Post on 28-Dec-2015
Sports & Entertainment Marketing
Mr. Bernstein
Develop a Marketing Plan, pp 256-259
May 21, 2013
2
Sports & Entertainment MarketingMr. Bernstein
Marketing PlanGuides the marketing processIs built on Market ResearchIncludes:
Description of Target Market(s)Overview of Marketing ObjectivesReview of Marketing StrategiesMarketing Budget
3
Sports & Entertainment MarketingMr. Bernstein
Marketing Strategies: The Marketing Mix
4
Sports & Entertainment MarketingMr. Bernstein
Product StrategyProduct Mix based on Market ResearchFeatures and Benefits meet the wants and needs of
Target MarketConsider:
Branding, packaging and labelingProduct positioning vs. competition
5
Sports & Entertainment MarketingMr. Bernstein
Place StrategyDelivery of goods or services to Target MarketAKA Distribution StrategyUnderstand the channels of distributionIncludes Location and Layout decisionsOnline distribution important in many businessesMobile technology is growing rapidly
6
Sports & Entertainment MarketingMr. Bernstein
Promotion StrategySee slides dated May 13, 2013Analyze the four possible elements of a Promotional
Strategy: Advertising, Publicity, Promotions and Personal Selling
Consider costs
7
Sports & Entertainment MarketingMr. Bernstein
Price Strategy and the Factors Affecting PriceCosts – Fixed or VariableSupply and DemandConsumer PerceptionsCompetitionWhat are your objectives?
Return on InvestmentGaining Market ShareCash Flow / Survival (hopefully not!)