A great example of an individual who utilizes these four P’s in a great manner to represent the brand vision is Maria Sharapova with her candy line, Sugarpova. This is an interesting unheard candy, but it’s possibly unheard of because it is representing what the brand adheres to. If you go on the Sugarpova website, you’ll see about them. What they want to get forth is that their brand vision is to be a premium candy company.
If that’s their brand goal in terms of being a premium candy company, she would want to utilize all four of the P’s to represent this brand vision. She utilizes her product to be a premium candy company because they are premium candy. They’re very well-made, and in terms of how she prices them, they’re actually very expensive. She doesn’t necessarily want to down price these candies because even if she did and the everyday consumer could buy a piece of candy they wouldn’t possibly want that from an organizational standpoint because it doesn’t represent the brand vision, which is a premium candy.
In terms of place, in terms of where you can actually buy the candy, you cannot buy it at Walmart. You cannot buy the candy at CVS. You’re actually only going to find the candy at high-class stores, at premium stores. This could be online. This could be at her shop, but you’re likely to find these candies at a premium store.
All of these things are representing the brand value in accordance to online sports management education. If you can do this as a sports organization, or in Maria Sharapova’s example, if you can do this as an athlete within global sports and utilize certain P’s to represent the brand vision, then you can better exemplify what your brand speaks toward. You can better build a relationship with your consumer and especially the consumer who wants what the brand offers. This would highlight effective sports management and brand vision throughout the organization.
