chinese university rugby marketing plan
TRANSCRIPT
MCURFA arket!Ing!Plan!
• Background
• Situational Analysis
• SWOT
• Marketing Strategy
• Action Plan
• Sponsorship
• Budgeting
• Monitoring
hina
niversity
ugby
ootball
ssociation
C!U!R!F!A!
1990 CAU
1994 – 1997 AST Cup
1994 CURFA
1996 CRFA
ARFU 9th IRB 96th
1997 Men’s
W omen
Late 90s Asian 7s 06,09,10
World 09
13 Member Universities
National University
7s
ituational Analysis S
Consumer
3000
6m
30m+
150K by 2020
50%+
>
Avg.
COMPETITORs
96 98
CCTV5
600+ TEAMs 10M attendence
1.5b audiences
TOP 100
€145M
19
NCAA
• 630 universi(es • 10k+ players • 2k+ Volunteers • 30M Spectators
• CCTV5, PPTV, YouKu, SohuSports, LeTV, Football Weekly
S W
T O
Marketing !" " ""Strategy
MKT Obje Community Play
Coaching Officiating
Mkt. Commer-cialisation
Positioning!
University Rugby
Target Market!
Target MKT
C9!Ivy League!
Action Plan!
Ac(on Plan
• Community Play Rugby Day!Movie Night!
Education (Toolkit/ Lunchtime talks)!
Partnership!#Play4Fun !#Rugby4All
Book Film
Music + Documentary
TOOLKIT
#history #culture #socialising #entertainment
#partnership!
#partnership!
Coaching &
Officiating
• Overseas
training
• Short courses
• Learning tours
• 7s progammes
Comm erci ali$a tion
YOUR LOGO HERE ?!
20k
2k 5k
10k
#tournament
#officialkit
#advertising
#vendingmachine
#themedevent
#database !!
Budget
Budgeting!
î
⎩
20k
Monitoring !+!
Evaluation!
Q…A
¡ MUCHAS GRACIAS !
