I. EXECUTIVE SUMMARY
II. MARKETING PLAN Review
III. PROMOTIONAL PROGRAMING AND SITUATIONAL ANALYSIS
IV. BUDGET DETERMINATION
V. DEVELOP of IMC PROMOTIONAL MIX
VI. INTEGRATATION & IMPLEMENTATION OF IMC STRATEGIES
VII. EVALUATE RESULTS
I. EXECUTIVE SUMMARY
Contact: James Villasenor, Javier Ávila, HéctorHerrera
Type of Business: A Mobile Sports Content & Services website in which our sports fans will be provided with the most important information of their favorite teams and watch their games in real time anywhere on there PDA.
Company Summary: SPORTS 2 GO is a website that will kick off in México as our first step into the marketplace. SPORTS 2 GO offers sport fans the option to follow theirfavorite team’s games live and with scores and stats of competition wherever the fan might be: in the office, at home, out for lunch, etc. At the same time we want to keep our clients informed with real-time messages on his or her cell phone/ PDA in the annoying case he can’t be able to watch his games on live TV. Our team consists of individuals with expertise in the fields of sports, websitedesign, public relations, marketing, sales and promotions giving us confidence to face any challenge. As sports fans we consider that it is of great importance to have instant access to our favorite teams score at our fingertips given the fact that life’s hurried pace does not allow this luxury for those constantly on the go. Before SPORTS 2 GO, people would have to settle with bits and pieces ofinfo wherever they can find them; at a friends house, restaurant, bar or over the radio, etc.
Management Team: Sports to go is a corporation directed by James Villasenor, Javier Avila and Héctor Herrera. They have an MBA with an expertise in marketing, website design and in business administration. As a team, James, Javier and Hector have won numerous awards for their remarkable teamwork andwidely successful entrepreneurial insight.
Product and competition: the product in Mexico will be utterly new to devoted fans of the many sport teams located in Mexico. We know that the number one Mexican pastime or hobby a following their favorite teams at every step. With the help of our service, we will tap in to a deep and resounding thrill of Mexican culture known as soccer. As we providethem with all the latest updates and essential info, they will have one large hub to find it all and more. From correct playing times of local teams, to the latest news bulletin of a team member, to watching live games on their PDAs. Competitors in this field are all new and have no significant advantage of marketing or targeting similar services to the general population. In exchange we havedetailed research and insight into the most profitable segments of the population with the necessary resources to plug-in to our service. Harm main competitor www.rojadirecta.com provides a service similar to ours but far inferior in technology and quality limiting services to archaic text messages. We, on the other hand, will have direct access to 3G technologies on phones and PDAs. This willgive our clientele the novelty of connecting directly online accessing our cutting edge formats and infrastructure, while at the same time keeping all those with older forms of technology in the loop of our updates with convertible services. In this way, we will take advantage of the broadest possible base of our target audience. This audience will be the teen to be adult without excluding all othercategories by emulating the example of simplicity and excellence borrowed from Apple Inc.
II MARKETING PLAN REVIEW
SPORTS 2 GO is a new concept that we believe to be a runaway success in the hands of eager consumers ready to sink their teeth and what can help them better follow their teams. While we offer the service to the consumer, we want to be an attractive alternative for advertising...