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

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 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 Strengths  Support by HKFA  Marvelous achievement made by South China  Many traditional football club

Situation Analysis Threats  Busy 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 groupAdvantagesDisadvantages 06 – 251.Suitable for future development 2.Family influences 1.Different kinds of entertainment 2.Concentrated on their studies 26 – 401.More interested in watching football competition 2.Football gambling 1.Busy at work 2.Different kinds of entertainment 41 – 601.Focus on family day 2.Football gambling 1.Not all members of the family are interested 2.Busy at work 60 or above1.More leisure time 2.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 narrators –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