The purpose of this report is to analyze the Segmenting, targeting and positioning strategy of environmental goods in sporting events. National Football League (NFL) is trained American league comprising of 32 teams. The National Football League is scheduled from September to December. An analysis has been provided on eco-friendly recycled shirts for retail purchase, wholesale purchase and other apparels. Recycled plastic shirts are an affordable form of clothing (Hopkins, 2011). The textile business models allow flexibility on traditional sales through different channels. The present consumers have been presented with sustainable consumption options.
The National Football League was established in the year 1920; it merged with the American Football League in the year 1966. One of the most popular sporting events in the United States and the most watched entertainment game on television. The first president of the National Football League was Jim Thorpe. Jim is an American athlete who also was a player in this game. The league started in the year 1920 and encompasses five teams, namely-Canton Bull Dogs, Columbus Panhandlers, Cleveland Tigers, Akron Pros and Dayton Triangles (Finger, 2017). The National Football league had football teams from Illinois. These were namely- Decatur Staley, Chicago Tigers, Rock Islands and Racine Triangles. Two teams were composed from Indiana- Muncie Flyers and Hammond Pros and 2 teams from New York- Rochester Jefferson, Buffalo- Americans) and last was Detroit Heralds belongs to Michigan.
The National Football League was able to survive despite of competition and instability and becomes the strongest Professional Football League Team. The biggest challenge for the American football League was in the year 1960, where National Football League and American Football League completed the merger in the year 1970. The National Football League has formed 25 team member circuit under its name of old NFL. The National Football League has expanded 4 times and has added 6 new franchisee to its credentials. The National Football League season starts with an annual twelve team players and leading to a Super Bowl game. The NFL has created dual mission- “Caring for own” and Caring for the Kids” (Kelly, 2006). NFL alumni work for all the existing players and engage them to service towards the community, through raising funds.
NFL members have been organized into the forms of different chapters and its fundraising efforts are outstanding. The National Football League coaches and alumni provide a unique experience to the players and families. In order to enhance associations with present and existing players at different regional levels, the NFL has trained sixteen NFL coaches and has been providing guidance as required, to families, transition and crisis. The National Football League tickets are easily sold off. The youngsters show massive interest in attending the tournament. The masses can purchase the football league day tournament tickets at US$ 100 TO US$130. There are no approximate reports on the number of persons attending the event, but more than 50,000 people attend the football league (Fitzgerald and Jensen, 2018).
The Walter NFLMAN Payton of the year award has been presented nationwide and established in the year 1970. This award recognizes the players for their outstanding excellence and it is one of the prestigious awards. Every team is required to nominate one player who would win the national award. The NFL players association honors veterans and military members and families offer salute campaigns. These efforts end in November along with special games and events, honoring the players and family members, active members and veterans. The National Football League and club associates work together for the tragedy assistance programs and provide support to the armed forces. As a salute to the tournament and service games, NFL has hosted the sixteen military family through TAPS (Biber, 2015).
Market Segmentation
A key description on the different age profiles of the National Football League lies under 14 to 70. Professional sports is emerging as a lucrative business and provides a plethora of sports opportunities for the sports persons. Since, the evolution of nature, football is loved by men only. The market segmentation can be done easily- people of different age groups, youngsters between the age group of 7 to 70. The NFL is responding to the challenges in an effective way. The first step is to identify the existing fans and potential fans of the tournament. Market Segmentation involves segmenting the group of customers and potential customers into a target base.
This is achieved by identification of different characteristics (McHale et al., 2017). The teams and associates need to comprehend the unique traits of the patrons and get associated with it. More than 70 percent of the National Football League respondents working together have identified CRM as a key component for daily use. This study elaborates on the topic of segment focused marketing. The teams no longer see the fans as a potential audience for the game, but focus on specific products, key people, corporate persons and other leaders of the industry (Matava et al., 2012).
The key persons of NFL effectively focus on the segment profile. One of the methodologies for accomplishing success is to identify the separate segments for product marketing. This will create better mail campaign programs and high closing rates. The NFL alumni have been working to increase the seat sales and provide an outstanding experience to the customers. Segment profiles help NFL to take better decisions and pursue saving money schemes, above-average efficiency rate. The unique marketing associations are aimed at identification of unique traits and characteristics of current buyers. The utilization of the same information for segmenting the customer profiles and formulating the marketing efforts (Davies and Dunbar, 2015).
The NFL interactive marketing efforts are aimed at learning the possible outcomes on an audience behavior. Creation of a new database structure for modeling the new leads through that information. Database segmentation benefits sponsorship teams and offer opportunities to potential partners. The association partners create win-win situation for both the teams. Leveraging the existing asset and tapping into new categories is possible through the interactive marketing schemes of the NFL. The National Football League receives the increased revenue and more companies are associated with it. This has a direct access to customer subset.
The members of the military target customer segments. This is achieved through innovation and technology companies and get opportunity to involve with military focused categories. The National Football League has opened new categories for sponsorships and companies are effectively relevant to a given market segment. The NFL delivers new players with associations to alumni and provide training. Market segmentation enables NFL to operate more effectively and tap new opportunities. The National Football League efforts are aimed at increasing the revenue. Market Segmentation is the cost-effective way of identification of assets and increasing the existing customer base within the environment. The National Football League understands the power of target segment (Einolf, 2004).
Analysis of Market Factors
The general market has been divided into three segments-Demographic, Psychographic and Behavioral. NFL games are exhibition matches that are evaluated by teams and coaches (Geey, 2012).
Three consumer segments identified are:-
Professional sport coaches are able to operate as a monopoly and control the elite caliber players within the team. This has been made achievable through the merger and entrant of new players into the team. The sport is completely transformed as perceived by the young generation today. The monopolistic power or financial viability of a sports team like the NFL is hugely managed through the independent organizations. This is mainly due to the perceived changes in the league product and the associated groups which are purchasing it.
Professional sports are less a game and more a commoditized version. This is a recreational entertainment activity overruled by the global entertainment marketplace. Sports are becoming less delocalized and this is visible in football. However, the fans follow the soccer teams with vibrant colors. Due to the technological advances, the different audience groups can view their favorite Manchester United and exploit the process of delocalization completely.
Target Market identified here is Football audience under the age group of 70.
The key message selected for Football audience under the age group of 70 is-
“Competing with a high school or college player is easy, be a winner”.
|
Segment |
Key Messages |
Resonates to Target Market |
|
Psychographic |
Don’t swallow the defeat, team playing is a must |
The team players must not adhere to contemporary practices and evolve into a new model towards sports. |
|
Behavioural |
Work hard, demand respect and play football |
A team player must play with dignity and respect and knock the opportunity. |
|
Demographic |
Pride and Passion meet with a successful game |
The NFL is a lucrative operation wherein the football audience is largely attracted by the passionate soccer team players. |
Table 1: Key Messages and Target Market Relation
Apparel Composed of Recycled Materials
Plastic bottles and polyester are recycled to manufacture the cotton fabric jersey. Consumers can make customized shirts on a wholesale. Recycled plastic shirts are available in a variety of options. Textile Recycling is a procedure of reprocessing the used cloths, clothing scraps and fibrous material through the manufacturing process. Textiles in the solid waste are discarded clothing and different sources include the carpets, furniture, footwear and non-durable goods like towels and sheets. Pure clothing is made through 100 percent recycled materials (Bairagi, 2018).
More than 50 percent of the fiber content is viable apparel which comprises of cotton scraps of textile and commercial apparel. The half of the fabric comes through plastic bottles, which are recycled in polyester fiber. Cotton recycling can prevent unrequired wastage and sustainable disposal. Recycled cotton comes through the old and used garments or textile leftovers, those are spun into new fabric (Zamani, Svanström, Peters & Rydberg, 2014).
There is huge momentum in the fashion industry to align the sustainable fashion with the recycled fabric. The fashion designers use the old pieces and make a new apparel. India and Japan are two countries those are inventing recycling techniques and fashion trends. The celebrities walking the red carpet can imagine to wear the little blue or black dress through re-cutting and dying.
The Gala dress could be made from recycled plastic and up-cycling textiles is definitely into the trend (Mohamed Ed, 2014). The common public has a strong inclination towards the fashion apparels. This requires an in-depth understanding of the supply value chain. Fiber is a building block of this supply value chain and must be understood to provide sustainable efforts to public. Fashion systems are elaborating new opportunities for the commoners. Fashion businesses need to adopt the cotton recycling as a sustainable alternative to disposal of different items (Chauhan and Kaith, 2012).
The new picture of recycled t-shirts and apparels is the fashion system is a daunting task. Today’s apparels cannot be reproduced in garments. The present scenario requires innovations, massive investments in global recycling industry. The apparel recycling industry must be based on two principles- clean and good. The textile business revolves around a circular economy and there are potentials to collaborate with regenerative textile systems. There must exist a clear and innovative vision of apparel recycling industry to achieve a necessary system that can benefit the society at large (Botticello, 2012). Re-imagination of how the apparel recycling industry can be re-designed.
This may happen through the innovative change which requires innovative culture. The circular textile system is undergoing the collaborative transition system. The present textile system is under investigation and textile opportunities are being commercialized. The current environment system has failed the competitive collaboration that exists between producers and brands. The biggest step towards a transition system is the industrialization of apparels (Ranganathan, Karunagaran and Sharma, 2007). The industrialization must engage consumer interaction that can illuminate consumer opportunities. The companies must understand and practice the circularity. Sustainability and corporate social responsibility are two major areas which must be emphasized (Serra et al., 2018).
India’s total apparel and textile industry are estimated to be 100 billion dollars and this is expected to grow by seven percent CAGR in next 7 upcoming years. India occupies five percent of global shares in the market and the revenue generated by the apparel industry is expected to double by 2020. Additional investments will be requires in the textile value chain and government needs to come forward for providing policy support. Indian apparel and textile industry is facing massive challenges with respect to an international market (Sas et al., 2018).
Apparels are a fundamental part of daily life and clothes are an expression of personality. More than 200 million people are working daily towards the production of cotton clothes. In the past 10 years, the production of recycled clothes was almost double. The middle class and upper class population is massively attracted towards the recycled and cotton clothes. The major reason behind fashion phenomenon is due to lower prices. The present system of producing apparel system operates in a linear way. Non-renewable materials are utilized for the extraction of clothes. The natural environment gets degraded and polluted and there are significant negative impacts on the society.
The Indian economy needs to identify the costs associated with the clothes disposal. The recycling comprises of pouring into low value applications like mattresses, wiping clothes and others. There are few countries which do not have physical infrastructure of their own for collection purposes. The present industry is highly reliable on non-renewable resources (Esteve-Turrillas and de la Guardia, 2017). Fertilizers are used for the production of cotton, oil is used for the production of synthetic fibers and chemicals are used for producing the finish fibers.
The industry has direct impacts on the factory workers, farmers and surroundings. The present textile industry has identified that plastic enters into the ocean and this is the major root cause behind negative environmental health. Plastic microfibers are shed during the washing of polyester and nylon. The industry is imposed by time pressures and high cost. Local communities largely benefit through the employment opportunities in the textile industry (Schoeberl et al., 2005).
Demand for apparels is largely growing due to emerging markets. The present trend represents the million tons of plastic microfiber, which will enter the ocean by 2030 is tripped the amount of present and this will be utilized for producing garments. However, the manufacturers need to understand the negative impacts of risks and disasters that leads to massive over-consumption and business are challenged to find the new and systematic solutions. The industry needs to adopt the short term approaches to remain on its current path and double the revenue.
The apparel industry and customers must be educated regarding the environmental and societal impacts. The present apparel system needs to use more effective production techniques which are into relevance with cloth utilization and recycling of the products. The apparel industry must be aligned with circular economy. The present industry must be regenerative and recuperative through manufacturing design and provide advantages to society, customers and the environment at large. This is a new apparel industry where the fibers and fabric are re-utilized and can provide high-quality garments. The present circular system must be distributed by manufacturing design and providing value to all the enterprises of different sizes (Huang et al., 2017).
The market segmentation of recycled apparels and shirts has been done for the people falling in the age groups of 12 to 75. The classification is also based on the different income groups. The apparel industry needs to understand the likes and dislikes, cultural values, heritage and passions of the customer. The primary reasons behind the growth of Indian apparel industry is the presence of the workforce, which is ready to work at low wages. The Indian consumer is highly influenced through the big brands (Baydar, Ciliz and Mammadov, 2015). Today’s customer has a high income which propagates a principle of brand loyalty and brand consciousness.
Income rates are growing in double digits and India is a high cost destination. The country is facing demographic and behavioral changes in the apparel industry. Branding communication is an essential part of the business and fashion ambassadors effectively voice out the messages in the form of recycled clothes. Today, people are living in an era of ethical fashion and wonderful fabrics. Most of the entrepreneurs are young generation and have a strong passion towards recycling suits and shirts. The pricing and marketing channels are two important key factors which determine the market segments for the recycled apparels and T-shirts. The apparel industry needs to have a clear vision about the customer vision (Kanthi and Kumar, 2012).
Market segmentation involves traditional measures which reduces the negative consequences of the present linear system. This requires shifting to a new system which requires incremental enhancements. The target market in an urban market gain increased attention and requires an approach for overcoming the systematic issues. A numerous interviews with small and young groups of academicians and collectors reveal people show a high tendency to purchase the recycled T-shirts (Corniani, 2005). Transforming oneself requires a great deal of efforts and compelling rationale. The identification of present circular model existing within the textile and apparel industry, with high rates of recycled apparel utilization is a major cause behind the potential outcomes. The manufacturers and producers need to have a positive approach towards the circular economic system (Kanthi and Kumar, 2012).
Alignment of target market with changing consumer preferences and needs. The market segmentation is also a step to identify the different elements existing within a system. The present market is presented with complementary products and an opportunity to deliver the societal benefits. However, the manufacturers and producers need to take small scale efforts for determining the target market for their products. Cotton clothing T-shirts are undergoing different experiments which have developed value chain business within the ecosystem.
The extent of activities in an apparel industry has shown an increase in the ability of stakeholder to address the issues. There are certain commitments that will be required to be made by the industry experts and leaders and these include-major brands. The brand commitment is an important step which concrete collaborative partnership towards the positive visions that can take a step towards the circular system. The textile and apparel industry have a certain vision and require certain efforts to be made by the industry leaders. Demonstration of a vision is pre-competitive and stakeholders need to test new models and provide evidence for accomplishment of goals (Pandey, 2009).
Analysis of Market Factors
The high consumption of recycled apparels when compared to a brand is attributed to a demographic, behavioral and psychographic segment (Dhooge, 2016).
Three Consumer Segments-
Three consumer segments identified are-
Low or High- Recycle Apparel preference consumers-The Indian consumers show a higher tendency to buy the recycled apparel products and this can be highly attributed to low costs. The Recycled T-shirts and apparels are stylish in design. However, there are customers, which show low tendency to (a rough approximation is 5 to 10 percent) recycled apparels and this is attributed to the high income groups which are brand conscious. The customers which show a high tendency towards the recycled T-shirts and apparels usually prefer charity shops and unsold clothing. India is a sustainable economy which has adopted the disposable model. Indians have consumed more than 1 million of clothing in the past decade. The recycled apparel industry must adopt.
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