Question

Out of sport product, sport marketplace, sport finance and sport promotion, what do you believe are the 3 elements of sport that most contribute to the uniqueness of sport marketing? Explain your choices.

Answer 1

Sport marketing- is basically applying the concepts of marketing practices to sport products and services and marketing the industrial and consumer products by sport. A sport company should choose the best marketing mix that is place, product, price, promotion which are known as Four Ps. such a marketing mix should be choosen after analyzing the competitors, what consumers need, analyzing the climate and the company too.

According to me sport promotion, product and marketplace is the most important elements in sport marketing.

Sport Promotion : promoting a product basically means raising awareness about the product or service, giving the information about the product or service to the consumer or using various methods to attract the potential customers. In sport promotion the attention of the customer is grabbed to make them buy the sport product. Promotion of sport does not include only advertising, it also includes making the customer aware of the product benefit, why he or she should buy the product, stimulating them to buy the product, concentration of promotion is on selling product. The various elements in sport promotion are: sponsorship, advertising, licensing, public relations, personal contact etc.

Sponsorship is basically relationship or bond between an sport organization and corporation to create a brand image and making the customers loyal towards the company. Advertising is the paid and non personal communication of the sport product or sevice through various platforms like direct mailing, broadcast, print, media etc. Licensing is the method where one manufacturer of the sport products gets in alliance and give permission to another party to manufacture the products and they get payments in return. Public relations include the various activities, media coverage, communication, all these activities help the sport organization to built up their image and promote themselves. Personal contact is where one to one conversations is between the seller and the buyer and this is how the product is promoted. All these promotional activities have major roles in sport marketing, This increases sales and attract the new customer base and make the existing customer base loyal toawards the organization.

Sport Product : Sport product is basically the game or the product or service provided by the sport organization, which is not in control of the sport marketer. How the game will be and how well the sportsmen will perform is all that make the product successful. but the marketer should not brag about it or make it too unrealistic. In sport marketing it is not necessary that the product will be tangible , it can be a sport activity to be enjoyed. The packaging of the product matters, It encourages the target market to purchase the product. The game or the event should be promoted and communicated in a good manner, what all is expected from the event should be told before the tickets of the event is sold. The event can be promoted as family event or charitable event.

Sport Marketplace : The location of the sport event or the game or where the services and products will be provided, where the tickets will be sold or information about the event will be given. Sport marketplace also includes target markets which can be national, global, regional, geographical, cities, states etc. The access to the sport marketplace should be easy, their should be parking facilities near events, clean restrooms,easy access, clean aesthetics, water and food, walkways, smoke free environment, ramps, security and safety, seating comfort, cleanliness of the stadium makes the customer satisfied of the product purchase. Such facilities make the customers stay in the stadiums longer and return to the sport facility or event next time and make the purchase worth.