From the moment Lavar Ball took his son LiAngelo out of school at UCLA, he has grumbled about the NCAA and vowed to create a suitable alternative for NBA prospects. Now, it appears Lavar has turned those grumblings into a tangible, albeit bold, solution. In a recent episode of the Ball's Facebook show "Ball in the Family" , Lavar and Big Baller Brand announced plans to create the JBA (Junior Basketball Association). The JBA is intended to be a league for high school graduates which would pay them $3,000 to $10,000 per month and would serve as an alternative to college for prospects who wish to circumvent the NCAA and focus solely on the draft. Lavar's proposal includes eight teams in four major cities and would use NBA rules such as four 12 minute quarters and the deeper three point line, meant to streamline development. Currently, the only options players have immediately after high school are: 1. Go to college, which provides the most exposure and t...
In a world where not hearing a ridiculous claim from LaVar Ball is a rarity, his latest scheme should not come as a surprise to anyone. Big Baller Brand is entering the water industry. That's right the water industry. According to ESPN Analyst Darren Rovell, "LaVar Ball says he will import Big Baller Brand water from Lithuania to the United States. Big Baller Brand already sells overpriced apparel and basketball shoes so why not add water to list of over priced goods sporting the iconic BBB? Many Big Baller Brand products are bought as novelty goods and jokes because of the image surrounding LaVar Ball so this new venture is a chance to move into a market that everyone needs. From his new home in Lithuania, LaVar Ball has the chance to revolutionize the sporting apparel industry with a move into the water market. Will this be just be another chapter of the Lavar Ball saga that crashes and burns or will we all be drinking Big Baller Brand water on our way to work every morning?
I think that although this may be comical and popular amongst the people for a short time, ultimately this product will not survive. People drink water as a necessity, not necessarily a luxury. So, nine times out of ten people will choose to spend less on water. I could see people buying it for fun a few times or maybe to post it on social media to get a few laughs, but I believe that this will eventually die down because who wants to pay more for a water when they can get the same thing for much cheaper?
ReplyDeleteLyric, I completely agree with you that this will become a novelty product that people buy as a joke, but I think that it has potential to survive. To address your point about people not wanting to pay more for something when they can find a cheaper option, Fiji water came to my mind. Everything about Fiji water, from the price to the environmental costs should deter people from buying it, yet its in every convenience store in the US. I completely agree that it makes no sense that people are willing to pay more for water, but there is definitely a market for luxury water and Big Baller Brand as a company targets the wealthy consumers. I also think that if Lonzo Ball's career in the NBA takes off, having a star athlete endorse the water will only increase sales. - Cole Niggeman
ReplyDeleteThis is a very good point. People do tend to still purchase higher priced water. Although I think you are right about one of the determining factors for whether or not people will spend the extra money on this brand is how well Lonzo's career goes, but I think what the brand might need as well is some specific characteristics about the water that would make it more worth it. For example, maybe the water could be electrolyte enhanced to make it more of a commodity and even gear it more towards athletes.
DeleteThough I totally see Cole’s point, I have to agree with Lyric that I don’t see this product being successful. It’s clear that wealthy people are willing to pay a premium for brand names, even for the most insignificant of products, like water. But, a water bottle like Fiji has the potential to target the whole wealthy population, while a “Big Baller” water bottle only targets wealthy people, who follow basketball and are fans of the big baller brothers. I just don’t think this is a large enough market segment for a big baller water bottle to make enough sales and become successful in.
DeleteHowever, if they were to differentiate the water bottle, like as Lyric said add electrolyte's or something of that nature, they could reach a wider depth of potential consumers. By doing this they wouldn't simply be selling the brand name, but other added benefits that could reach all types of athletic people, rather than just basketball fans. If they were to market the water using this approach, I could see it being more successful since i'd be reaching a much larger group of consumers.
- Siobhan O'Loughlin
I think the whole idea of differentiating the water is a really good idea and could be a great marketing strategy. BBB always tries to sell its brand as the best in the business in whatever they do, so having added benefits from drinking their water they could really sell the 'elite' aspect of their product.
DeleteI agree with Cole: there needs to be a way to differentiate the product. This differentiation needs to relate to the current branding of BBB. as of now, I don’t see this product being successful. It is a stretch from the current branding of BBB. Also, personally water from Lithuania does not sound the best. I’d rather have water from Colorado or Fiji or somewhere cleaner feeling if that makes sense.
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ReplyDeleteI agree that entering into the water industry might be a stretch for a company such as BBB. I think that with them being a primarily sports based company, moving into an industry such as water might not be the best idea. The water industry is a huge industry containing many competitors that not just anyone can have success in. There are already many brands that are considered "luxury" water brands such as Vos, Fiji, Evian, and more. Being able to penetrate this market as a company that has other things to focus on as well like BBB does will be a huge hardship, in my opinion.
ReplyDeleteI completely agree with this and I was very surprised when I saw Big Baller Brand trying to enter the water industry. Like you said there are already several luxury water brands that have been on the shelves for years. I really don't see them breaking into the market and having a lasting impact. A novelty item at best with some potential if Lozno's career goes well. Also, like you said, being a clothing brand focused on sports this will only complicate business and could be too much to handle for the new company.
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