案例分析-Sport-England.doc

Sport England: Segmenting the British Sports MarketSynopsis: 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 governing 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 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 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 sport.The 19 market segmentation profiles are divided into 4 super groups based on age: Super group A: 18-24 year old age groupSuper group B: 25-45 age groups Super group C: 45-65 age groups Super group D: 65+ age groupsA very brief description of each segment has been included below:A01 BenA 'competitive male urbanite' – he’s a recent graduate, with a ‘work-hard, play-hard’ attitude. He plays more sport than most A02 Jamiea ‘sports team lad’ – a young bloke who enjoys football, pints and pool A03 Chloea ‘fitness class friend’ – she is young and image-conscious and likes to keep fit and trim. There really aren’t enough hours in the day for all the sport she’d like to doA04 Leannea ‘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 likely to have childrenB05 Helenaa ‘career-focused female’ – a single, professional woman, enjoying life in the fast lane. If the boxercise classes were a little later in the evening, she’d fit more inB06 Tima ‘settling down male’ – a sporty professional man, who’s likely to be buying a house and settling down with a partner B07 Alisona ‘stay at home mum’ – she has a comfortable, but busy, lifestyle. She’s reasonably active B08 Jackiea ‘middle England mum’ –she juggles work, family and finance. She’d do more sport if she could get help with childcare B09 Keva ‘pub league team mate’ – he enjoys pub league games and watching live sport B10 Paulaa ‘stretched single mum’ – she’s facing financial pressures, childcare issues and has little time for leisure activities C11 Philipa ‘comfortable mid-life male’–he's a sporty mid-life professional with older children and more time for himself than beforeC12 Elainean ‘empty nest career woman’ – she is a mid-life professional, who has more time for herself since her children left home. She goes swimming once a weekC13 Roger & Joyan ‘early retirement couple’ – who are nearing the end of their careers and like to do some sport, as long as it’s not too full-on C14 Brendaan ‘older working woman’ – she is middle aged and is working to make ends meet. She’s too tired most nights to go out and do sport C15 Terrya ‘local old boy’ – he is generally inactive, has a low income and has made little provision for retirement C16 Normaa ‘later life lady’ – she is recently retired, with a basic income to enjoy her lifestyle. If she had someone to play sport with, that would make all the difference D17 Ralph & Phyllisa ‘comfortable retired couple’ – this retired couple, enjoys an active and comfortable lifestyle. If they could encourage more of their friends to come along, they’d do more D18 Franka ‘twilight year gent’ – he is a retired man with some pension provision and limited sporting opportunities D19 Elsie & Arnold‘retirement home singles’ – these retired singles or widowers are predominantly female and tend to live in sheltered accommodation. They are the least active group in the population, but may enjoy a gentle game of bowlsThe table below outlines the major variables that are used by Sport England to 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 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, Leannes, Paulas, then gym facilities were overlaidDemographic age: group A: 18-24, group B: 25-45, group C: 45-65, group D: 65+gender: male or femalefamily life cycle: married, unmarried, target single person, or target entire households income: low, highoccupation: no work, at work, retire ethnicity: White British, other White, Asian , black and so on,whether disabled or notPsychographic Social class: different social class, different spor。