案例分析-sport-england

1、Sport England: Segmenting the British Sports Market Synopsis: Sport England is the brand name for the English Sports Council. Its role is to build the foundations of a community sport system by working with national g

2、overning bodies of sport, and other funded partners, to grow the number of people doing sport; sustain participation levels. Sport England has developed 19 sporting segments to help understand British peoples? attitudes

3、 and motivations about sports. By far, the segmentation model has achieved great victories. Q1. Using the full spectrum of segmentation variables, describe how Sport England has segmented the sports market? To help us

4、understand more about sports participation, Sport England has developed 19 different “sporting segments”, a series of profiles that allow sports organizations to understand the relationships that individuals have with s

5、port. The 19 market segmentation profiles are divided into 4 super groups based on age: Super group A: 18-24 year old age group Super group B: 25-45 age groups Super group C: 45-65 age groups Super group D: 65+ age

6、 groups A very brief description of each segment has been included below: A01 Ben A 'competitive male urbanite' – he?s a recent graduate, with a ?work-hard, play-hard? attitude. He plays more sport than most A

7、02 Jamie a ?sports team lad? – a young bloke who enjoys football, pints and pool A03 Chloe a ?fitness class friend? – she is young and image-conscious and likes to keep fit and trim. There really aren?t enough hours

8、in the day for all the sport she?d like to do A04 Leanne a ?supportive single? – she is the least active grouping amongst 18 to 25-year-olds. She is likely to be single, living in rented accommodation and is very like

9、ly to have segment sports markets. Geographic Identify the dominant segment in each postal code and produce marketing material specifically targeted at those segments. Identify the geographic areas where the segments

10、 with children were more likely to live and develop a marketing campaign that demonstrates what is available to people under 16 as well as adults Identify the areas in London with significant numbers of Chloes, Leanne

11、s, Paulas, then gym facilities were overlaid Demographic age: group A: 18-24, group B: 25-45, group C: 45-65, group D: 65+ gender: male or female family life cycle: married, unmarried, target single person, or targe

12、t entire households income: low, high occupation: no work, at work, retire ethnicity: White British, other White, Asian , black and so on, whether disabled or not Psychographic Social class: different social class, d

13、ifferent sports and different time spent on sports Lifestyle: use the balanced information on customers? lifestyles to give SGL many leads on how it could attract more customers by putting on the correct activities to m

14、atch the local community?s needs Behavioral Benefits sought: different purposes, to lose weight, to keep fit, to enjoy life, to have fun with kids, and other use rate: some exercise a lot, some less Q2. Choose a segm

15、ent 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'd like to chose Segment 5 Helena who's a single, profession