Sport Marketing

Today’s Lecture

1. What is Marketing?

2. Understanding Consumers’ Needs

3. Market Selection (STP)

4. Marketing Mix (The Four P’s)

5. Sport Marketing

6. Sponsorship: A Unique Relationship

7. Branding

What is Marketing?

“The process of planning and executing the conception (product), pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.”

Understanding Consumers’ Needs

You can not market a product to consumers

without understanding what their needs and

wants are

Market Research is completed in order to

identify consumers’ needs

Understanding Consumers’ Needs (continued)

Market Research• Surveys (by telephone, mail, in person)

– Attitudes– Purchase Behaviours– Needs, Wants, Demands

• SWOT Analysis

Market Selection

Once you have an understanding of what

consumers want and how they purchase,

you must decide who you want to sell your

product to.

This process is called STP

(Segmentation, Targeting, Positioning).

Market Selection (continued)

Segmentation

Market Selection (continued)

Target Marketing

Market Selection (continued)

Positioning

Marketing Mix (The Four P’s)

Product:

Place:

Price:

Promotions:

Marketing Mix (continued)

The Promotional Mix

Marketing Mix (continued)

Advertising –

Marketing Mix (continued)

Public Relations –

Media Relations –

Community Relations –

Marketing Mix (continued)

Sales Promotions –

Personal Selling –

Which ‘P’ is Which?• Jamie purchased Toronto Maple Leaf tickets after seeing a

press conference announcing the trade for Phil Kessel. He purchased the tickets over the internet. The cost was $100, plus tax and service charge, for a total of $120.

• In her Saturday newspaper, Nicole saw a picture of a pair of Nike Tennis Shoes being sold at Sportcheck for 50% off. On Sunday, she purchased the shoes for $75.

• Hayden signed up for a wireless phone plan after attending the

Telus Skin Games (golf). He signed up at a Telus store in his local mall. He got a great deal at $20/ month and a free phone with a 2 year contract.

What is Sport Marketing?

“The specific application of marketing

principles and processes to sport products

and to the marketing of non-sports products

through association with sport.”

Shank, 1999

The Sports Product

“A good, a service or a combination of the

two that is designed to provide benefits to a

sports spectator, participant or sponsor.”

Shank, 1999

Sport Marketing

When conducting Market Segmentation and selecting the appropriate Marketing Mix, a sports marketer must consider the organization’s external environment.

Socio-cultural NormsNatural Technology CompetitionEconomicPolitical/Legal

Examples of Sports Products

• Sporting Goods– Shoes– Clothing– equipment

• Sport – Related Travel– Golf trips– Attending a sporting event out of your city

• Sport Facilities– ACC– Wrigley Field

• Sporting Events• Athletes

What Makes Sport Products Unique?

1.Aspects of the sport product are intangible

2. Sport is subjective and heterogeneous

3. Sport is inconsistent and unpredictable

4. Sport is perishable

5. Sport evokes an emotional response

Sponsorship

Types of Sponsorship

• Facilities

• Athleteshttp://www.youtube.com/watch?v=b0AGiq9j_Ak

Sponsorship and Athletes

Branding

Branding and Athletes

Social Media and Sporting Events

• To be discussed next week in Event Management lecture