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Marketing

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Marketing is a natural born human attribute that develop through the course of life, it is everywhere and all the time around us, especially nowadays we see its impact clearly with the infinite innovations in technology and media. Before taking the marketing course I knew that there is theory for marketing and creative multinational and local companies competing in a limitless profitable market. Now I am undertaking the theory linked to real word examples by our Doctor, and those examples made me start thinking about how important and powerful marketing is.
I want to share my experience about basketball in Australia. Basketball sport in Australia and around the world is growing up as it is a sport that requires a lot of skills and training consisting of speed strength, endurance, athleticism and cleverness. So it is a big sport with an amazing Showtime with an increasing worldwide number of viewers and participants. It is an old sport in Australia, “1905 - First recorded game in Australia was played at YMCA facilities in Melbourne “Basketball Victoria website. Basketball Australia had amazing great good times from early eighties until mid nineties and since then it has been suffering.

Who to blame for such loss, some say “that sport is a victim of its own success and had shifted away from the model that served it so well “Former Sydney Kings and Australian Boomer’s captain, Jason Smith. In my opinion the fault falls on basketball Australia and the professional participant teams. What’s good that new efforts are going on from Basketball Australia as they led rebranding project in 2009, “rebranding exercise to develop and position the sport for future growth and development “Mr. David Thodey Chairman board of Australia “ principle of Marketing 5th edition . Personally I think branding is one of the most important things that any company should focus on. I loved what former CEO of MacDonald’s declared about branding that it is more valuable than the totality of all assets owned” McAtlas Shrugged, foreign policy, May- June 2001, pp. 26 – 37; marketing Management 13th edition” and what well respected marketer once said that “products are created in the factory, but brands are created in the mind” Jack trout, “branding” simplified”, Forbes, 19 Apr 2007. And what basketball Australia did is great so far as the new brand started to take effect as for example if you go to any stadium or any product that is related to basketball Australia you see their new logo displayed. I understand now that branding is a very important step in marketing as it is the “company’s promise to deliver a specific set of features, benefits, services and experience consistently to buyers of the brand” and by that simple and honest promise Basketball Australia will have a clear vision and mission that will lead to a successful new image for the sport in Australia. From my simple understanding about when governments wants to sponsor any sport body, they study the outside and inside image of the body, and this case the basketball logo is the outside image and when it is unified that gives a strong reflective image to the government, plus the strong corporate team that runs the show in the body indicate also a strong image to the government. And in return government will feel safe and sure when it is funding basketball Australia. So strong branding positioning reflects strong message that contribute a high percentage of the success.

However rebranding alone will not solve the problem; there must be studies to the causes that led to that collapse. Both basketball Australia and the teams must make studies to understand what the followers want and what satisfies them and at the same time they must focus on their profits. They must balance between them and focus on societal marketing also there must be an understanding to the current followers by studying their demographics and social economic status. what's more is that they must study successful leagues around the world as the National Basketball Association (NBA) in USA and especially Euro basketball league that achieved amazing success in the last decade. Also they must work out on building new supporters and specifically new generations by increasing their advertisement over the internet, TV, newspaper and making basketball training camps around Australia, involving basketball professional players as Patrick Mills and Andrew Bogut who currently plays in the NBA. So in order to make basketball image in Australia reach a high level, good resources and tools must be used. Basketball games must be televised live and more frequent than in the past as that make huge impact on every basketball follower because it will make basketball part of the social life. NBA teams from USA should be invited to compete against them and that in my opinion will attract more followers to watch the game and increase the level of the game and naturally contribute more profits. Vice versa also Australian clubs and national team should travel the world and make friendly games against famous strong teams that also will contribute positively to the overall game here. Investors should be targeted and marketed about how profitable the game. Universities should start focusing more on their basketball teams and should scout talented players and provide scholarship for them to study and play their game. Furthermore, strong national university basketball league will be a mutual interest for both universities and players. As that league will be an amazing marketing for the universities, as it is the case in USA. Their universities are so famous for basketball players around the world and many players dream to go there to study and play. Courses that focus on coaching and the development of all the sports should be available in all Australian universities. Most of the above example will contribute towards the overall image and achievements of not just basketball in Australia, but it will be a boost to all different sports.
Besides there must be surveys and data collection about social players and followers to know how affordable for them to go watch a basketball game and know what they want. Also make more investment on stadium facilities and training facilities and make it available to most basketball players. Teams and corporate body must make studies to understand more about the market structure of followers. A mix of demographic, geographic, psychographic, income, behavioural and loyalty status market segmentation studies should be in place and these studies must be measurable, accessible, substantial and actionable so they can conclude the best market- targeting strategy based on the recourses available. Also teams and corporate body must focus on building strong relation with all segments as these teams needs every single fan. And to build such massive data they must collect data with every touch point with customers and that several departments should partner to build this relationship. Focused basketball marketing programs should be designed to build closer relationship with the followers. More advertisement about basketball should be in place, using the basketball language, using different type of today’s technological communication channels. Sales promotion from teams regarding tickets and more team apparels should be distribution in sport outlets around the country. Generally, careful mix of promotion tools should lead build strong customer relationship. Corporate bodies should have a long term plan and vision to succeed and maintain that success, by focusing more on their relationship with followers and work on maintaining it using the best affordable tools with the best simplist understandable language with their current and future customers.
Australia achieved a worldwide success in various sports, and it is on the basketball world map because of the availability of talent and passion to the game and with a past successful corporate vision that deteriorated. Such scenario is not the end and new smart studied steps taken or will be taken is a hope that Australian basketball in the years coming will be repositioned on top of the world with help of everyone. Many successful stories are motivational initiative for us to increase the work and love to the game and raise high the name of Australia in basketball world as it is for s swimming world. Talking about this topic and trying to link it as much as I can to the theory undertaken has motivated me to read and learn more about marketing because it helps me see and overall view of what’s really happening behind the scene to every single successful product or service. My vision and thinking is different, and I love it, I look at products differently now, I respect the marketing world more now. Real examples are very important to me and I am amazed how theory is effective and efficient to find a solution. At the same time I have a concern about how much important is ethical social responsibility for everyone, and how much companies care about the safety of its consumers. I believe that there should be marketing for the code of ethics available internally within the companies and externally by the specialised government bodies, and especially those ones that help protect children as for example the “Advertising to children code published by the Australian Association of National Advertisers (AANA). Governments should account publicly abusive marketing and increase its effort to enforce the law. In addition marketers should be aware that both company and consumers’ interest are closely equally important.…...

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