ipl-logo

Arsenal Football Club Promotional Mix Strategy

1498 Words6 Pages

2015

St. Andrews International School Business & Management Extended Essay

[Which components of Arsenal Football Club’s promotional mix in China need to be developed in order to maximize merchandise sales?]

ABSTRACT
The finality of this research project is to suggest the best promotional mix strategy that Arsenal Football Club could use to maximize their merchandise sales. Throughout the essay this paper will aim to answer the question “Which components of Arsenal Football Club’s promotional mix in China need to be developed in order to maximize merchandise sales?”
With the use of analytical tools such as SWOT analysis and Ansoff matrix, and business theories such as the promotional mix, above the line and below the line promotion, …show more content…

With the constantly increasing fan-base and frenzy for football, clubs have been able to explore and establish themselves in global markets to further enhance their profits. One of the most important success factors for a company that is developing in a new market, is Marketing performance. However the process of market development (refer to Appendix 1, Figure 1.1) involves high risk strategies which if not planned correctly can prove costly to the business. Research studies confirm the need for businesses to analyze the new market and accordingly adapt to get the best results. Football clubs are becoming increasingly popular around the world and are expanding at a relatively fast rate along with the competition. China has experienced rapid economic growth and become one of the biggest Big Emerging Markets (BEMs) as of 2013.(Garten J 1997) Since the 2008 Beijing Olympic Games, sport has become a part of lifestyle and fashion attitudes in China, which is making a booming market for sportswear as well as clothing and footwear for outdoor activities (ITC 2012). This research project would mainly benefit Arsenal Football club but it could also help competitors and other companies aiming to enter or grow in the Chinese sports merchandise …show more content…

First , available external information from newspaper reports are gathered, mainly from the internet. After reading various supporting documents, an appropriate research question was constructed. The main reason for choosing Arsenal football club is because the company recently entered Chinese markets in 2013. Various supporting documents also give some information on the actions taken by the company to promote its merchandise in new markets. Realizing that not all the actions taken bring a positive impact to the image and demand by consumers, a research question for this study is, “ Which components of Arsenal Football Club’s promotional mix in China need to be developed in order to maximize merchandise sales?”

1.5.1 Secondary Research
a) Arsenal’s current marketing strategy and published online articles
b) Literature on the current Chinese sports market and Chinese consumers.
c) Internet and books are being used to understand and to apply some tools and techniques that are useful for this study.
d) Literature on competitors and their promotion strategies.

2.0 FINDINGS AND ANALYSIS
2.1 Understanding the Chinese sports merchandise

Show More
Related

  • Bend It Like Beckham Case Study

    1626 Words  | 7 Pages

    McDaniel, S. R. (1999). An investigation of match‐up effects in sport sponsorship advertising: The implications of consumer advertising schemas. Psychology & Marketing, 16(2), 163-184. • Purpose of the study how to maximize consumer consumption in sports. • Methodology adopted test the impact of brand/occasion matchups and publicizing situation on transitional measures of promoting viability.

    Read More

  • Asian-American Police Research Methods And Procedures

    1036 Words  | 5 Pages

    Introduction Chapter three will provide the reader with research methods and procedures that were used to conduct this thesis. The research methods and procedure section will be described in details how the student researcher obtained the data. Research Methods and Procedures The significant aspect of the research process consists of various peer reviewed research journals, published books and web based news articles. All of the sources gathered to compose this thesis were within the last five years, on what prior researchers have done regarding recruiting Asian-American police applicants.

    Read More

  • Basketball Marketing Plan

    1071 Words  | 5 Pages

    Introduction As a marketing manager it is imperative that the knowledge of the 4P’s (price, product, promotion, and place) is always on the forefront, especially when it entails “putting the right product in the right place, at the right price and at the right time (Martin, 2014)”. The author has been given the role of a marketing manager for a retail store where they are to use the marketing analysis presentation given by the team to identify which basketball would be chosen for marketing as well as, which would sell the most? Second, the marketing manager will use the marketing analysis presentation survey to provide an outlook on the customer’s purchasing behavior? Third, the marketing manager will explain how the promotion activity

    Read More

  • Sports Sponsorship Case Study

    811 Words  | 4 Pages

    Introduction In this day and age sports sponsorship is a strategic relationship between businesses (b2b) where both sides seek a mutual benefit. Through this each business’s brand is equally crucial to the success of the relationship and is commonly described as a partnership through co-branding (Farrelly and Quester 2005a). However, each side of the relationship tends to place emphasis on two specific gains, from the perspective of the sponsee they seek to gain the greatest benefits/compensations for the sponsorship while the sponsor seeks to enhance their corporate brand image (Javalgi et al 1994). Furthermore the sponsor’s use sports events and organizations in order to enhance the customers and stakeholders perception of their brand in

    Read More

  • Under Armour Marketing Plan

    3208 Words  | 13 Pages

    Under Armour 1. Executive summary By using the “IMC RABOSTIC planning Model” designed by Pickson and Broderick (2005, p.1), which aids “how integrated marketing communication are planned, organized and managed”, the following report show that a developing integrated marketing communication plan for Under Armour. The plan show that Under Armour is an international brand which is providing the best, quality, and innovation gears to the customers, Under Armour is going to become the first choice to the athletes.

    Read More

  • Nike's Corporate Responsibility Committee

    978 Words  | 4 Pages

    Historically, the company’s business units had been structured in a matrix with business units centred along 3 product dimensions: footwear, apparel and equipment forming the primary axis and geographic regions the secondary. However, this structure was insufficient to cater to the growing demand among athletes for complete tailored high performance, sport specific gear. To respond to this need, Nike reorganized itself around 5 core sports categories - running, football (soccer), basketball, men’s training and women’s fitness- thus improving customer focus and moving away from its product-driven model towards delivering integrated customer solutions. (Marcia Blenko, Eric Garton, Ludovica Mottura, 2014, Winning Operating Models That Convert Strategy to Results, http://www.bain.com/publications/articles/winning-operating-models-that-convert-strategy-to-results.aspx).

    Read More

  • Sustainability In The Olympics

    3722 Words  | 15 Pages

    Our subject is about the relationship between marketing, sustainability and the Olympics. Marketing has an important place in every organisation, whatever the size of the organisation, it defines the market and the way to act in this market. Sustainability is also an important part of most of the organisations, it is considered as a duty regarding the society and the planet to act with respect to a long term plan. As some of the biggest events of the world, the Olympic Games have to meet this goal of sustainability using the marketing strategies and tools to make it right and make it work. This report explains how marketing make the Olympics Games sustainable.

    Read More

  • What Is Micro Environmental Factors Of Nike

    723 Words  | 3 Pages

    Nowadays, teenagers and young adults who participate in fitness activities are also targeted largely in sales strategies. Competitors Analysis The popularity of various sport activities and changing design trends affect the demand for products. Nike compete internationally with athletic and leisure footwear companies, sports equipment companies such as adidas, Puma, Li Ning, Under Armour for the direct competitors. There are also indirect competitors such as Bata, VNC, etc.

    Read More

  • Under Armour: Competitor Analysis: Nike And Adidas

    1158 Words  | 5 Pages

    2.0 Competitor Analysis The industry that Under Armour is involved with is extremely competitive, with competing against big names such as Nike or Adidas. Although it’s hard at the beginning, but customers want to have the highest quality apparel therefore they turn to Under Armour. Under Armour stays in the competition by having high quality products, and also by signing endorsements deals with major athletes (Owusu, 2017). By having major athletes represent Under Armour, means the company will be bringing in "big money" because they will bring up the brand’s popularity. The major competitors in this industry are of course inclusive of big names such as Adidas, Nike, Dick’s Sporting Goods and Puma.

    Read More

  • Macro Environmental Analysis Of Nike

    2130 Words  | 9 Pages

    In the assignment, it will discuss the sports brand Nike which specifically focuses in Chinese market. There are three main content areas in this assignment. The first part is a macro environmental analysis; the next part is the target customer profile; the last part is the analysis of marketing strategies. Macro Environmental Analysis: Nike is a very well-known market leader. It is an international brand, their products are selling in the worldwide including China.

    Read More

  • Analysis Of The Corporate Culture Of Red Bull

    2037 Words  | 9 Pages

    Department:
 Medienmanagement Program: 
Media and Communication Management Course: 
Market-oriented Management Red Bull – Corporate Culture Jan Widow Matrikelnummer: M-33504 Supervisor: Mr. Badr SS 2015 This Project Thesis was submitted to the 
 Macromedia University of applied Science
in Munich on the Management Summary: This is the Project Thesis of Jan Widow, for the course Market-oriented Management. The task was to carry out an analysis and/or conception of market-oriented management for the company Red Bull. I chose to present the corporate culture of Red Bull. The methods used were mainly Websites and Scientific Literature.

    Read More

  • Nike Consumer Behaviour

    1301 Words  | 6 Pages

    Probable factors that could affect Nike’s business judgements are a range of demographic, social, economic and political. A few have already started to transpire, though others are purely likelihoods. External factors affecting this mix is one of the most common, technology. Before Nike releases its brand new product line to the market, it’s always prepared to authorize that whether or not there has been any sort of major advances from the other competitors that would tracker its launch. Thus they must time this carefully, as other competition may demand to shadow its release with their marketing

    Read More

  • Reflection On Strategic Marketing

    917 Words  | 4 Pages

    First, from the beginning of the classes I was able to design and implement marketing/business strategies in particular areas only. After that, I am able to create long-term and mutually beneficial exchange relationships between an entity and the publics with it interact. Moreover, the strategic marketing analysis & planning process such as internal & external situation assessment, strategy formulation, positioning and marketing mix were taught during lessons in detail that integrated my marketing knowledge. And as a result I also became aware with a range of new issue of marketing management and the marketing tactics in particular that were resulted from the product and branding strategy. I found strategic marketing analysis and planning of this project more challenging than

    Read More

  • BNP Paribass: A Case Study

    965 Words  | 4 Pages

    Introduction In the past decade, the rate of growth in sponsorship has outpaced that of investment in any other form of marketing communication or promotion vehicle. (Crompton, 2004) In the present times, sponsorship, especially the sponsorship of sports, has become more popular and companies invest huge amounts to become sponsors of different events, individual players and teams. (Singh, 2013) Businesses have been increasing their sponsorship budgets, as the general belief is that sponsorship is an effective communication tool.

    Read More

  • Descriptive Statistics

    779 Words  | 4 Pages

    Analysis of information The analysis in this report relied heavily on excel models. These consisted of a series of spreadsheet-based data input tables that allowed data to be collected in a systematic manner. 5.8.10 Descriptive statistics: Descriptive statistics are used to describe the basic features of the data in a study.

    Read More

More about Arsenal Football Club Promotional Mix Strategy

Open Document