A high level overview of the health of Golf in South Korea

1. SPORTS
ENTERTAINMENT
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KOREA
FEB 2010
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2. Section 1
SPORTS
LANDSCAPE
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3. Passion is the lens we use to measure motivation and behaviour
Our qualitative research uncovered that the behaviours and involvement levels in sports
and entertainment are driven by the underlying passion for the sports or entertainment
‘brand’. It also painted a clear picture of different passion levels from the fanatic to the
disinterested. This model of engagement can be used by sponsors or marketers to develop
effective strategies.
1. Fanatics
1. Fanatics 2. Fans
2. Fans 3. Disinterested
3. Disinterested
Devotion and eternal
Devotion and eternal Consistent enthusiasm
Consistent enthusiasm Low level of enthusiasm
Low level of enthusiasm
optimism
optimism
Based on Passion score of 5 or 4 Based on Passion score of 3 Based on Passion score of 2 or 1
Q. Please indicate your level of passion where 1 = not at all and 5 = very passionate
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4. Golf in Korea ranks 7th in terms of total Fanatics with Football and Baseball battling
for the position of Korea’s major sport
Passion Levels Sports
15 18
32 36 32
40 48 44 46
22 20 50 50 54
59
70
% 34 36
31
33 32
27 27 31
63 62 31 31
21
35 19
33 32 26 25 24 23 23 19 19 16 11
F o o t ba ll B a s e ba ll B a s k e t ba ll R unning Swim m ing B a dm int o n G o lf T a ble S k iing V o lle yba ll M a rt ia l A rt s T e nnis G ym na s t ic s F o rm ula 1
/ So ccer / J o gging t e nnis / P ing
Po
Fanatics (5 or 4) Fans ( 3 ) Disinterested (2 or 1)
Q. Please indicate your level of passion for each of the sports? 1=not at all; 5=very Base: All Chinese; n= n=1043
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5. Daegu, Deajeon and Seoul are the strongest Regions for Golf in terms of Passion
and Participation
Fanatical Passion Levels (Location) % of scores of 4 or 5
Seoul %
Daejeon %
Passion 29
Participation 11 Passion 29
Participation 8
Seoul
Incheon
Incheon %
Daegu %
Passion 25
Participation 3 Passion 31
Daejeon
Participation 13
Daegu
Busan
Gwangiu
Gwangiu % Busan %
Passion 13 Passion 24
Participation n/a
Participation 10
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6. Not surprisingly Golf skews heavily towards an older and male
demographic
Regular Participation by Age Passion by Age
(2010) (2010) 37%
14%
29%
10%
11%
2%
16-29 30-44 45 plus 16-29 30-44 45 plus
Participation by Gender Passion by Gender
(2010) (2010)
12% 30%
20%
4%
Male Female Male Female
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7. Against ‘all people’ Golf scores highly on several brand image attributes. From an
image perspective Korea is the strongest market in Asia for Golf
CONSERVATIVE INNOVATIVE KOREAN EXCITING POPULAR
1 Golf 29% Formula 1 35% Martial Arts Football 59%
35% Baseball 77%
Martial Arts 23% Martial
2 Swimming 18% Football 30% 34% Football 75%
Arts
3 Tennis 21% Football 18% Baseball 28% Formula 1 32% Basketball 43%
17% Skiing 15% Golf
4 Gymnastics 12% Skiing Badminton 21% 27%
Running / Baseball 10% Table Baseball 12%
5 12% 16% Skiing 22%
Jogging Tennis
ON THE WAY UP LOSING RELEVANCE FUN HAS INTEGRITY ACCESSIBLE
1 Football 48% Gymnastics 19% Baseball 59% Football 37% Basketball 52%
2 Baseball 41% Football 54% Running/ 47%
Formula 1 18% Marital Arts 26% Jogging
3 Golf 21% Table Basketball 34% Baseball 20% Baseball 45%
18%
Tennis
Marital 25% Skiing 14%
Swimming 19% 16% Skiing Badminton 35%
4
Arts
Running/J
Basketball 24% Swimming 23% 13% Football
5 Golf 15% ogging 35%
Q. Which of these sports do you associate with each of the statements? Base: All Chinese; n=522
gemba SPORTS AND ENTERTAINMENT REPORT © 2010 GEMBA GROUP 6

8. Against ‘all people’ Golf scores highly on several brand image attributes. From
an image perspective Korea is the strongest market in Asia for Golf
COOL DANGEROUS FOR YOUNG PEOPLE FOR OLDER PEOPLE
1 Martial Skiing 47% Golf 37%
Football 42% 48%
Arts
2 Football 44% Running/ 31%
Skiing 40% Formula 1 45%
Jogging
3 Skiing 38% Formula 1 29% Badminton 25%
Swimming 33%
Table
Football 36% Basketball 28% 14%
4 Formula 1 29% tennis
Gymnastics 8% Baseball 25% Swimming 13%
5 Tennis 28%
BORING INTERNATIONAL CARES FOR COMMUNITY EXCLUSIVE
1 Golf 38% Football 70% Football 43% Golf 45%
Running/
2 36% Golf 59% Baseball 33% Formula 1 28%
Jogging
Gymnastics 24%
3 Baseball 41% Basketball 26% Tennis 27%
Tennis
Soccer 12%
24% Table
4 Tennis 32% Golf 26% 21%
Tennis
Table Martial
5 11% Formula 1 28% Volleyball 16% 21%
Tennis Arts
Q. Which of these sports do you associate with each of the statements? Base: All Chinese; n=522
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9. Contact Us
gemba Hong Kong
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100 Queens Rd
Central
t: +852 3180 9386
m: +852 6385 0607
e: sarah@thegembagroup.com
w: www.thegembagroup.com
Melbourne Sydney Hong Kong
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