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Sports Product

Sports Product. HSS 3000/5263 Sport Marketing Brian Turner. What is the sport product?. “… a good, a service, or any combination of the two that is designed to provide benefits to a sports spectator, participant, or sponsor”. What is the sport product?. Goods Services.

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Sports Product

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  1. Sports Product HSS 3000/5263 Sport Marketing Brian Turner

  2. What is the sport product? • “… a good, a service, or any combination of the two that is designed to provide benefits to a sports spectator, participant, or sponsor”

  3. What is the sport product? • Goods • Services

  4. What is the sport product? • Tangibility • Standardization/consistency • Perishability • Separability

  5. Branding • “…name, design, symbol, or any combination that a sports organization uses to help differentiate its products from the competition”

  6. Branding • Brand names • Element of the brand that can be vocalized • Guidelines • Positive, distinctive, generate positive feelings and associations, be easy to remember, and easy to pronounce • Translatable to a dynamite attitude-oriented logo • Imply the benefits the sports product delivers • Consistent with the image of the rest of the product lines, organization, and/or city • Legally and ethically permissible

  7. Branding • Brand mark or logo

  8. Branding Process • Brand awareness • Brand image • Brand equity

  9. Branding Process • Brand Loyalty

  10. What is a licensed product? • “… not manufactured by leagues, teams, or schools, but rather by independent companies under an agreement with a sport entity.” • Licensing • “…a contractual method of developing and exploiting intellectual property by transferring the rights of use to third parties without transfer of ownership.”

  11. What is a licensed product? • Trademark • “… any word, name, symbol, or device or combination thereof adopted and used by a manufacturer or merchant to identify his goods and distinguish them from those manufactured or sold by others.”

  12. What is a licensed product? • Trademark infringement • “… the reproduction, counterfeiting, copying, or imitation in commerce of a registered mark.” • Bars companies that do not pay for the right to use these trademarks from manufacturing products bearing those marks.

  13. What makes licensing work? • Intangibility of sport • Support/involvement with a team • Brand awareness

  14. What makes licensing work? • Licensee advantages • Positive association with the sports entity • Greater levels of brand awareness • Save time/money in building brand equity • Receive initial distribution with retailers • Expanded and improved shelf space • May be able to charge higher prices • Licensee disadvantages • Athlete, league, or sport may fall into disfavor • Success depends on success of team • Styles change quickly

  15. What makes licensing work? • Licensor advantages • Expansion into new markets • Generate awareness of the sports entity • Increase its brand equity • Very little risk • Licensee disadvantages • May lose some control over the elements of the marketing mix

  16. How does licensing work? • Licensees pay an initial, one-time licensing fee • They take on production issues and assume risk by manufacturing product • They then pay a royalty for the use of specific trademarks on specific products

  17. Licensed-Product Revenues Retail Sales of Licensed Sport Products in the US • 1990 - • 1995 - • 1996 -

  18. Approach of ProfessionalSport Leagues • NFL • MLB • NHL • NBA

  19. Collegiate Licensing • Up to the 1970s, manufacturers did not pay royalties • Significant revenues began in the late 1980s

  20. Quality • Service quality • SERQUAL • TEAMQUAL

  21. Quality • Product quality • Performance • Features • Reliability • Conformance • Durability • Serviceability • Aesthetics • Perceived quality

  22. New Sports Products • New products from organizational perspective • New to the world • New product category entries • Product line extensions • Product improvements • Repositionings

  23. New Sports Products • New products from the consumer’s perspective • Discontinuous innovations • Dynamically continuous innovations • Continuous innovations

  24. New Product Development • Idea generation • Idea screening • Analysis of the concept or potential • Development • Test marketing • Commercialization

  25. New Product Success Factors • Product considerations • Trialability • Observability • Perceived complexity • Relative advantage • Compatibility

  26. New Product Success Factors • Other marketing mix considerations • Pricing • Promotion • Distribution • Marketing environment considerations • Competition • Consumer tastes • Demographics

  27. Product Life Cycles • Introduction • Growth • Maturity • Decline

  28. Product Life Cycles • Fad • Classic • Seasonal

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