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.

Sales Promotion and Personal Selling

The Chicago Bulls have games in which there are free promotional giveaways. This lures in fans to want to buy tickets and attend the game that day. Giveaways usually include bobble-heads, posters, hats etc. This year the Bulls will be giving away a Scottie Pippen bobble-head, a Luvabulls poster( Bulls Cheerleaders), a Nerf basketball hoop and many more. Here is the link to all the promotional games . These items usually have a target market. For instance, some items include 6 pack coolers and Cheerleader posters while others include youth jersey t-shirts. Moreover, the Chicago Bulls also hold sweepstakes in which you can have a chance to meet, greet and play with players.




















 The Chicago Bulls store has same a promo called same day shipping so the fans can buy their item online and receive it the same day. It is very convenient for fans that really need that jersey just in time for the game. Also, if a customer signs up  they can get exclusive coupons to the store via email and new product updates. The coupons consist of save 10% your next Bulls purchase and many more.

 There was this one promotional night that i remember. It was 2 years ago and i was watching the bulls game on t.v.  the score was 98 to 90 and Kirk Hinrich was on the line. There was 20 seconds left and the Bulls had already sealed the win but when Hinrich missed the free throw the whole entire arena started booing him. i did not understand as to why until the announcer stated that if the Hinrich would have made that free throw every ticket holder would have won a free Big Mac from McDonalds. Talk about pressure, I wonder if he missed it on purpose because he is a Burger King guy .

Advertising and Public Relations

Every season, the NBA uses a slew of commercials to let casual fans know that the start of your favorite teams campaign is about to begin. There is usually a commercial that touts many NBA stars in a highlight reel commercial that makes fans excited for the season which usually runs on ESPN, TNT, and ABC. But, for every team that has their own channel that broadcast their games there is a team commercial to make the locals ecstatic. The Chicago Bulls have their locally televised games split between Comcast SportsNet Chicago and WGN-TV. Television is not the only way you can get your dose of the Bulls. They also have a radio station where they broadcast live play by play of the game so if your stuck in traffic or if you have no more gas at least you have your basketball.

The Bulls commercial don't just serve as a reminder to watch the game but to experience the game live. After the commercials you can see many teams try to entice fans to buy tickets. These tickets usually come in packs like family packages. When the games is being played the announcers usually cut off to the teams schedule and highlight key match-ups which also serves as advertising.Games are not the only product the Bulls are advertising though, they also have commercials where they want you to shop online so one can buy Chicago Bulls Jerseys and other memorabilia.

Players also serve as a huge advertisers. Many players have participated in commercials, from funny little skits to breast cancer awareness. When a superstar catches the eyes of national television they get propelled to rock star like status and help their teams popularity as well. There is no denying the marketing power superstars have throughout the community. I just wish they can make sign a new CBA deal so that i can be inspired by one of those fun and pleasure advertising commercials mixed with some mood and musical executional styles.

Retailing Bulls

The Chicago Bulls have their own shopping website where you can shop anything related to the team. As an online retailer (Electronic Retailing) one can shop from items like basketballs to jerseys to fatheads etc. The site offers same day shipping from their "Chicagoland Warehouse". If your an avid Derrick Rose fan like i am then you too can appreciate all the items you can order by the click of a button. And if your not , well you can go to your team store. Moreover, if you don't have a favorite team then the NBA store is right for you. You can shop for anything basketball related at the NBA Store website. I recently bought a shooting sleeve online and got 15% off just for signing up. Granted it was only 3 dollars off but those 3 dollars made for a good deli sandwich.

There are three NBA stores opened worldwide, two in China and one in New York City. The first NBA store opened in 1998 on 5th avenue and 52nd street.The NBA store is considered a Specialty Store. The store has all of the products that are available online and many more. The store is considered a tourist spot with many people going through its doors to experience the basketball phenomenon. Celebrities and important guests have made many appearances. Among them, former president Bill Clinton, the Mayor of London Ken Livingstone, Destinys Child, and Run DMC. The latter two having performed at the store. The store allowed customers to book parties and other celebrations while also allowing charities to host many charities events. Many NBA players have visited the NBA store on their way to face the Knicks or Nets and many greats and current players visit and provide autographs. The NBA store is now closed due to high rent. It will operate temporarily in the fall at 590 Fifth Avenue but is searching for a new home where more memories can be made.

Being from New York and loving the game of basketball i have always enjoyed going into the NBA Store on Fifth Avenue. With its illustrious revolving doors and basketball inspired designs it was always an exciting feeling going inside.  It also didn't hurt my cause knowing that many NBA players walked through these same doors.My favorite aspect of the store is all the memorabilia. When you walk in your not looking for just a shopping experience but an overall life experience like when you visit the Empire State Building or the Statue of Liberty. The retail workers are also very knowledgeable and i always try to give them my 2 cents on whats going on around the league. It is unfair to the them trying to debate with me because when your in retail the customer is always right.

Consumer Decision Making

Choosing a favorite team is usually based on a where a person grew up. For example, if you were born in Los Angeles you would most likely root for the Lakers because of their championship success and overall pedigree. Moreover, a viewer might also choose their team based on their favorite player eventhough one does not live in the same city like a New Yorker rooting for the Miami Heat because Lebron James is wearing their jersey.

 When a person chooses a favorite team they usually start watching them on television whenever they can and this act starts a relationship with the viewer and the organization. Then the consumer tries to buy a jersey, say a Derrick Rose jersey if you root for the Bulls, to show his team pride to friends and family. As the popularity of Derrick Rose rises and the Chicago Bulls keep winning they start getting new viewers across the country which pushes their local and national T.V. view count. The Chicago Bulls were 8th in the NBA in national televison ratings rank. This envokes polpularity around the whole organization and you see it through sell out crowds and millions of viewers watching. Derrick Rose's jersey was number 5 in sales only behind greats likes Lebron and Kobe, not bad for a 22 year old.

After a person chooses a favorite team and watches them play thoughout the year they are going to want to experience the whole fiasco live which then boost the organizations ticket sales. Last season the Bulls pulled in 20,725 fans at the United Center, the most in the NBA.

Finally, when being a long time fan of a team and following them throughout your life you start buying season tickets. The no better experince then being with your beloved team at every home game. The Chicago Bulls had 2,500 season ticket holder when last recorded. Now thats what i call commitment on the consumers decision making behalf.