Transcript Chapter 2 – College and Amateur Sports

Target Market/Market
Segmentation
Sports Marketing
Target Market
► Target
Market – a specific group of
consumers that an organization selects as
the focus of its marketing plan.
Who’s the target market?
Who’s the target market?
Who’s the target market?
Who’s the target market?
Who’s the target market?
Who’s the target market?
Who’s the target market?
**Market Segmentation**
► market
segment — is a group of individuals within
a larger market that share one or more
characteristics.
 Example – Sports Illustrated magazine putting different
sports stars on the cover in different parts of the
country
 Example - millions of people in the US enjoy football,
but a smaller group specifically enjoys the Philly Eagles.
A media guide covering the Eagles will be sold out in
the PA market, but would flop in Dallas.
Five Elements of Market Segmentation
► 1.
Geographic segmentation—dividing
the markets into physical locations, such as
eastern, northern, southern, and western
regions of the US or the urban and rural
areas of a state.
►
-can occur within a single city
►
-sports fans are likely to be loyal to their
own region when purchasing products.
Five Elements of Market Segmentation
► Demographic
Segmentation—focuses on
information that can be measured such as
income, profession, gender, religion and
education
Five Elements of Market Segmentation
► Psychographics—focus
on characteristics
that cannot be measured, such as attitudes
and lifestyle choices.
 “Holy Day” Ballgame?
 Consumers make decisions on emotions – they
will spend more money on a team’s clothing
after a win than a loss
Five Elements of Market
Segmentation
► Product
Usage—reflects what product you
use, how often, and why.
 marketers use this info. to encourage you to
use your preferred products more often or to
try new, similar, or competing products.
Five Elements of Market
Segmentation
► Benefits
Derived—the value people
believe they receive from the product or
service.
 Enjoyment received from a good game or from
a sweatshirt with a team logo rather than the
same sweatshirt with no logo.
Market Seg Activity
► Pair
up (with someone you haven’t worked with)
► Make poster person of psychographic profile given
to you
 Be able to explain to class traits of person
► Create
a 30 second radio commercial for a pack a
gum using your poster person as a target market
 Belonger, Achiever, Emulator/Wanna Be,
Socially Conscious Type A, Socially Conscious
Type B, Balanced/Totally Integrated, Needs
driven.