INDIVIDUAL ASSIGNMENT

SPORT MARKETING MANAGEMENT

(SRB455)

LECTURER : ENCIK MOHAMAD ALI KIMIK

FACULTY OF SPORT SCIENCE AND RECREATION

UNIVERSITI TEKNOLOGI MARA

40450 SHAH ALAM, SELANGOR

MALAYSIA

PREPARED BY :

NAME MOHAMAD HASRIZAL BIN RAZALI

CLASS SR2414M1

TOPIC MARKETING ANALYSIS

 TABLE OF CONTENT

NO. CONTENT PAGE

1 INTRODUCTION 1

2 POINT 1 1

3 POINT 2 2

4 POINT 3 2

5 CONCLUSION 3

6 REFERENCE 4

7 APPENDIX 5
1.0 Introduction

The foundation and medium for ‘Sport Marketing’ flashing the essential knowledge for the person
who in charge of promoting the sport material or product to the public or more precise to the
consumer. To make sure the product suit with the consumer needs and wants, a strategic framework
of plan must be made from the start. Sport product is consist of goods or service or combination both
of the two that provide benefits and satisfaction for the sport spectator, fans participant, consumer and
sponsor. Meanwhile, sport product which is provided by the sporting organisations can be divided
into two, which is core product and product extensions. Core product which is an initial game,
sporting event or competition. Meanwhile product extensions are all goods or service which relate to
the core product such as merchandising, hospitality or information services. Core product put all the
characteristicof a service such as intangibility, inseparability of production and consumption,
heterogeneity and perishability while product extensions mainly goods and services.

2.0 Marketing Strategy

2.1 Know the consumer engagement
Fans engagement with the sport, club, team or individual provide advantages to the
product that related with it. As it engagement with the product brand characteristic that’s
move people to continuously and actively consume the products and services available.
For example, clubs leverage high level of engagement of fans gain continuously
development despite facing the sluggish economic growth that mainly effect the
consumer financial direct and indirectly. Thus, engaged fans will actively seek
opportunity and chances to attend to the clubs specially arranged event and buy products
of their beloved sport respectively. The connection between fans engagement and
purchasing behaviour may be explained by the customer engagement theory. The theory
explains that consumers when considering a purchase of a product or subscribing to a
certain idea, will conduct a cognitive and affective evaluation of products, service and
ideas that align with their personal value and preference. In short, to make sure the
products and services receive acceptance from the consumer, try to produce something
that related with their liking and obsession such as jersey of club (football etc.) or famous
athletes. So, sport product provider or manufacturer need to take initiative such as make a
collaboration with the certain club or athletes to make a legal product (goods) by using
the club branding or athletes influences.

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2.2 Alert with the market demand
In business, there is rules in producing a product which is supply exist after the demand.
The manufacturer or company who produce sport product (goods and service) must know
what is currently hyped by consumer in the market. To be clear, let’s put the current trend
as example such as cycling. Although activity like cycling has long ago being a common
activity (in Malaysia), somehow in 4 th quarter 2020 this activity has become craze among
Malaysian. For those who has better financial will tend to spend on high quality
equipment that can reach up to 6 digits of Malaysia Ringgit (RM). Point of view of a
sport product producer and supplier this was a big opportunity to produce the product
related to current sport that hyped among the consumer. Goods that will be hot item based
on that time is must be the bicycle itself. The bicycle can be categorised with three
different selection like cheap or affordable, ‘Mid-range’ which consist a better quality but
still in affordable price and ‘Premium’ that comes from famous brands and offer the best
quality and experience but pricey. Equipment like cycling helmet, cycling tight and shirt,
glove etc. Bicycle spare-part will be one of the highest demand from the consumer.
Meanwhile, for the services the sport business can offer coaching service for the
consumer who just starting cycling as their new hobby.

2.3 Pricing
After knowing who the target consumer and product that demanded by the consumer the
next and most crucial step is to put the suitable price. As refer to the point 2.2 above,
there is three types of product available which is low, mid-range and premium/luxurious.
Pricing is very important to attract consumer on the product. Mostly it will affect on
people who will put their eyes on item that in low and mid-range list because most of the
luxurious or premium item mostly have their own fans that can be consider as ‘Super
Rich’. They did not have any problem with the price or anything because they have the
power to spend more on their wants. But for the people who has tight budget on their
wants or hobby tend to find the most affordable or willing spend a bit off budget as long
as the product quality can be near as good as the premium product. Low and mid-range
type of consumer is the most for each products compared to the premium consumer that
in number but spend the most beyond the other two categories. Focus on pricing decision
must be at the low and mid-range category in term to expose them with the brand and
built trust among the customer/consumer with the compony/brand. Throughout this, it
eventually will provide the brand some sort of free marketing when the consumer suggest

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 the product or brand to their friends and relatives about the brand’s quality is worth the
value.

3.0 Conclusion

In order to create a successful business product and brand, put consumer as the top priority. As the
person who do the marketing for sport product must know what the consumer needs and wants related
to sport product inside out so the company can create a products or services that suit with the
consumer taste. Take notes on what consumer engagement in sport so the product that may product
can be relevant in long term without having any trouble reaching the consumer. Also, use any
opportunity available with the current situation or event that happened in that certain place in term
only specific product that has the high demand on market can be produce massively without putting
extra effort producing something that not related to the market. Lastly, put into consideration before
finalising the price for each product each consumer has the different power to buy. The price must be
consumer friendly to attract them to buy the product and in the same time provide profit to the
company.

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References
Lowe, E. (n.d.). Edward Lowe Foundation. Retrieved from “How to Identify a Target Market and
Prepare a Customer Profile”: https://edwardlowe.org/how-to-identify-a-target-market-and-
prepare-a-customer-profile/

Lumen. (n.d.). Lumen Learning. Retrieved from Boundless Marketing:

https://courses.lumenlearning.com/boundless-marketing/chapter/introduction-to-marketing/

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Appendixes :