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Today:. More comments on pricing Framework for event management Exploring idea of sponsorship in sport. Most Common Pricing Strategy:. What the Market Will Bear. If hunches are wrong, results can be costly. What could be the result of an incorrect decision?.

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today

Today:

More comments on pricing

Framework for event management

Exploring idea of sponsorship in sport

slide2

Most Common Pricing Strategy:

What the Market Will Bear

If hunches are wrong, results can be costly

What could be the result of an incorrect decision?

slide3

Special Pricing Factors to Consider

User Segmentation

Pricing based on user group

Corporate/individual season-ticket holder

Single-ticket purchasers

Special groups

Student packages

[Un]bundling

Would any particular group be more sensitive to price change? Why?

slide4

Special Pricing Factors to Consider

Time and Place Smoothing

Time—bundled packages

Prime vs. non-prime time

Price scales in venue

Key factors—proximity, line of sight, and demand

slide5

Understand the Escalator!

Price hikes threaten to push consumers off escalator

What are some key pricing concerns for a new MLS franchise?

slide6

Moving consumers up the escalator

Heavy users

Light users

Medium users

Non-consumer sport and leisure fan

Non-consumer, non-sport and leisure fan

perspectives and issues some aspects to consider all inter related
Perspectives and issuesSome aspects to consider – all inter-related
  • Type and scale of events
  • Planning events
  • Human resources – events personnel
  • Marketing and forecasting demand
  • Budgeting and financial management
  • Sponsorship
  • Management and evaluation
event checklist
Event Checklist
  • Objective – Why are you doing it?
  • Define your event with a mission statement
  • Know the rules and regulations that apply
event checklist10
Event Checklist
  • Target your event to the customer
  • Think about the personality
  • Develop Budget
budget items
Budget Items
  • Revenue
    • Sponsorship
    • Ticket sales
    • Merchandise
    • Media
    • Programs
    • F&B
budget items12
Budget Items
  • Expenses
    • General and administrative
    • Talent
    • Production
    • Facility
    • Television
    • Sales and Marketing
sales and marketing expense
Advertising

Media public relations

Advertising production

Design fees

Collateral materials

Direct mail

Sponsor costs

Entertainment

Post event parties

Photographer

Merchandise

Tents

Gifts

Sales and marketing expense
budget items14
Budget Items
  • Cash Flow
    • Chart when the cash is due to come in and when the major payments have to out
magic bag
Magic Bag
  • You have to create a sport event and develop identify the following:
  • Objective
  • Mission statement
  • Organizational structure
  • Target market
  • Personality
on sponsorships in sports
On Sponsorships in Sports
  • Define “Sponsorship” in Sport.
  • What can be sponsored?
  • Why sponsor?
  • Why being sponsored?
  • Why not?
mastercard sponsors the fifa wc
MasterCard sponsors the FIFA WC
  • What in the organization’s marketing mix is such a sponsorship engagement part of?
  • What do you think are their strategic objectives?
  • Do you think a sporting event such as the World Cup is a good context for achieving these strategic goals? Why/Why Not?
slide19
FIFA
  • Calls its sponsors “Commercial Affiliates”
  • Currently divides them into the following 3 categories:
    • Official Partners (global marketing rights)
    • Official Suppliers (rights in the host country only)
    • Licensees
official partners only
Official Partners ONLY
  • Official partners of the 2006 FIFA World Cup™

www.adidas.comwww.avaya.comwww.budweiser.comwww.coca-cola.comwww.conti-online.comwww.deutschetelekom.comwww.emirates.comhome.fujifilm.comwww.gillette.comwww.hyundai-motor.comwww.mastercard.comwww.mcdonalds.comwww.philips.comwww.toshiba.co.jpwww.yahoo.com

fifa restructuring
FIFA restructuring
  • 2007-2014: includes the flagship FIFA World Cups in 2010 and 2014
  • Classifies prospective marketing partners into three categories:
    • six FIFA Partners (broad range of FIFA activities such as competitions, special events or development programs as well as exclusive marketing assets).
    • six to eight FIFA World Cup™ Sponsors (rights are limited to the FIFA World Cup™ on a global basis. They consist of the right to category exclusivity, brand association, select marketing assets and secondary media exposure).
    • four to six National Supporters (category exclusivity, association, local marketing programs and domestic media exposure).
discuss
Discuss
  • How can you understand conceptually the reasoning for restructuring the sponsorship pillar around the FIFA World Cup?
slide23
Endorsements: Sub-category of Sponsorships
  • Beckham as endorser:
    • Opportunities
    • Threats
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