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Sports Marketing Segmentation

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  1. Sports MarketingSegmentation Marketing II Mr. Yates MJY 11/09

  2. The “Sports Consumer” • A consumer is a person who uses an actual product • A sports consumer is a person who may play, officiate, watch or listen to sports, read, us purchase, and or collect items related to sports • A purchase by a sports consumer is like a vote – because the purchase = approval MJY 11/09

  3. Consumer Decisions • Environmental Factors influence a customer’s involvement. These might include: • Family, friends, cultural differences, class, race, gender, region, and marketing • Individual Factors influence a customer’s involvement. These might include: • Self-image (athletic), Self-development (stage of life), personal sports involvement (what they play, or have played in the past) MJY 11/09

  4. How are customers segmented? • Segmentation is a way of analyzing a market by specific characteristics --- to create a target market MJY 11/09

  5. What characteristics? • Geographics – where they live • Demographics – gender, race, religion, money • Psychographics – attitudes, opinions, toward the product or service MJY 11/09

  6. Example - Golf • Who is the sports consumer market for golf? • Prior to Tiger Woods, you could safely say it was: • Male • Ages 30-60 • Income of $50k - $175k • Has Tiger changed that? MJY 11/09

  7. Sports “Products” • Products can be goods or services, or both • Sporting Events – games, competitions, exhibitions, athletes, and arenas • Sports Information – news, statistics, schedules, and stories • TV, radio, online, and print media MJY 11/09

  8. More “Sports Products” • Sports Training – usually a service such as instruction provided through fitness centers, sports camps, and lessons • Sporting Goods – wide range of goods including: • equipment, licensed merchandise, collectables, apparel, accessories MJY 11/09

  9. Sports Product Line • A group of closely related products manufactured and sold by a company • They satisfy a group of needs, may be used together, sold to the same customer group, sold through a specific outlet etc. • Example: Spalding • Basketball Line – basketballs, air pumps, clothing • Baseball Line – gloves, bats, balls, uniforms MJY 11/09

  10. Sports Product Extensions • The sporting event is just one type of product • The core product is the arena and the players • The extensions of that are the: • mascots, apparel and equipment • Extending further out are: • programs, videos, music, statistics, tickets, etc. MJY 11/09