'With Specific reference to the marketing of sports development initiatives, discuss and evaluate the most important components of the marketing mix and consider their relevance to the customer'.

Marketing Assignment

‘With Specific reference to the marketing of sports development initiatives, discuss and evaluate the most important components of the marketing mix and consider their relevance to the customer’.

Once the Organisation or Company has developed its marketing strategy and the Target Market has been identified, it can begin to plan the marketing mix. The marketing mix is one of the dominant ideas in modern marketing. The marketing mix is the combination of four variable controllable tools: (below)

Product
Price
Place
Promotion

(Kotler, 2001)

These four tools are known as the 4P’s, the Product is what is offered to the customer, which can be tangible for example; a football pitch, or the product could be intangible for example; a sports development programme.

The Place is the location where the product is offered to the customer. It can be either physical location for example; a Football Stadium, or it can be a chain of distribution for example; a sports shop where you buy clothes to take home.

The Price is how much the product costs. The price can be varied, depending on how much the customer values the product for example; a top golf course will cost more to be a member due to its reputation and appeal, although the facilities may not be better than a regular course. The Promotion of a product is the ‘communication’ to the market – known as marketing communications. (Roberts, 2001)

When marketing sports development initiatives it is important to use the marketing mix so that you are able to provide specifically for your target market. The type of consumer that is your target market very much affects the marketing mix. The consumer’s socio-economic status is likely to influence their buying behaviour; for example a person who has a low amount of disposable income is unlikely to be able to pay for a Snowboarding Trip to Canada. Also the type of product affects the marketing mix, whether it is tangible or intangible – this will obviously affect how you present your product. There are several factors which affect how a product marketed.

When promoting your sports development initiative or programme, it is essential to use the most effective marketing communications to reach your target market effectively. There are several types of marketing communication such as Advertising, Personal Selling, Sales Promotion, PR & Publicity and Direct Marketing (Kotler, 1997).

Businesses/organisations need to make people aware of the product or service – therefore the Promotion needs to be effective by being appealing & informative.

To reach a target audience which might be geographically dispersed. Many sports development initiatives are aimed at specific target audiences e.g. Young, Elderly. It is important when marketing that effective market research is conducted so that the identification of suitable market targets can be made. Within this you may have to consider market segmentation, where concentrating the marketing plan to recruit/attract from a specific demographic component of consumer. For example: any initiatives aimed at young people would have to be accessible & so they may have to be stage/held locally within communities, or in school holidays, after school etc. To ...

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(Butler, 2000)

The price is very important to the consumer because it is how much they will have to exchange for the product. There are internal and external factors, which affect pricing decisions:

(Kotler, 2001)

Therefore it is essential to gain the desired target market through the price of the product, you will want to price the product as realistically as possible so the consumer will feel value for money. Different pricing strategies will be suited to certain products, i.e. higher prices for designers, or new products may have a lower trial price etc. Its important to pitch the price with the type of product, so a ‘posh’ like a Perfume product should not be cheap, it should be more expensive; so it will make consumers appeal to it. Also competitive pricing is very important, so knowledge of opposition is needed, i.e. a Soccer School organised by a School on the same day as a Professional Club may need to lower its price in order to attract consumers, as the Professional Club will be expensive but will appeal more.

The place where the product will be traded, or where the product will meet the consumer. This is important that it meets the target market, as the location of the consumer will affect the how far the product can be distributed. For example, a Junior Soccer School in Cardiff Schools would be targeted at local children, so it will be marketed locally within the city, not elsewhere. The accessibility of the product or service will say much about how suitable the location of the product is, for example is there public transport available? Is the Soccer School set in a large residential estate? – therefore within walking distance for the target market.

So the marketing mix is effective way of aiding the selling of a product or service. Many sports development initiatives are developed by a governing body or association, but then localised and delivered through Counties, Schools and Clubs. ‘Mini-Soccer’ Is an example of a Sports Development initiative, which below describes how the components of the marketing mix (product, promotion, price and place) are important, with the relevance of the consumer mind.

The product: Mini-Soccer is a Football development initiative started in 1999 aimed at developing young players under the age of 10. The initiative is organised by the Football Association through local F.A’s, where each F.A has a Mini-Soccer co-ordinator who is key to including all the agencies. Mini-Soccer takes place in Schools, Clubs, Festivals, and Mini-Soccer Festivals. There are many Mini-Soccer programmes available, and each club or school who takes part in Mini-Soccer must provide the equipment and pitches. The number of programmes available make accessibility easier for the consumer, so that children can take part in Mini-Soccer through the Primary school or at their local Football club.

There are several quality issues such as the safe environment in which Mini-Soccer takes place, with fun and enjoyment in mind. The specifications of the equipment and pitches are standardised, and the principles and rules of Mini-Soccer are modified from the 110a0side game and are similar to those in Association Football, except that there are smaller goals and pitches, and fewer players on each team. There is a code of practice for children and parents which ensures the safety, and suitability of the environment. This makes Mini-Soccer appealing, as it is a different approach to playing Football, designed for younger people.

As it is designed for young people there are many benefits, such as more touches of the ball to increase participation and enjoyment, fewer players on the pitch meaning simpler decisions and better understanding, smaller pitches meaning greater concentration & interest among participants, and more individual success leads to more children playing, In the long term, this leads to sustained participation levels beyond this age group. Mini-Soccer is suitable for any boy or girl regardless of their ability, and the main aims of Mini-Soccer programmes are for children to:

Feel Success
Take an active part in the game
Understand the laws
Develop soccer skills
Be able to take part whatever their ability
Develop fitness

The branding of Mini-Soccer is through the equipment known as the ‘Big Red Bag’, which contains the goals and pitch equipment for Mini-Soccer. Coca-Cola endorses the Goals, which is probably the largest drinks company in the world. Therefore it will be noticed by consumers and will be purchased. The Mini-Soccer scheme was developed and organised by the F.A, which is the national governing body for Football and so consumers will notice, and rely on this scheme to develop. The packaging of the product ensures easy storage and transportation.

The promoting of Mini-Soccer is via the F.A, where publications detail information about Mini-Soccer and how to get involved. There is information on the F.A website and F.A Publications, which advertise Mini-Soccer as an initiative throughout England. Local F.A’s, clubs and schools promote the Mini-Soccer competitions and matches, by joining structured leagues and advertising competitions. There are various promotions such as tournaments and festivals, which must be affiliated to the local F.A. Personal selling will be needed by the tournament/festival stager to invite each club or team. This will be achieved via written invitation, phone or email. The stager of Mini-Soccer will need to use marketing communications effectively to attract teams to the tournament/festival, so simply a phone call or letter will attract the local teams. The Internet would be pointless unless trying to attract from a wider scale, this would be more appropriate for a national tournament or festival.

The pricing of Mini-Soccer is varied, as there is no fixed price. Tournament/festival entry fees are common. To cover the cost of officials and pitch hire, pay-to-play fees for players are necessary to break even or make a small profit. The only fixed price is the ‘Big Red Bag’, which contains the equipment for Mini-Soccer that costs £200. You need to be able place to play Mini-Soccer, so unless the club or school has their own pitch, they will have to hire a pitch.

The place where Mini-Soccer takes place will obviously be on a pitch, grass or synthetic. The type of competition will determine where participants are recruited from, for example a structured league will simply consist of one fixture, a tournament may consist of a number of teams from a local, regional or national scope. The marketing strategy will determine this, so if a tournament consists of local teams then basic communication will be needed to recruit teams. Whether as if the tournament is regional or national it may be larger in size and require more teams, so advertising on the Internet or through National Press would be an effective way of recruiting. This will allow teams across the country to enter the tournament, if the details are posted on the F.A Website for example (www.the-fa.org. http://www.thefa.com/grassroots/county+FAs/ - accessed on 25/4/2004)

Dragon Sports is initiative from the sports council for Wales which is designed to off 7-11 year olds fun and enjoyable sporting opportunities. 7 sports are available including Rugby, Soccer, athletics, Tennis, Netball, Hockey and Cricket. Each are modified to suit the players’ age, size, ability, skill level and experience. The scheme is delivered in partnership with the 1700 or so primary schools in Wales. The Dragon sports scheme is national, and incorporates the national flag – the dragon, into branding (its name and logo), therefore making it appealing to the Welsh children.

The Dragon Sports programmes can be easily delivered by volunteers, supported by a comprehensive range of resource cards and equipment to help deliver Dragon Sports sessions, with further resource materials for the recruitment and training of volunteer parents, coaches and teachers. All resources are also compatible with the National Curriculum so therefore can be used within Physical Education in Schools.

Dragon Sports is promoted by the Sports Council for Wales, but also individually through various schemes throughout the country. Various marketing communications are used mainly posters, and the easy to use website – which is appealing and informative. Promotions within Dragon Sports are ongoing, particularly the summer Dragon Sports.

There are numerous places including the 1700 Primary Schools across Wales where Dragon Sports takes place, as it is a national scheme. Other locations of Dragons Sports are youth clubs, sports clubs and within communities. Transportation is arranged separately within local areas. There is no pricing strategy for Dragon Sports, as the aim is to increase participation and raise standards. Dragon Sports are funded by the Sports Council for Wales, who pay for the facilities and services, which are used.

( – 25/2/2004)