Your task is to create a new sport What is the name of the sport What are the rules How do you keep score What equipment is needed Would this be a professional sport collegiate or amateur ID: 575190
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Slide1
NEW SPORT!
Your task is to create a new sport.
What is the name of the sport?
What are the rules?
How do you keep score?
What equipment is needed?
Would this be a professional sport, collegiate, or amateur?
Who is your target market for this sport and what are their characteristics
?
Fans-
will they come, how much
will it cost to
watch?
What companies would
sponsor
your sport and/or athletes
?
On 1 sheet of paper, clearly answer these questions.
On 1 sheet of paper, draw a picture of this sport being played
Be prepared to discuss your new sport with the class.Slide2
SEM1 1.04
A-
Product Service Management
Employ product mix strategies to meet customer expectationsSlide3
PRODUCT SERVICE
MANAGEMENT
Concepts and procedures necessary to
obtain, develop, maintain, and improve a product or service mix in response to market opportunities.PRODUCT: The
goods and services
a business will offer to its
customersSlide4
Categories
of sport/event products.
Sports Events
Ones in which we participate Ones we just watch or hear, either in person or on TV, radio or the internet
Athletes
Ones that earn their income from the performance on the field (Professionals)
Ones that are considered amateurs and perform for their own enjoyment
VenuesOnes that host only one sports teamOnes that host multiple sports teamsSlide5
Categories of sport/event
PRODUCTS
Non-sport events
ConcertsFestivals
Conventions
Sporting goods
Equipment
ApparelTrinkets & Trash Slide6
Categories of sport/event products
LICENSED MERCHANDISE
a. Apparel (soft goods) – team and player specific
b.
Hard goods – equipment, toys, etc. SPORTS MEDIATV/Radio – Broadcast mediaNewspaper/magazine – Print mediaInternet – News, Info & Social Media
SPORT SERVICES
Lessons/camps
Rented-goods services
Owned-goods servicesSlide7
Manny’s storySlide8
BRANDING
The overall impression consumers get from it’s
unique name, design or symbol
.Characteristics of a GOOD BRAND: Easy to recognize
Stick out from competition
Easily recognizable symbols
It’s own personalitySlide9
Branding
BRAND AWARENESS
Getting the
public to know your productTypically one of the first step in marketing a new product
Cannot have
Brand Loyalty
or Brand Image without Brand Awareness
The team name, mascot, and logo are important elements that a sport/event organization uses to create and maintain Brand Awareness Slide10
Branding
Brand Image
Your expectations
of a brand based on previous knowledgeBrand image is a product's "personality." A product’s
reputation
Wrigley Field's reputation as a great sport/event venue is its image or personality. Slide11
Branding
Brand Loyalty
Having
consistent consumption of a productSlide12
UNIQUE characteristics of sport/event products
The unique characteristics of sport/event products make marketers’ jobs interesting.
Outcome of sports/events cannot be controlled, marketers focus on the elements of the product they can control, such as prices and promotions. Slide13
Unique characteristics of sport/event products
QUALITY
of GOODPerformance—how well does this product do what it’s supposed to do?Serviceability
—will this product be easy to fix if something goes wrong?
Features
—what are the additional benefits of this productDurability
—how long will this product last?Reliability—will this product perform consistently?Design—do I like the way this product looks and feels?Slide14
Unique characteristics of sport/event products
QUALITY of Service
Reliability
—can I depend on the service provider?Tangibles—how do the venue, equipment, and personnel look?Assurance—are the employees courteous and trustworthy?
Responsiveness
—are the employees helpful and prompt?
Empathy—how much individual attention will I receive from the service provider?Slide15
Elements of the sport product
Games
Events
TicketsOrganizationFacility
Equipment/clothing
Branding:
Awareness, Image and LoyaltySlide16
Most sport/event products are classified as…
A
combination
of goods and servicescan rarely be treated as either
pure goods or pure services
Most
sport/event products have a complex nature that combines elements of both types of productsSlide17
Great Wolf Lodge
Describe the product and brand.
How does the different services offered effect the brand?
Evaluate quality. (Quality of good/service) Slide18
Identify the
product elements
for a
MHS Athletic Event Slide19
UNIQUE Characteristics
Consistency
Separability
Perishability Slide20
Unique characteristics of sport/event products
CONSISTENCY
GOODS
: you can expect same quality, Consistent- the quality of a product’s performances is possible to guarantee over a period of time
Nike Jordan's
SERVICES
: More Inconsistent
- a team, customer service at concessions, etc. Panthers (Superbowl, Most loses in a season)Slide21
Unique characteristics of sport/event products
SEPARABILITY
:
GOOD: How easy is it to separate the product from the person or business providing the product?Ex- Baseball card- from upscale store or eBay?
SERVICES
: more difficult to separate… listening to a band with a bad sound systemSlide22
Unique characteristics of sport/event products
PERISHABILITY
GOODS
: can be stored, soccer balls will not go badSERVICES
: If they’re not
consumed immediately
, they will be gone foreverGame, ConcertSlide23
Ideas? How to market the product?
INCONSISTENT-
Carolina Panthers
PERISHABLE- Yoga Class at gymGame Tickets
SEPARABILITY-
Circus
Long lines, expensive food, performers injuredhttp://
news.yahoo.com/video/horrific-circus-accident-caused-hair-050852971.htmlSlide24
What do you think about this controversy?
Who should take responsibility for the incident and why?
What should the new policy state in regard to event costumes & dance routines?
Who or what type of entertainment would be a better choice for the Super Bowl half-time show? Slide25
Your task is to create a mobile identifying the 4 P’s of marketing for a
new sports drink
.
Product, Place, Promotion, and PriceYou will be graded on identifying elements of the marketing mix, creativity
,
and color and design
. Slide26
“You Do”
Pick a sport or entertainment event
Describe the PRODUCT (good OR service) your event is providing
Choice of product
Packaging
Level of quality: What level of quality will the business ensure?
Warranty: Will the business offer a warranty to its customers to ensure satisfaction
Outline your BRANDING strategy
Detail what is
UNIQUE
about your product
Define the
PRODUCT ELEMENTS
Present to the class