Product Differentiation Strategy

Pride and Ferrell (1987) have noted that when a new product is introduced to a market, it must be differentiated from similar products, including those produced by its manufacturer or offered by its service provider. In the case of Orlando Magic season tickets, the new product being offered consists of two separate entities: 1) a set of varied "mini-season" ticket packages offered combinations of three, six, and nine games with the combinations selected by the marketing department, or a "build your own" nine-game mini-season ticket package at a higher price; and 2) mini-season ticket packages of three or six games focusing on Hispanic fans, with the ticket packages provided ticking on game days when special "Latino events" are being held.

According to Haner (20040, the Hispanic and Latino market in the Orlando Magic service or cachement area is large and growing significantly. Appealing to this potentially impo

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Approximate Word count = 654
Approximate Pages = 3 (250 words per page)

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