Mn319 presentation

MN319Market ReviewSports Industry

TEAM: ‘The Special Ones’

Introduction

Research area – Sports industry

Selected brands:•Nike•Adidas•Puma•Reebok•O’Neills

•Information was reported based on:•Website reviews•Social media Reviews•Mobile Reviews

Market OverviewMarket size: The sports industry has a yearly growth of 4%, and the American sports industry is worth $422 billion alone!

Trends: Online stores, sports team sponsorship, online customization tools, and ambush marketing at events such as the Olympics for example.

Key players: Nike, Adidas, Puma, Reebok, Umbro, Quicksilver, Under armour, and many more..

Website ReviewNike – impressive layout, ability to customize you own goods, informative.

Adidas – Well laid out categories, ability to customize searches to user needs Eg. By lowest price or newest items in stock.

Puma - Clear and colourful layout, wide range of items, however no customization tool for creating goods to meet your personal needs and tastes.

Reebok – Wide range of products available for purchase on website store, has also implemented a highly successful customization tool with over 3 million unique designs being created, Overall lacking in information and layout is poorest of all brands looked at.

O’Neills – User friendly website with a clear and concise layout, Unlike competitors O’Neills supplies GAA goods through its website highlighting diversity, Differentiation is also shown as users can create their own kit.

Adidas website

O’Neills website

Social Media ReviewO’Neills ranked best in regards to customer service, as they communicated with fans and answered queries on both Facebook and Twitter

All 5 brands gathered most attention by posting photos of the latest items, campaigns, or sports personalities.

Puma used their Facebook page strategically to get information about their fans by posting a survey with the promise of one lucky participant winning a prize.

O’Neills ranked best on Facebook as a result of their constant status updates, keeping fans informed on the latest news.

Despite ranking best on Facebook, O’Neills is behind its competitors on Twitter in regards to tweeting, number of retweets, and the number of fans.

O’Neills twitter page

Mobile ReviewThe mobile websites of all the sports brands we looked at were impressive, and they received high ratings when we tested them on ‘Howtogomo’

However, the Reebok mobile site ranked poorly in comparison to its competitors because:

•It was not thumb friendly•The screen had to be pinched/ zoomed in order to read information•And the site had a slow loading time of over 25 seconds.

Mobile Review

In contrast, Irish sports brand O’Neills ranked highly with a score of 5/6 because text was visible, images appeared properly, and navigation was easy.

Boss Metrics Review FacebookName Fans Talking

aboutPTAT/Fans %

Average post/ day

Average likes/ post

Average commentspost/

Nike 12,735,279 69,695 0.5% 0.2 3285.8 274.4

Adidas 13,332,559 144,793 1.1% 0.62 3623.5 131.9

Puma 9,265,799 49,591 0.5% 1.9 1562.7 27.4

Reebok 2,003,262 25,924 1.3% 0.62 264.6 17

O’Neills 62,080 205 0.3% 3.2 17 1.9

Report PromotionEach team member promoted our research report by:

•Posting in our blogs

•Creating a Youtube video

•Using our social network accounts

Conclusion

What we learnt:1. How social media pages like Facebook and Twitter can

be used to promote products and ideas.

2. That posting photos on social media is the easiest way to get fans to share and discuss content.

3. How important it is to regurly update social media sites. (3 times or more is recommended a day.

4. The importance of having a well laid out, and visually pleasing website.

‘The Special Ones’

John Curran – 11420548Dora Curley – 11430468John Copas – 11332846

Tadhg Berkery - 11512287