1. chapter 7 The Sport Product

2. Objectives To recognize the elements of the sport product that contribute to its uniqueness in the wider marketplace of goods and services To learn the process involved in product development as well as its relation to the concept of the product life cycle To understand product positioning, product image, and product branding and their roles in successful sport marketing

3. The Sport Product The sport product is any bundle or combination of qualities, processes, and capabilities that a buyer expects will satisfy wants and needs. (bundles of benefits are better for marketers of any product!)

4. Challenges for Sports Marketers The sport product 3 Challenges to the Sports Marketer 1.It is inconsistent from consumption to consumption. (each game different) 2.The game itself is only a small part of the ensemble. Golf v the golf experience (skiing) 3.The sport marketer has little control over it. Creighton B-ball this year vs. McDermott Era

5. The Event Experience: The Core Elements Figure 7.1 Game form (rules and formats) Players (Stars and role players) Apparel and Equipment Venue

6. Product Extensions: Those Things That Enhance the Experience Coaches? Can be a core. Tickets Luxury boxes Programs and scorecards Video screens Music Memorabilia Mascots Let’s look at the core elements more closely

7. Core Element: The Game Form Rules and techniques – 24/35 second clock Special features that may make a sport product especially attractive to certain consumers – Iowa and Indiana Basketball Individual moves – can they be patented? “Fosbury Flop”, “sky hook”, west coast offense, two-handed back hand, “Icky shuffle”

8. Core Element: Star Power A presence that transcends the actual playing. LeBron, Tiger, Peyton, Jeter, Beckham, Pele, Gretzky, Serena, Jordan, Dale Jr. Today's players, coaches, and owners are extended beyond the event. Star talent, or its absence, can make or break entire leagues. Sponsors and marketing exposure are key to broad product extension.

9. Core Element: Equipment and Apparel Needed to compete – performance element Tangible – takes the experience and makes it more real (why do we buy a t-shirt?) Enhances experience Demonstrates affiliation Separates players from non-players (high level equipment in golf/tennis/baseball)

10. Core Element: Venue It is the place for distribution. Teams and franchises are closely aligned with their venues. Memories are created. Communities are created. It provides significant revenue streams during and outside of game days. Can be a negative!

11. Venue Personnel Point of contact for customer Disney’s guest-centered philosophy –Emphasize common courtesy. –Make "extratransactional" encounters with customers, beyond what they normally expect. –Be proactive. –Increase complaints. –Develop a theme and a consistent ethos of service that cascade through the venue. –Incorporate personnel procedures and training into company policy.

12. The Ticket and Other Print and Electronic Materials Tickets used both as a promotional tool and as a source of revenue Personal seat licenses Programs Magazines Newsletters Web sites DVDs

13. The Organization All elements of the product are under one umbrella and add value to the individual team. All of the core and extension elements added together make the whole package 877 million Franchise Value 1.56 billion

14. Key Issues in Sport Product Strategy Product Differentiation – what separates us from them? Product development – continual improvement and innovation Product position – an average product in the right place can be effective Brands and branding – Awareness and loyalty

15. Product Differentiating Sport vs. Sport What makes one product different from another? What gives it a competitive uniqueness? LPGA tournament vs. NFL game –Game form (NFL – High skill, high pace) –Viewing situation (Golf – fans can move with players) –Proximity to action (NFL – distant) –Interaction with players (Golf - high)

16. Production Differentiation: WNBA vs. ABL Markets and venues Star appeal Television Season of play

18. Product Development Generation of ideas Screening and implementation of ideas Recent Product Fails The Microfiber ball in the NBA Tight sleeved NBA uniforms Bad grass in NFL

19. Product Innovations Relative advantage of the new product over old preferences Complexity or difficulty in adoption and use Compatibility with consumer values Divisibility into smaller trial portions Communicability of benefits

20. Positioning It is how customers locate proposed and present brands in the market. It defines the market that will be targeted. It assists the sport marketer in understanding how customers see their market. Based on that information, the marketer can maintain position or attempt to reposition the product.

21. Perceptual Mapping Select two attributes of product. Place each on an axis. Pool consumers to rate product on attributes (scale of 1 to 10). Information will assist in determining product position in the market.

22. High Cost Low Cost High ActionLow Action Product Space Map Watch TV Concerts Movies High School BB Where would York College Baseball be placed on the Map? Pro Hockey

23. Potential Product Attributes Level of excitement Price Proximity to action Level of performance Authenticity Affiliation Socialization

24. Elements of “Brand Equity” or brand “Capital” Name “recognition” or awareness Strong mental or emotional associations Perceived brand quality Strong customer loyalty

25. 4 Stages of Product Life Cycle Introduction Growth Maturity Decline

26. Speculations About Sport Product Life Cycles Game forms that enjoy any kind of maturity seem to be resistant to decline. Teams and franchises have much more volatile and unpredictable cycles than those of their overall sports. Equipment cycles appear more technology- driven than apparel cycles. Apparel cycles blend the more stable trends in game forms with wide fluctuations in fashion.