Place or Product Distribution

1

• Place or Product Distribution

2
Objectives

• To understand distribution as it relates to the
  marketing process and the place application of
  the five Ps
• To understand the theory of place as it relates
  to sport
• To recognize the importance of the venue and
  facility in sport marketing
• To understand the elements of marketing channels
  and their application to tickets and retail
  products

3
Place (Distribution)

• The activities associated with transferring goods
  from producers to final buyers and users.
• Sport is unique because it is produced and
  consumed at the same time.
• e.g. Marathon or fitness club
• Sport is unique because it is perishable.
• e.g. NFL games are over.

4
Range of Product Elements Requiring Distribution
by a Sport Team

• Live event
• e.g. game, practice/training session, fantasy
  camp, player meet-and-greet
• Tickets to live event
• Concessions
• e.g. Physical stand or in-seat service
• Image of live event via media
• e.g. (TV, radio, Internet, mobile phone, handheld
  device)
• Players and coaches via personal appearances
• e.g. Toronto Blue Jays players at auto
  dealerships
• Merchandise and memorabilia
• e.g. Licensed apparel, collectibles

5
Strategies to Grow a Sport (Place Core Products
and Extensions)

• Schedule competitions in new markets.
• e.g. big four leagues
• Reach out and touch somebody.
• e.g. NBA Live Europe
• Support the growth of grassroots activity.
• e.g. NFL-CFL
• Recognize and respect national, regional, and
  local culture.

6
The Ensemble

• Landscape
• e.g. bright lights, big city around Madison
  Square Garden New York
• Artifacts
• e.g. history of Indiana basketball Conseco
  Fieldhouse
• History and memories
• e.g. Super Bowl titles and winter games at
  Lambeau Field
• Ideologies
• e.g. proletariat work ethic Heinz Field,
  Pittsburgh Steelers
• Experiences
• e.g. glitz and glamour at Staples Centre Los
  Angeles
• Aesthetics
• e.g. unusual design elements Ford Field,
  Detroit
• Problems
• e.g. area around Prudential Centre (Newark , New
  Jersey)

7
Effective Distribution

• Providing the product the customer wants
• Where they want it
• When they want it
• How they want it

8
The Facility Image

• Appearance of facility
• i.e. Cleanliness, welcoming, a true home
• Amenities offered
• i.e. Quality and variety
• Personnel
• i.e. Front-line staff are critical to creating
  perception
• Consumer opinion
• What are their wants and needs?
• Is it a good experience or bad experience?
• Where are they coming from?
• How were they treated?
• What do they do before and after the game?

9
The Sport Facility

• External accessibility
• Psychological and actual time
• Measures of driving time
• Drawing radius or location
• Demographics
• Duration and frequency of the event
• Emotional commitment
• Perception of quality
• Parking
• Surrounding area
• Design
• Politics
• Sense of safety

10
Sport Facility Design

• Easy access and exit
• Access and sightlines for disabled
• Location and number of concessions and amenities
• Provisions for crowd management, flow, and
  control
• Flexibility versus dedicated usage
• Aesthetics

11
Amenities Convergence Toward the Sports Mall

• Big screens and electronic message centres and
  sound systems
• Connectivity
• Upscale food and drink
• Special zones for networking and interactivity
• Club seating and luxury boxes
• VIP parking
• Extras and uniqueness

12
Personnel

• Training (knowledge, customer service)
• Personal qualities
• Sense of responsibility
• Reflection of the organization

13
Market Research and Place

• Evaluate consumer opinion
• Likes
• Dislikes
• What would they like to see?
• How did you get there?
• With whom did you come?
• What other events do you go to? Why?

14
Marketing Channels

• Manufacturers (M)
• Wholesalers (W)
• Jobbers (J)
• Retailers (R)
• Traditional channel for hard goods
• M ? W ? J ? R ? C
• Professional sport team
• M ? C
• Televised sporting event
• M ? C Event ? Media ? C

15
Retail Sport Operations

• Repeat purchases based on these factors
• Convenience
• Variety or selection
• Quality of goods
• Sales personnels courtesy and knowledge
• Integrity
• Service offered
• Value offered

16
Considerations for Product Distribution

• Expertise
• Cost
• Control
• Adaptability

17
Ticket Distribution

• Box office at arena/stadium/practice facility
• Team retail outlet
• Jays Shop in-store self-serve kiosks
• Internet
• e.g. FIFA U-20 World Cup Canada 2007 website
• Partnerships with ticket firms
• e.g. Ticketmaster
• Partnership with other retail outlets
• e.g. Toronto Argonauts - supermarkets, gas bars
• On-line ticket exchange
• e.g. StubHub
• Scalpers