Marketing international. Sarah Mischler M1 ISA

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1 Marketing international Sarah Mischler M1 ISA

2 Objectifs, organisation, évaluation Objectifs Découvrir les concepts clés du marketing, du marketing sportif et du marketing international Être capable d analyser et comprendre les marques et les marchés internationaux Les 4P du marketing mix d un point de vue international

3 Organisation 14h de cours magistral 6h de travaux dirigés Objectifs, organisation, évaluation Evaluation 100% contrôle continu Evaluation : 100% CC (1 écrit, 1 étude de cas en TD (en groupe), 1 mini dossier de 4 pages) Ecrit : le 6 décembre de 14h30 à 15h45 (1h15) en français Etude de cas en TD : le 22 novembre de 14h30 à 17h30 (3h) Mini dossier : à rendre par mail, format pdf, le 6 décembre au plus tard Rendre au moins un des 2 travaux en anglais (étude de cas et/ou mini-dossier)

4 Objectifs, organisation, évaluation Mini dossier 4 pages : analyse de la statégie marketing d une marque de sport au niveau international. Choisissez une marques et en faire l analyse au niveau international. Quelle est son origine géographique? Quels sont les pays où cette marque est présente? A-t-elle le même positionnement (nom, image, noms de produits ) dans les différents pays, le même marketing mix (produit (packaging, fonctionnalité, couleurs ), prix (quels types de prix pour quels pays), distribution (type de magasins où le produit est commercialisé), communication (les supports, les thèmes) dans tous les pays où elle est présente ou existe-t-il des spécificités? Globalisation ou adaptation?

5 Objectifs, organisation, évaluation Il ne s agit pas de faire un texte de 4 pages mais varier la présentation, encadré, images, photos, graphiques, texte Obligation de faire apparaître une bibliographie avec les 5 références principales utilisées Vous pouvez utiliser des articles de presse, des ouvrages, des articles de revue scientifiques

6 Theme 1 : What are marketing and sports marketing?

7 What marketing is, what marketing is not Marketing = identify and meet needs profitably 2 important issues in marketing Know the needs and the market Have influence on the demand Studies Environment persuade the demand to buy/use

8 Who do marketing? Companies from profit private sector Organizations from not profit private sector Organizations from public sector

9 Brands in public sector in France

10 Brands in public all over the world

11 What sports marketing is Definitions from Sam Fullerton, G. Russel Merz, The four domains of sports marketing, Sport Marketing Quarterly, 2008, vol.17 2 dimensions for sports marketing The type of products The level of sport integration Sport products Nonsport products

12 What sports marketing is Gray and McEvoy (2005). Sport marketing strategies and tactics. In B. Parkhouse (Ed.), the management of sports : its foundation and application. NY First definition : «The activities of consumer and industrial product and service marketers who are increasingly using sport as a promotionnal vehicle» = Marketing through sport

13 What sports marketing is Second dimension : L application des principes et processus marketing sur des marchés de biens ou de services directement liés aux pratiquants sportifs ou au spectateurs. Michel Desbordes, Fabien Ohl et Gary Tribou (1999), Marketing du sport, Economica

14 What sports marketing is Mullin B., Hardy S., Sutton W (2000), Sport Marketing. Champaign, Human Kinetics 2 issues of sports marketing «Sport marketing consists of all activities designed to meet the needs and wants consumers through exchange processes. Sport marketing has developed two major thrusts : the marketing of sports products and services directly to consumers of sport, and the marketing of other consumer and industrial products or services through the use of sports promotions»

15 Domains of sports marketing G. Russel Merz, The four domains of sports marketing, Sport Marketing Quarterly, 2008, vol.17 4 domains of sports marketing based on : - Sport products vs nonsport products - Level of sport integration

16 Domains of sports marketing Sport product : 3 categories - spectator sports : live audience/media-based - participation sports, - sporting goods, apparel, and sports related products Nonsports products : Marketers of nonsports products have used sports plateforms or themes as part of their marketing strategy

17 Tabie i. Products Sold by Sports MarHeters Synthesis Sports Products Spectator Sports Products The game or event itself Tickets for attendance Viewership and listenership on electronic media Participation Sports Products Organized participation (leagues & tournaments) Casual participation Access to public and private athletic facilities Sporting Goods, Apparel, Athletic Shoes, & Sports-Related Products Sports equipment (skis, golf clubs, & soccer balls) Sports apparel (hunting clothing, swimwear, & team uniforms) Athletic shoes Sports-related products (souvenirs, lessons, & refreshments) Nonsports Products Goods and services not directly related to a sport S. Fullerton & G. Russel Merz, The four domains of sports marketing, Sport Marketing Quarterly, 2008, vol.17

18 Level of sport integration : Domains of sports marketing - Traditional integration - Sponsorship integration : - Traditional sponsorship - Venue naming right - Endorsements - Licensing

19 Tabie 2. rtie Basic Principles of Sports MarHetIng Nature of Sports Marketing Focus Marketing of Sports Marketing through Sports Synthesis Products Sports Products Spectator Sports Participation Sports Sporting Goods, Apparel, Athletic Shoes, and Sport-Related Products Non-Sports Products Level of Integration Traditional Target Market Selection Marketing Mix Decisions Sponsorship-Based Traditional Venue Naming Rights Endorsements Licensing G. Russel Merz, The four domains of sports marketing, Sport Marketing Quarterly, 2008, vol.17

20 The 4 domains of sports marketing environment Theme-based strategies Product-based strategies Alignment-based strategies Sports-based strategies

21 Figure 1. The Four Domains of Sports MarHeting Basic principles of sports marketing MaieUng Ttrough Sports- Marteffng of Sports Marketing Dimensions Traditional Use 777eme- Sased Product- Based ibssgigflblii) U 1 Sponsorship Based Alignment- Based Sports- Based Sports Marketing Domains Strategic distinctions in sports marketing practices. Non-Sports Related Sports Related G. Russel Merz, The four domains of sports marketing, Sport Marketing Quarterly, 2008, vol.17

22 Theme-based strategy Incorporate a sports theme into the marketing program for nonsports products Example : a company that advertises in a sport magazine or during a TV broadcast of a sport event This domain represents the lowest level of integration of sport

23 Product-based strategy Marketers has no official relationship with the sports entity being used in its marketing efforts. Example : a sporting goods retailer who chooses to give away free caps at a baseball game in an effort to create awareness of its brand. The staregy is the result of the retailer providing compensation for the right to distribute the caps and not on the basis of an official sponsorship

24 Alignment-based strategy Many marketers of nonsports products officially align themselves with sport properties via one or more of the fours forms of sponsoring previously described. This strategy reflects a higher level of integration of sport within the sports marketing environment. A common strategy involves a sponsor who use an association with sports to market non sports products.

25 Aligment-based strategies : traditional

26 Aligment-based strategies : venue naming rights

27 Aligment-based strategies : endorsement

28 Aligment-based strategies : licensing

29 Sport-based strategies : venue naming rights

30 Sport-based strategies : endorsement

31 Sport-based strategies : licensing

SECTION I. Foundations of Sport Marketing

SECTION I. Foundations of Sport Marketing 1 The Four Domains of Sports Marketing: A Conceptual Framework Sam Fullerton and G. Russell Merz Introduction to Sports Marketing The concept of sports marketing