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Target Market Segmentation

In conjunction with the sport marketing research theme of this course, your task in this discussion is to conduct research to identify the four categories related to sports products. The example(s) you locate may represent any sport product or service, but must clearly be targeted towards sporting events, sporting goods, personal training and sports information.

identify one example per each of the four categories and discuss how it is utilized within and marketed to its consumers.

Full Answer Section

Sporting Goods:

Example: Nike Running Shoes
Utilization: Nike running shoes are tangible products designed to enhance athletic performance and provide comfort during running activities.
Marketing: Nike uses various marketing strategies for its running shoes:
- Athlete Endorsements: Sponsoring professional runners and showcasing their achievements in marketing campaigns associates Nike with excellence and peak performance.
- Technology Focus: Highlighting the shoe's technological advancements in cushioning, breathability, and energy return appeals to runners seeking a competitive edge.
- Targeted Advertising: Utilizing online advertising platforms allows Nike to reach specific demographics interested in running and fitness.

3. Personal Training:

Example: A personalized online fitness coaching program
Utilization: This service provides customized workout plans, nutritional guidance, and ongoing support from a certified personal trainer, all delivered virtually.
Marketing: Online fitness coaches leverage social media platforms like Instagram and YouTube to market their services:
- Before-and-After Testimonials: Sharing client success stories visually demonstrates the program's effectiveness.
- Educational Content: Posting workout tips, healthy recipe ideas, and motivational messages establishes the coach's expertise and attracts potential clients.
- Free Consultations: Offering free consultations allows potential clients to learn more about the program and build rapport with the coach.

4. Sports Information:

Example: ESPN+ (Subscription-based Streaming Service)
Utilization: ESPN+ provides live streaming of sporting events, on-demand replays, documentaries, and sports news content.
Marketing: ESPN+ utilizes various strategies to attract subscribers:
- Exclusive Content: Offering access to events not televised elsewhere creates a sense of exclusivity and value for subscribers.
- Free Trials: Providing a free trial period allows users to experience the platform's content and features before committing.
- Bundled Subscriptions: Partnering with other streaming services can introduce ESPN+ to a wider audience through bundling offers.

Sample Answer

Four Categories of Sports Products and Marketing Examples:

1. Sporting Events:

Example: The Super Bowl (American Football)
Utilization: The Super Bowl itself is the product, a live sporting event with immense entertainment value. It features the culmination of the National Football League (NFL) season, with top teams battling for the championship title.
Marketing: The Super Bowl is marketed heavily through a multi-pronged approach:
- National Television Ads: High-budget commercials featuring celebrities, humor, and exciting game footage air throughout the months leading up to the event.
- Social Media Campaigns: The NFL and participating teams utilize social media platforms to build anticipation with behind-the-scenes content, interactive polls, and contests.
- Partnerships: Sponsorships with major brands create additional promotional opportunities. These brands leverage the Super Bowl's vast viewership to reach their target audience.