Public Relations Process for Delstar Athletic Company - Essay Example

Public Relations Process for Delstar Athletic Company Introduction Delstar is an athletic company manufacturing and marketing athletic equipments for male and sports apparels for female. The company has been successful in meeting the equipment needs of male athletes but is facing a setback for some time in the female sports apparel due to some reason. The company CEO, Steve Stark, who has been recently profiled as one of the nation's best young entrepreneur CEO, has approached our company, which provides a range of services including public relations, advertising, and marketing services, to work with his staff to develop a basket ball sneakers targeted towards the female market. The CEO has asked for a range of services from our agency including the advice for a major labor issue faced by the company in the recent past. A detailed analysis was made in this regard to help Delstar to come up with same market share as that of its male athletic equipments. The following paragraphs will discuss the issue in detail to find a way out and help Delstar to survive and succeed in the market. Our agency, therefore, suggest a range of efforts to be performed by Delstar to compete with other firms in the industry and to become a threat for them in the years to come. The company has to conduct a couple of researches in this regard. To start with, our agency advices Delstar to conduct a market research so as to know the pulses of the target group. Market Research The first and foremost task in the effort of marketing any product /service is to know whether there are consumers for the desired product/service in the market. So knowing about the market is advisable before thinking about the product and its features. Once the consumers' taste and preferences are well understood, the company can start thinking seriously about the product design and development. Because, our agency believes firmly in 'Prevention is better than Cure' policy in marketing. Market Research is the process of gathering data relating to the consumers, competitor and the market and use of such data for decision making and actions. A market Research is indispensable for Delstar not only because it is going to introduce a novel product to a new target group, but the competition from industry icons such as Reebok, Nike, and Adidas is quite stiff. The target group for the new product, Basketball sneakers, has already been fixed by the company and it is female market. It is composed of both basket ball players and those who are fascinated by the style of basket ball sneakers and players. Market Research Method The process by which the data from target group are collected and analyzed is known as Market Research Method. Delstar is advised to conduct a Qualitative Market Research as it involves the study about the market feasibility of a new product, and a focused group. The focused group for the study, as already stated, consists of female basket ball players and female teenagers and women who are fascinated by the style of sneakers and basket ball players. Data are collected from the focused group by means of personal interview with them. In the basket ball players segment, female players are approached with an Interview Schedule to gather data. In the second group, a sample survey was conducted among teenagers and women who like basket ball sneakers for daily use for easy and comfortable walking. The players were asked mainly about their views on the sneakers presently available and their expectations about the one which is like to be launched in the market. An interview schedule is to be prepared with logically arranged questions on consumers' needs and aspirations about the product. In addition to the interview with focused group, a one-on-one in-depth interview with a renowned basketball trainer is also prescribed for the company since it is likely to generate more authentic and reliable information. The survey among the non-players female group is conducted using Random Sampling Method wherein the opinion of respondents are more likely to be objective rather than subjective. A sample of 50 girls from different colleges was determined and 50 women who are working in various organizations were also selected to form the total sample size of 100 in the non-players segment. Two well structured questionnaires were prepared with slight changes aiming to collect data from both teenagers and women. Product Design and Development After Market Research, the next stage is to think about the product and its features. Product Design is the starting point from where the entire process of product development is commenced. Even though, product design and development is the responsibility of production team, they can be assisted by marketing team with respect to market research and analysis. In fact, the products and services are the outcome of the efforts of marketing people also in carrying out market research and analysis. On the basis of the data available out of the survey, it is quite clear that price and durability are the major concern of most of the customers. Look including the shape of the shoe does matter sometimes, especially for those who are fashion conscious. The production team is advised to concentrate on the perfection of sneakers not only as sport apparel but as a fashionable and long lasting shoe for non-players. Delstar Company is also advised to set up a regular research team in the production area so that company can change its product outlook and features as needed by the consumers from time to time. Suggestions on Product Specification Every one likes to have beautiful and cost effective products. The various points to be noticed at the time of product development are: Look: It includes both shape and color. The shape should be attractive as well as convenient for use. Color is not a serious concern for players as they want outstanding performance. But, as far as the non-players are concerned, as they buy sneakers just because of their fascination, they want the sneakers to last as long as ordinary shoes. Price: Everyone talks about reasonable price when it comes to price. But, the question what is reasonable is understood by a few. If the product cost exceeds the price of similar product in the market, can the company fix a price less than its cost Supporters of market penetration theory may answer in the affirmative, but it is always advisable to compare the price of similar products in the market, when price is determined. Public Relations Conventionally, the public relations activities in almost all firms are performed either by the marketing manager or advertising manager. But, in the modern organizations, the need for a separate chair for Public Relations Officer is increasingly felt. The main duty of Public Relations officer is to direct the publicity programs aimed at the target group and to act as a link between the company and consumers on whom the survival and success depends. Delstar's Customer relationship should be strengthened and geared to generate more results in future. For that, the company is advised to conduct some basketball tournaments to benefit itself in the form of continuous contact with and flow of information from the customers. Advertisement and Sales Promotion The knowledge about the product and it features can be known to the consumers only when they are disseminated to the target group. Consumers take a purchase decision of a particular product by comparing the qualities and characteristics of the list of products known to them. Therefore, advertisement is a knowledge creation function and it is of strategic importance to the company. The crucial issues that arise in the advertisement management are media selection, subject matter of advertisement, presentation, etc. Media Selection The most popular media for advertisement now a day is television channel. Sports channels are especially preferred to other entertainment channels for sports apparel. One sport celebrity from Basketball can be used as the Brand Ambassador of the company to catch the attention of players as well as general public. Other media include Internet, which is increasingly more and more popular among the youth and sport journals and magazines. Hoardings and flex boards can also be fixed in and around the play ground which will invite the attention of millions of people all over the world. The subject matter through which the product's characteristics are conveyed is also so important. The subject and the presentation must be simple to comprehend even by a lay man. One celebrity from basketball field should be selected as the brand ambassador for effectively reaching the product to the target customers. Our agency believes that word-of-mouth advertising is the most effective, though little bit slow, technique for consumer product. The company can sponsor one of the lady's shows in a popular television channel to catch the attention of teenagers and women. Timeline of Events The exact dates for the various events are not prescribed. The date is tentative which can be changed according to the convenience of the people involved in each activity. 1. Market Research will be completed within one moth from the date of order received from the company 2. The basketball players shall be contacted for survey at the stadium at their convenience 3. The basketball coach shall be contacted for one-on-one interview along with the players 4. The product design and development shall be done in conformity with the market survey result. 5. Advertisement shall be started just one week before the product launch 6. Product Launch is arranged in a famous star hotel. Product launch is made possible through a convention 7. Important personalities of the locality, a few basketball players, the celebrity in basketball who has agreed to come as brand ambassador, few politicians, social activists' et al should be invited for the event. 8. The date of product launch should be decided well in advance and the same must be communicated to the concerned people. Press Release Announcement Delstar Athletic Manufacturing Corporation's Public Relations Officer today (date) announced the launch of its new product for the female basketball players and teenagers and women. The company official says that the commercial production and distribution of low-priced, light weight and innovative product will begin on (date). The company official claims that the new product has many features when compared to its competitor. Low price and light weight are the two exceptional features of the product. Initially, the product shall be available in three colors and various shapes throughout the country. Apart from being a sport apparel, the company says, the sneaker would be aimed at non-players female market who love basket ball and their style. Assessment of Unfair labor practice Delstar Corporation had been in the news for sometime in the past for an unfair labor practice. The allegation put forward by the employees is that company authorities were threatening plant closure if workers choose to join or form a union. There was no complaint received by any government department in this regard in black and white. However, an outside private agency, namely The Vigilance Group had enquired into the matter and publicized the report, which hit the headlines of many dailies. Knowing this crucial labor issue, one of our staff counseled Delstar's CEO by putting certain arguments in favor of employees. The arguments were not new to the CEO, but the way he took the approach towards the workers was unfair and barbarous. The staff told the CEO that as corportes are realizing the social justice and corporate responsibility are mandatory from the legal and company performance point of view, this sort of approach is really utter foolishness and he warned that the company will face the adversities in the near future, if it sticks on to the same policy. Interview Schedule This Interview Schedule is meant for collecting data from Female Basketball players about the expectations of a new shoe for female players. The questions are asked by the moderator and the answers are noted down in a separate sheet by numbering them. 1. Name of the player: 2. Age 3. Who is your favorite basketball player 4. Family background (any relationship with sport by any of the members) 5. Annual income of the family 6. Are you playing for money or out of curiosity 7. The club or school/college to which she belongs 8. How long have you been in the sport 9. Which brand you are currently using 10. What are your perceptions about the brand that you use and other brands available in the market 11. What changes do you feel necessary for you present brand 12. Do you think that it is workable 13. how much price would you pay, if the you receive the desired brand 14. Which color do you prefer Work Cited Advertising, Marketing, Promotions, Public Relations, and Sales Management. 2007. Occupational Outlook Handbook 2008-09. 22 November, 2008. http://www.bls.gov/oco/ocos020.htm Definition of Market Research. 2008. Market Research Portal. 22 November, 2008. http://www.marketresearchworld.net/index.phpItemid=38&id=14&option=com_content&task=view> Goyal Vidhu. Product Research. Marketing @ knowledge Zone. 21 November, 2008. http://www.coolavenues.com/know/mktg/vidhu-product-1.php Unfair Labor Practices. Employee.com. 22 November 2008, 2008. http://employeeissues.com/unfair_labor-practices.htm Ward Susan. 17 Advertising Ideas for Small Business. 22 November, 2008. http://sbinfocanada.about.com/od/advertising/a/17adideas.htm Read More