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Participants as Consumers - Tash

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									    Business 366 Sports Marketing


Participants as Consumers
             Lecture #4
             9/22/2009


                                    1
          9/15 Class Agenda
•   Class Presentations
•   Break
•   Assign Groups & Group Project
•   Lecture #4 Participants as Consumers
•   Assignments for Next Class



                                           2
  Class Presentation Schedule
          9/15               9/22
Robert Browning    Christy Coates
Ashley Duckworth   Logan Faircloth
Chris Henderson    Amber Holt
Julius Powell      Jamie Safrit
Anthony Silvers    Evan Taylor
Josh Carter        Justin Sanders
William Aldridge   Shay Boulwares


                                     3
                                      Groups
       1                  2                  3                4                 5
William Aldridge   Robert Browning    Joshua Carter     Christy Coates   John Cook
Brandon Davis      Ashley Duckworth   Logan Faircloth   Chase Garrett    Chris Henderson
Amber Holt         Ronald Kinsley     Julius Powell     Travis Rigdon    Jami Safrit
Justin Sanders     Anthony Silvers    Evan Taylor       Alisha Workman   Shay Boulwares




                                                                                      4
Class Project
    • Your assignment is
      to develop and
      present a marketing
      strategy to improve
      sales.




                            5
         Specific Requirements
1.   Perform a SWOT analysis, comparing this product with
     possible competitors. Refer to notes from Lecture #2.
2.   Identify key unknowns and recommend what research
     should be initiated.
3.   Experiment with the product. Decide which claims are
     true, which are exaggerated, and which best fit the
     product.
4.   Evaluate the name. If appropriate recommend a new
     name, and new package label.
5.   Evaluate the delivery systems. What is better: The gel
     or the spray? Is there a better delivery system?

                                                          6
      Specific Requirements
6. How should the market for this product
   be segmented? Who is the ideal target?
7. Write a positioning statement. Decide to
   what this product should be compared,
   and what is the most relevant superiority
   claim.



                                               7
Write And Present Basic Strategies
•   Name
•   Target Market
•   Packaging & Label
•   Channels of Distribution
•   Sponsorship
•   Licensing
•   Event Marketing
•   Trial Generating Promotions
•   Public Relations
•   Promotion
•   How to Leverage Digital Media

                                    8
         Creative Workplan
Write a creative work plan, and develop an
advertisement based on. This can be a print
ad, a video, or a skit acted out in class.




                                              9
       Spectator vs. Participant
          Sports Marketing




What are potential revenue streams for each? 10
Think of a Sport You Played in HS
• What equipment did you need?
• What fees did you pay?
• What concessions were sold?

               Every time money changes
               hands there is an opportunity
               for sports marketing


                                               11
   Most Popular Sports and Fitness Activities
           Based on Participation

Walking          87,500,000   Volleyball     11,100,000
Swimming         56,500,000   Inline Skating 10,500,000
Bowling          44,800,000   Tennis         10,400,000
Health Club      37,000,000   Mountain Biking 9,200,000
Bicycling        35,600,000   Downhill Skiing 6,400,000
Weightlifting    32,900,000   Martial Arts    5,400,000
Run/Jogging      29,200,000   Snowboarding 5,200,000
Basketball       26,700,000   Figure Skating 5,100,000
Golf             24,400,000   XC Skiing       2,600,000
Baseball         14,600,000   Ice Hockey      2,600,000
Soccer           14,000,000
Softball         12,400,000


           Where does the money change hands in
           each of the participant activities?            12
Participant Consumer Behavior
• Sports participants constitute a large and
  growing market both in the US and
  internationally
• Sports marketers must understand
  – why consumers choose to participate in
    certain sports
  – what the tangible & psychological benefits
    of participation are for consumers
  – when, where, and how often consumers
    participate in sports
                                                 13
              Nike Mission
"To bring inspiration and
innovation to every
athlete in the world.


If you have a body,
you are an athlete."

                             14
Nike Alone Sells $19B Worth of
      Stuff to Participants




                                 15
        Two Key Questions
• How do participants make decisions about
  which sports they will participate
• And what they will buy



         Every time money changes hands there is
         an opportunity for sports marketing




                                                   16
 Model of Participant
Consumption Behavior


       Academic
      Balderdash


                        17
       The Real Reasons
• You pick the sports you like and
  are good at
• You buy equipment because
  –It is required
  –Believe it will improve performance
  –It will make you look cool

                                         18
 Psychological/Internal Factors
• Personality
• Motivation
  – Maslow’s Hierarchy of
    Needs
• Perception
• Learning
  – Behavioral, Cognitive,
    Social
• Attitudes
  – Cognitive, Affective,
    Behavioral

                                  19
Model of Attitude Formation




                              20
      Sociological/External Factors
    Why do we choose the sports we play?
•   Culture
•   Social class
•   Reference groups
•   Family




                                           21
  Class Presentation Schedule
          9/15               9/22
Robert Browning    Christy Coates
Ashley Duckworth   Logan Faircloth
Chris Henderson    Amber Holt
Julius Powell      Jamie Safrit
Anthony Silvers    Evan Taylor
Josh Carter        Justin Sanders
William Aldridge   Shay Boulwares


                                     22

								
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