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Park Run

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lionel morgan

on 25 February 2014

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Transcript of Park Run

SUTTER CONSULTANT'S MARKETING PROPOSAL
SMART Objectives
Implement a successful marketing campaign over the next 2 years.
Promoting ParkRun as a free weekly event, its benefits to the local community in hope of increasing participation numbers of runners and volunteers.
Establishing Parkrun as a sporting event with a strong social aspect for everyone to take part in
Market Segmentation
TARGET AUDIENCE
Why we chose Young people?
PARKRUN
breakfast runs
Running should be an enjoyable sport where people are able to socialise whilst achieving personal goals.
Breakfast runs will be promoted by certain running brands who will be offering an analysis, professional advice and some much loved freebies!

HEALTH FEST
The Health Fest is a fun,
informative and interactive event for the whole family.
Presents a healthy lifestyle for all ages
The event also invites exhibitors and speakers from the health, fitness & wellness industry

TOTAL MARKET
PARKRUN RUNNERS
Why Take Part in ParkRun?

Image
Lifestyle
Social
WOMEN
Health and Social Care Information Centre. (2013).

58% of women overweight including obese
26% of women obese

YOUNG PEOPLE
With sights on the long term aim we will implement the first stages by targeting 14-18 year olds
(Initial segmented -Education market)

(Sport England, 2008, p. 5; Tinsley, 2013, p. 14) identify 4 main reasons for dropout of sport in young people of this age: Personal, Lifestyle, Sporting & 16 being a prime age


Children and teens are also estimated to influence between $130 billion and $500 billion in family purchases annually. Links to the PESTER Power Model which is the ability for children to influence parents’ purchasing decisions (Proctor & Richards, 2002, p. 3)



Specific
Measurable
Accurate
Realistic
Timely
Healthy Lifestyle
"Reflects a person's choices of how he or she spends time and money"
Solomon et al. ,2002
Salad Bars
Juice Bars
Cookout Demonstrations
Nutritional Talks
Segmentation is identifying groups of consumers within a marketplace whose needs are similar (Palmer, 2006. p. 166; Marshall & Jonston, 2001, p. 160)
Influence of ‘Word of Mouth’ for Park Run will carry greater weight amongst their peers and family members (Positive)
"
Young people being a power consumer group
" Spero & Stone (2004)

Targeting the social benefits brings a ‘Branding Community’ which can develop into loyal customers
(Heding, Knudtzen & Bjerre, 2009. p. 184)


Rosen (1995)
The reason for this?
This model is important because it builds customer loyalty which ties in with positive branding
Park Run will lean towards existing data of the influence of PESTER Power

Proctor & Richards, (2002)
Park Run
Park

Run
Event
Content
About Parkrun
Aims and Objectives of ParkRun
Marketing Proposal
Breakdown of marketing strategy

About
Parkrun is an organised
free, weekly, 5km timed runs around the world.
Open to everyone and easy to take part in.
These events take place in pleasant parkland surroundings and and encourage people of every ability to take part in.
Aims and Objectives
Our aim is to ensure that every event we create is able to live forever
offer free, weekly events to local communities,
drive participation
Get the local community to be active
Place
Product
Price
Promotion
ParkRun
Breakfast Runs

To The Tenth Hole Tearooms

After the run, the tenth hole provides a subsidised salad bar and juice bar at the tenth hole cafe just opposite canoe lake.
Run to Save
Park Run Plus
Social Media Integration
Other Promotion
(10% off Adidas goods)
Secondary Income
Advertising
Awareness
Interest
Desire
Action
A - Attention (Awareness)
: Through intense promotion we aim to maximise to Parkrun brand

I - Interest
: raise customer interest by focusing on and
demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising).

D - Desire
: convince customers that they want and desire the product or service and that it will satisfy their needs.

A - Action
: lead customers towards taking action and/or purchasing.
Hanol, 2013.

Consumer's response to Park Run
What's that?
nope!
Wait something like that Exists!
Why Run every Saturday!!
Who wake's up at 9 O'clock to run?
PEST Analysis
Political
relate to changes in government influence and can have huge significance for Park Run

NHS and the Portsmouth City council's objective of reducing obesity
Economical
Other economic changes that affect business include changes in the interest rate, wage rates, and the rate of inflation can affect secondary spending

Emphasising that ParkRun is a Free event
Social
Relates to pattern of behavior, tastes, and lifestyles, age structure of the population also alters over time (currently we have an aging population).
An understanding of social change gives ParkRun a better feel for the future market situation.


Technological
We have become particularly significant in the post-millennium world. This is particularly true in terms of modern communication technologies.
Vast quantities of information is shared and quickly distributed ParkRun has to maximise on its Social media presence


Objectives of marketing
Direct Marketing
supports the sales effort by using one or more of the available media to generate a quantifiable and measurable response that moves the customer closer to an initial or additional sale without the use of a face to face sale (Meisner, 2006, p.13).
Advertising
Advertising is paid for, non-personal communication from an identified organisation, body or individual designed to communicate information and to influence consumer behaviour (Yeshin, 2006, p.1)
Public Relations
Using the news or business press to carry positive stories about your company or your products; cultivating a good relationship with local press representatives

Personal Selling
The presentation of a persuasive message by a seller to a potential customer or group of customers, generally in a face-to-face meeting. Personal selling can also take place through personal correspondence, telephone conversations, or emails.

The Marketing Mix
Relationship Marketing
Attempts to gain customer loyalty by focusing on building long term relationships with consumers, placing an importance on the consumer's long term value on the ParkRun Brand rather than a one time transaction
Conclusion
"The most successful events in the world are those that serve people's interest and not only their own"
Kotler & Keller 2006
Regeneration of Southsea Skatepark
The Strategy

Improves Social Welfare
Creates a differentiated brand positioning
Building Strong consumer bonds
Creating a Reservoir of Goodwill
Advantages
Corporate Social Responsibility
Social Causes
Sail flags along the courses
Lantern banners
Businesses need to take a pro-active approach and be ahead of these changes, rather than hurriedly making alterations to products and processes in a reactive way.
(Palmer, 2012, P. 512)



Unique Selling Point-:
Education on a Healthy Lifestyle
Park Run Health Fest

Outdoor cookouts
Farmers Market
Festival Games
Sunset Run
Family cookouts
Community Coming together
Outdoor workouts
Children interacting
Close it off with Releasing lanterns

Parkrun should look beyond the short-term objectives and realise that investments in society today will reap them benefits in the future



By Sutter Consultants
ParkRun working together with Portsmouth City to Realise this event, this aims to have-:
ParkRun Sponsors

Peng, G.C., & Nunes, M. (2007).
Brassington & Pettitt, 2000, p. 562
Button, Johnston, 2011;


Sheth & Parvatlyar (1995)
Cool
Trendy
Bar coded
Today's consumers understand their needs and wants, hence by adapting ParkRun products and Services towards their needs and wants we will achieve long term objectives of tackling obesity
ParkRun Plus
Campaign 2014

Branded Tents

Increase consumer expectations need by meeting or exceeded objectives
Driving wider Political Agendas
Task of Promotion
Increase Awareness
Build the company image
Change perception of the events attributes
AIDA Model
Push Strategy
This is involves using intense promotional activities, investing a lot in advertising for consumer's in order to recognise the Park Run Brand
Bar code wristbands
Tasks of Promotion
Promotion - The advancement of a product through adverting methods
Baines,Fill & Page, 2013, p. 294
Reminding
Persuading
Informing
The 4P's are part of communication marketing element used to satisfy customers and reach target goals
(Palmer, 2012, p. 20)
4P's Of marketing
Breakfast Runs
Park Run Health fest
Regeneration of the Skate Park
Bar code Wristbands
All aimed in meeting Park Run's long term objective of reducing obesity levels in Portsmouth
RECAP
What Park Run is
And what it has to offer
to be part of the Park Run Community
The benefits of Park Run
Switching location
Pester Power
ParkRun Skates
ParkRun Health Fest Activities
References:
Baines, P., Fill, C., & Page, K. (2013). Essentials of Marketing. Oxford University Press: Oxford
Chapleo, C., Duran, M. V. C., & Diaz, A. C. (2011). Do UK universities communicate their brands effectively through their websites?, Journal of Marketing for Higher Education, 21 (1), 25-46
Constantinides, E., & Stagno, M. C. Z. (2011). Potential of the social media as instruments of higher education marketing: a segmentation study, Journal of Marketing for Higher Education, 21 (1), 7-24
Heding, T., Knudtzen, C. F., & Bjerre, M. (2009). Brand Management Research, Theory And Practice. Oxon: Routledge
Marshall, G. W., & Johnston, M. W. (2011). Essentials of Marketing Management. New York: McGraw-Hill/Orwin
Palmer, A. (2012). Introducing Marketing Theory and Practice (3rd e.d.). Oxford: Oxford University Press
Peng, G.C., & Nunes, M. (2007). Using PEST analysis as a tool for refining and focusing contexts for information systems research, 6th European Conference on Research Methodology for Business and Management Studies, 9 (10), 229-236
Proctor, J., & Richards, M. (2002). Word-of-mouth Marketing: beyond pester power, Young Consumers: Insight and Ideas for Responsible Marketers, 3 (3), 3-11
Rosen, R. (1995). Strategic Management An Introduction. London: Pitman Publishing
Sheth, J. N., & Parvatlyar, A. (1995). Relationship marketing in consumer markets: antecedents and consequences. Journal of the Academy of marketing Science, 23(4), 255-271
Sport England (2008). Sport England Strategy 2008-2011. London: Sport England
Tinsley, L. (2013). Investigating reasons for sport drop-out amongst 16-19 year old girls. England Athletics: Birmingham











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