Ticket Pack Promotion for Portland Trail Blazers Essay examples

1052 Words Nov 6th, 2011 5 Pages
Context
The Trail Blazers was a monopoly on the professional sports market in Portland. Now the Trail Blazers is in a very bad time. Its home arena was taken over by creditors, its performance was in danger of being the worst in NBA history, and attendance numbers was falling (Case, Page 1). Its Management tried to promote by developing multigame ticket packages. Conjoint analysis technique is used to design the survey and analyze the result. According to the situation, we assume that the new promotion program needs to increase the attendance numbers and profit.

Question 1
To judge which attribute indicate is the overall most important in the purchase decision, we calculated the importance of each attribute according to the utility
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By analyzing the top 20 popular packages (Appendix Table 5), we find out the following results (Appendix Table 4): 60% of packages include 6 games, which is managements’ favorite (Case, Page 6). But 10-game packages seem not very attractive due to the low appearance rate 5%. Seats and price show strongly relativity. 70% of the packages have 300-level seat in midcourt and ticket price $25 or $35, which strongly suggests us to design packages like these. But 20% of packages have 300-level seat in other places and $15 price, which means some customers prefer bad seats with low price; and 10% of packages have 200-level seat in midcourt and $60 price, which means some customers can afford high price for good seats. This information is valuable, because it help us design packages with seats which are not very popular. 75% of packages have low-value promotional items, which supports our conclusion about the importance of promotional items in question 1. The top 4 popular packages have much greater utility than others. All of them have seats in 300-level midcourt, so seats in 300-level midcourt should be main stream of the packages. 2 of them have $25 price, which have 0.04917 more utility than other 2 packages with $35 price, but the profit is $10 less. Considering profit, we suggest to design the price based on $35. If we use hot dog instead of priority, the utility increased by 0.04917. If we assume that there is a linear relation between

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