The Product is Sports and Entertainment

Product

Sports and Entertainment Marketing ClassCouncil Rock School District

Product and the Product Mix

Goals• Define product, product development, product

mix, product extension, and product enhancement.

• List and describe the components of the product mix.

• Identify the stages of the product lifecycle.

• Understand how branding, licensing, and packaging.

• Apply effective customer service techniques to satisfy customer needs.

Terms• product

• product mix

• product extensions

• product enhancements

• product positioning

• product life cycle

• packaging

• brand

• branding

• trademark

• licensing

Product is Sports

• Sports Product: A good, service, or any combo that is designed to provide benefits to a sports spectator, participant, or sponsor.• Spectators: are consumers who derive their benefit from the

observation of the event• It has a combination of tangible and intangible attributes (benefits,

features, functions, uses).

• The core sports product is intangible.• The core is the event experience composed of four components:

• Game or Competition or Event

• Players

• Equipment

• Venue• For sports to take place, these basic product elements must always be

present, …always!

Product is Entertainment

• Entertainment as a Product: Any activity that holds the attention and interest of an audience, or gives pleasure and delight. • It can be one of the activities or events that have

developed over thousands of years specifically for the purpose of keeping an audience's attention.• Movies, music, drama, dance, and different kinds of

performance exist in all cultures, developed into sophisticated forms and over time became available to all citizens.

• The process has been accelerated in modern times by an entertainment industry which records and sells entertainment products.

What is a Product Mix?

All products are complex blending of tangible and intangible parts as well as the experience tangible parts physical features that can be seen and felt

E.g. GOLF Tangible Elements of the GOLF Product

Little dimpled golf balls.

Oversized “metal” woods that are in different ways, standardized

Decisions are made about a new product’s final form and the total assorted features are referred to as the product mix

What is a Product Mix?

All products are complex blending of tangible and intangible parts as well as the experience intangible parts the nonphysical service features

Can’t see

Can’t touch

Can’t smell or taste

E.g., GOLF Intangible Elements of the GOLF Product

Golf Club memberships

• the total assorted features associated with the product• brand name• various products offered under the brand• product packaging

product mix

What is a Product Mix?

• Items or value added to a product to make it more attractive to the target market

• Novelties & Fantasies• Toys, cards, fantasy games and

camps, & autographs• Personnel and Process

• Greater communication between organizations and fans.

product extensions in S&E

What is a Product Mix?

• items added to a product to make it more attractive to the target market

• Ticket & Printed Material• Used as promotional & sponsorship tools.

• Internet/electronic products• Keep fans up-to-date & involved.

• The Organization• Sports is a business ultimately.• Entertainment networks provide a wide-

range of products for consumers

product extensions in S&E

What is a Product Mix?

Basic vs. Enhanced Product•product enhancements

• features added to the basic product that satisfy additional needs and wants with the same purchase

• add value to product and may increase the purchase price

Athletic shoes:Basic product construction for support and safetyNike: created specialized running shoe w/air-cushioned soles and lightweight materials

Basic vs. Enhanced Product•product enhancements

• SMART Stadiums:• High tec, mobile device focused support, and user-friendly apps to

enhance the venue experiences

Provide three examples of a product enhancement.