SPORTS PRODUCT CONCEPTS

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CHAPTER 8

• SPORTS PRODUCT CONCEPTS

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Sports Product Concepts

• Sports Product - Good, Service or Combination of
  the two that is designed to provide benefits to a
  sports spectator, participant, or sponsor.

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Goods and Services as Sports Products (The
Good/Service Continuum)

• Intangibility cannot be seen, felt, tasted
• Inseparability simultaneous production and
  consumption
• Heterogeneity potential for high variability
• Perishability cannot be inventoried or saved

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Classification Of Sports Products

• Product Mix - All the different products and
  services a firm offers
• Product Line - Groups of individual products that
  are closely related in some way
• Product Item - Any specific version of a product
  that can be designated as a distinct offering

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Product Characteristics
Branding
Total Product
Product Quality
Product Design
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Branding

• Name,design, symbol, or any combination
• Broad purpose of branding is for a product to
  distinguish and differentiate itself from all
  other products
• Some great sports names include the Macon
  Whoopie, Louisiana Ice Gators

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Brand Names

• Whats in a name?
• Easy to say, generates positive feelings and
  associations
• Translatable into a successful logo
• Consistent with rest of product lines, city, or
  organization
• Legally and ethically permissible

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Branding Process

• Brand Awareness
• Brand Image
• Brand Equity
• Brand Loyalty

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Model of Brand Equity
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Licensing

• Contractual agreement whereby a company may use
  another companys branding in exchange for a
  royalty or fee
• Booming business (e.g., NBA has 150 licenses)
  with 13.65 billion
• NFL (3.6) NBA (2.6) Colleges (2.0) MLB (1.9) NHL
  (1.2)
• CAPS (Coalition to Advance the Protection of
  Sports Logos)

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Sports Product Quality

• Quality of Services
• Quality of Goods

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Nature of Service Quality
EXPECTED SERVICE LEVELS
PERCEIVED SERVICE LEVELS
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Expected Service Levels

• Service Promises (ads, price)
• Word-of-Mouth
• Past Experience

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Perceived Service Levels -Service Quality
Dimensions

• Tangibles Physical facilities, appearance of
  personnel, equipment
• Reliability Ability to perform the service
  dependably, accurately, consistently
• Responsiveness Willingness to provide prompt
  service to customers
• Assurance Trust, knowledge, and courtesy of
  employees
• Empathy Caring, individualized attention to
  customers

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Quality of Goods Dimensions

• Performance
• Features
• Conformity to Specifications
• Reliability
• Durability
• Serviceability
• Aesthetic Design

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Product Design - Aesthetics, Style and Function
of the ProductRELATIONSHIP AMONG PRODUCT
DESIGN, TECHNOLOGY, AND PRODUCT QUALITY
Technological Environment
Product Design
Product Quality