business studies – marketing hong kong soccer industry
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Business Studies – Marketing Hong Kong Soccer Industry. Member List Chan Long Hin Constant Chan Pak Ching Ho Hao Wang Ivan Tam Che Chung Tang Pok Chung Wong King Peng. Introduction. The popularity of soccer in the past 1950 Not popular in Hong Kong 1965 TV broadcast - more spectators - PowerPoint PPT PresentationTRANSCRIPT
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Business Studies – Marketing
Hong Kong Soccer Industry
Member ListChan Long Hin ConstantChan Pak ChingHo Hao Wang IvanTam Che ChungTang Pok ChungWong King Peng
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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
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Seiko
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Now
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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
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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
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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
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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
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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
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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
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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
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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
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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
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Physical Evidence– Different types of seating area
• smoking area
Marketing Mix
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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