Your task is to create a new sport.  What is the name of the sport?  What are the rules?  How do you keep score?  What equipment is needed?  Would this be a professional sport, collegiate, or amateur?  Who is your target market for this sport and what are their characteristics?  Fans- will they come, how much will it cost to watch?  What companies would sponsor your sport and/or athletes?  On 1 sheet of paper, clearly answer these questions.  On 1 sheet of paper, draw a picture of this sport being played  Be prepared to discuss your new sport with the class.

Employ product mix strategies to meet customer expectations

 Concepts and procedures necessary to obtain, develop, maintain, and improve a product or service mix in response to market opportunities.  PRODUCT: The goods and services a business will offer to its customers

Sports Events Ones in which we participate Ones we just watch or hear, either in person or on TV, radio or the internet Athletes Ones that earn their income from the performance on the field (Professionals) Ones that are considered amateurs and perform for their own enjoyment Venues Ones that host only one sports team Ones that host multiple sports teams

Non-sport events a. Concerts b. Festivals c. Conventions Sporting goods a. Equipment b. Apparel c. Trinkets & Trash

LICENSED MERCHANDISE a. Apparel (soft goods) – team and player specific b. Hard goods – equipment, toys, etc. SPORTS MEDIA a. TV/Radio – Broadcast media b. Newspaper/magazine – Print media c. Internet – News, Info & Social Media SPORT SERVICES a. Lessons/camps b. Rented-goods services c. Owned-goods services

 The overall impression consumers get from it’s unique name, design or symbol. › Characteristics of a GOOD BRAND :  Easy to recognize  Stick out from competition  Easily recognizable symbols  It’s own personality

 BRAND AWARENESS › Getting the public to know your product › Typically one of the first step in marketing a new product › Cannot have Brand Loyalty or Brand Image without Brand Awareness  The team name, mascot, and logo are important elements that a sport/event organization uses to create and maintain Brand Awareness

 Brand Image  Your expectations of a brand based on previous knowledge  Brand image is a product's "personality."  A product’s reputation  Wrigley Field's reputation as a great sport/event venue is its image or personality.

 Brand Loyalty › Having consistent consumption of a product

 The unique characteristics of sport/event products make marketers’ jobs interesting.  Outcome of sports/events cannot be controlled, marketers focus on the elements of the product they can control, such as prices and promotions.

 QUALITY of GOOD › Performance —how well does this product do what it’s supposed to do? › Serviceability —will this product be easy to fix if something goes wrong? › Features —what are the additional benefits of this product › Durability —how long will this product last? › Reliability —will this product perform consistently? › Design —do I like the way this product looks and feels?

 QUALITY of Service › Reliability —can I depend on the service provider? › Tangibles —how do the venue, equipment, and personnel look? › Assurance —are the employees courteous and trustworthy? › Responsiveness —are the employees helpful and prompt? › Empathy —how much individual attention will I receive from the service provider?

1. Games 2. Events 3. Tickets 4. Organization 5. Facility 6. Equipment/clothing 7. Branding: › Awareness, Image and Loyalty

 A combination of goods and services › can rarely be treated as either pure goods or pure services › Most sport/event products have a complex nature that combines elements of both types of products

 Describe the product and brand.  How does the different services offered effect the brand?  Evaluate quality. (Quality of good/service)

Identify the product elements for a MHS Athletic Event

 Consistency  Separability  Perishability

 CONSISTENCY › GOODS : you can expect same quality, Consistent- the quality of a product’s performances is possible to guarantee over a period of time  Nike Jordan's › SERVICES : More Inconsistent- a team, customer service at concessions, etc.  Panthers (Superbowl, Most loses in a season)

 SEPARABILITY : › GOOD : How easy is it to separate the product from the person or business providing the product?  Ex- Baseball card- from upscale store or eBay? › SERVICES : more difficult to separate… listening to a band with a bad sound system

 PERISHABILITY › GOODS : can be stored, soccer balls will not go bad › SERVICES : If they’re not consumed immediately, they will be gone forever  Game, Concert

 INCONSISTENT- Carolina Panthers  PERISHABLE- Yoga Class at gym  Game Tickets  SEPARABILITY- Circus  Long lines, expensive food, performers injured  caused-hair html caused-hair html

 Who should take responsibility for the incident and why?  What should the new policy state in regard to event costumes & dance routines?  Who or what type of entertainment would be a better choice for the Super Bowl half-time show?

 Your task is to create a mobile identifying the 4 P’s of marketing for a new sports drink. Product, Place, Promotion, and Price  You will be graded on identifying elements of the marketing mix, creativity, and color and design.

1. Pick a sport or entertainment event 2. Describe the PRODUCT (good OR service) your event is providing › Choice of product › Packaging › Level of quality: What level of quality will the business ensure? › Warranty: Will the business offer a warranty to its customers to ensure satisfaction 3. Outline your BRANDING strategy 4. Detail what is UNIQUE about your product 5. Define the PRODUCT ELEMENTS 6. Present to the class