Transcript Marketing Mix

Business Studies – Marketing
Hong Kong Soccer Industry
Member List
Chan Long Hin Constant
Chan Pak Ching
Ho Hao Wang Ivan
Tam Che Chung
Tang Pok Chung
Wong King Peng
Introduction
The popularity of soccer in the past
1950 Not popular in Hong Kong
1965 TV broadcast - more spectators
1968 Professional scheme – increasing
number of foreign sportsmen
1970 Famous soccer team Seiko - capture
the attention of all Hong Kong people
1980 Most popular sport in Hong Kong
Seiko
Now
Situation Analysis
Strengths
Support by HKFA
Marvelous achievement
made by South China
Weaknesses
Low Prize Money
Many traditional football club
Chairpersons are not
willing to invest money


Low television revenue

Not enough sponsors
Low salary for football
players

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Lack of training facilities
Situation Analysis
Opportunities
District Football Team Going
Well
Corporation with China
Hong Kong people interest
in foreign football match
Foreign clubs start to target
Asia as a market
Threats
Busy life for Hong Kong
people
Marketing Objectives
Short term
– Increase the number of audiences
– increase the number of good-quality players
– Popularize Soccer
Long term
– Create brand image and brand association
– Popularize Soccer
– Enhance the income from ticket sales
Market Segmentation
The age group segmented
Age group
Advantages
Disadvantages
06 – 25
1. Suitable for future
development
2. Family influences
1. Different kinds of
entertainment
2. Concentrated on their
studies
26 – 40
1. More interested in watching 1. Busy at work
football competition
2. Different kinds of
2. Football gambling
entertainment
41 – 60
1. Focus on family day
2. Football gambling
1. Not all members of the family
are interested
2. Busy at work
60 or above
1. More leisure time
2. More willing to watch
football match
1. Didn’t interest at all because
the football player is not as
well as before
Long-term Measures
Raising the prize money
– More investment from chairpersons
– Increase the number of spectators
– Retain young players who have great potential
Legalize of local soccer betting
Marketing Mix
Product
– Extra activities
• performance of fancy football
• games with audiences
– Football narrators
• inviting famous football
narrators
– Corporation with China League
• Participate in China Division
A Football League
Marketing Mix
Place (Distribution)
– Roadshow
• Distribution of news and
information
– 3G Telephone
• Watch local soccer
matches on 3G mobile
– The time of the football match
• At night
• On weekdays
• On holidays
Marketing Mix
Price
– Season ticket
• One ticket for the whole season matches
– Family ticket
• Tickets for family
– Free for Student
• Distribute ticket in school
• Free tickets offer at the entrance
Marketing Mix
Promotion
– Sales promotion
• Low price ticket
• Interacting activities with
spectators
– Advertising
• Invite famous football players
to promote Hong Kong
soccer
– Several matches
• Invite famous foreign soccer
team to come to Hong Kong
Marketing Mix
Physical Evidence
– Different types of seating area
• smoking area
Relationship Marketing
Program
– Official football team fans club
• Meetings
• Newsletter
– Season ticket and souvenirs
• Cheering sticks
• T-shirts
– Regional football match
• Tai Po Football Club
– Fancy football show
• Game and prize
• fancy football show