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Phillies Case of Marketing

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Submitted By pumas2014
Words 1210
Pages 5
“Caso Philadelphia Phillies Inc.”

MATERIA: MARKETING
PROFESOR: F. JAVIER CERVANTES ALDANA

ÍNDICE

1.0 ANTECEDENTES 3
2.0 INTRODUCCIÓN 3
3.0 MERCADO 3
4.0 ACTIVIDADES DENTRO DEL ESTADIO 4
5.0 ACTIVIDADES PROMOCIONALES 5
6.0 PREGUNTAS 6
7.0 BIBLIOGRAFÍA 6

1.0 ANTECEDENTES

* En 2004 se mudaron a su nuevo estadio el Citizens Bank Park.

* En 2008 ganaron la serie mundial frente a los Rays de Tampa Bay.

* Su reto es atraer a todos los segmentos.

* El nuevo estadio solo es un elemento en la compleja estrategia actual para vender a los Phillies de forma eficaz. Anteriormente solo bastaba con tener el estadio y contratar jugadores y vender boletos esperando que un equipo ganador atraiga aficionados.

2.0 INTRODUCCIÓN

¿Cómo vendes un producto ya muy conocido como un equipo de béisbol de ligas mayores? * La experiencia en el estadio es fundamental * Proyectar una imagen de experiencia divertida * Recomendaciones de boca en boca de los aficionados felices * Vender el atractivo de una experiencia divertida a todos los segmentos de aficionados. Los equipos tienen altas y bajas y sobre todo un equipo como los Phillies por lo que este punto es fundamental

3.0 MERCADO

* Los incondicionales. Aficionados intensos que están ahí para presenciar la estrategia y ver ganar a los Phillies. * Chicos de 14 años y menores. Acuden al juego con familiares para obtener como premio un bate o un muñeco con cabeza móvil, y tienen un día para ‘correr las bases. * Mujeres y hombres mayores de 15 años. Van a celebrar ocasiones especiales, como el Día de la Madre o el Día del Padre. * Adultos de 60 años y mayores. Un día para caminar por las bases. * Veinteañeros y treintañeros. Se reúnen con sus amigos en el estadio y los restaurantes para una noche de diversión. * Grupos corporativos y de la comunidad. Acuden a divertirse, pero también para conocer mejor a los integrantes de sus respectivas organizaciones.

4.0 ACTIVIDADES DENTRO DEL ESTADIO * Comprar recuerdos en Phanatic Attic. * Corretear en la Phanatic Phun Zone, el área de juegos más grande para niños de las ligas mayores. * Probar sus habilidades como lanzadores. * Pasear por Ashburn Alley. un área de alimentos y entretenimiento al aire libre. * Comer todo el año en el McFadden Restaurant and Saloon o en Harry the K’s Bar & Grill.

5.0 ACTIVIDADES PROMOCIONALES

* Antes y durante la temporada, los Phillies transmiten una serie de anuncios de televisión para generar y/o mantener el interés de los aficionados.

* Días de promociones especiales, en los cuales suele aumentar entre 30 y 35% la asistencia de aficionados. Hay tres categorías: 1) noches temáticas, 2) días de eventos y 3) días de regalos de primera calidad.

* Otras actividades promocionales caen en categorías tradicionales y no tradicionales. Por ejemplo apariciones personales de los jugadores y sus esposas en actos de caridad, anuncios de radio y televisión y eventos especiales pagados por sus patrocinadores.

* Internet y las redes sociales han revolucionado las estrategias de medios de los Phillies.

6.0 PREGUNTAS

1 a) ¿Cuál es el producto que venden los Phillies? b) ¿Qué productos, por prevención, no venden?

a) Los Phillies venden entretenimiento, una experiencia divertida en el estadio para todos los segmentos de aficionados. b) No venden a sus aficionados la promesa de ganar en cada juego.

2 ¿Cuál es la diferencia de la dimensión “calidad” entre el marketing de los Phillies de Filadelfia como un servicio de entretenimiento y el marketing en un producto de consumo como el cereal para el desayuno?

La diferencia radica en que la oferta de los Phillies se basa en un servicio por lo tanto la calidad al va enfocada a los eventos y actividades y todos los aspectos que estos engloban, Una vez que un consumidor prueba un servicio, este se evalúa al comparar las expectativas con la experiencia real en cinco dimensiones de calidad: confiabilidad, tangibilidad, capacidad de respuesta, seguridad y empatía, mientras que el marketing de un cereal va enfocado a la oferta de un bien por lo tanto la calidad va en función únicamente de los ingredientes y los beneficios del cereal.

3 En términos de una estrategia de marketing de redes sociales, a) ¿cuáles son las posibles características de los aficionados de los Phillies? y b) ¿qué debería contener la página de aficionados de Facebook de los Phillies?

a) Aficionados muy fieles e incondicionales, chicos de 14 años y menores que buscan obtener como premio un bate o un muñeco, mujeres y Hombres mayores de 14 años que van a celebrar ocasiones especiales como el día del padre o de la madre, veinteañeros y treintañeros que se reúnen para una noche de diversión y grupos corporativos o de la comunidad que acuden para divertirse pero también para conocerse. b) Promociones de comida y bebida, eventos especiales dentro del estadio, paquetes a grupos grandes, descuentos en mercancía oficial del equipo, estadísticas del equipo, noticias sobre los jugadores.

4 Considerando los cinco elementos de la mezcla promocional (publicidad, venta personal, relaciones públicas, promoción de ventas y marketing directo), ¿qué actividades promocionales específicas deben emplear los Phillies, cuáles deben aplicar en el receso de la temporada y cuáles durante la temporada?

En el receso de la temporada pueden emplear una mezcla de promocional de publicidad anuncios en radio y televisión, relaciones públicas en medios televisivos e impresos con entrevistas a los jugadores y directivos acerca de las nuevas atracciones y adquisiciones de jugadores para la próxima temporada, para mantenerse en la mente de los aficionados y crear expectativa para el inicio de temporada, promoción de ventas como abonos y paquetes para la temporada que está por venir y marketing directo para comunicar todas las novedades de la temporada por venir a los aficionados y por último venta personal en organizaciones y centros comerciales de paquetes y boletos.

Durante la temporada continuar con la publicidad del equipo y de las actividades y eventos que se realizan en el estadio para seguir atrayendo audiencia, venta personal de boletos y artículos oficiales del equipo, relaciones públicas a través de eventos de caridad y entrevistas, promoción de ventas como noche hawaiana, noche de Halloween, noche de algún producto más barato como gorras o algún alimento, información y noticias de los jugadores y de los eventos en redes sociales.

5 ¿Qué tipo de días de promoción especial (con regalos) y días de eventos (sin regalos) pueden emplear los Phillies para incrementar la asistencia de los aficionados, segmentándolos adecuadamente en: a) menores de 14 años, b) mayores de 15 años, c) otros segmentos especiales de aficionados y d) todos los aficionados?

a) Menores de 14 años – Reglar un muñeco con la cabeza movible. Y evento de concursos de bateo o fotos y firma de autógrafos en la cancha del estadio. b) Mayores de 15 años – Regalar una playera. Evento de velocidad de lanzamiento de bolas dentro de la cancha o promociones especiales por cumpleaños. c) Otros segmentos especiales de aficionados – Promoción de bebidas 2 x 1, Noche de disfraces con algún premio en cupones o boletos al disfraz más original. d) Todos los aficionados – Regalar un llavero, Día del padre, de la madre, del niño, del amor, del universitario, etc.

7.0 Bibliografía

Kerin, Hartley & Rudelius, Marketing, Undécima edición. McGraw-Hill. pp 446, 447

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