Some of the strategies employed in marketing sports core elements and products include differentiation, product position, product development, brand, and branding, as well as processing and brand cycle.
Game form involves the rules and the techniques used in a specific match. Product development should be used to increase revenue collected from this sports element. The strategy comprises changing, deleting, adding or creating a new product to match the customer's needs (Mullin et al., 2014). The game rules and techniques can be used to effectively engage the clients in the match which will in turn help in winning the trust of the client and loyalty which leads to increased revenue.
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Players play a significant role in the sports industry, therefore, to market this element of sports the strategy of differentiation should be utilized. Differentiation involves developing a brand that is unique and meet the customers' needs, in this case, the players should be unique in their ports wear, their conduct as well as skilled in their play. The techniques will in turn help to attract customers as a result of quality games and qualified players who pose a competitive advantage to other teams players (Mullin et al., 2014).
Equipment and apparel, this refers to the tools and equipment utilized during a match. The most appropriate extension strategy for this element is the improving the brand and branding of the equipment (Mullin et al., 2014). Appealing, high quality and readily available sports brands will attract loyal customers and players to buy the products which meet their needs. Comfortable sportswear will attract more players and team supporters which will in turn help to attract and maintain old and new customers who will, in turn, lead to an increment in revenue collection.
The product stage which in this case is the venue of the match should be well equipped and designed to meet the players and observers needs. In this case, the strategy of product position is essential, and the venue should reflect the images and message of the match being played. The presentation will, in turn, help the customers to have a clear image of what is happening in the field, hence, meeting their needs (Mullin et al., 2014).
Personnel and processes, in the sporting industry, there should be qualified personnel as well as update equipment which will in turn help to meet the changing needs of the sport's customers. Brand and process cycle plays can be effectively employed in this element to meet the customers' needs. The brand cycle determines the stage of the element which in turn requires strategic procedures to meet the changes of customers’ needs in every stage of the cycle (Mullin et al., 2014).
Lastly is the fan behavior element, these are the interesting sports activities that the clients can access and engage in the sports industry. To effectively engage the customers, the special events strategy should be developed to attract and allow customers to interact and engage with players in other activities outside a football match (Mullin et al., 2014). The approach will actively engage the customers, hence, winning more customers over other competing sports industries.
Reference
Mullin, B. J., Hardy, S., & Sutton, W. A. (2014). Sport marketing . Champaign, IL: Human Kinetics.
