• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Michelle Wie
 

Michelle Wie

on

  • 764 views

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.

Statistics

Views

Total Views
764
Views on SlideShare
758
Embed Views
6

Actions

Likes
0
Downloads
6
Comments
0

1 Embed 6

http://www.linkedin.com 6

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Michelle Wie Michelle Wie Presentation Transcript

    • Michelle Wie
      Marketing Strategy
      2010-2012
    • Current Brand Position
      • Young/Early Stages of her LPGA Tour Life
      • Last two years on LPGA Tour
      • Sponsors Exemptions to PGA Tour Events
      • Main sponsor
      • 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
    • Strengths
      Lack of dominating female golfer
      Major sponsorships with Nike, Sony, and McDonalds
    • 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
    • Brand Pillars
      Youth
      Determination
      Courage
    • 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
    • 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
    • 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
    • 2010-2012 Brand Strategy
      Continue with American brand strategy initiatives (2010)
      Add international brand strategy
      Korea
      Japan
      China
      Australia
    • 2011
      Jan. – Feb.
      Continue with U.S. golf camps
      Generate international commercials with sponsors
      McDonald’s
      Nike
      Sony
      Commercials based on brand pillars
    • 2011
      Mar. – May
      Korea
      June – Aug.
      Japan
      Aug. – Nov.
      China
      Commercials
      Live events
      Signings
      Teachings,
      Charity tournaments
      Social Media
      Website
    • 2011
      Dec.
      American camps
      Open camp in South Korea
      Girls
      Korea, Japan, and China
      1 week interaction with Michelle Wie
    • 2012
      Jan. – Feb.
      Golf camps
      Begin Australia branding strategy
      Commercials
      Current sponsors
      New Australian sponsors
      Events
      Continuing through August
    • 2012
      Mar. – Apr.
      American school visits
      Korean school visits
      Girls golf fundraiser campaign in Korea
      May – June
      Japan
      July – Aug.
      China
    • 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
    • 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