In one of my previous blog posts, I analysed how
Lucozade rebranded their product over the last 40 years. In the late 1980s,
Lucozade utilised UK athlete Daley Thompson as a spokesperson in one of their
television advertisements. This is arguably one of Lucozade’s most well-known
advertisements as it helped launch the product as a sport energy drink.
For this post, I thought I’d give you all a little
insight into the athlete that is Daley Thompson.
Name: Francis Morgan Ayodélé ‘Daley’ Thompson
Date of
Birth: 20th July 1958
Place of
Birth: Notting Hill – London,
England
Nationality: British
Sport: Decathlon
Club: Essex Beagles
Olympic
Games Medals: 2x Gold (1980 –
Moscow, 1984 – Los Angeles)
World
Championship Medals: 1x Gold (1980 –
Helsinki) Honours: MBE (1982), OBE (1986), CBE (2000)
How would you describe the
current pricing strategies used by the GWS Giants?
The current pricing strategies used by the GWS Giants reflect the
relationship between supply and demand for their product. The GWS Giants are
the newest team to enter into the AFL. In addition, the club has been
established in the traditionally rugby-dominated state of New South Wales. As a
result, the high substitutability of their sport product for other products
from Rugby League and Rugby Union teams means that the GWS Giants are
experiencing more supply than there is demand for their memberships. Therefore,
the pricing reflects this need to stimulate demand for their product. In order
to create more demand, the marketing department at GWS Giants have three tiers
of memberships on offer: Ultimate, Giant and Reserve. Within each category,
subgroups of memberships are on offer such as Adult, Concession, Junior (under
13 years), Family (2 Adults + 2 Juniors), and Pet Membership. Overall, it is
evident that the GWS Giants have taken into account demand/supply issues,
pricing strategies of competitors and marketing mix constraints arising from
product mix and place dependence.
Consider the GWS Giants’ new
stadium. What pricing objectives could you develop for the team to reflect its
‘new place’?
It is necessary that GWS Giants look to maximise shareholder value
to capitalise on the unique viewer experiences that Skoda Stadium offers. The
stadium has undergone an upgrade and refurbishment in recent years. As a
result, stadium attendees have access to members’ bars, fan zones, facilities
and features such as the largest video screen in the Southern Hemisphere. Thus,
GWS should look to maximise sales growth as a long term pricing objective by
having lower membership pricing options. In doing so, they can sell their sport
product to as many customers as possible who will then experience the features
and experiences that Skoda Stadium has to offer. Ultimately, this experience
will encourage consumers to repurchase tickets in the future.
How would you make sure the
price set is not too high or too low?
To ensure the price of GWS Giants tickets are not too high or too
low, the marketing team will need to implement a strategic pricing process.
After setting some organisational goals, they will first need to determine
market sensitivity to price by looking at supply and demand, as well as factors
that determine price elasticity (such as substitutability of the product and
the proportion of income spent on the product). Moreover, the GWS Giants
marketing team must conduct research into the pricing strategies of major
competitors in both rugby codes and soccer. After doing so, it is necessary to
determine possible constraints by researching the product mix and place
dependence.
How can the new objectives
support other elements of the GWS Giants’ marketing mix?
In particular, the new objectives can support the promotion component
of the GWS Giants’ marketing mix. By combining strategies such as sales
promotions, advertising and personal selling, the club can communicate to
consumers how their sport product can satisfy consumer needs. If the
promotional strategies are implemented correctly, it can influence whether the consumer
choses to purchase a GWS Giants membership over another substitutable product
on offer from rugby codes or soccer.
Develop a pricing strategy
for a range of membership (individual and corporate) packages for the GWS
Giants, including a timeline for launching memberships for the new season.
Determine pricing goals: Firstly,
the GWS Giants must set clear goals for their organisation. It is recommended
that the club take a long-term view of maximising the profits from their sport
product, rather than focussing on current financial performance. By
concentrating on increasing the potential for sales growth, the GWS Giants can
aim to sell as much of their product possible. This would mean that the price
must reflect affordability and a lower price than the competition in the
market.
Determine market sensitivity to price: The GWS Giants must ascertain the size of the market and each
segment to gain a clearer understanding on price elasticity as well as the
supply/demand relationship. The club already has options available for adults,
children, pets and families. However, GWS Giants can diversify their product
range by developing products for more segments such as interstate supporters,
occasional attendees (less than five games) and perhaps online packages for
potential overseas supporters. Further, the marketing department must conduct
research into how their target market segments spend their income.
Estimate the break-even price: In
order to determine a break-even price point, the GWS Giants marketing team need
to look at the following factors: selling prices, volume of sales, unit
variable cost, total fixed cost and sales mix. Once this is ascertained, the
club can charge as little or as much above the break-even price.
Determine pricing strategies of major competitors: The GWS Giants are located in the rugby-dominated state of New
Sales Wales. Therefore, the marketing team must look at the price points both
rugby codes use to make their AFL product an attractive alternative.
Determine constraints on pricing behaviour: For public policy or strategic reasons, the AFL can implement a
threshold that ticket prices must adhere to. As a result, the GWS Giants will
need to ensure they follow such guidelines set out by the AFL when setting
their prices.
Determine constraints of other marketing mix variables: As previously discussed, the GWS Giants have entered into a new
market for the AFL. New South Wales is not traditionally an AFL state. Instead
it has a long history with rugby league and rugby union. Therefore, this product
mix means that the club should set lower prices in comparison to bring
consumers to the game. Visually, this will fill up seats. In turn, the games
will look more attractive on television, having the potential of maximising
sponsorship opportunities for the club. Moreover, if a low pricing strategy is
adopted, the promotions must be both proactive and intensive to sell as many as
possible to yield the greatest return.
Determine time dependence: The GWS
Giants should implement their pricing strategies throughout the season, with
extensive promotional work in the off-season. For example, the club could pre-sell
memberships in the pre-season at a reduced price to reward early adopters. In
addition, the peak period of demand would be in the first half of the season.
As a result, the membership prices should be at the highest point during this
time. Lastly, reduced ticket packages should be on offer during the second half
of the season. The purchaser cannot consume games that have already been played.
Yet, if the team is performing well or if consumers want to attend games on a
casual basis, the pricing strategy should accommodate these factors.
Determine final price: Once
the aforementioned steps are completed, the GWS Giants can formulate
appropriate and effective prices.
Explain how Nike researches and develops new products.
Nike researches and develops new products through the Nike Sports Research Laboratory (NSRL). This laboratory is located in Portland, Oregon in the United States. This extensive research and development process first begins by identifying the physiological needs of athletes. This is done by conducting testing on different surfaces; video recording the athletes' movement when undertaking a sporting activity; analysing breathing patterns; applying thermal imaging technology; and scanning the athletes' feet. In order to complete this research, the NSRL partners with universities around the world, namely from North America, Europe and Asia. Once the NSRL completes the research into the athletes' needs, a design brief is prepared and passed on to the Nike Kitchen to turn the idea into a product. It is then in the Nike Kitchen that high-tech instruments are used in order to create a prototype of the new product. Develop a flow diagram to illustrate the research undertaken using athletes and high-tech instruments by Nike's Kitchen to develop Nike Free.
Identify the methods used by Nike to test Nike Free.
Firstly, Nike Free was tested on a wide range of different runners. Elite runners, everyday runners and sport journalists were selected to participate in the testing as they represented individuals that exercised on a regular basis. The trials ran for a total of six months where around 110 runners used the new shoe. All participants undertook shuttle runs, short sprints and leg strengthening tests to measure speed, coordination and development. The control group (consisting of 30 men and 23 women) used their personal running shoes. The experimental group (consisting of 30 men and 27 women) wore the Nike Free prototypes. Each group needed to run four times a week for 30 minutes each. It was ultimately found that the Nike Free design was not just a regular running shoe. Instead, it was identified as being a training technique as it strengthened and improved the flexibility of the athletes. The experimental group improved across each testing category by 10-20%.
You are a sales assistant in a Niketown store. Discuss the internet-based training you underwent to ensure that you fully understand all the features of Nike products, especially Nike Free.
As a sales assistant in a Niketown store, it is imperative that I have a sound understanding of the new Nike Free product. To ensure that I knew each feature and benefit, I participated in a program called Nike Sports Knowledge Underground (Nike SKU). Nike SKU is a flash-animated multimedia learning tool that encompasses a range of training activities. Each station of the Nike SKU involves a three-minute course. Within this time, we could learn about the design, benefits, features and most importantly, the selling points of the shoe. We were then tested on this knowledge by completing a short test. When we deal with specific customer questions about the shoe, we can also use a comprehensive technical specification sheet.
Discuss the look and feel of the Nike Free website and identify how this, and the content of the website, complements Nike's overall mission.
Nike's overall mission is "to bring inspiration and innovation to every athlete in the world." The Nike Free website complements this mission as the product offering caters for a range of different athletes. For example, the website contains images of shoes for both adults and children, as well as the option to change the site's language. The children's shoes are further split into designs for girls and boys. In addition, the adult range is diverse (eg. the 'trainer', the classic 'free', the 'cross bionic' and the 'flyknit' are all on offer). The range of colours and designs further encapsulate Nike's mission statement as the diversity ensures everyone's tastes are catered for. Lastly, the look of the website is colourful, with large images and a clean layout. As a result, the viewer of the website feels a sense of energy when looking at the bright colours and bold images.
Assume you are making a presentation on Nike Free to the local sporting club. Illustrate the benefits that runners will gain when using Nike Free for training.
The Nike Free shoe is an essential training tool for any runner who wants to get the most out of their natural ability. Athletes will receive three core benefits after training with such a shoe. Firstly, their flexibility will increase. Secondly, their feet and ankles will become stronger. Thirdly, their overall balance will improve. This is so, as the Nike Free is modelled on barefoot running which has been proven to train the foot in each of the aforementioned areas. Ultimately, if your athletes use this shoe, they will have an advantage over other athletes in the competition. They are maximising their natural potential with the Nike Free, giving them an advantage in a competition.
Nike Free is a shoe designed to give runners the feeling and benefits of running in bare feet. However, the idea of running in bare feet could be seen as a contradiction to the foundation stone of Nike, the world's leading athletic shoe company. You are the Marketing Manager of Nike. Explain how a 'barefoot' shoe will complement Nike's shoe range. What are the benefits the shoe gives runners?
Bill Bowerman, a founder of Nike, is quoted as saying "it's all about the feet, not about the shoes." It is this philosophy drives the natural technology evident in the Nike Free shoe. This shoe is designed to complement the inherent ability of each runner, ensuring that they become stronger, more flexible and balanced. Therefore, this shoe will complement Nike's range as it functions as a training shoe that is best used in conjunction with other running shoes.
Examine Nike's website. Study how the site is set out and each link within the site.
a) Look at the use of colours and images used in the website. What is the image that these colours and images seek to promote?
As previously discussed, Nike use large images with bright colours on their website. The images usually consist of their product range or athletes wearing the shoes. These colours and images seek to promote an energetic feeling, influencing consumers to be motivated to buy and use the Nike shoes. Additionally, the images of athletes further reiterate the target market of the shoes. They persuade consumers to purchase the products so as they too can be like the athletes.
b) How is the Nike swoosh logo used?
The Nike swoosh logo is used in different areas of the website. It first appears in the top, left-hand corner of the webpage. As a result, it is one of the first images that the viewer sees, signalling to them that this is in fact the Nike website. The iconic logo can also be seen on the product images as consumers have come to expect that the swoosh visibly appears on the shoe and other Nike products. Lastly, the swoosh logo is used on every icon that leads individuals to 'follow' them on social media networks such as Facebook and Twitter. Each different page has a different image of the logo to match the specific Nike brand (eg. the swoosh on the US Nike Football page is placed in the centre of a football field, and the logo on the Nike Basketball page is enclosed in the image of a basketball).
c) What is the difference between marketing and advertising?
Marketing aims to find a group of buyers and sellers in order for the transfer of products or services to occur. This is usually completed by engaging in systematic planning processes which identify the target market and subsequently determine their specific needs and wants. On the other hand, advertising focusses on communicating the product or service to consumers. Essentially, it ensures consumers are made aware of the existence of the product or service, encouraging them to take some action to purchase it.
d) Give examples of how Nike uses its website for marketing and advertising.
Nike uses its website for marketing by targeting the different types of consumers. The website is divided into different sections for women, men and children to cater to the different markets. In addition to this, the Nike website also gives the consumer the option to view the product range by sport. As a result, the website uses target markets based on sport as another marketing strategy. Nike also uses its website for advertising as it contains links to the online store as well as advertising campaigns on how each product functions and the benefits of owning such a product.
e) The Internet is an integral part of marketing and advertising products. Discuss. In your discussion you should refer to examples of how Nike has used the Internet in both marketing and advertising of their products.
The Internet is an integral part of marketing and advertising products as it is widely accessed and convenient for consumers. As a result of this, it is important that Nike uses the Internet to market their products to the right people and to the greatest number of people. Moreover, Nike is an international brand that must market their product cross-border. Thus, the globalised nature of the Internet means that their products have the ability of reaching consumers all over the world. This is evident in the different online stores and language options that the Nike website provides. The tabs for sport, men, women and kids further ensure that the consumer can easily access the products intended for their needs.
Over the years, Lucozade has undertaken a rebranding of their iconic drink. This case study provides us with an example of how the product lifecycle functions. In doing so, it highlights how important it is for products to keep innovating if they want to avoid a decline.
1972 - AIDING RECOVERY ADVERTISEMENT
Who is the drink targeted at?
In the early 1970s, Lucozade was associated with aiding recovery from illnesses such as the common cold or flu. In this television advertisement, the drink is being targeted at two main markets. Firstly, the ill child who must stay at home in bed to recover reinforces the notion that Lucozade is aimed at people who feel unwell. Secondly, Lucozade is targeted at the stay-at-home mothers who must look after their ill children. This is so, as looking after an unwell child can be just as exhausting for mothers. The voiceover clearly illustrates this contention through the line "when they're ill, it takes it out of you too."
What is the purpose of the drink?
As previously discussed, Lucozade is a drink that assists in the recovery process when one is unwell. It re-energises those who are ill. However, the product's purpose does not just limit itself to helping people recover from illness. It takes on a broader purpose of increasing the energy levels after any exhausting and tiresome task. The other energy-consuming activities depicted in this advertisement are looking after an ill child and running a household. This can be seen through the lines "that's why Lucozade's energy gets you going again" and the rhetorical question "mum's never allowed to run out of steam, is she?"
Why is it sold in such a big bottle?
Lucozade has a multitude of uses. It can re-energise anyone from sick children, to busy mothers. This multipurpose product is therefore at the disposal for the whole family. As a result, the large size of the bottle caters for everyone in the family. The big bottle also serves an economical purpose as mothers who primarily purchase Lucozade know that the large amount will last a longer amount of time.
What is the end slogan?
The end slogan is "Lucozade aids recovery". Not only does this tagline allude to the drink's ability to help you recover from an illness, it takes on a broader meaning. The drink can aid in your recovery from a wide variety of exhausting, everyday tasks. Whether that is running a household or performing another taxing activity, Lucozade intends to replenish our energy levels so as you can carry out these tasks.
MID 1980s: MOD ADVERTISEMENT
Has the target market changed?
The target market has clearly changed from the target market illustrated in the 1972 television advertisement. Whilst the 1970s version marketed Lucozade towards mothers, this mid-1980s advertisement is marketed towards a younger group of people. In particular, teenagers or young adults who need a boost of energy during their busy and active lifestyles.
What image does Lucozade now want?
Through this television advertisement, it is apparent that Lucozade now wants a more youthful and trendy image. This can be illustrated through the images of the young men riding on their vespas who are dressed in fashionable clothes. The backing music track further illuminates this youthful and hip image. Overall, the advertisement contains similar images and themes from the 1979 film Quadrophenia that the target market could probably relate to.
Why has the bottle shrunk?
The bottle has shrunk as the target market, now teenagers and young adults, wants their energy to be replenished on-the-go and as soon as possible. Essentially, they have the desire for a product to be portable which can that can then be consumed in a shorter amount of time. As a result, the bottle is smaller than the once depicted in the 1970s advertisement in order to fulfil the needs of the new target market.
How and why has the end slogan changed?
The end slogan changed from "Lucozade aids recovey" to "the original solution" as it wanted to distance itself from being a drink that only assists in overcoming sickness. This rebranding strategy reinforces the new market that the drink is aiming to target and the stylisation of the slogan harkens back to the mod theme that runs throughout the advertisement.
LATE 1980s: DALEY THOMPSON ADVERTISEMENT
Who is the drink now marketed at?
The drink has once again changed their target market. Instead of the young adults targeted in the mid-1980s campaign, the late-1980s advertisement is aimed at athletes and individuals involved in some form of intense physical activity. This can be demonstrated through the images of the UK athlete Daley Thompson sprinting with music from Iron Maiden complementing this feeling of intensity.
What adjective is used to describe the drink and why?
'Refreshing' is the adjective used to describe Lucozade. This has been done in order to distance the drink from notions of illness and weakness. Now, the drink is intended to build on the strength of those who are already healthy and athletic rather than individuals overcoming sickness. As a result, Lucozade want to associate their product with
Why does the ingredient 'glucose' get mentioned?
For any product, it is important to add a sense of legitimacy and credibility. In the 1980s, many products were revolutionised by science and technology. It is possible that Lucozade mention glucose as a core ingredient to create legitimacy around their product. The word has a scientific feel and as a result, it could persuade consumers into thinking that the drink has a scientific background to deliver energy-replenishing results.
1990s: JOHN BARNES ADVERTISEMENT
Why are Lucozade introducing words like 'isotonic'?
Similar to the late-1980s advertisement with Daley Thompson, Lucozade are introducing words like isotonic to further emphasise the scientific nature of the product. As the word isotonic is associated with physiological concepts, the Lucozade can once again capitalise on the legitimacy that science brings to its product. In turn, by including the word isotonic in the advertisement, consumers will believe that the drink will hydrate them as it is supported by scientific merit.
What do you notice about the packaging?
The packaging has once again changed to accommodate the target market as well as their set of needs and wants. The packaging has distanced itself from the glass bottles from the 70s and 80s. Now, Lucozade is packaged in aluminium cans. In addition, the product now contains the word 'sport' and 'isotonic' on its packaging.
Why do you think Lucozade now use cans?
Lucozade now uses cans to deliver their product to consumers in a convenient way. This can be illustrated through the advertisement as John Barnes uses a vending machine to retrieve a Lucozade can. Ultimately, the speed which Barnes can obtain the product reiterates notion that Lucozade too "gets to your thirst, fast". 2012: FASTER, STRONGER FOR LONGER ADVERTISEMENT
How different is it from the first advert?
The 2012 advert differs greatly from the very first advert. This advertisement has effectively distanced itself from the connotations of weakness and illness depicted in the 1972 campaign. Lucozade is no longer a drink that aids in your recovery when you are unwell. It is now a product that scientifically allows athletes to hydrate and perform "faster, stronger for longer." Once again, words such as 'electrolytes' and 'isotonic' capture this sense of scientific legitimacy which differs from the housewife/mother angle from the first advertisement. Lastly, the packaging has changed to pop-top bottles for the on-the-go convenience and portable needs of the target market.
Was the rebranding of Lucozade a success?
Overall, the rebranding of Lucozade was a success. Products are known to follow a life cycle where they experience four stages: market introduction, growth, maturity and decline. If Lucozade did not rebrand their product, they would have most likely entered into a decline phase after the maturity stage of the product life cycle. However, the proactive approach in marketing the product for athletes and sport purposes brought new life to Lucozade. Thus, this case study reaffirms an important lesson for marketers: constant innovation is needed to avoid a product from declining.
In Round 9 of the 2014 AFL Premiership Season, the Collingwood Magpies travelled interstate to take on the Adelaide Crows. With only 11 seconds to go in the third quarter, Josh Jenkins ran into an open Adelaide goal square to put another 6 points on the board. However, the volume of the crowd masked out the sound of the siren, making it impossible for the umpires to hear and signal the end of the quarter. So the question remained: Did he kick the goal in time? In an attempt to clarify the legitimacy of Jenkins' goal, the umpires called for an official video review only to be met with the response, "We can't hear the siren, so we can't review it." This incident, now known as 'Sirengate', proved to be the talking point of the match long after the final siren had sounded.
What if the game had been a Grand Final with the scores level and only a few seconds to go? In this example, not hearing the siren over the cacophonous sound of the crowd could be quite costly. Therefore, simple technology needs to be implemented to overcome such an issue.
The following are some ideas that could be adopted by the AFL to avoid another 'Sirengate' controversy. Firstly, the umpires could wear a wristband that vibrates once the siren has sounded. Therefore, if they fail to hear the siren over the noise of the crowd, they will be able associate the feeling of the vibration with the end of the quarter. Secondly, AFL umpires could wear an earpiece that emits a tone as soon as the siren sounds. This will ensure that the siren will be heard as the direct sound is being feed straight into the earpiece. Thirdly, the goal posts could be fitted with lights that flash when the siren has sounded. As a result, people will be able to see the end of the quarter in circumstances when the siren cannot be heard over the crowd.
Sport as a product is unpredictable and difficult to control. As a result, marketers must turn their focus to product extensions in order to control the promotion of the sport, team or athlete. Scarves, beanies, clothing and flags are common items of merchandise released by sports teams.
However, sometimes these product extensions branch out into the realm of the weird and the wonderful. The following are three examples of some outlandish (and quite frankly, disturbing) sport product extensions.
BORUSSIA DORTMUND GRILL CLEANING SPRAY
The first example is from Borussia Dortmund, a German football team. They licensed the use of the BVB logo and name for a barbecue cleaning product. I cannot see the connection between soccer and cleaning products, however, it still exists. Here is an excerpt of the product description: "The BVB Grill Cleaner is a practical helper when cleaning up after a barbecue. Tough residues from grilling and frying on the barbecue grill can be removes simply and effortlessly using this spray cleaner. The Grill Cleaner can even be used in all baking and hot-air equipment to polish the devices back up to maximum shine."
FULHAM FC CHAIRMAN POSTCARD
The next example of a zany product extension raises a lot of different questions. In particular, why would anyone want to purchase this product in the first place? The outlandish product extension is in fact a postcard of Fulham FC's former Chairman, Mohamed Al-Fayed. It is not just a normal picture of the Chairman. Instead, it is an image of Al-Fayed's face photoshopped on to the body of a rather muscly man. Why? I have no idea…
NFL MUSICAL NUTCRACKERS
The last example of a bizarre sport product extension belongs to the NFL. The product is a nutcracker adorned with your favourite team's name. However, it is not just any old nutcracker- it is an object which dances to a cute little musical number. Just what everyone wants for Christmas!
BIRGING
Birging is an acronym for the phrase 'basking in reflected glory'. This occurs when an individual associates themselves with the success of someone or something else. As a result, that individual experiences an increase in their overall self-esteem. In sport, this social phenomenon is frequently practised. For instance, I am sure we have all taken part in the act of birging, or have witnessed it in some form, when we proudly wear our favourite sporting team's merchandise immediately after a big win. This is one of the most common ways for sporting fans to associate themselves with the success of the sporting team, even though they did not actually contribute to the win. Other common examples of birging can be seen through a sports fan's use of language. They utilise inclusive words such as "we won" instead of "they won".
CORFING
On the other hand, corfing is an acronym for 'cutting off reflected failure'. This occurs in instances where an individual actively dissociates themselves with the failure of someone or something else. For example, after a big loss, a sport fan will choose not to wear the team's merchandise or engage in discussions about the match. Additionally, corfing, like birging, can be demonstrated through language. Instead of using inclusive language as they usually would after a win, a sport fan may say "they lost" as opposed to "we lost" when their team is unsuccessful.
Sport can be considered a service, as opposed to a good. But have you ever wondered what helps to explain this distinction? The following four concepts provide us with examples of the service characteristics that relate to the sport product.
PERISHABILITY
Essentially, perishable services are 'time-dependent'. This is so, as once the service is rendered to the consumer, that service cannot be stored, returned or resold. As a result, perishability also represents lost revenue. For example, if tickets to a particular AFL game are not sold, that service cannot be offered once that specific game ends. As the empty seats cannot be utilised once the match is finished, the unsold seats contribute to lost revenue as money cannot be recouped.
HETEROGENEITY
Services, unlike products, can be unique and dependant on different variables. Such variables include the person who is performing the service, the location of the service and even the time of the service. As a result, no two services can be replicated in the exact same way which leads to inconsistency and unpredictability. For example, no two ice hockey matches will be played identically and the employees working at the game may also deliver services to consumers differently.
INTANGIBILITY
Products have the ability to be smelled, felt, tasted or seen, whereas services cannot. This is so, as products are objects and services do not have a physical presence. Instead, services have the ability to be performed and the takeaway for the consumer is not tangible. For example, once a game of tennis has been played at the French Open, the spectators do not leave with a benefit that they can hold, taste, see or smell.
INSEPARABILITY OF PRODUCT & CONSUMPTION
Lastly, inseparability means that the production and the consumption of a service occurs simultaneously. In doing so, it is difficult to produce and store away a particular service before it has been consumed. For example, a baseball fan with season tickets must attend the match in order to receive the service of baseball being performed.
