advanced theory and practice in sport marketing - Marshalls University

or based on media preferences. Demographic segmentation refers to grouping
sport consumers based on their age, gender, income, race or ethnicity, education,
and place of residence. Psychographic segmentation refers to influencing the
consumers’ attitudes, interests, and lifestyles. Market segmentation based on
media preference categorizes consumers based on their sport media preferences
(such as television, radio, Internet, magazines, or publications). This helps to
identify smaller groups to be targeted, and allows the sport marketer to develop
an effective and efficient strategy to reach the target market.
Step 6: Packaging the Sport Product
This is the way the consumer will view the sport product. Since consumers
view products in different ways, it is necessary to present the sport product
in different ways. Packaging tangible or industrial sport products involves
explaining the benefits of the products such as the strength and longevity of
metal bats, comfort and safety of helmets, or the expanded sweet spot of oversized
tennis rackets. Packaging the core product of sport (the game or event
itself) involves communicating about the expectations of the product and providing
information before the point of purchase. Another aspect of product
packaging is the manner in which product enhancements (discussed in Step 2)
are included in the overall sport experience.
Another aspect of packaging the sport product is the associated licensed merchandise.
For example, many sport teams and events offer goods such as hats,
T-shirts, jackets, and other apparel. They also offer non-apparel such as novelty
items and sport memorabilia that are perceived as extensions and representations
of the respective teams.
Also utilized to package the sport product is sponsorship. Sponsorship
involves an agreement between a sport organization and a corporation where
the corporation pays a fee to the sport organization to acquire rights to affiliate
with the organization or an associated event for the purpose of deriving benefits
from the partnership. Sponsorships can help corporations increase sales,
change attitudes, heighten awareness, and build and maintain positive relationships
with consumers. An example of this would be the college football Bowl
Championship Series – where it is the Tostitos Fiesta Bowl, the Nokia Sugar
Bowl, the FedEx Orange Bowl, and the Rose Bowl presented by Citi.
Step 7: Pricing the Sport Product
Price is the factor that is most visible and flexible, especially as a result of
sales, discounts, rebates, and coupons. Creating a strategy for pricing is integral
to the success of the sport organization because it has a significant impact on
the success of the overall sport marketing plan.
Sport marketers must consider the 3 C’s described early in the chapter within
the “heart of sport marketing”: the company itself, the sport consumer, and the
28 ADVANCED THEORY AND PRACTICE IN SPORT MARKETING