Marketing Promotional Mix Assessment Answer

Marketing a new Premium Tennis Racket Compared to Tickets for an England men’s team Football Match

In order to develop a marketing mix, it is important to consider four elements in the form of marketing objective, the nature of the message to be conveyed to potential customers, the type of audience who is to be targeted with the message and the budget at disposal (Kumar and Patra 2017). For the purpose of marketing a new premium tennis racket, the proportional mix would be based on the objective to generate awareness and interest with a message that displays the unique value and benefits it provides to players. Moreover, the target customers include professional athletes, aspiring tennis players, students and amateur players (Bostani and Rastegari 2018). On the other hand, for promoting tickets for an England men’s team football match, the objective is to increase sales and retention with a message that includes the schedule and the names of the two competing teams. Moreover, the target customers are football fans (Lam 2021). Thus, the several aspects of the promotion mix would be different for the two cases.

For the tennis racket, the marketing mix should be as follows:-

• Advertising: The advertisements for the tennis racket can be displayed on various media channels like social media platforms, sports programming on television and sports magazines and newspapers. These can be used to reach a large customer base. Moreover, sponsorship deals with famous tennis players to endorse the tennis rackets can influence purchasing decisions of the customers.
• Public Relations: The exposure of the tennis rackets as a premium sports product can be increased by sponsoring tennis events.
• Sales promotions: Limited period discounts can be provided around tennis events. This not only complements the publicity aspect but also increases sales for the product.
• Direct Sales: Collaboration can be done with sports retail brands to sell the tennis rackets exclusively at their outlets. Moreover, e-commerce can be used to directly sell to customers.
• Direct marketing: Curated emails to target customers generates traffic to the website and improves sales (Mihai 2013).

For the match tickets , the marketing mix should be as follows:-

• Advertising: It can be done on social media and television. Moreover, online podcasts involving famous football players can also be used to attract fans to the match.
• Public Relations: The journalists can be engaged to talk about the matchup between the two teams to generate interest about the match.
• Sales promotions: Free tickets can be given to the winners of an online sports quiz.
• Direct Sales: This includes communication with businesses as potential sponsors, and online as well as television broadcasters for showing the live event. Moreover, tickets can also be sold directly online.
• Direct marketing: This includes emails, personal messages and reminders on sports apps to generate traffic and improve sales (Attia et al. 2018).

Example of an effective marketing communications campaign in sports

An example of an effective marketing communication campaign is the “Rule Yourself” campaign developed by sports goods manufacturer Under Armour (UA) in 2015 and 2016 Olympics. The campaign was targeted at professional and aspiring athletes interested in improving their performance with the objective to generate awareness about the brand (Bannerflow 2023). 

The campaign was advertised on social media platforms, television and billboards (Bhatti 2022). In addition, famous sports persons like Michal Phelps for swimming, Steph Curry for basketball and Tom Brady for American football were used for the purpose of the campaign. Moreover, UA carried out direct marketing by displaying its message in various sports events (Chandrasekhar 2018). The use of celebrity endorsers complemented the direct marketing done by UA. As a result, by displaying the Steph Curry version of the ad at basketball games or the Tom Brady version at football games, UA successfully attracted the attention of its target audience. Furthermore, the social media following of the celebrity endorsers enhanced the online publicity of UA (Chandrasekhar 2018). Additionally, the success of the celebrity endorsers with Steph Curry winning MVP in 2015, Michael Phelps winning five gold medals in the 2016 Olympics and Tom Brady winning the Super Bowl further provided publicity to the firm. Apart from that, displaying the billboards around sporting goods, gyms, sports clubs and sporting events enhanced the public relations as well as direct selling aspect of the campaign. As a result, the campaign was successful in enhancing the reach as well as revenue of the firm (Chandrasekhar 2018).

References

Attia, M.A., Chepyator-Thomson, J.R., Sonkeng, K. and el Azim, H.K.E.D.A., 2018. Use of Sport Promotion Mix to Increase Consumption of Services: A Case Study of El-Hawwar Sport Club in Egypt. ICHPER-SD Journal of Research, 10(1), pp.28-38.

Bannerflow. 2023. 7 Great Sports Marketing Campaigns. Available at: https://www.bannerflow.com/blog/7-great-sports-marketing-campaigns/

Bhatti, A. 2022. Top 10 Most Effective Sports Marketing Campaigns of all Time | Potent Strategies for sports promotion. Available at: https://www.kreedon.com/best-sports-marketing-campaign-of-all-time/

Bostani, S.H. and Rastegari, M., 2018. The effect of promotional mix on the increased sales of sports products. Opción: Revista de Ciencias Humanas y Sociales, (15), pp.244-260.

Chandrasekhar, S. 2018. Under Armour Rule Yourself Campaign Review. Available at: https://sandeep-chandrasekhar.medium.com/under-armour-rule-yourself-campaign-review-33cffb8662d1

Kumar, S. and Patra, S., 2017. Does promotion mix really help to enhance brand equity: A literature review. Indian Journal of Commerce and Management Studies, 8(2), pp.80-86.

Lam, E.T., 2021. Promotion mix. In Encyclopedia of Sport Management (pp. 374-376). Edward Elgar Publishing. https://doi.org/10.4337/9781800883284.promotion.mix

Mihai, A.L., 2013. Sport promotional mix. SEA–Practical Application of Science, 1(02), pp.180-185.  

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