Sport Marketing Ch 6
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Transcript of Sport Marketing Ch 6
Sport MarketingChapter 6 BUSI 252Professor Conrad
The Sport Product
▪ What it is▪ Core Product▪ Product Extensions▪ Grassroots Ideas▪ Sport Product Strategy
What is the Sport Product?
Complex package of tangible and intangible
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
Core and Extensions
CORE
Apparel and
equipment
Rules Techniqu
es
Star Power Venue
Fan Behavior
Personnel and
process
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
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
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
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
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/