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Michelle Wie

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My final group project in my Sports Marketing class was to brand an athlete. My group\’s athlete was Michelle Wie. Each member focused on one section of the project. My section is the 2011-2012 …

My final group project in my Sports Marketing class was to brand an athlete. My group\’s athlete was Michelle Wie. Each member focused on one section of the project. My section is the 2011-2012 Branding Strategy starting on slide 10. The other members of my group are Kim Huber, Kyle Thomas, Erick Brown, and Brandi Jarrett.


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Transcript

  • 1. Michelle Wie
    Marketing Strategy
    2010-2012
  • 2. Current Brand Position
    • Young/Early Stages of her LPGA Tour Life
    • 3. Last two years on LPGA Tour
    • 4. Sponsors Exemptions to PGA Tour Events
    • 5. Main sponsor
    • 6. Media Relations
  • Strengths
    Age
    Youngest winner of adult USGA sanctioned tournament
    Youngest player to make LPGA cut in a tournament or major
    Youngest player to play in a PGA tour event
    Lowest round by a female in a PGA tour event
  • 7. Strengths
    Lack of dominating female golfer
    Major sponsorships with Nike, Sony, and McDonalds
  • 8. Weaknesses
    Alienated from the LPGA and PGA
    Lack of humility in the media
    Only won one LPGA event
    As of 2006 only made the cut on one PGA event
  • 9. Brand Pillars
    Youth
    Determination
    Courage
  • 10. 2010 Brand Strategy
    April
    Work with current sponsors: NIKE, Honda, McDonalds
    Commercial spots and print advertisements
    May
    Elementary and High School visits
    June
    Golf Channel promotional video
  • 11. 2010 Brand Strategy
    July
    Promotions in conjunction with the U.S. Women’s Open
    August
    Back to School Challenge
    Courage, on and off the course
    September
    Continued promotions
  • 12. 2010 Brand Strategy
    October
    Increased Sponsorship Opportunities
    Charity Events
    November
    Promotions in conjunction with the LPGA Tour Championship
    December
    Golf Camps for kids
    Ongoing
    Social Media (Twitter, Facebook)
    Web site updates
  • 13. 2010-2012 Brand Strategy
    Continue with American brand strategy initiatives (2010)
    Add international brand strategy
    Korea
    Japan
    China
    Australia
  • 14. 2011
    Jan. – Feb.
    Continue with U.S. golf camps
    Generate international commercials with sponsors
    McDonald’s
    Nike
    Sony
    Commercials based on brand pillars
  • 15. 2011
    Mar. – May
    Korea
    June – Aug.
    Japan
    Aug. – Nov.
    China
    Commercials
    Live events
    Signings
    Teachings,
    Charity tournaments
    Social Media
    Website
  • 16. 2011
    Dec.
    American camps
    Open camp in South Korea
    Girls
    Korea, Japan, and China
    1 week interaction with Michelle Wie
  • 17. 2012
    Jan. – Feb.
    Golf camps
    Begin Australia branding strategy
    Commercials
    Current sponsors
    New Australian sponsors
    Events
    Continuing through August
  • 18. 2012
    Mar. – Apr.
    American school visits
    Korean school visits
    Girls golf fundraiser campaign in Korea
    May – June
    Japan
    July – Aug.
    China
  • 19. 2012
    Sept. – Dec.
    Launch Australian campaign
    Commercials
    Events similar to Korea, Japan, and China
    Branding pillars related to Australia
    Girls camp continuation in America and Korea
  • 20. Summary Brand Position
    Strong youth oriented programs
    Nationally and Internationally
    Infusion of brand pillars with each culture
    Effective tactics
    Interactive campaigns
    Live events with hands on participation by Wie.
    Sponsorship driven

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