International Marketing Study Program 2005
NBA visit 2
Tuesday, 11th January 2005
Hong Kong with its cosmopolitan culture is positioned as an attractive and accessible entry point for multinational enterprises looking to enter the Chinese market. Since the handover in 1997, China 's economy has grown exponentially with immense potential for further growth. The National Basket Association (NBA) is an ideal example typifying how a multi-national enterprise has strategically established its position in the local market place.
The visit to the NBA Asia headquarters located in Quarry Bay , Hong Kong can only be described as dream come true by marketing enthusiasts such as us, who are also fans of the sport of basketball. The physical appearance of its premises highlights the best of the NBA and also carries with it the great responsibility for managing the NBA interests in Asia and most importantly access to the whole of China and the rest of Asia .
From the presentation, we learnt about the NBA's strategies and marketing mix, as well as the difficulties the NBA faced when first attempting a new market in China . It was fascinating to hear familiar terminology from textbooks being put into practice by the executives at NBA over the course of the visit because it served as a reminder about the dynamic and vibrant world of marketing, and also a reminder as to why we students chose a marketing degree in the first place. The presenters of the day from NBA are as followed:
Cheong Sau Ching - Senior Director Public Relations
Cecilia Chi - Senior Manager Regional Licensing
Jiao/Marcus Chu – Senior Manager Public Relations
Joanne Poon – Coordinator Television & Media
The NBA Asia marketing mix includes games and players, news media, PR, Consumer products, marketing partnerships and events
Games & Players - Yao Ming was selected to play for Houston Rocket due to his spectacular skill and physical size (being 239 cm tall). More strategically from a marketing perspective, he propelled the globalization of the NBA to new levels, with the Hong Kong head office playing a critical role in its development.
NBA TV program via cable, satellite, partners – NBA games 24/7, Inside Stuff (lifestyle), NBA Action weekly highlights, interviews, daily, greatest moments. However, difficulties were encountered in Korea due to strong government regulation.
Public Relations - Hong Kong office assists in interviews, organising media events for press across main land China and are also responsible for organising several demonstration games in China .
Consumer Products – global products eg. Play station, posters, shoes, etc. Partners – Lego, Sony, Spalding, regional licensee – Reebok, as well as NBA sport ware having factories in Philippine but problematic due to piracy.
Sponsorships – drink cans, coke, red bull, Nike, Reebok, provide prizes, cards. NBA has global sponsors such as Coca Cola as well as local Chinese sponsors like Red Bull which only sponsors NBA in China . Moreover, NBA Asia when negotiating deals with sponsors has a minimum target of signing up at least 6 players with the sponsors.
Events – outdoor festivals, music concert with sponsors, e-game zone – community outreach during summer. Yao Ming visited primary schools and conducted reading section as well as physical education with children.
The visit was concluded with an exciting quiz-show style game, the prizes to which were official NBA merchandise. Each of us was also presented with a goody bag containing press material relating to the NBA and a tee-shirt.
Thank you to all at NBA for a fantastic visit!
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