Yang Gu's Blog

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Hockey season is starting again!

However, the Canucks’ journey in the 2011 Stanley Cup games is still quite fresh in Vancouverites’ minds.

Remember how quickly the merchandises updated to include “Western Champions” and “Stanley Cups Finals?” The prices of the merchandises varied drastically as the series progressed. Everything was cheaper after a defeat but prices went up immediately after a winning game.

The production and selling of these merchandises demonstrate some elements of segmentation.

The target audience were fans for the team and fans of “the hype.” The sport fans dedicated enough to update their team-themed accessories would like to show off the Canuck’s highest (and newest) title. The fans who continually joined the hype over the course of the series would probably choose the newest merchandise to stay with the hype.

After a losing game, less people would be inclined to become fans and sellers slash prices to clear the inventory. Orders on thousands of “Canucks Stanley Cup 2011 Champions” souvenirs were cancelled because there was simply no demand for them.

This new season will start a new series of business tactics for these merchandisers.  I think it will be an interesting case to study.