SPORT Down
SPORT Down
SPORT
SPORT
SPORT
MARKETING
The SK Wyverns
SWOT Analysis
& Marketing Mix
Content
Strength
Weakness
Opportunity
Threat
SWOT
Analysis
Location
Age
Companions
Segmentation
Product
Place
Price
Promotion
Marketing Mix
SWOT Analysis
Lack of Star Players in the SK Wyverns
Lack of Regional
Loyalty
Baseball Boom in Korea.
Only One Baseball Team in Incheon
5 Days of Work
Many Competitors in KBO
Other Sports Team in Incheon.
Segmentation
MARKETING OBJECTIVE
One million spectators and
No. 3 in next 3 years.
Segmentation 1: Location
Location: Bucheon, Siheung, Gwang-yeong,
Westside of Seoul(Guro-gu)
Why? Good Accessibility, No regional team,
Large population
Identifiable : Citizens of neighboring region
Accessible : Less than 1hr
- Subway : Bucheon 35 min, Gwang-myeong 1hr,
Guro 52 min
- Car : Siheung 30 min
Sizable (thousands):
Bucheon: 890, Gwang-myeong 350
Siheung : 420, Guro-gu : 450
Almost 2 million !!!
Segmentation 2: Age
Segmentation 3: Companions
Why? Most of people don’t visit alone.
Identifiable : Spectators with their group
Accessible : With friends , Couple
Family, co-workers
Sizable : Family(39.3%), Friends(25.7%),
Couple(17.2%), Co-worker(11.3%)
Marketing Mix
Product Place Price Promotion
Marketing mix 1: Product
Happy Birthday party in the stadium
- use outfield party deck or sky box
- give birthday present the Wyverns uniform
- chance to take a picture with favorite player
Together -three generations
- use outfield party deck or sky box
- chance to take a family picture with favorite player
SK telecom ‘온 가족 할인’family user
- come to stadium on the family
anniversary once in a year
- free outfield tickets for 4 member
Marketing mix 2: Place
Expanding off-line Wyverns shop
Incheon Sinsegye department store
Pop-up store → being part of store
Bupyeong underground shopping
area
Marketing mix 3: Price
Discount for students of universities located
in Incheon
Ticket discount for serial games by 1000 won
Discount season pass tickets for inhabitants
of Incheon and the Gyeonggi-do
Marketing mix 4: Promotion
SK company’s Public service
advertisement with players
Bus advertisement
The SK Wyverns Pub
Thank you for listening!
_NOTES_1_
Our marketing objective is increasing number of total spectators as one million.
And at least no. 3 in ticket sales. This graph is number of total spectators of each team last year.
We can see Sk 와이번스 is 98 사우전드 and no
자료출처 : http://www.ALLReport.co.kr/search/Detail.asp?pk=11059054&sid=sanghyun7776&key=
[문서정보]
문서분량 : 15 Page
파일종류 : PPTX 파일
자료제목 : SPORT
파일이름 : SPORT.pptx
키워드 : SPORT
자료No(pk) : 11059054
SPORT
SPORT
SPORT
MARKETING
The SK Wyverns
SWOT Analysis
& Marketing Mix
Content
Strength
Weakness
Opportunity
Threat
SWOT
Analysis
Location
Age
Companions
Segmentation
Product
Place
Price
Promotion
Marketing Mix
SWOT Analysis
Lack of Star Players in the SK Wyverns
Lack of Regional
Loyalty
Baseball Boom in Korea.
Only One Baseball Team in Incheon
5 Days of Work
Many Competitors in KBO
Other Sports Team in Incheon.
Segmentation
MARKETING OBJECTIVE
One million spectators and
No. 3 in next 3 years.
Segmentation 1: Location
Location: Bucheon, Siheung, Gwang-yeong,
Westside of Seoul(Guro-gu)
Why? Good Accessibility, No regional team,
Large population
Identifiable : Citizens of neighboring region
Accessible : Less than 1hr
- Subway : Bucheon 35 min, Gwang-myeong 1hr,
Guro 52 min
- Car : Siheung 30 min
Sizable (thousands):
Bucheon: 890, Gwang-myeong 350
Siheung : 420, Guro-gu : 450
Almost 2 million !!!
Segmentation 2: Age
Segmentation 3: Companions
Why? Most of people don’t visit alone.
Identifiable : Spectators with their group
Accessible : With friends , Couple
Family, co-workers
Sizable : Family(39.3%), Friends(25.7%),
Couple(17.2%), Co-worker(11.3%)
Marketing Mix
Product Place Price Promotion
Marketing mix 1: Product
Happy Birthday party in the stadium
- use outfield party deck or sky box
- give birthday present the Wyverns uniform
- chance to take a picture with favorite player
Together -three generations
- use outfield party deck or sky box
- chance to take a family picture with favorite player
SK telecom ‘온 가족 할인’family user
- come to stadium on the family
anniversary once in a year
- free outfield tickets for 4 member
Marketing mix 2: Place
Expanding off-line Wyverns shop
Incheon Sinsegye department store
Pop-up store → being part of store
Bupyeong underground shopping
area
Marketing mix 3: Price
Discount for students of universities located
in Incheon
Ticket discount for serial games by 1000 won
Discount season pass tickets for inhabitants
of Incheon and the Gyeonggi-do
Marketing mix 4: Promotion
SK company’s Public service
advertisement with players
Bus advertisement
The SK Wyverns Pub
Thank you for listening!
_NOTES_1_
Our marketing objective is increasing number of total spectators as one million.
And at least no. 3 in ticket sales. This graph is number of total spectators of each team last year.
We can see Sk 와이번스 is 98 사우전드 and no
자료출처 : http://www.ALLReport.co.kr/search/Detail.asp?pk=11059054&sid=sanghyun7776&key=
[문서정보]
문서분량 : 15 Page
파일종류 : PPTX 파일
자료제목 : SPORT
파일이름 : SPORT.pptx
키워드 : SPORT
자료No(pk) : 11059054
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