D-BAT Sports Value Offering
The Elements of the Firm’s Promotional Mix
A firm’s promotional mix is vital in reaching potential customers and expanding its customer base. According to Marshall & Johnston (2023), the main elements of a promotional mix include public relations, sales promotion, personal selling, advertising, and digital and social media marketing. Firms may combine the elements or focus on one element based on the availability of resources and competition levels. D-BAT Sports’ promotional mix includes sales promotion and digital and social media marketing. The company uses sales promotion to reach new customers and enhance brand awareness, leading to increased sales and market share. The main role of digital and social media marketing in D-BAT Sports’ promotion mix is to retain existing customers and reach new potential customers. The company uses customer stories to inform potential customers about its products and services and their benefits. The stories are shared across various social media platforms, including the company’s website, to advertise the company’s products and services. The company also shares photos of the training facilities on social media platforms to inform potential customers what to expect when they visit the facilities and draw their interest in visiting them and becoming members.
Push or Pull Promotional Strategy
Push and pull promotional strategies are used based on an organization’s marketing objectives. According to Marshall & Johnston (2023), push strategies focus on the distribution channel and getting the product or service into the channel. Some marketing channels that can be used in push promotional strategy include point-of-sale displays, broadcast spots, and email offers. Pull marketing strategies, on the other hand, focus on making changes to increase demand for a product or service directly from the end user. The main marketing approaches used in pull promotional strategy include consumer-directed sales promotion, advertising, interactive and direct marketing, and public relations. The most appropriate promotional strategy for D-BAT Sports is a combination of push and pull promotional strategy. Khanom (2023) argues that push promotional strategy enables businesses to focus on intermediaries that facilitate the delivery of products to the customers. Therefore, D-BAT Sports can use the push promotional strategy by using its franchises to facilitate the delivery of training services. D-BAT can also use its social media platforms in the push promotional strategy to share marketing content with potential and existing customers.
The Firm’s Use of Social Media Marketing
The rise of the digital age over the past decade has pushed many businesses to consider using social media marketing to reach more customers and expand their brand awareness. D-BAT Sports uses social media marketing to inform customers about the training programs offered in the training facilities (D-BAT Baseball & Softball Academies, 2022). The company posts photos of the training facilities on social media platforms and responds to questions the audience asks in the comment section. The company also uses social media platforms to share the contacts that interested parties can use to reach them and acquire more information about the training sessions in the franchises and the location of the franchises. D-BAT Sports’ social media marketing also includes sharing customer stories and testimonials on the company’s website to inform potential customers what to expect. Franchises are also advised to create social media platforms to advertise the training services and inform customers about their membership fees and additional offers such as discounts.
The Selected Approach to Advertising Execution
Advertising includes various approaches used to capture customer attention, influence customer behavior, and create brand awareness. According to Soti (2022), the main advertising approaches include persuasive and comparative advertising. Persuasive advertising focuses on persuading customers to embrace a specific viewpoint or take a specific action through persuasive arguments and appeals. Comparative advertising, on the other hand, involves directly comparing the products and services offered by a brand with those offered by competitors. D-BAT Sports’ approach to advertising execution includes persuasive advertising. The company focuses on persuading customers to embrace softball and training and seek training services in the training facilities by informing them that the training services in the franchise facilities are offered by experts (Upper Hand, 2024). The company also uses persuasive advertising to convince customers to become members by informing them of the benefits of their membership program, including access to other services within the training facilities.
The Organization’s Use of Sales Promotion
Effective marketing requires selecting a marketing strategy that enables the Organization or business to meet its marketing objectives. D-BAT Sports uses sales promotion to expand its market share and increase brand awareness. Dey (2022) argues that sales promotion adds to a product’s value proposition for a limited period to increase customer purchasing, sales effectiveness, and the sales force’s effort. D-BAT bundles its products to enhance the effectiveness of its sales promotion strategy. The bundling strategy enables the company to reach more customers and increase sales by increasing the value of the training services in the training facilities. For instance, giving membership to customers increases the value of the training services because members can access training services in the franchises’ training facilities and the equipment in the facility without incurring additional costs. Members can also schedule training sessions with the coaches, thus enhancing the value of the training services for customers who acquire membership because of increased flexibility in accessing training services.
References
Dey, S. (2022). The Effect of Sales Promotion Techniques on Consumer Purchase. IUJ Journal of Management, 10(2). https://doi.org/EOI: eoi.citefactor.org/10.11224/IUJ.10.02.14
D-BAT Baseball & Softball Academies. (2022). 3 reasons to consider private baseball instruction at D-Bat Sports. https://dbat.net/index.php/blog/231-the-double-play-4-ways-to-improve-your-success-rate
Khanom, M. T. (2023). Using social media marketing in the digital era: A necessity or a choice. International Journal of Research in Business and Social Science (2147- 4478), 12(3), 88–98. https://doi.org/10.20525/ijrbs.v12i3.2507
Marshall, G. W., & Johnston, M. W. (2023). Marketing management. McGraw Hill.
Soti, R. (2022). The impact of advertising on consumer behavior. World Journal of Advanced Research and Reviews, 14(3), 706–711. https://doi.org/10.30574/wjarr.2022.14.3.0577
Upper Hand. (2024, February 27). D-bat Newark gets off to a fast start with the upper hand – the upper hand. Upper Hand –. https://upperhand.com/customers/dbat-newark-customer-story/
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Question 
MARKETING MANAGEMENT INDIVIDUAL PROJECT (MMIP): COMMUNICATE THE VALUE OFFERING ASSIGNMENT INSTRUCTIONS
OVERVIEW
Each student must complete an individual marketing project. Your first task is to select a project topic. No two students will work on the same product/service. This must be an existing product, service, or organization.
D-BAT Sports Value Offering
INSTRUCTIONS
The same project topic must be used in all installments. Each project installment must include a title page that has the name of the project topic in it. Each of the five questions should be numbered and written out in its entirety in the pages that follow. The entire document (all five questions, combined, but not counting references) should be at least 600 words (12-point Times New Roman font, double-spaced), and include a separate references page. All content must show direct application to the topic and exclude definitions of terms and general explanations of generic marketing topics. The assignment should be submitted as a Microsoft Word document.
When completing an assignment for a given module, the student will assume the role of marketing manager for the selected organization. All student responses must be based on research. View the entire course textbook (all chapters) as a resource for the assignment, meaning it may be necessary to locate assignment-related material in chapters other than those corresponding to the module in which the assignment is located. While the effort has been made to ensure that all material necessary for assignment completion is found in the textbook, contact the instructor immediately if the information needed to complete the assignment cannot be located in the textbook. The instructor will then provide instructions on locating the required material. Quotes must be minimized and long quotes (40 words or more) avoided. Outside sources that can be cited include scholarly marketing journals (Journal of Marketing, Journal of Marketing Research, etc.), practitioner publications (Wall Street Journal, Ad Age, etc.), and the course textbook. Assignments must be submitted through Turnitin.