Commercialisation

Commercialisation, the decision to market a product, is the final stage in the new-product development process. This step is usually the most costly and for those intending on releasing products, it usually involves many operations: ordering production materials, starting production, building inventories, shipping the product to distribution points, advertising, training sales force…(McDaniel et al, 2011). The key considerations to take into account when commercialising a product or service are the timing of its release, where and to whom it will be marketed and distributed and how the process will be done (Kotler & Keller, 2012). A launch strategy involving a marketing effort must be developed to allow for market penetration (Trott, 2008). In order for it to be successful the product or service must offer clear benefits compared to the competition and it must match customer desires. Decisions regarding warranties, the marketing mix and overall costs must also be taken into account at this time.

            Slazenger’s release of the fabled v12 cricket bat in November of 2013 is an example of the commercialisation of a sport product. The bat was first launched at the Cricket Asylum in Halifax. Unlike the v100, the re-launch of the historic bat is on a limited edition basis, with only 200 being made in 2013 due to exclusive materials used to fabricate them (Cricket World, 2012). This allows Slazenger to sell the product at a premium price using its exclusivity as a selling point.  The company thus had very few distribution points, with small inventories of the product. The bat, that has undergone technological advancements all the while keeping its basic features and originality, has been marketed to the traditional, nostalgic cricketer. It’s association with some of the best cricketers of the 20^th century such as Sir Garry Sobers has been used in the product’s promotion and emphasizes the bat’s historic significance.

            After analyzing the test marketing results and their success, the commercialisation of Racket-Hurler can begin. The sport’s launch will be in March, when most outdoor sports return to a full swing after the winter months. Racket-Hurler will begin its operations in its two test market cities: Newcastle and Liverpool. This allows the sport to commence in markets with existing interest for the game. The launch will be done through the creation of an amateur club in each of the cities, where prospective players pay an annual registration fee to come train and compete. Casual sessions will continue to run in universities and schools to continue the promotion of the sport and its newly founded clubs. I will seek to form partnerships with Street Games and Sport England in the quest to allow a trained coach to run sessions through the organisations. Fundraising and investor capital will be necessary to fund the launch and its respective marketing effort. Advertising will be done through partner schools and organisations online. Posters will also be displayed in strategic locations such as gyms, leisure and community centers. The marketing campaign will be aimed at 14-25 year olds.

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References:

McDaniel, C., Lamb, C. and Hair, J. (2011) Introduction to Marketing. 11^th edn. China: Cengage Learning.

Kotler, P. & Keller, K.L. (2012) Marketing Management. Global Edn. Harlow: Pearson Education.

Trott, P (2008) Innovation management and new product development. 4^th edn. Harlow: Pearson Education.

Cricket World. (2012) Cricket Video- Slazenger 2013 Product Launch At The Cricket Asylum- Cricket World TV. (Online Video), 24 August. Available at: https://www.youtube.com/watch?v=es7cZ0k_nL0 (Accessed: 02 February 2015).