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Hello!. Chapter 4 Marketing Products and Services Through Sports Wheaties Project. Chapter 4. Marketing Products and Services Through Sports. Power of a New Market. Women make 80% of all purchasing decisions. Spend more than $5 billion a year on sportswear

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  1. Hello! Chapter 4 Marketing Products and Services Through Sports Wheaties Project

  2. Chapter 4 Marketing Products and Services Through Sports

  3. Power of a New Market • Women make 80% of all purchasing decisions. • Spend more than $5 billion a year on sportswear • Steffi Graf and Gabriela Sabatini earned $6.5 million and $4 million in endorsements in 1994

  4. Think of the status of women’s athletics in our school • How does the funding compare to men’s athletics? • How does the attendance at women’s events compare? • How can marketing help women’s sports at LNS? • What type of marketing would help promote women’s sports at LNS?

  5. How are companies, the media, cities, and consumers all involved in buying and selling products through sports? • Companies buy the rights to advertise through sports • TV & Radio sell broadcast time to teams and sponsors • Cities buy rights to host teams and sell the idea to taxpayers • Consumers buy products advertised during the game

  6. The Power of Sports • Power of emotional ties • Intense love, hate, joy or disappointment over sports • Some are proud of their city • Some are intrigued by the skill or psychology of the players • Men openly cried at the last game of the original Cleveland Browns game in 1995 • Owner Art Modell received hate mail and bomb threats

  7. Continued… • Victory causes powerful emotions too • Rioting after championship games • 1998 Chicago Bulls and Kentucky Wildcats • Fans will overlook an athletes tasteless or criminal behavior as long as he or she still scores or entertains. • Mike Tyson fights after he was recently released from prison • Fans paid $49.95 to watch Tyson fight • Tyson made $100 million dollars that year • Fans will make loyal customers of products they learn about through event advertising

  8. Reasons to become a sponsor • Increase sales • Introduce a new product or service to a large audience • Compete where many potential customers are in one place • Interested target market • Goodwill of the audience • Commitment to the community • Enter new markets • Entertain clients, employees, or potential customer • Enhance the companies’ image

  9. How Companies Decide • Many companies that want to advertise their products through sports hire outside consulting firms to help • Others start their own marketing groups within their marketing department. • ESPN CHILTON Sports Poll. • One of the largest firms • Offers demographic data, info about the mood of the sports consumer at any time, and advise on how to attract a particular market

  10. Return • Is the profit the sponsor earns from its support of an athlete or team. • Think of the local businesses that sponsor sports in Lincoln. Do they see an increase in business?

  11. Niche Market • Involves researching a target market to determine the specific items or services a small group of people will buy. • Common niche markets (men & women) in different age groups • 12-24, 25-34, 35-44, 45-54, 55 and up • Different ethnic groups • Can you think of an example of this?

  12. Affinity Sports • Niche markets whose participants are just as passionate about their sport • Examples—bass fishing; jump roping • Lots of participants & significant tournaments nationwide

  13. Assignment • Pick athlete or entertainer for the box cover • Think about popularity • Think about recent events • Design box with marketing principles in mind • Don’t want a pic of athlete making a mistake • Make it catchy and appealing to the eye • Use Whatever resources you choose • Computer • Paper and markers • Etc…

  14. On Back of Wheaties Box • Tell why you chose who you did • Why they would be a good fit for Wheaties? • What market are you going after with the person you chose? • Are there recent events that helped you make your decision?

  15. Examples

  16. Review • What is a niche market? • What is an affinity sport? • Later: • NWBA Project

  17. NWBA Project • Yesterday you should have focused on 1-4 • Today’s focus: #5 & #6 • Tomorrow: #7 Poster • Turn in on Monday

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