Business Studies – Marketing

Hong Kong Soccer Industry

Member ListChan Long Hin ConstantChan Pak ChingHo Hao Wang IvanTam Che ChungTang Pok ChungWong King Peng

The popularity of soccer in the past 1950 Not popular in Hong Kong

1965 TV broadcast - more spectators

1968 Professional scheme – increasing number of foreign sportsmen

1970 Famous soccer team Seiko - capture the attention of all Hong Kong people

1980 Most popular sport in Hong Kong

Introduction

Seiko

Now

Situation Analysis

WeaknessesLow Prize Money

Chairpersons are not willing to invest money

Low television revenue

Not enough sponsors

Low salary for football players

Lack of training facilities

Strengths

Support by HKFA

Marvelous achievement made by South China

Many traditional football club

Situation Analysis

ThreatsBusy life for Hong Kong people

Opportunities

District Football Team Going Well

Corporation with China

Hong Kong people interest in foreign football match

Foreign clubs start to target Asia as a market

Marketing Objectives

Short term– Increase the number of audiences– increase the number of good-quality players – Popularize Soccer

Long term– Create brand image and brand association – Popularize Soccer– Enhance the income from ticket sales

Market Segmentation

The age group segmented Age group Advantages Disadvantages

06 – 25 1. Suitable for future development

2. Family influences

1. Different kinds of entertainment

2. Concentrated on their studies

26 – 40 1. More interested in watching football competition

2. Football gambling

1. Busy at work2. Different kinds of

entertainment

41 – 60 1. Focus on family day2. Football gambling

1. Not all members of the family are interested

2. Busy at work

60 or above 1. More leisure time2. More willing to watch

football match

1. Didn’t interest at all because the football player is not as well as before

Long-term Measures

Raising the prize money – More investment from chairpersons– Increase the number of spectators

– Retain young players who have great potential

Legalize of local soccer betting

Marketing Mix

Product– Extra activities

• performance of fancy football • games with audiences

– Football narrators• inviting famous football narra

tors

– Corporation with China League • Participate in China Division

A Football League

Place (Distribution)– Roadshow

• Distribution of news and information

– 3G Telephone • Watch local soccer

matches on 3G mobile

– The time of the football match • At night• On weekdays• On holidays

Marketing Mix

Price– Season ticket

• One ticket for the whole season matches

– Family ticket • Tickets for family

– Free for Student • Distribute ticket in school • Free tickets offer at the entrance

Marketing Mix

Promotion– Sales promotion

• Low price ticket• Interacting activities with

spectators

– Advertising • Invite famous football players

to promote Hong Kong soccer

– Several matches• Invite famous foreign soccer

team to come to Hong Kong

Marketing Mix

Physical Evidence– Different types of seating area

• smoking area

Marketing Mix

Relationship Marketing

Program – Official football team fans club

• Meetings • Newsletter

– Season ticket and souvenirs• Cheering sticks• T-shirts

– Regional football match • Tai Po Football Club

– Fancy football show • Game and prize• fancy football show