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Origin: early 21st century: Spanish galctico, literally 'galactic person' (i.e. bigger than a star)
Prominent Quotes
In Spain, it is easier to change SPOUSES,
POLITICAL PARTY or RELIGION that it is to change SOCCER CLUB. In soccer, a fan is a FAN FOR LIFE
Case Synopsis
Form in 1902 as Madrid Foot Ball Club In 1920, King granted the title Real (Royal) 1947, Build Bernebeau Stadium By 1970, the team had won 6 European Cup By 2003, under Perezs Management bought Beckham
Soccer Business
1904, FIFA founded in Paris
Set of rules regulating 204-member organizations
Open-league system 1990s, transitioned to strategy of maximizing merchandising, TV revenue, stock values
Supplier Power
LOW & Attractive Licensing & various of sponsorships Low switching cost Players iconic sponsor (50% image rights)cost
Rivalry Competition
LOW & Attractive Regional Big Clubs (Manchester United, Juventus)
Buyer Power
LOW & Attractive Broadcast & Pay TV Stock Values Die-hard fans (seasonal & match day ticket, merchandise) Fans in Asia (world tour visit) 6 million tourist visit Madrid
Threat of Substitutes
LOW & Attractive Other Men`s sports during off season (Basketball, NFL, Rugby, Baseball)
To transform Real Madrid we went partly againts what experts were used to -SanchezTo nurture and project the Real Madrid brand worldwide
1. Give Real Madrid the financial flexibility to acquire talent and expand its brand reach
2. Assemble a team of top
players
Arenas
Worldwide Young Male & women Firm Asian & USA market
Strategy
Rivalry
Staging
Worldwide retail Firm network.
Vehicle
Economic Logic
4 wholly owned Merchandising store. Firm Licensing Strategy & franchising. Disney world of Rivalry Madridismo club training
Various discounts to Firm Real Madrid fan car holders Strategy Strategy (ticket, restaurants, theme Rivalry Rivalry Park, cinemas, merchandise)
Differentiator Firm
Bring in World class players. Strategy One onRivalry One Relationship: (Internet media, wifi, telephone,etc)
Category
Major Sponsor Secondary Sponsor Official Providers
Brand
Adidas Siemens Mobile Audi Pepsi, telefonica Mahou, Unilever, Sanitas, Solan, Kraft, Viceroy, Sanchez Romero Real Madrid TV TV pay per view Spanish Radio Realmadrid.com
Place
Shirt & Kit, name on jersey Bernebau Stadium Press conference, website, and publishing
Value
Broadcasting
TV
Radio Internet
Gate Receipts Merchandising The Socieded Mixta Joint Venture, Merger Tickets Reservations
2.25 mil Euro/year 3.5 mill Euro/year 2 million people 1 mill Euro/year Stadium, Website, retailer 55% increased since 2000 4 mill Euro/year 78.1 mill Euro for 20% share 39.05 mill Euro for 10% share All benefit 25% tax rate
RM Stores
Marketing revenue expected to rise: 39 mill Euro (2000-01) 83 mill Euro (2003-04) 142 mill Euro (2005-06) Marketing activities forecast in 2003-04: 36% turnover, 8% competition, 27% match day revenues, 30% TV rights
Manchester United
Master of the globalization & commercialization model
1. Product segmentation by age Niche Supporters
Targeting Product Children Fred The Red (Soccer ball, t-shirts, children accessories) Teenager The MUFC (backpackers, caps, binders) Adults The Red Devil (quality shirts & sweaters)
2. Digitization
Team`s web site: www.manutd.com unique content library (value at 354.4 mill euro)
3. Sponsorship
Nike signed a 13-year 640 mill Euro, Vodafone signed 4-year 51,5 mill Euro
Problem Identification
1. To make a local brand with worldwide awareness to a real global brand with marketing capabilities
2. To manage the brand and the content from overexposure and commercialization along with an element of uncertainty in soccer
1. IDENTITY =
The movie we are selling is worth more if, say, Tom Cruise is in the lead Sanchez referring to Zidane
Business Model
KEY PARTNER KEY ACTIVITIES VALUE PROPOSITION RELATIONSHIPS CUSTOMER SEGMENTS
KEY RESOURCES
CHANNELS
COST STRUCTURE
REVENUE STREAMS
Revenue Stream
Match-day
Ticket VIP Ticket
Merchandising
Jersey, mugs, T-Shirt of stars 5%-20% from revenues
International Competition
Champions League League World Cup others
Business Model
Forecast Real Madrid Revenue and Net Profit in 04/05
22%
47% 21%
10%
Marketing
The key is to convert real Madrid fans into real Madrid customers wherever they are in the world - Valdano
U.S
Japan
England
France
Germany
Spain
Europe
1.
2. 3. 4.
Boca Junior
Man Utd
Parma
Man Utd
Bayern
River Plate
Milan
Liverpool
Man Utd
Flamengo
Barca
Juventus
Man Utd
Bayern
Roma
Palmeiras
Sao Paulo
PSG
Barca
Bayern
Juventus
5.
Real Madrid
Inter Milan
Palmeiras
Barca
Juventus
Arsenal
Marseille
Inter
Milan
Barca
Magazine Real Madrid TV, Pay per View Socios abonados Card
Discounted seats, magazine Attend UEFA and Cups game Exclusiveness
Asia
China: wanted get 10% sports merchandise Japan: Asian Tour, soccer academics, restaurant caf Asian Tour (China, Hong Kong, Thailand, Japan)
Content development ( training videos, cartoon series) Fan loyalty (youth soccer organization, co-sponsorship) Development of intangible assets (lectures, soccer academies) Asset deployment (first-team tours, licensing & distribution)
Player who join us know that they are taking a step forward, in prestige and in satisfaction as a soccer player Valdano
increase RM income and merchandising sales bring new customer, increase fan loyalty determine purchasing financial power and commerce
Team or Player?
Team is more powerful
Cristiano Ronaldo Total earnings: $42.5 million Salary/winnings: $20.5 million Endorsements: $22 million
Player give up 50% of income to RM RM give high salary High resume, title chance Opportunity to play in champs league RM is more powerful in term of management
We are always worried that great players will cease to exist, but then every year we seem to be faced with a miracle! - Valdano
Risky Business
Team do not do well in league or cups
Crash out of champions league
Star player got injured, age out, or underperformed (Torres) No star player as classy as Figo, Zidane, Ronaldo emerge anymore. Stretch the brand too far (Man Utd)
Fans are not customer