Free Essay

Atletico Madrid Analysis

In: Business and Management

Submitted By rishishdubey
Words 1194
Pages 5
Atletico de Madrid Case

Analysis
On May 2000, Club Atletico de Madrid were relegated to Second Division for the first time in its history. It was a game which reflected the season for ATM. The last minute penalty miss by the player who had not missed one whole season showed what destiny had in store for the club. It was for ATM a totally, new and not so good experience. It triggered the crises that was to follow. In hindsight, this should’ve never happened and before the season began fans expected and hoped that 99-2000 season will rather be one of the best. There was a good 54 million budget. It was a season that was ought to be good but, as the “hard luck club” were facing some serious wrath now. Fans who have never seen the team go down to second division had a low morale. The financial implications of going down to Second Division loomed large on the ATM. The communication and marketing department concerns had deepened. Just as the result were unexpected as compared to the beginning of the season so was ATM marketing department was getting ready for what they had never experienced. In Spanish football, ATM was third largest club in almost all the respect. What differentiated ATM from their biggest local rivals Real Madrid, who were hugely successful was the fan base. Not in terms of numbers but in the way they connected to the club and their spirit. Nobody really knew what relegation will bring to the club.

Diagnosis
There were many implications of the relegation of the club to second division. Financial implications were there. The bigger consequence was the sale of many prominent and good players at the knock down prices. The players who have brought so much success at other clubs and were most sought after were sold cheaply. Relegation almost brought ATM to financial collapse, therefore they were unable to afford salaries of such players and have to release them. Emilio Gutierrez, heading PR and Communications department at ATM needed to take some very important and strong decisions. But he being a childhood ATM fan wanted to do whatever they did, had to be in the spirit of the club. Traditional route is generally, signing big named players and coaches to inspire the fans and bring them to the stadium to support their team. The major concern was losing the fan base. Reduction in number of members was expected and emptier stadiums were excepted during the season. The situation was crunch. How to avoid losing the members in huge numbers. It was more of a damage control situation.

Atletico de Madrid Case

But Emilio did well in crises situation by being aggressive and triggering hope and emotions in the fans of the club. Let us see further what actions were proposed and taken.

Proposed Actions
Radical Marketing was the term used by Gutierrez to the different approach he proposed in comparison to the traditional buying new players to inspire the fans. He looked at the fans from the assets perspective and not customers perspective alone. His ideas were based on the Atleti Spirit and not on the team. The approach was risky but it was the need of the situation. The approach was based on the crisis emergency situation, planning based on the deep knowledge of the market and target audience. It was more creative and bold whilst aiming at immediate results. Almost everyone agreed with Emilio’s proposal. Atletico Feeling – some quotes “Being an Atletico Supporter is an act of faith, a dogma, as sure as I’m my father’s son. For some people hearing people talk about Atletico is like having shots of vitamins. ” – Felipe, Senator of the Club Atletico de Madrid “Atleti is more than a club. It is an incredible cross between myth and a dream. Players past and future, the living and the dead. They all have something in common : They are indisputably one of us. ” – Tomas Cuesta, journalist. The remarks above and many such of them clearly reflect the depth of the feeling among Atletico supporters. It is one of the most romantic feeling for them. It reflects the loyalty and love for the club. It was this spirit that the marketing campaign was to be based on. A Year in Hell – Campaign Emilio trapped the creativity of an old ATM fan who had started a new ad agency Rushmore. Before getting to the campaign the pricing policy was changed. The cost was effectively brought down. Why I say this is that ATM put the fans above money in this case. They considered with all due respect the quality which was being offered in second division not of the quality whilst playing against Real Madrid, Barcelona and other first division teams. So they decided to cut out the price by 50% of their previous season tickets price. They also decided to show their fans that they respect their support and decided to reward the fans by keeping the same pricing next season even if ATM promoted to First Division. Gesture based advertising and use of sports press was implemented. The campaign titled “Un añito en el Infierno (A Year in Hell)” played in the emotional factor for the fans. A year signified that is only a year and they will be back. It signified hope. Fire in the advert signified purification. Gesturing that ManU and Milan have been here too brought a sense of calmness. And the campaign was a huge success winning numerous awards.

Atletico de Madrid Case

Unexpected Results The campaign was so much a success that season tickets sale upped by 69 percent which was not expected at all. The phrase “A year in Hell” became the catch phrase and reflected the Atleti spirit. Only down of the season was that once again on the last ditch, ATM were left hard felt. They won their last game but could not get the desired promotion.

Conclusion
Atletico did well to get out of the crisis. Their campaign was a huge success. To understand the factors that contributed to their success, we can say it was great understanding of the target audience. The placement of the ads and their timing was great. They had a good sense to wait until fans had been given time to put out their frustration. They showed the fans that they were disappointed as the fans were. The campaign though hugely successful depended on the target audience and pre-existing spirit. Therefore, it is not a formula to be hit all the time. There are clubs like Real Madrid where I think this would definitely fail. But some other clubs like Manchester United, Liverpool with tweaks according to the audience and fans spirit can use this to their advantage.

As the study shows that Sports Marketing is not as straight forward a campaign as in regular companies. It is based on the results which are dynamic and vary. The marketing depends on the target audience, the situation. It is important to have correct 4Ps which are now 4Cs. Correct communication and Cost make a huge contribution in a successful campaign.…...

Similar Documents

Premium Essay

Real Madrid Marketing

...Introduction Real Madrid received the award of the world’s most successful soccer club due to its multiple wins: thirty one national leagues, nine European Cups and sixty other championships. Although Real Madrid is currently ranked forth of top fifteen professional soccer clubs in 2003, followed by Manchester united (1st place), Juventus (2nd place), AC Milan (3rd place). (See Appendix: Figure 1) To catch up with competitors, Real Madrid set three interrelated goals: (1) increase financial flexibility; (2) assemble a team of top players; and (3) expand Real Madrid brand across a variety of channels. This paper will address the goals of developing local players to save the enormous forward fees and to soften financial bills, and enhancing mobile & social media to expand internationally and to increase number of Real Madrid fans as well as revenue. SWOT Analysis The club recognition, number of fans and number of victories are the most important strengths of Real Madrid. On the other hand, the team strategy of acquiring the top soccer players can be seen as a weakness in that the club spends millions of euro to focus on team’s performance. However, the team should maintain this acquisition strategy but also focus on developing in a more efficient way as Brazilians and Argentina soccer teams do. The development of new talents and extension of the recognized brand to other soccer-related activities are opportunities for Real Madrid that could improve their revenue. The......

Words: 1552 - Pages: 7

Free Essay

New Madrid Earthquakes

...Boulder, CO, USA - This new volume from The Geological Society of America presents the geologic history of the central Mississippi River Valley and the surrounding area from Precambrian through Holocene times. Its focal point is the New Madrid seismic zone that both threatens and intrigues. Written to engage a wide range of geologists, from beginners to those thinking of conducting research in the Mississippi River Valley, the book's conversational style makes it a pleasure to read. The book begins with a brief presentation of the geologic history of the southeastern United States, and subsequent chapters expand upon particular periods of time, discussing the most important regional geologic events and how those events affected the central Mississippi River Valley. The concluding chapters discuss the geology and seismology of the New Madrid seismic zone, updating readers on Mississippi Valley's past earthquakes. Author Roy Van Arsdale's (Univ. of Memphis) engaging style is readily evident in this sample from the book’s preface: Have you traveled along Interstate 40 between Memphis, Tennessee, and Little Rock, Arkansas? Do you remember the trip, or did you put your car on cruise control and catch some shuteye? Unless you find cotton, rice, or bean fields exciting, this is a flat, boring, landscape today. Except for the small rise at Crowley’s Ridge, you are traversing the central Mississippi River Valley for nearly 150 km. It wasn't always so placid and dull. Park...

Words: 313 - Pages: 2

Free Essay

New Madrid 1811-1812

...New Madrid(1811-1812) In the autumn of 1811, the United States was barely 35 years old. The fledgling nation included only 17 states, all east of the Mississippi River, but it boasted a lot of new territory thanks to the Louisiana Purchase of 1803. Neither the buyers nor the sellers knew that the recent addition's basement contained a seismic time bomb nearly ready to go off At around 2:15 a.m. on December 16, 1811, a series of massive earthquake pummeled what is now southeastern Missouri and northeastern Arkansas with ground motions so strong that trees snapped in two as they whipped back and forth. The landscape rose several meters in some areas and sank in others, changing the courses of creeks and waterways. During one of the quakes, even the mighty Mississippi was diverted; portions near the quake's presumed epicenter flowed backward for at least several hours, and possibly a day or more. People felt the temblor as far away as New York state, and seismic vibes from an aftershock that struck at dawn traveled almost as far, reaching residents in Georgia and what would soon become the state of Louisiana. Another quake of a similar size , maybe an aftershock, or maybe a separate quake along a different portion of the same fault zone - rumbled on January 23, 1812. The final major shaking in the series came about two weeks later, on February 7, when spreading seismic waves flung books from their shelves in Charleston, S.C., and rattled cups and saucers in Washington,......

Words: 1613 - Pages: 7

Premium Essay

Hayfever in Madrid

...Hayfever Do you have a constant, or seasonal runny nose and/or watery eyes? Do you suffer from sneezing at certain times? Do you get itching eyes, nose or mouth? If so, then you are showing the symptoms of a person who is allergic to something in the air we call an "allergen". An allergen is any substance that will provoke an allergy. We call hay fever, "allergic rhinitis" which is a more accurate term. The seasonal hay fever reaction can occur one or two days after exposure, particularly after rain - the rain water causing the bursting of pollen grains. The pollen grains being the "trigger". Similarly, pollen grains encountering the moist surface of the inside of the nose, will rapidly burst to discharge their allergy-causing proteins right on the spot. If you also have asthma, this can also be caused by the same allergens that cause your hayfever. If your asthma is due to pollen it tends to begin later in the pollen season than hayfever. You should suspect hayfever in its broader sense, if you tend to sneeze or get a runny nose in the presence of a pet animal, when near dried leaves or rotting wood, feathers or in dusty areas or near specific substances, particularly chemicals. WHAT IS HAY FEVER? Hay fever in its strictest meaning is confined to pollen allergy. However, in popular understanding it is taken to mean a runny nose due to allergy. There are a number of allergies that will cause a runny nose (allergic rhinitis) and pollen is only one of these....

Words: 546 - Pages: 3

Free Essay

Caso Real Madrid

...NT es to RN CO rta ip 7 O r . fe sc ág u P s JO 9 771130 875004 Control de Gestión [ www.estrategiafinanciera.es ] El mapa estratégico del REAL MADRID: el arte de construir una marca La llegada de Florentino Pérez al Real Madrid supuso un antes y un después para el centenario club blanco. La transformación de una institución deportiva en un concepto más amplio de empresa de espectáculos trajo aparejado un incremento en los beneficios, una nueva versión del liderazgo y la reinvención del concepto de competitividad de Hoyos, Kimio Kase, Carlos Marti Sanchís, , Ignacio UrrutiaCentro de Sport Business Management - IESE BusinessMagdalena Opazo Bretón School 10 Estrategia Financiera Nº 231 • Septiembre 2006 Control de Gestión El mapa estratégico del REAL MADRID: el arte de construir una marca L a definición de Balance ScoreCard (BSC. Kaplan y Norton, 1996) es un instrumento que traduce la misión y la estrategia de una organización en una amplia colección de métricas de acción e indicadores ( Gráfico 1), y que posteriormente proporciona la estructura necesaria para servir como instrumento de control y de sistema de implantación de la estrategia. Para llegar a esta conclusión, hemos ido contestando a las preguntas que nos surgían con los discursos del expresidente del Real Madrid Florentino Pérez. un hecho palpable”. Ser el equipo del siglo XXI se consigue con el éxito deportivo y económico, logrando ganar campeonatos y siendo......

Words: 4055 - Pages: 17

Free Essay

Hala Madrid

...¿Con cuál de las soluciones propuestas usted a favor y por qué? De las 3 opciones que ofrece , yo elegiría para implementar el programa de cuentas clave de Anderson por varias razones:   1 . Esto ayudará a alinear la compensación del empleado con los objetivos generales de beneficio de las empresas. Gerentes CSC están compensados ​​en base a su desempeño de las ganancias CSC . Esto da a los administradores de los incentivos para emplear sus propios consultores de CSC en proyectos de la región , sin importar si hay consultores ENSR mejor adaptados que trabajan bajo diferentes CSC . Dependiendo de las necesidades específicas de un cliente potencial en la región del gerente, el CSC puede o no contener la experiencia necesaria para ganar un proyecto. La implementación de un programa de cuentas clave permitirá que los conocimientos adecuados que deberán asignarse a las cuentas correctas.   2 . Los clientes a menudo necesitan un cierto tipo de experiencia en una variedad de localizaciones geográficas fuera de la zona de la CSC . Bajo el sistema actual , el cliente tendría que construir nuevas relaciones con varios CSC dispersos geográficamente. Esto requiere una gran cantidad de recursos de la empresa , incluido el tiempo de consultor y dinero. Bajo un programa de cuentas clave , la relación se limitaría a un equipo de proyecto . Esto aumenta la posibilidad de construir una fuerte relación con el cliente. Las relaciones entre clientes y proveedores se están convirtiendo cada......

Words: 360 - Pages: 2

Free Essay

Madrid

...Madrid 21 de mayo 2012 Estimados amigos: Con esta circular estáis recibiendo la información que envía Tutoría sobre el rendimiento académico obtenido por los alumnos en esta tercera evaluación. Para los cursos de Educación Primaria y primer ciclo de Educación Secundaria (1º y 2º), esta información tiene carácter de preevaluación, todavía queda un mes de clase y contenidos que desarrollar del programa. Para 3º y 4º de Secundaria, así como para 1º de Bachillerato, estos resultados son casi los finales de evaluación, queda muy poco programa que impartir y, en breve, inician sus exámenes finales. La programación de las últimas semanas del trimestre incluye la globalización de los contenidos aprendidos durante el curso. De esa globalización es de la que se examinan los alumnos de Educación Secundaria y Bachillerato en junio. Estas pruebas incluyen también los exámenes de recuperación de evaluaciones pendientes por no haber sido superadas durante el curso. En cualquier caso, estas últimas semanas requieren un esfuerzo especial de toda la comunidad escolar, la concentración y el orden en la programación son esenciales. Respecto a la finalización del curso: Educación Infantil y Primaria termina su curso el 27 de junio, miércoles, excepto 6º que lo hace el día 26 de junio. Festival “Fin de curso” el día 14 de junio a las 10,00 horas, con la actuación de los alumnos de Infantil y Primaria. Granja - Doñana: Infantil, 1º - 2º y 3º tiene programada su......

Words: 824 - Pages: 4

Premium Essay

Job Analysis Paper

...Job Analysis Paper Violet Madrid Psy 435 Maureen Oates Job Analysis Paper Job Analysis Paper Violet Madrid Psy 435 Maureen Oats Job analysis is a very important piece of the building blocks of Industrial Organizational psychology. A process must be done is to identify the attributes—the KSAOs that is needed for performing the tasks required for the job and to perform the worker-oriented behaviors described in the job. The KSAO’s are Skill –a practiced act , Ability -the stable capacity to engage in a specific behavior", other characteristics, Personality variables - interests, training, and experiences. After these KSAOs are identified, tests and other assessment techniques can be done to measure those KSAOs. A variety of personality test can be done before entering college to access which career would fit an individual. Conducting a job analysis provides knowledge of capabilities to the individual interested in the profession and the organization that is interested in hiring the individual. Knowing the capabilities of the individual is key in determining how productive the individual is capable of being in the desired profession. If the desired profession is to be a residential therapist, it would require the right personality and skill set for the job. A residential therapist skill set would need to provide to a broad range of services because the job requires to work directly with individuals, families couples and groups in a variety of settings, such as......

Words: 1008 - Pages: 5

Premium Essay

Sports Marketing Real Madrid Case

...Real Madrid Football Club: A New Model of Business Organization for Sports Clubs in Spain World soccer clubs, constrained by their inability to increase their income from their traditional businesses, have begun to adopt strategies to transform themselves into modern sports and media companies. Under the recent presidency of Florentino Pérez, the Spanish football club Real Madrid presents a good example of the application of this expanded vision. One of the fundamental pillars of this model has involved designing and implementing a new marketing strategy aimed at strengthening the value of the club's brand. The adoption of this model has resulted in a significant increase in income from marketing. Undeniably, in this area, Real Madrid has become the leader in world soccer. © 2006 Wiley Periodicals, Inc. MIGUEL BLANCO CALLEJO AND FRANCISCO J AV I E R F O R C A D E L L America. The key aspect of this conception resides in the idea that sports clubs can behave as brands, and the essential principle is to exploit the sponsorship plan and sale of products, together with the commercialization and sale of audio-visual and television rights of sporting events. In soccer, Manchester United in the United Kingdom was the pioneer in commercially exploiting its brand on an international level, and this strategy was highly successful in the 1990s. During the early years of the 21st century, however, Real Madrid has gained the position of “commercial leadership” within the world......

Words: 6950 - Pages: 28

Free Essay

Real Madrid - Sports Marketing

...------------------------------------------------- Real Madrid – 1st Case Assignment The following answers are based on the case materials “Real Madrid Club de Futbol”, “Real Madrid Club de Futbol in 2007: Beyond the Galacticos” and the links in the footnotes. 1. What differentiates Real Madrid from other Soccer clubs? One thing that differentiates Real Madrid from other top soccer clubs is that Real Madrid is owned by its members while most other top club is owned by shareholders (investors). Another difference is that Real Madrid were quite early to realize the importance to serve as a marketing vehicle all over the world rather than just a soccer club compared many other soccer clubs. This was especially under the management of Perez Real Madrid as a brand and business got in focus. This meant that Real Madrid became a real business and that the management managed Real Madrid as a business rather than just a soccer club. The performance of Real Madrid as a soccer club is still key to the performance of the business though. 2. What provides the revenue stream from which the club benefits? About one fourth of the income in most top clubs is generated on match-day from such things as sponsorships, television rights and merchandising revenues. Revenue depends largely of the clubs participation and performance in major competitive events such as the European Champions League for instance. Below are listed four types of revenues the club generates and what it basically......

Words: 1470 - Pages: 6

Premium Essay

Haha Madrid

...order to generate expanding revenue so that better miscellaneous marketing outcomes can be selected. How Real Madrid made their brand equity Real Madrid FC is a Spanish based football club. It is the most prestigious football club in Europe with the club having millions of fans across the globe, more than any other sports club. Forbes listed it as the biggest sports club in the world with a valuation of $3.26 billion. How they topped the list with such a huge valuation when facing competition from clubs from other sports such NFL, NHL, NBA, MLB and other sporting industries? The answer is simply brand equity. The club with its rich history and huge fan base turned itself into a powerful corporation with a reported net income of approximately $550 million in the year 2013/14. The management of the club realized the conceptual framework and integrated it into their philosophy by consistently pursuing long term objectives. (1) Media Exposure and Social Networking In order to create successful and persistent brand equity, the first step is to create brand awareness. This is done by media exposure through press conferences, seminars inviting journalist and reputable people who have authority in the field. In the modern era, social networking is highly used to associate the mind of the fan so as to achieve an identity and a then developing it into loyalty. Real Madrid actively attracts media every year when the make marquee signing. Their aim is to project the......

Words: 1428 - Pages: 6

Free Essay

Analysis

...2015 There are many ways to talk about what lies ahead: Change. Disruption. Opportunity. Growth. We’ve gotten closer to our customers. Made banking simpler. Unified our businesses. Expanded our footprint. Invested in new platforms. Embraced a better rulebook. And through it all, delivered consistently strong results. Business Review Financial Review 2 4 10 11 16 17 18 20 21 23 24 26 118 132 Financial Snapshot/Who We Are Year in Review Chairman’s Message CEO’s Message Executive Committee Our Strategic Footprint Reasons to Invest in BMO Corporate Governance Board of Directors CFO’s Foreword to the Financial Review Financial Performance and Condition at a Glance Management’s Discussion and Analysis Supplemental Information Statement of Management’s Responsibility for Financial Information 133 Independent Auditors’ Report of Registered Public Accounting Firm 134 Report of Independent Registered Public Accounting Firm 135 Consolidated Financial Statements 140 Notes to Consolidated Financial Statements Resources and Directories 202 Glossary of Financial Terms 204 Where to Find More Information IBC Shareholder Information now it gets interesting Financial Snapshot Reported 1 Adjusted 1,2 As at or for the year ended October 31 2015 2014 2015 2014 19,389 18,223 19,391 18,223 liabilities3 (CCPB) (p 41) 1 1,254 1,505 1,254 1,505 Revenue, net of CCPB (p 38) 18...

Words: 148279 - Pages: 594

Premium Essay

Finerprint Analysis

...Fingerprint controversy Donald E Mabesoone Com215 April 1, 2014 University Of Phoenix Fingerprint controversy I. Introduction a. A look into fingerprint analysis b. defining science and pseudoscience c. explain purpose of paper- fingerprinting gone awry II. Mayfield a. 2004 Madrid Spain bombing b. ACE-V method of fingerprint analysis c. FBI point of comparison d. SNP point of comparison III. Bryan Strong a. a forensic examiner questioning ACE-V method via Brady v. Maryland b. exculpatory evidence IV. Jay Siegel a. percentages of bad print analysis V. PBS special- The Real CSI a. Itiel Dror, Ph.D. cognitive neuroscientist b. his theory and experiment c. results VI. Conclusion a. mention science and pseudoscience b. how to make fingerprinting a true science Did Hollywood cause more problems for the criminal justice system today with the use of forensic science in fingerprint analysis? Is fingerprint analysis a Bona Fide science or Pseudoscience? You decide, let’s take a look into what fingerprint analysis truly is and the outcome of different researches questions and answers. On the hit television series that you see like CSI and NCIS, fingerprint science is a bona fide science where investigators use computers to match a known finger with an unknown fingerprint. This is untrue, forensic science fingerprint examiners match the prints, the computer only searches out possible......

Words: 1122 - Pages: 5

Free Essay

Real Madrid Marketing Hbs Case

...REAL MADRID CASE STUDY Summary Real Madrid is one of the most storied sports franchises in the world. It is one of the few sports teams with international appeal to a very broad fan base. This case delves into how Real Madrid transitioned from a good soccer team with a winning history into the global sports juggernaut we know today. We first examined Real Madrid’s revenue streams and found that from their inception through the 1970s their business model was based almost entirely on their ticket sales. After the 1970s up until 2003 they had some media rights, a small merchandising department, and some other negligible streams of income. It was in 2003 that team President Florintino Perez decided to make Real Madrid into a special type of sports team that was akin to large global corporations like Walt Disney. After reviewing the facts we agree with the decision to shift the business model into its current position (as of 2003). After identifying and examining the lifetime values of different consumer groups which are listed below under the “Question 2” headline, we have found that each group has different desires in order to be completely satisfied. However, each group has a common denominator that will maximize utility across all segments and that is winning. A winning team sells more merchandise, can demand higher advertising revenues, and can attract the best players for less money which also leads to winning more often. We also quantified two types of......

Words: 3405 - Pages: 14

Free Essay

New Madrid Earthquake

...New Madrid, MO Earthquake of 1811-1812 Janelle E Kizer Geology 101 Spring 2012 1. Introduction: During 1811 – 1812, four earthquakes occurred in New Madrid, Mississippi River Valley, which are considered to be some of the most humongous earthquakes in the U.S. since the settlement by the Europeans. The first two was at 1811, December 16, Northeast Arkansas, Magnitude 7.2-8.1. The next one was at January 23, 1812 right at New Madrid, Missouri and the magnitude was 7-7.8. The last one occurred at February 7 of 1812, 9:45 Coordinated Universal Time (UTC), in New Madrid, Missouri with a magnitude 7.4-8.0. All these earthquakes were 3 times stronger than the Alaska earthquake of 1964, and 10 times stronger compared to the San Francisco earthquake of 1906. 2. Geographic location of New Madrid, MO: New Madrid was formed in 1808. It is situated on the Mississippi River and interstate 55. It has a population of 3154 residents, and it is considered as a small community in United States. New Madrid, MO is located at 36.59° North latitude, 89.53° West longitude and about 89 meters altitude above the sea level. Geographic coordinates: Latitude: 36.59° North Longitude: 89.53° West Altitude: 89 m [pic] 3. General geologic setting: A state’s general geologic setting basically includes what types of rock has build up the overall region, what structural features that state has, like, mountains and...

Words: 2629 - Pages: 11

Domestic na Kanojo chap 55 | Simple Style DIY Nom Collier Personnalisé 925 Sterling Silver Star Pendentif Et Collier Meilleur Cadeau Pour Fille (JewelOra NE101574) | Other People (2016)