To: Professor Mark Swain

From: Ariel Lasher

Date: April 5, 2014

Subject: Marketing (BUS141B)

Table of Contents Executive Summary 2 Introduction 2 Answer Questions/Assignment/Analysis 2 Conclusions and Recommendations 3 References 3

Executive Summary

Philadelphia Phillies Inc. is a privately owned business that serves the public with the sport of baseball. David Montgomery is the chief executive officer (CEO) of the company, David Buck is the Phillies’s vice president of marketing, and Bonnie Clark is the vice president of communications. As part of the marketing strategy, the Phillies moved into the Citizens Bank Park in 2004 and Montgomery said, “Bring everyone in closer… Our challenge is to appeal to all segments in that audience.” The reason for marketing in this company is because the fans cannot be promised a win every game. There are several different types of fans, so the marketing team must find a way to make each and every fan feel welcome and comfortable, and to enjoy the entertainment that baseball provides. The Phillies also hosts charity fundraisers for several organizations.

Introduction

The Phillies family - from the players, coaches and their wives to the alumni, Ballgirls and front office staff - take great pride in giving back to the community.
The entire Phillies organization teams up annually to host a variety of special events and fundraisers, prepare and serve holiday dinners to feed the homeless, clothing drives and hold auctions and raffles. In 2010, six players hosted charity events and combined raised nearly $1.2 million for their respective charities and benefited the Philadelphia area community. Additionally, several players developed charitable ticket programs which provided game tickets, concessions and merchandise on 50+ occasions for community groups throughout the season.
The players' wives lend their time and efforts to support several charities and over the past few years have raised over $240,000 for local organizations. (Phillies, n.d.) Answer Questions/Assignment/Analysis

1. (a) What is the “product” that the Phillies market? (b) What “products” are the Phillies careful not to market? a. The Phillies market the entertaining sport of baseball. This “product” is not a tangible product (it is more of a service, an entertainment service) but it allows fans to come to the game and have a good time and enjoy themselves. b. The Phillies are careful not to market a win for every game. There is no promise to the fans for a win at any competition. 2. How does the “quality” dimension in marketing the Philadelphia Phillies as an entertainment service differ from that in marketing a consumer product such as a breakfast cereal? * With a breakfast cereal, the product is, more often than not, the same each time a consumer purchases the product. The cereal’s quality does not change. However, with the Philadelphia Phillies, the team offers a sport that varies each game. The rules and regulations remain the same, but the human factor and changing of opponents change each time. No game will ever be the same as the last. 3. In terms of a social network marketing strategy, (a) what are the likely characteristics of the Phillies fans and (b) what should the Phillies’s Facebook fan page contain? c. The characteristics of the Phillies fans in terms of a social network marketing strategy is likely younger fans with an existing social network account. These fans are more likely to be computer savvy than those who do not use social networking. d. The Phillies’s Facebook fan page should contain upcoming events, charity fundraisers, a link to the website for more information as applicable as well as a link to purchase tickets, statistics of the team (wins and losses), and the “special promotion days”. 4. Considering all five elements of the promotional mix (advertising, personal selling, public relations, sales promotion, and direct marketing), what specific promotional activities should the Phillies use? Which should be used during the off-season? During the season? * All 5 elements should be used by the Phillies. Advertising the upcoming games and events that the Phillies will be holding, personal selling: the team members, ballgirls and staff hosting events and making personal appearances, public relations, sales promotion: promoting the tickets for sale, as well as gift items and souvenirs, direct marketing: directly acknowledging baseball fans. * The promotional activities that should be used during the off-season would be sales promotion: promoting little gifts and souvenirs while the team is off the field and the company can still bring in revenue. Personal selling: the team, staff and ballgirls can still host charity events and other activities off-season and still get the Phillies name out. * The promotional activities that should be used during the season are all 5 of the elements of the promotional mix. 5. What kind of special promotion gift days (with premiums) and event days (no premiums) can the Phillies use to increase attendance by targeting these fan segments: (a) 14 and under, (b) 15 and over, (c) other special fan segments, and (d) all fans? e. Without Premiums: The family events, camera days, “dollar dog nights”, and stroll the bases. With premiums: bobble heads, baseball caps and t-shirts. f. Without Premiums: Rooftop Thursdays (having a luau with friends on the stadium rooftop), camera days, “dollar dog nights”, and stroll the bases. With Premiums: Beach towels, and t-shirts. g. Without Premiums: For each segment, there would be different promotional gift days and event days. Older attendees could participate in “old timers’ game” and even the “dollar dog nights”. College students would be able to attend College Nights and “dollar dog nights”. With Premiums: Again, each segment would be different. So, baseball caps, t-shirts, beach towels, team photo, or bobble head dolls could be possible.
Conclusions and Recommendations

In the reading, I found a lot of the information very interesting. I never knew how much went into the marketing of any baseball or sports team for that matter. There is a lot of thought and intense challenges to overcome. There are so many different fan segments to reach and please. The Phillies do a lot of great charitable activities and that was truly wonderful to find out. I have never attended a Major League Baseball game, but I have attended a college football game at West Point when the Army team played against Vanderbilt. I did receive a bobble head and we had to attend very early to receive one since there were only 100 bobble heads. Knowing now how much thought and effort went into promoting this one single game is mind-boggling. I appreciate all of the effort the marketing team goes through for each and every sports game that there is.
References
Phillies. (n.d.). Phillies Family. Retrieved from Phillies: http://philadelphia.phillies.mlb.com/phi/community/phillies_family.jsp