Behavioral Segmentation Importance of occasion segmentation Some products or services are seen as being appropriate for a particular situation or occasion. Meaning, that the customer is looking for specific products on specific times or occasions. Occasion segmentation classifies the customers into time bound needs based on some certain important event in a persons life.
Sports fans[ edit ] Like all business sectors, sports businesses also rely on market segmentation to effectively market themselves. By doing so, the players and athletes and also their fans develop a loyalty for the products for a longer time.
For example, in many countries cricket and football are extremely popular while in the United States American football, baseball, and basketball are most favored  while college sports are also preferred. There are seven product attributes that differentiate mainstream sports from non-mainstream sports: Accessibility, affordability, and similarity are strongly related to niche sports while popularity, player skill as well as accessibility are strongly related to mainstream sports.
Affordability also is a distinguishing factor among fans, as less-identified fans place greater importance on price. This is also seen in media as nationally televised sporting events often promote specific players leading up to games.
Fans also hold different expectations of different sport types and levels of sports, which is essential for sport marketers to understand. For example, fans attending a minor league baseball game will compare their experience to previous games attended at minor league baseball games, or even other minor league sports if they have little experience with minor league baseball.
They will not, however, compare a minor league baseball experience to an NFL game as they understand the two experiences will be very different. Companies who sponsor niche sports place the most importance on attributes including cost effectiveness, spectator demographics, and the company fit with the sports image.
Also, with niche sports shown to attract a different type of consumer,  these companies desire to increase their public awareness within a specific target market. The benefits of sports marketing are wide-ranging. Stakeholders involved in sports include leagues, teams, athletes, and fans as well as cities and countries hosting sporting events.
The media and businesses who promote their products and services through sports also receive benefits. Direct benefits to leagues, teams, and athletes include revenue from tickets, media rights, and sponsorships.
Cities and countries also receive revenue from taxes, and all of the stakeholders gain from the exposure provided through sports. Outmoded inflexible contracts can leave little budget for the all-important activation, and with fans choosing rival unofficial channels for gossip and insider information, the rewards can be hard won.
New and accessible ways to view sports, from mobile to social to VR, means there is less incentive for fans to attend events in person, while more expectation is placed on sports stars to pull off an authentic natural voice for their brands.
In other words it can be defined as follows: Mostly this kind of strategy is used as a way to promote, display or exhibit different things, such as a sports team, a sport association among others. They are not title but technical sponsors, but these runs are popular and are not to be missed events for these brands, which create specific advertising campaigns to one of the few competitions that brings together professionals and amateurs under the same chrono.Jun 12, · By positioning a brand strongly and carving out a niche for itself in the targeted markets, companies can use market segmentation and targeting to Author: Richa.
Segmentation, targeting and positioning of Nike Woman Air Max Segmentation: Nowadays, when carrying out business plan or business activities, almost companies do segmentation for products before those products launch out market.
Jun 12, · By positioning a brand strongly and carving out a niche for itself in the targeted markets, companies can use market segmentation and targeting to their competitive advantage and future ashio-midori.com: Richa. Marketing Week is a leading UK magazine for marketing jobs, marketing news, opinion and information.
Covering advertising, media, pr, online marketing & branding across all industries. Nike, Inc.
is a marketer of sports apparel and athletic shoes. The American manufacturer, through its marketing strategy which rests on a favorable brand image, has evolved into a large. Segmentation, targeting, positioning in the Marketing strategy of Nike – Nike uses psychographic segmentation variables to make its offerings more attractive to the target customers.
It uses separate campaign or strategy to cap the market potential of the different segments.