FACULTY OF SPORTS SCIENCE AND RECREATION

UITM SHAH ALAM

SR2414N - BACHELOR OF SPORT MANAGEMENT (HONS.)

SRB549 - SPORTS MARKETING

TITLE: INDIVIDUAL/GROUP ASSIGNMENT

TOPIC: PRODUCT AND PROMOTION

NO PREPARED BY: STUDENT ID:

1. SOFIA EIZZATUL EILLYANA BINTI ZAMBAHARI 2021888964

2. NURUL SHAFIQAH BINTI KAMARULANUAR 2021888972

DATE OF SUBMISSION:

29th JUNE 2022

PREPARED FOR:

SIR MOHAMMAD ALI BIN KIMIK

 PRODUCT AND PROMOTION 2

TABLE OF CONTENT

1.0 INTRODUCTION………………………………………………………………………...3-4

2.0 CONTENT OF ASSIGNMENT

2.1 DETAILS OF EACH PRODUCT AND SERVICES……………………………..5-9

2.1.1 Gatorade (Product)

2.1.2 Yoga Mat (Product)

2.1.3 Gryphon Mouth Guard (Product)

2.1.4 Sports Acupuncture (Services)

2.1.5 Sports Massage (Services)

2.2 TARGET AUDIENCE……………...………………………………………..10-11

2.3 PROMOTION MIX ELEMENT………………………………………………...11

3.0 REFERENCES…………………………………………………………………………….12
 PRODUCT AND PROMOTION 3

1.0 INTRODUCTION

The promotional mix definition is the amalgamation of modes of marketing that

organizations use to attain their goals and objectives. The promotional mix is a subset of the
marketing mix. The marketing mix defines the combination of tools that a business entity uses to
market its commodities and services to its target market.The promotion mix is important because
it enhances the impact of promotional campaigns and helps determine the target audience, hence
communicating and channeling efforts in that direction. The objectives of the promotional mix
are to heighten demand for its commodities, create a difference in the product or service, and
create market awareness regarding the product or service. These four elements contain
advertising, public relations, personal selling and sales promotion. They serve as instruments for
reaching the intended audience and achieving sales targets and financial success for the firm.

1.1 Advertising

Advertising is any paid form of media communication and advertising is a nonpersonal

promotional activity because the seller has no direct contact with the potential customer during
the communication process. Advertising is the process through which businesses and
organizations communicate with the public by raising awareness of the goods and services they
offer. It involves paying another organization to spread awareness of the product or service on
behalf of the firm that manufactures the commodity by providing information about it.

The purpose of advertising in the promotion mix is to inform the general public about
the advantages of the good or service, how to utilize it, and its reliability. Advertising can be
print ads in magazines, trade journals and newspapers, radio and TV announcements, Web-based
visibility-building, billboards, radio, email, banners, and social media sites (like Facebook and
Instagram).
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1.2 Personal selling

Personal selling can be defined as Face-to-face communication between buyer and seller.
Personal selling brings humanness to selling. Sales representatives do what advertisements do:
inform, persuade or remind. But they do it in person and can thus give your company a distinct
personality. The biggest factor in determining whether personal selling should become part of
your mix is whether staffing a proactive sales force applies to your business model. Personal
selling is most often used by companies that sell expensive, technical or highly specialized
products.

1.3 Sales promotion

Sales promotions are strategies established for a short timespan to entice customers to buy
goods at that time. By offering deals or discounts, businesses employ this promotional tactic to
entice customers. For instance, a company might decide to set up promotions on its goods for a
month. A third item is given away to any consumer who buys two of the same item. An
illustration of a sales promotion is this. Sales promotion targets intermediaries, such as
wholesalers, distributors and retailers. You can use promotional and merchandising allowances,
price deals, sales contests and trade shows to persuade the trade to stock and promote their
company's products.

1.4 Public relations

Public relations builds goodwill toward your business by raising your company's profile in
the public eye. Public relations refers to how a business projects its brand to the general public. It
demonstrates how people respond to the business and how it engages with its clients and the
wider public. Through communication and social media channels, businesses typically project a
positive brand image to the public by publishing positive material about the causes and volunteer
activities they support. You can generate publicity through press releases, special events,
sponsorships, newsletters and community activities. For instance, a business might inform the
public while donating food and clothing to homeless families or children's homes. This action
aims to provide the company a positive public image. Publicity is free advertising
 PRODUCT AND PROMOTION 5

2.0 CONTENT

2.1 DETAILS OF EACH PRODUCT & SERVICES

2.1.1 GATORADE (Product)

Gatorade Sport Drinks

Gatorade is an American brand of sports-themed beverage and food products, built around its
signature line of sports drinks. Gatorade is currently manufactured by PepsiCo and is distributed
in over 80 countries. The beverage was first developed in 1965 by a team of researchers led by
Dr. Robert Cade.

i) Product ingredients

Gatorade Thirst Quencher contains water, sucrose (table sugar), dextrose, citric acid,
natural flavor, sodium chloride (table salt), sodium citrate, monopotassium phosphate,
and flavoring/coloring ingredients. Some Gatorade flavor variations used to contain
brominated vegetable oil as a stabilizer.

ii) Benefits to consumer

Electrolytes and carbohydrates help athletes refuel and rehydrate. This is what makes
these sports drinks popular. Electrolytes help regulate the body's fluid balance while the
carbs provide energy. Gatorade claims their product hydrates better than water because
of these additional ingredients.
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2.1.2 YOGA MAT (Product)

Yoga Mat from Reebok

This Reebok 4mm yoga mat is ideal for yoga and Pilates. The Reebok 4 mm Yoga Mats strikes a
middle-ground between comfort and stability. With a grippy non-slip texture, the mat increases
traction during your poses for stronger, more effective workouts. Available in varied colorways;
the lightweight mats are easily rolled with a carrying string for transport. 4 mm thick -
combining comfort with stability Carry string included Rollable for transport Textured surface
aids grip Reebok Yoga Mat 4mm.

i) Product make for

Made for yoga and training .A yoga mat has a better surface structure than a fitness
mat. With yoga, you often have to hold certain postures and for that you need more grip
on the mat. So the mat has a rougher structure. Because you usually sweat a little more
with fitness, a fitness mat is smoother, making it easy to clean

ii) Benefits to consumer

Breathe. Focus. Work. This yoga mat features a grippy surface to help you maintain
your balance and concentrate on your poses.Yoga Mat helps practitioners to keep their
hold strong on the surface due to its anti-slipping nature. It also provides a sort of
insulation between the human body and the ground. This prevents any loss of heat,
charge or energy from the body to the ground and thereby provides a
thermal-insulation.
 PRODUCT AND PROMOTION 7

2.1.3 GRYPHON MOUTH GUARD (Product)

Mouth Guard from Gryphon

Gryphon are the best product for hockey field athletes to choose since the quality of the product
is different between the others. Today, mouthguards are commonly used by hockey players of all
ages and skill levels. Often they are a required piece of equipment, but when they are not most
players still wear one. 90% of National Hockey League (NHL) players, for example, choose to
use mouthguards even though the NHL doesn't mandate them.

i) Product designed

A well-designed mouthguard that is a crucial part of your hockey kit! Sculptured to fit
snugly and allow you to still talk and get the important messages out when on the field.
It has a dual density gel to reduce the shock of any knock, from a ball or stick to an
elbow or bump from the opposition. Remember to always protect your smile, and this is
the best way to do it.

ii) Benefits to consumer

They can reduce the severity of the damage from a head injury up to 30% and that's
why they've been made mandatory in minor hockey. Mouth guards are not about mouth
protection, they are about concussion prevention. Crucial part of your hockey kit the
mouthguard is sculptured to fit snugly. It has a dual density gel to reduce the shock of
any knocks.
 PRODUCT AND PROMOTION 8

2.1.4 SPORTS ACUPUNCTURE (Services)

Sport Acupuncture from OPSC services

OPSC locations in New York City in 2017 with the goal to provide the highest level of care
through clinical excellence and superior customer service. They both have been successfully
treating patients for nearly a decade before, specializing in orthopedic rehabilitation and sports
injuries. Their new practice is now a destination for the likes of high school, collegiate, and
professional athletes as well as active individuals, industry leaders and celebrities.

i) Services make for

Short-term pain and recovery from dysfunction and has been used as a useful,
noninvasive, and conservative modality for managing sports injuries such as lateral
meniscus rupture, femoral acetabular impingement, ganglion cysts, and sports hernia.
Sports Acupuncture blends Traditional Chinese Medicine with Western Medicine
science and sports injury assessment. Using orthopedic assessment tools, your sports
acupuncturist can determine muscle imbalances, soft tissue restrictions and areas of
pain

ii) Benefits to consumer

They will experience the benefits of enhanced athletic performance, fewer injuries,
restored flexibility and range of motion, and faster recovery from injury. The sessions
are also equally effective and therapeutic for chronic pain, rehabilitation from surgery,
recovery from injury, stress relief, inflammation, improve blood circulation, reduce
anxiety, and relieve tight muscles
 PRODUCT AND PROMOTION 9

2.1.5 SPORTS MASSAGE (Services)

Sport Massage from Verywell Health services

Verywell is a website providing health and wellness information by health professionals. It was
launched on 26 April 2016 as a media property of About.com (now Dotdash Meredith) and its
first standalone brand. Its content is created by 120 health experts and reviewed by
board-certified physicians.

i) Services make for

Sports massage is made for elite athletes to recreational exercisers, it is a popular

choice and can be used pre-performance, post-performance, during training, or for
rehabilitation. Many different movements and techniques are used in sports massage.
Examples of these techniques include; Swedish style massage, effleurage (stroking),
petrissage (kneading), compression, friction, tapotement (rhythmic striking), vibration,
gliding, stretching, percussion, and trigger points. These movements and techniques are
used to try to help the athlete's body achieve maximum performance and physical
conditioning with a decreased chance of injury or pain and a quicker recovery.

ii) Benefits to consumer

Many benefits from sports massage have been reported based on experience and
observation for consumers. Some are beneficial to the mind (psychological) and some
to the body (physiological). It can increase Increased joint range of motion (ROM),
flexibility, sense of well-being , and it can also decreased muscle tension, neurological
excitability (nerves more relaxed), muscle spasms and make better sleep
PRODUCT AND PROMOTION 10

2.2 TARGET AUDIENCE

2.2.1 Gatorade drink

● Athletes and teenagers are the target market profile groups that they concentrate
on.In addition, Gatorade has a line for adults called G Series Pro that concentrates
more on professional athletes, marathon runners, and personal trainers. Specialty
sports shops sell this series.
● The majority of athletes consider Gatorade to be a necessity. It serves as the
National Basketball Association's and Major League Baseball's official sports
beverage.

2.2.2 Yoga Mat

● People who are new to yoga

● People who yoga mats for other types of exercise
● People for whom a yoga mat is a fashion statement

2.2.3 Gryphon Mouth guards

● one of the most important products, and its popularity among players of contact
and non-contact sports has grown quickly.
● employed as a means of injury prevention in contact sports like hockey.

2.2.4 Sport Acupuncture

● This begins with describing the advantages acupuncture has over more
conventional methods for treating various health issues, such as discomfort in the
muscles, joints, and bones.

2.2.5 Sport Massage

● People who work in high-stress occupations, such as CEOs, business executives,

lawyers, or owners of both large and small businesses, frequently need massage
therapy to cope with the negative effects of stress.
PRODUCT AND PROMOTION 11

● Frequently used by athletes to treat injuries, pain, and for general muscular
relaxation and strengthening.

2.3 PROMOTION MIX ELEMENT

Gatorade (Sales Promotion)

● Utilize trade exhibitions, price reductions, sales competitions, and promotional

and merchandising allowances to convince the trade to stock and advertise their
business's products.
● Sports websites like NBA.com, Sports Zone, and the official website
Gatorade.com all feature online ads for Gatorade products.

Yoga mat (Public Relations)

● When someone with authority or influence notices you, your brand's reputation
among the general public is enhanced.
● For illustration, suppose the mayor was pleased with your beach cleanup and its
beneficial effects on the neighborhood. He then reports it to the local media.

Gryphon mouth Guard (Advertising)

● Kiosks outside of athletic events, presentations on concussions and awareness,

Sponsor child hockey teams via social media.So that they would be able to simply
find items on social media

Sport Acupuncture and Sport Massage ( Advertising & Promotion)

● Create social media accounts for your massage business to grow your online
audience in a very approachable way.
● You may show your brand personality while interacting directly with potential
patients on platforms like Instagram and Facebook.
● It's crucial to publish well-considered, original material and interact with your
online community through messaging, contests, and promotions.
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3.0 REFERENCES

Website:
1) After Class. (2020) .Massage Marketing: Strategies to Stand out from
https://classpass.com/afterclass/massage-marketing-6-strategies-to-stand-out/
2) Dotdash Media, Inc. (2022) All rights reserved, The Benefits of Sports Massage,
https://www.verywellhealth.com/sports-massage-what-are-the-benefits-1337670
3) Gryphon. (2020). Dual Density Gel Mouthguard, Company Information taken from
https://www.gryphonhockey-sa.com/mouthguards
4) Hitesh Bhasin (2019) Marketing mix for Gatorade from
https://www.marketing91.com/marketing-mix-of-gatorade/
5) Nancy Wagner. (2019) . Marketing Plan for an Acupuncture Clinic from
https://yourbusiness.azcentral.com/marketing-plans-acupuncture-clinic-9294.html
6) On Point Sports Care. (2022). Sports Acupuncture On Point Sports Care taken
https://www.onpointsportscare.com/services/sports-acupuncture/
7) Reebok. . (2019) Yoga Mat - 4mm - Green, Product Information taken from
https://www.reebok.com/us/yoga-mat---4mm----green/CK7765.html
8) Staff Writer. (2020) .What is the target market profile of Gatorade from
https://www.reference.com/business-finance/target-market-profile-gatorade-8303718d
822b6fb9
9) Stokely-Van Camp, Inc. (2022) All Rights Reserved, Gatorade Thirst Quencher from
https://www.gatorade.com/fuel/hydration/gatorade-thirst-quencher/bottle/fruit-punch
10) Swag Tail. (2018). Marketing Strategy Basic for Yoga Teachers from
https://swagtail.com/marketing-strategy-basics