76B KaranKapoor Man Chester United New

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Manchester United

Integrated Marketing Communication Strategies

Made By: KaranKapoor

Roll No. 76 B


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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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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

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