Lesson 4.4 – Market Segmentation Copyright © 2013 by Sports Career Consulting, LLC

Market Segmentation the process of identifying groups of consumers based on their common needs Copyright © 2013 by Sports Career Consulting, LLC LESSON 4.4 Marketing Applications

LESSON 4.4 Marketing Applications Market Segmentation  Understand consumer groups  Determine target markets  Develop positioning strategies  Customize products and marketing strategies Copyright © 2013 by Sports Career Consulting, LLC Helps Companies To:

LESSON 4.4 Marketing Applications Five Bases for Market Segmentation 1) Demographic 2) Product 3) Psychographic 4) Benefits 5) Geographic Copyright © 2013 by Sports Career Consulting, LLC

LESSON 4.4 Marketing Applications CONSUMER DemographicPsychographicGeographic BenefitsProduct Copyright © 2013 by Sports Career Consulting, LLC

LESSON 4.4 Marketing Applications Five Bases for Market Segmentation Demographic Segmentation: Focuses on information that can be measured  Age  Income  Occupation  Gender  Education Copyright © 2013 by Sports Career Consulting, LLC

LESSON 4.4 Marketing Applications Fans of the PGA and LPGA tours tend to be among the “baby boomer” age demographic (45-64), according to data from Scarborough Sports Marketing Copyright © 2013 by Sports Career Consulting, LLC Demographic Segmentation

LESSON 4.4 Marketing Applications The 8-13 age group (often referred to as the “tween” market) has provided a powerful demographic for entertainment products for a long time. When pop superstars like Hannah Montana get older, a new pop sensation rises to meet the demand for a new tween idol that appeals to this demographic. Justin Beiber certainly appears poised to fill that role as his popularity continues to reach new heights as evidenced by the 21 million people following him on Twitter, his 43 million friends on Facebook and the 750 million views of his music video “Baby” on YouTube (it is the most-watched video in YouTube history). Copyright © 2013 by Sports Career Consulting, LLC Demographic Segmentation

LESSON 4.4 Marketing Applications Since 2000, the number of NASCAR fans earning $100,000 or more has doubled from 7% to 16% of its fan base, and those with incomes of $50,000 or more has risen from 35% to 48% Copyright © 2013 by Sports Career Consulting, LLC Demographic Segmentation

LESSON 4.4 Marketing Applications According to league data, the average household income for NHL fans is $104,000, highest of the four major sports with Major League Baseball ($96,200), the NBA ($96,000), and the NFL ($94,500) Copyright © 2013 by Sports Career Consulting, LLC Demographic Segmentation

LESSON 4.4 Marketing Applications According to a 2012 report from Leichtman Research Group, 69% of households in the U.S. have at least one high definition television set, up from 17% in 2006 Copyright © 2013 by Sports Career Consulting, LLC Demographic Segmentation

LESSON 4.4 Marketing Applications A survey by CNBC has found that half of all American households own at least one Apple device, and the average Apple-buying household has a total of three Copyright © 2013 by Sports Career Consulting, LLC Demographic Segmentation

LESSON 4.4 Marketing Applications Scarborough Research released demographic figures relating to fans of the IndyCar, suggesting 29% of the fan base were “blue collar”, while 37% were “white collar” Copyright © 2013 by Sports Career Consulting, LLC Demographic Segmentation

LESSON 4.4 Marketing Applications According to a report released in 2013 by the Entertainment Software Association (ESA), 45% of the entire gamer (video game playing) community are women and they comprise 46% of the most frequent video game purchasers Copyright © 2013 by Sports Career Consulting, LLC Demographic Segmentation Click here to view a graphic reporting on gamer demographics from USA Todayhere

LESSON 4.4 Marketing Applications According to data from Scarborough Sports Marketing published in a 2011 issue of Sports Business Journal, fans of MMA are 78% male and 22% female Copyright © 2013 by Sports Career Consulting, LLC Demographic Segmentation

LESSON 4.4 Marketing Applications The Twilight film franchise has created an unusual gender-based demographic. While the primary market is female, the surprise is that the films have appealed to a wide swath of ages in the gender. Overall, 95% of the audience is female, and 45% were 25 or older-which means that a film with teenage characters is almost as popular with adult females as with teens and tweens. In marketing terms, this is a huge success in having the product traverse all ages of the gender being targeted. Copyright © 2013 by Sports Career Consulting, LLC Demographic Segmentation

LESSON 4.4 Marketing Applications 68% of NHL fans have attended college Copyright © 2013 by Sports Career Consulting, LLC Demographic Segmentation

LESSON 4.4 Marketing Applications Demographic Segmentation Copyright © 2013 by Sports Career Consulting, LLC  40% of the fan base earns $46-75k per year  42% of the fan base has an Undergraduate Degree  91% of the fan base has a major credit card  69% of the fan base owns their own home Triple A baseball posts its demographic information online for prospective sponsors to review

LESSON 4.4 Marketing Applications Five Bases for Market Segmentation Product Usage Segmentation: Reflects what products consumers use, how often they use them, and why  Sports season ticket holders  Theatre group ticket coordinators Copyright © 2013 by Sports Career Consulting, LLC

LESSON 4.4 Marketing Applications Five Bases for Market Segmentation Psychographic Segmentation: Grouping consumers based on personality traits and lifestyle  Sports Fans  Music Lovers  Individuals who enjoy attending live events Copyright © 2013 by Sports Career Consulting, LLC

LESSON 4.4 Marketing Applications Five Bases for Market Segmentation Benefits Segmentation: Refers to a perceived value consumers receive from the product or service Season ticket holders enjoy additional “perks” such as exclusive invitations to pre-game chalk talks with the team’s coaches Copyright © 2013 by Sports Career Consulting, LLC

LESSON 4.4 Marketing Applications Five Bases for Market Segmentation Geographic Segmentation: Dividing of markets into physical locations  North, South, East and West Regions of the United States  Urban and Rural areas of a particular state Important to Sports Marketers Because: Sports consumers are characteristically loyal to particular regions when making buying decisions Copyright © 2013 by Sports Career Consulting, LLC

LESSON 4.4 Marketing Applications Because many segments may be valid in helping marketers make decisions, marketers often choose to use several segments Ultimately, a decision is made based on what best fits the organization’s target market Copyright © 2013 by Sports Career Consulting, LLC Selecting multiple segments

LESSON 4.4 Marketing Applications Young women have played a major factor in the 2013 revival of the Toronto Blue Jays franchise, where the 57% of fans age 18 to 24 are female, representing “one of the fastest-growing segments of our entire demographic slice," according to Toronto's vice-president of marketing and merchandising. Also in the news story from thespec.com, Sportsnet said more women started tuning in as the Jays reeled off wins in June. Viewership for women aged increased by 61 per cent (24,000 to 39,000) and 52 per cent (54,000 to 82,000) for women when compared to May Copyright © 2013 by Sports Career Consulting, LLC Selecting multiple segments

LESSON 4.4 Marketing Applications Blank Slide Available for Teacher Edits Copyright © 2013 by Sports Career Consulting, LLC

Marketing Applications LESSON 4.4 REVIEW (ANSWERS) 1) Identify the five bases of segmentation 1- Demographic 2- Product usage 3- Psychographic 4- Benefits 5- Geographic Copyright © 2013 by Sports Career Consulting, LLC