Sports Marketing Synthesis

These firstly include Boosting the customer experiences. The company has wanted to create a simpler, faster, smarter and a safer experience possible, for its customers. This is then followed by being able to provide intuitive mobile experiences. This is by being able to be first to market these interactions across to the marketplace. Building new, compelling and unique sports products, is another factor of the strategy utilised by the company for its marketing. Finally, they want to be known by their customers for being fun, fast and fair. This is enabled by engaging and entertaining customers with their brand, and experiences (Williams,

In the last 30 years innovation and product development in sports has seen consistent growth even with the micro and macro-economic differences. One of the reasons this happened is because most sports enterprises have smarted up their way of product development through paying close attention to the relationship between sports consumers and product development.

Commercial companies use many different methods to sell products to the public. They use commercials and logos to manipulate the ways people think. While using public figures or sports icons to connect with the general public emotionally. In this paper I will be writing about two sports drink giants and how they use credibility, emotion, and logic to sell their product.

Only once in a lifetime is one blessed to witness legendary athletes perform and break records. I was fortunate enough to witness the even during my generation when Michael Phelps smashed world records in 1 sensational week that took the sporting world by storm. Phelps rose to stardom and soon was minting millions through endorsement deals not only in the US but across the globe as well. At a quick glance, one would assume that Phelps became a sensation overnight. But a deeper research into the strategy that made Michael Phelps the sportsman he is, is astounding and shows that a proper brand building, hard work and commitment towards the set targets and goals can reap dividends. The following case study answers some of the questions asked in the book Strategic Management by F.T.Rothaermel

This paper will be talking about a company called Barstool Sports based out of Boston. This paper will be taking an in depth look into the company and its marketing as a whole. There are many topics that will be covered all relating to Barstool sports and marketing. (NEED MORE INFO)

The notion of "marketing myopia" has haunted marketers since Theodore Levitt published his famous article "Marketing Myopia" in Harvard Business Review in 1960. Levitt argues that companies which narrowly focus on the product to the detriment of customer requirements (i.e., dispensing with the marketing concept) suffer from marketing myopia. Myopia or shortsightedness is often apparent within organizations. Several types of marketing myopia can be identified including classic myopia, competitive myopia and efficiency myopia. Companies displaying one of these three elements are clearly distinguishable from innovative firms which embrace the marketing concept in practice and which have a much broader scope than is

In traditional marketing business companies have to make sure that they are providing the right product. Determining the product is essential in business. For instance, Pepsi Co. has defined its product as cola soda. Likewise in sports marketing a product needs to be defined also. A sports agent’s product is the athlete. He or she has to represent the client well enough to get preferred contracts or top dollar endorsements. There has been some debate as to what constitutes the “core” product in sport marketing. For example, some posit that the core product is the actual event. On the other hand, if we applied a mainstream marketing definition, the “core” product is the benefit that consumers seek from a product, service, or experience, therefore taking the focus off of the actual event. (Masteralexis, Carol & Mary, 2012)

In the world of sports management, sports marketing has created a special niche. Sports marketing shares similar principles and elements that traditional marketing does, however there are several unique differences. The “marketing mix”, which is the “blueprint” to a marketing campaign, are commonly referred to as the “Four P’s”: product, price, place and promotion (Masteralexis, Barr and Hum 2012). These elements are tailored to meet the unique needs of the sports management professional and ultimately spell success. The media is one of the most powerful tools sports marketers utilize when marketing sports products. Marketing communication “are the channels used to deliver messages to prospective attendees”, which include the following channels: newspaper, radio and television (Clow, Fetchko and Roy, 2013). Nearly everywhere we go there is some type of advertisement enticing us to view a regular season game or buy a season pass, be it basketball, football, baseball or

Nike’s main competitors, Adidas and Reebok, each produce a similar product mix to Nike’s, and in order to keep a competitive edge, these companies attempt to optimize its current products and showcase new innovative products. The Summer Olympics, the biggest sporting event series in the world held every four years, presents Nike and other sporting good companies with a huge opportunity to showcase new products and fuel the competition in their industry through sponsorships of teams and individual athletes. By the next Summer Olympics in 2016, sporting companies will have another chance to show off their brand, enhancing the competitive rivalry between each other. Another competitive issue that inhibits Nike’s product distribution is the large amount of substitutes in the sporting goods industry. Consumers have a wide selection of footwear, apparel, and sporting gear retailers to choose from, which requires sporting goods companies to enhance their marketing strategy to sell their products in order to survive in the industry. On the contrary, there are some economic factors that may benefit Nike’s marketing of product in the next few years. Since 2008 recession, real personal consumption expenditures have increased, indicating that consumers are willing to spend more of their money on certain items (Appendix B). This may be an opportunity for Nike to intensify marketing to consumers in order to increase sales at time where there is an increasing

This is made possible through collaboration between the product development team, the sports marketing team, sales teams, as well as the help of athletes to help determine buyer needs and product innovations/changes (C-86).

With the development of Chinese economy, sports industry has become one of the new industries in china, which has large market size and high growth rate (Qinqin, n.d.). In Chinese sports area, Li Ning brand, built by famous gymnast Li Ning (Enright, 2012), is the market leader and owns about 8000 hypostatic shops domestically (Zhang,2011). Similar to some international famous brands like Nike and Adidas, Li Ning intends to enhance influence by exploring international market (Sauer, 2012). For this reason, the essay will compare and contrast the marketing strategies of Li Ning domestically and internationally. A close look at the sources

The career of a sport management professional offers a large number of various positions. One such career is that of a director who specializes in promotion and development. “Promotion and development directors are hired by sports teams and school athletic programs to design and implement promotional campaigns that will increase ticket sales” (Sports Management 1). The biggest part of their job is to provide a profit for the organization they are working for. Directors set up opportunities for the sports team to make money off of sponsors. They also set up deals with advertisers to pay a sum of money in exchange for their ads or products to be listed or shown at their sporting event (Sports Management 1). Good advertising and production of cash flow go hand in hand while promotion directors try to help them to succeed. Development and promotion directors play an important role in developing a profit for their organizations.

According to market orientation, an organization creates a business strategy that can lead their company to go beyond their competitors .same as this JD sports which is a well known retailer, keep the balance of its marketing mix to fulfill the needs of consumers in order to achieve business growth. In this case study JD sports has adopted the strategies for placing , Pricing and positioning the brand which has resulted a good growth in business. JD continuously adapting and changing their marketing mix through a focus on customer’s needs, which helped JD to stay ahead of their competitors .

The Adidas group sells products in virtually every country of the world. Thus, different promotional tools are used in order to reduce the number of lost customers and to increase sales. The group has set up an unparalleled portfolio of promotion partnerships with international recognized sports associations (e.g. UEFA, FIFA, NBA, NFL, and NHL). Henceforth, commercials, ads, apps for smart phones, product placement, sponsorships for athletes and sport events (e.g. Berlin Marathon 2011) are implemented.

As the year of 2014 winded down, with the ending of the Sochi Olympics, the Executive Board of the International Olympic Committee devised a list of 40 recommendations with the intention of shaping the future and the direction of the Olympic Games. These recommendations provide a strategic guideline to follow heading into the Tokyo 2020 Summer Olympics. These recommendations can play a key role in improving sport and sport marketing in countries around the globe. Furthermore, recommendation #26 “To further blend sport and culture” can impact sport marketing in the country of Russia.