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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 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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Michelle Wie

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