Examples of Sports Marketing体育营销的例子.pptVIP

Lesson 4.5 – Positioning Copyright ? 2010 by Sports Career Consulting, LLC LESSON 4.5 Marketing Applications Positioning Fixing company products in the Minds of Consumers All about “perception” Relative to competitor products Positioning: The fixing your sports or entertainment entity in the minds of consumers in the target market Copyright ? 2010 by Sports Career Consulting, LLC LESSON 4.5 Marketing Applications Positioning Copyright ? 2010 by Sports Career Consulting, LLC Positioning is important to all sports and entertainment products Sports leagues (NFL vs. Arena Football League) Sports teams (The Los Angeles Lakers in the 1980’s as “Showtime”) Sporting goods (Under Armour as comfortable performance apparel) LESSON 4.5 Marketing Applications Positioning Copyright ? 2010 by Sports Career Consulting, LLC Positioning is important to all sports and entertainment products Sports drinks (Gatorade as a performance beverage) Movie studios (Pixar as a leader in animated films) Entertainers (Sylvester Stallone, Arnold Schwarzenegger and Bruce Willis and as iconic action film stars) LESSON 4.5 Marketing Applications Positioning Copyright ? 2010 by Sports Career Consulting, LLC Positioning is important to all sports and entertainment products Entertainment products (DVD vs. Blu-Ray) Facilities and venues (Premium seating vs. general seating) LESSON 4.5 Marketing Applications Positioning Copyright ? 2010 by Sports Career Consulting, LLC Positioning is About Perception Nintendo effectively positioned Wii as more user-friendly and interactive than its competitors (Xbox, Playstation 3) and has been perceived as not only the “in” product by consumers but also a healthier alternative to traditional video games from a fitness perspective LESSON 4.5 Marketing Applications Positioning Copyright ? 2008 by Sports Career Consulting, LLC Positioning is About Perception Overall worldwide sales of video