A Slight Revision

After class on Monday, I began thinking more about the NFL's main and dynamic variables as they relate to Play 60. Without going into too much detail (that will be for a future post), I consider the main variable to be fun/enjoyment and the dynamic variable to be a positive, real social experience. Play 60 offers kids the chance to interact with NFL players, coaches, trainers, and other children in the same age group through events and multimedia. This is something that substitute non-physical activities like TV and video games cannot provide. Although those activities can have a social aspect, it is not always based in reality like participating in sports with peers is.

So based on my variables and the value proposition of Play 60, I have decided to switch my category definition from "physically active lifestyles" to "voluntary daily activities". I believe this category definition is broader, which makes the marketing objective and SOV easier to conceptualize. I welcome any feedback readers have about this change to my marketing plan.