The National Football League Marketing Plan
Executive Summary
The NFL, which is the abbreviation of the term National Football League is a sports institution t that is composed of 32 teams of football. The league comprises of two conferences, the National Football Conference and the American Football conference with every conference comprising of 16 teams. At the climax of every season, the top 6 best teams from every conference play against their opponents from the two meetings in the playoffs. Ultimately, in the Super Bowl, the considered best team has taken from every conference will then play one final concluding game to decide who the best team is.
The NFL Sunday travel document permits fans with the aptitude to watch their preferred teams playing in the NFL league, not considering their place of dwelling. In the last few years, you had no option but to watch any game in the NFL that were shown at present in your market, and you would have to pray and wish that your most preferred team was involved in the games. But with the NFL Sunday coupon streaming service, this matter is no more into existence. The NFL Sunday Voucher also assists the fans with the capability to rewind and pause live playing games together with taking the game on the go and stream in their smartphones.
Purpose of the Marketing Plan
My main objective and intention of conducting this marketing plan are to lower the cost of the NFL Sunday coupon because the service of NFL’s streaming is the most expensive by a broad and decent gap out of the four main sports. My marketing plan intends to achieve this objective, to reduce the subscription service price and ensure that it is affordable even to average client as the other services offered by the league. The cost of NFL Sunday permits has contributed to a significant role in individuals not willing to pay for the service and as well get tired of subscribing 75 dollars every month after doing a one week trial. Providing a solution to this matter is another ambition of my marketing plan.
The Current Position of the Organization
Concerning Kaelen Jones, an individual who writes for Sports, demonstrated the saw of the NFL, and it was recorded to be a 5% increase in ratings in 2018 from the year 2017. In the year 2018, 45 of the well-known 50 broadcast on TV was possessed by the NFL. Again in the year 2019, the ratings increased by approximately 5%, rounding up to roughly 16 million viewers according to Nielsen data. Without a doubt, this indicates that despite how or what individuals think of NFL or their players as well, they still progress to be desired by the public, and the interest to watch their games rises.
The Organization’s Mission Statement
The NFL institution’s mission statement is, “We are all football stewards. We unite individuals and motivate societies in the games’ joy by offering the most thrilling entertainment and sports experience in the world.” This organization’s mission statement affirms that football encourages unity among individuals and communities by generating joy and motivation throughout the football game. Since my goal of the marketing plan is to reduce the cost of the NFL Sunday coupon, it will permit as many individuals and communities as possible to experience what the mission statement of the firm is stating.
The SWOT Analysis of the NFL Organization
Strengths
Revenue – this is one of the strengths of the company, every passing year, the NFL organization has tremendously progressed to increase their revenue and viewers by billions and millions correspondingly. Every team in the league has strong and loyal fans; this is apparent through the attendance of the game, which is roughly 50,000 persons each game. The Super Bowl of 2017 recorded the highest turnout with 111.3 million; it was the most-watched occasion of the year. This strength contributes to substantial revenue to the firm through tickets sale, media involvement, fan events, and advertising. The firm has also partnered with some higher sponsors in the market, such as Gatorade, Papa Johns, and Visa. These organizations permit every institution to endorse its brand name, whereas raising the NFL’s get in touch with its audience.
Weaknesses
With the increase of fan and social media engagement, the players of the NFL are beneath more public examination continually. This as well contributes to the coverage of social media. Such instances include involvement of criminal measures such as high chances of dangerous game-play, coverage of press conferences, DUIs, and domestic violence. Negative attention of the press distracts players and the firm from paying attention to their real objectives. Every year, the NFL experiences inevitable injuries. This has a ripple impact on fans, the institution, and the teams. It becomes worse when a player of Pro Bowl gets injured. For instance, the year 2018 Odell Beckham (Giant WR), JJ Watt (Houston DE), and Aaron Rodgers (Green Bay QB) got injured very early in the season. This influenced the season from progressing in terms of fan support, playoff contention, and revenue earnings.
Opportunities
Ever since the year 2007, the NFL firm has enlarged its brand name worldwide to raise its possible fan increase. The NFL games of the year 2019 took place in London. Their main objective was to generate desire in not only American Football sport but the NFL in particular. The NFL Play 60 program commenced in the year 2007 as a technique to involve young adults in fitness and health by being active every hour a day. Since the youths are the future players raising their desire in fitness, mainly football related is crucial. Currently, there exist steady policy changes to make sure the player remains safe on the ground as research on medical is updated and made available. Several examples include more reliable tackling methods and concussion procedures.
Threats
With the presence of other professional leagues of football, there is stiff competition from the Major Soccer League, National Hockey League, National Basketball Organization, and Major Baseball League. The seasons in NFL are played from late August to early February, which also a time-span for most of the league is occurring. These results to viewers having choices on what league to watch, thus leading to the competition of sales of tickets and rate of viewing. Currently that the NFL has enlarged its program to Monday, Thursday, and Sunday night football, race increases between its application and the weekly TV programs, again making viewers decide what to view. Additionally, Monday Night Football and Monday Night Raw are aggressively competing for viewership during the NFL season. With current controversy experienced by the NFL concerning the matter of its National Anthem, the NFL has encountered repercussions from the government, media, owners, and fans. As a result of diverse opinions, it is impossible to make each individual happy in this issue of social justice. This issue as well as influences the players due to different views in the locker rooms hence affects their cohesiveness on the playground.
Market Segmentation of NFL
This refers to the process of market division of potential clients into diverse groups based on distinct characteristics. The groups generated comprises of customers who will respond the same to the strategies of marketing who share characteristics such as locations, requirements, and same interests. The four main types of market segmentation include geographic segmentation, behavioral, psychographic, and demographic segmentation.
Demographic Segmentation
This is a market segmentation technique based on characteristics such as income, gender, age, etc. From the perspective of demographic segmentation, men are leading in watching than women; within the United States, approximately the three quarters are NFL fans. This difference becomes specifically acute for games watching and streaming; similar patterns are also repeated all over the world. The figure below indicates the gender distribution of fans.
In terms of age, those likely to be fans range from 25-35 years, while 16-24 showing the least figures in any age group (58%). This is very different because we know the ages between16-25 are most likely to stream games and least likely to use the TV. But we see the case here is the opposite. See the figure below.
Based on wealth or income, the likelihood of being a fan of the NFL is directly proportioned with the income-earning levels. Since the impact of clients in terms of wealth is directly proportional, I would propose that the firm ought to reduce the price of their ticket to win significant figures of clients.
Geographic Segmentation
Refers to a general strategy when you serve clients in a specific area, or realize that customers have diverse preferences associated with where they are situated. It entails grouping clients by city, region, state, or neighborhood. Within the United States, approximately two-thirds of adults refer to themselves as fans of the NFL. Research has been conducted and reflects that 38% of the countries in the world have a good figure that claims to be NFL fans. There are roughly four times as many fans of the NFL in the rest of the countries in the world as there are in the United States. The figure below clearly indicates.
From the above figure, we can see that China and India also have a good number of NFL fans. Notably, we can see that most of the fans watch from their TVs, but in China, most fans watch from the internet as compared to other countries in the world. Therefore, I would suggest that the firm tries its best to reduce the cost of streaming services to lure more clients into their products.
Behavioral Segmentation
This segment divides the market into diverse groups characterized by customer attitude, rate of loyalty, rate of utilizing, the status of client, occasions, etc. Customers’ perspective goes hand in hand with the brand quality while the brand quality influences the price. Clients want the best brands at affordable prices, and their patterns of purchasing determine services and products they are likely to purchase.
NFL fans do not limit themselves in just watching American Football; most of them are as well fans of NBA, MLB, and Olympics. Others are interested in several things, such as films, food, and music. It is the role of the firm to find out the interests of their clients to try and capture them from their interests to turn them to watching football. The figure below shows other behaviors of NFL fans.
As we can see from the figure above, most NFL fans spend their time on the internet, so the firm needs to improve their online services in terms of quality, price, etc. to capture more customers and extended viewing.
Psychographic Segmentation
It is also referred to as lifestyle segmentation; it mainly targets clients’ interests and hobbies. This strategy of segmentation specializes in the most functional markets, where recognition of a brand, quality, and attractiveness is more crucial than the price. In this segmentation, the firm requires to find the highest concentration clusters of fans that are receptive to a particular campaign. Marketers of the organization are more likely to locate this higher concentration of firms in places such as college football, the NFL fan bases, and the PGA Tour. I would suggest that the firm invests in locating these kinds of customers because they are considered loyal. They are as well known as alumni who would want to see the firm succeed.
Marketing Management Process
Product
In terms of product the NFL is doing better, the NFL Sunday permit provides fans with the aptitude to stream games, rewind, and pause the ongoing games too. The feature offers a replay of already played sports as well as Super Bowls and a robust version of each game and a version of coach’s film, which permits a fan to watch the game as an NFL coach would watch. Whereas other leagues provide the same service of streaming their games live and past, they do not offer a stable version of already played games or the film of coaches version for their fans. This exceptional service acts as an exclusive product offered by the firm, thus providing revenue and increased the number of viewers. Though the cost of streaming in the NFL is a bit high than other services of streaming, they offer more features as compared to them. This feature also acts as a competitive advantage. Additionally, I would suggest that the firm should provide an unusual or cheaper price for college students because this is where they can acquire a large number of viewers. Yet, they do not have enough money in their pockets.
Price
The other leagues offer their streaming services in which their prices are still different. At present, the NFL Sunday coupon costs $99 per month or $395.98 for the entire season. If compared to the prices of other leagues, it is the expensive one. For the NBA, NHL, and MLB.TV is approximately $350, $320, and $269 for the entire season. Though it is expensive, the firm offers unique features that are exceptional from other leagues that act as their competitive advantage.
Above is the NFL permit price as from 2006 to 2019
Based on my examination regarding the comparison of NFL with other leagues of sport and what they provide, my intention is to lower the cost of the Sunday ticket from $395 to around $350 for the whole season. This decision, if implemented, will ensure that the NFL prices are almost similar to other leagues and yet have the advantage of the exceptional service they provide. The idea of the ticket has been successful and well-doing to the firm, but many individuals still complain about the placed high prices. Reducing the ticket price will indicate a loyalty to the customers by showing that the firm listens, value, and care for their clients. It does not mean that the lowering of the ticket price will reduce the revenues but increase it because it will attract many members due to low prices.
Place
For better analysis, we have to compare the firm with its close competitors; all other leagues provide streaming service of 1080p video quality, watch past highlights and games, rewind, and pause live games. But none permits you to watch live games that are nationally televised. Another essential thing to consider is the actual stadium; the present stadiums are modern in terms of architecture and design. I think the most beautiful stadium is the stadium in Minnesota in the United States. The stadium has walls made of glass and added quality by point of Viking ships.
The place is fancy, the firm should ensure that it provides their client with something to as a further action as they are watching. For instance, the bar, though not high, is the right place. I f you dwell in a town that isn’t your team, then a bar is a great place to do the watching. Football is composed of three areas, the internet, couch, and the stadium. The blend of web and couch has brought members from the stadium back to their residences. Therefore, the NFL firm does not need to concentrate on places of consumption; instead, they should focus on drivers of change (the three areas of football).
Promotion
Everything has gone up to the internet as a result of technology, every form of promotion by any given firm is done through social media, but the difference is how, where, and when? The NFL has performed an abysmal job in promoting the firm to its clients. The firm promotes itself through sponsorship, special occasions, social media, and commercials. The most current commercial form is through ODB and Eli commercial. The commercial technique applied was funny; the firm utilized a controversial player and an aging QB. From my analysis, the firm could have used individuals such as DeAndre Hopkins or Watson Deshaun or any other young folk as the game referred here is QB. The firm should also realize that when promoting, especially to those in the cities with no teams in the league, wishes to see the players who score the most. Whereas advertising to people living I the cities having clubs in the league, clients want to see their teams mostly.
Public Relations (People)
This is the state of the relationship between the firm and the public, how the public views the organization. We see that the NFL leaders have remained in the firm for an extended period, during the high peaks and lowest lows. An organization needs to have a test with different leaders to see their creativity and innovation. From my perspective, the firm requires leaders the like of Adam Silver, and they will see themselves at the next level. Their competitor –NBA implemented this idea, and they are successful. I will say that the draft of the NFL is crucial than that of the NBA, but the NFL requires a new leader to head. Ultimately, it is the players who are the soul and heart of the game. Every individual wishes to be like them, how they secure enough money as their prizes, and held in high standards by the public. The public understands that these players work hard, and they are not robots, therefore for the firm to succeed, the players must respect the standards the public holds at them.
Recommendations
Based on the complete market plan analysis I have conducted in this paper, I would like to recommend the following to the NFL firm.
- In general, players of the NFL are superbly healthy and fit with experiencing minimum risk and any other impediment related to football. On the other hand, given the temperament of football and risk associated with sports, the NFL has to employ qualified physicians equipped with therapeutic guidelines to lower the possible peril related to games.
- The most organization has kept changing their CEOs and has finally tasted success in the market; I would urge the officials of NFL to change their leaders and bring others to test their creativity and innovation and put them into practice.
- From the standing-point of prices, I would suggest the firm embrace technology and partnership reduce the cost of their online tickets. This will remove the barrier to entry of more customers to view online services.
- In terms of promotions, I would advise the organization to extend its adverts to reach the far end of the world and Middle America. Also, the advert should concentrate on the fantasy consumer, not the fantasy city customer with more options o entertainment.
Conclusion
Every problem is a gift—without problems, we would not grow.
References
Jones, K. (2019, January 2). NFL Television Ratings Rose 5% in 2018. Sports Illustrated
MISSION AND VALUES. (n.d.). Retrieved March 24, 2019, from
http://www.nfl.com/careers/values
Taylor, J. (2018, September 5). Football is here — and the NFL still doesn’t know what to do
about protests. Retrieved March 24, 2019, from https://www.nbcnews.com/news/us
news/football-here-NFL-still-does-t-know-what-do-about-n899646
Wheelwright, T. (2019, February 21). NHL Center Ice Review 2019 – How to Get All the Games
This Season. Retrieved April 14, 2019, from https://www.reviews.org/tv-service/nhlcenter-ice-review/
MLB.TV Out-of-Market Packages. (n.d.). Retrieved April 14, 2019, from
https://www.mlb.com/live-stream-games/subscribe
PlexusGroupe. (2014, June 01). NFL Sunday Ticket turns 20 today. Retrieved April 14, 2019,
from https://profootballtalk.nbcsports.com/2014/06/01/nfl-sunday-ticket-turns-20-today/
Kaplan, D. (2017). NFL revenue reaches $14B, fueled by media. Sports Business Journal.
Retrieved April 14, 2019, from
https://www.sportsbusinessdaily.com/Journal/Issues/2017/03/06/Leagues-and-
Governing-Bodies/NFL-revenue.aspx.
Joseph, A. (2018, October 28). NFL fans are furious over DirecTV raising the price for Sunday
Ticket. Retrieved April 28, 2019, from https://ftw.usatoday.com/2018/02/nfl-directvsunday-
ticket-package-price-reaction-red-zone-fans-ratings-cost
MLB.TV Out-of-Market Packages. (n.d.). Retrieved April 28, 2019, from
https://www.mlb.com/live-stream-games/subscribe
Powell, A. (2019, February 04). The cheapest way to watch NFL Sunday Ticket without
DirecTV. Retrieved April 28, 2019, from https://www.dailydot.com/upstream/nflsunday-
ticket-streaming/