Reviving united


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How to revive Manchester United in the marketing way.

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Reviving united

  1. 1. Case : Bringing back the Glory Team Manager Vinit Gandhi SIBM Pune
  2. 2. The “SIR FERGUSON” Era Perfect Mix of Players Persistence & Discipline Changing room charge up Hair Dryer Treatment Aura that makes one outperform Possession play Tactical Expertise Manchester United Franchise worth was $3.2 billion.
  3. 3. New captain to the boat – David Moyes Series of Losses Out of FA Cup, Capital One Cup, Standing 7th in EPL Plummeting Share Value Manchester united shares have lost £150 million of value Losing Dominance Smaller clubs have started defeating united Serious Issues Worst start In last 30 years Dependence on Star Players United is heavily dependent on its star players Champions League Threat Repercussions possible
  4. 4. Ageing Team • Defense has already taken a hit due to ageing problem • Major contracts ending or players retiring Champions League • If United does not end up in top 4 of EPL, it would cost them their shot at Champions League. • Problems with Sponsorships • Problems with player signings Increasing Debts • Huge debts £389m was the figure in November 2013. • TV Revenues would drop if team underperforms • Loss in Merchandising revenues Immediate Issues
  5. 5. Using the P’s - Product The major problem is Team Performance. The strategy revolves around improving team performance Post Sir Alex Ferguson, the team dynamics have changed. A lot of changes are needed The team faces the problem of an ageing lineup. The attacking patterns of teams have largely changed. The diamond formation is now the latest trend and the winger and flank attack game is now outdated Revival Strategy Inspired by Sir Alex Ferguson + Tweaked for current situation
  6. 6. Using the P’s - ProductDefense Strategy Centre Back Dilemma Ferdinand (Age-35 yrs.) Vidic (Last 6 months of contract) Defense Speed hassle Patrice Evra (Age 32 yrs. Too slow for a left back) Continuous switching of Defense strategy Phil Jones and Jonny Evans have been constantly on and off the field Proposals • Centre Back Suggestions - Ezequiel Garay (Bunficca) Nicholas otamendi (FC Porto Defender) • Left Back options – Luke Shaw – Southampton player. Fabio Contrao – Real Madrid does not need him and wants to come to united • Line up suggestions – Make Phil Jones and Jonny Evans as a part of playing 11. Let them settle in the team.
  7. 7. Using the P’s - ProductMid Field Strategy Scholes Impact United has not been able to fill in for retirement of Paul Scholes Lacking Creativity The Mid field lacks creativity. A player that creates opportunities, is strategically sound and has excellent control. Winger Strategy is dated Sir Ferguson mastered this formation, however the game has changed Proposals • Formation shift (Diamond formation) With current game dynamics, shifting to the “4-3-1-2” formation in games seems ideal. • Filling the gaps – Getting a midfielder Prospects – Toni Kroos(Bayern), Fredy Guarin(Inter Milan),Koke(Atletico Madrid), Ander Herrera(Athletico Bilbao) • Line up suggestions – Train Adnan Januzaj to perform as attacking midfielder Ideal midfield – Carrick, New Player, Januzaj
  8. 8. Using the P’s - ProductThe Attack Strategy Proposals : • Getting the act right Make Juan Mata play as the attacking midfielder. Rooney and Van persie as the Strikers. Other Proposals : • Extras Valencia, Nani, Anderson, Hernandez are players that would not fit in the new strategy. Decisions must be taken to mold them in the game or end their contracts. LB – New Player RB – Fabio Da Silva LCB – Jonny Evans RCB – Phil Jones CM – New Player (Creative Midfield) RCM – Carrick LCM - Januzaj CF – Juan Mata LS – Rooney RS – Van Persie
  9. 9. Using the P’s - Place Scouting Focus : The team scouts need to be at the right place to capitalize on the right talent Ensuring consistency: United needs to find their place in the top 4 teams of EPL in short run United in the current season has not lived to that expectation 12 home matches. Won 6, Lost 4, Draw 2. These are poor numbers which when compared to teams topping charts say a different story Using the P’s - Price Debt carried by United since the Glazer takeover had cost the club more than $1.1 billion in interest, bank fees and other charges. Last year, the club paid about £50m in interest alone. Operating costs were £90.2m - an increase of £15.4m. Training focus: Increase spend on training players and youth academy training. Selling Players: United should sell off players like Nani, Valentia, Anderson & reduce debt
  10. 10. Using the P’s – Promotions Manchester United has been in News for all the wrong reasons. Fans have started worrying about the future of the club and they need conviction Advertisement revenues, sponsorships, merchandise sales and TV broadcasting rights depend on Fan following and viewership. Proposal to run a massive ad campaign across television channels to get the fans back. The theme should be “For Glory” and should extend an emotional appeal to the fans of United. The signing of Juan Mata and other transfers should be leveraged to create a positive sentiment and the same should be depicted by the teams performance on the field
  11. 11. WearepreparingforGlory..Are youwithus? Backtheteam.. whentheyneedit the most
  12. 12. Key Takeaways Leave no doubts on who is the boss Lead by Example Long term view Use the Bottom Up Team building approach Reinvent yourself – from a micromanager to a people leader Innovative, Visionary thinking Ability to motivate Be ready for the future. The pipeline guy. Performance comes before loyalty Believe in your instincts Succession Planning
  13. 13. I've never played for a draw in my life. -Sir Alex Ferguson