Chapter 3: Marketing through sports using theme-based strategies

Marketing Mix
Target market
Price
Product
Place
Promotion
Name an example of Nonsports product marketed using sports platform
Eminem Chrysler commercial during the Super Bowl
Three strategic approaches
Undifferentiated
Differentiated
One to one
Market segmentation
Subdividing heterogeneous markets into smaller groups
Target market
The market segment that the marketer will pursue via development of a tailored marketing mix
Segmentation criteria
Demographics (UFC)
Geographics (NASCAR)
Psychographics (X-Games)
Product Related variable (NFL)
Life cycle of a product
Intro
Growth
Maturity (most profitable phase)
Decline
Promotional IMC mix
Advertising
Personal selling
Sales promotion
Public relations
Direct Marketing
Sponsorship
Promotional tools for non sports products
Product placement
Virtual advertising
Hospitality
Digital & Social Media
Example of sales promotion in theme based strategy
Contest to win free tickets
Point of sale display
Free sample
Coupons
Example of advertising in theme based strategy
advertise during the super bowl
advertise in sports illustrated
advertise on sports radio
Example of personal selling in theme based strategy
Salesperson provides tickets to a game to customers
Conducting business on the golf course
Example of public relations in theme based strategy
Dissemination of positive publicity through media
Example of direct marketing in theme based strategy
Paid form of communication in which the target market can immediately purchase that non-sports product
Example of sponsorship in theme based strategy
venue naming rights
endorsements
licensing