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Manchester United
Integrated Marketing Communication Strategies
Made By: KaranKapoor
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Football Club and Brand
If relationship between brand and customer isthe core of branding, there is few, that canmatch the intensity of the fanatic relationship
between a football club and its fans.
A testimonial to the above statement can be avisit to the Anfield stadium in Liverpool andsee how many people are singing their officialsong You will never walk alone during thematch. Or visit the Old Trafford stadium eachmatch day and see more than 60,000
spectators screaming their heart out time and
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Brands can only dream of such emotionalengagement
For a Football Club, most of the IMC done bythe fans as they become stakeholders of theclub.
Since the fans are a part of the club and a blogwritten by a fan does the same positivepublicity as one written by the club, so we
need to consider any communication done by
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Manchester United- IMC
In-house
Magazine
In-house
TV
channel
Merchandising
Mobil
SocialMedi
a
DigitalMedia
PRand Events
CafesandRestaura
ntsOOH
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Television
A football club unlike a brand doesnt have toadvertise on TV.
They already have a widespread presenceacross the sports channel and the newschannels.
For a club like Manchester United, which hasthe premier league matches telecasted everyweekend across the world, and mid-week
presence through the Champions league
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MUTV
Manchester United also operates a TV channelof its own. MUTV (Manchester United
Television) is an English subscription based
television channel which was first broadcast on10 September 1998.
MUTV offers Manchester United fans exclusiveinterviews with players and staff, full matches,including all Premier League games, livereserve and academy games and classicmatches plus football news and other themed
programming. The station also broadcasts all of' -
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MUTV
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Radio
Like TV, Manchester United has an automaticpresence on Radio on Match days. All theUnited matches are aired live on BBC Radio.
Key 103 will be the Official CommentaryPartner of Manchester United from August2008-2011.
Full live commentary on every match will beavailable on the local airwaves at 103 FM.
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Tie-ups with RadioChannels
Key 103 will providebuild-up, commentary
and analysis for week-end games, while alllive commentaryduring the week will
be broadcast on sisterstation Magic 1152.
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Mobile
Manchester United uses mobile as amedium to sell its mobile content on
the Internet or through their WAPportal .
Manchester United signed a dealwith Vodafone to create MU mobilein order to target its fans worldwide.
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MU Mobile
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MU Mobile
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Internet and the DigitalMedia
Manchester United sent outan e-mail campaign to allMUTV Online subscribers topromote the new season. Tocatch the readers attention,they used this uniquephotograph showing threeUnited fans looking
thoroughly bored by the lackof football during the break.
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- -mail Marketing
Portfolio by Pixel8The e-mail marketing campaign byPixel8 combined eye-catching e-mailmarketing designs with the latest e-mail campaign reporting systems.
Problem
Even a football club as successful as
Manchester United needs marketing
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A snapshot of the E-mailsent
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Strategy Continued
This was the first time the club had
produced such a detailed andpersonalised pack. The club alsointroduced a client relationship teamto give every recipient a personalcontact at the club, giving them anopportunity to discuss their renewalor any other issues before the
season started.
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Website
Manchester United as one of themost popular football teams in theworld has done well to promote theirimage through effective InternetMarketing as has been revealedthrough the website analysis done
on the Manchester United website.
Upon landing on the entering pagethe user immediatel becomes of
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Website- Continued
Features onthe
websiteOnlineTV
Become a
MemberLatest
Happenings
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Chat rooms andcompetitions
MessageBoard
Interactionwiththe
fans
Games
andcompetitions for
Fans
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Online booking of tickets, getting thelatest news on the team, and beingable to enjoy excellent shopping aremore interactivity and usabilityfeatures of the Manchester Unitedwebsite.
Interactivity is promoted throughmessage boards and the opportunityto rovide ideas about for instance
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Downloads on thewebsite
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Social Media
You Tube has a complete page dedicated toManchester United which has all the UnitedVideos available at one place.
There are over 1,000 United communities onOrkut which depicts the high level ofengagement the club shares with its fans.
One of the Manchester United community onFacebook has above 3 lakhs fans, again
testimonial to the huge fan base of the club all
oc a e a ew
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oc a e a- ewcommunities on
Facebook
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Orkut communities
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Twitter and Myspacepresence
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You Tube page
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Blogs
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When you type in blogs on Manchester Unitedin the google search field, it returns you amammoth 20,200,000 records.
Most of the blogs are written by the passionatefans, who follow the club closely.
These fans can be regarded as the clubemployees in disguise.
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Merchandising
A major chunk of the overseas revenues comefrom merchandising- then be it online orthrough the stores.
The website has the option to selectmerchandise online which are delivered atselect locations by the club.
There are exclusive merchandising stores in UKand Asia. In places like India, there are Nike
stores which sell the United merchandise.
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Merchandising- Online
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Merchandising- Online
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Merchandising- Online
e occer c oo
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e occer c oo -Learn to play the United
Way
M h di i Th h
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Merchandising- Throughthe Stores
A Few merchandisingstores in Asia
M h di i Th h
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Merchandising- Throughthe Stores
M h t U it d
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Manchester UnitedRestaurant and Bars
The Theme brought out with the Manchester United Restaurant and Bar iscontemporary English. Key design features of the outlets include the Wall ofFame, the Skybox, the Dugout area and giant projector screens to screenlive telecast of soccer games and other major sporting events. There is alsothe popular Managers Bench, a replica of the area where coach and playersmeet at the playing field and a lively island bar with video walls showing live
telecasts of all major sports events. The perfect setting to enjoy a great gamewith friends.
The club opened its first caf in Asia named One United, in the Sichuanprovince of China, followed by the Beijing branch.
In India, Manchester United Food & Beverage (Asia) Pte Ltd and BillionaireSports Pvt Ltd opened Indias first ever Manchester United Restaurant andBar . The flagship outlet, Manchester United Restaurant & Bar was opened atNirmal Lifestyle Mall, Mulund in partnership with Nirmal Lifestyle Ltd.
United has also announced its artnershi with Great Moments Hos italit ,
M h t U it d C f
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Manchester United Cafesin Asia
M h t U it d
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Manchester UnitedRestaurant and Bars
M i I id
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Magazine- InsideUnited
Inside United, the official Redsmagazine, tracks the club's progressevery step of the way. It hasexclusive interviews with all theplayers, behind the scenes access inInside Carrington, plus the regular
column in Ask Sir Alex.
Issues are published every fourweeks resultin in 13 issues er
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Inside United- Versions
Specialissue
ChineseThai
UKversion
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Pre-season visits
The reasons for visiting a particular location fora pre-season visit may vary from being fanoriented to business oriented.
In 2003, a part of the reason for visiting the USwas to demonstrate support to Uniteds brandpartners in the US. Many of the clubs strategic
alliances had been forged with USmultinationals like the Nike, Budweiser etc. andthe club saw the US tours as perfectopportunities to engage with those partners in
the American market.
Pre Season visits 2003
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Pre- Season visits 2003-07
Year Visit
2009 China, Malaysia andKorea
2008 South Africa2007 Japan, China and Korea
2006 South Africa
2005 Japan, China and Hong
Kong2004 Ireland
2003 USAThe choice of opponents for the pre-seasonfriendlies so as to appease the loyal customer
base in these countries and add new fan base tothe existin lot.
Events Season End
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Events- Season EndAwards
Manchester Unitedused MCLManchestersexpertise in
providing the x-factor for theannual ManchesterUnited Player ofthe Year Awardsand End of SeasonStaff Ball. Inattendance werethe Manchester
United first team
Books Season DVDs
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Books, Season DVDs,Biograpghies
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Books- Continued
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A Few Tie-ups- Air Asia
Air Asia and ManchesterUnited tied-up and AirAsia lauched a specialaircraft dedicated toManchester United. AirAsia found anopportunity to aim atthe United fans by
painting one of theiraircrafts ManchesterUnited-like. The aircraftwas called the Red DevilAirbus and it featuredthe key players and the
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Tie-ups with Airtel
Bharti Airtel, has afive-year, multi-million-dollar contentpartnership deal with
Manchester United.The partnership withThe Red Devils will
give exclusive access
to Airtel's 9.40 croresubscribers acrossIndia, Sri Lanka andSeychelles for United'sfootball content over
mobile.
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Billboards
A fewBillboardsin Asia
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Billboards- UK
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CSR
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CSR
A partnership between ManchesterUnited and UNICEF is working inSichuan Province to combat thetrafficking of women and children.
Ryan Giggs, Rio Ferdinand andPatrice Evra fronted a video andposter campaign to try to reduce thespread of HIV in Sierra Leone. Thecam ai n involved talkin to oun
C i S i l M di
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Camapign- Social MediaTo Spread The Word
Manchester United are owned by the Glazers whohave plunge it in to over $ 700 million in debt. A
fans revolt is on the cards, who have recruitedthe agency behind Barack Obamas onlineelection campaign Blue State Digital. TheManchester United Supporters Trust have beenselling green and gold bar scarves and hats frommarket stalls on match days, at various locations
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The key with this campaign is thesocial media element and gettingthe word out to mobilize the group(the Manchester United fans) in toaction. The mailing list has morethan trebled from 30,000 to nearly
90,000 in just a couple of days andthe campaign is already starting tofeel as if it is taking hold.
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Analysis
Since a marketing campaign by a bigfootball club like Manchester Unitedencompasses a wide variety ofchannels and communications, it isdifficult to analyze the same.
But as far as the results areconcerned, one can safely concludethat Manchester United has growninto the most o ular club in the
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Strengths and Weakness
The major strength of all thecampaigns at Manchester United isthat these are interactive campaignsand draw a huge fan involvementand engagement.
United has some of the best playersin the world as a part of the teamand thus they were able to achievewhatever they communicated
through their on-field heroics during
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Thank You