The ultimate goal of marketing is to become a household name, meaning that a product should be well known to everyone. Sports marketing has the same goal, except the product is associated with sports such as sports clothing, teams, or sports drinks. In an article titled “Career and Professional Development: Sports Marketing,” contributors describe the general classification of a sports marketer. The article explains that a sports marketer generally stays at the same level throughout his/her career due to its high satisfaction. Alexandru Mihai writes in his article “The Strategic Sport Marketing Planning Process” that there are certain steps a sports marketer needs to take in order to have success. A few of these steps include organization, advertising and public relations, and implementing promotion of the product as much as possible. The article “Overview of Careers in Sports Marketing” breaks down qualities of a sports marketer including a creative mind and a competitive edge. In addition, the article emphasizes that a sports marketer needs experience and promotion to have success. Jordan Powell writes in his article about Matt Piva, titled “Matt Piva’s Journey Into The Industry” that the successful motocross driver, Matt Piva has dedicated himself to the field of sports marketing and continues to participate in the sport he loves while promoting brands that he believes in. Matt Piva promotes the widely known brand, Skullcandy, and tells Powell that any sports marketer knows that he/she needs promotion and advertisement for success. Chris Conway writes about the famous Redbull energy drink in his article “A Sports Marketing Success Story.” He describes the immense amount of success the company has had due to sponsoring several ...
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...uct out there through sponsorship, promotion and advertisement. With Redbull and Skullcandy as prime examples of a successful business, sports marketers can achieve success like those two with promotion as their key.
Works Cited
“Career and Professional Development: Sports Marketing.” Wake Forest University. Wake Forest University, 2013. Web. 6 December 2013.
Conway, Chris. “A Sports Marketing Success Story.” Sports Networker. Sports Networker, 2012. Web. 6 December 2013.
Mihai, Alexandru. “The Strategic Sports Marketing Planning Process.” Manager. Manager Journal, 2013. Web. 6 December 2013.
“Overview of Careers in Sports Marketing.” Career Prospects. Business.NMSU. Web. 6 December 2013.
Powell, Jordan. “From Team Sports to Moto: Matt Piva’s Journey Into the Industry.” 26 December, 2012. Transworld Motocross. Transworld Motocross, 2013. Web. 6 December 2013.
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill Company.
I have choosen to use th XFL as a marketing vehicle for my energy/supplement bar. The XFL has been able to position itself as a fast paced hardcore football league. The nature of the leage would compliment the nature of my product in that people will assosiate my product with the action on the field. The league is focusing on a younger active audience and that is the same target market that I am looking to reach with my product. The high awareness and anticipation for the league makes this an ideal time for my product to be introduced to the market.
A decade worth of athletes has had the chance to eclipse Michael Jordan in the minds of the consumer. Yet even out of the spotlight Jordan remains the sports personality with the greatest endorsement chops in the U.S.”( Badenhausen).
Most retailers know that the appearance of their stores plays a big part in determining consumer behavior. As such, they seek to use it to their advantage. Sport Chek sells various types of sports merchandise mainly to middle and upper class citizens of Canada. The company has many stores and online portals. The design of the stores communicates to customers that goods in the store are of high quality. Therefore, customers come with the expectation to pay a premium. The main elements that the store uses to influence consumer behavior include the choice of construction materials, careful choice of colors and shapes, and creative use of lighting. These elements have an impact on the affective, cognitive, and behavioral responses of potential customers. The channel strategy used by the company is effective because of Sport Chek’s strong brand name. The company can benefit more from a better channel strategy for its online shopping portal that can help it to take advantage of the global high-end sports market.
"Career and Professional Development: Sports Marketing." Wake Forest University. Wake Forest University, 2013. Web. 8 December. 2013.
The developmental stages of a successful campaign help to establish the product in the audience’s mind or consciousness. The stages of the Nike campaign can be described by using the Yale Five-Stage Developmental Model. Yale researchers developed this model while observing the growth of national identity. The first stage of this model is identification. Our text states that “Many products and causes develop a graphic symbol or logotype to create identification in the audience’s mind” (p. 264, Larson). The logo Nike is most famous for is “The Swoosh.” This is the term given to the symbol of winged victory that appears on Nike products. “The design of the swoosh logo was inspired by the wing from the Greek goddess Nike” (p. 3, http://shrike.depaul.edu /~mcoscino/word.html). The Nike logo’s presence can be noted in almost every aspect of the athletic world.
The class syllabus touched on how "International Management Group is considered the prototype sports marketing and management agency." After reading this book, understanding how Mark McCormack came to be the recipient of such praise was not hard grasp. The business lessons laid out in stories are practical, serving as excellent way to teach the reader and at the same time entertaining, keeping the pages turning. What They Don't Teach You at Harvard Business School touches on a broad spectrum of subjects creating diversity and leaving something for everyone.
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill.
Nike’s positioning in the market has more of a mass appeal compared to their main competitor Adidas who strive to make products for elite athletes. The positioning strategy for Nike is currently working at a satisfactory level as Nikes global annual sales between 2013-2014 was reported as 27.8 billion (Statista, 2014) compared to Adidas’ 19.95 billion (Statista, 2014). The global market for sports apparel is expected to grow at a compound annual growth rate of 4% between 2012-2019, Nikes compound annual growth rate during 2010-2012 was 12.3% which is an excellent result as the brand’s growth was larger than the market as well as outgrowing Nike’s closest competitors Adidas, Puma and Asics (Forbes,
international markets. The company wants to generate more than half of its revenue from overseas. In my opinion, Nike’s strategies and tactics are to seek on the opportunity to do the marketing on its radical, rebellious and anti-establishment images to the international markets and to benefit from its use of overseas factories to outsource manufacturing processes. For example,
For my Senior Colloquium, I plan to evaluate and analyze Nike “Just Do It” campaign launched in 1988. The campaign is one of the top two taglines of the 20th century with it being both “universal and intensely personal” (“Nike, Inc.”). Nike mission is to bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete according to Nike. Nike does more than just make gear for athletes; as a company, Nike believes in the power of human potential. This paper will discuss all aspects of Nike's persuasive campaign. Some of the campaign's strategies, goals, and techniques will be discovered and some persuasive theories that can be useful to the Nike advertising campaign will be identified and explained as well. Afterwards think about these theories, the particular arguments of the campaign will be legitimate.
Strategic management is critical to the development and expansion of all organizations. Sports Direct must align its mission and vision with its operations to keep itself accustomed with its surroundings (Joseph & Eshun, 2009). The firm must consider potential strategic issues surrounding the importance of sustaining their competitive position without compromising on cost or value, whilst maintaining superior operating efficiencies.
As time progresses, watching and supporting sports is becoming more and more popular as a main source of entertainment. Many people have found ways to connect their jobs with their passion of sports. “The multibillion-dollar sports industry offers employment opportunities for management, marketing, and supervisory professionals at all levels of competition” (Sports Management 1). Depending on a person’s interests, there are jobs in professional, amateur, and even school sports. Once a person decides on a sport management career, it needs to be determined which area he or she more specifically wants to go into based on his or her interests and abilities.
The marketing goals are: Increase customer retention, Increase eCommerce Sales, Increase our Community Involvement. The first goal specifically works towards reaching 60% repeat sales through different promotional strategies like emotional marketing and sponsoring different professional athletes. Customer retention is extremely important to maintain Nike’s market leader position. Increasing eCommerce is a major focus for Nike. Last year we were able to increase our eCommerce sales by a profitable 51%. Our second goal is to continue this trend by increasing online sales by 50% every year for the next four years. It is our belief that doing so will solidify Nike as a leader in the online athletic market. Nike truly believes that sport can change
Research can be defined as a systematic method through which new knowledge is discovered. No matter what topic is being studied or analyzed, the value of research lies in how well it is designed and carried out. There are several types of research which include: surveys, interviews, content analysis and focus groups. As an advertiser it is important not only to be aware of your surroundings, but what goes on in people’s minds. Individuals’ needs and wants are not only essential but the base of an advertisement’s success. The purpose of this essay is to conduct my own research about a company that has transcended barriers such as race, disabilities, and gender with a phrase that has sparked interest, innovation and motivation all over the world: “Just Do It”. Since the 1980’s Nike has not only become one of the leading sports brands, but a corporation that learned just how to convey a message and reach their target consumers through successful advertisement. The question is: What is portrayed through Nike’s advertisement and slogans? How has this helped sales, and how far has advertisement pushed its success? The objective of this research paper is to find and understand in-depth answers to these questions that bring a