15-1 chapter 15 segmentation of the sports market mcgraw-hill/irwin©2007 the mcgraw-hill companies,...
Post on 19-Dec-2015
214 views
TRANSCRIPT
15-1
Chapter 15Chapter 15
Segmentation of the Segmentation of the Sports MarketSports Market
McGraw-Hill/Irwin ©2007 The McGraw-Hill Companies, All Rights Reserved
15-2
Introduction and ReviewIntroduction and Review
• “The Mass Market Is Dead”
• “One-Size-Fits-All” Strategy is Obsolete
• Mass Marketing versus Differentiated Marketing
15-3
Differentiated StrategiesDifferentiated Strategies
• Marketing Mix Tailored to Each Selected Target Market
• Not Everyone:– Wants the same products– Shops at the same types of retail facilities– Will pay the same prices– Is motivated by the same promotions
15-4
Market SegmentationMarket Segmentation
• As Relevant for Sports Products as It Is for Nonsports Products such as Cars, Fast Food, Restaurants, Beverages, and University Programs
15-5
Target Market DecisionsTarget Market Decisionsin the Consumer Marketin the Consumer Market
• Market Segmentation – the Process of Subdividing the Heterogeneous Mass Market into Several Smaller, More Homogeneous Groups of Consumers
• Target Market – A Market Segment that the Marketer Will Pursue Via the Development of a Tailored Marketing Mix
15-6
Segmentation Criteria Segmentation Criteria in the Consumer Marketin the Consumer Market
• Demographics
• Geographics
• Psychographics
• Product-Related Variables
15-9
GeographicsGeographics
• Urban Versus Suburban– Basketball versus Soccer
• One Part of Country Versus Another– Skiing versus Golf
• One Country Versus Another– Cricket versus Baseball
15-11
Product-Related VariablesProduct-Related Variables
• Level of Use– Season ticket buyer versus infrequent buyer
• Loyalty– Long-term versus new season ticket buyer
• Benefits Sought– Social outing versus entertainment by athletes
15-12
Sports Fans Sports Fans
• Criteria Used to Segment the Overall Market of Sports Fans
– Involvement– Participation– Social Needs– Identification– Appreciation of Sport– Sex Appeal
15-13
Six Segments of Sports FansSix Segments of Sports Fans
• Players
• Patriots
• Appreciators
• Socialites
• Friends
• Voyeurs
15-14
PlayersPlayers
• Those Who Play a Sport Are More Likely to be a Fan of that Sport
• Example: Golfers Are Most Likely Group to Attend or Watch a Golf Tournament on TV
15-15
PatriotsPatriots
• National Pride – England versus France
• Regional Pride – New York versus Boston
• Important Segment for International Competitions such as the Olympics, the World Baseball Challenge, and the World Cup of Soccer
15-16
AppreciatorsAppreciators
• Admiration of the Players’ Skills
• Desire to Witness Excellence
• Not as Concerned about Who Wins
15-17
SocialiteSocialite
• Segment Seeks Sports Event Where Interaction with Friends Is Facilitated
• Tailgating (Boot Parties)
• Members May Not be Very Knowledgeable of the Sport or Event They Are Attending
15-18
FriendsFriends
• Watch Friend or Family Member Compete
• May Have Limited Knowledge of Sport
• Important for Minor Sports and Events– High School Sports– Amateur Recreational Sports
15-19
VoyeursVoyeurs
• Drawn by the Sex Appeal of the Sport or the Individual Athletes
• Skimpy Attire (Beach Volleyball)
• Attractive Participant (Anna Kournakova)
15-21
Participation MarketParticipation Market
• Players Rather than Spectators
• Segmentation Still Important for Marketer
• Same Four Categories of Segmentation Criteria Can be Applied– Demographics – Geographics– Psychographics – Product-Related Variables
15-22
Aggregate Participation MarketAggregate Participation Market
• Excitement-Seeking Competitors
• Getaway Actives
• Fitness Driven
• Health-Conscious Sociables
• Unstressed and Unmotivated
15-23
Excitement-Seeking CompetitorsExcitement-Seeking Competitors
• Prone to Engage in Risky Activities– Bungy Jumping, Extreme Sports
• Predominantly Male
• Relatively Young
• Generally Single
15-24
Getaway ActivesGetaway Actives
• Fun with Family and Friends– Skiing, camping, hiking, golf
• Vacation Prone
• Social Motives
• Both Sexes
15-25
Fitness DrivenFitness Driven
• Activities Requiring Strength and Stamina– Running, Aerobics, Martial Arts
• College Graduates Dominate this Group
• Predominantly Female
15-26
Health-Conscious SociablesHealth-Conscious Sociables
• Activities that Foster Good Health– Walking, Light Cardiovascular Exercise
• Older Participants
• Predominantly Female
15-27
Unstressed and UnmotivatedUnstressed and Unmotivated
• Prone to be Inactive
• Generally Older (Both Sexes)
• Few Activities Appeal to this Segment
• Little Marketers Can do to Induce Activity by Members of this Segment
15-28
Sport-Specific SegmentationSport-Specific Segmentation
• More Insight than with Segmentation of the Aggregate Participation Market
• Used to Identify Homogeneous Segments
• Applicable for Any Participation Activity– Golf, Bowling, Poker, Skiing, Tennis, Hunting
15-29
Segmenting the Golfer MarketSegmenting the Golfer Market
• Different Levels of Playing Ability
• Different Motives for Playing
• Different Attitudes toward Practice
• Differing Frequency of Play
15-30
Five Segments of GolfersFive Segments of Golfers
– Competitors– Players– Sociables– Aspirers– Casuals
• Recognizing Different Segments Allows Golf Marketers to Better Satisfy Their Various Groups of Customers
15-31
Closing CapsuleClosing Capsule
• “One-Size-Fits-All” Clothing Results in Consumers Wearing Clothes that Don’t Fit
• Developing One Marketing Mix For All Consumers Is Just as Ineffective
• Market Segmentation and the Resultant Differentiated Marketing Strategy Provide a Better Fit for Each Consumer
15-32
Closing CapsuleClosing Capsule
• Market Is Segmented Using Relevant Criteria
• Target Markets Are Selected from the Array of Identifiable Market Segments
• A Corresponding Marketing Mix Is Developed for Each Selected Target Market