*** You will reply to 2 classmates’ threads. At least 1 paragraph in length. They must be on the same page but LABLED WHO’s is WHOSE. The first paragraph should be labeled (Calvin Correa) and the other one should be labeled (Devin Lintao)******
In response to your classmates, critique their choice of segments and ticket plans. What suggestions would you make for their selections?
Calvin Correa
I thought for this discussion I’d speak about a sports organization that I feel desperately needs some diversity, and that is the National Hockey League. Hockey is notorious in Canada and currently there is approximately 42.8% of Canadian players in the NHL (Szporer, 2020). The next highest is American born players at 25.7%, and the rest consists of players from Sweden, Finland, Russia, and the Czech Republic. It is long passed time the organization look to broaden its fanbase and become more inclusive of all types of players. The NHL claims to be “for everyone” but amidst recent social crisis’ regarding police brutality against people of color that even saw several sports and their teams cancel games, Hockey continued as if nothing were occurring. These types of decisions rub people the wrong way, and if they wish to be seen in a positive light they must put forth effort in order to draw a bigger group of viewers and fans. To put things into perspective a little more, over 77% of Hockey fans are White (Doyle, 2020). In fact, as of 2020, there were only 5% of the African American population that claimed to be fans of Hockey (Gough, 2020). It is for the above reasons that I believe the National Hockey League should focus on Demographic, Psychographic, and Geographic Market Segmentations.
My reasoning for this is as follows:
– Demographic: The National Hockey League must take into account things such as age, gender, family income, and location into the markets they are reaching, With this type of information the organization would be well prepared to make strategic marketing decisions in regards to the individuals their product reaches. In addition they can adjust based on new information in the future and implement social events to draw in more fans
– Psychographic: I chose this segmentation because I believe by knowing your audience, you put yourself and your organization at a significant advantage. However, in this case the NHL should aim to reach NEW audiences. Places like Europe where Rugby is popular is an example of how there are legitimate markets the organization should be targeting. In addition, right here in American the NHL should be working to become more knowledgeable on the importance of social justice among minority communities and make it known they support equality. The caveat here would be people like to see rather than hear. Actions do indeed speak louder than words so the organization should be hosting or creating events to emphasize the importance of social change should they wish to gain more fans and overall a greater reputation. They should take note of the values, attitudes, interests, and priorities of people of color.
– Geographic: Since the organization is predominantly Canadian, the NHL must look to make their presence felt in countries outside of North America. An above mentioned named country was Europe, a few others include Ireland, Netherlands, Germany, and Greece. All countries that could help the NHL continue to diversify their roster and grow in the eyes of their fanbases.
Ticket plans for all segmentations should send information to the organization about the purchaser, their location, ethnicity, political affiliation, salary, and number in their household. All information would remain confidential. There should be discounted tickets for kids, and they should make it known that they offer rewards for every few games a fan attends.
*** You will reply to 2 classmates’ threads. At least 1 paragraph in length. They must be on the same page but LABLED WHO’s is WHOSE. The first paragraph should be labeled (Calvin Correa) and the other one should be labeled (Devin Lintao)******
In response to your classmates, critique their choice of segments and ticket plans. What suggestions would you make for their selections?
Devin Lintao
Market segmentation and targeting give a clear idea that how the market will react to the product and organization. The market can be divided into the geographical segment, demographic segment, Firmographic Segmentation, Behavioral Segmentation, and Psychographic Segmentation and conduct market research, and then decide how to segment the market, once this done then design the study, and then create the customer segment and finally test the targeted market. in most sports, demographic segmentation sorts a market by demographic elements such as age, education, income, family size, race, gender, occupation, nationality, etc. this segmentation is used for sports organizations because of the product and services, people buy, how people use those products, and services, and how much they are willing to pay, is based on the demographic factors (Camilleri, 2017). Another segment that plays an important role in the deciding behavior of the consumer is psychological behavior as it divides the market into a lifestyle, personality traits, values, opinions, and interests of consumers (Camilleri, 2017). Large markets like the fitness market use psychographic segmentation to sort their consumers into categories of people who care about healthy living and exercise. If we look for the developing market of soccer the popularity of Major League Soccer is growing rapidly and demographic research suggests that 38% o the American men and 26% of females were interested in the Major Soccer League (Camilleri, 2017). If we breakdown the age group it is 16 to 24 years olds are interested followed by 25 to 34 years and research showed in the financial segment medium and high-income households reported to be more interested in the soccer league (Camilleri, 2017).
These statistical data showed that Major soccer league can focus on the market segment belonging to females as the female soccer team is doing excellent in the international circuit and another segment that can be focused on is a man belonging to 35 to 45 age group of European origin. In Europe, soccer is the most popular game followed by any other game and maximum fan following belongs to soccer. The advantage of targeting the upper age group of 35 to 45 is that they can enjoy the game with their children and wife giving more popularity between their female and child so they both target can be met (Hunt & Arnett, 2004). American with 35 to 45 age group has good income and disposable income that they can spend on merchandise and attending the games but cannot be limited to the certain income group as people from European origin and South American origin are highly interested to watch soccer as their favorite game and can spend money on the time (Hunt & Arnett, 2004).
When looking to plan the ticketing we have to target the demographics, offering a discount to the families and to groups for bulk purchasing of tickets and sale of the ticket can be targeted in the area where most of the European community’s or South American communities residing (Hunt & Arnett, 2004). The tickets can be made more lucrative by adding beverages and food at discounted rates to attract more people to the stadium to the people who are buying tickets well before or in groups. This sale practice will also bring females to the stadium and we can achieve our goal of inclusion of females as a fan following independently and children will have a clear attraction towards soccer (Hunt & Arnett, 2004).
This market segment can support the soccer league as they already have some inclination towards soccer and by offering group ticketing with concessional food they will love to go and watch the matches in the stadium (Silva & Casas, 2017).
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