Sport Marketing

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Sport Marketing

• Todays Lecture
• What is Marketing?
• Understanding Consumers Needs
• Market Selection (STP)
• Marketing Mix (The Four Ps)
• Sport Marketing
• Sponsorship A Unique Relationship
• Branding

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What is Marketing?

• The process of planning and executing the
  conception (product), pricing, promotion, and
  distribution of ideas, goods, and services to
  create exchanges that satisfy individual and
  organizational objectives.

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Understanding Consumers Needs

• You can not market a product to consumers
• without understanding what their needs and
• wants are
• Market Research is completed in order to
• identify consumers needs

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Understanding Consumers Needs (continued)

• Market Research
• Surveys (by telephone, mail, in person)
• Attitudes
• Purchase Behaviours
• Needs, Wants, Demands
• SWOT Analysis

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Market Selection

• Once you have an understanding of what
• consumers want and how they purchase,
• you must decide who you want to sell your
• product to.
• This process is called STP
• (Segmentation, Targeting, Positioning).

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Market Selection (continued)

• Segmentation

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Market Selection (continued)

• Target Marketing

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Market Selection (continued)

• Positioning

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Marketing Mix (The Four Ps)

• Product
• Place
• Price
• Promotions

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Marketing Mix (continued)

• The Promotional Mix

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Marketing Mix (continued)

• Advertising

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Marketing Mix (continued)

• Public Relations
• Media Relations
• Community Relations

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Marketing Mix (continued)

• Sales Promotions
• Personal Selling

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Which P is Which?

• Jamie purchased Toronto Maple Leaf tickets after
  seeing a press conference announcing the trade
  for Phil Kessel. He purchased the tickets over
  the internet. The cost was 100, plus tax and
  service charge, for a total of 120.
• In her Saturday newspaper, Nicole saw a picture
  of a pair of Nike Tennis Shoes being sold at
  Sportcheck for 50 off. On Sunday, she purchased
  the shoes for 75.
• Hayden signed up for a wireless phone plan after
  attending the Telus Skin Games (golf). He signed
  up at a Telus store in his local mall. He got a
  great deal at 20/ month and a free phone with a
  2 year contract.

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What is Sport Marketing?

• The specific application of marketing
• principles and processes to sport products
• and to the marketing of non-sports products
• through association with sport.
• Shank, 1999

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The Sports Product

• A good, a service or a combination of the
• two that is designed to provide benefits to a
• sports spectator, participant or sponsor.
• Shank, 1999

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Sport Marketing

• When conducting Market Segmentation and
• selecting the appropriate Marketing Mix, a sports
  
• marketer must consider the organizations
  external
• environment.
• Socio-cultural Norms
• Natural
• Technology
• Competition
• Economic
• Political/Legal

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Examples of Sports Products

• Sporting Goods
• Shoes
• Clothing
• equipment
• Sport Related Travel
• Golf trips
• Attending a sporting event out of your city
• Sport Facilities
• ACC
• Wrigley Field
• Sporting Events
• Athletes

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What Makes Sport Products Unique?

• Aspects of the sport product are intangible
• 2. Sport is subjective and heterogeneous
• 3. Sport is inconsistent and unpredictable
• 4. Sport is perishable
• 5. Sport evokes an emotional response

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Sponsorship
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Types of Sponsorship

• Facilities
• Athletes
• http//www.youtube.com/watch?vb0AGiq9j_Ak

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Sponsorship and Athletes
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Branding
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Branding and Athletes
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Social Media and Sporting Events

• To be discussed next week in Event Management
  lecture