Segmenting the British Sports market Essay Example for Free

Segmenting the British Sports market EssayIntroduction Sport England is the governing agency responsible for building the foundations of magnetic variationing success, by creating a world-leading confederacy summercater environment of clubs, coaches, facilities and volunteers. They deprivation to create a vibrant sporting culture functional in referencenership with home(a) governing bodies, national partners, the HE/FE sector, local government, county sport partnerships and community organizations. Their focus is around three outcomes ripening and sustaining the numbers of peck taking part in sport and improving genius development to helper more stack excel. Five targets which will see us deliver these outcomes 1. Grow More throng taking part in more sport More children and young people taking part in five hours of PE and sport a week These targets account for 15% of the redactment. 2. Sustain More people satisfied with their sporting experience 25% fewer 16-18 amicable class olds dropping out of at to the lowest degree nine sports badminton. basketball, football, hockey, gymnastics, netball, rugby league, rugby union tennis These targets account for 60% of the investment. 3. Excel Improved talent development in at least 25 sports This target accounts for 25% of the investment.4. What does our work involve? We invest expertness, resources and both government and Lottery money into community sport. ?480 million is invested directly through with(predicate) 46 national governing bodies of sport. And there are five open funding streams other organizations can apply to. We hold in a statutory role in protecting playing fields and must be consulted if community playing fields are threatened by potential developments. We provide a wealth of expertise and advice on range of sports subjects including planning, facilities, coaching, and volunteering and sports development.And we act as advocates for community sport bringing together a capacio us range of partners from local and national government, the commercial sector, higher and further education and the third sector to unsex the near of their investment in sport. 5. Who do we work with? To succeed, we have to work closely with a coarse range of organizations, including Our sporting landscape partners Youth Sport Trust and UK Sport National governing bodies of sport National partners topical anaesthetic authorities County sports partnerships Higher and further education The third sector The commercial sector.capital of the United Kingdom Organizing Committee of the Olympic Games and the Olympic Delivery Authority. Questions 1. Using the full spectrum of division variables, describe how Sport England has segment the sports market? In order to understand the British peoples attitudes and motivations about sports, Sport England has real 19 sporting segments all around the United Kingdom to target its customers in the sports market. In the sectionalization proces s Sport England worked closely with Experian Business Strategies consulting group and analyzed data of the English people olden 18 and older.Each of the 19 segment profiles contains information about how sporty they are, the activities they enjoy, possible barriers and motivations and guidance in how to effectively market sport to each profile. The segmentation was based on Demographic and Geographic variables. This segmentation process allowed them to understand the top sports that people want to involve themselves in and helped them to identify the characteristics of their target groups for projects and initiatives.An illustration of their successful market segmentation policy is South Gloucestershire vacuouss reopening of a refurbished leisure snapper in the year 2007. With the help of their market segmentation data and knowledge on how to market to its customers by identifying which activities people are more interested in. 1. Sport England created a segment profile which id entified the largest segments in spite of appearance a 1-, 3-, 5-, 7- and 10- mile straight line buffer of the leisure center. 2.The largest segments were then mapped to show the geographic reparation of these segments which allowed them to localize the market and focus on specific things like information on livelinessstyles of customers in the Gloucestershire region, the worthy community needs of the region. 3. They identified the dominant segment in each postal code and consequently produced marketing material targeting at those segments. 4. They identified the areas where the population of children were more and targeted it with the right marketing techniques.Segment do Forename Population Male Female In Million Competitive Male Urbanites A01 Ben 6. 4 13. 3 0 2,521 Sports Team Drinkers A02 Jamie 5. 4 11. 1 0 2,127 Fitness Class Friends A03 Chloe 6. 9 0 13. 4 2,717 Supportive Singles A04 Leanne 4. 7 0 9. 1 1,851 Career concentrate Females B05 capital of Montana 5 0 9. 7 1, 969 Settling Down Males B06 Tim 9. 4 19. 3 0 3,702 Stay at Home Mums B07 Alison 4. 6 0 8. 9 1,812 Middle England Mums B08 Jackie 4 0 7. 7 1,575 Pub League Team brace B09 Key 5. 8 12 0 2,284Stretched Single Mums B10 Paula 3. 8 0 7. 4 1,497 Comfortable Mid-Life Males C11 Philip 7. 8 16 0 3,072 Empty Nest Career Ladies C12 Elaine 5. 3 0 10. 2 2,087 Early seclusion Couples C13 Roger Joy 6. 2 6. 2 6. 3 2,442 Older Working Women C14 Brenda 4 0 7. 6 1,575 Local Old Boys C15 Terry 3. 4 7 0 1,339 Later Life Ladies C16 Norma 2 0 3. 6 788 Comfortable Retired Couples D17 Ralph Phyllis 3. 7 5 2. 4 1,457 Twilight Year Gents D18 Frank 3. 5 7. 1 0 1,378 Retirement Home Singles D19 Elise Arnold 8.3 2. 5 13. 8 3,269 A 18 24 year olds B 25 45 years C 46 65 years D 65 + 1. 2. Choose a segment and describe a campaign that could be used to encourage people in that segment to participate in one of the named sports related to their segment. I chose Segment 5 Helena career focused females. Chara cteristics Mainly aged 26-45 Single Full time professional Enjoy life in the fast lane As there are all career focused women in this segment, they are busy with their office work during the week and have a busy schedule.The working women in addition suffer from physical and mental fatigue. . Helena likes to keep in shape. After a long working day women in this segment might decide to catch a class or a long workout on the machines In this segment the participants in the cycling sport (11%) are little compared to swimming (22%) and keep fit gym (26%). Sport England could encourage more participants in the Cycling sport by organizing cycling rallies and events on the spends. This could also help out in giving a social message to the community regarding fixth and environment. 3.Describe the role that Sport England plays in targeting a segment. South Gloucestershire Leisure center is an example of the role played by Sport England. The company is encouraging more and more people to p articipate in sports. Their web tool methods and using the media and communication platforms is being one of the most successful ways to target a segment. Sport England also carries out its target segmentation through various mediums like Internet, mobile phones, newspapers and magazines. These mediums are used by large audience and therefore the crop information reaches them easily.4. Choose a sport not listed and select appropriate segments that might participate in it. Explain why the sport might appeal to people in these segments. Sport Yoga Segments Helena- Career Focused Females Jackie-Middle England Mums Paula- Stretched Single Mums Brenda-Older Working Women It has been proved over the recent years that Yoga is one of the most successful exert sports and helps in keeping fit and relaxing the mind. As Yoga is mostly a female oriented sport, it could be used to target the ladies in the above segments.There can be daily or weekend yoga sessions arranged for the segments accor ding to their availability. As for the career focused ladies this would be the best form of exercise as it would relax them both mentally and physically. It is one kind of exercise which would appeal to all the age groups of women and trigger off them to participate in it. 5. Briefly outline a marketing campaign for your chosen sport. 1. We will demoralise a marketing campaign that focuses on the benefits of Yoga Yoga can help cure insomnia, as its perpetual yoga expend leads to better and deeper sleep.Yoga can help fight fatigue and maintain your energy throughout the day. A regular yoga practice helps boost antioxidants throughout your body, resulting in a stronger immune system and improved ability to heal quickly from disease or injury. Yoga can help you lose weight and maintain a rosy weight throughout your life. Power yoga is an excellent form of cardio conditioning, which strengthens core muscles while it keeps blood and oxygen spread throughout your body. 2. We will us e the appropriate marketing tools to reach our target customers and deliver the necessary message.