Strategies
Manchester United
Made By: Karan Kapoor Roll No. 76 B
4/2/12
If relationship between brand and customer is the core of branding, there is few, that can match the intensity of the fanatic relationship between a football club and its fans. testimonial to the above statement can be a visit to the Anfield stadium in Liverpool and see how many people are singing their official song You will never walk alone during the match. Or visit the Old Trafford stadium each match day and see more than 60,000 spectators screaming their heart out time and
4/2/12
Brands
can only dream of such emotional engagement a Football Club, most of the IMC done by the fans as they become stakeholders of the club. the fans are a part of the club and a blog written by a fan does the same positive publicity as one written by the club, so we need to consider any communication done by
For
Since
4/2/12
PR and Events
Mobil
OOH
Television
A
football club unlike a brand doesnt have to advertise on TV. already have a widespread presence across the sports channel and the news channels. a club like Manchester United, which has the premier league matches telecasted every weekend across the world, and mid-week presence through the Champions league
They
For
4/2/12
MUTV
Manchester
United also operates a TV channel of its own. MUTV (Manchester United Television) is an English subscription based television channel which was first broadcast on 10 September 1998. offers Manchester United fans exclusive interviews with players and staff, full matches, including all Premier League games, live reserve and academy games and classic matches plus football news and other themed programming. The station also broadcasts all of
MUTV
4/2/12
MUTV
4/2/12
Radio
Like
TV, Manchester United has an automatic presence on Radio on Match days. All the United matches are aired live on BBC Radio. 103 will be the Official Commentary Partner of Manchester United from August 2008-2011. live commentary on every match will be available on the local airwaves at 103 FM.
Key
Full
4/2/12
4/2/12
Mobile
Manchester United uses mobile as a medium to sell its mobile content on the Internet or through their WAP portal . United signed a deal with Vodafone to create MU mobile in order to target its fans worldwide.
Manchester
4/2/12
MU Mobile
4/2/12
MU Mobile
4/2/12
4/2/12
e-mail marketing campaign by Pixel8 combined eye-catching e-mail marketing designs with the latest email campaign reporting systems.
4/2/12
Strategy Continued was the first time the club had produced such a detailed and personalised pack. The club also introduced a client relationship team to give every recipient a personal contact at the club, giving them an opportunity to discuss their renewal or any other issues before the season started. 4/2/12
This
Website
Manchester
United as one of the most popular football teams in the world has done well to promote their image through effective Internet Marketing as has been revealed through the website analysis done on the Manchester United website.
Upon
4/2/12
Website- Continued
Becom ea Memb Latest er Happe nings Online TV
4/2/12
Online
booking of tickets, getting the latest news on the team, and being able to enjoy excellent shopping are more interactivity and usability features of the Manchester United website.
is promoted through message boards and the opportunity 4/2/12 provide ideas about for instance, to
Interactivity
4/2/12
Social Media
You
Tube has a complete page dedicated to Manchester United which has all the United Videos available at one place. are over 1,000 United communities on Orkut which depicts the high level of engagement the club shares with its fans. of the Manchester United community on Facebook has above 3 lakhs fans, again testimonial to the huge fan base of the club all
There
One
4/2/12
4/2/12
Orkut communities
4/2/12
4/2/12
4/2/12
Blogs
4/2/12
When
you type in blogs on Manchester United in the google search field, it returns you a mammoth 20,200,000 records. of the blogs are written by the passionate fans, who follow the club closely. fans can be regarded as the club employees in disguise.
Most
These
4/2/12
Merchandising
A
major chunk of the overseas revenues come from merchandising- then be it online or through the stores. website has the option to select merchandise online which are delivered at select locations by the club. are exclusive merchandising stores in UK and Asia. In places like India, there are Nike stores which sell the United merchandise.
The
There
4/2/12
Merchandising- Online
4/2/12
Merchandising- Online
4/2/12
Merchandising- Online
4/2/12
4/2/12
4/2/12
4/2/12
The Theme brought out with the Manchester United Restaurant and Bar is contemporary English. Key design features of the outlets include the Wall of Fame, the Skybox, the Dugout area and giant projector screens to screen live telecast of soccer games and other major sporting events. There is also the popular Managers Bench, a replica of the area where coach and players meet at the playing field and a lively island bar with video walls showing live telecasts of all major sports events. The perfect setting to enjoy a great game with friends.
The club opened its first caf in Asia named One United, in the Sichuan province of China, followed by the Beijing branch.
In India, Manchester United Food & Beverage (Asia) Pte Ltd and Billionaire Sports Pvt Ltd opened Indias first ever Manchester United Restaurant and Bar . The flagship outlet, Manchester United Restaurant & Bar was opened at Nirmal Lifestyle Mall, Mulund in partnership with Nirmal Lifestyle Ltd.
4/2/12 has also announced its partnership with Great Moments Hospitality, United
4/2/12
4/2/12
United, the official Reds magazine, tracks the club's progress every step of the way. It has exclusive interviews with all the players, behind the scenes access in Inside Carrington, plus the regular column in Ask Sir Alex.
Issues
Special issue
4/2/12
Thai
Chinese
Pre-season visits
The
reasons for visiting a particular location for a pre-season visit may vary from being fan oriented to business oriented. 2003, a part of the reason for visiting the US was to demonstrate support to Uniteds brand partners in the US. Many of the clubs strategic alliances had been forged with US multinationals like the Nike, Budweiser etc. and the club saw the US tours as perfect opportunities to engage with those partners in the American market.
In
4/2/12
4/2/12
Books- Continued
4/2/12
Billboards
4/2/12
Billboards- UK
4/2/12
CSR
4/2/12
CSR
A
partnership between Manchester United and UNICEF is working in Sichuan Province to combat the trafficking of women and children.
Giggs, Rio Ferdinand and Patrice Evra fronted a video and poster campaign to try to reduce the spread of HIV in Sierra Leone. The 4/2/12 campaign involved talking to young
Ryan
Manchester United are owned by the Glazers who have plunge it in to over $ 700 million in debt. A fans revolt is on the cards, who have recruited the agency behind Barack Obamas online election campaign Blue State Digital. The Manchester United Supporters Trust have been selling green and gold bar scarves and hats from 4/2/12 market stalls on match days, at various locations
The
key with this campaign is the social media element and getting the word out to mobilize the group (the Manchester United fans) in to action. The mailing list has more than trebled from 30,000 to nearly 90,000 in just a couple of days and the campaign is already starting to feel as if it is taking hold.
4/2/12
Analysis
Since
a marketing campaign by a big football club like Manchester United encompasses a wide variety of channels and communications, it is difficult to analyze the same.
as far as the results are concerned, one can safely conclude that Manchester United has grown 4/2/12 into the most popular club in the
But
major strength of all the campaigns at Manchester United is that these are interactive campaigns and draw a huge fan involvement and engagement.
has some of the best players in the world as a part of the team and thus they were able to achieve whatever they communicated through their on-field heroics during 4/2/12
United
Thank You
4/2/12