Question

Topic: Strategy

Manchester Utd Football Club Marketing

Posted by Anonymous on3/3/2005 at 1:50 PM ET 500 Points
HI GUYS, CURERENTLY UNDERTAKING RESEARCH INTO THE WAYS MANCHESTER UTD FOOTBALL CLUB MARKETS ITS FINANCIAL SERVICES (MU FINANCE). IT IS MADE UP OF MORTGAGES, CREDIT CARDS, INSURANCE ETC...https://www.manutd.com/manufinance/

IT CURRENTLY TARGETS PREDOMINANTLY ITS FAN BASE AND OFFERS BENEFITS SUCH AS MERCHANDISE VOUCHERS AND PRIZE DRAWS.

HOWEVER, IF THE COMPANY IS GOING TO EXPAND (PERHAPS BEYOND ITS FAN BASE) AND INTO OTHER SEGMENTS. HOW CAN IT DO THIS??? ANY IDEAS OF WHAT ITS MARKETING PLAN COULD BE????

我们有想过也许CHANGING ITS NAME, TARGETING YOUNGER AGE GROUPS,OFFERING NON SOCCER BENEFITS (TO NON SOCCER FANS) AND TRYING TO GET AWAY FROM THE SOCCER ELEMENT BASICALLY. HOW WE DO NOT KNOW YET??????

THANKS
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RESPONSES

  • Posted byPepper Blueon3/3/2005 at 2:32 PM Member
    Hi Professor Peabody,

    First, please turn off your caps, no need to yell at us, we hear you fine and it is incredibly annoying.

    Here in the US a great business model to learn from would be Capital One atwww.capitalone.com

    Or, check outwww.capitalone.co.uk, not as informative but it will give you a local angle.

    Check them out, they have executed their strategies well.

    I hope that helps.
  • Posted bykoen.h.pauwelson3/3/2005 at 5:37 PM Member
    While the brand has lots of recognition, the association between soccer and finances does not seem evident to a larger audience. Therefore, I would focus on linking the Manchester assets and connotations to finance, eg with testimonials of star players about how the finance arm helps them to save and maintain their soccer-generated wealth, and of fans on how the finance service helps them save/generate money to go watch more games of their favorite team when playing abroad
  • Posted bysammykarijon3/4/2005 at 2:54 AM Member
    The brand name is strong but, what are its associations? Great football and richest football club in the world. How can these associations be transferred to financial services? This is all about brand extensions. They have advantages and disadvantages. Google brand extensions and you will learn of the benefits and risks of brand extension strategy.

    马努球迷可以购买金融services out of strong brand attachment but this may not work for non fans or non football fans. It may be worse if they are fans of other teams. Percieved similarity between the Manu FC and Manu Financial services will determine the success or failure of the marketing strategy.

    The hard work would be then to build the financial services as a brand in themselves. I would go for this. I would build them as a brand on itself even if I have to change the name.

    I think this site will shed alitte more lighthttps://www.poolonline.com/archive/issue23/iss23fea6.html

    Regards,
    sammykarij
  • Posted on3/6/2005 at 5:59 PM Member

    Make the tie between managing the finances for any of the key players (if you do) - OR

    "now you too can acess the same level of services afforded by top players", etc.

    This could provide a bridge to establish awarness in other markets AND preserve the present market.
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