Click to edit Master subtitle style Integrated Marketing Communication

Strategies

Manchester United
Made By: Karan Kapoor Roll No. 76 B

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Football Club and Brand

If relationship between brand and customer is the core of branding, there is few, that can match the intensity of the fanatic relationship between a football club and its fans. testimonial to the above statement can be a visit to the Anfield stadium in Liverpool and see how many people are singing their official song You will never walk alone during the match. Or visit the Old Trafford stadium each match day and see more than 60,000 spectators screaming their heart out time and

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 Brands

can only dream of such emotional engagement a Football Club, most of the IMC done by the fans as they become stakeholders of the club. the fans are a part of the club and a blog written by a fan does the same positive publicity as one written by the club, so we need to consider any communication done by

For

Since

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Manchester United- IMC

Inhouse TV channe l Inhouse Magazi ne Merchan dising
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PR and Events

Socia l Medi a Digital Media Cafes and Restaura nts

Mobil

OOH

Television
A

football club unlike a brand doesnt have to advertise on TV. already have a widespread presence across the sports channel and the news channels. a club like Manchester United, which has the premier league matches telecasted every weekend across the world, and mid-week presence through the Champions league

They

For

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MUTV
Manchester

United also operates a TV channel of its own. MUTV (Manchester United Television) is an English subscription based television channel which was first broadcast on 10 September 1998. offers Manchester United fans exclusive interviews with players and staff, full matches, including all Premier League games, live reserve and academy games and classic matches plus football news and other themed programming. The station also broadcasts all of

MUTV

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MUTV

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Radio
Like

TV, Manchester United has an automatic presence on Radio on Match days. All the United matches are aired live on BBC Radio. 103 will be the Official Commentary Partner of Manchester United from August 2008-2011. live commentary on every match will be available on the local airwaves at 103 FM.

Key

Full

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Tie-ups with Radio Channels

Key 103 will provide build-up, commentary and analysis for weekend games, while all live commentary during the week will be broadcast on sister station Magic 1152.

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Mobile

Manchester United uses mobile as a medium to sell its mobile content on the Internet or through their WAP portal . United signed a deal with Vodafone to create MU mobile in order to target its fans worldwide.

Manchester

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MU Mobile

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MU Mobile

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Internet and the Digital Media

Manchester United sent out an e-mail campaign to all MUTV Online subscribers to promote the new season. To catch the readers attention, they used this unique photograph showing three United fans looking thoroughly bored by the lack of football during the break.

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E-mail Invitation and Email Marketing Portfolio by Pixel8

The

e-mail marketing campaign by Pixel8 combined eye-catching e-mail marketing designs with the latest email campaign reporting systems.

Problem a football club as successful as Manchester United needs marketing 4/2/12

Even

A snapshot of the E-mail sent

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Strategy Continued was the first time the club had produced such a detailed and personalised pack. The club also introduced a client relationship team to give every recipient a personal contact at the club, giving them an opportunity to discuss their renewal or any other issues before the season started. 4/2/12
This

Website
Manchester

United as one of the most popular football teams in the world has done well to promote their image through effective Internet Marketing as has been revealed through the website analysis done on the Manchester United website.

landing on the entering page 4/2/12 the user immediately becomes of

Upon

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Website- Continued
Becom ea Memb Latest er Happe nings Online TV

Feature s on the website

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Chat rooms and competitions

Message Board

Games and competi tions for Fans

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Interac tion with the fans

Online

booking of tickets, getting the latest news on the team, and being able to enjoy excellent shopping are more interactivity and usability features of the Manchester United website.

is promoted through message boards and the opportunity 4/2/12 provide ideas about for instance, to

Interactivity

Downloads on the website

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Social Media
You

Tube has a complete page dedicated to Manchester United which has all the United Videos available at one place. are over 1,000 United communities on Orkut which depicts the high level of engagement the club shares with its fans. of the Manchester United community on Facebook has above 3 lakhs fans, again testimonial to the huge fan base of the club all

There

One

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Social Media- A few communities on Facebook

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Orkut communities

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Twitter and Myspace presence

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You Tube page

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Blogs

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 When

you type in blogs on Manchester United in the google search field, it returns you a mammoth 20,200,000 records. of the blogs are written by the passionate fans, who follow the club closely. fans can be regarded as the club employees in disguise.

Most

These

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Merchandising
A

major chunk of the overseas revenues come from merchandising- then be it online or through the stores. website has the option to select merchandise online which are delivered at select locations by the club. are exclusive merchandising stores in UK and Asia. In places like India, there are Nike stores which sell the United merchandise.

The

There

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Merchandising- Online

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Merchandising- Online

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Merchandising- Online

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United Soccer SchoolLearn to play the United Way

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Merchandising- Through the Stores

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A Few merchandising stores in Asia

Merchandising- Through the Stores

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Manchester United Restaurant and Bars

The Theme brought out with the Manchester United Restaurant and Bar is contemporary English. Key design features of the outlets include the Wall of Fame, the Skybox, the Dugout area and giant projector screens to screen live telecast of soccer games and other major sporting events. There is also the popular Managers Bench, a replica of the area where coach and players meet 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 game with friends.

The club opened its first caf in Asia named One United, in the Sichuan province of China, followed by the Beijing branch.

In India, Manchester United Food & Beverage (Asia) Pte Ltd and Billionaire Sports Pvt Ltd opened Indias first ever Manchester United Restaurant and Bar . The flagship outlet, Manchester United Restaurant & Bar was opened at Nirmal Lifestyle Mall, Mulund in partnership with Nirmal Lifestyle Ltd.

4/2/12 has also announced its partnership with Great Moments Hospitality, United

Manchester United Cafes in Asia

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Manchester United Restaurant and Bars

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Magazine- Inside United

Inside

United, the official Reds magazine, tracks the club's progress every step of the way. It has exclusive interviews with all the players, behind the scenes access in Inside Carrington, plus the regular column in Ask Sir Alex.

are published every four 4/2/12 weeks, resulting in 13 issues per

Issues

Inside United- Versions

UK version

Special issue

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Thai

Chinese

Pre-season visits
The

reasons for visiting a particular location for a pre-season visit may vary from being fan oriented to business oriented. 2003, a part of the reason for visiting the US was to demonstrate support to Uniteds brand partners in the US. Many of the clubs strategic alliances had been forged with US multinationals like the Nike, Budweiser etc. and the club saw the US tours as perfect opportunities to engage with those partners in the American market.

In

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Pre- Season visits 200307

Visit China, Malaysia and Korea 2008 South Africa 2007 Japan, China and Korea 2006 South Africa 2005 Japan, China and Hong Kong 2004 Ireland The for the pre-season 2003choice of opponents USA friendlies so as to appease the loyal customer base in these countries and add new fan base to 4/2/12existing lot. the Year 2009

Events- Season End Awards

Manchester United used MCL Manchesters expertise in providing the xfactor for the annual Manchester United Player of the Year Awards and End of Season Staff Ball. In attendance were the Manchester United first team 4/2/12

Books, Season DVDs, Biograpghies

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Books- Continued

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A Few Tie-ups- Air Asia

Air Asia and Manchester United tied-up and Air Asia lauched a special aircraft dedicated to Manchester United. Air Asia found an opportunity to aim at the United fans by painting one of their aircrafts Manchester United-like. The aircraft was called the Red Devil Airbus and it featured the key players and the 4/2/12

Tie-ups with Airtel

Bharti Airtel, has a five-year, multi-milliondollar content partnership deal with Manchester United. The partnership with The Red Devils will give exclusive access to Airtel's 9.40 crore subscribers across India, Sri Lanka and Seychelles for United's football content over mobile. 4/2/12

Billboards

A few Billboards in Asia

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Billboards- UK

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CSR

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CSR
A

partnership between Manchester United and UNICEF is working in Sichuan Province to combat the trafficking of women and children.

Giggs, Rio Ferdinand and Patrice Evra fronted a video and poster campaign to try to reduce the spread of HIV in Sierra Leone. The 4/2/12 campaign involved talking to young

Ryan

Green and Gold Camapign- Social Media To Spread The Word

Manchester United are owned by the Glazers who have plunge it in to over $ 700 million in debt. A fans revolt is on the cards, who have recruited the agency behind Barack Obamas online election campaign Blue State Digital. The Manchester United Supporters Trust have been selling green and gold bar scarves and hats from 4/2/12 market stalls on match days, at various locations

The

key with this campaign is the social media element and getting the word out to mobilize the group (the Manchester United fans) in to action. The mailing list has more than trebled from 30,000 to nearly 90,000 in just a couple of days and the campaign is already starting to feel as if it is taking hold.

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Analysis
Since

a marketing campaign by a big football club like Manchester United encompasses a wide variety of channels and communications, it is difficult to analyze the same.

as far as the results are concerned, one can safely conclude that Manchester United has grown 4/2/12 into the most popular club in the

But

Strengths and Weakness

The

major strength of all the campaigns at Manchester United is that these are interactive campaigns and draw a huge fan involvement and engagement.

has some of the best players in the world as a part of the team and thus they were able to achieve whatever they communicated through their on-field heroics during 4/2/12

United

Thank You

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