Matching Items (23)
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- All Subjects: Marketing
- Creators: McIntosh, Daniel
- Member of: Theses and Dissertations
Description
The intention of this thesis was to explore potential marketing avenues for Anavate Partners. Anavate Partners specialize in implementing, marketing, and selling the Anaplan software and this thesis was intended to provide a direction for their future marketing campaigns.
ContributorsKline, Zabric Michael (Author) / Neck, Christopher (Thesis director) / Murphy, Kevin (Committee member) / Heiler, George (Committee member) / School of Accountancy (Contributor) / Sandra Day O'Connor College of Law (Contributor) / Barrett, The Honors College (Contributor)
Created2021-05
Description
Arizona State University students are currently out of the loop when it comes to hearing about events being held in their community. This is because there is no established service that provides an inclusive list of both on and near campus events. What's worse is that the current methods for event marketing rely heavily on who one knows. Currently, ASU students hear about events through word of mouth, email chains, Facebook pages, and posters around campus. Thankfully, there is now an event marketing method that is available to everyone. UniEvents is a newly developed event service that live-tracks events around ASU's Tempe campus. UniEvents consists of a webpage that accommodates all screen sizes and is accessible by all devices including smartphones, tablets, and desktop computers. The website offers a user-friendly interface and useful features. Students are able to scan through event listings on a calendar or they can use an interactive map to find events nearest to them. Furthermore, UniEvents also offers the option for users to submit events to be advertised through the service. This way, students and organizations can easily spread the word about events on campus. Through UniEvents, ASU students will finally be able to see a conclusive list of upcoming events in one convenient site. Students will be able to save time and hassle by not having to rely on numerous sources to learn about events. UniEvents is committed to help students learn about events and get involved in campus activities!
ContributorsDeegan, Taylor (Co-author) / Nguyen, Lilian (Co-author) / Ostrom, Lonnie (Thesis director) / Schlacter, John (Committee member) / Harrington Bioengineering Program (Contributor) / Economics Program in CLAS (Contributor) / Department of Information Systems (Contributor) / Department of Marketing (Contributor) / School of Accountancy (Contributor) / Barrett, The Honors College (Contributor)
Created2016-05
Description
While basketball has been traditionally regarded as an American sport, the National Basketball Association (NBA) has gained substantial traction outside the United States over the past decade. In order to further encourage attention from international fans and increase league profit, I propose that the league adds an expansion team to Mexico City. I believe that through thorough market research and conscientious brand development, the team be successfully integrated into both the local community as well as the league’s current fan base. Local infrastructure, player safety, border customs, and financials were all taken into consideration into this proposal. The purpose of this project is twofold: first, to advocate for league expansion of the NBA into Mexico City through discussion and exploration of both the anticipated opportunities and obstacles, and second, to design three brand concepts and then propose a final brand concept based off of qualitative and quantitative feedback systematically collected via a survey.
ContributorsArd, Dalin Max (Author) / Montoya, Detra (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
The first chapter of the Seattle SuperSonics’ story is one full of pride, including a championship run in the 1970s, being one of the most popular teams of the 1990s, along with having an incredibly loyal fan base. The next chapter of that story is one filled with painful memories for those same loyal fans. In 2008, the team was stripped away from Seattle, eventually landing in Oklahoma City, leaving countless people heartbroken and a gaping hole in the professional sports landscape. For some people, that removal was where the story ended; for many, however, that was just the end of another chapter. The movement to bring the SuperSonics back to the city and their beloved fans began the day after the team left town, and has been going strong ever since. While the voices of fans cry out for a return, many critics say that a new team would no longer be able to flourish in Seattle, and that the NBA should stand pat where they are. This project seeks to determine the truth to that statement by investigating one central question: Should the Seattle SuperSonics be brought back to life? The question is viewed through a pair of perspectives over the course of this paper. The first is based in business, where I completed a thorough analysis that covers five major factors that are crucial to determining success. The second is that of the fans, which was accessed through a survey created to figure out what truly was important to them when looking at a new team. After these perspectives have been examined, the project will turn to the debate that asks which form of reentry would be more efficient for a rebuild: league expansion or relocation of a current franchise. I feel as though this topic is one that should be more well known across the realm of sports, and wanted to shine a light on it through this process. No fan would ever want to experience the kind of loss that comes with their favorite team being taken away, and I believe that acknowledging past failures can help leagues make better decisions in the future.
ContributorsKoufidakis, Nicholas (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
The Arizona Fall League is a baseball league affiliated with Major League Baseball to provide further development to seven of each MLB team’s top minor league prospects. The games are played at the same stadiums as spring training in Arizona but historically draw a very low attendance in comparison. The marketing strategies currently used to promote and advertise the Arizona Fall League are not sufficient to meet the goal of increased attendance and increased profits as a result. The league currently markets its core product to the customer, meaning the actual baseball game itself along with the highly talented players, rather than the actual product provided to fans, meaning the social utility they gain from their experiences at an Arizona Fall League game along with the game. The league needs to focus mainly on two target markets: men and women ages 18-25 and families with children under 18. In order to shift the focus to the actual product, the league’s marketing staff should run promotions (alongside their current promotions) in association with local sports bars or restaurants and places that provide entertainment, such as Top Golf. They also should revamp their social media accounts to integrate a more fan-focused base for their posts, making fans feel like they are a greater part of the experience. These improvements would drive up attendance and generate more profits for the Arizona Fall League.
ContributorsMcCann, Matthew Donald (Author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Finance (Contributor) / School of Accountancy (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
This thesis project is designed to provide brands and prospective sponsors with information about the habits and tendencies of different segments of eSports fans in order to better assist them in making decisions regarding sponsorship deals and sponsorship activation. This thesis has been based off of “The World of Games: eSports” and “the eSports Playbook” studies conducted in 2017 by Goldman Sachs and Nielsen respectively. The goals of these studies were to:
1) provide a clear and coherent picture of different eSports demographics
2) understand the consumption habits and psychological tendencies of these groups
3) use data to create marketing strategies tailor made to each cluster group.
These studies were used as a basis to create personas encompassing the traditional sports affiliations eSports users have, as well as their attitudes towards different types of advertisements.
The goal of this project is to create marketing strategies for different types of brands tailormade to specific groups of eSports fans based on their traditional sports fandom. By testing the fandom overlap of the most popular traditional sports with the most popular eSports games, useful connections that tie both fandoms together can be made for brands. Certain endemic and non-endemic brands can use this data to help decide which industry is a better fit financially and demographically. Other brands will be able to use this data to create strong marketing campaigns that span both eSports and traditional sports leagues, delivering a clear and succinct message across multiple platforms.
1) provide a clear and coherent picture of different eSports demographics
2) understand the consumption habits and psychological tendencies of these groups
3) use data to create marketing strategies tailor made to each cluster group.
These studies were used as a basis to create personas encompassing the traditional sports affiliations eSports users have, as well as their attitudes towards different types of advertisements.
The goal of this project is to create marketing strategies for different types of brands tailormade to specific groups of eSports fans based on their traditional sports fandom. By testing the fandom overlap of the most popular traditional sports with the most popular eSports games, useful connections that tie both fandoms together can be made for brands. Certain endemic and non-endemic brands can use this data to help decide which industry is a better fit financially and demographically. Other brands will be able to use this data to create strong marketing campaigns that span both eSports and traditional sports leagues, delivering a clear and succinct message across multiple platforms.
ContributorsStrauss, Logan James (Author) / McIntosh, Daniel (Thesis director) / Eaton, John (Committee member) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
This paper discusses the development of the mobile gaming industry and analyzes a mobile game acquisition to provide context to the entire market. By discussing the history and growth of the industry, I discovered that mobile gaming was a massive opportunity for companies to generate lucrative earnings. The discussion revolving around the evolution of the mobile gaming business model serves to provide context on the industry’s unique opportunities and risk factors. Candy Crush’s developer King is the main focus in this paper as they were the highest-performing public company in the market. The company is the greatest example of the mobile gaming phenomenon, experiencing rapid growth due to the success of its games, faltering in financial performance after going public, and finally becoming a subsidiary of a larger video game company that recognized King’s potential. King’s acquirer, Activision-Blizzard (ATVI), is an industry veteran of the overall video game industry that bought out King in an attempt to capitalize on the rising popularity of mobile games and to improve their strategic position in the larger video game market. The mergers & acquisitions (M&A) analysis between ATVI and King serves to determine whether or not the acquisition was an appropriately priced deal and if King represented a worthy buy. A discounted cash flows model is the basis for the analysis using a wide range of assumptions to account for the volatility of the industry. Finally, an event study and post-acquisition analysis are conducted to determine if any financial synergies were achieved in the ATVI-King acquisition. While the analyses do not offer a definitive conclusion on King’s post-acquisition performance, it can be said that the company has managed to achieve some measure of longevity. In the context of the entire mobile gaming market, the potential of mobile games should make developers attractive in the eyes of investors and acquirers, provided they understand the mobile gaming industry’s unique risks.
ContributorsDai, Yongjun (Author) / Simonson, Mark (Thesis director) / Geoffrey, Smith (Committee member) / Department of Finance (Contributor) / School of Accountancy (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
The concept of branding has been around for centuries, but personal branding is a relatively new concept that has been defined and executed by many public figures. With the rise of technological advancements like social media, professional athletes have ample opportunities to connect with consumers outside of their respective court. Our thesis team conducted research with Dr. John Eaton and Professor Daniel McIntosh to analyze how athletes’ actions and behaviors affect consumers’ opinions about their brand.
We developed multiple surveys that were distributed to Marketing & Business Performance (MKT 300) students at Arizona State University and AWS Mechanical Turk Workers. The goal of obtaining information from both college students and paid survey-takers was to compile a diverse set of opinions regarding how consumers react to athletes’ social media and public behavior. This led us to analyze how consumers interact with athletes on social media platforms based on the sport they play and consequences of their actions. After examining our consumer research, interviewing executives in the legal background, and talking to some of the university’s top-prospective athletes to gain different viewpoints, we created consumer and athlete categories.
We established six main consumer categories and six main athlete social media strategy personas in order to create social media strategy recommendations. With this information, athletes have the opportunity to develop well-thought out social media strategies that are more tailored to their fan base(s). Athletes must be cognizant of how the content on their social media accounts and their public actions will affect consumers’ perceptions about who they are and their personal brand.
We developed multiple surveys that were distributed to Marketing & Business Performance (MKT 300) students at Arizona State University and AWS Mechanical Turk Workers. The goal of obtaining information from both college students and paid survey-takers was to compile a diverse set of opinions regarding how consumers react to athletes’ social media and public behavior. This led us to analyze how consumers interact with athletes on social media platforms based on the sport they play and consequences of their actions. After examining our consumer research, interviewing executives in the legal background, and talking to some of the university’s top-prospective athletes to gain different viewpoints, we created consumer and athlete categories.
We established six main consumer categories and six main athlete social media strategy personas in order to create social media strategy recommendations. With this information, athletes have the opportunity to develop well-thought out social media strategies that are more tailored to their fan base(s). Athletes must be cognizant of how the content on their social media accounts and their public actions will affect consumers’ perceptions about who they are and their personal brand.
ContributorsRishwain, Demetra Nicole (Co-author) / Delgado, Samantha (Co-author) / Sminkey, Marie (Co-author) / Eaton, John (Thesis director) / McIntosh, Daniel (Committee member) / Department of Marketing (Contributor, Contributor) / Department of Information Systems (Contributor) / Barrett, The Honors College (Contributor)
Created2019-05
Description
The Film Industry is one of most exciting and informative businesses in the world, a business where the revenue of a single feature film can approach or exceed $1 billion. Current trends show a significant increase in independent production and a demand for major studio facilities outside of California. Many states are meeting the demand by building state-of-the-art sound stages and production facilities. To further attract productions into their state, tax incentives and rebates are offered, resulting in a long-term influx of movie production that generates hundreds of millions of dollars of revenue for their communities, contributing an estimated $200,000 a day into the coffers of the localities where they film. In addition to the revenue it generates, the motion picture and television industries employ over 1.3 million Americans. Despite numerous benefits to states that cater to the movie industry, Arizona continues to flounder. With all the resources and advantages offered to Arizona including good weather and proximity to Hollywood, the state has the potential to become a key player within the film industry. The purpose of this study is to conduct interviews from industry professionals, both in and out of state, to get an idea of where Arizona stands in the movie making industry and if the state should take the steps necessary to build a more dominant presence. Using states like New Mexico as a model, comparisons will be made between different programs offered and implemented in both Arizona and other states. Data will be collected through induction of personal interviews and the responses gathered will be used to formulate a more formidable opinion on what Arizona is capable of doing within the movie making industry.
ContributorsLantz, Zachary Matthew (Co-author) / Lantz, Zachary (Co-author) / Gray, Nancy (Thesis director) / Eaton, John (Committee member) / Sanford School of Social and Family Dynamics (Contributor) / School of Accountancy (Contributor) / Department of Psychology (Contributor) / Barrett, The Honors College (Contributor)
Created2019-12
Description
General Motors is a well-established American company within the automotive industry. However, the industry is always evolving as new technologies, such as self-driving cars are introduced. This technology is predicted to have an impact on the current industry and change the way the world views transportation. General Motors cannot sit by as the technology is implemented if it wishes to continue to do well. Companies like Kodak made this mistake as the industry switched from film to digital photography. Kodak was too slow to react to the change and continued to develop and sell film-based products long after the technology became obsolete, which resulted in the eventual breakdown of the company. General Motors has already taken several steps in the right direction by purchasing Cruise Automation and allowing them to operate independently from the corporate brand. Overall, general public perception of this new technology is cautious, and most probably aren't ready for the high price that these self-driving vehicles will bring. Ride-sharing companies are the first adopters of this technology since they are able to pay the premium prices and can handle the testing of the vehicles. Private consumers cannot buy fully autonomous vehicles but can currently purchase vehicles with semi-autonomous capabilities, such as the Tesla Model S. These semi-autonomous vehicles come with a price that most consumers cannot afford resulting in low adoption rates. However, General Motors can resolve this slow adoption rate among private consumers by developing a new brand within its corporate portfolio under the name, Cruise, to develop, market, and sell self-driving vehicles to ride-sharing companies and commercial shipping companies. This brand will start out by exclusively selling to commercial entities before eventually expanding into the private consumer segment as costs become less prohibitive and adoption rates accelerate. This solution is designed to cement General Motors' position within the automotive industry and establish it as the go-to company for every self-driving need. This relationship developed between the company and the consumer will limit competitors and create a long, financially successful life for General Motors.
ContributorsKalmbach, Albert Christian (Author) / Arrfelt, Mathias (Thesis director) / McIntosh, Daniel (Committee member) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05