International Marketing Study Program 2004
Manchester United Football Club
9, 11 January 2004
Manchester United was an amazing visit. The moment we walked into the stadium the awesome power of their brand was realized. Manchester has a come a long way since its beginning, today being recognized as one of, if not, the biggest football teams in the world. We were taken on a tour of the stadium which included visiting exclusive areas, including the dining area the players sit for their last meal prior to a game. Our tour ended at the Red Café, an All-Star like café devoted to the Manchester United football team.
Their current strategies focus on related diversification, venturing into the new businesses of catering (i.e Red Café), credit cards, insurance, mobile phones and Red Cinemas. Such ventures encompassing MU's escapology main line of business.
MU Director of Marketing, Peter Draper, candidly spoke to us about their marketing strategies, mainly focusing on sponsorship. Their main sponsors include Vodafone and Nike - also global leaders of their field - who complement Manchester United's image and direction, producing a highly successful strategic fit. Such associations offer MU a competitive advantage over other players in their field.
In Manchester's pursuit of turning international fans into customers, they are implementing initiatives globally, such as opening a stream of new restaurants in China in pursuit of this promising market.
Our next visit that day was to Red Cinema, where we attended a special screening of The Last Samurai, bringing a tear to the eye of many of the girls. Following the movie, a short presentation occurred, focusing on the alliance between Village cinemas and Manchester United. We were then introduced to their new concept of screening live Manchester United football games, which has been a sell-out success for the partnership. Finally we were treated to a tour of the facilities, including a behind the scenes look.
There was no better way to top off our Manchester visit than by attending a MU vs Newcastle football match, experiencing a once in a lifetime opportunity. Sadly, the score ended nil all, to the disappointment of all the girls awaiting a goal and a ‘strip-off' from one of the players. All in all, it was a memorable experience. The atmosphere was phenomenal; with a 67,000 + crowd, the vibe was indescribable.
Man U have successfully pursued new markets on a global level through their various partnerships and sponsorships, allowing its evolution from a premier league football team to being recognized as one of the world's leading sporting brands, with over 50 million supporters globally. We are deeply appreciative towards Peter Draper and Manchester United for providing us with such a memorable experience. Manchester United has, in turn, gained 21 new loyal fans!
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