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Unit 4:Unit 4:
THE SPORT PRODUCTTHE SPORT PRODUCT
Sports MarketingSports Marketing
Mr. ElsesserMr. Elsesser
EXAMINING theEXAMINING the
SPORTS PRODUCT:SPORTS PRODUCT:
The core sport product is intangible.The core sport product is i...
The Sport Product CoreThe Sport Product Core
The core is the event experienceThe core is the event experience
composed of ...
SPORT PRODUCT EXTENSIONSSPORT PRODUCT EXTENSIONS
5 Extensions are built around “The Core” and are5 Extensions are built ar...
SPORT PRODUCT EXTENSIONSSPORT PRODUCT EXTENSIONS
– Ticket and Printed MaterialTicket and Printed Material
• Used as promot...
KEY ISSUES FOR SPORTKEY ISSUES FOR SPORT
PRODUCT MANAGEMENTPRODUCT MANAGEMENT
Managers and Marketers must manage sportMana...
PRODUCT DIFFERENTIATIONPRODUCT DIFFERENTIATION
The act of designing a set of meaningfulThe act of designing a set of meani...
PRODUCT DEVELOPMENTPRODUCT DEVELOPMENT
Product Development includes six basicProduct Development includes six basic
steps:...
PRODUCT POSITIONINGPRODUCT POSITIONING
Focuses on how the consumer will perceiveFocuses on how the consumer will perceive
...
PRODUCT BRANDINGPRODUCT BRANDING
The overall image of a product in its marketThe overall image of a product in its market:...
WAYS TO ESTABLISHWAYS TO ESTABLISH
PRODUCT BRANDINGPRODUCT BRANDING
Product Branding for customer awarenessProduct Brandin...
PRODUCT ANDPRODUCT AND
BRAND CYCLESBRAND CYCLES
All product go through a four stage ProductAll product go through a four s...
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Unit 4 - The Sports Product

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Sports Marketing Notes for Unit 4: The Sports Product

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Unit 4 - The Sports Product

  1. 1. Unit 4:Unit 4: THE SPORT PRODUCTTHE SPORT PRODUCT Sports MarketingSports Marketing Mr. ElsesserMr. Elsesser
  2. 2. EXAMINING theEXAMINING the SPORTS PRODUCT:SPORTS PRODUCT: The core sport product is intangible.The core sport product is intangible. – Ex) Entire franchise or business operationEx) Entire franchise or business operation The sport product is inconsistent fromThe sport product is inconsistent from consumption to consumption.consumption to consumption. The core game or performance is just oneThe core game or performance is just one element of a much larger product.element of a much larger product. The marketer has little control over the coreThe marketer has little control over the core productproduct – Must focus efforts on product extensions.Must focus efforts on product extensions.
  3. 3. The Sport Product CoreThe Sport Product Core The core is the event experienceThe core is the event experience composed of four components:composed of four components: – Game TypeGame Type – PlayersPlayers – EquipmentEquipment – VenueVenue For sport to take place, these basicFor sport to take place, these basic product elements must always beproduct elements must always be present.present.
  4. 4. SPORT PRODUCT EXTENSIONSSPORT PRODUCT EXTENSIONS 5 Extensions are built around “The Core” and are5 Extensions are built around “The Core” and are directly affected by sport successdirectly affected by sport success (winning & $$$$).(winning & $$$$). – Novelties and FantasiesNovelties and Fantasies • Toys, cards, online fantasy games, fantasy camps,Toys, cards, online fantasy games, fantasy camps, autograph sessions.autograph sessions. – Personnel and ProcessPersonnel and Process • Greater communication betweenGreater communication between organization and fans.organization and fans.
  5. 5. SPORT PRODUCT EXTENSIONSSPORT PRODUCT EXTENSIONS – Ticket and Printed MaterialTicket and Printed Material • Used as promotional and sponsorship tools.Used as promotional and sponsorship tools. – Internet/Electronic ProductsInternet/Electronic Products • Keep fans up-to-date and involved.Keep fans up-to-date and involved. – The OrganizationThe Organization • Sports is a business ultimately.Sports is a business ultimately.
  6. 6. KEY ISSUES FOR SPORTKEY ISSUES FOR SPORT PRODUCT MANAGEMENTPRODUCT MANAGEMENT Managers and Marketers must manage sportManagers and Marketers must manage sport products very carefully in an ever-products very carefully in an ever- increasingly competitive industry.increasingly competitive industry. They do so in generally four ways:They do so in generally four ways: 1)1) Product DifferentiationProduct Differentiation 2)2) Product DevelopmentProduct Development 3)3) Product PositioningProduct Positioning 4)4) Product BrandingProduct Branding
  7. 7. PRODUCT DIFFERENTIATIONPRODUCT DIFFERENTIATION The act of designing a set of meaningfulThe act of designing a set of meaningful differences to distinguish the product from adifferences to distinguish the product from a competitor’s product.competitor’s product. – The goal is to Establish a Competitive AdvantageThe goal is to Establish a Competitive Advantage Marketers must use their knowledge andMarketers must use their knowledge and imagination to recognize the ways in whichimagination to recognize the ways in which their products may be distinct in thetheir products may be distinct in the consumers’ minds.consumers’ minds. – Ex. Who do the NY Islanders really want to be?Ex. Who do the NY Islanders really want to be? – Who are they really known as?Who are they really known as?
  8. 8. PRODUCT DEVELOPMENTPRODUCT DEVELOPMENT Product Development includes six basicProduct Development includes six basic steps:steps: 1)1) Generation of IdeasGeneration of Ideas 2)2) Screening of IdeasScreening of Ideas 3)3) Market and Business AnalysisMarket and Business Analysis 4)4) Development of ProductDevelopment of Product 5)5) Market TestingMarket Testing 6)6) Commercialization--mass production andCommercialization--mass production and distributiondistribution
  9. 9. PRODUCT POSITIONINGPRODUCT POSITIONING Focuses on how the consumer will perceiveFocuses on how the consumer will perceive an organization’s product.an organization’s product. Role of the Marketing Team:Role of the Marketing Team: – Research and Answer such questions as:Research and Answer such questions as: • Where does our product fit in the overall marketplace?Where does our product fit in the overall marketplace? • Who is our primary target market?Who is our primary target market? Examples:Examples: – Will hockey be successful in warm climates?Will hockey be successful in warm climates? – Will golf continue to rise in popularity after TigerWill golf continue to rise in popularity after Tiger fades from our minds?fades from our minds? – Will the NFL keep regular season games in Europe?Will the NFL keep regular season games in Europe?
  10. 10. PRODUCT BRANDINGPRODUCT BRANDING The overall image of a product in its marketThe overall image of a product in its market:: – Includes name, colors, logo, style of play, etc.Includes name, colors, logo, style of play, etc. Example:Example: – Yankee pinstripes is a core part of the Yankee Brand.Yankee pinstripes is a core part of the Yankee Brand. – The colorsThe colors greengreen andand yellowyellow represent the Packersrepresent the Packers Brand.Brand.
  11. 11. WAYS TO ESTABLISHWAYS TO ESTABLISH PRODUCT BRANDINGPRODUCT BRANDING Product Branding for customer awarenessProduct Branding for customer awareness and loyalty can be established through manyand loyalty can be established through many methods:methods: – Tangible Product ExtensionTangible Product Extension • MerchandiseMerchandise – Star Players/CoachesStar Players/Coaches • Joe Torre, Bill Parcells, Terry Francona, Derek JeterJoe Torre, Bill Parcells, Terry Francona, Derek Jeter – All gave their associated teams an imageAll gave their associated teams an image.. – Distinct patents/TrademarksDistinct patents/Trademarks • Nike SwooshNike Swoosh – History and TraditionHistory and Tradition • PGA’s Green Jacket, NYYPGA’s Green Jacket, NYY – Festival and SpectacleFestival and Spectacle • PROMOTE, PROMOTE, PROMOTEPROMOTE, PROMOTE, PROMOTE
  12. 12. PRODUCT ANDPRODUCT AND BRAND CYCLESBRAND CYCLES All product go through a four stage ProductAll product go through a four stage Product Life Cycle:Life Cycle: – Introduction StageIntroduction Stage • Low profit, high expenseLow profit, high expense – Growth StageGrowth Stage • Growing profits, still great expenseGrowing profits, still great expense – Maturity StageMaturity Stage • Leveling of profits and expenseLeveling of profits and expense – Decline StageDecline Stage • Profits declining, decisions for produce future need toProfits declining, decisions for produce future need to made.made. What stage of the life cycle do you thinkWhat stage of the life cycle do you think your favorite sport is in?your favorite sport is in?

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