毕业答辩自述案例分析-Sport-England

2021年1月7日发(作者：余复)

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
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 group

Super group B: 25-45 age groups

Super group C: 45-65 age groups

Super group D: 65+ age groups


A very brief description of each segment has been included below:


A01 Ben

A02 Jamie

A03 Chloe

A04 Leanne

A 'competitive male urbanite' – he’s a recent graduate,

with a ‘work-hard, play-hard’ attitude. He plays more sport
than most

a ‘sports team lad’ – a young bloke who enjoys football,

pints and pool

a ‘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 do

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 likely to have


children

B05 Helena

a ‘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 in

B06 Tim

a ‘settling down male’ – a sporty professional man, who’s

likely to be buying a house and settling down with a
partner

B07 Alison

a ‘stay at home mum’ – she has a comfortable, but busy,

lifestyle. She’s reasonably active

B08 Jackie

a ‘middle England mum’ –she juggles work, family and

finance. She’d do more sport if she could get help with
childcare

B09 Kev

a ‘pub league team mate’ – he enjoys pub league games

and watching live sport

B10 Paula

a ‘stretched single mum’ – she’s facing financial

pressures, childcare issues and has little time for leisure
activities

C11 Philip

a ‘comfortable mid-life male’–he's a sporty mid-life

professional with older children and more time for himself
than before

C12 Elaine

an ‘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 week

C13 Roger & Joy

an ‘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 Brenda

an ‘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 Terry

a ‘local old boy’ – he is generally inactive, has a low

income and has made little provision for retirement

C16 Norma

a ‘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

a ‘comfortable retired couple’ – this retired couple, enjoys
an active and comfortable lifestyle. If they could
Ralph & Phyllis

encourage more of their friends to come along, they’d do
more

D18 Frank

a ‘twilight year gent’ – he is a retired man with some

pension provision and limited sporting opportunities

D19

‘retirement home singles’ – these retired singles or
Elsie & Arnold

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 bowls



The 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 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 target 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, different 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 match 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 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'd like to chose Segment 5 Helena who's a single, professional woman
enjoying life in the fast lane.

The women in this segment are busy with their office work during weekdays.

For releasing the stress from work, they may tend to have a rest in either
mornings or evenings.

Besides, Helena is a fairly active type that takes part in sport on a regular
basis. The top sports that Helena participates in are shown as follows: 26% of
this segment take part in keep gym; 22% take part in swimming; 11% take
part in cycling and 9% in athletics or running. It can be seen that the
participants in the cycling sport are less compared to swimming and keeping
gym.

Sport England could encourage more participants in the cycling sport by
organizing cycling rallies and events for its members on weekends. It can not
only help to give a social message to the local community regarding health
and environment, but also encourage those who miss out on the regular work
out sessions during the week to cope up with their fitness levels by taking part
in cycling.



Q3. Describe the role that Sport England plays in targeting a
segment.

Sport England plays a very important role in targeting a segment.

Sport England East Midlands region and the South Gloucestershire Leisure
center are the two successful examples due to the role played by Sport
England, which both get the information of their customs from the surveys
conducted by the Sport England Group and accordingly target their customer
base. Gradually, the company is encouraging more and more people to
participate in sports and making them realize the importance of physical
fitness. 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 works closely with the consulting group Experian Business
Strategies. And working with has provided the company with significant data it
needed for targeting various segments within the United Kingdom.

The company also carries out its target segmentation through various
mediums like Internet, mobile phones, newspapers and magazines.

In order to figure out the interests of people in sports, Sport England
conducted its research with Active People Survey and carried out one of the
biggest Sporting Surveys across the European Continent.


Q-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.

It has been proved over the recent years that Yoga is one of the most

successful exercise sports and helps immensely in keeping fit and beautiful
shape and relaxing your mind. Yoga is mostly a female oriented sport, which
appeal to all the age groups of women and motivate them to participate in it.
Of course yoga also draws minority men’s attentions who high on keeping in
good health and great figure.

According to different needs and participation degree for yoga, market can be
divided into the following efficient segments: young single girl, office lady,
housewife, and older women.

As for young single girl, yoga is one of the best forms of exercise as it would
make contribution to keeping slim and the beautiful shape. Besides young
girls like following the trend that yoga has been more and more popular and
fashionable in the world. Office ladies have a crush on yoga because it would
relax them both mentally and physically. We know office ladies are under
much pressure from their work. They suffer a lot of healthy problem caused by
their working environment, just like stiffness, over-fatigue. Yoga has been
proved the best way to cure these problems. What’s more, office ladies have
high requirement to maintain their great bodies. With regard to housewives,
the major driving force to doing yoga is that they have time. Housewives have
plenty of time to relax and take care of them. Yoga has been their best choice
as it has tremendous benefits for their health. And it’s a accessible sport.
They can do yoga at home after finishing their housework. Yoga is an
effective treatment for a variety of diseases because it can reduce the
symptoms these diseases often cause, which is the major motivation for older
women’s doing yoga. For example, yoga can lower heart rate, cholesterol and
blood pressure.



Q-5) Briefly outline a marketing campaign for your chosen sport.
Firstly establishing recognition for yoga in segments’ mind is the first step for

popularizing yoga. We should make use of posters stuck in some places that
women prefer to go and women magazines to introduce yoga. Let segments
have a general ideal on what is yoga and why yoga is a good exercise sport
for women.

Then developing yoga fans is the most important. Marketers should strive to
educate segments how to doing yoga and provide them with good
environment to doing yoga: encouraging universities to start yoga class and
establish student yoga communities; holding some yoga competitions among
the younger; setting up some yoga focused TV program to teach segments
how to doing yoga; establishing yoga clubs and offering preferential measures
for VIP; organizing doing yoga in residential area and parks that is near to
residential blocks.