Target Market/Market Target Market/Market SegmentationSegmentation

Sports MarketingSports Marketing

Target MarketTarget Market

►Target Market –Target Market – a specific group of a specific group of consumers that an organization consumers that an organization selects as the focus of its marketing selects as the focus of its marketing plan. plan.

Who’s the target market?Who’s the target market?

Who’s the target market?Who’s the target market?

Who’s the target market?Who’s the target market?

Who’s the target market?Who’s the target market?

Who’s the target market?Who’s the target market?

Who’s the target market?Who’s the target market?

Who’s the target market?Who’s the target market?

**Market Segmentation****Market Segmentation**►market segment market segment — is a group of individuals — is a group of individuals

within a larger market that share one or within a larger market that share one or more characteristics.more characteristics. Example – Sports Illustrated magazine putting Example – Sports Illustrated magazine putting

different sports stars on the cover in different different sports stars on the cover in different parts of the countryparts of the country

Example - millions of people in the US enjoy Example - millions of people in the US enjoy football, but a smaller group specifically enjoys football, but a smaller group specifically enjoys the Philly Eagles. A media guide covering the the Philly Eagles. A media guide covering the Eagles will be sold out in the PA market, but Eagles will be sold out in the PA market, but would flop in Dallas. would flop in Dallas.

Five Elements of Market Five Elements of Market SegmentationSegmentation

►1. Geographic segmentation1. Geographic segmentation——dividing the markets into physical dividing the markets into physical locations, such as eastern, northern, locations, such as eastern, northern, southern, and western regions of the US southern, and western regions of the US or the urban and rural areas of a state. or the urban and rural areas of a state.

► -can occur within a single city-can occur within a single city► --sports fans are likely to be loyal to sports fans are likely to be loyal to

their own region when purchasing their own region when purchasing productsproducts..

Five Elements of Market Five Elements of Market SegmentationSegmentation

►Demographic SegmentationDemographic Segmentation——focuses on information that can be focuses on information that can be measured such as income, profession, measured such as income, profession, gender, religion and education gender, religion and education

Five Elements of Market Five Elements of Market SegmentationSegmentation

►PsychographicsPsychographics—focus on —focus on characteristics that cannot be characteristics that cannot be measured, such as attitudes and measured, such as attitudes and lifestyle choices. lifestyle choices. ““Holy Day” Ballgame?Holy Day” Ballgame? Consumers make decisions on emotions – Consumers make decisions on emotions –

they will spend more money on a team’s they will spend more money on a team’s clothing after a win than a loss clothing after a win than a loss

Five Elements of Market Five Elements of Market SegmentationSegmentation

►Product UsageProduct Usage—reflects what —reflects what product you use, how often, and why.product you use, how often, and why. marketers use this info. to encourage you marketers use this info. to encourage you

to use your preferred products more often to use your preferred products more often or to try new, similar, or competing or to try new, similar, or competing products.products.

Five Elements of Market Five Elements of Market SegmentationSegmentation

►Benefits DerivedBenefits Derived—the value people —the value people believe they receive from the product believe they receive from the product or service.or service. Enjoyment received from a good game or Enjoyment received from a good game or

from a sweatshirt with a team logo rather from a sweatshirt with a team logo rather than the same sweatshirt with no logo.than the same sweatshirt with no logo.

Market Seg ActivityMarket Seg Activity

► Pair up (with someone you haven’t worked with)Pair up (with someone you haven’t worked with)►Make poster person of psychographic profile Make poster person of psychographic profile

given to yougiven to you Be able to explain to class traits of personBe able to explain to class traits of person

► Create a 30 second radio commercial for a pack Create a 30 second radio commercial for a pack a gum using your poster person as a target a gum using your poster person as a target marketmarket Belonger, Achiever, Emulator/Wanna Be, Belonger, Achiever, Emulator/Wanna Be,

Socially Conscious Type A, Socially Conscious Socially Conscious Type A, Socially Conscious Type B, Balanced/Totally Integrated, Needs Type B, Balanced/Totally Integrated, Needs driven.driven.