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Australian Rugby Union
Australian Rugby Union
Australian Rugby Union
Australian Rugby Union
Australian Rugby Union
Australian Rugby Union
Australian Rugby Union
Australian Rugby Union
Australian Rugby Union
Australian Rugby Union
Australian Rugby Union
Australian Rugby Union
Australian Rugby Union
Australian Rugby Union
Australian Rugby Union
Australian Rugby Union
Australian Rugby Union
Australian Rugby Union
Australian Rugby Union
Australian Rugby Union
Australian Rugby Union
Australian Rugby Union
Australian Rugby Union
Australian Rugby Union
Australian Rugby Union
Australian Rugby Union
Australian Rugby Union
Australian Rugby Union
Australian Rugby Union
Australian Rugby Union
Australian Rugby Union
Australian Rugby Union
Australian Rugby Union
Australian Rugby Union
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Australian Rugby Union

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

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

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  • 1. AUSTRALIAN RUGBY UNION LIMITED<br />By:<br />Lauren Baker<br />Marin Dell<br />Thomas Haugen<br />Robert Messer<br />
  • 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. 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. 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. 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. Management<br />
  • 7. Web-plan <br />
  • 8. MARKETING<br />Butterflies<br />
  • 9. PRODUCT/SERVICE DESCRIPTION<br /><ul><li>Australia Description:
  • 10. Heavily saturated
  • 11. Competed in all of the six Rugby World Cups
  • 12. Rugby is one of the nation's favorite pastimes
  • 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. United States Description:
  • 15. US won the gold medal in 1924 at the Paris Olympics
  • 16. US can qualify for 2016 Olympics in Rio de Janeiro
  • 17. USA Rugby is the main governing body of rugby activities for players and fans www.usarugby.org
  • 18. Global Description:
  • 19. Rugby is well established in over 120 countries worldwide
  • 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. Japan will host the 2019 World Cup
  • 22. first country outside of traditional playing areas to host the event
  • 23. viewed by the IRB as an opportunity for rugby union to extend its reach
  • 24. International Rugby Board (IRB)
  • 25. currently 95 full members and eight associate member countries
  • 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. COMPETITION?<br /><ul><li>Main competitor is Football
  • 28. Market Rugby with football not against
  • 29. Market the inherent advantages that rugby has over football:
  • 30. Pace
  • 31. Hard hits
  • 32. Game is humanized
  • 33. High scoring ability
  • 34. Rules are easy to learn</li></li></ul><li>SWOT ANALYSIS<br />
  • 35. STRENGTHS<br /><ul><li>huge potential market in the US
  • 36. state of the art facilities
  • 37. clear vision of the market need
  • 38. Sponsorship
  • 39. Culture
  • 40. Heritage
  • 41. Pride
  • 42. unity</li></li></ul><li>WEAKNESSES<br /><ul><li>uncertainty of US acceptance of rugby
  • 43. costs associated with entering the US market
  • 44. individualistic nature of the US market
  • 45. difficulty associated with trying to penetrate a highly saturated sports industry</li></li></ul><li><ul><li>GLOBALIZATION
  • 46. EASE OF TRAVEL AND ACCESS TO NEW MARKETS</li></ul>OPPORTUNITIES<br />
  • 47. THREATS<br /><ul><li>Competition with other global sports like soccer
  • 48. Competition with other US sports
  • 49. NASCAR
  • 50. Basketball
  • 51. Baseball
  • 52. Ice Hockey
  • 53. Football</li></li></ul><li>GLOBAL EXPANSION<br />How to expand ARU globally?<br />
  • 54. AIRPORT PROMOTIONS<br /><ul><li>25-65 million people pass through Sydney Int’l Airport annually
  • 55. Ticket promotions and giveaways
  • 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. GRASSROOTS CAMPAIGNS<br /><ul><li>Developing Countries
  • 58. Good Faith
  • 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.
  • 61. WE DRINK ALMOST AS MUCH BEER AS AUSTRALIA!!!<br />
  • 62.
  • 63. SPONSORSHIP<br /><ul><li>Product giveaways
  • 64. Commentators at the event
  • 65. ARU teams –vs.- USA Rugby teams</li></li></ul><li>YOUTH <br />INITIATIVE<br /><ul><li>Partner with USA Rugby
  • 66. Help provide basic equipment
  • 67. Social campaigns to help teach kids about rugby</li></li></ul><li>EVENT<br /><ul><li>Teams:
  • 68. International
  • 69. 2 rivals
  • 70. Excellent match
  • 71. Ireland –vs.- UK
  • 72. NZ –vs.- OZ
  • 73. Location:
  • 74. Chicago
  • 75. Make-up for loss of 2016 Olympics
  • 76. Sport fanatic city
  • 77. Not partial to one sport
  • 78. Obama can attend and condone rugby
  • 79. Sponsor:
  • 80. Airline
  • 81. International carrier
  • 82. Package deals for fans
  • 83. Date:
  • 84. Before next World Cup, but before the 2016 Olympics
  • 85. Introduce the sport to US on an international level
  • 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. 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. RIO DE JANEIRO<br />
  • 89. REGIONAL EXPANSION<br />How to expand and enhance in Australia?<br />
  • 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.
  • 92. 1 billion people own smartphones<br />"I want an app for my union!“<br />Rugby Game for iPhone<br />
  • 93. WE’RE NOT PISSING IN YOUR POCKET…THIS CAN WORK!!!<br />

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