot by 83% while reducing the frame vibration by 50%. Segmenting the Tennis Market There are three primary market segments for the tennis racquets for Prince. There are; Performance line, recreational line, and junior line. Prince has to make designs for each segment there are three. The three being as stated in the text; (1) the price a player is willing to pay (2) what playing features they want, and (3) what technology can be built into the racquet for the price point. In Figure 1 it goes into detail the sub segments of each segment, the segment characteristics, brand name, length, unstrung weight, head size. Distribution and Promotion Strategies
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This note was uploaded on 03/27/2012 for the course MKTG 01 taught by Professor Okoro during the Spring '12 term at Howard.

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Tenis Racquets - Prince Sports, Inc.: Tennis Racquets for...

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