Australian Rugby Union

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Presentation for Matt Brand, Head of Marketing at the Australian Rugby Union, in Sydney, Australia

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Australian Rugby Union

  1. 1. AUSTRALIAN RUGBY UNION LIMITED<br />By:<br />Lauren Baker<br />Marin Dell<br />Thomas Haugen<br />Robert Messer<br />
  2. 2. OBJECTIVES<br />1.  Increase ARU's global opportunities. <br />2.  Penetrate the US market and create growth opportunity. <br />3.  Expand and Enhance the Australian experience. <br />Get Ready to Rumble!<br />
  3. 3. MISSION STATEMENT<br />The Mission of the Australian Rugby Union Limited is to manage, serve, and promote The Game of Rugby globally, at all levels of play; to assist member teams and participants in their various forms of involvement with The Game; to adhere to all The Laws of The Game; and to encourage and facilitate the involvement of as many people as possible in Rugby activities.<br />
  4. 4. KEYS TO SUCCESS<br />1.  Strong Global Brand. <br />2.  Balanced Product and Services Portfolio.  <br />3.  Global Presence.  <br />4.  Established Global Sales Organization.  <br />5.  Integrated Supply Chain and Sourcing Organizations. <br />6.  Innovative Research and Product Development.    <br />7.  Positioned to Benefit from Long-term Demographic Trends. <br />
  5. 5. Australian Rugby Union Limited operates as a governing body of Rugby Union in Australia.  Its primary activities include promotion, efficiency, progress, development, and general control of the game of rugby.  <br />PRODUCT & SERVICE SUMMARY<br />
  6. 6. Management<br />
  7. 7. Web-plan <br />
  8. 8. MARKETING<br />Butterflies<br />
  9. 9. PRODUCT/SERVICE DESCRIPTION<br /><ul><li>Australia Description:
  10. 10. Heavily saturated
  11. 11. Competed in all of the six Rugby World Cups
  12. 12. Rugby is one of the nation's favorite pastimes
  13. 13. Seven former players have been inducted into the International Rugby Hall of Fame; one of which has been inducted into the International Rugby Board Hall of Fame
  14. 14. United States Description:
  15. 15. US won the gold medal in 1924 at the Paris Olympics
  16. 16. US can qualify for 2016 Olympics in Rio de Janeiro
  17. 17. USA Rugby is the main governing body of rugby activities for players and fans www.usarugby.org
  18. 18. Global Description:
  19. 19. Rugby is well established in over 120 countries worldwide
  20. 20. The main countries include Australia, Argentina, Cook Islands, England, Fiji, France, Georgia, Ireland, Italy, Japan, Madagascar, New Zealand, Niue, Namibia, Romania, Samoa, Scotland, South Africa, Tonga, and Wales, Andorra, Barbados, Belgium, Bermuda, Brazil, Canada, Chile, Côte d'Ivoire, Czech Republic, Germany, Hong Kong, India, Kenya, Malaysia, Moldova, Morocco, The Netherlands, Pakistan, Papua New Guinea, Paraguay, Poland, Portugal, Russia, Singapore, South Korea, Spain, Sri Lanka, Tunisia, Uganda, Ukraine, Uruguay, United States, Zambia, and Zimbabwe
  21. 21. Japan will host the 2019 World Cup
  22. 22. first country outside of traditional playing areas to host the event
  23. 23. viewed by the IRB as an opportunity for rugby union to extend its reach
  24. 24. International Rugby Board (IRB)
  25. 25. currently 95 full members and eight associate member countries
  26. 26. rugby union is played in over 100 countries spanning six continents by men and women of all ages  </li></li></ul><li>COMPETITION<br />
  27. 27. COMPETITION?<br /><ul><li>Main competitor is Football
  28. 28. Market Rugby with football not against
  29. 29. Market the inherent advantages that rugby has over football:
  30. 30. Pace
  31. 31. Hard hits
  32. 32. Game is humanized
  33. 33. High scoring ability
  34. 34. Rules are easy to learn</li></li></ul><li>SWOT ANALYSIS<br />
  35. 35. STRENGTHS<br /><ul><li>huge potential market in the US
  36. 36. state of the art facilities
  37. 37. clear vision of the market need
  38. 38. Sponsorship
  39. 39. Culture
  40. 40. Heritage
  41. 41. Pride
  42. 42. unity</li></li></ul><li>WEAKNESSES<br /><ul><li>uncertainty of US acceptance of rugby
  43. 43. costs associated with entering the US market
  44. 44. individualistic nature of the US market
  45. 45. difficulty associated with trying to penetrate a highly saturated sports industry</li></li></ul><li><ul><li>GLOBALIZATION
  46. 46. EASE OF TRAVEL AND ACCESS TO NEW MARKETS</li></ul>OPPORTUNITIES<br />
  47. 47. THREATS<br /><ul><li>Competition with other global sports like soccer
  48. 48. Competition with other US sports
  49. 49. NASCAR
  50. 50. Basketball
  51. 51. Baseball
  52. 52. Ice Hockey
  53. 53. Football</li></li></ul><li>GLOBAL EXPANSION<br />How to expand ARU globally?<br />
  54. 54. AIRPORT PROMOTIONS<br /><ul><li>25-65 million people pass through Sydney Int’l Airport annually
  55. 55. Ticket promotions and giveaways
  56. 56. Marketing in terminals</li></ul>Sydney Wikitravel<br />25-65 million people pass through Sydney every year<br />World Flights Into Sydney 24 hour interval<br />
  57. 57. GRASSROOTS CAMPAIGNS<br /><ul><li>Developing Countries
  58. 58. Good Faith
  59. 59. Teach local children</li></li></ul><li>USA EXPANSION<br />4Strategies for how to tap into USA<br />Beer Sponsorship<br />Youth Initiative<br />Event<br />Olympics<br />
  60. 60.
  61. 61. WE DRINK ALMOST AS MUCH BEER AS AUSTRALIA!!!<br />
  62. 62.
  63. 63. SPONSORSHIP<br /><ul><li>Product giveaways
  64. 64. Commentators at the event
  65. 65. ARU teams –vs.- USA Rugby teams</li></li></ul><li>YOUTH <br />INITIATIVE<br /><ul><li>Partner with USA Rugby
  66. 66. Help provide basic equipment
  67. 67. Social campaigns to help teach kids about rugby</li></li></ul><li>EVENT<br /><ul><li>Teams:
  68. 68. International
  69. 69. 2 rivals
  70. 70. Excellent match
  71. 71. Ireland –vs.- UK
  72. 72. NZ –vs.- OZ
  73. 73. Location:
  74. 74. Chicago
  75. 75. Make-up for loss of 2016 Olympics
  76. 76. Sport fanatic city
  77. 77. Not partial to one sport
  78. 78. Obama can attend and condone rugby
  79. 79. Sponsor:
  80. 80. Airline
  81. 81. International carrier
  82. 82. Package deals for fans
  83. 83. Date:
  84. 84. Before next World Cup, but before the 2016 Olympics
  85. 85. Introduce the sport to US on an international level
  86. 86. Prepare US for Olympics</li></li></ul><li>OLYMPICS<br />"Football is a gentlemen's game played by thugs and rugby is a thug's game played by gentlemen"<br /><ul><li>Exploit US pride in sports
  87. 87. Partner with USA Rugby to maintain a long lasting relationship and to participate in matches regularly</li></li></ul><li>PARIS OLYMPICS<br />USA winning the gold at the last Olympic Rugby match in Antwerp at the Paris 1924 Olympic Games<br />
  88. 88. RIO DE JANEIRO<br />
  89. 89. REGIONAL EXPANSION<br />How to expand and enhance in Australia?<br />
  90. 90. STADIUM EXPERIENCE<br />Get people to the stadium through lower ticket prices and giveaways<br />Create lifetime fans from a great stadium experience<br />Exploit technology usage by stadium watchers<br />
  91. 91.
  92. 92. 1 billion people own smartphones<br />"I want an app for my union!“<br />Rugby Game for iPhone<br />
  93. 93. WE’RE NOT PISSING IN YOUR POCKET…THIS CAN WORK!!!<br />

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