When one talks about a major-league soccer (MLS) team like the LA Galaxy, it is unlikely that the term marketing will come up. LA Galaxy was one of ten teams that formed the Western Conference of the MLS in 1996. The LA Galaxy has been the most successful franchise in the MLS and has several conference and championship wins to their credit. Part of their continued success is the ability to recruit and sign some of the biggest soccer players from the United States, Brazil, Ireland, Italy and Panama. The LA Galaxy teams draws about 23,000 fans to each of their games. It may be hard to believe, but MLS attendance has surpassed both the NBA and NHL (Smith, 2013).
The LA Galaxy team has done several things quite well to help market the franchise. One thing that I believe is working very well for the Galaxy franchise is the fact that they have embraced the various digital social media applications like Facebook and Twitter to name two of the many formats and platforms currently in use and remain ready to engage new social media formats and platforms as they emerge. Because of the Galaxy’s success with social media, they successfully obtained 1.3 million fan users (Kerin & Hartley, 2017, p. 343). Even with their current success
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342). It is hard to identify one or two of the seven elements of service marketing mix that may have had the most impact in the LA Galaxy marketing program. Of the seven elements of the service marketing mix, I believe the Galaxy marketing team have utilized four elements effectively to provide a maximum return on investment (ROI). The four elements people, product, price, and promotion are the elements I believe have had the most impact for the LA Galaxy franchise, with people being the most important of these four
Catalina Marketing Corporation was founded in 1983 by five friends, Tom Mindrum, Mike O’Brien, George Off, Mike Scroggie and Brian Yeatman, while on a boating trip to Catalina Island in Southern California. The five friends were remarkably similar, though different. All five had experience in the consumer research field. All five had strong areas (whether research, computer technology or sales) at which they excelled. All five were looking for a new line of work that would be challenging and most importantly, paid well. The five came up with an idea to use the new scanner technology at grocery stores to gather information and print a coupon for a rival product.
This paper will describe the four elements of the marketing mix (product, place, price, promotion). In addition, it will describe how each element is implemented within a specific organization and how the four elements relate to that organizations marketing strategy. The company used in this example is both a product and service driven company and is in business for profit.
"LA Fitness grew out of three clubs, each owned by one of the founders. In 1990 Fred Turock, Jeremy Taylor and David Turner decided to get together to jointly manage these clubs, with the aim of building up a network of gyms with first class facilities. In 1996 they created the LA Fitness brand and the following year they joined the top ten health and fitness club operators, catering to a wide variety of people of all shapes and sizes and with a huge range of goals. In 1999 the growth and success of the LA Fitness group led to a listing on the London Stock Exchange. In 2005 the team decided they needed more control - they wanted to make sure LA Fitness could continue to provide affordable membership and a fun environment for its growing band of members. LA Fitness now has more than 88 clubs and over a quarter of a million members all over the United Kingdom" (LA Fitness, 2007).
The overall secondary market for ticket sales have soared to 300% since 2011, which is higher than any other sport (Hershman), and MLS set new attendance records in 2015 (Goldberg) Ticket prices are also rising to match the demand, but are still cheaper than NFL tickets, which attracts more fans. Multiple cities have joined the battle for their own MLS team, and the league is expected to grow to twenty-eight teams in the next ten years (Hershman). High level players are competing in the states, like David Beckham, Clint Dempsey, and Bastian Schweinsteiger, who recently joined Chicago Fire and scored a goal on his debut (Dowd). The level of play has definitely risen over the last few years, and the competition for the MLS cup will definitely be
To further assist with accelerating Lady Gaga’s brand, her team decided to take advantage of technological advances in communication. Lady Gaga’s team leveraged her social media presence by creating pages on two popular social media sites, Facebook and Twitter. This resulted in her becoming the most popular living person on Facebook with almost 11 million fans (Silverman, 2010).
For the sport industry, social media has enabled fans to have a closer relationship with sporting organisation operations while allowing their organisation to be strategic and more proficient with limited amount of capitals. This has helped sports to get involved in the business of “relationship marketing” (Grönroos 2004). This is mainly because social media enables the organisation platform to adopt a long term relationships with fans and continue to shape the idea of community once a game ends or season comes to close.
Some of the 4P’s of Marketing Mix that Interface need to implement to realize success include:
Hundreds of millions of people around the world play or watch soccer. There are more than one hundred and fifty professional leagues in the world for soccer. While America has one major soccer league in the country Europe has a handful. Soccer is becoming more popular in America, but is far from having the popularity similar to overseas. Soccer has progressed in America from the North American Soccer League to Major League Soccer. The fact is, soccer overseas has had more time to grow and develop. In time, the MLS can become a powerhouse for soccer in the world alongside the premier leagues.Eventually, the MLS will compete with the pace, shots, and skills observed on and off the ball.
Under this element, the company integrates different technologies into its processes, and this, in turn, leads to an increase in the efficiency of the operations of the company. For example, in its distribution system, Costco utilizes the cross-docking technology to help in the conveyances of products in the different locations. This ensures that there are no product delays in the respective markets (Guo, 2016). Accordingly, Costco can attract more customers who prefer the warehousing services provided by the company. Overall, Costco exploits the Porter’s value chain elements to increase the productivity and efficiency of its operations while also lowering the cost of margins related to the operations of the organization (Guo, 2016). These benefits result in different competitive advantages to the company which in turn increases the profitability of the organization. For each of the Porter’s value element, the different stakeholders of the company are also impacted
An organization must use a strategic marketing process to distribute its marketing mix resources to reach its target markets. The elements of a proper marketing mix are price, product, place, and promotion. They are the four P’s of the marketing process (Goi, 2009)
If you asked 10 followers on Twitter if they prefer Coke or Pepsi, 9 out 10 would probably say Coke. This paper will explore the concepts of social media presence for The Coca-Cola Company. Why do people drink Coke? Why is Coke so popular? Questions such as these will be answered throughout this strategy recommendation project.
Major League Soccer started off as a small, poor league, but has recently exploded in growth and quality. The recent explosion is something that many North American soccer fans should take note of, because Major League Soccer is growing rapidly.
The four P’s of the marketing mix are price, place, product, and promotion. Each element has its significance, and it is important that
Social media avenues are a new, upcoming, and popular way to advertise for businesses and for people to connect to each other. Alexis Ohanian once said that "Being effective at social media, whether for business or personal use, means capturing people who have short attention spans. They 're only a click away from a picture of a funny cat, so you have to make your thing more compelling than that cat. And that can be a high bar." (Ohanian) Powerful usage of social media can have a big impact.
Too often, a marketing function is misunderstood, because many people do not understand what is meant by ‘Marketing’.