Employ product mix strategies to meet customer expectations Product Service Management Concepts and procedures necessary to obtain develop maintain and improve a product or service mix in response to market opportunities ID: 781869
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Slide1
SEM1 1.04 A- Product Service Management
Employ product mix strategies to meet customer expectations
Slide2Product Service ManagementConcepts 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
customers
Choice
of product: Will the business offer a variety of products?
Packaging
: Does the packaging protect the product and provide necessary information about the product?
Slide3Product Service ManagementProduct Cont. Level
of quality: What level of quality will the business ensure?Brand name
: What brand name products will the business offer?
Warranty
: Will the business offer a warranty to its customers to ensure satisfaction
Slide4Categories of sport/event products.Sports
EventsOnes in which we participate
Ones we just
watch
or hear, either in
person
or on TV, radio or the internet
AthletesOnes that earn their income from the performance on the field (Professionals)Ones that are considered amateurs and perform for their own
enjoyment
Venues
Ones that
host
only one sports team
Ones that host
multiple
sports teams
Slide5Categories of sport/event productsNon-sport
eventsConcertsFestivals
Conventions
Sporting
goods
Equipment
Apparel
Trinkets & Trash
Slide6Categories of sport/event productsLicensed
merchandise a. Apparel (soft goods) – team and player specific
b.
Hard
goods – equipment, toys, etc.
Sports MediaTV/Radio – Broadcast
media
Newspaper/magazine –
Print
media
Internet
– News, Info & Social Media
Sport
Services
Lessons/camps
Rented
-goods services
Owned
-goods services
Slide7Slide8BrandingThe overall
impression consumers get from its unique name,
design
or
symbol
.
Characteristics of a good brand:
Easy to recognizeStick out from competitionEasily recognizable symbolsIt’s own personality
Slide9BrandingBrand 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.
Slide10BrandingBrand Loyalty
Having consistent consumption of a product
Slide11BrandingBrand Awareness
Getting the public to know your product
Typically one of the first
steps
in marketing a new
product
Cannot have Brand Loyalty or Brand Image without Brand AwarenessThe team name, mascot, and logo are important elements that a sport/event organization uses to create and maintain
Brand Awareness
Slide12Unique characteristics of sport/event productsThe 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
.
Slide13Unique characteristics of sport/event products
Quality of ProductPerformance—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 product
Durability
—how long will this product last?Reliability—will this product perform consistently?Design—do I like the way this product looks and feels?
Slide14Unique characteristics of sport/event productsQuality 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?
Slide15Unique characteristics of sport/event productsSeparability:
close link between the product and the provider
Slide16Unique characteristics of sport/event productsPerishability
Many sport/event products have a high degree of perishabilityIf they’re not
consumed
immediately, they will be gone
forever
Game, Concert
Slide17Unique characteristics of sport/event productsConsistencyInconsistent
: the quality of a product’s performances is impossible to guarantee over a period of time
Panthers (
Superbowl
, Most loses in a season)
Consistent
:
the quality of a product’s performances is possible to guarantee over a period of timeNike Jordan's
Slide18Elements of the sport productGames
EventsTickets
Organization
Facility
Equipment/clothing
Branding
:
Awareness, Image and Loyalty
Slide19Most 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 multifaceted nature that combines elements of both types of products
Slide20DiscussionIdentify the
product elements for a WHS Football Game
Slide21Product Branding Project
Pick a sport or entertainment eventDescribe the PRODUCT (good OR service) your event is providingChoice 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