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  1. 1. Three Princesses and The Pea presents:<br />Whitecaps’ Strategic Marketing Plan<br />By:<br />Catrina McCrae<br />Chloe Fernandes<br />Nia Dadbeh<br />Tasha Ng<br />
  2. 2. Introduction<br />Who are the Whitecaps?<br />Vancouver Whitecaps<br />1974 Established<br />1984 Transformed into Canadian Soccer League<br />86ers<br />2000 David Stadnyk changed name back to whitecaps<br />
  3. 3. Introduction<br />How will we help them?<br />Marketing mission and objectives<br />Accurate strategic marketing plan<br />Expand fan base and increase ticket sales<br />
  4. 4. Strategic Focus and Plan<br />What is our mission?<br />Create strong growth foundation<br />Whitecaps Vision:<br />Become one of the best sport franchises in the world<br />Help grow the sport of soccer in BC and Canada<br />A significant community asset<br />Achieve Whitecaps’ goals<br />
  5. 5. Strategic Focus and Plan<br />What is our product and marketing objectives to reach our mission?<br />Entertain and increase interest in Whitecap<br />Market to a broader audience<br />Increase the brand’s prestige<br />Increasing awareness<br />
  6. 6. SWOT Analysis<br />What is a SWOT Analysis?<br />“organization’s appraisal of its strengths, weakness, opportunities and threats”<br />“[help] identify the strategy-related factors in [the four categories]”<br />
  7. 7. SWOT Analysis<br />
  8. 8. Target Market<br />What is a target market?<br />"a specific group of consumers that can either be existing or potential future consumers that an organization would like to directly target its marketing efforts towards"<br />Geographic, Demographic, Psychographic and Behavioural<br />
  9. 9. Target Market<br />Geographic<br />Country, region, province, city size, urban, suburban and rural<br />Lower mainland<br />
  10. 10. Target Market<br />Demographics<br />Interrelated with geographic<br />Age, gender, income, family cycle occupation and ethnicity.<br />18 to 45<br />Ability to afford game<br />
  11. 11. Target Market<br />Psychographic<br />Consumer attitudes, beliefs, interests and opinions<br />Interest in sports<br />Attitude towards spending money on game and entertainment<br />
  12. 12. Target Market<br />Behavioural<br />Why consumer purchase, how they use product, and the benefits the product provides<br />Satisfaction<br />Brand Loyalty<br />Handicap parking for disabilities<br />
  13. 13. Target Market<br />Point of Difference<br />Distinguishes its product from other competitors<br />Look at other sports team<br />Question why some people prefer to go to other games<br />
  14. 14. Marketing Objectives <br />What are the marketing objectives relative to the target market?<br />Must relate to target market<br />Efficiently market to target market<br />
  15. 15. Marketing Objectives <br />Geographic<br />Lower mainland<br />Urban families becoming more common<br />Watching sports as a social event<br />Capture lower mainland’s attention<br />Create awareness for Whitecaps<br />
  16. 16. Marketing Objectives <br />Demographics<br />18 to 45 with disposable income<br />Income plays huge role<br />Increase ticket sales revenue<br />Maslow Hierarchy of Needs<br />Physiological and Safety needs<br />Create interest for newer generation while maintaining older generation’s interest and preferences<br />
  17. 17. Marketing Objectives <br />Psychographic<br />Healthier lifestyle<br />Children obesity<br />Youth clubs and summer camps<br />Create loyalty for parents<br />Provide activities to capture interest to increase seasonal ticket sales<br />
  18. 18. Marketing Objectives <br />Psychographic<br />About 10.9% of obese British Columbian were surveyed and 7% of the 10.9% were between the ages of two and seventeen in 2007 <br />
  19. 19. Marketing Objectives <br />Behaviouristic<br />How can the game benefit consumers?<br />Atmosphere in stadium<br />Sit/stand while watching games<br />Make noises<br />Increase brand loyalty within the consumer<br />Determining how product can benefit them<br />Increase returning fans<br />
  20. 20. Strategic Marketing Plan<br />How are we going to promote Whitecaps through the process of marketing?<br />Increase the number of annual seasonal ticket sales<br />Appeal to new and upcoming generations<br />Strategies in developing marketing plan: Produce, Price, Place and Promotion<br />
  21. 21.
  22. 22. Strategic Marketing Plan<br />Product Strategy<br />Different ranges of ticket prices 2011<br />Seven Packages/levels<br />$319 to $1482<br />Most Expensive season tickets<br />Minimize cost<br />Differentiation Strategy<br />Family Platinum Package<br />Two Adult, two children<br />
  23. 23. Strategic Marketing Plan<br />Product Strategy<br />Branding of the team<br />Appealing image<br />Team and sport increase fan base<br />Canadian, social and competitive entertainment<br />Pride<br />
  24. 24. Strategic Marketing Plan<br />Pricing Strategy<br />Minimal level introduction<br />Marketing Penetration approach<br />Economic Forces:<br />Most influential factors<br />Increase taxation<br />Competitive forces:<br />Canucks and BC lions<br />Attachment to teams<br />
  25. 25. Strategic Marketing Plan<br />Pricing Strategy<br />Difficult for average person to purchase<br />Lower each package by at least $20<br />Family Platinum Package goal $750<br />Approx: $9.86<br />Begins with teal > <br />First come first serve<br />
  26. 26. Strategic Marketing Plan<br />Distribution Strategy<br />Marketing Channel<br />Decide appropriate marketing channel to meet target market<br />Cost-efficient and profitable results<br />Technological Advancements and Focus<br />Internet and Ticketmaster<br />Awareness shown throughout our strategic promotional strategy<br />
  27. 27. Strategic Marketing Plan<br />Promotional Strategy<br />Pull Strategy<br />Directly advertising to our consumer<br />Advertisements on TV and social networking<br />Relationship with potential consumers<br />YouTube competition<br />Winner: Dual seasonal pass in Yellow Section<br />8 ½ by 11” magazine ad featured in Georgia Strait<br />Sponsorship deal with Georgia strait<br />
  28. 28. Strategic Marketing Plan<br />Promotional Strategy<br />Personal selling to increase awareness and build relationship<br />Ability to sell product on personal level<br />Women role models to help Personal selling<br />PR and marketing department train<br />PR maintaining brand image as positive<br />Difficulty addressing outrage from Whitecaps fan<br />Reassure public price are being lowered and changed<br />
  29. 29. Strategic Marketing Plan<br />Promotional Strategy<br />Consumer promotions/Sales promotions<br />YouTube contest to draw huge audience<br />Hyper and Awareness for team and game<br />Direct Response<br />Internet<br />Sign up for email blasts<br />Promote product, contests, ETC.<br />Notifications by mails<br />
  30. 30. Budget<br />What is a budget?<br />Financial plan that allows organization to keep track of cash inflows<br />Balanced budget, budget surplus, and budget deficit<br />
  31. 31. Budget<br />Advantages:<br />Coordinate activities among departments<br />Identify organization’s resources, revenues and activities<br />Improved allocation of resources<br />Give businesses a clear picture on carrying their activities<br />
  32. 32. Budget<br />Disadvantages<br />Time-consuming<br />May not work according to plan<br />Limit and restrict business from making changes<br />Predictions and does not take in account changes in economy<br />
  33. 33. Budget<br />
  34. 34. Budget<br />
  35. 35. Evaluation and Control<br />What are the two methods we will use to measure the market plans’ success?<br />Anonymous survery<br />Age groups<br />Comparing Finance and budget from last and current year<br />Increase Revenue Sale? Decrease Revenue Sale?<br />
  36. 36. Evaluation and Control<br />What are the two methods we will use to measure the market plans’ success?<br />Researching and Analyzing<br />Possible contract with affiliates<br />Determine target market and audience<br />Better view on how our strategic plans’ goals and objectives affect target market<br />Communication<br />Accurate information for concise way<br />
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