Transcript Chapter 13-2 - College of Business

Chapter 13
Segmentation of the
Sports Market
McGraw-Hill/Irwin
Copyright © 2010 by The McGraw-Hill Companies, Inc. All rights reserved.
13-1
Introduction and Review
• “The Mass Market Is Dead”
• “One-Size-Fits-All” Strategy is Obsolete
• Mass Marketing Has Given Way to
Differentiated Marketing
13-2
Differentiated Strategies
• Marketing Mix Tailored to Each Selected
Target Market
• Not Everyone:
– Wants the same products
– Shops at the same types of retail facilities
– Can or will pay the same prices
– Is motivated by the same promotions
13-3
Market Segmentation
• As Relevant for Sports Products as It Is for
Nonsports Products such as Cars, Fast
Food Restaurants, Beverages, and
University Programs
13-4
Target Market Decisions
in the Consumer Market
• Market Segmentation – the Process of
Subdividing the Heterogeneous Mass
Market into Two or More Smaller, More
Homogeneous Groups of Consumers
• Target Market – A Market Segment that
the Marketer Will Pursue via the
Implementation of a Marketing Mix
Tailored to that Group of Consumers
13-5
Segmentation Criteria
in the Consumer Market
• Demographics
• Geographics
• Psychographics
• Product-Related Variables
13-6
Demographics
• Drop in Table 13.1 Here
13-7
Demographics
• Drop in Figure 13.2 Here
13-8
Geographics
• Urban Versus Suburban
– Basketball versus Soccer
• One Part of Country Versus Another
– Skiing versus Golf
• One Country Versus Another
– Cricket versus Baseball
13-9
Psychographics (Lifestyle)
• Drop in Table 13.2 Here
13-10
Product-Related Variables
• Level of Usage
– Season ticket buyer versus infrequent buyer
• Loyalty
– Long-term versus new season ticket buyer
• Benefits Sought
– Social outing versus entertainment by athletes
13-11
Sports Fans – Overall Market
• Criteria Used to Segment the Overall
Market of Sports Fans
– Involvement
– Participation
– Social Needs
– Identification
– Appreciation of Sport
– Sex Appeal
13-12
Six Segments of Sports Fans
•
•
•
•
•
•
Players
Patriots
Appreciators
Socialites
Friends
Voyeurs
13-13
Players
• Those Who Play a Sport Are the Most
Likely to be a Fan of that Sport
• Example: Golfers Are Most Likely Group to
Attend or Watch a Golf Tournament on TV
13-14
Patriots
• National Pride – England versus France
• Municipal Pride – New York versus Boston
• Regional Pride – East versus West
• Important Segment for International Competitions
such as the Olympics, the World Baseball Classic,
and the World Cup of Soccer
13-15
Appreciators
• Admiration of the Players’ Skills
• Desire to Witness Excellence
• Not as Concerned about Who Wins
13-16
Socialites
• Segment Seeks Sports Event Where
Interaction with Friends Is Facilitated
• Tailgating (Boot Parties)
• Members May Not be Very Knowledgeable
of the Sport or Event They Are Attending
13-17
Friends
• Watch Friend or Family Member Compete
• May Have Limited Knowledge of Sport
• Important for Minor Sports and Events
– High School Sports
– Amateur Recreational Sports
13-18
Voyeurs
• Drawn by the Sex Appeal of the Sport or
the Individual Athletes
• Skimpy Attire (Beach Volleyball)
• Attractive Participant (Maria Sharapova)
13-19
Overview of the Fan Market
• Drop in Table 13.3 Here
13-20
Participation Market
• Focus on Players Rather than Spectators
• Segmentation Still Important for Marketer
• Same Four Categories of Segmentation
Criteria Can be Applied
– Demographics
– Psychographics
– Geographics
– Product-related Variables
13-21
Aggregate Participation Market
•
•
•
•
•
Excitement-Seeking Competitors
Getaway Actives
Fitness Driven
Health-Conscious Sociables
Unstressed and Unmotivated
13-22
Excitement-Seeking Competitors
• Prone to Engage in Risky Activities
– Bungy Jumping, Extreme Sports
• Predominantly Male
• Relatively Young
• Generally Single
13-23
Getaway Actives
• Fun with Family and Friends
– Skiing, camping, hiking, golf
• Vacation Prone
• Social Motives
• Both Sexes
13-24
Fitness Driven
• Activities Requiring Strength and Stamina
– Running, Aerobics, Martial Arts
• College Graduates Dominate this Group
• Predominantly Female
13-25
Health-Conscious Sociables
• Activities that Foster Good Health
– Walking, Light Cardiovascular Exercise
• Older Participants
• Predominantly Female
13-26
Unstressed and Unmotivated
• Prone to be Inactive
• Generally Older (Both Sexes)
• Few Activities Appeal to this Segment
• Little Marketers Can do to Induce Activity
by Members of this Segment
13-27
Sport-Specific Segmentation
• Applicable for Any Participation Activity
– Golf, Bowling, Poker, Skiing, Tennis, Hunting
• More Insight than with Segmentation of
the Aggregate Participation Market
• Used to Identify Homogeneous Segments
of Participants in a Specific Activity
13-28
Segmenting the Golfer Market
• Different Levels of Playing Ability
• Different Motives for Playing
• Different Attitudes toward Practice
• Differing Frequency of Play
13-29
Five Segments of Golfers
– Competitors
– Players
– Sociables
– Aspirers
– Casuals
• Recognizing Different Segments Allows
Golf Marketers to Better Satisfy Their
Various Groups of Customers
13-30
Closing Capsule
• “One-Size-Fits-All” Clothing Results in
Consumers Wearing Clothes that Don’t Fit
• Developing One Marketing Mix For All
Consumers Is Just as Ineffective
• Market Segmentation and the Resultant
Differentiated Marketing Strategy Provide
a Better Fit for Each Consumer
13-31
Closing Capsule
• Market Is Segmented Using Relevant
Criteria
• Target Markets Are Selected from the
Array of Identifiable Market Segments
• A Corresponding Marketing Mix Is
Developed for Each Selected Target
Market
13-32
Closing Capsule
• Segmentation Is Appropriate for:
– The Aggregate Fan Market
– The Fans of a Particular Spectator Sport
– The Aggregate Participation Market
– Participants of a Particular Activity
– Buyers of Sporting Goods, Apparel & Shoes
– Buyers of Sports-related products such as
souvenirs, lessons, & sports magazines
13-33