This document provides an executive summary and marketing strategy for Atlético de Madrid Women's Football to increase global awareness and engagement. It analyzes the club's situation, competitors, brand, target markets, and proposes a €300,000 marketing plan focused on social media, stadium activities, training, and merchandise to help expand the brand internationally.
From Theatre of Dreams to Pink Power_abstract_englishClaudio Ballor
This document provides an abstract of Claudio Ballor's 2004/2005 degree thesis comparing the marketing strategies of Manchester United PLC and U.S. Città di Palermo football clubs. The thesis examines how Manchester United pioneered a business model of diversification, commercialization, and global brand building to achieve financial success, while Palermo is attempting to adopt similar strategies under new ownership. It analyzes factors like player development, coaching stability, fan engagement, and corporate structure to understand Manchester United's sustained competitive advantage. The research aims to determine if Palermo can apply lessons from Manchester United to better monetize its large fanbase and establish a stable business model.
FC Kairat Digital Media Plan Group 4 FinalVikram John
The digital media plan follows on from the benchmarking exercise with ideas and actions that Kairat can use to increase engagement with fans of Social Media platforms, drive more traffic to its website. The increased engagement is oriented towards translating into greater revenue and mobilisation of support for the club.
The document outlines Stockport County Football Club's plans to return the club to stability and sustainability over the next five years. The club aims to achieve four main priorities: stability, sustainability, acquiring their stadium (Edgeley Park), and success on the pitch. They plan to improve the club's financial position, strengthen their youth academy and scouting programs, and work towards promotion back to the Football League by 2020. The club invites input from supporters and stakeholders on their proposed roadmap to return Stockport County to its former standing.
This document discusses the opportunities for investment and development of professional football in India. It notes that investment is needed to build world-class infrastructure like stadiums and academies to develop talent and generate revenue. Establishing successful professional football clubs and academies in India could create profitable global brands, help India qualify for the FIFA World Cup, and realize the vast potential for football in India and Asia. The document outlines factors to consider and support that could be provided to help investors establish sustainable professional football businesses.
Manchester united investor slides august 2014Frank Ragol
The document is an investor presentation for Manchester United covering the period of July/August 2014. It highlights Manchester United's strong brand and global fanbase as the foundation for continued revenue growth across matchday, broadcasting, sponsorship, retail and new media. Financial results for the 2014 fiscal year are estimated to show record revenue of £429-434 million and adjusted EBITDA of £128-130 million, representing growth of over 25% from the prior year. Long term commercial contracts such as the kit deal with Adidas provide revenue visibility through 2025.
1. Manchester United remains the world's most valuable football brand, worth $1.17 billion, despite a weak season on the pitch.
2. Leicester City had the fastest growing brand value after their unexpected Premier League title, up 132% to $237 million and 16th overall.
3. Real Madrid's brand value grew 32% to $1.148 billion after another Champions League title, closing the gap on Manchester United for the top spot.
Analysis of external communication media of the companyGeorgeDolezal
Wal-Mart uses various media to develop its reputation. It rates highly in visibility, transparency and consistency on its website which contains extensive company and product information. Its annual reports also score well by providing detailed financial and strategic information for shareholders. Wal-Mart aims to increase distinctiveness and transparency through targeted local TV ads and campaigns explaining its positive impact. It communicates regularly with shareholders through financial reports and investor-focused sections of its website and apps. Wal-Mart has been most successful engaging customers on Facebook and Twitter by frequently posting various content and responding to users.
Nike maintained its position as the world's most valuable apparel brand, with its brand value increasing 16% to $32.4 billion. Zara moved into second place, surpassing H&M which fell to fourth due to struggles with excess inventory. Uniqlo saw the largest growth of any top 10 brand at 48% as its international expansion succeeds. Rolex had the strongest brand rating in the sector with an elite AAA+ score, demonstrating luxury brands' focus on brand strength.
From Theatre of Dreams to Pink Power_abstract_englishClaudio Ballor
This document provides an abstract of Claudio Ballor's 2004/2005 degree thesis comparing the marketing strategies of Manchester United PLC and U.S. Città di Palermo football clubs. The thesis examines how Manchester United pioneered a business model of diversification, commercialization, and global brand building to achieve financial success, while Palermo is attempting to adopt similar strategies under new ownership. It analyzes factors like player development, coaching stability, fan engagement, and corporate structure to understand Manchester United's sustained competitive advantage. The research aims to determine if Palermo can apply lessons from Manchester United to better monetize its large fanbase and establish a stable business model.
FC Kairat Digital Media Plan Group 4 FinalVikram John
The digital media plan follows on from the benchmarking exercise with ideas and actions that Kairat can use to increase engagement with fans of Social Media platforms, drive more traffic to its website. The increased engagement is oriented towards translating into greater revenue and mobilisation of support for the club.
The document outlines Stockport County Football Club's plans to return the club to stability and sustainability over the next five years. The club aims to achieve four main priorities: stability, sustainability, acquiring their stadium (Edgeley Park), and success on the pitch. They plan to improve the club's financial position, strengthen their youth academy and scouting programs, and work towards promotion back to the Football League by 2020. The club invites input from supporters and stakeholders on their proposed roadmap to return Stockport County to its former standing.
This document discusses the opportunities for investment and development of professional football in India. It notes that investment is needed to build world-class infrastructure like stadiums and academies to develop talent and generate revenue. Establishing successful professional football clubs and academies in India could create profitable global brands, help India qualify for the FIFA World Cup, and realize the vast potential for football in India and Asia. The document outlines factors to consider and support that could be provided to help investors establish sustainable professional football businesses.
Manchester united investor slides august 2014Frank Ragol
The document is an investor presentation for Manchester United covering the period of July/August 2014. It highlights Manchester United's strong brand and global fanbase as the foundation for continued revenue growth across matchday, broadcasting, sponsorship, retail and new media. Financial results for the 2014 fiscal year are estimated to show record revenue of £429-434 million and adjusted EBITDA of £128-130 million, representing growth of over 25% from the prior year. Long term commercial contracts such as the kit deal with Adidas provide revenue visibility through 2025.
1. Manchester United remains the world's most valuable football brand, worth $1.17 billion, despite a weak season on the pitch.
2. Leicester City had the fastest growing brand value after their unexpected Premier League title, up 132% to $237 million and 16th overall.
3. Real Madrid's brand value grew 32% to $1.148 billion after another Champions League title, closing the gap on Manchester United for the top spot.
Analysis of external communication media of the companyGeorgeDolezal
Wal-Mart uses various media to develop its reputation. It rates highly in visibility, transparency and consistency on its website which contains extensive company and product information. Its annual reports also score well by providing detailed financial and strategic information for shareholders. Wal-Mart aims to increase distinctiveness and transparency through targeted local TV ads and campaigns explaining its positive impact. It communicates regularly with shareholders through financial reports and investor-focused sections of its website and apps. Wal-Mart has been most successful engaging customers on Facebook and Twitter by frequently posting various content and responding to users.
Nike maintained its position as the world's most valuable apparel brand, with its brand value increasing 16% to $32.4 billion. Zara moved into second place, surpassing H&M which fell to fourth due to struggles with excess inventory. Uniqlo saw the largest growth of any top 10 brand at 48% as its international expansion succeeds. Rolex had the strongest brand rating in the sector with an elite AAA+ score, demonstrating luxury brands' focus on brand strength.
Business Doctors USA was formed in 2016 to develop and operate a franchise consulting business in the US providing services to small and medium-sized businesses. The company was founded by Jim Fleck and Tige Johnson, who have over 40 years of combined experience in consulting, legal, and professional services. Business Doctors USA will recruit and train franchisees to provide SMEs with strategic planning, cash flow forecasting, management structures, training, and other services to help them achieve their goals. Initially the company will target financially successful professionals and business owners in the US to become franchisees, then plans to expand throughout North and South America. The proceeds from an offering will be used to customize franchise materials, formalize training programs, market
This document provides an overview and disclaimer for a presentation on General Shopping Brasil. It notes that the presentation contains forward-looking statements subject to many risks and uncertainties. Any opinions expressed in the material are as of the date and General Shopping is not obligated to update the information. Recipients should consult their own advisers and make independent investment decisions. The agenda then outlines sections on the sector overview, company overview, and financial performance.
AtmanCo Inc is on the fast track to become a Canadian leader in interactive solutions. Montreal-based AtmanCo has embarked on ambitious internal and acquisition growth strategy for the years to come.
Lincoln National Corporation's 2004 annual report summarizes the company's strong financial performance in 2004. The company reached record levels of gross deposits and net flows, demonstrating the company's ability to attract new business and retain existing customers. The company benefited from an economic upturn as well as its focus on product excellence, distribution reach, and brand strength. Looking ahead, the company is optimistic about its future prospects due to the large retirement savings needs of aging baby boomers and its product offerings that are well-positioned to meet those needs.
This document is Wal-Mart's 2004 annual report which highlights the company's financial performance and discusses initiatives around jobs, community involvement, suppliers, and customers. It features stories about Wal-Mart associates who have benefited from the company's health insurance and career opportunities. The report discusses Wal-Mart's commitment to diversity and communicating its positive impact. The Chairman's letter emphasizes the company's dedication to high standards of conduct and making necessary changes.
Ry Apparel Inc. presented its investor presentation outlining its strategic plan and financial projections. The presentation highlighted 5 milestones for success including consistent store openings, geographic expansion, category expansion, community engagement, and improving gross margins. Financial forecasts projected revenue to grow from $3 million in 2017 to over $129 million in 2022 as the number of stores increased from 5 to 29. The presentation positioned Ryu to capitalize on the growing active lifestyle market through its integrated retail approach.
This document contains forward-looking statements regarding General Shopping Brasil and its subsidiaries that are subject to risks and uncertainties. It provides an overview of the Brazilian shopping mall sector, General Shopping Brasil's portfolio and growth strategy, and its financial performance in 3Q09. The key points are:
- The Brazilian shopping mall sector is fragmented and has significant room for growth compared to other countries.
- General Shopping Brasil has pursued a diversified growth strategy including acquisitions, greenfields, and expansions, growing its GLA over 322% since 2006.
- In 3Q09, the company saw increases in gross revenue, rent revenue per square meter, and services revenue per square meter compared to
Grant Thornton - Focus on Football Finance UKGrant Thornton
In this briefing we cover UEFA’s Financial Fair Play Regulations, we consider FIFA’s increasing demands on the clubs to release their highly-paid players for international duties, we look at the reasons behind Manchester United’s decision to seek to sell shares in Singapore and we comment on the monies that the Premiership Clubs receive from the sale of media rights.
Final version strategic_management_good_one (2)karimrado
The document discusses Manchester United's strategic management. It analyzes their environment through a PESTEL analysis and Porter's Five Forces. It examines their mass market and business market customers using Bowman's Strategy Clock. It maps their product development, market penetration, market development, and diversification using Ansoff's Matrix. It proposes scenario planning and diversification to stabilize revenues and support future growth as Manchester United operates in an uncertain field affected by economic cycles and sports results.
Sewells Group ADCI Report (India) - End of Oct-Dec 2014 QuarterSewells MSXI
Sewells Group Automotive Dealer Confidence Index (ADCI) Survey indicates tempering of dealer optimism across all vehicle categories. Optimism levels across vehicle categories have tempered slightly as compared to the results at the end of the previous quarter. That said, the index at the end of 2014 represents a substantially more optimistic sentiment than at the start of the year.
Conheça na apresentação abaixo, qual minha sugestão para solução dos problemas levantados acima sobre o Santander, nessa estratégia de marketing esportivo.
FC Barcelona and Real Madrid have become two of the most lucrative sports franchises in the world due to reconstructing their business models to focus on new media and globalization. They have capitalized on the growth of internet users and social media platforms to expand their fan bases worldwide. Real Madrid specifically underwent a change starting in 2000 led by President Florentino Perez to focus on acquiring star players through huge transfer fees and sharing marketing revenues to become the most valuable sports brand, generating over €276 million by 2005. Both clubs have globalized themselves while maintaining local roots to achieve unprecedented commercial success.
The document discusses football (soccer) as a brand and business. It notes that the top football clubs generate hundreds of millions in annual revenue, with labor costs accounting for 70% of expenses. Popularity of football is increasing globally as evidenced by rising viewership of major tournaments. Maintaining customer relationships and fan loyalty is important for clubs given the lasting loyalty of fans from generation to generation. Emerging technologies like social media and mobile marketing provide new opportunities to directly engage with fans.
Sports Sponsorship – A cost effective investment for your brandFuture Thinking
Sports fans are bombarded with brand messages and campaigns across all forms of media; from team, stadia and TV sponsorship to mobile, social media and online collateral. As a result, measuring, evaluating and predicting advertising and sponsorship campaign effectiveness to optimise your sponsorship portfolio has become increasingly complex. With so many investment opportunities to choose from, how do brands ensure their sponsorship portfolio enables them to reach the highest number of people within their target markets for the most cost effective investment? Earlier this year, SPA Future Thinking conducted an online study to find out where and how sports sponsorship deals are achieving cut through with fans.
Download our complimentary guide which highlights:
- Scale of return – the effectiveness of multiple sports sponsorship.
- Spontaneous brand association – who do fans really remember?
- Successful partnerships – opportunities for rights holders and brands.
- Evaluating sports sponsorships – how to successfully measure campaigns.
- Beyond sponsorship – understanding the wider role of research in sport.
Here at SPA Future Thinking we help a wide variety of companies; from sports brands, regulatory bodies, media agencies and broadcasters, to understand how to optimise the effectiveness of their sponsorship campaigns. Our range of solutions includes the launch of Campaign Optimiser 2.0 which identifies which platforms used have impacted most on campaign awareness, appeal and call to action.
For more information on understanding sponsorship please call/email Suzy Aronstam on +44 (0) 207 843 9777 or suzy.aronstam@spafuturethinking.com.
This document summarizes the 2015-2016 season review from Brandtix Sports, which provides brand value indexing for sports teams and athletes. Some of the key findings include:
1) Leicester City saw the largest increase in social media fans over the past three months of any Premier League club, gaining 4.2 million new fans.
2) Barcelona and Real Madrid dominated the top European teams brand value rankings, combining for 39% of the total social media following of the top 20 clubs.
3) Cristiano Ronaldo has the highest individual brand value and social media following of any player, with over 211 million fans across platforms.
FC Bayern München has overtaken Manchester United to become the world's most valuable football brand at $860 million. Bayern achieved domestic and European success on the pitch in 2012/13, boosting revenues from matchday, media, and commercial streams. Off the pitch, Bayern has strong ownership ties to sponsors like Audi and Adidas, generating over €200 million annually in commercial revenues. As the top club in Germany's largest economy, Bayern has leveraged commercial deals to maximize its position while maintaining financial stability and profitability.
Real Madrid topped the Money League for the ninth consecutive year with revenues of €518.9 million. Bayern Munich rose to third place due to Champions League and domestic success, generating €480.6 million. Paris Saint-Germain placed fifth, the highest for a French club, with over €400 million in revenue. Galatasaray and Fenerbahçe placed 16th and 18th respectively, the first time two non-big five league clubs have placed in the top 20 since 2005-2006. Overall revenues for the top 20 clubs grew 8% to €5.4 billion for 2012-2013.
Understanding clients and their needs is important for marketing. Bayern Munich understands fans needs by keeping ticket prices low. Understanding the market allows tailoring products and communication. Everton got fan input on a new badge. SWOT analysis evaluates strengths, weaknesses, opportunities and threats of projects. Audience profiling obtains demographic and preference data to target advertising. The marketing mix consists of product, price, place and promotion elements. Coca-Cola uses various materials like trucks and product placements.
Understanding clients and their needs is important for marketing. Bayern Munich understands their clients needs by keeping ticket prices low. SWOT analysis is a useful tool for market analysis as it identifies strengths, weaknesses, opportunities and threats. Audience profiling involves gathering demographic information to understand a target audience. The 4 Ps of marketing are product, price, place and promotion. Coca-Cola uses a wide range of marketing materials from advertisements to product placement.
With the aim of asserting its position as the home of the Barclays premier league, Sky Sports and MediaCom set out to make sure consumers weren’t swayed by BT Sport’s offer.
This document discusses Manchester United as both a successful football club and global brand. It outlines how Manchester United has built a brand value of £789 million through on-field success, legendary players, and a loyal worldwide fan base of 659 million supporters. A key part of Manchester United's brand strategy has been lucrative sponsorship deals, including a record £750 million deal with Adidas. This sponsorship demonstrates how the football club and brand are effectively managed and marketed to generate substantial revenues and further strengthen Manchester United's position as the world's most valuable football brand.
Business Doctors USA was formed in 2016 to develop and operate a franchise consulting business in the US providing services to small and medium-sized businesses. The company was founded by Jim Fleck and Tige Johnson, who have over 40 years of combined experience in consulting, legal, and professional services. Business Doctors USA will recruit and train franchisees to provide SMEs with strategic planning, cash flow forecasting, management structures, training, and other services to help them achieve their goals. Initially the company will target financially successful professionals and business owners in the US to become franchisees, then plans to expand throughout North and South America. The proceeds from an offering will be used to customize franchise materials, formalize training programs, market
This document provides an overview and disclaimer for a presentation on General Shopping Brasil. It notes that the presentation contains forward-looking statements subject to many risks and uncertainties. Any opinions expressed in the material are as of the date and General Shopping is not obligated to update the information. Recipients should consult their own advisers and make independent investment decisions. The agenda then outlines sections on the sector overview, company overview, and financial performance.
AtmanCo Inc is on the fast track to become a Canadian leader in interactive solutions. Montreal-based AtmanCo has embarked on ambitious internal and acquisition growth strategy for the years to come.
Lincoln National Corporation's 2004 annual report summarizes the company's strong financial performance in 2004. The company reached record levels of gross deposits and net flows, demonstrating the company's ability to attract new business and retain existing customers. The company benefited from an economic upturn as well as its focus on product excellence, distribution reach, and brand strength. Looking ahead, the company is optimistic about its future prospects due to the large retirement savings needs of aging baby boomers and its product offerings that are well-positioned to meet those needs.
This document is Wal-Mart's 2004 annual report which highlights the company's financial performance and discusses initiatives around jobs, community involvement, suppliers, and customers. It features stories about Wal-Mart associates who have benefited from the company's health insurance and career opportunities. The report discusses Wal-Mart's commitment to diversity and communicating its positive impact. The Chairman's letter emphasizes the company's dedication to high standards of conduct and making necessary changes.
Ry Apparel Inc. presented its investor presentation outlining its strategic plan and financial projections. The presentation highlighted 5 milestones for success including consistent store openings, geographic expansion, category expansion, community engagement, and improving gross margins. Financial forecasts projected revenue to grow from $3 million in 2017 to over $129 million in 2022 as the number of stores increased from 5 to 29. The presentation positioned Ryu to capitalize on the growing active lifestyle market through its integrated retail approach.
This document contains forward-looking statements regarding General Shopping Brasil and its subsidiaries that are subject to risks and uncertainties. It provides an overview of the Brazilian shopping mall sector, General Shopping Brasil's portfolio and growth strategy, and its financial performance in 3Q09. The key points are:
- The Brazilian shopping mall sector is fragmented and has significant room for growth compared to other countries.
- General Shopping Brasil has pursued a diversified growth strategy including acquisitions, greenfields, and expansions, growing its GLA over 322% since 2006.
- In 3Q09, the company saw increases in gross revenue, rent revenue per square meter, and services revenue per square meter compared to
Grant Thornton - Focus on Football Finance UKGrant Thornton
In this briefing we cover UEFA’s Financial Fair Play Regulations, we consider FIFA’s increasing demands on the clubs to release their highly-paid players for international duties, we look at the reasons behind Manchester United’s decision to seek to sell shares in Singapore and we comment on the monies that the Premiership Clubs receive from the sale of media rights.
Final version strategic_management_good_one (2)karimrado
The document discusses Manchester United's strategic management. It analyzes their environment through a PESTEL analysis and Porter's Five Forces. It examines their mass market and business market customers using Bowman's Strategy Clock. It maps their product development, market penetration, market development, and diversification using Ansoff's Matrix. It proposes scenario planning and diversification to stabilize revenues and support future growth as Manchester United operates in an uncertain field affected by economic cycles and sports results.
Sewells Group ADCI Report (India) - End of Oct-Dec 2014 QuarterSewells MSXI
Sewells Group Automotive Dealer Confidence Index (ADCI) Survey indicates tempering of dealer optimism across all vehicle categories. Optimism levels across vehicle categories have tempered slightly as compared to the results at the end of the previous quarter. That said, the index at the end of 2014 represents a substantially more optimistic sentiment than at the start of the year.
Conheça na apresentação abaixo, qual minha sugestão para solução dos problemas levantados acima sobre o Santander, nessa estratégia de marketing esportivo.
FC Barcelona and Real Madrid have become two of the most lucrative sports franchises in the world due to reconstructing their business models to focus on new media and globalization. They have capitalized on the growth of internet users and social media platforms to expand their fan bases worldwide. Real Madrid specifically underwent a change starting in 2000 led by President Florentino Perez to focus on acquiring star players through huge transfer fees and sharing marketing revenues to become the most valuable sports brand, generating over €276 million by 2005. Both clubs have globalized themselves while maintaining local roots to achieve unprecedented commercial success.
The document discusses football (soccer) as a brand and business. It notes that the top football clubs generate hundreds of millions in annual revenue, with labor costs accounting for 70% of expenses. Popularity of football is increasing globally as evidenced by rising viewership of major tournaments. Maintaining customer relationships and fan loyalty is important for clubs given the lasting loyalty of fans from generation to generation. Emerging technologies like social media and mobile marketing provide new opportunities to directly engage with fans.
Sports Sponsorship – A cost effective investment for your brandFuture Thinking
Sports fans are bombarded with brand messages and campaigns across all forms of media; from team, stadia and TV sponsorship to mobile, social media and online collateral. As a result, measuring, evaluating and predicting advertising and sponsorship campaign effectiveness to optimise your sponsorship portfolio has become increasingly complex. With so many investment opportunities to choose from, how do brands ensure their sponsorship portfolio enables them to reach the highest number of people within their target markets for the most cost effective investment? Earlier this year, SPA Future Thinking conducted an online study to find out where and how sports sponsorship deals are achieving cut through with fans.
Download our complimentary guide which highlights:
- Scale of return – the effectiveness of multiple sports sponsorship.
- Spontaneous brand association – who do fans really remember?
- Successful partnerships – opportunities for rights holders and brands.
- Evaluating sports sponsorships – how to successfully measure campaigns.
- Beyond sponsorship – understanding the wider role of research in sport.
Here at SPA Future Thinking we help a wide variety of companies; from sports brands, regulatory bodies, media agencies and broadcasters, to understand how to optimise the effectiveness of their sponsorship campaigns. Our range of solutions includes the launch of Campaign Optimiser 2.0 which identifies which platforms used have impacted most on campaign awareness, appeal and call to action.
For more information on understanding sponsorship please call/email Suzy Aronstam on +44 (0) 207 843 9777 or suzy.aronstam@spafuturethinking.com.
This document summarizes the 2015-2016 season review from Brandtix Sports, which provides brand value indexing for sports teams and athletes. Some of the key findings include:
1) Leicester City saw the largest increase in social media fans over the past three months of any Premier League club, gaining 4.2 million new fans.
2) Barcelona and Real Madrid dominated the top European teams brand value rankings, combining for 39% of the total social media following of the top 20 clubs.
3) Cristiano Ronaldo has the highest individual brand value and social media following of any player, with over 211 million fans across platforms.
FC Bayern München has overtaken Manchester United to become the world's most valuable football brand at $860 million. Bayern achieved domestic and European success on the pitch in 2012/13, boosting revenues from matchday, media, and commercial streams. Off the pitch, Bayern has strong ownership ties to sponsors like Audi and Adidas, generating over €200 million annually in commercial revenues. As the top club in Germany's largest economy, Bayern has leveraged commercial deals to maximize its position while maintaining financial stability and profitability.
Real Madrid topped the Money League for the ninth consecutive year with revenues of €518.9 million. Bayern Munich rose to third place due to Champions League and domestic success, generating €480.6 million. Paris Saint-Germain placed fifth, the highest for a French club, with over €400 million in revenue. Galatasaray and Fenerbahçe placed 16th and 18th respectively, the first time two non-big five league clubs have placed in the top 20 since 2005-2006. Overall revenues for the top 20 clubs grew 8% to €5.4 billion for 2012-2013.
Understanding clients and their needs is important for marketing. Bayern Munich understands fans needs by keeping ticket prices low. Understanding the market allows tailoring products and communication. Everton got fan input on a new badge. SWOT analysis evaluates strengths, weaknesses, opportunities and threats of projects. Audience profiling obtains demographic and preference data to target advertising. The marketing mix consists of product, price, place and promotion elements. Coca-Cola uses various materials like trucks and product placements.
Understanding clients and their needs is important for marketing. Bayern Munich understands their clients needs by keeping ticket prices low. SWOT analysis is a useful tool for market analysis as it identifies strengths, weaknesses, opportunities and threats. Audience profiling involves gathering demographic information to understand a target audience. The 4 Ps of marketing are product, price, place and promotion. Coca-Cola uses a wide range of marketing materials from advertisements to product placement.
With the aim of asserting its position as the home of the Barclays premier league, Sky Sports and MediaCom set out to make sure consumers weren’t swayed by BT Sport’s offer.
This document discusses Manchester United as both a successful football club and global brand. It outlines how Manchester United has built a brand value of £789 million through on-field success, legendary players, and a loyal worldwide fan base of 659 million supporters. A key part of Manchester United's brand strategy has been lucrative sponsorship deals, including a record £750 million deal with Adidas. This sponsorship demonstrates how the football club and brand are effectively managed and marketed to generate substantial revenues and further strengthen Manchester United's position as the world's most valuable football brand.
The document is Orlando City's 2020 marketing plan. It begins with an executive summary noting that Orlando City is a professional soccer team entering its sixth season that prides itself on bringing the Orlando community together around soccer. It then outlines that the plan will research demographics to target new fans, conduct a SWOT analysis, and set marketing objectives like increasing season ticket holders and brand awareness. The plan details Orlando City's target customers as millennials and Gen Z aged 18-30, provides a SWOT analysis, and outlines the unique selling proposition, pricing strategy, distribution plan, offers, marketing materials, and promotions strategy.
Banco Santander to sponsor UEFA Champions LeagueBANCO SANTANDER
Banco Santander will become an official sponsor of the UEFA Champions League. The agreement begins next season (2018/19) and runs for three years to 2020/21.The UEFA Champions League is the world’s most prestigious football club competition, with mass audiences in Santander’s main markets in Europe and the Americas. The UEFA Champions League final is also the most viewed annual sporting event, watched live by more than 160 million people. The competition has more than 100 million followers in social media.
Анализ основан на балансовых и годовых отчетах, публикуемых клубами, а также на других авторитетных источниках информации, таких как УЕФА, The Financial Times, Bloomberg, Yahoo Finance, Forbes, Transfermarkt и Hoovers. Для этого издания анализируемый финансовый год был 2017-18.
Deloitte - All to Play for Football Money League 2013 - Sport Business Groupjeremylepaulbinet
Real Madrid generated over €500 million in revenues for the first time in 2011/12, becoming the first club in any sport to surpass that revenue threshold in a single year. They maintained the top spot in the Money League rankings for an eighth consecutive year. Manchester City climbed five spots to seventh place thanks to revenue growth of over 50% as their investment in players led them to their first Premier League title. While all the top 20 clubs were from Europe's 'big five' leagues, clubs from emerging markets like Brazil and clubs hosting upcoming World Cups have potential to challenge European dominance in future Money League rankings.
SATTA MATKA SATTA FAST RESULT KALYAN TOP MATKA RESULT KALYAN SATTA MATKA FAST RESULT MILAN RATAN RAJDHANI MAIN BAZAR MATKA FAST TIPS RESULT MATKA CHART JODI CHART PANEL CHART FREE FIX GAME SATTAMATKA ! MATKA MOBI SATTA 143 spboss.in TOP NO1 RESULT FULL RATE MATKA ONLINE GAME PLAY BY APP SPBOSS
The Genesis of BriansClub.cm Famous Dark WEb PlatformSabaaSudozai
BriansClub.cm, a famous platform on the dark web, has become one of the most infamous carding marketplaces, specializing in the sale of stolen credit card data.
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....Lacey Max
“After being the most listed dog breed in the United States for 31
years in a row, the Labrador Retriever has dropped to second place
in the American Kennel Club's annual survey of the country's most
popular canines. The French Bulldog is the new top dog in the
United States as of 2022. The stylish puppy has ascended the
rankings in rapid time despite having health concerns and limited
color choices.”
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN CHART KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART
𝐔𝐧𝐯𝐞𝐢𝐥 𝐭𝐡𝐞 𝐅𝐮𝐭𝐮𝐫𝐞 𝐨𝐟 𝐄𝐧𝐞𝐫𝐠𝐲 𝐄𝐟𝐟𝐢𝐜𝐢𝐞𝐧𝐜𝐲 𝐰𝐢𝐭𝐡 𝐍𝐄𝐖𝐍𝐓𝐈𝐃𝐄’𝐬 𝐋𝐚𝐭𝐞𝐬𝐭 𝐎𝐟𝐟𝐞𝐫𝐢𝐧𝐠𝐬
Explore the details in our newly released product manual, which showcases NEWNTIDE's advanced heat pump technologies. Delve into our energy-efficient and eco-friendly solutions tailored for diverse global markets.
Part 2 Deep Dive: Navigating the 2024 Slowdownjeffkluth1
Introduction
The global retail industry has weathered numerous storms, with the financial crisis of 2008 serving as a poignant reminder of the sector's resilience and adaptability. However, as we navigate the complex landscape of 2024, retailers face a unique set of challenges that demand innovative strategies and a fundamental shift in mindset. This white paper contrasts the impact of the 2008 recession on the retail sector with the current headwinds retailers are grappling with, while offering a comprehensive roadmap for success in this new paradigm.
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date.
Key highlights include Microsoft's Digital Transformation Framework, which focuses on driving innovation and efficiency, and McKinsey's Ten Guiding Principles, which provide strategic insights for successful digital transformation. Additionally, Forrester's framework emphasizes enhancing customer experiences and modernizing IT infrastructure, while IDC's MaturityScape helps assess and develop organizational digital maturity. MIT's framework explores cutting-edge strategies for achieving digital success.
These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
Frameworks/Models included:
Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
DXC Technology’s Digital Transformation Framework
The BCG Strategy Palette
McKinsey’s Digital Transformation Framework
Digital Transformation Compass
Four Levels of Digital Maturity
Design Thinking Framework
Business Model Canvas
Customer Journey Map
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2. An opportunity for a
Global Positioning of
Atlético de Madrid
Women’s Football.
3. Contents
Executive Summary
Situation Analysis
Competitor Analysis
Brand Audit
Marketing Strategy
Segmentation
Target Market
Positioning
Value Proposition
Buyer Persona
Marketing Tactics
Plan Implementation Calendar
Appendix
00
01
02
03
05
06
08
09
10
11
12
21
22
Carlo Renzini, Eva Fernández, Hugo Pavía,
Marcelo Salazar, Maxime Raskin
Authors
February 23rd 2020
Professors
Maria Paz Menendez Escandon
Dushinka Karani
Date
4. 00
EXECUTIVE SUMMARY
Atletico de Madrid women’s team was founded in 2001 and have now been competing in the Primera
Iberdrola League. This is the highest competition level for women’s football in Spain. Atletico Femenino is
one of the most iconic national women’s team and holds the title of the largest attendance to a game at
Wanda Metropolitano on the 18th of March 2019.
These achievements portrays the potential of this female football club for global expansion and penetration.
After extensive primary and secondary market research it can be concluded that Atlético de Madrid
Femenino primary objective will most certainly increase awareness and engagement hence, sales too. This
will be done through our initiatives such as the sustainable merchandise related to the team. With our
€300'000 budget, €200'000 will be allocated to the online channel to promote mostly on social media. The
remaining €100'000 will be distributed towards the offline channel including; stadium activities, short
bootcamp training and souvenir shops which will aid us to reach the expansion goal of the report.
5. Atlético de Madrid is known as one of the
third most recognized clubs with domestic
9 league titles just behind Real Madrid and
Barcelona and with counted fan clubs up to
17 countries all over the world. Additionally
along with Real Madrid, they have been
known for the only Spanish team that has
been world champion and hence build a
name and reputation by winning the
intercontinental cup back in 1975.
Atlético de Madrid The current market for
women’s football team worth of
sponsorship is globally been estimated to
been undervalued by an estimate of more
than 1 billion euros according to the
independent brand valuation consultancy
brand finance. As displayed with the salaries
of players the large disparity between
current and potential sponsorship for
women’s football team highlights and
reflects the funding gap that Atlético de
Madrid is facing. Trends continue to arise
toward women’s playing football as shown
with the 1+ billion viewers and over million
tickets sold for the FIFA women’s world cup
2019 which demonstrated real
opportunities for Atlético de Madrid
women’s team.
In order to analyse the sets of
components involved in the marketing of
football, it is key to define to whom the
marketing actions are directed thus who is
the target audience of Atlético de Madrid
women’s football club to later analyse how
to maximise benefits of it. It is important to
firstly understand that football consumers
present an element that differentiates them
from the majority of consumers of products
and service because they are driven by
emotions. Football is a sport that draws
passion from millions of people from around
the world. We will discuss the typology of
consumers based on their degree of
“football fans”, establishing a large group in
which the main differences reflected are in
emotional aspects. The first typology of
consumers are the true fans of Atlético de
Madrid women’s team and this person
shows more loyalty to the club, shows more
passion for him and defends only a specific
team, going to stadium with a sole purpose
of seeing Atlético de Madrid win over.
Atlético de Madrid has shown to have
taken advantage of this by attracting
subscribers to which the number 1 club
member would receive baskets of present
from different sponsorships. Among other
possible recruitment activities done by
Atlético de Madrid was when an agreement
with Canal+ so that if a person bought a
game at the ox office of the team he
entered a raffle for tickets to go to the
stadium to see the next match. Overall
Atlético de Madrid Target audience are fans
which are mostly families and young adults
with age between 18 to 34 (appendix 2.2)
with a strong purchasing power and belief
and attitudes which revolves around sports
and nutrition. Parallel interest of fans have
revealed interest in boxing and basketball.
Therefore brands targeting football fans
can also reach out to them through
sponsoring basketball teams or boxers.
SITUATION ANALYSIS
01
6. COMPETITOR ANALYSIS
As represented in the
scoreboard with
exception of the big 2
the gap between score
points differs from 2-3
points only. This
highlights that only
Atletico de Madrid and
FC Barcelona are scoring
far above the other
team which reveals that
budget does affect
performance.
This also reveals and
shows that as the club
increase its training and
budget towards the
women team it will be
able to grow in visibility
it will encounter new
competitors from
countries outside of
Spain such as Arsenal
women’s team or
Chelsea women’s team
which will give the club
greater visibility and
awareness towards the
club from outside of
Spain. These
competitors can be
turned into
opportunities for a club
like Atletico de Madrid
which can gain from
press and TV coverage
that will increase overall
word of mouth towards
the women’s club.
The biggest existing competitor of
Atletico de Madrid women’s team is
firstly FC Barcelona. Its most
vulnerable competitor would be
considered FC Barcelona because it
has been an established club for over
120 years with a very strong fan base
and name that they have maintained
throughout the years. Its second
biggest competitor is levante because
the team has invested a big portion of
its budget into its female team. This
allows the team to allocate its budget
into thorough training sessions
allowing them to only be 2 points
behind in terms of classification even
though its overall market value is only
about 1/7 of the Market value of
Atletico de Madrid. Other competitors
of Atletico de Madrid include Athletic
Bilbao, Logroño and Real Sociedad. All
the competitors are Spanish clubs
with all similar market value with
exception of FC Barcelona and
Atletico de Madrid with higher market
02
7. From our marketing plan,
we have identified Atletico
de Madrid women’s team
vision which is to grow the
brand firstly in Spain by
expanding its
sponsorships to enlarge
the opportunities to then
later on expand the team
worldwide. Our target
consumers are primarily
for males of all ages, who
play football in the past or
currently and to which has
identified and follows the
football codes. More
precisely our target
consumers for our offline
channel are firstly males
from 18-40 years, have a
common passion which is
football and are
considered entertainment
enthusiasts and
considered as fans of
celebrity players. Secondly
our target consumers are
also women ranging from
18-40 years who are
categorized as extreme
sports fans and/or
participants. Target
consumers for our online
channel component of this
offering will appeal to
lower purchasing power
and hence to a younger
audience and with target
consumers of female
interest towards football.
These target consumers
are categorized from
15-25 years old and are
considered as Football
fanatics and sports
enthusiasts. Lastly, the
target consumer for this
channel also included
males and females from
25-40 years old and are
mostly families.
BRAND AUDIT
Atletico de Madrid
women’s team on their
hand work extensively
on providing a game
full of action and
diversity while keeping
the football standards
to a maximum. Its
objective is to
entertain while keeping
a competitive aspect
by competing with
clubs from all over
Spain.
From our extensive
brand analysis and
competitor analysis we
came to realise that
most consumers found
a high value for money
when purchasing a
ticket for Atletico de
Madrid women’s team
over a competitive
brand and have
mentioned that the
game was very
affordable. 03
8. Additionally Quality has also
been ranked by consumers as
high perceived quality in
terms of the service Atletico
offers but also in terms of its
food and beverage and
overall quality of the place.
However some consumers
mentioned having room for
improvement as they would
like to see more games being
played in the Wanda
Metropolitano to enhance the
quality of its service. Lastly
from extensive market
research we came to the
conclusion that consumers
had similar opinions on its
reliability and service of
Atletico de Madrid women’s
team as being generally well
executed by the brand.
For the brand positioning,
from the extensive market
research we came to realize
that FC Barcelona performed
best in terms of quality and
high price. This also reveals
that Atletico de Madrid
women’s team still has a place
to increase its price and keep
its quality and thus increase
its revenues and overall profit.
The brand positioning also
reveals that Atletico de
Madrid with FC Barcelona have
higher perceived value and
over the other club as
reflected in the graph which
also explains why they are
able to charge a higher price
thus increasing their overall
profit. However one point to
which Atletico de Madrid
needs to pay close attention
to is when increasing the
overall price of tickets the
club has to make sure it will
be able to maintain and even
further improve its quality
offering to outcompete its
closest competitor of FC
Barcelona.
Lastly to conclude the brand audit
we can see that Atletico de
Madrid and FC Barcelona market
value is much higher than the 4
other existing competitors which
highlights the difference in budget
allocated towards those teams.
As reflected in blue in the graph
above we assumed that 10% of
the whole budget would be
allocated towards the women’s
team and reflect that for a team
like Atletico de Madrid 10%
represents nearly the whole
budget of Levante which
highlights that Atletico de Madrid
has much greater potential in
terms of positive changes it can
bring to the club. The objective of
Atletico de Madrid women’s team
is to grasp these opportunities
such as increase its sponsorship
and increasing the price of tickets
and opening more regularly the
Wanda Stadium to thus increase
the overall perceived value
towards the brand while increasing
its profit.
04
10. SEGMENTATION
Atlético de Madrid's primary
objective would be to target
consumers based on their
lifestyle choices such as
nutrition and sports and their
attitudes towards “viewing a
football game” (appendix 2.1).
The main group Atlético de
Madrid advertise for selling its
tickets is for “serious football
fanatics” (appendix 2.2) or
someone who prefers an
upscale viewing experience.
Our intended age group are
aspirational fanatics towards
football with age groups of 35
and above, although a large
majority of its customers are
young adults and with a high
concentration of them being
female.
Atlético de Madrid seeks
customers with an income of
90,000 and above to be able
to charge different prices for
its different seating areas.
However, most of its
customers make around
25,000 and above as
mentioned “I make around
25,000” (appendix 2.3). The
way Atlético de Madrid
advertises itself to these
specific age groups is through
commercials and promotional
material as well as social media
presence to reflect women’s
presence and dominance in the
football industry as reflected in
their outstanding
performance.
Customers that prefer Atlético
de Madrid over other women’s
football teams (appendix 2.4)
like Barcelona have mentioned
supporting the individual
athletes themselves
increasingly over the team
itself. This result shows that
the athletes are seen as
aspirational to their fans and
reflect positive results for the
growth of Atlético de Madrid to
transform their athletes into
icons. The main target
segments are youth and the
young urban family. These
young urban families are more
attracted to action and the
ambiance revolving around a
football game. Most families
have mentioned not coming for
the match itself but rather for
the ambiance and activities
included around and
throughout the game as
mentioned when “I do not only
come to watch the players
play, I come to have a good
time” (appendix 2.5).
“I do not only come
to watch the players
play, I come to have a
good time”.
06
01 PSYCHOGRAPHIC AND BEHAVIOURAL
11. To add on another target market
that is less present in the crowds
yet plays an important role in the
growth of Atlético de Madrid are
the social viewers and these are
mainly corporate users who take
sports as a tool for networking.
Not necessarily loyal to any team
yet this group spends a lot of
money on corporate suites and
related services on behalf of
their company. These individuals
follow luxurious lifestyles and
have some degree of education
with defined goals and values.
Atlético de Madrid’s objective
should be focused on retaining
those strong purchasing power
by offering various discounts and
promotions in order to introduce
them to women’s games.
Lastly, Atlético de Madrid target
customers are its online users
who follow the games through
social media, TV and third-party
platforms. These users are
usually Generation Z and are
younger individuals who still find
a strong interest in the games
and the players. These users'
social status is usually medium
with an active lifestyle and has
defined personality traits. These
users also find interest in sports.
Majority of these users have
mentioned watching illegally
streaming football in Spain men's
games due to the fact that
“football players make enough
money” or “Access through
other means is too
expensive” (appendix 2.6) which
highlights that these users have
limited spending power yet want
to watch the games.
07
12. 08
TARGET MARKET02
Atlético de Madrid has a niche market to
approach that is people with a shared
interest in sports and/or sport watching and
provides them with a unique experience of
enjoying the games in a more memorable
and appealing way than other football clubs.
The targeting strategy to achieve this is
specifically targeting consumers who have
deep passions and ambitions towards any
kind of sports so that they become fans and
build loyalty towards the club. In order to do
that, aggressive marketing targeting this
niche is crucial. Raising awareness of how
special the experience of watching Atlético
Femenino is and providing them with
constant information of the game dates and
times is what will make them want to attend
the games. This can also increase our word
of mouth by thorough marketing and
therefore increase our game attendance.
Additionally, an important proposition is
targeting betting companies such as bet365
as a big part of people who watch sports is
because they can bet against/for a team to
which they believe in. The whole betting
market forces consumers to fully watch the
games and therefore endorse the match and
if their team wins it will, therefore, increase
loyalty towards the club. Moreover, by
acquiring more sponsorships rewards/
salaries for players when they win will
increase.
This would increase attraction towards the
sports as there would be more budget to
spend and prove to younger women who are
interested in the game that there is
potential to make a real career out of
football. Also, including sponsoring by
celebrities will serve as a psychological
marketing tactic to engage people in going
to games. Lastly, our aim is to target media
agencies. As we are living in a digital world,
people are decreasingly watching TV and
now following sports directly from their
computer. For these reasons, we need to
aim at targeting media agencies such as
Twitch, Youtube Live or even Facebook live
to allow our brand to be more accessible
from anywhere in the world thus increasing
brand awareness and loyalty.
CONCENTRATED/NICHE TARGETING
13. 09
POSITIONING
USP
Reasons to
believe
Emotional
benefitsFunctional
Benefits
Insights
Personality
Values
TargetAudience
Competitors
Company’s roots
03
Medium level
of income
Atlético de Madrid was
founded by Athletic de
Bilbao in 1903 and has
achieved to be the third
football club with more
national winning titles.
FC Barcelona
Levante
Athletic Bilbao
Real Betis
Real Sociedad
Good team performance
Great experience at Stadium
Leisure
Sense of belonging
“MY team won. WE won.”
“I feel happier after
watching a game”
Joyful
Sportive
Fun
Human
Develop and foster sport values
Social education
Equality
Club’s culture preservation
“A team that will make you have the best experience in every game”
Feasibility
Practicability
Service
“Atlético de Madrid is
Like a family”
14. VALUE PROPOSITION04
For sports fanatics who support a team or a member of the
team, Atlético de Madrid Femenino positions itself by
offering a dynamic and diversified sports game accompanied
by leisure and interactive activities together with appealing
amenities. Strives towards delivering dynamic sports
entertainment and memorable experiences, creating the
game ambience that motivate people to attend the games.
10
16. 12
MARKETING
TACTICS
Atlético de Madrid is a significantly powerful brand
that has the right and necessary means to engage
customers and convert the women’s football team
into a globally recognized one. The vital main factor
missing is the marketing strategy approach and
focus and therefore this report proposes an
improvement in this matter.
17. Firstly, product improvement is
crucial for the brand’s expansion
and visibility. Therefore, we
proposed the development in
collaboration with sponsor Nike, of
a new sport equipment for the
female team which will be part of
the sustainable line the Nike
launched. This factor adds value
to the brand image and given
Nike’s success and
acknowledgement all around the
world, Atlético de Madrid
Femenino will certainly experience
a global reach when Nike designs
the football club’s shirt within
their new sustainable line of
products. Necessary visibility in
the club’s physical stores is vital
and women’s division shirts should
not be regarded as a secondary
purchase in comparison to men’s
shirts. We propose the same kind
of advertisement for both female
and male teams on every physical
store, including visibility and
awareness of the female team
members.
Furthermore, the creation of a
small league of around two weeks
between female football teams of
schools and universities playing at
Wanda Alcalá de Henares implies a
development of products in a
significant way, allowing sportive
younger women to be involved in
a personal way with Atlético de
Madrid which will benefit the team
with regards to customer
engagement and growth. This also
has a positive effect in terms of
Place, considering that families
and friends of students playing will
go to the Stadium to enjoy the
league. The revenue streams will
come from the game entrance
tickets (which will not be costly)
and the costs
Moreover, the partnership with
FIFA EA in order to introduce the
women’s team will add value and
visibility to the club.
13
18. With regards to Place, one other
big offering to which Atletico de
Madrid had to work on improving
is its media coverage by trying to
partner and purchase a TV
channel to broadcast its matches
on its own channel and increasing
its rights to broadcast to
numerous other channels at
different prices. This would allow
the brand to raise brand
awareness and minimize
confusions on where games can
be watched online and also
increasing the overall prestige of
the brand itself. Also, in spite of
the small capacity of their main
stadium compared to the Wanda
Metropolitano, they have had
peaks of performance with
attendance of up to 330,000 for
Atletico de Madrid women’s
team. This shows the potential of
the club and how powerful it can
be if good marketing tactics are
present. Therefore, possible
future physical expansion for the
club would be to change and host
more games in the Wanda
Metropolitano (opening just one
or two rings) which would allow
the club to host a larger
percentage of spectators, and
therefore expand visibility,
engagement and sales both B2B
and B2C. This is also a great way
of female games’ promotion
since an incredible amount of
Atlético de Madrid fans and
potential fans attend the Wanda
Metropolitano each month for
men’s games. The club also has
several fan clubs located all
around Spain which allows the
club to get more word of mouth
(appendix 2.3). Additionally,
because of the remote location
of the Stadium, it is very difficult
for customers to get there given
the lack of public transport.
Atlético de Madrid needs to have
multiple bus lines throughout
Madrid that lead to the Stadium
in order to motivate people to go
since many people result in not
going to the Stadium because of
the location and the lack of
transport. By implementing a
variation of bus lines, people will
feel more encouraged to go to
the games which will, again,
increase sales, customer
engagement and reach. The
details of the bus lines and
schedules should also need to be
very easy to find and well
explained on the Atlético de
Madrid webpage.
14
19. To add, the implications on Price
due to our propositions will be the
following. We believe that the
club should be able to leverage
higher level of profits by
increasing its membership prices
by 10% which would largely
increase their overall profit
margins. Lastly, product licensing
is also a significant part of
Atletico de Madrid pricing model
should work on increasing its
product and merchandise
licensing with various resellers
across the globe to increase its
revenue stream and diversify its
earnings. Additionally, other
pricing structures are from its
sponsorships, image rights, social
media and TV rights. All these are
external sources of revenues to
which Atletico de Madrid women
club objective should be to
increase its number of
sponsorships to rewards players
thus increasing the competitive
aspect of playing at a professional
league and to inspire others. We
also believe that Atlético
Femenino should increase its
social media by creating
giveaways and recaps on games
for users to feel a real interest in
following the team. Also, by
regulating the price and imposing
a ‘steady’ fee for all games
(excluding semi-finals and finals,
where markups can and should be
increased), Atlético De Madrid
Women’s Division will be attaching
a monetary obligation (that is not
exceedingly high) and thereby
correlating this sport as an
equally important investment as
the men’s division, yet more
economically accessible (prices
for men’s games usually round
the figures of 45 euros). One of
the recurring problems, is that
the ticketing is often handed out
for free or at exceedingly low
prices in order to increase the
affluence of people in the
grandstands. This technique was
seen when the women’s teams
managed to fill out the Wanda
Stadium (60,739 people)
attended the stadium during the
Atlético de Madrid vs Barcelona
clash (March 17th, 2019). While
this is most definitely an
impressive feat, it is time to start
moderately monetizing the use of
Wanda installation as a mention
of the power to the Women’s
team. Taking into account that
the functionality of opening up
the Wanda for a game is much
more expensive than the use of
Alcalá de Henares, it becomes
only logical to charge more for
the game and the experience.
15
20. Lastly, in order to successfully
expand the visibility of Atlético de
Madrid Femenino, thorough Promotion
is necessary since it is the main
means to achieve it and therefore,
most of the marketing budget should
be destined to this matter. Given the
lack of communication about game
dates of Atlético Femenino we
propose significantly improving
member’s email marketing reminders.
Another reason why many people
don’t find it so motivating and
appealing to go to a women’s game,
in comparison to a male’s game,
because they don’t have any special
personality they follow or that they
know they certainly want to watch
play. The proposal of the creation of
TV commercials to promote their
team and their members will make
the audience aware of the team’s
core values, strengths and potential
which will encourage them to become
a part of the team’s family. To tackle
the second reason, the creation of
icons within the team is also a very
important factor. Selecting a
potential iconic football player from
the team and creating a brand image
and a personal brand through that
player. In order to do this, we
propose carrying out several personal
interviews on TV and newspapers, the
creation of a documentary on the
difficulties to become a female
football player and to show the
personal and human part of the
player, which is what will make the
public empathize with them. We
propose the collaboration with
Audiovisual Communication students
of Universities (such as Complutense
or TAI) to build up the documentary.
This way, no costs will be implied and
we would be creating visibility of the
team towards the students. Social
media improvement is also a crucial
recommendation for the brand,
mainly Facebook and Instagram, by
creating advertisements and making
them visible within the platforms
whenever there is a game coming up
or any other important event the
team is conducting. Also, becoming
strong in TikTok App is a proposal
that will certainly improve visibility.
The introduction of TV Screens at
Alcalá de Henares to create ambience
and to encourage people to use the
hashtag #AtletiFemenino (appendix
4ps) has implications on the Product
too since it adds value and creates
motivation which will attract more
people. Furthermore, a way of
including younger people (and most
likely their family too) into our
potential customers is by having a
team going to schools around Madrid
and doing raffles in order to get free
tickets to a game. Finally, with the
purpose of motivating people to join
club membership and to keep the
current members motivated to come
to the games, providing members
with a prize to the club’s most loyal
women’s game attendants would
most likely be a successful way to
engage with them. We propose
offering them a free year training in
the Atlético de Madrid Academy,
allowing them to bring a companion
to each game for free and a meet and
greet with the women from the team,
each according to the ranking of the
most loyal customers.
16