Download Marketing Mix - Product Element (PowerPoint)

Marketing Mix – Product Element
Types of Sports Products
• Sports products can be goods, services or ideas
related to sports that provide satisfaction to the
consumer. Sports and sporting events can be
classified into several categories including:
• amateur sports (e.g., youth leagues)
• high school sports
• college and university sports
• professional sports
• international sporting events
• extreme sports
Types of Entertainment Products
• Similarly, there are many forms of entertainment
products that entertain the consumers:
• Film & cinema
• Television
• Music (recorded music, concerts & shows)
• Radio
• Video Games
• Theme Parks
• Festivals & events
• Publications (newspaper, magazines & books)
• Marketing professionals have unlimited products
to offer to almost any target market. New and
emerging sports and entertainment products keep
the marketplace in a constant state of competition
and evolution. Within the many sports and
entertainment products, many organizations may
focus an specific niche markets.
Niche marketing is a type of marketing that
focuses on a small target market of
consumers who have very similar interests
in an area/event/sport that is not being
addressed by mainstream providers.
What is a Product Mix?
• Every product is a complex blending of
features referred to as the product mix.
• The assortment of features, the brand name, the
various products offered under the brand, and
the packaging are all a part of the product mix.
What are Product
Enhancements/Extensions?
• All of these sports and entertainment basic products
have product extensions/enhancements to
complement the core product.
• Product Extension/Enhancements – Target
markets have an identified need for a basic
product. Product enhancements are features
added to the basic product that satisfy
additional needs and wants with the same
purchase.
Examples:
• A Super Bowl football game is a core, or main
sports product. From that one event, product
extensions develop, and sports consumers purchase
them. Super Bowl programs, videos, statistics in
the news, related television programs, and t-shirts
are all product extensions of the core product.
• Seating at a football game may be the bleacher
seats in the end zone with no back supports.
Product enhancements would include individual
seats located on the 50-yard line or seats located
in an air-conditioned corporate box offering
food service and other special comforts.