...Deliverable Team D MKT/571 October 20, 2015 Don Braunstein Identify the Target Markets for Your Sport and Your Team The NFL has been a thriving business for over 50 years, and the main target market has been male athletes and males from the ages ten years of age to 65 years of age. Since recent years, the NFL has observed female fans it has become a target market for the NFL they have seen an increase from 44 percent of base fans to a 60 percent of female fans over the age of 12 which identifying themselves as NFL fans. Last year, 80 million women watched NFL games, and around 310,000 women attended NFL games. The NFL has now recognized women’s interest in the league, and they have now sought out to find out new ways to cultivate the female fans passion for the league. The NFL has come up with a new strategy by focusing on women’s apparel. Since the NFL knows women enjoy looking good, they have developed a women's apparel line that features items like Victoria Secret loungewear as well as Nike active wear and couture Marchesa tops. Each piece of team apparel has team colors and is tailored to fit a women's body. The league has also included different accessories to the women's apparel like watches boots and other jewelry items. The NFL has strategized women's apparel to grow its business and revolutionize the sport and help women define themselves as fans and providing them with apparel that will suit their personalities as well as the teams they love which is...
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...largely consists of middle aged, middle class, white Americans. For the sport to survive it is essential that NASCAR begins to make a concerted effort with respect to drawing in a younger and more diverse audience. By successfully attracting the 18-35 year old demographic the sport stands to make significant monetary gains, while simultaneously pumping life into an aging fan base. One of the sports that I actively watch is football. While I never played football and can’t honestly say that I know all of the positions, I’m still drawn to the sport. The atmosphere of a football stadium or even a living room full of football fans is intoxicating. There is a constant buzz of chatter surrounding each play and upcoming games. To be a football fan is to be considered cool and athletic. NASCAR is currently lacking the drive among the general population to join the racing culture. If NASCAR expands their marketing and begins a rebranding process they may be able to reach into a younger and more diverse demographic. Football has captivated America since the early beginnings claiming itself as the true American sport. The sport has done so for many different reasons. Being a fan is not simply about rooting for your favorite team as the clock ticks down, but also about the activities that go into the game before hand like tailgating and the smack talk afterwards. It is incredibly easy to be an active football fan. Fantasy football leagues draw in thousands of individuals and incentivize...
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...the industry was headed and the next steps necessary to get there. The issue lies in the overwhelmingly large fan bases of the other major American sports coupled with the lack of hockey exposure in America. Much of the population finds themselves cemented into a certain sport and even more specifically a certain franchise, unfortunately not many find this sport to be hockey. With hockey being the least televised sport, only very recently hitting the television channels people don’’t see it in the same league as football, basketball and baseball. It is looked at as more of a big brawl on ice than a competitive, respectful sport, something needs to be done. With the elder population being too well established in other sports the target demographic comes down to the youth of the country. Targeting young adults, teens as well as children seems to be the most viable option. The proposed way of doing this will be to bring hockey leagues to the hometowns of the kids, making it more appealing and accessible as well as establishing a fan base from early on in a person’s life. Other methods of increasing hockey exposure and revenues are looked at however setting up leagues is the proposed solution. To do so sponsorships will need to be set up, schools will need to be contacted and youth will need to be inspired by NHL role models. Situational Analysis Hockey the sport born in the cold and played on ice finds itself to be an overlooked and under appreciated industry. Ever since...
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...Ultimate Fighting Championship and Cultural Viability (Case 25) The following is a general environmental analysis of the ultimate fighting championship the business sector of the mixed martial art industry, with an analysis of UFC. The first section of this report will cover an overview of the trends in technology demographics, economics, political/legal, and social/cultural-global. Political/ Legal From the government side there always have been concerns for UFC for the safety of those who are involved in the sports because the first six UFC events had no time limits, no mandatory safety equipment and very few rules and also many observers assumed that “you’d have to have a death wish or at least be a little unhinged-to put yourself in that arena.” Which lead Senator John McCain started a campaign to ban the UFC; many agreed that the sport is too violent. Result of that the UFC is still illegal in the USA state for example New York, and lawsuits blocked it in other areas as well. Socio-cultural and Global UFC is becoming increasingly popular in many parts of the worlds. Many people around the world watching wrestling, and showing interest to this extreme form of sport. UFC start holding event globally, and “UFC programming reaches more than 416 million household worldwide via channels in Europe, Australia, South America, in Asia, middle east and also in North Africa.” which is why UFC is becoming popular around the world. The increasing number of audience around the world is...
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...Psychology of Advertising Term Project Mike Czarnik (RU: 900276595) April 20th 2014 Professor Sarah Jones Advertisement #1: Heineken Beer This advertisement is made for the beer Heineken. It was published in a 1974 edition of Playboy magazine and took a full page out in order to grab reader’s attention. According to Playboy Magazines media kit, almost 80% of the readers are male and the reader’s median age is roughly 39 years old. Because of this demographic, an assumption can be made that Heineken was trying to target this group of people. Playboy’s media kit also offers further information on their readers. It states that their average male house hold income is about $71,000 and that nearly 65% of all readers are single. Although these facts are for the 2014 media kit, it can be assumed that for a men’s entertainment magazine the demographics have not changed substantially. Heineken was most likely trying to appeal to this male demographic when they placed their ad. The ad itself was showcased on a full page of the magazine. It displayed an unopened bottle of Imported Heineken Lager beer resting at the edge of a beach. Water from the ocean is coming up around the bottom of the bottle and nothing but ocean can be seen in the background. This is the main focal point of the ad. The secondary focal point and another focus for the reader are above the bottle. The words read, “Oceans apart from the ordinary.” The words are the boldest on the page and in the largest font...
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...The sports website I picked for this assignment is the Arizona State University’s website for all of their athletic programs; www.thesundevils.com. The website is itself is very user friendly. It has nine main tabs for users to click on that list the options of sports, schedules, tickets, audio/video, facilities, athletics, store, sun devil club, and fan zone. The main page of the website has a large scrolling picture marquee that shows the various recent accomplishments of many of the sport teams at Arizona State. The demographics for this website are complex to say the least. Demographics which are defined by our textbook as the gender, age, race, income, education, and marital status are all seen here on the website. First both genders are targeted on this website. They website it’s self has a section for men’s sport teams, as well as women’s sports teams. I found it interesting that Arizona State has more women’s sport teams than men’s. I would say the targeted age for this website would be teenagers possibly aspiring to attend and be a part of one of these collegiate teams- to adults. While the webpage is for the teens-adults the Sun Devil athletics want the younger fans too. On the web page they have a section for the Jr. Sun Devil club which is marketed towards the younger fans to have many different ASU athletic experiences. I believe the website aims to market towards all races and it does have pictures of athletes of different races, however the prominent race seems...
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...Sport Marketing Project for Sport Planning and Promotion Spring 2009 Sean Waple Sports Exercise Science: Sport Management University of Akron TABLE OF CONTENTS PAGE 1.) Cover Page PAGE 2.) Table of Contents PAGE 3.) Team Logo PAGE 4.) 4 Ps of Marketing PAGE 5.) Our Consumer PAGE 6.) Mission Statement PAGE 7.) Marketing Objectives PAGE 8.) Duties and Positions PAGE 9.) Salaries of Marketing Team PAGE 10.) Demographics PAGE 11.) Map of Las Vegas PAGE 12.) Competitors PAGE 13.) Stadium Layout PAGE 14.) Ticket Prices PAGE 15.) Sponsorships and Promotions PAGE 16.) Signage PAGE 17.) Bibliography 4 Ps of Marketing Product: The nature of the product or service, including decisions as to a product line, product extensions, and meeting new consumer needs within the designated group of customers. Price: A fair price that also reflects the image you want to portray about your product or service. Consideration includes competitor’s prices, available discounts, and market share. Place: The actual distribution of your product or service. This could include means of transporting goods to wholesale and retail outlets or references to the geographic location of your stadium or health club. Promotion: Getting your message about products and services to potential consumers. This can be attained through publicity, advertising, or other means of communication. Our Consumers Our Consumers are classified in one of the following categories based on...
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...martial arts industry. It is actually the largest MMA promotion company in the world. Mixed Martial Arts is a full contact combat sport. It allows the use of both striking and grappling techniques. There are numerous types of mixed martial arts including boxing, wrestling, kickboxing, karate, and taekwondo. II. General Environmental Analysis a. Technology Mixed martial arts have been around for a long time. It was first introduced in the original Olympic Games in Athens. In the beginning, fighters used a combination of Hellenic boxing a wrestling to fight. They could use any of their abilities until they had the other opponent knocked unconscious or surrender. There were no rules or guidelines to the fighting; it was all or nothing. Different combat sports evolved over the years into different areas of the world. This made the popularity of pakration decline. As time went on, rules and regulations were developed for the fighters and the technological advances helped this sport take off. b. Demographics This industry is mainly viewed by males, although some females are also interested in the industry. From personal experience, males enjoy watching a fight more than females do. The industry attracts an age group mainly between 18 and 36. No matter what race or ethnicity we are, fighting is in our DNA. This is not intended as a racial sport against another race or kind. Many young children and adults are taking classes in this type of industry to have a better...
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...Mission CoJo’s Sports Bar’s mission is to provide an upbeat atmosphere for local sports fans featuring quality locally and regionally brewed beer, as well as mainstream beer choices, a varied selection of food choices, and excellent customer service. Management CoJo’s Sports bar is organized as a sole proprietorship where I, Peter Macdonald, am solely responsible for the day-to-day operations including food and beverage purchasing, staffing, and scheduling. Objectives The objectives of CoJo’s Sports Bar are: * To build a successful locally owned and operated sports bar * Develop a loyal client base by providing an excellent atmosphere which make customers feel at home * Source a location for the bar that has easy access and visual impact * Develop a supply chain for quality locally and regionally brewed specialty beers * Provide simple great tasting food option to compliment the sports bar atmosphere Keys to success In order to be successful CoJo’s Sports Bar must: * Appeal to as wide as demographic as possible * Select the most suitable location for the bar * Control their costs at all times * Promote specific sporting events on a weekly basis * Provide customers with unique entertainment options such as sports specific trivia * Advertise through local media and social networking including Facebook, Twitter, etc. Company Summary The Industry Canadian Industry The Canadian food and beverage industry...
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...for sports organisations and its importance in the marketing communication mix Ralph Cartwright 10338648 Abstract Over the last few decades, the viewing of sport has continued to gather attention and be targeted and integrated by marketers as a part of the communication mix for organisations and brands. Therefore, the aim of this research project is to analyse the effectiveness of sport Sponsorship for Companies as a marketing tool. Supported by examples the researcher will explore an array of factors concerning the issues facing companies that invest large amounts of money into sports events, teams and athletes hoping for a return on investment each year. This project will also inform the reader of the strategies of selection sponsors go through when identifying which team, athlete or event to choose based on their objectives and type of industry. From this information, the project will then identify the positives and negatives of sport sponsorship, as it is obvious that not all organisations will benefit from this type of communication tool. Various examples and case studies concerning sponsorship and organisations will be identified and examined throughout. Contents Page Chapter 1 – Introduction of Study 5 1.1 Background 5 1.2 Study Purpose 6 1.3 Study Objective 7 1.4 Study Structure 7 1.5 Rationale of the research 8 Chapter 2 - Literature Review 9 2.1 Literature Review Introduction 9 2.2.1 Sport Marketing...
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...Case Study #2 World Wrestling Entertainment Under the leadership of CEO, Vince McMahon, World Wrestling Entertainment (WWE) has become one of the most popular entertainment brands in the world. WWE strives to keep its exposure to the 35 million fans and attract new viewers by using various customer facing platforms from live wrestling matches to mobile apps. McMahon clearly understands what the fans want and has been innovating and improving ways to satisfy their needs in the entertainment industry. McMahon’s entrepreneurial spirit and continual efforts to stay competitive have allowed WWE to become successful. Although there are a few direct competitors in the wrestling entertainment business, WWE has to watch out an emerging competitor in the combat sport such as Ultimate Fighter Championship (UFC). After 12 years of working at his father’s company, McMahon acquired the firm from his father in 1982 and named it World Wrestling Federation (WWF). Aggressive and ambitious man he was, he knew that he could transform the business into a global brand if the firm had implemented different strategies. Since the acquisition, McMahon has been continually innovating and adapting various customer facing platforms to maintain its competitive advantage. In order to grow the business from regional to national, McMahon started broadcasting his matches across the country to reach out to new audiences. As a result, he eliminated many of the rivals, and people gradually began to have more...
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...E-sport tournaments and customer engagements Name Course Title Instructor Date The role of the e-sport tournaments activities in increasing customer engagement in video game industry in China E-sport tournaments E-sport is basically, competitive gaming that involves computer games and other related forms of games that can be addictive. Many people who involve themselves in the sports can get addicted to them in the case where there are structures that enhance their engagement in the games and tournaments. The customer can easily be engaged when the sports have aspects of addiction that can come as a result of elements of reward. The Chinese video game industry is worth millions of dollars and needs to keep the customers in order to enhance the flow of profits and growth of the e-games through addictive tournaments. E-tournaments do engage customers and make the games addictive because of the continuous engagement in the same and the rewards that come from customer performance. Gaming is a popular TV sport in Korea with channels, leagues, teams, superstar players dedicated, adoring opportunities of multinationals and female fans have ignored. Ongagemenet, the first cable TV channel solely devoted to online gaming, celebrated the 10th anniversary of the Star League, which was a testament to the popularity and longevity of a phenomenon of TV gaming that is popularly known as e-sports. The popularity of a single platform of a game, Starcraft has swept the Korean nation...
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... Colorado. For this reason, the only radio station that is actually in Castle Rock is a Spanish radio station. For this reason, I went ahead and looked at radio stations that were within listening range of Castle Rock instead. According to radio-locator (2015), there are 59 stations that are close enough to be listened to in my city. Most of the actual stations are located in Denver and Pueblo with a few random ones in each of the surrounding cities. The style of music ranges vastly. The formats for these different radio stations are Classical, Jazz, Public Radio, Christian Contemporary, Spanish, Adult Contemporary, Alternative, Rock, Religious, Country, Top-40, Regional Mexican, Adult Album Alternative, Classic Rock, Hot AC, Religious, Sports, Classic Hits, Rock, Hip Hop, New/Talk, Talk, Nostalgia, Oldies, Adult Hits, Gospel Music, and Children’s (radio-locator, 2015). With this wide variety of choices to listen to, by finding...
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...that affect the game, also I will do my best to discuss the fans behavior, and along with their age groups’ will focus on what stand out in the game or what type of subculture that is participating as a fan. What special language and knowledge characterizes the sport and what notable or particular behavior of individuals or groups stands out in this event. Competition and Environment The competition is between my home team, New Madrid County Central and Kennett High School on February 5th, 2013, this is a recorded game on YouTube, so I will do my best to describe the game as is. The competition in my opinion is not match because Kenneth has only a limited of student to work with and NMCC has several players from difference small town that has competed to be on the team. The key factors that affect this games is their home town, big turnout in fans, and some high expectations is the home team will perform in the game at their best and win the game. The environment in Kenneth is a big deal because it is a small community that has put so much in their team, community, media and support in order to beat a team that has won several state titles. (Your Home town Channel, 2013) Who is there? NMCC vs. Kennett is the main players at this game; also you have the media, sponsors, fans and security. There are cheerleaders, local officials, teachers and peers hearing the game on their local radio show. Majority of the fans in the game is lower upper-class, over forty year’s olds, and...
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...ELECTRONIC ASSIGNMENT COVERSHEET | | Student’s Declaration: * Except where indicated, the work I am submitting in this assignment is my own work and has not been submitted for assessment in another unit. * This submission complies with Murdoch University's academic integrity commitments. I am aware that information about plagiarism and associated penalties can be found at http://www.murdoch.edu.au/teach/plagiarism/. If I have any doubts or queries about this, I am further aware that I can contact my Unit Coordinator prior to submitting the assignment. * I acknowledge that the assessor of this assignment may, for the purpose of assessing this assignment: * reproduce this assignment and provide a copy to another academic staff member; and/or * Submit a copy of this assignment to a plagiarism-checking service. This web-based service may retain a copy of this work for the sole purpose of subsequent plagiarism checking, but has a legal agreement with the University that it will not share or reproduce it in any form. * I have retained a copy of this assignment. * I will retain a copy of the notification of receipt of this assignment. If you have not received a receipt within three days, please check with your Unit Coordinator. | I am aware that I am making this declaration by submitting this document electronically and by using my Murdoch ID and password it is deemed equivalent to executing this declaration with my written signature. | Optional...
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