2.03 Product Mix. Merchandising opportunities for sports/events Clothing Toys Collectibles.
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Transcript of 2.03 Product Mix. Merchandising opportunities for sports/events Clothing Toys Collectibles.
2.03
Product Product MixMix
Merchandising opportunities for sports/events
• Clothing• Toys• Collectibles
Risks associated with merchandising opportunities
• Poor attendance• Poor team support• Team W/L record• Poor year by player• Player gets released/traded
Pros/Cons of using “branded” merchandise
Pros• Increase revenue
potential• Increase brand
awareness• Increase brand equity
Cons• Manufacturing quality
issues• Loss of complete
control over brand• Possible
overproduction of merchandise
Identify sources of merchandising ideas
• Team
• Merchandising partners
• Competition (Direct & Indirect)
• Fans
Factors affecting the choice of merchandising options
• Type of team/event• Cost/price• Time to market• Appropriateness of product
Determining merchandising opportunities
• Type of team/event
• Popularity of team/event
• Event facility (indoor/outdoor)
• Potential partners
Goods and servicesneeded for an event
• Event goals• Event projections (attendance, media)• Checklist
– Participants– Fans– Employees– Sponsors– Other
Bundling/packaging extra amenities with tickets
• Increase demand that is normally low
• Reach fans with different preferences (concessions vs. game experience)
• Ex: ticket with all-you-can-eat option
Why not to bundle/package extra amenities with tickets
• Higher profits with a la carte prices• Ensure access to games for all customers
Identify effective bundling/packaging ideas
• Season tickets• Ticket packages• Ticket and food• Ticket and merchandise
Pre-season booking strategy
• Start selling prior to start of season• Factor into overall sales goals• Take advantage of excitement over new
players/coaches
Info needed to develop a pre-season booking strategy
• Sales forecast• Revenue goals• New (players/coaches/stadium)• Season schedule
Types of ticket-sales programs
• Season tickets
• Luxury suites/club seating
• Packaged tickets
• Single-game tickets
• Secondary tickets
The need for a ticket-sales program
• Sales goals– Season tickets– Luxury suites/club seating– Daily capacity
Using technology for ticket-sales programs
Offering hospitality options
• Relationship marketing• Value-added for sponsors• Reward for employees
Examples of hospitality options
• Party for sponsors/participants• Hospitality suite/tent• Post-game access to players
Considerations in selecting hospitality options
• Type of event• Number of sponsors• Transportation• Security