Marketing Tribe - More Than Football, Is a Tribe

Marketing tribe

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More than football, is a tribe

Passion

Define people

Problem

Proposal

Current Marketing Situation

Market description

Service Review

Competitive Review

SWOT Analysis

MARKETING STRATEGY

Positioning

Product strategy

Pricing strategy

Marketing Communication Strategy

Passion

Football goes further more than a sport, it is a passion not only for those who play, but those who yearn to be on the court and give every drop of love for their team. Powerful or compelling feelings are found, emotions all the way, suffering, ances and anguish are present on each of the ninety minutes the game last. All this love that becomes passion and commitment with a team becomes anxiety to see their favorite teams playing on the different days of the week or the holidays, it doesn’t matter the time or the place they always have the intention of seeing them by any method they could have; going to the stadium, seeing them on the TV or via internet, they always have the decision and intention of watching them. Furthermore, this passion becomes a whole new experience when we talk about national teams playing, in which a whole country unified their strength’s, feelings and desires in order of their team to succeed and reach the further they can on the tournament, wherein winning the world cup is the maximum prize or recognition they can obtain. Different teams have millions of football fans around the world, football has no language, race, or age. Football is simply the union of all around a ball.

Football generates high expectations among fans, including children. since people are young, they start looking for team to support life. Many times parents are the biggest influence on a child becomes find of a team, it all depends on the passion as football is lived in the family, where it grows well. True fans are growing and it is important to note as the team becomes very important to their lives. Leave two or three days a week to devote to follow the team they support is really live with the passion of being a member of the team., many fans want to follow the team wherever play, no matter how many kilometers have to travel to a match of his team, it often becomes a social and economic problem for the team

Define people

The type of people that are very passionate for football are those kind of people that doesn't miss a game of the team they love. These type of people are so passionate that they follow their team to every single stadium there are going, seeing their team play, struggle and fight to win become their extasis and it define their loyalty towards the team. These are generally called “Barras bravas”.

Continuing, we can find those kind of people that support their team but are not such fanatics as the ones named above. This kind of people, are the ones that go the stadium to gather with their friends and family, also they make reunions or invite people to their homes to see the matches, however they don't miss a game.

Another characteristic of this kind of people is that they support the team no matter what, if they are winning or losing. They suffer and cry when his team is relegated to second division or get knockout of the tournament.

Problem

The problem of this market is that in Colombia the fans don’t buy the team t-shirt in authorized places and shops due to the fact they prefer to buy them on the illegal market or the “black market”. This is a problem because when you buy a t-shirt in the illegal market, the profit do not go to the club, but instead go to a third party. Therefore when the fans buy the t-shirt in authorized places the profits goes to the club, also the fans are supporting the team because with that money the team can improve his facilities, bring better player and win trophies. This is talking about the colombian market , the clubs and the players should improve the legal acquisition of the articles that the club or the team had to the selling on the market .

One good example of this is Real Madrid that they encourage the fans to buy all of their original things , that is the reason why after they acquired James Rodriguez for 80 million euros , they sell 502 million t-shirts of James Rodriguez in one week and recover 50 million of the investment they did on him . The case mentioned above is the reason why the football clubs should encourage their customers , so they can have different ways to provide more luxury to the team . In the colombian case MIllonarios Fc had the fifth most big fans club and if the most of the fans buy an original T-shirt the club could recover all the investments they do and generate better conditions in the club , but instead most of their fans buy the illegal t-shirts so they can't make major improvements of their players , infrastructure, and give better name to them .

Another problem that is founded here in Colombia is that the majority of the football supporters don't assist to the different stadiums in a regular basis, the stadiums are only completely full during important games or on special matches that creates more interest of the fans. This is a very important issue because the tickets that are being sold for the different games are one if not the most important financial entrance that each club has. This is their financial aid in order of improving their facilities, their players, rising the wages for the players and finally for improving marketing and propaganda of the team. On the other hand, this also affects the image that the different teams have because if they don’t make fans go to the stadium, many time people creates a bad image of it thinking that the team is not good or not playing well, damaging the new possible followers the team could have with the past of the time.

When a fan becomes very committed to the team, generally you want to devote as much time to their football