Austin McCormick

Babolat Aero pro Drive

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Austin McCormick

Table of Contents

Executive Summary . . . . . . . . . iv

Product description . . . . . . . . . 1

Company/Product History . . . . . . . 1

Mission Statements, Goals, and Objectives . . . . . . 3

Mission Statement . . . . . . . . 3

Goals . . . . . . . . . . 3

Objectives . . . . . . . . . 3

Environmental analysis . . . . . . . . 4

Competitor Environment . . . . . . . 4

Economic Environment . . . . . . . 5

Political Environment . . . . . . . 5

Legal Environment . . . . . . . . 5

SWOT Analysis . . . . . . . . . 6

Strengths . . . . . . . . . 6

Weaknesses . . . . . . . . . 6

Opportunities . . . . . . . . . 6

Threats . . . . . . . . . 6

Target Market . . . . . . . . . 8

Target market description . . . . . . . 8

Product Positioning . . . . . . . . 9

The Marketing Mix- Product and Price . . . . . . 10

Product . . . . . . . . . 102

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Price . . . . . . . . . 11

Place . . . . . . . . . . 12

Promotion . . . . . . . . . 13

FAB, Value, and Satisfaction . . . . . . . . 15

FAB . . . . . . . . . . 15

Values . . . . . . . . . . 15

Satisfaction . . . . . . . . . 16

Considerations . . . . . . . . . 17

Special Considerations . . . . . . . 17

Social Trends . . . . . . . . . 18

Special Considerations . . . . . . . 18

References . . . . . . . . . . 19

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Executive Summary

The Product being covered in this Marketing Plan is the Babolat Aero Pro Drive. The Aero Pro Drive is

manufacture by Babolat, a company whose headquarters are located in France. The Babolat Aero Drive target

market consists of young athletic tennis players that are looking to take their game to the next level.

Babolat has been around for over one hundred years and is still one of the top racquet manufactures in the world

and is the oldest tennis equipment manufacturer in the world. This racquet can be equipped with Babolat Play, a

device that allows you to evaluate and analyze your game. Being released in 2015, the Aero Pro Drive is one of

the newer racquet models on the market and was their top selling racquet in that year.

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Product Description

Product Description

The subject of this Marketing plan is the Babolat Aero Pro Drive. The manufacturer of this racquet is the

Babolat Company with headquarters located in France. The Aero Pro Drive is composed of graphite, and

measures in 27 inches in length with a head size of 100 square inches. This racquet weighs 10.6 oz. (1). The

Aero Pro Drive racquet is colored in black, white, and yellow. The racquet specifications are imprinted on the

internal frame of the neck, and the corporate trademark, Babolat is also displayed at the lower part of the

racquet.

Company History

Babolat was founded in 1875, and as a result they are the oldest company specializing in racquet sports (2).

Babolat’s headquarters are located in Lyon, France. The company is managed by Eric Babolat and it is a family

run business. Up until 1994, Babolat specialized in strings, but in 1994 Babolat unveiled their first tennis

racquet. Later, Babolat began producing racquets for badminton and padel. Babolat is a sponsor of many top

ATP players such as Rafael Nadal and Jo-Wilfried Tsonga. Rafael Nadal is currently ranked the number one

player ranked in Spain and the fifth ranked player in the world and he is the highest ranked player to play with

this racket (3).

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Other Products

Babolat offers a variety of products. Babolat manufactures equipment for Tennis, Badminton, Racquetball, and

Padel. The company produces shoes, tennis racquets, strings, apparel, grips, and badminton racquets along with

its new development, padel. Babolat produces four styles of shoes for men, juniors, and women. Babolat offers

a wide range of services such as stringing racquets.

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Mission Statements, Goals, and Objectives

Mission Statement

The Babolat Aero Pro drive does not have an individual mission statement. Babolat does not currently

have a mission statement relating to some of their various products, but their customer service does offer a

message to its customers stating:

“If passion drives you, innovation is your state of mind, quality and customer service is your first

priority and you value and respect others and their difference, join our team!” (3)

Goals

The long term goals of Babolat include the following:

“Focusing on the game of tennis becoming a way of life and treating every player as a professional”.

(1),

“challenges themselves to continue a legacy of being a premier company” (1),

“Aspire to keep their name global, yet moreover, expand to a different demographic” (1).

Another goal is to “go viral” (1)

In the purpose to bring awareness to their product. Eric Babolat expresses how he wants to enlarge the

company and “establish our brand as a leader” (3) in hopes to expand the business globally.

Objectives

Babolat is a privately owned company; therefore their financial objectives are not open to the public. A

plethora of tennis corporations were analyzed and no objectives could be found since all of them are privately

owned companies (4).

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Environmental Analysis

The Environmental Analysis is a strategic tool to process and identify all internal and external factors

which affects an organizations performance. The Analysis breaks down all threats and opportunities

surrounding the organization.

Brand Competitors

The Babolat Aero Pro Drive tennis racket exists in a very competitive industry. The Aero Pro Drive is

the most popular racquet in the tennis market. This racquet is equipped for any type of tennis player ranging

from a conservative to aggressive playing style (1). Since it is a very light weight racquet, making it one of the

most user friendly racquets on the tour.

The Wilson Pro Staff 97 is a racquet produced mostly for power and control therefore its target market is

advanced tennis players.

The Head Prestige is one of the newest racquets on the market and is equipped for any playing style.

This racquet has a very strong material, reducing vibration and creating easier conditions for the player.

The Prince Warrior 100 racquet is becoming a new trend on the ATP tour. This racquet is made for

players who can serve big and have a very aggressive game style.

Product Competitors

The Babolat Aero Pro Drive is classified as a tennis racquet. Just like Babolat, there are many other

companies that distribute and manufacture tennis racquets. Babolat is constantly competing for racquet sales

with companies such as Head, Wilson, and Prince. For the Majority, most of these companies will sell rackets

at about the same price as their competitors. Most racquets will usually range anywhere from $150 to $230 per

racquet (2). As with any product, most individuals choose to demo racquets before purchasing because it is

important to get the best feel for your racquet. Most racquets are determined by your skill level and playing

ability.

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Generic Competitors

The Babolat Aero Pro Drive generic competition includes sports equipment. Other sports and their

equipment which fall under the generic market are basketball, soccer, football, golf, and baseball. Nike, Adidas,

and Under Armour are top brands with a large percentage of the generic sports market.

Budgetary Competitors

For most individuals, this product is considered a non-necessity. However, skilled tennis players on a

collegiate or professional level, consider this product a necessity in order to be a successful tennis player.

Economic Impact

For the sales of this racquet to prosper, it is vital for there to be a stable economy. For most consumers,

this would be considered a non-necessity. The stronger the economy, the more money consumers have to spend

on luxury goods. The Babolat Aero Pro Drive is medium priced among competitors and will not be a factor if

the economy declines. If the economy is weak, individuals have less money to spend on non-essential goods.

Political Environment

The ITF (International Tennis Federation) and the USTA (United States Tennis Association) are the two

political environments associated with the Babolat Aero Pro Drive. Babolat is responsible for acting in a

positive manner in order for the ITF to recognize them as a company who provides racquets and approved for

competition in their events (3).

Legal Environment

The legal environment, in which the Babolat Aero Pro Drive competes, spans the globe as Babolat is an

international organization based in France. The firm must manufacture its products according to International

Tennis Federation regulations such as overall length of frame and any additives which would affect the playing

of the racket. New possible laws and tariffs from the United States on imported goods may affect price and

distribution.

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S.W.O.T. Analysis – Babolat Aero Pro Drive

A S.W.O.T. analysis is conducted by an organization to find its inner weaknesses and strengths. S.W.O.T. stands for strengths, weaknesses, opportunities, and threats you may face. It helps you focus on your strengths and minimize your weaknesses.

StrengthsProduct :( 1)

This racquet is for all ages and skill levels

This racquet creates massive amount of spin on the ball and sets an advantage for a typical baseliner

Numerous professional tennis players utilizes this racquet creating publicity for the product, Rafael Nadal has won 14 grand slams with this racquet

The Aero Pro Drive has Active Cortex technology which produces a smoother feel for the racquet

The durability of this racquet provides long periods of use without wear and tear

Company :( 2)The Babolat “Double Line” logo is easily identifiable

Babolat is the oldest company in racquet sports

They offer a large variety of product lines including clothes, bags, and tennis shoes

Babolat invest time and money in the research and developments

WeaknessesProduct:

The grommets in the Babolat and Aero Pro Drive racquet are brittle

Not very good for serving and volleying

More difficult to generate power with this racquet

The recommended string tension is very high which can put stress on elbow

Accessory products from Babolat are more expensive than other brands

Company:Since their headquarters are located in France, they have a hard time dealing with shipping laws and regulations

Babolat struggles with marketing to kids compared to Wilson who shows Nickelodeon characters in their racquet design

Babolat does not offer lower priced racquets for beginning levels

Opportunities (3)Increase marketing efforts to children beginning in tennis

They can sponsor rising upcoming players

Create a line of lower quality racquets to reach a lower income demographic

Threats

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It’s a competitive industry with other companies holding a larger percentage of the market

The possibility of a user changing to a different racquet brand

Potential tariffs on foreign goods could affect the future sales of Babolat products

Other companies in the industry have larger advertising campaigns within the United States

Economy crashes and consumers no longer want to purchase a non-necessity good

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Target Market

A Target Market is a marketplace where businesses think they can best sell. It tells a company where

they can advertise their products the most. It defines a group most likely to purchase a product or

service.

Primary Target Market Description

The Babolat Aero Pro Drive primary target market consists of consumers whom are young,

athletic, and educated. The racquet is targeted towards young competitive players trying to add a

mixture of power and control to their game with a light weight racquet. Men and women are targeted

equally as the racquet provides similar game styles for both genders. The socio-economic descriptor of

the primary target market tends to include consumers of a higher income level because this is a luxury

item. Geographically, the Babolat Aero Pro Drive primary target market tends to live in areas with a

high number of advanced tennis players. These areas are typically very large cities with a high density

population or areas with a high concentration of wealthy communities. Texas and Georgia being filled

with a plethora of tennis facilities and country clubs to enhance player performance, are the states

containing the primary target market (2).

The psychographic dimensions of the Aero Pro Drive’s primary target market include a healthy

and active lifestyle. Most of the consumers for this racquet are typically active and play on a consistent

basis. Many of the buyers are students or young professionals looking to increase their level of play.

Many of these players are well rounded and have varying interest outside of tennis.

There are many different target markets. Age target marketing is when you are advertising a product to a

particular age group. Gender base is when a marketing campaign is advertising to a specific gender only.

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Geographic target market is when you are selling a product only in a particular section or country.

Income sensitive marketing is selling product to consumers with a particular budget or income level.

Product position

The product position for the Babolat Aero Pro Drive is one of being easy to use and durability.

This racquet is for all ages and skill levels ranging from beginner to advanced. Consumers view this

product as a long lasting investment as it is proven to withstand years of use (1).

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Marketing Mix

The marketing mix is a technique used to help companies understand what their product or service can offer to

consumers. The marketing mix is utilized through the four P’s which are product, price, place, and promotion.

Product

Classification

The Babolat Aero Pro Drive is both a consumer product and a business product. The racquet is a

business product because it is being sold from Babolat to retail stores. This racquet is also a consumer product

because retailers sell this item to buyers in the market.

Product Line/Product Mix

The Babolat Aero Pro Drive is an individual product within Babolat’s tennis racquet product line. This

product line is divided into three segments; the pure drive, pure aero, and pure strike. Within the pure aero line

of racquets there are seven unique variations of the Aero Pro Drive. Babolat itself has a wide mix of products

including strings, shoes, and other accessories.

Product Life Cycle

The Babolat Aero Pro Drive is in the decline stage of its product life cycle. Since being released in 2013,

Babolat has developed and sold an updated version of the aero pro drive which is now called the Pure Aero. The

racquet is now only available through intermediaries and at a discounted price.

Packaging

This racquet is packaged and wrapped with bubble wrap. Babolat also provides the racquet bag along

with a set of complimentary sweatbands and a set of strings. Babolat ships the entire racquet in a cardboard box

to reduce the risk of damage.

Branding

“Babolat is the first racket sports company and one of the most famous brands in the world” (1). Babolat

relies heavily on its strong brand identity as much of its marketing occurs through observation of its consumers

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playing with the racquet. Babolat is the most widely utilized racquet in college tennis. Professional

endorsements from players such as Rafael Nadal and Caroline Wozniaki help enhance the value of this product.

Babolat was first founded in 1875 and has been a leading competitor in the racquet industry since. Babolat has

pride in their brand loyalty and its very helpful customer service, strengthening core relationships and brand

image. Brand loyalty with the aero pro drive is strong as many players do not like to change racquets.

ServicesThe Babolat Aero Pro Drive includes an agreement when purchasing a racquet stating any racquet

broken without obvious signs of abuse can be replaced.

Price

The price for the Babolat Aero Pro Drive is $159.00 which is less than the market price because it is an

older model.

Balance of Power and Price Elasticity

The Aero Pro Drive is in a buyer’s market. The reason this product is in a buyer’s market is because the

consumer makes the decision for whether he or she wants the product. There are a plethora of racquets and

different variations between each racquet in the market. The price elasticity is high because it’s an older model

and newer racquets are being priced forty dollars more. The Aero Pro Drive has elastic demand, so when the

economy is down, the consumer’s purchasing power of this racquet will fall.

Pricing Objectives (2)

The Babolat Aero Pro Drive operates with a competitive pricing objective. Since the Aero Pro Drive is

an older model and is priced at $159.00, this racquet is very similar to other older racquet models in the

industry. Since Babolat is a well-established racquet company, it allows Babolat to set high prices which

represent great quality.

Pricing Strategies

The Aero Pro Drive applies various pricing strategies such as odd-even pricing, discounts, and

complimentary products to set themselves apart from its competitors. Complimentary products such as strings, 11

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sweatbands, and head tape are used to boost overall value to the product. Odd even pricing is used because it is

priced at $159.00. For college tennis teams who use Babolat products, discounts are offered up to twenty-five

percent for purchasing multiple racquets which usually come with sets of string, a racquet bag, and over-grip.

Seasonal discounts are available through intermediaries around major tournaments and holidays.

Place

Direct vs. Indirect Channels

Babolat utilizes indirect channels to distinguish the Aero Pro Drive since an indirect channel consists of

selling through intermediaries. Babolat sells their racquets to intermediaries such as retailers and wholesaler,

including First Serve, Tennis Warehouse, and Serious Tennis. Babolat also utilizes direct channels since their

product can be purchased straight from Babolat’s website.

Exposure

Babolat utilizes selective exposure for the Aero Pro Drive. Babolat only supplies its merchandise to

stores who are wealthy enough to sell their product such as Sports Authority along with tennis shops. Stores

selling their product have to be located in densely populated areas containing consumers who are competitive at

playing tennis.

Trends in Marketing Channels

In today’s consumer market, technology is changing how we perceive and feel about the purchasing of

product. Most retailers sell their tennis products online as e-commerce transactions are increasing at a rapid rate.

Credit cards are the most common method of payment with e-commerce transactions. During the shipping

process, Babolat provides a tracking device with all of its products to ensure the product makes its way to the

final consumer. Since Babolat is located in France and they are an international company, most of their shipping

is done within the United States. Babolat’s retailers utilize UPS and the United States Postal Service when

delivering its products.

Distribution and Logistics

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There are many modes of transportation for Babolat since they are located in France and are considered

to be an international company. The most common mode of transportation for Babolat would be through

trucking within the U.S. To make sure their products get to the U.S., Babolat utilizes air and water.

Because Babolat does not have a direct channel system, it is not associated with having a direct carrying

cost along its product. The cost of the Babolat Aero Pro drive could change due to retailer warehouses used to

store their product. The price of keeping an older version of the Aero Pro Drive requires vendors to lower the

price of this racquet in order to decrease inventory.

Promotion

Communication (1)

Babolat advertises the Aero Pro Drive in a plethora of methods. One of their most commonly utilized

methods of broadcasting their product is through television commercials on various tennis channels. Other

methods might include email, internet ads, and corporate sponsored stands at challenger tournaments.

Mass Promotion

In order to construct an effort to appeal to potential customers, Babolat creates a blend of product and

institutional advertising. In this form of advertising, Babolat is trying to remind their audience why playing with

their racquet is the best possible choice for them. Specific commercials are used to educate the consistent

consumers on any new promotions the company is offering or a unique racquet being brought to the market. In

order for Babolat to attract a new group of users for their racquet, they must use a mixture of entertainment and

information to encourage its customers they are making the right choice in choosing their product. One of

Babolat’s top ways of communicating new products to its crowd is through the use of publicity through

professional tennis players who use their product.

Personal Selling

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Through the use of a sales force management team, Babolat trains its representatives to talk to retailers

and inform them on their assortment of merchandise. These tasks involve retailers to market their racquets and

getting wholesalers to get the product to the final buyer.

Sales Promotion (2)

Throughout the year, Babolat conducts sales promotions to raise their sales and create attention for their

products. Typically during the holiday season Babolat will offer various discounts on some of their products.

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FAB, Value, and Satisfaction

FAB

Feature One

The Babolat Aero Pro Drive is equipped with the Cortex Active Technology

Advantage One

To provide a better feel for the racquet

Benefit

Provides easier play and comfort for the player reducing the chance of injury

Feature Two

The Aero Pro Drive uses a light weight frame design called the Aero Shaft

Advantage Two

It allows for a faster free swing speed

Benefit Two

Provides more power and spin to improve one’s game

Feature Three

The Babolat Aero Pro Drive can be equipped with the Babolat PLAY technology

Advantage Three

This technology is not available with other companies racquets

Benefit Three

This technology allows players to analyze their game and compare to other professional players using

Babolat racquets. This provides a new dynamic to training and player development.

Values

There are many advantages to purchasing the Babolat Aero Pro Drive. Some of these benefits include a

user friendly, controlled, and adaptive racquet with a great history of customer service and brand loyalty.

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As with any product, there are costs that come along with the purchasing decision. Here are some of the

following costs:

Shipping Cost

Taxes

Opportunity Cost

Accessory Items Cost

Failure to perform with the racquet

Although there are some disadvantages coming with this racquet, the benefits outweigh the cost giving the

product good value. The cost of shipping is outweighed by safe travel and not having to travel to pick up the

racquet. The risk to not perform with the racquet properly is outweighed by a limited time warranty and return

policy from intermediary wholesalers.

Satisfaction

If the benefits of the Babolat Aero Pro Drive meet or exceed the expectations of the customer, then they

will be satisfied. If the disadvantages weigh greater than the benefits, this will lead to loss of sales and poor

customer satisfaction. Durability and customer service is important in the tennis industry as players make a long

term commitment to racquets as they do not like to change very often.

The Babolat Aero Pro Drive averaged 4.8 stars out of 5 for the reviews of this racquet. Here are some reviews

from customers:

“Absolutely, enjoy playing with this tennis racquet. It's a solid tennis racquet. Very well designed too. In

my opinion, this is a great tennis racquet especially, if you hit the ball with lots of spin. I found it to be good

with slices too. I serve with a lot of topspin, spin and kick serves when using this racquet. Would definitely

recommend this racquet to tennis players who hit with a lot of spin.”

“I absolutely love this racquet. I cannot play with any other. And the price is reasonable!

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ConsiderationsEconomic Responsibility (1)

Babolat strives to expand their business through research and development in order to provide the best

opportunities for their stockholders, employees, and consumers. Babolat gives a lot of thought into exploring

possibilities in order to expand its company. In 2014, total sales revenues equaled 201 million dollars, which is

an increase of over 160 million dollars since 1998.

Legal Responsibility

The Babolat Aero Pro Drive is a global product. Babolat must follow the international and domestic

laws involving taxes, advertising, and shipping. Throughout its history Babolat has acted in a legally

responsible fashion with only one major class action law suit occurring from 2009-2014. In 2009 Payam

Ahdoot and Brandon Clark made two accusations in which Babolat had been using false advertisement with the

Babolat Pure Drive and Aero Pro Drive. They said the racquets which were advertised and endorsed by

professional athletes were allegedly different from the retail versions. They also claimed that tennis rackets with

GT technology, containing Tungsten even though they advertise with the element included in the racket.

Babolat denies they did anything wrong but agreed to settle the lawsuit to avoid court cost.

Ethical Responsibility (2)

Babolat’s ethical responsibility is to follow a morally righteous path that associates with its competitors

and interest groups. While expanding in the United States, Babolat has operated in a responsible style and in a

respectful manner. There are certain conditions in the working environment that Babolat must abide by in order

to maintain healthy working conditions. This is important because Babolat needs to maintain its status as one of

the most ethically responsible companies in the industry.

Philanthropy Responsibility

Babolat emphasizes on giving back to the community. Some ways they accomplish this is through

partnering with professional tennis players and local corporate sponsors in order to raise money for their

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philanthropy and raise awareness for certain causes. Babolat provides free clinics in lower income areas in

addition to their monetary donations.

Social Trends

As the world becomes more technologically dependent, Babolat has become a leader in the tennis racket

technology, incorporating this into all aspects of their business. They attract young players through its high tech

equipment. Babolat has created racquets which are easy to use and accessible to all skill levels.

Demographic Trends

Demographics for the Babolat Aero Pro Drive usually go from the ages of 10 to 32. Currently, there is

starting to become a larger market for younger kids playing tennis at a competitive level, increasing the tennis

population each year. Tennis is becoming more widely available to lower income neighborhoods due to public

tennis initiatives.

Social/Cultural Trends

Babolat is culturally evolving as a whole. Due to its popularity, Babolat is developing a social and

cultural trend among tennis players of all levels. It quickly developed technology allowing users to be updated

more frequently on the latest racquet trends. Its newest chip technology called “Play” allows the consumer to

track his improvements and compare the results to his friends and opponents in social media applications.

Special Considerations

Special considerations expose a few items which need to be brought to management to then be

evaluated. For the Babolat Aero Pro Drive, the global economy is a critical factor. If you have a prosperous

economy, the average consumer is more likely to spend their money on non-necessity goods such as this

racquet.

Technology and the internet is a vital source of innovation and sales on a daily basis. Most racquet sales

are done through an ecommerce intermediary. This means that Babolat must be active in electronic marketing

and social media in order to stay competitive in this industry.

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References1. Tenniswarehouse.com; Racquets page, retrieved 1/22/2016

2. http://www.babolat.com/history ; History page, retrieved 1/22/2016

3. http://www.atpworldtour.com/en/rankings/singles ; Retrieved 4/6/2017

4. http://www.slideshare.net Page retrieved 1/28/2016

5. http://www.tennisindustrymag.com Page retrieved 1/28/2016

6. http://www.babolat-jobs.com Page retrieved 1/28/2016

7. https://www.google.com/finance Page Retrieved 4/6/17

8. www.tennisexpress.com Page Retrieved 3/15/17

9. www.itftennis.com Page Retrieved 3/15/17

10. www.kohls.com/kids-nickelodeon-racquets Retrieved 2/10/2017

11.http://blog.mytennislessons.com/ Page Retrieved 2/20/17

12. http://www.midwestsports.com/ Page Retrievd 3/22/17

13. www.bbc.com/news/business-2799517

14. . www.leagle.com/decision

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