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The Springfield Nor'Easters

The Springfield Nor'easters minor league baseball team is seeking to maximize revenue to become profitable or break even. As the only other professional sports team in Springfield besides the departing ice hockey team, the Nor'easters aim to attract more casual fans given that 60% of Springfield residents say they are not baseball fans. To do so, the team will target families with children and focus on enhancing the entertainment experience at games through fan engagement and family-friendly activities. The team will also offer additional benefits to season ticket holders to incentivize that large commitment and boost revenue.

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203 views4 pages

The Springfield Nor'Easters

The Springfield Nor'easters minor league baseball team is seeking to maximize revenue to become profitable or break even. As the only other professional sports team in Springfield besides the departing ice hockey team, the Nor'easters aim to attract more casual fans given that 60% of Springfield residents say they are not baseball fans. To do so, the team will target families with children and focus on enhancing the entertainment experience at games through fan engagement and family-friendly activities. The team will also offer additional benefits to season ticket holders to incentivize that large commitment and boost revenue.

Uploaded by

Prativa Das
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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THE SPRINGFIELD NOR’EASTERS: MAXIMIZING

REVENUES IN THE MINOR LEAGUE


MM-II CASE STUDY, GROUP NO - 7
OVERVIEW

 Falcons, ice hockey team might be leaving the


Springfield.  Minor league Baseball team, Nor’easters
 Class A minor league team Nor’easters
 Springfield, Massachusetts:
 Only other professional sports team of city
 Population of 55k
 Marketing director: Larry Buckingham
 Median Income of $31k, below USA median
 Nor’easters home games: 38
 25% under poverty line
 Stadium capacity: 3600 seats
 60% households with children
 Profit Margin: 39%
 10% senior citizen
 25% live alone  60% people answered “NO” when asked if they are
Baseball fans
PROBLEM

 Putting together a pricing strategy that would enable Nor’easters to gain enough revenue to profit or breakeven
 Following things to be considered
 Target Market, how it will affect the attendance of die-hard and casual fans
 Pricing Strategy
 Positioning
 Distribution
 Marketing and Promotion Strategy
PROBLEM ANALYSIS

 Attracting people to attend games when 60% answered “no” to being a baseball fan on the survey means that the
entertainment level and benefits need to be a main focus to get casual fans more interested in the events.
 Attending a sporting event is more about the experience, not if the team wins or loses. To achieve better
entertainment, the target markets need to be reached.
 The two market segments are children and parents, considering they make up a quarter of Springfield’s
population, and the die-hard fans that would be interested in season tickets. To address the needs of the casual
fans, there needs to be more engagement between the crowd and the event, such as raffles and competitions. As
well as have more family-friendly opportunities.
 To increase the amount of season ticket holders there needs to be more benefits tacked on to incentivize
spending that much money and making that large of a commitment. Considering the needs of casual fans and die-
hard fans will increase the attendance and revenue during the first season of the Nor’easters baseball games.

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