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Marketing Essay

1584 words - 7 pages

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 ...view middle of the document...

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...

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