lech in reims 2007 (from 2002)
Post on 17-Nov-2014
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Key themes case study of football club relationship marketing
& relationship strategy customer management
& customer co-production value constellation loyalty development
Milestones in History of LECH- sporting achievements
Lech in Crisis
On the Pitch (relegation to the 2nd division) Off the Pitch (hooligans) Finance (debt of 3mln Euro) Organization (no management)
Pressure for change Sports Association dismiss old board New type of management board established KKS Lech Poznan SSA is being founded
On the Pitch (relegation to the 2nd division) Off the Pitch (hooligans) Finance (debt of 3mln Euro) Organization (no management)
Pressure for change Sports Association dismiss old board New type of management board established KKS Lech Poznan SSA is being founded
New Strategy of Lech
Short-term fire-fighting strategy Value Constellation (VC) Supporters as co-producers Adding value off the pitch Image re-building Public mission
Key Issues of RM Strategy
Taking the Bull By the HornsShort-term Fire-fighting Strategy
Peace! Let’s talk about it... New consensus found DIY security – poacher becomes a game-keeper Supporters club – Folks of Lech Cost reduction Debt restructuring Active fundraising & in-kind raising
Outcomes Lech stadium becomes safe. Attendance figures shoot up Improved cash-flow
Lech Management BoardAs Founder and Leader of VC
Initial Statements of VCWe All Play in One TeamLech is Our Pride and Our Common Goal Is to Make Our Lech Family No.1
Mission Statement of VCclaim: „We Want to Be Better”
Value ConstellationSubjects of Lech Poznań VC
KKS KKS Lech Lech
Poznan Poznan Sport Sport
AssocAssoc..
KKS KKS Lech Lech
Poznan Poznan Sport Sport
AssocAssoc..
KKS KKS Lech Lech
Poznan Poznan SSASSA
KKS KKS Lech Lech
Poznan Poznan SSASSA
SupportSupport.. Club - Club -
Folks at Folks at LechLech
SupportSupport.. Club - Club -
Folks at Folks at LechLech
Lech Lech Business Business
ClubClub
Lech Lech Business Business
ClubClub
Authorities in Authorities in National National Gov.Gov.Authorities in Authorities in National National Gov.Gov.
Authorities in Authorities in Local GovLocal Gov..
(City & (City & Regional)Regional)
Authorities in Authorities in Local GovLocal Gov..
(City & (City & Regional)Regional)
FirmsFirms providing providing supporting or supporting or
complementary complementary servicesservices
FirmsFirms providing providing supporting or supporting or
complementary complementary servicesservices
Supporters Supporters & &
SpectatorsSpectators
Supporters Supporters & &
SpectatorsSpectators
MediaMediaMediaMedia
Strategic Strategic SponsorsSponsorsStrategic Strategic SponsorsSponsors
EducateEducate
EntertainEntertain
InvolveInvolve
RewardReward
OrganizeOrganize
Treat as capital
Treat as capital
SegmentSegment
Change attitudeChange attitude
It works!Average audience on Polish stadiums*
* First Division stadiums were considered. Lech Poznań was not included into average of the Polish Stadiums
It works!Attendance vs. league position
20000
15000
18000
9000 9000
12000
7000
17000
12000
18000
20000
18000
21000
18000
14000
11 11
13
11
12 10 9 9
12
15 10 119
11
5000
7000
9000
11000
13000
15000
17000
19000
21000
23000
1 3 5 7 8 10 12 14 17 19 21 24 26 28 30
Audience1
3
5
7
9
11
13
15
Place in table before the match
11
Thank You !
WE WANT TO BE BETTERWE WANT TO BE BETTER
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