CMS Lesson Plan – Sports and Entertainment Marketing II 5.02 Explain Product Positioning
Subject: Sports and Entertainment Marketing II Homework: Date: ______NCSCOS Obj. #: 5.02 Explain Product Positioning
Material/Technology needed: computer, LCD projector, paper, magazines, Pace: newspaper, glue, handouts
______Link to Prior Learning We just studied event management. Knowing how to deal with the physical facility is one part of an entire event. We just studied Start the aspects of an event manager. It is important to study these traits and skills prior to coordinating their event. Now we are looking Time at why or why not people attend an event. Purpose/Objective of the Lesson 5.02 Explain Product Positioning.
Define positioning. Explain product positioning. Explain product life cycle strategies.
Lesson Input/Modeling Notes Identify multi-positioning strategies Identify stages in the product life cycle
Key Questions 1. What is positioning? 2. What are the segmentational elements? 3. What is product positioning? 4. What is niche marketing? 5. What are the product life cycle strategies?
Class Activity Guided Practice 1. Warm-up – see below and current events 2. Notes 5.02 – There are guided notes on word 3. Notes 5.02 via PowerPoint – There are guided notes on word in PowerPoint form
Independent Practice
Explain how an event was positioned and the segmentational elements Analyze magazine ads and determine the methods use to segment the market End Explain how a genre of music has positioned itself Time: Analyze the lifecycle of a reality television show Create a product life cycle for a product
See attached activities for more detailed instructions.
Reflection: Differentiation Student Engagement Teacher Input Critical Thinking Lesson Effectiveness Low High Low High Low High Low High Low High
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A. B.
Warm-up~ Think of products that have just been introduced. (Write the products on the board.) How did students hear about them? Do the same for products that were popular but we no longer hear about. What happened to them? What about advertising? Publicity? Sales promotion? Personal selling?
5.02 Explain Product Positioning.
A. Define positioning. 1. Positioning is getting consumers to think of a product in a certain way. 2. Segmentational elements of the target market include: a. Demographics. Demographic segmentation divides the market based on personal characteristics such as age, gender, income, ethnic background, education and occupation. Consumers with high income are more likely to purchase box seats. b. Psychographics. Psychographic segmentation divides the market based on values, attitudes and lifestyles. Consumers who enjoy professional wrestling might not enjoy the ballet. c. Geographics. Geographic segmentation divides a market based on where a person lives. Consumers living in the Boone area are more likely to attend an event held in that area. d. Behavioral. Behavioral segmentation divides the market into groups based on what they are looking for in a product and why they buy the product. Consumers may be loyal to Jennifer Lopez and go to as many of her concerts as possible. e. Hybrid. Consumer segments brought together using several variables. i. Example: Psychodemographic segmentation might be based on education and lifestyle. ii. Example: Consumers with a high level of education tend to play more golf.
B. Explain product positioning. 3. The consumer’s perception impacts image. a. Marketers must understand the consumer’s attitudes and needs affecting perceptions. b. Consumer perceptions are based on experiences. c. Position products based on image. Example: Mountain Dew sponsors “extreme” sports. 4. Niche marketing is targeting an underserved market. Characteristics of a niche market include: a. Smaller markets. b. Specific needs. c. Example: Doritos targeting skateboarding fanatics. 5. To increase market share, companies may choose to utilize a multi-positioning strategy. Multi-positioning is positioning the same product differently to a variety of markets. For example: Dell positions computers differently to mature markets than to tween markets. Mature markets are positioned through the benefits of sending/receiving email and photos from family members. Tween markets are positioned through gaming and instant messaging.
C. Discuss product life cycle strategies. 1. Introduction stage. Strategies during this stage should stimulate consumer interest and create awareness. Example: A company may show more commercials to make its target market aware that the product is now available. 2. Growth stage. Strategies during this stage stress benefits of a product over its competitor’s products. Example: A company may say its brand is a higher quality product than the product its competitors sell. 3. Maturity stage. Strategies during this stage may include repositioning a product. Choosing a different target market to position the product. When the existing target market gets tired of a product, choosing a new group of people to market the product will make the product seem new to them. 4. Decline stage. Strategies during this stage may be to greatly reduce marketing support or drop a product due to poor sales and lack of consumer interest. At some point, consumers do not want a product anymore, therefore it is time to drop the product and find something new.
5.02 Explain Product Positioning. Guided Notes
A. Define positioning. 1. ______is getting consumers to ______of a product in a certain way. 2. ______elements of the target market include: a. ______. Demographic segmentation divides the market based on personal characteristics such as ______, ______, ______, ______background, ______and ______. Consumers with high income are more likely to purchase box seats. b. ______. Psychographic segmentation divides the market based on ______, ______and ______. Consumers who enjoy professional wrestling might not enjoy the ballet. c. ______. Geographic segmentation divides a market based on ______. Consumers living in the Boone area are more likely to attend an event held in that area. d. ______. Behavioral segmentation divides the market into groups based on ______in a product and ______they buy the product. Consumers may be loyal to Jennifer Lopez and go to as many of her concerts as possible. e. ______. Consumer segments brought together using ______variables. i. Example: Psychodemographic segmentation might be based on education and lifestyle. ii. Example: Consumers with a high level of education tend to play more golf.
B. Explain product positioning. 1. The consumer’s ______impacts ______. a. Marketers must understand the consumer’s attitudes and needs affecting perceptions. b. Consumer perceptions are based on ______. c. Position products based on image. Example: Mountain Dew sponsors “extreme” sports. 2. ______marketing is targeting an ______market. Characteristics of a niche market include: a. ______markets. b. ______needs. c. Example: Doritos targeting skateboarding fanatics. 3. To increase market share, companies may choose to utilize a ______strategy. Multi-positioning is positioning the ______product differently to a ______of markets. For example: Dell positions computers differently to mature markets than to tween markets. Mature markets are positioned through the benefits of sending/receiving email and photos from family members. Tween markets are positioned through gaming and instant messaging.
C. Discuss product life cycle strategies. 1. ______stage. Strategies during this stage should ______consumer interest and create ______. Example: A company may show more commercials to make its target market aware that the product is now available. 2. ______stage. Strategies during this stage stress ______of a product over its competitor’s products. Example: A company may say its brand is a higher quality product than the product its competitors sell. 3. ______stage. Strategies during this stage may include ______a product. Choosing a different target market to position the product. When the existing target market gets tired of a product, choosing a new group of people to market the product will make the product seem new to them. 4. ______stage. Strategies during this stage may be to greatly ______marketing support or ______a product due to poor sales and ______of consumer ______. At some point, consumers do not want a product anymore, therefore it is time to drop the product and find something new.
Expl ai n pr oduct 5.02 Expl ai n pr oduct posi t i oni ng • The consumers’ ______impacts posi t i oni ng. ______. – ______must understand the consumer’s ______and ______affecting their perceptions of the product. – Consumer perceptions are based on ______. – Products should be ______based on ______.
• To ______market share, companies may choose to utilize a ______-positioning strategy.
Pr oduct posi t i oni ng Ni ch e mar k et i ng
• Getting ______to think of a • Targeting an ______in a certain way. ______. • Ways to segment a market: – D______• Characteristics of a niche – P______market include: – G______– ______– B______– H______– ______
Activity 1
Discuss an entertainment event that was recently held in your area and consider the following: 1. How did the promoters of the event position the event in the market? 2. Describe the target market. 3. Was the positioning strategy obvious to the target market? 4. Do you believe the promoters were successful in their efforts? 5. What recommendations would you make to improve the strategy or to reach other markets that would be responsive to the event?
Activity 2
Use magazines, the Internet and newspapers to locate ten advertisements for entertainment products. You should cut, copy or print out the ads and label each with where the ad was found and when it was published.
Next, analyze each ad by determining which method was used to segment the market and what elements of the ad (copy, headline, illustration, or publication) support their opinion. Be specific in your analysis and strive to find examples of each segmentation method discussed in class.
Activity 3
Research the music industry, specifically a genre of your choice; country, rock, rap, hip-hop, pop, alternative.
Explain how the genre has positioned itself in the minds of listeners. Give examples of how music industry promoters show understanding of consumers’ attitudes and needs, how some recording companies/radio stations have taken advantage of niche marketing and how the genre is implementing strategies to increase listeners.
If the genre has experienced a loss of audience, examine what has led to this decrease and make recommendations for re-gaining audience numbers.
Activity 4
Form two teams and research a reality show: Survivor, Big Brother, The Bachelor, The Amazing Race, The Real World, Road Rules, Meet Joe Millionaire.
Analyze the show in terms of its “life cycle” by researching ratings, advertising dollars earned, average viewership over time and show websites.
Determine which stage of the life cycle the show is in. Use examples from your research to support your opinion.
Activity 5
Create a computer-generated graph of the product life cycle. Label each stage with an entertainment related product that is currently in that stage and list at least three facts (current sales, competitors, promotional strategy) to support their opinions.