Positioning. 4.5 Marketing Applications Positioning  Fixing company products in the Minds of Consumers  All about “perception”  Relative to competitor.

Slides:



Advertisements
Similar presentations
3.02 Position products/services to acquire desired business image.
Advertisements

On Target Group Coaching
Introduction to Marketing
Positioning Services in Competitive Markets
Sports & Entertainment Marketing Pricing. Welcome to: The Price is Right!
Developing a foundational knowledge of PRICING to understand its role in marketing Unit 4 Objective 4.07.
Chapter 3 Marketing Principles Applied to Sport Management
Lesson 5.1 – What is the Marketing Plan?. The Marketing Plan What is a marketing plan and why are they important to sports and/or entertainment organizations?
Chapter 10 Marketing and Product Development: Creating and Positioning Goods and Services © 2007 The McGraw-Hill Companies, Inc., All Rights Reserved.
Marketing through Sports Using Mainstream Strategies
19-1 Chapter 19 Developing a Promotional Strategy for the Marketing of Sports Products McGraw-Hill/Irwin©2007 The McGraw-Hill Companies, All Rights Reserved.
Copyright © 2014 by Sports Career Consulting, LLC
Copyright © 2014 by Sports Career Consulting, LLC Lesson 5.1 – What is the Marketing Plan?
18-1 Chapter 18 Pricing Decisions in Sports Marketing McGraw-Hill/Irwin©2007 The McGraw-Hill Companies, All Rights Reserved.
Marketing Strategy Process Market/ customer analysis Market segmentation Market targeting Marketing Mix Market positioning.
SEM A - Pricing PE - Develop a foundational knowledge of pricing to understand its role in marketing PI - Identify factors affecting pricing of SEM.
Lesson 12.1 – Careers in Sports Copyright © 2014 by Sports Career Consulting, LLC.
6.01. Describe sponsor, sponsee and sponsorships.  A sponsor is a business, person or organization that finances a sports or entertainment entity. 
COMPETITION IS EVERYWHERE
Licensing in Sports.
Sports & Entertainment Marketing Mr. Bernstein Develop a Marketing Plan, pp May 21, 2013.
Compiled by: Gul Sayyar, ACCA-UK
Unit 1. Goals  Define sports marketing.  Explain the value of sports marketing to the economy. Chapter 1 Slide 2.
Marketing Plans Created By Memory Reed Promoting Your Products ·Promotion – communicating with a customer through advertising, publicity, sales.
Introduction to Marketing
4.1 Event Marketing Marketing The Event 4.1 The Event.
Lesson 4.5 – Positioning Copyright © 2014 by Sports Career Consulting, LLC.
Developing Marketing Strategies Ian Mejia 2009 Redfield College.
Chapter 6 Version 3e1 Target Markets Discuss alternative strategies for selecting target markets. 7 7.
What is Sport Marketing?
4.1 Event Marketing Marketing The Event 4.1 The Event.
Marketing Management 18 April 2011.
Chapter 10: Marketing Communications Programs
4-1 Chapter 4 Sponsorship Objectives and Components McGraw-Hill/Irwin©2007 The McGraw-Hill Companies, All Rights Reserved.
0 Chapter 10 Developing, Positioning, and Differentiating Products through the Life Cycle.
What Is Marketing? REVIEW. Objectives Explain why marketing is the business function that identifies customer needs Use marketing to establish your brand.
4.01 PRICING. ESSENTIAL QUESTIONS A: What are the concepts of pricing in SEM? B: How do the 5 factors affect pricing in SEM?
Competitive Positioning and Competitive Advantage Professor Chip Besio Cox School of Business Southern Methodist University.
Segmentation, Targeting and Positioning Lecture no 6.
Template provided by MarketeersClub.com File Name MP_Competitive Summarys_0409 Competitive Summary – Competitors & Their Core Competency QualityServiceBenchmark.
Positioning Tools. Positioning Developing a specific marketing mix to influence potential customers’ overall perception of a brand, product line, or organization.
 It is the process of selecting specific market segments on which to concentrate the marketing effort.  This requires the analysis of 4 aspects present.
4.01 PRICING. ESSENTIAL QUESTIONS A: What are the concepts of pricing in SEM? B: How do the 5 factors affect pricing in SEM?
Lesson 7.1 – Understanding Sales Copyright © 2013 by Sports Career Consulting, LLC.
Lesson 4.5 – Positioning Copyright © 2013 by Sports Career Consulting, LLC.
CHAPTER 5: PRODUCT AND PRICE DECISIONS-SPORTS. I. PRODUCT DEFINED A PRODUCT CAN BE TANGIBLE (BASEBALL BAT-GOOD) OR INTANGIBLE (WATCHING A SPORTING EVENT-SERVICE)
Chapter 10 Pricing Strategies. Objectives To understand core issues of price versus cost, price, and value and the setting of pricing objectives To understand.
Chapter 7 The Sport Product. Objectives To recognize the elements of the sport product that contribute to its uniqueness in the wider marketplace of goods.
Marketing The Event 4.1 The Event. Standard Four Students will assess the importance of event marketing and entertainment in sports. Students will assess.
The Importance of Branding brands Sports organizations and companies strive to develop strong brands to differentiate themselves from one another. (Ex.
Chapter 4 Strategic and Operational Planning. Importance of Planning Planning is one of the most important tasks managers do. Planning has three major.
Standard Four  Students will assess the importance of event marketing and entertainment in sports.
Sports & Entertainment Marketing How to market fun and excitement!
Sports and Entertainment Marketing Sponsorship
Customer-Driven Marketing Strategies
Sports and Entertainment Marketing
Chapter 3 Marketing Principles Applied to Sport Management
Lesson 4.5 – Positioning Copyright © 2016 by Sports Career Consulting, LLC.
Marketing Plans.
6.02 Discuss Product Licensing
Marketing.
BUSINESS MARKET & BUSINESS BUYER BEHAVIOUR
Sports Marketing Lesson Plan Day 10
CHAPTER 5: PRODUCT AND PRICE DECISIONS-SPORTS
3.1.5 Branding and differentiation
Marketing The Event 4.1 The Event.
4.07 Develop a foundational knowledge of PRICING to understand its role in marketing.
Positioning Positioning (the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market) Value position.
Marketing The Event 4.1 The Event.
Marketing The Event 4.1 The Event.
Presentation transcript:

Positioning

4.5 Marketing Applications Positioning  Fixing company products in the Minds of Consumers  All about “perception”  Relative to competitor products Positioning: The fixing your sports or entertainment entity in the minds of consumers in the target market

4.5 Marketing Applications Positioning Positioning is About Perception In an effort to position its product as beverage that is as effective as traditional sports drinks in replenishing fluids after a workout, Vita Coco Coconut Water signed Major League Baseball star Josh Hamilton to endorse its brand in 2012 along with an announcement on the eve of the kick-off of the NFL season that they signed four NFL players ( Vernon Davis, Larry Fitzgerald, Eric Decker, and Devin Hester) as ambassadors for the brand

4.5 Marketing Applications Positioning Positioning also refers to the place the product occupies in consumers’ minds relative to competing products

4.5 Marketing Applications Positioning Positioning is important to all sports and entertainment products Sports leagues (NFL vs. Arena Football League) Sports teams (The Los Angeles Lakers in the 1980’s as “Showtime”) Sporting goods (Under Armour as comfortable performance apparel)

4.5 Marketing Applications Positioning Positioning is important to all sports and entertainment products Sports drinks (Gatorade as a performance beverage) Movie studios (Pixar as a leader in animated films) Entertainers (Sylvester Stallone, Arnold Schwarzenegger and Bruce Willis and as iconic action film stars)

4.5 Marketing Applications Positioning Positioning is important to all sports and entertainment products Entertainment products (DVD vs. Blu-Ray) Facilities and venues (Premium seating vs. general seating)

4.5 Marketing Applications High (variable one) Low (variable one) Low (variable two) High (variable two) Product A Product B Product C Product D Positioning Map: Products or services are grouped together on a positioning map Products or services are compared and contrasted in relation to one another Marketers must determine a position that distinguishes their own products and services from competitor products and services

4.5 Marketing Applications High Price Client Entertaining Lower level seats for Disney on Ice Luxury suite at an NFL game “Cheap Seats” at a minor league baseball game Night at the movies Family Fun Low Price Club seats at an NBA game Ticket Sales Positioning Map

4.5 Marketing Applications High Price Top Row Corners Mid/Upper Level Sidelines Upper Level Seats Low Price Lower Level End Zones Courtside Seats Lower Level Seats

4.5 Marketing Applications Positioning Strategy Identify all possible competitive advantages Could include: Products, services, channels, people or image can be sources of differentiation Organizations often position their products relative to competitor Weaknesses (5-hour energy)

LESSON 4.5 Marketing Applications Positioning Strategy Choose the right competitive advantage 1)How many differences to promote? 2)Unique selling proposition (5-hour energy)

4.5 Marketing Applications Positioning 5-hour Energy Drink focuses on its small packaging size and claims to provide a long lasting energy boost without the “usual jitters associated with energy drinks.” These purported features are intended to provide the competitive advantage necessary for distinguishing this energy drink from the many competitors on the market. Click here to view the latest endorsement from legendary pro athlete, Bo Jacksonhere

4.5 Marketing Applications Positioning Strategy Positioning errors to avoid 1)Which differences to promote? 2)Are the differences legitimate?

4.5 Marketing Applications Positioning In 2012, Skechers paid $40 million in deceptive advertising charges to settle a claim made by the Federal Trade Commission that the footwear company’s assertion that its Shape-ups shoes would help people lose weight and strengthen muscles was unfounded

4.5 Marketing Applications Product Differentiation Product Differentiation: Refers to a positioning strategy that some firms use to distinguish their products from those of competitors Kentwool (a 168-year- old company known for selling upscale niche clothing) recently introduced a $25 pair of golf socks to the marketplace, positioning the product as “performance” apparel for the golf aficionado

4.5 Marketing Applications In an interview with CNBC’s Darren Rovell, Kentwool CEO Mark Kent explains: "Ninety-five percent of all socks are fashion based. Five percent are performance based. We basically set out to put ourselves in the top one percentile of that five percent to make the highest performing sock in any market segment. So to differentiate yourself you have to become in layman's terms the Ferrari of the market, you have to be the fastest car on the street or the best performing sock in the marketplace."

4.5 Marketing Applications A private golf course may be suffering slumping membership sales. Management may choose to open up the course to the public, which will ultimately require a well planned re-positioning strategy Re-Positioning Re-Positioning: A marketer’s plan for changing consumers’ perceptions of a brand in comparison to competing brands

4.5 Marketing Applications  Re-positioning involves identifying who the new target market is and a strategy for creating awareness and demand within that market  Part of the re-positioning effort in this case would require sending a message to the target market that the club is affordable by public standards Re-Positioning

4.5 Marketing Applications Slogan might be “Enjoy the benefits of a private club at public course rates!” Re-Positioning

4.5 Marketing Applications Chocolate Milk has adopted a re-positioning strategy in its efforts to communicate the product’s benefits as a post-workout recovery drink to fitness-minded consumers via its 2012 “My After ” campaignMy After Re-Positioning