Harvard Case - Small-Market Teams and Big Stars: The Milwaukee Bucks and Giannis Antetokounmpo
"Small-Market Teams and Big Stars: The Milwaukee Bucks and Giannis Antetokounmpo" Harvard business case study is written by Anita Elberse, Melcolm Ruffin. It deals with the challenges in the field of Marketing. The case study is 27 page(s) long and it was first published on : Dec 1, 2019
At Fern Fort University, we recommend the Milwaukee Bucks adopt a multi-pronged strategy to leverage Giannis Antetokounmpo's star power, enhance brand visibility, and drive fan engagement. This strategy includes a comprehensive marketing plan focused on brand positioning, target market segmentation, and digital marketing initiatives, alongside product development and community engagement efforts.
2. Background
The Milwaukee Bucks, a small-market NBA team, have experienced a resurgence in success thanks to the emergence of Giannis Antetokounmpo, a generational talent. This case study explores the challenges and opportunities facing the Bucks as they navigate the complexities of managing a superstar's brand while building a sustainable franchise.
The main protagonists are:
- Giannis Antetokounmpo: A two-time NBA MVP and a global icon, representing a significant opportunity for the Bucks to increase brand awareness and fan engagement.
- The Milwaukee Bucks Organization: Facing the challenge of attracting and retaining fans in a small market while maximizing the value of their star player.
3. Analysis of the Case Study
This case study can be analyzed through the lens of Strategic Marketing Management and Brand Management frameworks.
Strategic Marketing Management Framework:
- SWOT Analysis:
- Strengths: Giannis Antetokounmpo's global appeal, strong team performance, a dedicated fanbase, and a growing regional market.
- Weaknesses: Small market size, limited media exposure compared to larger markets, potential for player turnover, and a relatively young fanbase.
- Opportunities: Expanding the Bucks' brand internationally, leveraging digital marketing channels, developing innovative fan experiences, and building partnerships with local businesses.
- Threats: Competition from larger markets, potential for player injuries, economic downturns, and evolving fan preferences.
Brand Management Framework:
- Brand Positioning: The Bucks need to clearly define their brand positioning to differentiate themselves from other NBA teams. Leveraging Giannis's unique personality and 'Greek Freak' persona can be a powerful tool for establishing a distinct identity.
- Target Market Segmentation: The Bucks should identify and target specific audience segments, including casual fans, hardcore fans, and international audiences. This requires understanding their needs, motivations, and consumption habits.
- Brand Equity: Building brand equity involves creating a strong emotional connection with fans, fostering a sense of community, and consistently delivering a positive fan experience.
4. Recommendations
Marketing Strategy:
- Brand Positioning: Position the Milwaukee Bucks as 'The Home of the Greek Freak,' emphasizing Giannis's unique talent, personality, and inspiring story. This positioning should resonate with both casual and hardcore fans, as well as international audiences.
- Target Market Segmentation:
- Core Fans: Focus on retaining and engaging existing fans through exclusive content, fan experiences, and community outreach programs.
- Casual Fans: Attract casual fans through accessible marketing campaigns, partnerships with local businesses, and engaging social media content.
- International Fans: Leverage Giannis's global appeal to expand the Bucks' reach internationally, using targeted marketing campaigns and social media platforms.
- Digital Marketing: Invest in a robust digital marketing strategy, focusing on:
- Social Media: Create engaging content across platforms like Twitter, Instagram, and Facebook, featuring Giannis and other players.
- Website: Enhance the team's website with interactive features, fan forums, and exclusive content.
- Mobile App: Develop a user-friendly mobile app with live scores, stats, and personalized content.
- E-commerce: Offer merchandise and tickets through an online store, leveraging Giannis's popularity to drive sales.
- Marketing Communications:
- Advertising Campaigns: Launch creative advertising campaigns that highlight Giannis's unique personality and the team's identity.
- Public Relations: Build strong relationships with local and national media outlets to generate positive coverage.
- Content Marketing: Create engaging content like behind-the-scenes videos, player profiles, and game highlights to attract and retain fans.
- Product Development:
- Merchandise: Develop a diverse range of merchandise featuring Giannis's image and the team's logo, including apparel, accessories, and collectibles.
- Fan Experiences: Offer unique fan experiences like meet-and-greets, courtside seats, and exclusive events.
- Community Engagement:
- Community Outreach: Support local charities and initiatives, leveraging Giannis's influence to promote positive social impact.
- Youth Programs: Develop youth basketball programs to inspire the next generation of fans and players.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: The recommendations align with the Bucks' mission to build a winning team, engage fans, and contribute to the community.
- External Customers and Internal Clients: The recommendations address the needs of various customer segments, including fans, sponsors, and media partners.
- Competitors: The recommendations aim to differentiate the Bucks from other NBA teams by leveraging Giannis's unique brand and focusing on digital marketing initiatives.
- Attractiveness: The recommendations have the potential to increase fan engagement, drive revenue, and enhance the Bucks' brand equity.
6. Conclusion
By implementing a comprehensive marketing strategy that leverages Giannis Antetokounmpo's star power, the Milwaukee Bucks can solidify their position as a competitive NBA team, attract new fans, and build a sustainable franchise. This strategy requires a commitment to innovation, digital marketing, and community engagement, all while maintaining a strong focus on brand positioning and target market segmentation.
7. Discussion
Alternative approaches could involve focusing solely on traditional marketing channels or relying heavily on athlete endorsements. However, these approaches may not be as effective in today's digital landscape and may not resonate with younger audiences.
The key assumptions underlying these recommendations include:
- Giannis Antetokounmpo will continue to be a successful player and a valuable asset to the Bucks organization.
- The NBA will continue to grow in popularity, providing opportunities for the Bucks to expand their fan base.
- The digital marketing landscape will continue to evolve, requiring the Bucks to adapt their strategies accordingly.
8. Next Steps
- Develop a detailed marketing plan: This plan should outline specific marketing objectives, target audiences, key messages, and budget allocations.
- Implement digital marketing initiatives: This includes creating engaging content, optimizing the team's website and mobile app, and building a strong social media presence.
- Launch advertising campaigns: Develop creative advertising campaigns that highlight Giannis's unique personality and the team's identity.
- Engage with the community: Support local charities and initiatives, and develop youth basketball programs.
- Monitor and evaluate results: Regularly track key performance indicators (KPIs) to measure the effectiveness of marketing campaigns and make adjustments as needed.
By taking these steps, the Milwaukee Bucks can capitalize on Giannis Antetokounmpo's star power and build a successful franchise for years to come.
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Case Description
In October 2019, National Basketball Association (NBA) team the Milwaukee Bucks are about to tip off their first home game in the 2019-2020 NBA season. Peter Feigin, president of the Milwaukee Bucks, and Jon Horst, the league's youngest general manager, could look back at a very successful prior season. In fact, just five years after a new ownership team led by Wes Edens, Marc Lasry, Jamie Dinan and Mike Fascitelli came in after the Bucks experienced one of the worst seasons any NBA team had ever seen, the Bucks finished at the top of the standings in the NBA's Eastern Conference. Star player Giannis Antetokounmpo played an instrumental role in the team's ascent. Superstars of his caliber, however, often do not stay in smaller markets like Milwaukee. In fact, many superstars switch franchises while at the peak of their abilities, electing to team up with another superstar (or even multiple stars, forming what had become known as 'super teams'). The summer of 2019 in particular saw a number of stunning moves by big names. Now, Feigin and Horst are leading the charge to try to buck the trend. Do they have the right approach to keeping Antetokounmpo in Milwaukee, and away from other teams plotting to attract him? And what else can they do to ensure the Milwaukee Bucks will not only rise to the top of the league, but also manage to stay there?
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