1 / 29

Sport Marketing: Developing a Strategic Plan for Success

This chapter explores the importance of sport marketing and the process of developing a strategic marketing plan for sport organizations. It covers topics such as mission statements, ethical and social responsibility, market analysis, positioning, consumer analysis, packaging, pricing, promotion, and product placement.

bwyatt
Download Presentation

Sport Marketing: Developing a Strategic Plan for Success

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. chapter9 Sport Marketing F. Wayne Blann, Ketra L. Armstrong

  2. Introduction • Marketing is • Complex • Crucial to overall success • Carries out the mission of the organization • Defining sport marketing Pitts and Stotlar (2002)

  3. Unique Characteristics • Aspects of sport are intangible • Sport is subjective and heterogeneous • Sports are inconsistent and unpredictable • Sport is perishable • Sport involves emotions

  4. Mission, Ethics, and Social Responsibility Need to define • Purpose • Mission statement • Sport marketing practices • Being ethically and socially responsible

  5. Purpose • Every sport organization has a purpose for existing • Purpose is defined in the mission statement

  6. Mission Statement • Reflects values and beliefs • Organizational members work together • Writing the mission statement • Being committed to carrying out the mission • Sport marketing plan is derived from the mission statement

  7. Sport Marketing Practices Sport marketing practices should be • Derived from mission statement • Consistent with mission statement • Completed in a socially and ethically responsible manner

  8. Being Ethically and Socially Responsible • Being responsible is the best way to position a sport product or event in the market • Being responsible helps ensure long-term marketing success and customer satisfaction

  9. Developing a Sport Marketing Plan • Marketing plans serve as road maps or game plans • Marketing plans are key to the success of sport organizations (continued)

  10. Developing a Sport Marketing Plan (continued) • Four primary elements of a marketing plan • Product • Price • Place • Promotion

  11. Step 1:Identify the Purpose • Clarify the purpose • Examine the organization’s core values • Have clearly defined, measurable goals and objectives

  12. Step 2:Analyze the Sport Product • The sport product is three dimensional • Tangible goods • Support services • Game or event itself • The game or event itself is two dimensional • Core product • Product extensions

  13. Step 3:Projecting the Market Climate • Assess the sport climate • Assess the past market climate • Forecast the future market climate • Conduct a SWOT analysis

  14. Step 4:Positioning the Sport Product • Definition Shank (2002) • Objective of positioning • Differentiate from competition • Create a distinctive image (continued)

  15. Step 4:Positioning the Sport Product (continued) • Verbal and nonverbal communications • Logos • Symbols • TV and radio advertisements • PSAs • Press releases • News articles • Feature articles (continued)

  16. Step 4:Positioning the Sport Product (continued) • Distinctive markets • Primary • Secondary • Branding • Name, design, symbol, or any combination • Allows an organization to distinguish and differentiate itself

  17. Step 5:Analyzing and Targeting Consumers • In other words, “picking the players” • Market research • Demographic segmentation • Psychographic segmentation • Media preference • Purchasing behavior (continued)

  18. Step 5:Analyzing and Targeting Consumers (continued) • Market segmentation • Create clusters according to selected characteristics • Used to identify target consumers who have similar wants, needs, and interests • Able to identify specific consumers (continued)

  19. Step 5:Analyzing and Targeting Consumers(continued) • Target marketing • Identify specific consumer groups that will most likely buy company’s products • Develop a strategy to reach them • Customize the elements in the marketing mix

  20. Step 6:Packaging the Sport Product Presenting the product in the best possible manner • Packaging the core product • Packaging the product extensions • Licensed merchandise • Sponsorship

  21. Step 7: Pricing the Sport Product • Marketers should consider four factors when developing a pricing strategy • Consumer • Competitor • Company • Climate (continued)

  22. Step 7: Pricing the Sport Product (continued) • Determining the value of a product • Consumers have attitudes, preferences, beliefs, and expendable money • Product is unique to each consumer • Prices are based on consumers’ interest, ability, and willingness to commit time and money (continued)

  23. Step 7: Pricing the Sport Product (continued) • Final analysis • Determine how consumers perceive the value of the product compared with all competing products • Offer consumers a satisfying consumption experience

  24. Step 8:Promoting the Product Promotions are the most visible aspect of the marketing plan • Advertising • Publicity • Activities and inducements • Public relations • Community relations • Personal selling • Sponsorship

  25. Step 9:Placing the Sport Product • Place refers to • Location of the sport product • Point of origin for distributing the product • Geographical location of target markets • Other channels through which target may access product (continued)

  26. Step 9:Placing the Sport Product (continued) • Sport is unique in the way that it is distributed to consumers • Attending sport events • Nationally and globally • Ticket distribution

  27. Step 10:Promise of the Sport Marketing Plan • Requires obtaining feedback • From inside sources • From outside sources • Requires analysis and evaluation of feedback • Linkage • Being proactive

  28. Challenges and Directions in Sport Marketing • Pressure to increase sales • To generate increased revenues • Risk exaggerating or misrepresenting products • Technology • Rapidly changing • Select technology to stay competitive and remain on the cutting edge (continued)

  29. Challenges and Directions in Sport Marketing (continued) • Nuances in the marketing plan Hip-hop genre • Consumer diversity • Racial and ethnic influences • National and global markets • Developing appropriate and acceptable intercultural communications

More Related