Case Study: Prince Sports

Prince Sports is an international brand with a complete line of tennis products. They have their own racquets to more than fifty tennis strings to inventing the first over-sized tennis racquet. Prince is known to be ahead of the curve when it comes to innovating and marketing. Environmental forces have come a long way in the last fifty years. The sport of tennis has gained massive participation up to 43 percent. Thus, making tennis the fastest growing traditional individual sport in the world. Prince is happy to be there to meet the demands of these players by offering different types of racquets –performance, recreational, and junior. From the company spending a lot of time and money on market research, Prince offers tennis racquets and other tennis
The company heavily concentrates and uses social media/marketing internationally especially United States to target younger players. As the racquet product manager states in the video clip, the goal of their market research is to meet the needs of the consumers with the performance features of what they deliever for them. Prince also has ads in tennis publications where they can show all their products with details. They also develop advertising campaigns for online sites and broadcasting outlets.

Prince has heavily used social media, mass merchants, and broadcast outlets such as TV ads to to target recreational and junior players. Prince also has in-store activities to attract interested and potential tennis players as well as sponsoring local regions to the grand professional tournaments such as Wimbledon and the three Opens.
To gain distribution and sales in big merchant stores such as Wal mart and Target, Prince focuses on circular ads, advertising, wall spaces, and allocation in wall spaces. For smaller stores such as specialty sotores Prince will sponser local players and local events. Prince will also provide special independent custom displays and