Скачать презентацию chapter 7 The Sport Product Objectives
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Скачать презентацию chapter 7 The Sport Product Objectives
Скачать презентацию chapter 7 The Sport Product Objectives
chapter 7 The Sport Product
Objectives • To recognize the elements of the sport product that contribute to its uniqueness in the wider marketplace of goods and services • To learn the process involved in product development as well as its relation to the concept of the product life cycle • To understand product positioning, product image, and product branding and their roles in successful sport marketing
The Sport Product • The sport product is any bundle or combination of qualities, processes, and capabilities that a buyer expects will satisfy wants and needs. • It is inconsistent in nature. • The game itself is only a small part of the ensemble. • The sport marketer has little control over it.
The Event Experience: The Core Element • • Game form (rules or techniques) Players Equipment Venue
Product Extensions: Those Things That Enhance the Experience • • Coaches Tickets Luxury boxes Programs Video screens Music Memorabilia Mascots
The Game Form • Rules and techniques • Special features that may make a sport product especially attractive to certain consumers • Individual moves
Star Power • A presence that transcends the actual playing. • Today's players, coaches, and owners are extended beyond the event. • Star talent, or its absence, can make or break entire leagues. • Sponsors are keys to broad product extension.
Equipment • • • Needed to compete Tangible Enhances experience Demonstrates affiliation Separates players from nonplayers
Venue • It is the place for distribution. • Teams and franchises are closely aligned with their venues. • Memories are created. • Communities are created. • It provides significant revenue streams during and outside of game days.
Personnel • Point of contact for customer • Disney’s guest-centered philosophy – Emphasize common courtesy. – Make "extratransactional" encounters with customers, beyond what they normally expect. – Be proactive. – Increase complaints. – Develop a theme and a consistent ethos of service that cascade through the venue. – Incorporate personnel procedures and training into company policy.
The Ticket and Other Print and Electronic Materials • Tickets used both as a promotional tool and as a source of revenue • Personal seat licenses • Programs • Magazines • Newsletters • Web sites • DVDs
The Organization All elements of the product are under one umbrella.
Sport Product Strategy • • Differentiation Product development Product position Brands and branding
Production Differentiation: WNBS vs. ABL • • Markets and venues Star appeal Television Season of play
Product Differentiating • What makes one product different from another • LPGA tournament vs. NFL game – – Game form Viewing situation Proximity to action Interaction with players
Product Development • Generation of ideas • Screening and implementation of ideas
Product Innovations • Relative advantage of the new product over old preferences • Complexity or difficulty in adoption and use • Compatibility with consumer values • Divisibility into smaller trial portions • Communicability of benefits
Positioning • It is how customers locate proposed and present brands in the market. • It defines the market that will be targeted. • It assists the sport marketer in understanding how customers see their market. • Based on that information, the marketer can maintain position or attempt to reposition the product.
Sergio Zyman: Managing the Five Images of Any Organization or Product • • • Trademark imagery Product imagery Associative imagery User imagery Usage imagery
Perceptual Mapping • Select two attributes of product. • Place each on an axis. • Pool consumers to rate product on attributes (scale of 1 to 10). • Information will assist in determining product position in the market.
Potential Attributes • • Level of excitement Price Proximity to action Level of performance Authenticity Affiliation Socialization
Brand Equity • • Name recognition or awareness Strong mental or emotional associations Perceived brand quality Strong customer loyalty
Product Life Cycle • • Introduction Growth Maturity Decline
Speculations About Sport Product Life Cycles • Game forms that enjoy any kind of maturity seem to be resistant to decline. • Teams and franchises have much more volatile and unpredictable cycles than those of their overall sports. • Equipment cycles appear more technologydriven than apparel cycles. • Apparel cycles blend the more stable trends in game forms with wide fluctuations in fashion.
Скачать презентацию chapter 7 The Sport Product Objectives
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