1 / 98

CHAPTER 7

CHAPTER 7. SEGMENTATION, TARGETING, AND POSITIONING. Segmentation - Grouping consumers together with common needs. Segmentation Bases: Demographic Geographic Psychographic Benefits Geodemographic Behavioral. Segmentation – Modern Family Life Cycle.

kaden
Download Presentation

CHAPTER 7

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. CHAPTER 7 SEGMENTATION, TARGETING, AND POSITIONING

  2. Segmentation - Grouping consumers together with common needs Segmentation Bases: • Demographic • Geographic • Psychographic • Benefits • Geodemographic • Behavioral

  3. Segmentation – Modern Family Life Cycle

  4. Targeting - Evaluating the various segments and selecting the one(s) that promises the best ROMI Successful Targets Must (Be): • Sizable • Measurable • Reachable • Demonstrate Behavioral Variation

  5. high price conservative extreme low price Positioning - Finding a way to fix your product in the minds of consumers Perceptual Mapping

  6. Six Attributes of Sports • Strength, speed vs. methodical, precise movements • Athletes only as participants vs. athletes + recreational participants • Skill emphasis on impact with object vs. skill emphasis on body movement • Practice primarily alone vs. primarily with others • A younger participant in the sport vs. wide age range of participants • Less masculine vs. more masculine

  7. Perceptual Map for Sports

  8. CHAPTER 8 SPORTS PRODUCT CONCEPTS

  9. CHAPTER 7 SEGMENTATION, TARGETING, AND POSITIONING

  10. Segmentation - Grouping consumers together with common needs Segmentation Bases: • Demographic • Geographic • Psychographic • Benefits • Geodemographic • Behavioral

  11. Segmentation – Modern Family Life Cycle

  12. Targeting - Evaluating the various segments and selecting the one(s) that promises the best ROMI Successful Targets Must (Be): • Sizable • Measurable • Reachable • Demonstrate Behavioral Variation

  13. high price conservative extreme low price Positioning - Finding a way to fix your product in the minds of consumers Perceptual Mapping

  14. Six Attributes of Sports • Strength, speed vs. methodical, precise movements • Athletes only as participants vs. athletes + recreational participants • Skill emphasis on impact with object vs. skill emphasis on body movement • Practice primarily alone vs. primarily with others • A younger participant in the sport vs. wide age range of participants • Less masculine vs. more masculine

  15. Perceptual Map for Sports

  16. Sports Product Concepts • Sports Product - Good, Service or Combination of the two that is designed to provide benefits to a sports spectator, participant, or sponsor.

  17. Goods and Services as Sports Products (The Good/Service Continuum) • Intangibility – cannot be seen, felt, tasted • Inseparability – simultaneous production and consumption • Heterogeneity – potential for high variability • Perishability – cannot be inventoried or saved

  18. Classification Of Sports Products • Product Mix - All the different products and services a firm offers • Product Line - Groups of individual products that are closely related in some way • Product Item - Any specific version of a product that can be designated as a distinct offering

  19. Product Characteristics Branding Total Product Product Quality Product Design

  20. Branding • Name,design, symbol, or any combination • Broad purpose of branding is for a product to distinguish and differentiate itself from all other products • Some great sports names include the Macon Whoopie, Louisiana Ice Gators

  21. Brand Names • What’s in a name? • Easy to say, generates positive feelings and associations • Translatable into a successful logo • Consistent with rest of product lines, city, or organization • Legally and ethically permissible

  22. Branding Process Brand Awareness Brand Image Brand Equity Brand Loyalty

  23. Model of Brand Equity

  24. Licensing • Contractual agreement whereby a company may use another company’s branding in exchange for a royalty or fee • Booming business (e.g., NBA has 150 licenses) with $13.65 billion • NFL (3.6) NBA (2.6) Colleges (2.0) MLB (1.9) NHL (1.2) • CAPS (Coalition to Advance the Protection of Sports Logos)

  25. Sports Product Quality • Quality of Services • Quality of Goods

  26. Nature of Service Quality EXPECTED SERVICE LEVELS PERCEIVED SERVICE LEVELS

  27. Expected Service Levels • Service Promises (ads, price) • Word-of-Mouth • Past Experience

  28. Perceived Service Levels -Service Quality Dimensions • Tangibles – Physical facilities, appearance of personnel, equipment • Reliability – Ability to perform the service dependably, accurately, consistently • Responsiveness – Willingness to provide prompt service to customers • Assurance – Trust, knowledge, and courtesy of employees • Empathy – Caring, individualized attention to customers

  29. Quality of Goods Dimensions • Performance • Features • Conformity to Specifications • Reliability • Durability • Serviceability • Aesthetic Design

  30. Product Design - Aesthetics, Style and Function of the ProductRELATIONSHIP AMONG PRODUCT DESIGN, TECHNOLOGY, AND PRODUCT QUALITY Technological Environment Product Design Product Quality

  31. CHAPTER 9 MANAGING SPORTS PRODUCTS

  32. New Sports Products From the Perspective of the Organization • New-to-the-World Products • New Product Category Entries • Product Line Extensions • Product Improvements • Repositionings

  33. New Sports Products From the Perspective of the Consumer • Discontinuous Innovations • Dynamically Continuous Innovations • Continuous Innovations

  34. New Product Development Process • Idea generation • Screening • Business analysis/Concept testing • Development • Test marketing • Commercialization

  35. New Product Screening Checklist General Characteristics of New Product/Service • Profit potential • Existing and potential competition • Size of overall market • Level of investment • Level of risk

  36. New Product Screening Checklist Marketing Characteristics of New Product/Service • Fit with marketing capabilities • Effect on existing products and services • Appeal to current consumer markets • Existence of differential advantage • Impact on image Production Characteristics of New Product/Service • Fit with production capabilities • Ability to produce at competitive prices • Availability of labor and material resources

  37. Product Life Cycle INTRO GROWTH MATURITY DECLINE Total Industry Sales Eliminate or Extend $$ Maintain Differentiate Awareness TIME

  38. Selected Product Life Cycle Patterns

  39. Diffusion of Innovations – Rate at which new sports products spread throughout the marketplace Factors influencing the rate of diffusion: • New product characteristics • Perceived newness of the innovation • Nature of the communication network

  40. Diffusion of Innovations Types of Adopters • Innovators • Early Adopters • Early Majority • Late Majority • Laggards

  41. Model of the Rate of Diffusion

  42. CHAPTER 10 PROMOTION CONCEPTS

  43. Promotional Concepts • COMMUNICATION - Process of establishing a “oneness” between the sender and receiver • PROMOTION MANAGEMENT - Focus on the promotional element of the marketing mix

  44. Promotion Mix Elements • Sales Promotions • Public or Community Relations • Sponsorship • Personal Selling • Advertising

  45. Communications Process Source Encoding Message Noise Feedback Medium Decoding Receiver

  46. Promotion Planning • Target market considerations • Promotional objectives • Establishing promotional budgets • Choosing an integrated promotional mix

  47. Target Market Considerations • Push strategy • Pull strategy

  48. Promotional Objectives - The Hierarchy of Effects • Unawareness • Awareness • Knowledge • Liking • Preference • Conviction • Action

  49. Promotional Budgets • Arbitrary allocation • Competitive parity • Percentage of sales • Objective and task method

  50. Integrating the Promotional Mix • Integrated Marketing Communications - Concept by which a sports organization carefully integrates and coordinates its many promotional mix elements to deliver a unified message about the organization and its products.

More Related