Marketing of Sports activities · 2015. 10. 18. · Threat Analysis •New entrants – Cricket...
Transcript of Marketing of Sports activities · 2015. 10. 18. · Threat Analysis •New entrants – Cricket...
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Marketing of Sports activities
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Marketing
• Marketing is your business seen from the point of view of the stakeholder.
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What is Sports Marketing
• Using sports to sell goods and services
• Sports content assisting marketing efforts
• The objective of any sports organisation is to know
how to win clients and keep them!
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Marketing Sports Activities
“ Communicating the value of an entity’s sports products and services to a target market in order to create a top of the mind position and sustainable profitable demand”
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Key Words
• Products/Services
• Communicate
• Target market
• Demand
• Position
• Profit
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What can be Marketed?
• Courses• Events – Awards, competitions, seminars, Exhibitions• Athletes• Facilities• Symbols and marks• Merchandise• Teams• Programmes – HP, Sport for All
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Sport Organisation Analysis
• SWOT analysis?
• How are we different?
• How are we perceived by our competitors?
• How are we perceived by existing
customers/stakeholders and prospects?
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Stakeholder Analysis
• Who are they?
• Who are the most important?
• What do they want?
• Why do they buy or get involved?
• When do they buy or get involved?
• How do they buy or get involved?
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Africa – Self Check
• Is sport in Africa marketable?
• Do Confederations understand the value of their
brands?
• What Business are we in?
• Who are our stakeholders?
• Who are our competitors?
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Current State of Sport
• Undefined products and services
• Poor event hosting and management
• Lack of research and trend setting
• Export of raw talent, services and opportunities
• Huge sums of money paid to external consultants
• Confusing donations for sponsorship
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Impact To Sport in Africa
• Migration of athletes, coaches abroad
• Export of employment, raw talent and opportunities
• Undervalued products – EPL worth 7Billion Pounds.
Zim PSL $2million in 5 years
• Top athletes shunning Continental events
• Club versus country dilemma
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Servicing - THE differentiating factor!
• Quick stakeholder/supplier relationships
• Clear and added-value advises
• High quality delivery
• Ecological and sustainable products
• Customized service
• Anticipate stakeholder needs
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Changing The Game Plan
• Now business as “Unusual”
• Value addition and beneficiation
• Think global! Act local
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The Game Changer!
• Commodities or products?
• What is Africa marketing?
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Product Vs Market
PRODUCT DEFINITION MARKET DEFINITIONRailroad logistics Moving people and
Copy machines
goods
Petrol manufacturing
Office productivity
Film production
Energy supplier
Encyclopaedias
Dream machine
Air conditionersDistributing knowledge
Climate control
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Marketing Sports – Today and Future
• Understand the environment in the playing field
• Embrace digital era
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Modes of Communicating Products
• DIGITAL – Mobile gadgets, internet protocols, blogs, streaming, TV broadcasting, Sports Apps
• TRADITIONAL – TV, Radio, print, brochures, magazines, outdoor advertisement, top of the line and below the line marketing.
• SOCIAL MEDIA – Twitter, Instagram, Linkedin
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Characteristics of Sports Events
• Unique/different – Same DNA different fingerprints
• Unpredictable
• Perishable
• Captive
• Appealing
• Evoke emotions
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Threat Analysis
• New entrants – Cricket 20/20• Substitutes – Computer games• Bargaining power of suppliers – facilities owners, sports
equipment and apparel suppliers, broadcasters, technical officials, event organisers
• Bargaining power of customers – Athletes, coaches, governments, spectators (netball, rugby), consultants
• Threat of rivals – other sports codes, music, churches, arts, fashion
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Marketing Strategy
Market penetration Promotions Give aways
Product development Packaging Branding Improvements
Marketdevelopment/Expansion/Extension- Road shows etc
Product Diversification
Existing Product New Product
Existing Market
New Market
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Expanded Marketing Mix Vs Segments
Product
Price
Promotion
Place
People
Physical environment
Processes
Mark
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Marketing Sport Activities
• Segmentation – profitable, accessible, sustainable,
significant
• Targeting – shortgun versus Pistol
• Position – if you don’t position yourself, the market
will do it for you
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Segments and products in Sport
• Youth sport – young people e.g. Youth Olympics• Professional players – Premier league, NBA• Women – Women world Cup• Schools – Cadet programme• University students – FISU• Uniformed forces – Millitary Games• Street kids – Homeless World cup• Senior citizens – Sport for all
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Target
• Children (ethics?)• Women• University students• TV audience• Working class• Sponsors• Active mature• Media
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Position
• Athlete centred, coach led
• Safety first
• Premier service
• A leading home of innovation and excellence
• We fly for you
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Marketing Mix: the 4 Ps
• Product: Variety, design, features, brand name, packaging, sizes, services, warranties, returns
• Price: Pricelist, discounts, allowances, payment period, credit terms
• Promotion: Sales promotion, advertising, sales force, public relations, direct marketing, on-line one-to-one
• Place: Coverage, distribution channels, assortment, locations, inventory, transport
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Expanded Marketing Mix -Services
Product
Promotion
Place
Processes
Price
Physicalenvironment
People
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Product
• Quality (should we celebrate mediocrity?)
• Duration/time
• Ambience
• Utility/use
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Place
• How do spectators access? Transport
• Safety/security
• Ambience
• Convenience – time of day
• Who distributes sales – tickets etc
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Price
• Cost of attending – tickets, bus fares, meals• Cost to health and risk of life• Convenience• Credibility• Discounts• Allowances• Payment period• Credit terms
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Promotions
• Loyalty programmes
• Advertising
• Give-aways
• Online, one-on-one
• Sponsorship
• Media
• MessagesReduce noise – disruptions, divergence etc
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People
• Coaches, administrators, athletes, support staff,
volunteers, experts, spectators, vendors, agents
• Training, induction, orientation, career development
• Customer management technology – caring for
sponsors, athletes, coaches, spectators, volunteers
• Knowlwedge transfer and knowledge banks
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Processes
• Technology – results management, stakeholder communication,
publicity, competition management, Doping tests
• Systems – LTAD, LTCD, HP, communication, succession
planning, conflict management
• Policies – selecting awards winners, which sports codes to
include on the Games programme, coach appointment, bidding
process, Doping results management
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Physical Environment
• Ambience
• Branding
• Signage
• Colour coding
• Hygiene and cleanliness
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Where to from here?
• Marketing is no longer an art
• Marketing is no longer a science
• Its now a game changer!
• Its now a way of life!
• Its now “Business as unusual”
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“Doing things the same way over and over and expecting a different result is lunacy”