Sports Product HSS 3000/5263 Sport Marketing Brian Turner.
-
Upload
solomon-wilson -
Category
Documents
-
view
218 -
download
0
Transcript of Sports Product HSS 3000/5263 Sport Marketing Brian Turner.
![Page 1: Sports Product HSS 3000/5263 Sport Marketing Brian Turner.](https://reader035.fdocuments.us/reader035/viewer/2022062315/56649e4a5503460f94b3e452/html5/thumbnails/1.jpg)
Sports ProductSports Product
HSS 3000/5263
Sport Marketing
Brian Turner
![Page 2: Sports Product HSS 3000/5263 Sport Marketing Brian Turner.](https://reader035.fdocuments.us/reader035/viewer/2022062315/56649e4a5503460f94b3e452/html5/thumbnails/2.jpg)
What is the sport product?
• “… a good, a service, or any combination of the two that is designed to provide benefits to a sports spectator, participant, or sponsor”
![Page 3: Sports Product HSS 3000/5263 Sport Marketing Brian Turner.](https://reader035.fdocuments.us/reader035/viewer/2022062315/56649e4a5503460f94b3e452/html5/thumbnails/3.jpg)
What is the sport product?
• Goods
• Services
![Page 4: Sports Product HSS 3000/5263 Sport Marketing Brian Turner.](https://reader035.fdocuments.us/reader035/viewer/2022062315/56649e4a5503460f94b3e452/html5/thumbnails/4.jpg)
What is the sport product?
• Tangibility
• Standardization/consistency
• Perishability
• Separability
![Page 5: Sports Product HSS 3000/5263 Sport Marketing Brian Turner.](https://reader035.fdocuments.us/reader035/viewer/2022062315/56649e4a5503460f94b3e452/html5/thumbnails/5.jpg)
Branding
• “…name, design, symbol, or any combination that a sports organization uses to help differentiate its products from the competition”
![Page 6: Sports Product HSS 3000/5263 Sport Marketing Brian Turner.](https://reader035.fdocuments.us/reader035/viewer/2022062315/56649e4a5503460f94b3e452/html5/thumbnails/6.jpg)
Branding
• Brand names– Element of the brand that can be vocalized– Guidelines
• Positive, distinctive, generate positive feelings and associations, be easy to remember, and easy to pronounce
• Translatable to a dynamite attitude-oriented logo
• Imply the benefits the sports product delivers
• Consistent with the image of the rest of the product lines, organization, and/or city
• Legally and ethically permissible
![Page 7: Sports Product HSS 3000/5263 Sport Marketing Brian Turner.](https://reader035.fdocuments.us/reader035/viewer/2022062315/56649e4a5503460f94b3e452/html5/thumbnails/7.jpg)
Branding
• Brand mark or logo
![Page 8: Sports Product HSS 3000/5263 Sport Marketing Brian Turner.](https://reader035.fdocuments.us/reader035/viewer/2022062315/56649e4a5503460f94b3e452/html5/thumbnails/8.jpg)
Branding Process
• Brand awareness
• Brand image
• Brand equity
![Page 9: Sports Product HSS 3000/5263 Sport Marketing Brian Turner.](https://reader035.fdocuments.us/reader035/viewer/2022062315/56649e4a5503460f94b3e452/html5/thumbnails/9.jpg)
Branding Process
• Brand Loyalty
![Page 10: Sports Product HSS 3000/5263 Sport Marketing Brian Turner.](https://reader035.fdocuments.us/reader035/viewer/2022062315/56649e4a5503460f94b3e452/html5/thumbnails/10.jpg)
What is a licensed product?
• “… not manufactured by leagues, teams, or schools, but rather by independent companies under an agreement with a sport entity.”
• Licensing– “…a contractual method of developing and
exploiting intellectual property by transferring the rights of use to third parties without transfer of ownership.”
![Page 11: Sports Product HSS 3000/5263 Sport Marketing Brian Turner.](https://reader035.fdocuments.us/reader035/viewer/2022062315/56649e4a5503460f94b3e452/html5/thumbnails/11.jpg)
What is a licensed product?
• Trademark– “… any word, name, symbol, or device or
combination thereof adopted and used by a manufacturer or merchant to identify his goods and distinguish them from those manufactured or sold by others.”
![Page 12: Sports Product HSS 3000/5263 Sport Marketing Brian Turner.](https://reader035.fdocuments.us/reader035/viewer/2022062315/56649e4a5503460f94b3e452/html5/thumbnails/12.jpg)
What is a licensed product?
• Trademark infringement– “… the reproduction, counterfeiting, copying,
or imitation in commerce of a registered mark.” – Bars companies that do not pay for the right to
use these trademarks from manufacturing products bearing those marks.
![Page 13: Sports Product HSS 3000/5263 Sport Marketing Brian Turner.](https://reader035.fdocuments.us/reader035/viewer/2022062315/56649e4a5503460f94b3e452/html5/thumbnails/13.jpg)
What makes licensing work?
• Intangibility of sport
• Support/involvement with a team
• Brand awareness
![Page 14: Sports Product HSS 3000/5263 Sport Marketing Brian Turner.](https://reader035.fdocuments.us/reader035/viewer/2022062315/56649e4a5503460f94b3e452/html5/thumbnails/14.jpg)
What makes licensing work?
• Licensee advantages– Positive association with the sports entity
– Greater levels of brand awareness
– Save time/money in building brand equity
– Receive initial distribution with retailers
– Expanded and improved shelf space
– May be able to charge higher prices
• Licensee disadvantages– Athlete, league, or sport may fall into disfavor
– Success depends on success of team
– Styles change quickly
![Page 15: Sports Product HSS 3000/5263 Sport Marketing Brian Turner.](https://reader035.fdocuments.us/reader035/viewer/2022062315/56649e4a5503460f94b3e452/html5/thumbnails/15.jpg)
What makes licensing work?
• Licensor advantages– Expansion into new markets– Generate awareness of the sports entity– Increase its brand equity– Very little risk
• Licensee disadvantages– May lose some control over the elements of the
marketing mix
![Page 16: Sports Product HSS 3000/5263 Sport Marketing Brian Turner.](https://reader035.fdocuments.us/reader035/viewer/2022062315/56649e4a5503460f94b3e452/html5/thumbnails/16.jpg)
How does licensing work?
• Licensees pay an initial, one-time licensing fee
• They take on production issues and assume risk by manufacturing product
• They then pay a royalty for the use of specific trademarks on specific products
![Page 17: Sports Product HSS 3000/5263 Sport Marketing Brian Turner.](https://reader035.fdocuments.us/reader035/viewer/2022062315/56649e4a5503460f94b3e452/html5/thumbnails/17.jpg)
Licensed-Product Revenues
Retail Sales of Licensed
Sport Products in the US
• 1990 -
• 1995 -
• 1996 -
![Page 18: Sports Product HSS 3000/5263 Sport Marketing Brian Turner.](https://reader035.fdocuments.us/reader035/viewer/2022062315/56649e4a5503460f94b3e452/html5/thumbnails/18.jpg)
Approach of ProfessionalSport Leagues
• NFL
• MLB
• NHL
• NBA
![Page 19: Sports Product HSS 3000/5263 Sport Marketing Brian Turner.](https://reader035.fdocuments.us/reader035/viewer/2022062315/56649e4a5503460f94b3e452/html5/thumbnails/19.jpg)
Collegiate Licensing
• Up to the 1970s, manufacturers did not pay royalties
• Significant revenues began in the late 1980s
![Page 20: Sports Product HSS 3000/5263 Sport Marketing Brian Turner.](https://reader035.fdocuments.us/reader035/viewer/2022062315/56649e4a5503460f94b3e452/html5/thumbnails/20.jpg)
Quality
• Service quality– SERQUAL– TEAMQUAL
![Page 21: Sports Product HSS 3000/5263 Sport Marketing Brian Turner.](https://reader035.fdocuments.us/reader035/viewer/2022062315/56649e4a5503460f94b3e452/html5/thumbnails/21.jpg)
Quality
• Product quality– Performance– Features– Reliability– Conformance– Durability– Serviceability– Aesthetics– Perceived quality
![Page 22: Sports Product HSS 3000/5263 Sport Marketing Brian Turner.](https://reader035.fdocuments.us/reader035/viewer/2022062315/56649e4a5503460f94b3e452/html5/thumbnails/22.jpg)
New Sports Products
• New products from organizational perspective– New to the world– New product category entries– Product line extensions– Product improvements– Repositionings
![Page 23: Sports Product HSS 3000/5263 Sport Marketing Brian Turner.](https://reader035.fdocuments.us/reader035/viewer/2022062315/56649e4a5503460f94b3e452/html5/thumbnails/23.jpg)
New Sports Products
• New products from the consumer’s perspective– Discontinuous innovations– Dynamically continuous innovations– Continuous innovations
![Page 24: Sports Product HSS 3000/5263 Sport Marketing Brian Turner.](https://reader035.fdocuments.us/reader035/viewer/2022062315/56649e4a5503460f94b3e452/html5/thumbnails/24.jpg)
New Product Development
• Idea generation
• Idea screening
• Analysis of the concept or potential
• Development
• Test marketing
• Commercialization
![Page 25: Sports Product HSS 3000/5263 Sport Marketing Brian Turner.](https://reader035.fdocuments.us/reader035/viewer/2022062315/56649e4a5503460f94b3e452/html5/thumbnails/25.jpg)
New Product Success Factors
• Product considerations– Trialability– Observability– Perceived complexity– Relative advantage– Compatibility
![Page 26: Sports Product HSS 3000/5263 Sport Marketing Brian Turner.](https://reader035.fdocuments.us/reader035/viewer/2022062315/56649e4a5503460f94b3e452/html5/thumbnails/26.jpg)
New Product Success Factors
• Other marketing mix considerations– Pricing– Promotion– Distribution
• Marketing environment considerations– Competition– Consumer tastes– Demographics
![Page 27: Sports Product HSS 3000/5263 Sport Marketing Brian Turner.](https://reader035.fdocuments.us/reader035/viewer/2022062315/56649e4a5503460f94b3e452/html5/thumbnails/27.jpg)
Product Life Cycles
• Introduction
• Growth
• Maturity
• Decline
![Page 28: Sports Product HSS 3000/5263 Sport Marketing Brian Turner.](https://reader035.fdocuments.us/reader035/viewer/2022062315/56649e4a5503460f94b3e452/html5/thumbnails/28.jpg)
Product Life Cycles
• Fad
• Classic
• Seasonal