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Marketing international Sarah Mischler – M1 ISA Objectifs, organisation, évaluation Objectifs Découvrir les concepts clés du marketing, du marketing sportif et du marketing international Être capable d’analyser et comprendre les marques et les marchés internationaux Les 4P du marketing mix d’un point de vue international Objectifs, organisation, évaluation Organisation 14h de cours magistral 6h de travaux dirigés Evaluation 100% contrôle continu Evaluation : 100% CC (1 écrit, 1 étude de cas en TD (en groupe), 1 mini dossier de 4 pages) Ecrit : le 6 décembre de 14h30 à 15h45 (1h15) en français Etude de cas en TD : le 22 novembre de 14h30 à 17h30 (3h) Mini dossier : à rendre par mail, format pdf, le 6 décembre au plus tard Rendre au moins un des 2 travaux en anglais (étude de cas et/ou mini-dossier) Objectifs, organisation, évaluation Mini dossier 4 pages : analyse de la statégie marketing d’une marque de sport au niveau international. Choisissez une marques et en faire l’analyse au niveau international. Quelle est son origine géographique ? Quels sont les pays où cette marque est présente ? A-t-elle le même positionnement (nom, image, noms de produits…) dans les différents pays, le même marketing mix (produit (packaging, fonctionnalité, couleurs…), prix (quels types de prix pour quels pays), distribution (type de magasins où le produit est commercialisé), communication (les supports, les thèmes) dans tous les pays où elle est présente ou existe-t-il des spécificités ? Globalisation ou adaptation ? Objectifs, organisation, évaluation Il ne s’agit pas de faire un texte de 4 pages mais varier la présentation, encadré, images, photos, graphiques, texte… Obligation de faire apparaître une bibliographie avec les 5 références principales utilisées Vous pouvez utiliser des articles de presse, des ouvrages, des articles de revue scientifiques… Theme 1 : What are marketing and sports marketing ? What marketing is, what marketing is not Marketing = identify and meet needs profitably 2 important issues in marketing Know the needs and the market Have influence on the demand Studies Environment persuade the demand to buy/use Who do marketing ? Companies from profit private sector Organizations from not profit private sector Organizations from public sector Brands in public sector in France Brands in public all over the world What sports marketing is Definitions from Sam Fullerton, G. Russel Merz, The four domains of sports marketing, Sport Marketing Quarterly, 2008, vol.17 2 dimensions for sports marketing The type of products Sport products Nonsport products The level of sport integration What sports marketing is Gray and McEvoy (2005). Sport marketing strategies and tactics. In B. Parkhouse (Ed.), the management of sports : its foundation and application. NY First definition : « The activities of consumer and industrial product and service marketers who are increasingly using sport as a promotionnal vehicle » = Marketing through sport What sports marketing is Second dimension : L’application des principes et processus marketing sur des marchés de biens ou de services directement liés aux pratiquants sportifs ou au spectateurs. Michel Desbordes, Fabien Ohl et Gary Tribou (1999), Marketing du sport, Economica What sports marketing is Mullin B., Hardy S., Sutton W (2000), Sport Marketing. Champaign, Human Kinetics 2 issues of sports marketing « Sport marketing consists of all activities designed to meet the needs and wants consumers through exchange processes. Sport marketing has developed two major thrusts : the marketing of sports products and services directly to consumers of sport, and the marketing of other consumer and industrial products or services through the use of sports promotions » Domains of sports marketing G. Russel Merz,The four domains of sports marketing, Sport Marketing Quarterly, 2008, vol.17 4 domains of sports marketing based on : - Sport products vs nonsport products - Level of sport integration Domains of sports marketing Sport product : 3 categories - spectator sports : live audience/media-based - participation sports, - sporting goods, apparel, and sports related products Nonsports products : Marketers of nonsports products have used sports plateforms or themes as part of their marketing strategy Nonsports Products In contrast to the various sports products, marketers of nonsports products have used sports platforms or themes as part of their marketing strategy as well. Examples of nonsports products that have used sports strategies involve no official relationship with a sports entity such as a league, team, or player. Using a traditional marketing strategy, the marketer identifies target markets and develops corresponding product, distribution, pricing, and promotion strategies that are Synthesis Tabie i. Products Sold by Sports MarHeters Sports Products Spectator Sports Products • The game or event itself Tickets for attendance Viewership and listenership on electronic media Participation Sports Products • Organized participation (leagues & tournaments) • Casual participation • Access to public and private athletic facilities Sporting Goods, Apparel, Athletic Shoes, & Sports-Related Products • Sports equipment (skis, golf clubs, & soccer balls) • Sports apparel (hunting clothing, swimwear, & team uniforms) • Athletic shoes • Sports-related products (souvenirs, lessons, & refreshments) Nonsports Products Goods and services not directly related to a sport 94 Volume 17 • Number 2 • 2008 • Sport MarHeting Quarterly S. Fullerton & G. Russel Merz,The four domains of sports marketing, Sport Marketing Quarterly, 2008, vol.17 Domains of sports marketing Level of sport integration : - Traditional integration - Sponsorship integration : - Traditional sponsorship - Venue naming right - Endorsements - Licensing and Adidas now se value far exceeds sociation with s also noteworthy Olympic Games is ringent set of rules early, the literature he terms sponsors ms reasonable to d as a special form as a wide array of o implement a ishes to integrate a tegy there are two use a traditional on the selection of of a corresponor alternatively the in a more formal of the four sponreceding pages ming rights, ents). rketing principles are releanding of today's Theme-based strategies can be defined as the use of traditional marketing strategies that incorporate a sports theme into the marketing program for nonsports products. The marketer might opt to use a sports-related copy platform or advertise products in sports-related Synthesis Tabie 2. rtie Basic Principles of Sports MarHetIng Nature of Sports Marketing Focus • Marketing of Sports • Marketing through Sports Products • Sports Products Spectator Sports Participation Sports Sporting Goods, Apparel, Athletic Shoes, and Sport-Related Products • Non-Sports Products Level of Integration • Traditional Target Market Selection Marketing Mix Decisions • Sponsorship-Based Traditional Venue Naming Rights Endorsements Licensing port MarHetIng Quarterly G. Russel Merz,The four domains of sports marketing, Sport Marketing Quarterly, 2008, vol.17 The 4 domains of sports marketing environment Theme-based strategies Product-based strategies Alignment-based strategies Sports-based strategies Basic principles of sports marketing Figure 1. The Four Domains of Sports MarHeting •MaieUng Ttrough Sports- Traditional Use iBSSgigflBlii) U 777emeSased •Marteffng of ProductBased Sports Marketing Domains 1 Sponsorship Based Sports Marketing Dimensions AlignmentBased Non-Sports Related SportsBased Sports Related Strategic distinctions in sports marketing practices. media to effectively reach customers. A key aspect of such a way so as to create a sports overla that will appeal to its own target market Product strategies can incorporate spo themes as a way to provide resonance w customers. Sports bars use the promise televised sports programming as a way t sell food and beverages; fashion labels cr ate clothing that features a sports motif such as polo or golf; and credit card ma keters may provide access to member-on sporting events as part of their product offering. Most marketers accept the prem that packaging represents part of the pro uct strategy, so packaging will frequently feature a sports design or motif It is common overlays are G. Russel that Merz,sports The four incorporated into efforts f domains of promotional sports variety of nonsports products. For exam marketing, Sport tie-ins with sportsQuarterly, event through the use Marketing hospitality tents at the event; TV advert 2008, vol.17 ments that feature kids being treated to trip to a favorite fast-food restaurant af winning their game; and commercials suggesting th Theme-based strategy Incorporate a sports theme into the marketing program for nonsports products Example : a company that advertises in a sport magazine or during a TV broadcast of a sport event This domain represents the lowest level of integration of sport Product-based strategy Marketers has no official relationship with the sports entity being used in its marketing efforts. Example : a sporting goods retailer who chooses to give away free caps at a baseball game in an effort to create awareness of its brand. The staregy is the result of the retailer providing compensation for the right to distribute the caps and not on the basis of an official sponsorship Alignment-based strategy Many marketers of nonsports products officially align themselves with sport properties via one or more of the fours forms of sponsoring previously described. This strategy reflects a higher level of integration of sport within the sports marketing environment. A common strategy involves a sponsor who use an association with sports to market non sports products. Aligment-based strategies : traditional Aligment-based strategies : venue naming rights Aligment-based strategies : endorsement Aligment-based strategies : licensing Sport-based strategies : venue naming rights Sport-based strategies : endorsement Sport-based strategies : licensing