17
Hello! Chapter 4 Marketing Products and Services Through Sports Wheaties Project

Hello!

  • Upload
    tom

  • View
    28

  • Download
    0

Embed Size (px)

DESCRIPTION

Hello!. Chapter 4 Marketing Products and Services Through Sports Wheaties Project. Chapter 4. Marketing Products and Services Through Sports. Power of a New Market. Women make 80% of all purchasing decisions. Spend more than $5 billion a year on sportswear - PowerPoint PPT Presentation

Citation preview

Page 1: Hello!

Hello!

Chapter 4

Marketing Products and Services Through Sports

Wheaties Project

Page 2: Hello!

Chapter 4

Marketing Products and Services Through Sports

Page 3: Hello!

Power of a New Market

Women make 80% of all purchasing decisions.

Spend more than $5 billion a year on sportswear

Steffi Graf and Gabriela Sabatini earned $6.5 million and $4 million in endorsements in 1994

Page 4: Hello!

Think of the status of women’s athletics in our school How does the funding compare to

men’s athletics? How does the attendance at women’s

events compare? How can marketing help women’s

sports at LNS? What type of marketing would help

promote women’s sports at LNS?

Page 5: Hello!

How are companies, the media, cities, and consumers all involved in buying and selling products through sports?

Companies buy the rights to advertise through sports TV & Radio sell broadcast time to teams and

sponsors Cities buy rights to host teams and sell the idea to

taxpayers Consumers buy products advertised during the game

Page 6: Hello!

The Power of Sports

Power of emotional ties Intense love, hate, joy or disappointment over sports Some are proud of their city Some are intrigued by the skill or psychology of the

players

Men openly cried at the last game of the original Cleveland Browns game in 1995 Owner Art Modell received hate mail and

bomb threats

Page 7: Hello!

Continued… Victory causes powerful emotions too

Rioting after championship games 1998 Chicago Bulls and Kentucky Wildcats

Fans will overlook an athletes tasteless or criminal behavior as long as he or she still scores or entertains. Mike Tyson fights after he was recently

released from prison Fans paid $49.95 to watch Tyson fight Tyson made $100 million dollars that year

Fans will make loyal customers of products they learn about through event advertising

Page 8: Hello!

Reasons to become a sponsor Increase sales Introduce a new product or service to a large

audience Compete where many potential customers are in one

place Interested target market Goodwill of the audience Commitment to the community Enter new markets Entertain clients, employees, or potential customer Enhance the companies’ image

Page 9: Hello!

How Companies Decide

Many companies that want to advertise their products through sports hire outside consulting firms to help

Others start their own marketing groups within their marketing department. ESPN CHILTON Sports Poll.

One of the largest firms Offers demographic data, info about the mood of the

sports consumer at any time, and advise on how to attract a particular market

Page 10: Hello!

Return

Is the profit the sponsor earns from its support of an athlete or team. Think of the local businesses that sponsor

sports in Lincoln. Do they see an increase in business?

Page 11: Hello!

Niche Market

Involves researching a target market to determine the specific items or services a small group of people will buy.

Common niche markets (men & women) in different age groups 12-24, 25-34, 35-44, 45-54, 55 and up Different ethnic groups Can you think of an example of this?

Page 12: Hello!

Affinity Sports

Niche markets whose participants are just as passionate about their sport Examples—bass fishing; jump roping Lots of participants & significant

tournaments nationwide

Page 13: Hello!

Assignment Pick athlete or entertainer for the box cover

Think about popularity Think about recent events

Design box with marketing principles in mind Don’t want a pic of athlete making a mistake Make it catchy and appealing to the eye

Use Whatever resources you choose Computer Paper and markers Etc…

Page 14: Hello!

On Back of Wheaties Box

Tell why you chose who you did Why they would be a good fit for

Wheaties? What market are you going after with the

person you chose? Are there recent events that helped you

make your decision?

Page 15: Hello!

Examples

Page 16: Hello!

Review

What is a niche market? What is an affinity sport?

Later: NWBA Project

Page 17: Hello!

NWBA Project

Yesterday you should have focused on 1-4

Today’s focus: #5 & #6

Tomorrow: #7 Poster

Turn in on Monday