MKT 828 Lecture Notes - Lecture 5: Sport Chek, Streaming Media, Canadian Tire
Document Summary
Introduction to placement strategy and distribution in sport: why does placement matter, how does distribution in sport work, case study examples. Includes two components: where, exactly, will customers go to purchase, box office, retail outlets, websites, sales office, etc, where, exactly, will customers go to experience, city, venue, tv, radio, streaming media, etc. Different forms of placement : depends on what is being sold. An example of how placement decisions need to support your positioning decisions: Positioning: value proposition: high quality, performance downhill skis, one step down from professional grade, target market: avid recreational skiers; household income ,000, competitive advantage: lightest and most flexible material. Good alignment: placement: high-end independent speciality retailers with excellent customer service. Poor alignment: placement: general sporting store (e. g. , sportchek, canadian tire) Good alignment: placement: high-end tennis specific facility, located in mid-high income area with on-site specialty retail and excellent customer service.
