Question

Topic: Strategy

Strategy For A Football Club/ About Positioning

Posted by Anonymous on 11/24/2009 at 1:47 PM ET 125 Points
Hi! I'm working on a LT and ST strategy for a Football Club. It's a rather small club in second division in Belgium. I have a pretty good idea about how to integrate a corporate story, communicate it to the outside world and try to controle it to keep it sustainable.

BUT there is one problem: How can I persuade the president of the club that is urgent for them to start segmentation and positioning and be consistent in both target audience and sponsoring. That way he could create a return on investment for his sponsors (brand association).

The first solution I had in mind was starting my PPT with some easy, but obvious examples of segmentation, target audience and targeting to convince him (and his board). Like let's say to start with a T shirt 'one size fits all' -> would you buy it nowadays? - No? - Why not? Same deal for Football clubs: so many different ones to choose from and they all offer the same. The battle of the lowest price has just ended for your club..

Any ideas on how to convince him? Or perhaps someone has better ideas then the 'one size fits all' targeting?

Cheers!
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RESPONSES

  • Posted on 11/25/2009 at 1:46 AM Author
    Well, actually he's a man who believes that football should entertain everyone. That's also the main reason why I have problems convincing him about it. He's afraid that we will forget about those fans who don't bring money in the basket and that they will drop out of the 'fanbase' (what actually will be the result over a while).

    I was also thinking about telling him that it would be strange that a golfclub is for people who are more rich and that it would be strange if they started advertising to people who are poor because that would lower the standard of the sport. But actually golf has always been for the upperclass so that's no real point of segmentation..

    Thanks for the answer already, still not really out of it though..

    Cheers
  • Posted on 11/29/2009 at 7:27 AM Author
    Actually I just want to persuade the manager about the fact that segmentation and positioning is needed solution for the club. He now thinks that he should target his 'products' to everyone and thus accept every sponsor, accept every supporter and so on.. I think he should start with making a decision which corporate story he wants to bring. So I think I need an example of a team or a product that wasn't a succes in the beginning but after a better positioning became very popular. The product or service should be well known..

    I hope you understand now :)
  • Posted by AA/Swap on 12/5/2009 at 9:10 PM Accepted
    Hi,

    A classic Positioning strategy used by Avis - Rent a car company to compete against it competitor Hertz. Click on the following link & go through the case study:

    https://www.icmrindia.org/casestudies/catalogue/Business%20Strategy1/Avis%2...

    I am sure with this, you will be able to derieve some clues & put forth to the management.

    Swap
  • Posted by NovaHammer on 12/7/2009 at 10:15 AM Accepted
    Great link SWAP I've bookmarked it myself!

    To answer the question myself......also motivations and personal values can change over time and in different cultures; that is why Maslow's simple pyramid theory isn't enough.


    ERG Theory (Clayton Alderfer) deals with overlaps and explains growth opportunities in 3 areas that may prevent frustration and subsequent stalemates or regression in staff etc.

    Might even explain the different Starving Artist's motivation in our own western culture which is more material related vs their higher love of the ART...every football supporter of every 2nd Div team looks for bright spots vs trophys because we don't win many (I support PortVale in UK) so the love of the Art of The Game & skills etc can be more important going down but when we win, we might change our values ... I hope to experience that more often.

    Happy hunting.
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