Pricing HSS 3000/5263 Sport Marketing Dr. Brian Turner.

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Presentation transcript:

Pricing HSS 3000/5263 Sport Marketing Dr. Brian Turner

Basics of Pricing Vast range of product elements that require pricing –Tickets –Hard and soft goods –Memberships –Concessions –Information –Signage

What is Price? “… statement of value for a sports product” Value is the central tenet of pricing Price is a critical element of the sport marketing mix

Determinants of Pricing - Internal Factors Other marketing mix variables Costs

Determinants of Pricing - Internal Factors Costs –Satisfaction = –Cost vs. Price Fan Cost Index (FCI) –4 average price tickets –4 small soft drinks –2 small draft beers –4 hot dogs –Parking for 1 car –2 game programs –2 adult-size hats

Determinants of Pricing - Internal Factors Organizational Objectives

Determinants of Pricing - External Factors Consumer demand –Elasticity of demand = Elastic demand Inelastic demand Unitary demand

Determinants of Pricing - External Factors –Estimating Demand Economy Competition Others –Legal issues –Technology

Differential Pricing Strategy One of the most common practices “… selling the same product or service to different buyers at different prices” Second-market discounting

New Sports Product Pricing Penetration pricing –“… pricing in the lower range of expected prices, in the belief that an elastic market exists and the lower price will increase the quantity purchased.” Skim pricing –“… pricing high in the expected range of prices, in the belief that demand is price inelastic”

New Sports Product Pricing Production capacity Rate of technological change Barriers to entry Economic conditions Desired image

Psychological Pricing Strategies Prestige Pricing Reference Pricing Odd-Even Pricing Customary (or Traditional) Pricing

Cost-Based Pricing Strategies Break Even Analysis –Fixed Costs (FC); Variable Costs (VC) –TC (total cost) =

Cost-Based Pricing Strategies –For 10,000 soccer balls Break Even Point

Cost-Based Pricing Strategies Cost-Plus Pricing –Costs + Desired Profit = Price Target Profit Pricing

Price Adjustments Price Reductions –Risky May associate multiple price reductions with inferior product quality May associate price reductions with price gouging May “wake a sleeping dog” Makes it more difficult for the consumer to establish a frame of reference for the true price of the product Price increases

Price Adjustments Price discounts

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