Rubric-directions x
Buyer Behavior Case study
Rubric for Case Study 100 points
Content Organization- Complete, Clear and Concise-15 points
Is the content organized, does it have a logical flow?
Is the complete, clear and concise?
Is it business formatted? Is it original thought
Question # 1 40 points
Is it complete?
Does it have a good thought process?
Is the content relevant?
Did you do your own research is it cited
Question # 2 40 points
Is it complete?
Does it have a good thought process?
Is the content relevant?
Did you do additional research it is cited
Grammar and Spelling- 5 points
Is it mistake free?
One mistake you lose two (2) points Two mistakes you lose four (4) points More than two you lose seven (7) points
Final Case Study the NFL and it’s Women Fan Base, do they know them at all?
https://sports.yahoo.com/women-football-nfl-needs-get-right-keep-fans-025751531.html
Women the new face and fans of the NFL (National Football League). The NFL has long had the male population in hand, but growth had stagnated. They owned as much of the market as they could and now needed a new growth strategy. Enter women. Women represent 52% the US population and buy the majority of the NFL merchandise. Until recently it was for their family and not for themselves.
Many thought that the advent of Fantasy Football was likely to enhance the metrics for the NFL, but it did not. The NFL needed to find new advertisers and more men playing fantasy football wasn’t going to accomplish it. They needed to add a demographic that opened the market for advertisers they did not have. Again enter women. Of the 75M playing Fantasy Football 34% of them are women. I play and have been playing in an all-male league for eight years. The three teams with the largest female following are the Steelers, the Packers, and the New England Patriots. Fifty percent of American women consider themselves football fans versus 69% of American men according to a study of OSU. (https://onlinemasters.ohio.edu/blog/women- and-football-popularity-on-the-rise/). Yet the NFL took a number of missteps.
http://www.cbsnews.com/news/women-find-their-footing-in-football-fantasy-leagues/
Perception was that women had no interest in football and the sacred Sunday was not a day they were willing to give up. The NFL was not to be denied and began the assault. First they supported women’s causes Breast Cancer
and Spousal Abuse. They encourage women to attend games, as a family affair. Next they offered women’s apparel. Prior to this women had to buy men’s shirts not designed for a women’s body. Now there are stores designed with women in mind, owner and players’ wives helped design and now model the clothes and NFL female
clothing is growing by double digits. The NFL got new advertisers and a new untapped market.
Enter Ray Rice, Adian Peterson and Greg Hardy and others. Ray Rice knocks out his then fiancé in an elevator and drags her out unconscious. Adian Peterson hits his son with a switch and leaves bruises and Greg Hardy is found guilty of four incidents of domestic violence on his girlfriend. Consider this article by Forbes from Dec of 2018: https://www.forbes.com/sites/terencemoore/2018/12/01/nfl-still-clueless-involving-players- abusing-women/#65e04d3c503a
Consider the information in the case, do your own research on this topic and watch the videos. Consider gender, age and group buying, perception and bias and apply it to the following three questions.
2.) Read the statics below and based on any one statistic or buyer behavior give the NFL a recommendation to increase women as NFL participants, select a stat that is telling, not all of
The NFL meters out punishment and immediately comes under scrutiny for not taking these incidents seriously enough. Many believe this new found interest in the above featured events is the desire to keep the women they finally have acquired in the NFL fold.
Along comes the Red Movement
http://www.buccaneers.com/RED/index.html launched by the Bucs (An NFL team in Florida). Hailed as a condescending view of the female fan it seeks to “educate” women about the game. Women were insulted, highly insulted. Most are moms who attend more peewee and school football games than their counterpart parent. I would like to say I was surprised, but I wasn’t,” says Kusnierek, an anchor for Comcast SportsNet New England. “It is disappointing to know that even in 2015 the perception is that women aren’t really interested in the game itself and [are] instead concerned with how good we can look while serving up tasty tailgate treats.”
The Buccaneers’ tone-deaf misstep comes at a critical time for the NFL, an organization still reeling from a domestic-violence scandal that led many to question its attitude toward women. Female fans now compose about 45 percent of the NFL’s 150 million-strong fan base, as well as a third of its television audience, according to a league-endorsed study in 2013. With the NFL less than five weeks away from the kickoff of its 2015 season, its teams need to connect with women in an authentic way for the league to have any chance of meeting its goal of $25 billion in annual revenue by 2027 . NFL’s Female Fan Base: Buccaneers ‘RED’ Women’s Movement Alienated Crucial Demographic By Thomas Barrabi
1.) After watching/reading about the Buccaneers “red movement” what perceptions of women did the NFL have in 2015? Was the perception accurate? If you were the business manager for the NFL what perception would you support? Give the NFL advice on the behavior of women, consider group, perception, attitude and self-image.
them are. Tie your recommendation to any buyer behavior we have studied this semester. Be
Specific.
3.) What interesting information, that adds to this case, did your research show?
WOMEN AND SPORTS
· 44% of NFL TV viewers are women, up from 34% in 2011
· More women watch the Super Bowl than the Oscars – 46% of the viewers for that game are women, up from
14% in 2002
· The NFL reports that spending on women’s apparel has risen 76% since 2010
· Products that are made specifically for women make up 17% of sports apparel, whereas eight years ago it
was close to zero
(Source: Lab42 Research study, 2013)
Of the NFL’s 185 million fans, 45% are women
· Half of all NFL fans classify themselves as “avid”, and one-third of those fans are women
· Slightly more women than men classify themselves as “casual” fans of the NFL
(Source: Businessweek, September 2013)
· Women spent 80% of all sport apparel dollars and controlled 60% of all money spent on men’s clothing**
· Women comprise about one-third (34%) of the adult audience for ESPN sport event programs***
· In
older
groups, women make up a larger percentage of the audience:***
° 31% are women 18-34 ° 32 % are women 35-54 ° 40% are women 55+
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