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Business Studies – Marketing Hong Kong Soccer Industry

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

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Business Studies – Marketing Hong Kong Soccer Industry

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  1. 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

  2. Introduction • 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

  3. Seiko

  4. Now

  5. Situation Analysis • Strengths • Support by HKFA • Marvelous achievement made by South China • Many traditional football club • Weaknesses • Low Prize Money • Chairpersons are not willing to invest money • Low television revenue • Not enough sponsors • Low salary for football players • Lack of training facilities

  6. Situation Analysis 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 • Threats • Busy life for Hong Kong people

  7. Shortterm Increase the number of audiences increase the number of good-quality players Popularize Soccer Longterm Create brand image and brand association Popularize Soccer Enhance the income from ticket sales Marketing Objectives

  8. Market Segmentation The age group segmented

  9. 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

  10. Marketing Mix Product • Extra activities • performance of fancy football • games with audiences • Football narrators • inviting famous football narrators • Corporation with China League • Participate in China Division A Football League

  11. Marketing Mix 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

  12. 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

  13. 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

  14. Marketing Mix Physical Evidence • Different types of seating area • smoking area

  15. 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 Relationship Marketing

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