1. SEM1 1.04 A- Product Service Management Employ product mix strategies to meet customer expectations

2. Product Service Management  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  Choice of product: Will the business offer a variety of products?  Packaging: Does the packaging protect the product and provide necessary information about the product?

3. Product Service Management  Product Cont.  Level of quality: What level of quality will the business ensure?  Brand name: What brand name products will the business offer?  Warranty: Will the business offer a warranty to its customers to ensure satisfaction

4. Categories of sport/event products. 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

5. Categories of sport/event products Non-sport events a. Concerts b. Festivals c. Conventions Sporting goods a. Equipment b. Apparel

6. Categories of sport/event products Licensed merchandise a. Apparel (soft goods) – team and player specific b. Hard goods – equipment, toys, etc. Sports Media a. TV/Radio – Broadcast media EXAMPLE – A baseball game broadcast on the radio is an example of sport media a. Newspaper/magazine – Print media b. Internet – News, Info & Social Media Sport Services a. Lessons/camps b. Rented-goods services c. Owned-goods services

7. Branding  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

8. Branding  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.

9. Branding  Brand Loyalty  Having consistent consumption of a product

10. Branding  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

11. Unique characteristics of sport/event products  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.

12. Unique characteristics of sport/event products  Quality of Product  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?

13. Unique characteristics of sport/event products  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?

14. Unique characteristics of sport/event products  Separability:  close link between the product and the provider

15. Unique characteristics of sport/event products  Perishability  Many sport/event products have a high degree of perishability  If they’re not consumed immediately, they will be gone forever  Game, Concert

16. Unique characteristics of sport/event products  Consistency  Inconsistent: the quality of a product’s performances is impossible to guarantee over a period of time EXAMPLE – A NEIGHBORING TOWN”S BASKETBALL TEAM WENT TO THE STATE CHAMPIONSHIP GAME LAST YEAR, BUT DIDN”T MAKE THE PLAY-OFFS THIS YEAR.  Consistent: the quality of a product’s performances is possible to guarantee over a period of time  Nike Jordan's

17. Elements of the sport product 1. Games 2. Events 3. Tickets 4. Organization 5. Facility 6. Equipment/clothing 7. Branding: 1. Awareness, Image and Loyalty

18. Most sport/event products are classified as…  A combination of goods and services  can rarely be treated as either pure goods or pure services  Most sport/event products have a multifaceted nature that combines elements of both types of products

19. “You Do” 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