2013 Assignment 4 P S
SEA 120 Sports and Event Marketing 1
4 “P”’s of general marketing and the 4 “P”’s of the “sports marketing mix”
Traditional four "P"'s of general marketing: Product, Price, Promotion and Place, another four "P"’s are added to sport marketing: Planning, Packaging, Positioning and Perception. The addition of the four extra elements is called the "sport marketing mix.”
Task:
In teams of 4-5 members, choose a sporting brand (consumer product or service). Consumer product examples: Nike, Adidas, P&G, Visa, McDonalds. Consumer service examples: FedEx, UPS, Remax See attached sample list.
Complete the following:
1. Create a mental map of this brand (please refer to Nike example discussed in class) that identifies the “top-of-mind” images or associations your team has of this brand. A mental map is a list of abstract associations that consumers equate with a brand. To create your brand mental map, answer this question, “When you think of this brand, what images come to mind – ie: colours, symbols, personality traits, etc.?”
a. How similar are these associations among the members of your team? For comparison purposes, can you think of a brand that is non-descript, has no clear associations or image) such as a lesser know, weak brand)?
2. Research your choice online and from your own perspective
3. Identify and analyse the 4P’s of the Marketing Mix.
4. Based on your research and assessment, from a fans’ perspective, assess how the 4P’s from the “Sports Marketing Mix” be interpreted?
Backgrounder:
Marketing is a process of determining a consumer’s needs, devising a product or service to satisfy those needs, and trying to focus customers on the goods and services you are offering. Marketing is extremely important, and a fundamental building block for business growth. A marketing team is given the task of creating customer awareness
4 “P”’s of general marketing and the 4 “P”’s of the “sports marketing mix”
Traditional four "P"'s of general marketing: Product, Price, Promotion and Place, another four "P"’s are added to sport marketing: Planning, Packaging, Positioning and Perception. The addition of the four extra elements is called the "sport marketing mix.”
Task:
In teams of 4-5 members, choose a sporting brand (consumer product or service). Consumer product examples: Nike, Adidas, P&G, Visa, McDonalds. Consumer service examples: FedEx, UPS, Remax See attached sample list.
Complete the following:
1. Create a mental map of this brand (please refer to Nike example discussed in class) that identifies the “top-of-mind” images or associations your team has of this brand. A mental map is a list of abstract associations that consumers equate with a brand. To create your brand mental map, answer this question, “When you think of this brand, what images come to mind – ie: colours, symbols, personality traits, etc.?”
a. How similar are these associations among the members of your team? For comparison purposes, can you think of a brand that is non-descript, has no clear associations or image) such as a lesser know, weak brand)?
2. Research your choice online and from your own perspective
3. Identify and analyse the 4P’s of the Marketing Mix.
4. Based on your research and assessment, from a fans’ perspective, assess how the 4P’s from the “Sports Marketing Mix” be interpreted?
Backgrounder:
Marketing is a process of determining a consumer’s needs, devising a product or service to satisfy those needs, and trying to focus customers on the goods and services you are offering. Marketing is extremely important, and a fundamental building block for business growth. A marketing team is given the task of creating customer awareness