1. Introduction
1.1 Purpose
The Purpose of this report is to analyse the current digital marketing approach of Mazon Hockey, the current market in which it operates in and the future of the market and make recommendations on how the current strategy can be improved for greatest success.
1.2 Background
Founded in 1992, Mazon Hockey is a brand manufacturing hockey related goods, including gear bags, shinguards, coaching equipment, goalkeeping gear, gloves and accessories. The main focus of Mazon however, is sticks. Mazon sticks range from $35- $425. Mazon Hockey is distributed two ways, either in-store or online from Just Hockey (The parent company of Mazon, both companies being part of the Select Shorts Group Pty LTD) who currently have approximately …show more content…
As the market grows and more options are introduced, the hockey stick begins to become a symbol of self-expression and communicates information about the player. Hockey players are looking to differentiate themselves form the “mainstream”, which Mazon has started to become. This is why smaller “backyard” brands have become more popular such as Osaka, Thirteen and Princess. Customer knowledge has also increased, where they now want to know exactly what the stick is made of, where the bow is and how many millimeters it is. An issue with customer knowledge now though is a great deal of misinformation from coaches about what length and type of stick they should be using which is an issue for companies selling sticks to ensure customers are getting the product best suited to helping them reach their potential as …show more content…
Bullas (2016) predicts the following trends in the digital langscape which I have identified as most relevant to Mazon Hockey.
• Further growth of the use of mobiles, likely to soon overtake the use of desktop computers for information search (Confirmed by Sensis (2015) data stating the gap between the two shrinking)
• Thinking global instead of local- Currently international sales for Mazon are generally around England, Ireland and USA but there’s still further countries to be reached
• UGC will continue to dominate as a valuable source of content
• In the more distant future, virtual reality is starting to become more common and accessible. There is potential even for hockey stick simulators to feel the stick in your hand or more, the possibilities are endless
Mary Meeker (2015) also identified many important trends to consider
1.1 Purpose
The Purpose of this report is to analyse the current digital marketing approach of Mazon Hockey, the current market in which it operates in and the future of the market and make recommendations on how the current strategy can be improved for greatest success.
1.2 Background
Founded in 1992, Mazon Hockey is a brand manufacturing hockey related goods, including gear bags, shinguards, coaching equipment, goalkeeping gear, gloves and accessories. The main focus of Mazon however, is sticks. Mazon sticks range from $35- $425. Mazon Hockey is distributed two ways, either in-store or online from Just Hockey (The parent company of Mazon, both companies being part of the Select Shorts Group Pty LTD) who currently have approximately …show more content…
As the market grows and more options are introduced, the hockey stick begins to become a symbol of self-expression and communicates information about the player. Hockey players are looking to differentiate themselves form the “mainstream”, which Mazon has started to become. This is why smaller “backyard” brands have become more popular such as Osaka, Thirteen and Princess. Customer knowledge has also increased, where they now want to know exactly what the stick is made of, where the bow is and how many millimeters it is. An issue with customer knowledge now though is a great deal of misinformation from coaches about what length and type of stick they should be using which is an issue for companies selling sticks to ensure customers are getting the product best suited to helping them reach their potential as …show more content…
Bullas (2016) predicts the following trends in the digital langscape which I have identified as most relevant to Mazon Hockey.
• Further growth of the use of mobiles, likely to soon overtake the use of desktop computers for information search (Confirmed by Sensis (2015) data stating the gap between the two shrinking)
• Thinking global instead of local- Currently international sales for Mazon are generally around England, Ireland and USA but there’s still further countries to be reached
• UGC will continue to dominate as a valuable source of content
• In the more distant future, virtual reality is starting to become more common and accessible. There is potential even for hockey stick simulators to feel the stick in your hand or more, the possibilities are endless
Mary Meeker (2015) also identified many important trends to consider