{The Big Idea — Assessment 2 task 1 market research}

Target audience
Target audience for this campaign is all members of EGHA this includes male, female, young and old. I have broken the audience into primary and secondary markets, The primary market being EGHA representative players both male and female who range from the age of 16–23. I have chosen this market because of the current issues with branding, this market prefers to wear other Apparel rather than team Apparel post and pre-game due to the look of the current Apparel, this market also does not use the current team name Roadrunners and instead just calls themselves East Gippy. The secondary market for the campaign is all other members of EGHA because these people must also interact with the product. The final solution will focus on the primary market but will still cater to all other members of EGHA.

Emerging trends
An emerging trend with Hockey uniforms is the transition from the traditional short sleeve design to sleeveless designs which are most commonly used at Tournaments but have started to pop up in regular season uniforms. I have conducted some user interviews about which designs they prefer and 70% have said they prefer playing in sleeveless tops. Current materials used in hockey playing tops are High-performance lightweight nylon and polyester fabrics.

An emerging/current trend are that of naming sporting teams after an animal for example over half the JSC teams are animals, these animals are often the same first letter as the region/club name, for example, the JSC team Southern Sharks, but can also be different letters such as the Baltimore Ravens an NFL team. This trend has been around for a long time and has now view of fading, animals are often used to match characteristics of the animal to the team such as speed, courage, strength etc.

Competitor analysis

When looking at Competitors for sporting teams I must consider sporting teams in hockey as well as other sports from the same geographic area to avoid confusion and clashes. I have researched multiple sporting teams within hockey as well as out side of hockey this analysis will focus on the hockey teams I have broken down these hockey teams below into league that they are involved in as well as down into primary and secondary competitors, Primary competitors being current teams that play against EGHA and leagues that EGHA are looking at moving into. Secondary competitors being state and national sides.

Latrobe valley Competitors (Primary competitors)

Churchill hockey club

Yallourn hockey club

Moe hockey club

Traralgon Rovers MESSAGE BIZZ

JSC competitors (Primary competitors)

South East Cougars
Logo: Cougar/shield
Colours: Blue/white, tanned cougars

North West Lighting
logo: Lighting bold/shield
Colours: Light blue/black

South East Eagles
Logo: Eagle/shield
Colours: Maroon/yellow/white

North East Knights
Logo: Knight/shield
Colours: White/green/yellow

Central Flames
Logo: Flame/shield
Colours: Yellow/red

Eastern Hotshots
Logo: stick on fire/shield
Colours: Green/red/back

North East devils
Logo: Devil/shield
Colours: Red/black

Southern Sharks
Logo: Shark/shield
Colours: Purple/white

North West Tigers
Logo: Tiger/shield
Colours: Orange/grey

Western WildCats
Logo: Wildcat/shield
Colours: Green/yellow

JCC competitors (Primary competitors)

West Gippsland
Logo: text logo with stick
Colours: Green/blacks

Latrobe valley
Logo:
Colours: Black/orange/red, orange and red make flames

Wimmera
Logo:
Colours: Blue/yellow

Goulburn Valley
Logo:
Colours: Maroon/white

Albury Wodonga
Logo:
Colours:

Sunraysia
Logo:
Colours: Green/yellow/blue

Hockey Central
Logo:
Colours:

Warrnambool
Logo:
Colours:

Ballarat
Logo:
Colours:

North Central
Logo:
Colours: Red/white

MIXED SOUTH EAST COMPETITION (Primary competitors)

Gippsland Bulls
Logo: Bull with text
Colours: Maroon/yellow

Southern United
Logo: Shield
Colours: Red/black

Greensborough
Logo: kookaburra with hockey ball
Colours: Green/white

Mentone
Logo: Circle badge style logo with hockey player in middle
Colours: Yellow/blue

Yarra valley
Logo: circle logo with yabby in centre
Colours: Blue and yellow

KBH Brumbies
Logo: horse shield with crossed sticks
Colours: Blue/red

Doncaster
Logo: 
Colours:

Knox
Logo: 
Colours:

Mornington Peninsula
Logo: Falcon
Colours:

Australian state teams (Secondary competitors)

Mens

Victorian Vikings
Logo: White V/none
Colours: Navy blue/white

Queensland Blades
Logo: Text logo with sticks and blade style shape/line
Colours: Maroon/white/yellow

WA Thundersticks
Logo: Text logo with lighting bolt 
Colours: Gold/green

Tassie Tigers
Logo: Tas tiger on shape of tasmania
Colours: Green/yellow/red

NSW Waratahs
Logo: Waratah flower
Colours: Light blue/dark blue

Canberra Lakers
Logo: Text logo with stick
Colours: White/yellow/Blue

South Australia Hotshots
Logo: Flaming hockey ball on shape of SA
Colours: Red/navy blue/yellow

Territory Stingers
Logo: text logo with a Jelly fish(blue)
Colours: white/orange/black

Womens

Victorian Vipers
Logo: White V/none
Colours: Navy blue/white

Queensland Scorchers
Logo:Text logo with sticks and flames replaces the “blade”
Colours: Maroon/white/yellow

NSW Arrows
Logo:
Colours: Light blue/dark blue

Canberra Strikers
Logo: lighting bolt in oval
Colours: Blue/yellow

WA Diamonds
Logo: Text logo with shine of a diamond
Colours: Gold/black

SA Suns
Logo: Hockey ball with sun flames around it on shape of SA
Colours: Red/navy blue/yellow

NT pearls
Logo: script letter P inside a pearl
Colours: white/orange/black

Tassie Van Demons
Logo: Tribale Tassie devil
Colours: Green/yellow/red

Australian National Teams (Secondary competitors)

Mens

Kookaburras
Logo: Text logo with kookaburra
Colours: Green/gold

Womens

Hockeyroos
Logo: Text logo with stick incorporated
Colours: Green/gold