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Sports Product - PowerPoint PPT Presentation

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Sports Product

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  1. Sports Product HSS 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 Pure Goods Pure 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 • 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 • Trademarks • Identify that a sports organization has legally registered its brand name and/or brand mark and thus prevents others from using it

  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 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

  12. 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

  13. 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

  14. Licensed-Product Revenues Retail Sales of Licensed Sport Products in the US • 1990 - $5.3 Billion • 1995 - $10.4 Billion • 1996 - $13.8 Billion

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

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

  17. Quality • Service quality • SERQUAL • Reliability, assurance, empathy, responsiveness, tangibles • TEAMQUAL

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

  19. New Sports Products • New products from organizational perspective

  20. New Sports Products • New products from the consumer’s perspective

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

  22. New Product Success Factors • Product considerations • Other marketing mix considerations • Marketing environment considerations

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

  24. Product Life Cycles • Fad • Classic • Seasonal