1 Marketing Strategy [“M-Mix” 4Ps] Business Model Target Market [chs.7, then 5 & 6] 1. Product/Service Branding [chs. 8 & 9]a) Brand Packaging (create.

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Presentation transcript:

1 Marketing Strategy [“M-Mix” 4Ps] Business Model Target Market [chs.7, then 5 & 6] 1. Product/Service Branding [chs. 8 & 9]a) Brand Packaging (create synergy) - combine brand offering benefits b) Brand Identity (create stars) - brand enhancement of features/personality - brand a “celebrity athlete” or “hot team” “Person & Preferences” a) Need/want for actual product/service benefits “Minds & Aspirations”” b) Needs/wants for product & service “halo” appeal 2. Promotion/Ad Sponsorship [chs. 10 – 12]a) Space/Time/Place Awareness (medium) - expand brand impression reach/depth b) Object/Possession Awareness (matter) - premiums to lengthen impression duration “Eyeballs & Ears” a) In-person/mediated viewers, readers, listeners “Locations & Lifestyles” b) In-person/delivery carriers, users, owners 3. Retailing [ch. 13, Ch.12, Ch.1]a) Sports merchandise store outlet or online site that distributes tangible products (e.g., apparel, shoes, equipment, accessories, etc.) b) Sports venue facility or virtual format that provides intangible services (e.g., games, events, activities, information, etc.) “Person & Proximity” a) Need/want for actual product/service benefits and physical/psychological closeness “Person & Passion” b) Need/want for service and emotional connection to activity 4. Distribution/Transport [ch. 13]a) Cargo delivery logistics value (supply) b) Passenger transit logistics value (shuttle) “Proximity & Time” a) Organization resource needs and operation schedules b) Individual venue arrival & departure schedules 5. Finance/Investment [ch. 14]a) Profitable investment return (gaining) b) Capital access for funding needs (giving) “Wealth & Worthiness” Individual/organizational investors meeting financial & rating criteria requirements Sports Biz Learning Lab Business Models for Marketing Strategy (Part 1) [MKTG 405; Dr. Carter]

2 Marketing Strategy [Delight, Data, Digital] Business ModelTarget Market [chs.7, then 5 & 6] 6. Delight Services & Customer Relationship Management (CRM) [ ch.8 p.238 Service Quality; ch.11 pp Selling, PR, Relationships, Sales Promo, & ch.12, p.344 Relationships] Outsource Sales & Service (ease) - Perform sales and service operations and customer relationship activities in a specialized manner to increase satisfaction and loyalty. “Information/Interaction Overload” Organizations with underserved customer contact and marketing program activities, that outsource relationship services to independent and online contractors. (sales, affinity programs, ordering, billing, maintenance, upgrades, complaints) 7. Data Intelligence & Market Research [ch. 4] Decision Support Systems (smarts) - Market trends, indicators & profiles “Literacy & Leverage” Individuals/organizations with a market intelligence understanding & ability to translate data into dollars 8. Digital Interactivity & Virtual Fantasy [chs.11,13] Anytime/Anywhere Gaming (play) - Digitally coding sports games and participants to permit virtual play > Fantasy format of “betting” > Gaming format of “being” “Networks & Nodes” Individuals/organizations interested in sports games with a willingness to play games of chance & fantasy, who are accessible via electronic or traditional marketing channels. Sports Biz Learning Lab Business Models for Marketing Strategy (Part 2) [MKTG 405; Dr. Carter]