Sport Marketing Ch 6
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Transcript of Sport Marketing Ch 6
![Page 1: Sport Marketing Ch 6](https://reader035.fdocuments.in/reader035/viewer/2022062503/58eea9ec1a28abef198b45cf/html5/thumbnails/1.jpg)
Sport MarketingChapter 6 BUSI 252Professor Conrad
![Page 2: Sport Marketing Ch 6](https://reader035.fdocuments.in/reader035/viewer/2022062503/58eea9ec1a28abef198b45cf/html5/thumbnails/2.jpg)
The Sport Product
▪ What it is▪ Core Product▪ Product Extensions▪ Grassroots Ideas▪ Sport Product Strategy
![Page 3: Sport Marketing Ch 6](https://reader035.fdocuments.in/reader035/viewer/2022062503/58eea9ec1a28abef198b45cf/html5/thumbnails/3.jpg)
What is the Sport Product?
Complex package of tangible and intangible
![Page 4: Sport Marketing Ch 6](https://reader035.fdocuments.in/reader035/viewer/2022062503/58eea9ec1a28abef198b45cf/html5/thumbnails/4.jpg)
What is the Sport Product?
▪ Complex package of tangible and intangible▪ Inconsistent from consumption to consumption▪ Core game/performance is just one element▪ Core is uncontrollable, focus on extensions
![Page 5: Sport Marketing Ch 6](https://reader035.fdocuments.in/reader035/viewer/2022062503/58eea9ec1a28abef198b45cf/html5/thumbnails/5.jpg)
Core and Extensions
CORE
Apparel and
equipment
Rules Techniqu
es
Star Power Venue
Fan Behavior
Personnel and
process
![Page 6: Sport Marketing Ch 6](https://reader035.fdocuments.in/reader035/viewer/2022062503/58eea9ec1a28abef198b45cf/html5/thumbnails/6.jpg)
Core and Extensions
EXTENSIONS
Memories and
artifacts
Hybrid product
s
Novelties and
fantasies
Electronic
products
Printed materia
lEXTENSION
SHistory, artifacts
Toys, novelties, trading
cards, fan events
Advertising,
partnerships,
collectable programs
QR codes, electronic games, music, fantasy league
Magazines, newsletters
![Page 7: Sport Marketing Ch 6](https://reader035.fdocuments.in/reader035/viewer/2022062503/58eea9ec1a28abef198b45cf/html5/thumbnails/7.jpg)
Product Positioning
▪ In the mind’s of the consumer▪ Occurs at all levels…. Little league to pros▪ Differentiation = what sets you apart from
competitors▪ Determine real point of difference and
work out ▪ Perceptual mapping a very valuable tool
![Page 8: Sport Marketing Ch 6](https://reader035.fdocuments.in/reader035/viewer/2022062503/58eea9ec1a28abef198b45cf/html5/thumbnails/8.jpg)
Brands and Branding
▪ Created/retained in the names, marks, designs image of any product element▪ Brand equity –Value of a product by virtue of its brand name–Name/image on a product worth more than a
generic product of similar quality▪ Brand equity components for sport
marketing–Name recognition or awareness
![Page 9: Sport Marketing Ch 6](https://reader035.fdocuments.in/reader035/viewer/2022062503/58eea9ec1a28abef198b45cf/html5/thumbnails/9.jpg)
Brands and Branding
▪ Brand equity –Value of a product by virtue of its brand name–Name/image on a product worth more than a
generic product of similar quality▪ Brand equity components for sport
marketing–Name recognition or awareness–Strong mental or emotional associations–Perceived brand quality–Strong customer loyalty
![Page 10: Sport Marketing Ch 6](https://reader035.fdocuments.in/reader035/viewer/2022062503/58eea9ec1a28abef198b45cf/html5/thumbnails/10.jpg)
Guess the brand value….
$15,000,000,000
$11,500,000,000
$5,000,000,000
The Forbes Fab 40: The World’s Most Valuable Sports Brandshttps://www.forbes.com/