Download CMS Lesson Plan – Sports and Entertainment Marketing II

CMS Lesson Plan – Sports and Entertainment Marketing II
5.02 Explain the promotional mix and the different forms of promotion.
Date:
_______
Pace:
Subject: Sports and Entertainment Marketing II
Homework:
NCSCOS Obj. #: 5.02
Explain the promotional mix and the different
forms of promotion.
Material/Technology needed: computer, LCD projector, paper, magazines,
newspaper, glue, handouts
_______
Start
Time
Link to Prior Learning
We just studied event management. Knowing how to deal with the physical facility is one part of an entire event. We just studied
the aspects of an event manager. It is important to study these traits and skills prior to coordinating their event. Now we are looking
at why or why not people attend an event.
Purpose/Objective of the Lesson
5.02 Explain the promotional mix and the different forms of promotion.
Define positioning.
Explain product positioning.
Explain product life cycle strategies.
Lesson Input/Modeling
Notes
Identify multi-positioning strategies
Identify stages in the product life cycle
Key Questions
1. What is positioning?
2. What are the segmentational elements?
3. What is product positioning?
4. What is niche marketing?
5. What are the product life cycle strategies?
Class Activity
Guided Practice
1.
Warm-up – see below and current events
2.
Notes 5.02 – There are guided notes on word
3.
Notes 5.02 via PowerPoint – There are guided notes on word in PowerPoint form
Independent Practice
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End
Time:
Explain how an event was positioned and the segmentational elements
Analyze magazine ads and determine the methods use to segment the market
Explain how a genre of music has positioned itself
Analyze the lifecycle of a reality television show
Create a product life cycle for a product
See attached activities for more detailed instructions.
Reflection:
Differentiation
Low
1
2
Student Engagement
High
3
4
Low
1
2
High
3
4
1
Teacher Input
Critical Thinking
Low
Low
2
High
3
4
1
2
Lesson
Effectiveness
Low
High
High
3
4
1
2
3
4
A.
B.
Warm-up~ Think of products that have just been introduced. (Write the products on the board.) How did
students hear about them? Do the same for products that were popular but we no longer hear about. What
happened to them? What about advertising? Publicity? Sales promotion? Personal selling?
5.02 Explain the promotional mix and the different forms of promotion.
A. Define positioning.
1. Positioning is getting consumers to think of a product in a certain way.
2. Segmentational elements of the target market include:
a. Demographics. Demographic segmentation divides the market based on personal characteristics such as
age, gender, income, ethnic background, education and occupation. Consumers with high income are more
likely to purchase box seats.
b. Psychographics. Psychographic segmentation divides the market based on values, attitudes and lifestyles.
Consumers who enjoy professional wrestling might not enjoy the ballet.
c. Geographics. Geographic segmentation divides a market based on where a person lives. Consumers living
in the Boone area are more likely to attend an event held in that area.
d. Behavioral. Behavioral segmentation divides the market into groups based on what they are looking for in a
product and why they buy the product. Consumers may be loyal to Jennifer Lopez and go to as many of her
concerts as possible.
e. Hybrid. Consumer segments brought together using several variables.
i. Example: Psychodemographic segmentation might be based on education and lifestyle.
ii. Example: Consumers with a high level of education tend to play more golf.
B. Explain product positioning.
3. The consumer’s perception impacts image.
a. Marketers must understand the consumer’s attitudes and needs affecting perceptions.
b. Consumer perceptions are based on experiences.
c. Position products based on image. Example: Mountain Dew sponsors “extreme” sports.
4. Niche marketing is targeting an underserved market. Characteristics of a niche market include:
a. Smaller markets.
b. Specific needs.
c. Example: Doritos targeting skateboarding fanatics.
5. To increase market share, companies may choose to utilize a multi-positioning strategy. Multi-positioning is
positioning the same product differently to a variety of markets. For example: Dell positions computers differently
to mature markets than to tween markets. Mature markets are positioned through the benefits of
sending/receiving email and photos from family members. Tween markets are positioned through gaming and
instant messaging.
C. Discuss product life cycle strategies.
1. Introduction stage. Strategies during this stage should stimulate consumer interest and create awareness.
Example: A company may show more commercials to make its target market aware that the product is now
available.
2. Growth stage. Strategies during this stage stress benefits of a product over its competitor’s products. Example:
A company may say its brand is a higher quality product than the product its competitors sell.
3. Maturity stage. Strategies during this stage may include repositioning a product. Choosing a different target
market to position the product. When the existing target market gets tired of a product, choosing a new group of
people to market the product will make the product seem new to them.
4. Decline stage. Strategies during this stage may be to greatly reduce marketing support or drop a product due to
poor sales and lack of consumer interest. At some point, consumers do not want a product anymore, therefore it
is time to drop the product and find something new.
5.02 Explain the promotional mix and the different forms of promotion. Guided Notes
A. Define positioning.
1. _____________ is getting consumers to ____________ of a product in a certain way.
2. ____________ elements of the target market include:
a. ____________. Demographic segmentation divides the market based on personal characteristics such as
____________, ____________, ____________, ____________ background, ____________ and
____________. Consumers with high income are more likely to purchase box seats.
b. ____________. Psychographic segmentation divides the market based on ____________, ____________
and ____________. Consumers who enjoy professional wrestling might not enjoy the ballet.
c. ____________. Geographic segmentation divides a market based on
____________________________________. Consumers living in the Boone area are more likely to attend
an event held in that area.
d. ____________. Behavioral segmentation divides the market into groups based on
____________________________________in a product and ____________ they buy the product.
Consumers may be loyal to Jennifer Lopez and go to as many of her concerts as possible.
e. ____________. Consumer segments brought together using ____________ variables.
i. Example: Psychodemographic segmentation might be based on education and lifestyle.
ii. Example: Consumers with a high level of education tend to play more golf.
B. Explain product positioning.
1. The consumer’s ____________ impacts ____________.
a. Marketers must understand the consumer’s attitudes and needs affecting perceptions.
b. Consumer perceptions are based on ____________.
c. Position products based on image. Example: Mountain Dew sponsors “extreme” sports.
2. ____________ marketing is targeting an ____________ market. Characteristics of a niche market include:
a. ____________ markets.
b. ____________ needs.
c. Example: Doritos targeting skateboarding fanatics.
3. To increase market share, companies may choose to utilize a ____________strategy. Multi-positioning is
positioning the ____________ product differently to a ____________ of markets. For example: Dell positions
computers differently to mature markets than to tween markets. Mature markets are positioned through the
benefits of sending/receiving email and photos from family members. Tween markets are positioned through
gaming and instant messaging.
C. Discuss product life cycle strategies.
1. ____________ stage. Strategies during this stage should ____________ consumer interest and create
____________. Example: A company may show more commercials to make its target market aware that the
product is now available.
2. ____________ stage. Strategies during this stage stress ____________ of a product over its competitor’s
products. Example: A company may say its brand is a higher quality product than the product its competitors
sell.
3. ____________ stage. Strategies during this stage may include ____________ a product. Choosing a different
target market to position the product. When the existing target market gets tired of a product, choosing a new
group of people to market the product will make the product seem new to them.
4. ____________ stage. Strategies during this stage may be to greatly ____________marketing support or
____________ a product due to poor sales and ____________of consumer ____________. At some point,
consumers do not want a product anymore, therefore it is time to drop the product and find something new.
5.02 Explain product
positioning.
Niche marketing
• Targeting an
___________________
________________.
• Characteristics of a niche
market include:
– ______________________
– ______________________
Product positioning
• Getting ________________ to think of a
________________ in a certain way.
• Ways to segment a market:
– D________________
– P________________
– G______________
– B______________
– H__________
Explain product
positioning
• The consumers’ _______________ impacts
____________.
– _________________ must understand the
consumer’s _______________ and ___________
affecting their perceptions of the product.
– Consumer perceptions are based on
____________________.
– Products should be __________________ based
on ____________.
• To _______________ market share, companies
may choose to utilize a _________-positioning
strategy.
G M D
I
Product Life Cycle
Strategies
• _______________ stage: stimulate consumer
____________ and create ______________.
• ____________ stage: stress ___________ of a
product over its competitor’s products.
• _____________ stage: ________________ a
product.
• _____________ stage: greatly __________
marketing or ________ product due to
_________ sales and lack of consumer interest.
Activity 1
Discuss an entertainment event that was recently held in your area and consider the following:
1. How did the promoters of the event position the event in the market?
2. Describe the target market.
3. Was the positioning strategy obvious to the target market?
4. Do you believe the promoters were successful in their efforts?
5. What recommendations would you make to improve the strategy or to reach other markets that would be
responsive to the event?
Activity 2
Use magazines, the Internet and newspapers to locate ten advertisements for entertainment products. You should cut,
copy or print out the ads and label each with where the ad was found and when it was published.
Next, analyze each ad by determining which method was used to segment the market and what elements of the ad (copy,
headline, illustration, or publication) support their opinion. Be specific in your analysis and strive to find examples of each
segmentation method discussed in class.
Activity 3
Research the music industry, specifically a genre of your choice; country, rock, rap, hip-hop, pop, alternative.
Explain how the genre has positioned itself in the minds of listeners. Give examples of how music industry promoters
show understanding of consumers’ attitudes and needs, how some recording companies/radio stations have taken
advantage of niche marketing and how the genre is implementing strategies to increase listeners.
If the genre has experienced a loss of audience, examine what has led to this decrease and make recommendations for
re-gaining audience numbers.
Activity 4
Form two teams and research a reality show: Survivor, Big Brother, The Bachelor, The Amazing Race, The Real World,
Road Rules, Meet Joe Millionaire.
Analyze the show in terms of its “life cycle” by researching ratings, advertising dollars earned, average viewership over
time and show websites.
Determine which stage of the life cycle the show is in. Use examples from your research to support your opinion.
Activity 5
Create a computer-generated graph of the product life cycle. Label each stage with an entertainment related product that
is currently in that stage and list at least three facts (current sales, competitors, promotional strategy) to support your
opinions.