Target Market/Market Segmentation Sports Marketing

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

**Market Segmentation** market segment — is a group of individuals within a larger market that share one or more characteristics. Example – Sports Illustrated magazine putting different sports stars on the cover in different parts of the country Example - millions of people in the US enjoy football, but a smaller group specifically enjoys the Philly Eagles. A media guide covering the Eagles will be sold out in the PA market, but would flop in Dallas.

Five Elements of Market Segmentation 1. Geographic segmentation—dividing the markets into physical locations, such as eastern, northern, southern, and western regions of the US or the urban and rural areas of a state. -can occur within a single city -sports fans are likely to be loyal to their own region when purchasing products.

Five Elements of Market Segmentation Demographic Segmentation—focuses on information that can be measured such as income, profession, gender, religion and education

Five Elements of Market Segmentation Psychographics—focus on characteristics that cannot be measured, such as attitudes and lifestyle choices. “Holy Day” Ballgame? Consumers make decisions on emotions – they will spend more money on a team’s clothing after a win than a loss

Five Elements of Market Segmentation Product Usage—reflects what product you use, how often, and why. marketers use this info. to encourage you to use your preferred products more often or to try new, similar, or competing products.

Five Elements of Market Segmentation Benefits Derived—the value people believe they receive from the product or service. Enjoyment received from a good game or from a sweatshirt with a team logo rather than the same sweatshirt with no logo.

Market Seg Activity Pair up (with someone you haven’t worked with) Make poster person of psychographic profile given to you Be able to explain to class traits of person Create a 30 second radio commercial for a pack a gum using your poster person as a target market Belonger, Achiever, Emulator/Wanna Be, Socially Conscious Type A, Socially Conscious Type B, Balanced/Totally Integrated, Needs driven.