4 ps of marketing wilson sporting goods company

1. Running Head: SPORTS MARKETING MIX
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Title:4 Ps of Marketing: Wilson Sporting Goods Company
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4 Ps of Marketing: Wilson Sporting Goods Company

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Marketing Mix
Marketing mix is a combination of four elements like product, price, place and
promotion. Marketing strategies for sports products and services are different from consumer
goods and services. Here is the marketing mix for tennis equipment of Wilson Sporting Goods
Company and a football program of college.
Wilson Sporting Goods Company
Wilson is leading company in US market for tennis rackets. Wilson was the best selling
brand in tennis equipments in the US and its success was measured through its revenue and units
sold. The marketing mix of tennis equipment is as follow:
Product: It is concerned with the features and functions of goods. Wilson provides high
quality and innovative design tennis equipments according to the requirement of customers and
players. It provides wide range of rackets for spin control, power control, comfort and premium
rackets (Wilson: Tennis News, 2012). The company is announcing to launch a racket with spin
effect technology that helps to increase spin. In this innovation, company investigated the
correlation between string pattern, racket design and spin. With the help of new string pattern,
players can increase their ability and spin in games. Apart from tennis rackets, company offers
other tennis equipments such as tennis balls, tennis kit bags, strings and squash rackets.
Price: The price of the product depends on the cost, level of profit, competitor prices and
demand of the product. Developing right price strategy is the important in organization’s
marketing strategy (Kaser & Oelkers, 2007). Wilson Company follows premium pricing strategy
for its quality and innovative products just like Adidas and Nike follows.

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Promotion: The Company follows five principles in its promotional strategy such as
expansion of brand, marketing through local channels, visibility of improving design and
innovation in products, maintain good relations with partners and advertisers and helping
customers in purchase decisions (Vartia, 2007). Wilson uses advertising in newspapers,
magazines, Television to promote its products. Along with this, its uses brand endorsement to
attract customers quickly towards its quality and high premium tennis equipments.
Place: The place element involves availability of products for buying of customers.
Company offers its products in most convenient way to the customers (Summers, Morgan &
Summers, 2005). Customers can purchase Wilson’s products through its stores, outdoors,
shopping centers and online stores. Through online stores, customers can purchase Wilson’s
products easily and conveniently.
College football program
The marketing mix of IMG college football program provides overview about the team,
its fees, promotional tools and game events.
Product: In the product of football program, various dimensions are included such as
team players, performance of the team during the program, other things that are used to build
recognition like t-shirts with logo and numbers, different color for t-shirts of both teams to easy
recognition, football and other things (Summers, Morgan & Summers, 2005).
Price: In the price, fees of joining of football team for players and price of tickets to see
the match are included. In this football program, players have to pay $180 for join this team. This
fee is used by team in operational expenses such as travel expense, field rentals, purchasing of
equipment, dresses and other necessary things. Along with this, sports fans pay a two part pricing

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(Mullin, Hardy & Sutton, 2007). Initially, fans and viewers have to pay $5 to purchase the tickets
of this football program. After entering, they purchase other products like food, drink and
souvenirs. Sometimes, this football program follows price bundling in that whole season tickets
are sold at bundled price with some food items and flight and hotel charges.
Place: In this year, this team will be playing its home games on college ground and its
new campus at centennial field (Kaser & Oelkers, 2007). This new place is convenient for
football fans and comfortable and easy accessible.
Promotion: This team receives direct and indirect financial support for advertising and
promoting themselves and their games. Fans promote them indirectly through buying and
wearing their licensed products and t-shirts (Mullin, Hardy & Sutton, 2007). Along with this,
sponsors promote the team and players directly by paying for the advertising and media to
promotion.
So, above is the discussion of marketing mix of sports products and services with the help
of Wilson tennis equipment and football program of IMG College.

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References
Kaser, K. & Oelkers, D. B. (2007). Sports and Entertainment Marketing. USA: Cengage
Learning.
Mullin, B. J., Hardy, S. & Sutton, W. A. (2007). Sport Marketing-3rd Edition. USA: Human
Kinetics.
Summers, M. J., Morgan, M. J. & Summers, J. (2005). Sports Marketing. Australia: Cengage
Learning Australia.
Vartia, A. (2007). Wilson - Lean, mean and aggressive. Retrieved from:
http://www.amersports.com/media/news/wilson-lean-mean_and_aggressive/
Wilson: Tennis News (2012). Retrieved from: http://www.wilson.com/en-
us/tennis/news/1810443/

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