THE SPRINGFIELD NOR’EASTERS: MAXIMIZING

REVENUES IN THE MINOR LEAGUE

MM-II CASE STUDY, GROUP NO - 7
OVERVIEW

 Falcons, ice hockey team might be leaving the

Springfield.  Minor league Baseball team, Nor’easters
 Class A minor league team Nor’easters
 Springfield, Massachusetts:
 Only other professional sports team of city
 Population of 55k
 Marketing director: Larry Buckingham
 Median Income of $31k, below USA median
 Nor’easters home games: 38
 25% under poverty line
 Stadium capacity: 3600 seats
 60% households with children
 Profit Margin: 39%
 10% senior citizen
 25% live alone  60% people answered “NO” when asked if they are
Baseball fans
PROBLEM

 Putting together a pricing strategy that would enable Nor’easters to gain enough revenue to profit or breakeven
 Following things to be considered
 Target Market, how it will affect the attendance of die-hard and casual fans
 Pricing Strategy
 Positioning
 Distribution
 Marketing and Promotion Strategy
PROBLEM ANALYSIS

 Attracting people to attend games when 60% answered “no” to being a baseball fan on the survey means that the
entertainment level and benefits need to be a main focus to get casual fans more interested in the events.
 Attending a sporting event is more about the experience, not if the team wins or loses. To achieve better
entertainment, the target markets need to be reached.
 The two market segments are children and parents, considering they make up a quarter of Springfield’s
population, and the die-hard fans that would be interested in season tickets. To address the needs of the casual
fans, there needs to be more engagement between the crowd and the event, such as raffles and competitions. As
well as have more family-friendly opportunities.
 To increase the amount of season ticket holders there needs to be more benefits tacked on to incentivize
spending that much money and making that large of a commitment. Considering the needs of casual fans and die-
hard fans will increase the attendance and revenue during the first season of the Nor’easters baseball games.