Product Concepts

The Bulls play in one of the largest markets in the NBA and have benefited financially because of their location. They also benefit from the fact that they are the only basketball team in the city as opposed to in baseball where you have the Chicago Cubs and the Chicago Whitesox. Being the only team in the state means there is no real competition when it comes to a fan wanting to watch basketball in the city of Chicago where there are over 9.5 million people living in the metro area. For the 2009-2010 season the Chicago Bulls drew in an average of 20,725 fans, the most in the NBA despite posting a 41-41 record (24-17 at home). These numbers could not have been achieved without Derrick Rose who I consider to be a specialty product of some sort to the fans. The Bulls drafted the Chicago born phenom and now he is the face of the franchise. From selling jerseys to sneakers to autographed basketballs, the Bulls now have someone who can sell tickets or anything basketball related because of his marketability. In reference to the book, Derrick Rose is the largest product line the Bulls have.

In the case of the Chicago Bulls online and stadium store most of the products are shopping products and can only be found in sporting goods stores. These items are homogeneous because jerseys, basketballs, and other items are relatively the same but are made by different manufactures, the authentic jerseys and itmes being priced higher the their replica counterparts.