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Philadelphia Philies Case Study

In: Business and Management

Submitted By ladylila1
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1-a) what is the product that the Phillies market?
Philadelphia Phillies markets a major league baseball team that promises the game’s fans an exciting, fun day at the new stadium. The Phillies market product is a memorable summer day where friends, kids, coworkers, and family members can get together, and bond while watching their favorite game, and eating hotdogs.
b) What products are the Phillies careful not to market?
The Phillies are careful not to market a winning game at all times. They can’t promise fans they will win every game.
2- How does the “quality” dimension in marketing the Philadelphia Phillies differ from that in marketing a consumer product such as a breakfast cereal?
For a start there is a difference in the nature of the product itself, cereal companies market a product, while game franchises market a service, the first one being clear cut tangible, while the second one is intangible. Fans can’t know for sure how the game would turn out before purchasing tickets, and watching the game all the way to the end. Another different aspect is the fact that with cereals, consumers expect to be guaranteed a consistency in the quality of the product, in other words the cereals are expected to sustain the same quality or get better, and that is something game promoters can’t guarantee, it is more likely that the team performance will be different from the previous game, it could be better, it could be worse.
3-In terms of social network marketing strategy (a) what are the likely characteristics of the Phillies fans and (b) what should the Phillies' Facebook fan page contain?
a) The Phillies fans are mostly hardcore fans who want to follow their favorite players and access information and updates on games, scores, events, and schedules at any given time. They are probably young fans who are more knowledgeable in using the internet, and social media.
b) The Phillies Facebook page should contain all information, and history of the team. This will help introduce new fans; it will allow them to know a little bit more about the team’s achievements, most important games, and highest scores. The Facebook page offers an advantage that Twitter doesn’t; on Facebook promoters don’t have to change status every hour to stay on the feed, posting couple times a day is enough to stay current and tuned.
Not all fans get to go to the game, keeping them updated on Facebook is a good way to keep them hooked. Posting photos, videos, and information on athletes, and charity events is also important in promoting the team. Facebook page should have ticket deals, trivia, and rewards for fans. It should have back stage videos, pictures from road trips to make the fans feel like they are there with their favorite team at every stage of the game, and off the game. The Facebook page should also have links to the website where fans can buy tickets, and sign up for rewards.
Reference:
http://mashable.com/2011/11/28/facebook-sports-marketing

4- Considering all five elements of the promotional mix (advertising, personal selling, public relations, sales promotion, and direct marketing), what specific promotional activities should the Phillies use? Which should be used off-season? And during the season?
There are many advertising techniques the Phillies can use during the high season; they can use Billboards and signage during the games. Billboards are important because of their visibility. Their big size makes them visible to people watching the game on TV and to those at the stadium, their colors, and exposure attracts the spectator eyes easily. Phillies can use newspapers ads, radio, and TV ads. They can place ads on tracks and buses as well. Most of these advertising techniques are to be used during the regular season, or just before it. During off peak periods advertising should be limited to social media, and ads on trucks to limit operating costs. The Phillies already established a series of TV ads where they target a very important segment. The players are reaching their youngest fans by relating to them with an Ad where the players basically say they are kids as well. This is very important, knowing that a typical good father son moment memory in the western culture is pictured as a good day at the stadium watching a game.

Public relations could be enhanced, and maintained through the whole year. The Phillies already are active participants in the community; players appear at public and charity events. The Phillies clever idea of using ballgirls to be their ambassadors helps them gain another segment of the market, the female segment. Showing their concern for the environment and their focus on recycling is another point for gaining more public acceptance, and love. To enhance their image and their public relation within the community the Phillies could sponsor young teams; they can use a small portion of their revenue to open a free membership club for kids from low income families who have interest and potential in the game.
Personal selling techniques are represented by theme nights devoted to certain segments, like college nights, and rooftop Thursdays, camera days, and other events. Phillies premiums giveaways are a good sale promotion strategy, giving away T-Shirts, and baseball caps is something fans are crazy about. The Phillies can organize sweepstake competitions as well. During the off peak period the Phillies could offer discounts, and low priced tickets for its fans.
Direct marketing could be emphasized through social media as described in question number #3 during the high season. During off season, the Phillies can keep posting updates about the players, and their training, with videos of road trips, and videos of best game moments to keep the fans entertained.
Reference:
http://essays24.com/print/Advertising-Baseball-Stadiums/10723.html

5- What kind of special promotion gift days( with premiums) and event days (No premiums) can the Phillies use to increase attendance by targeting these fans segments: a) 14 and under, b) 15 and over, c) other special segments, and d) all fans? a) For 14 and fans under that age, promotion gift days with premium: Sunday games all kids14 years old and under get a Phillies hat.
Events with no premiums: children 14 and under receive a hot dog, bag of chips and bottle of water with price of admission. b) For 15 and over, promotion gift days could be Saturday: opening night at McDonalds, teenagers get a T-shirt with the phanatic picture on it.
Club membership for 15 year and older boys and girls allowing them discounts on all Phillies apparel, and discounts seats at the game. c) All fans promotion gift days: Saturday night hot wings and $3 beer for adults. Independence Day – every fan receives a rally towel, and a fantastic fireworks show follows the game.
Conclusion:
A baseball franchise’s mission is more than promoting a winning team; it is not only about winning a game. It is a business that operates in a highly competitive environment. Although the Philadelphia Phillies seem to be doing great at promoting themselves, and on focusing on promoting other aspects of the business than the game itself, it is necessary for them to keep their place in the market by holding a competitive advantage. The fact the Phillies offer an intangible service is in itself one of their biggest challenges. They can’t guarantee that their team would win a game, so they have to guarantee their fans something, and that’s what the Phillies do best. They were able to create a fun zone for entertainment, a zone that attracts all kind of segments, from children to seniors. Their new stadium facilities and small shops selling souvenirs are an attraction to many fans. Their strategy of not segregating hard fans from beginner one proved to be beneficial in enlarging their fan base. Word of mouth and social media are the most effective ways in building a reputation, and keeping in touch with fans. It is also a good way of showing fans that their opinion matters, and that their favorite players care about their remarks, and suggestions. Creating an interactive platform between plays and fans is essential in the new technological world; fans have opinions and they want to voice them. The Phillies organizes lot of events for its fans, and is an active franchise in the community. They project a good image of social responsibility, and are helping promote environmental awareness. Using ballgirls is sending a message that baseball is for the whole family unit, not just the father and his son. The green furry mascot is the best brand they could have chosen, kids love it, and so do adults; it is memorable, fun, and doesn’t care about winning, which serves the Phillies market agenda.
One aspect of social media and easy accessibility that the Phillies seem to be missing is an IPhone app. Most people nowadays have IPhones, and this can provide accessibility to information about events, and tickets on the go.

Reference:

Kerin, R. A., Hartley, S. W., & Rudelius, W. (2013). Marketing (Eleventh ed.). New York: McGraw-Hill/Irwin.…...

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