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8/7/2019 Brisbane Lions
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8/7/2019 Brisbane Lions
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CONTENTS
� Australian Football League
� Business Objective
� R elationship management� Marketing Strategies
� Segmentation
� Foresightedness� Q&A
� Conclusion
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Australian Football Leagueo established in 1866 in Victoria
o most popular -54% population supporting footballo Comprises of 16 teams
Brisbane lionso Merger between Fritzroy Lions and Brisbane bears
o Chairman: Tony Kelly
o Captain: Jonathan Brown
o Emerged as winners twice till date
o Created records in all areas
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Business Objective
�
3% increase in membership for this year� Increase Revenue
� Long term f an base
� Increasing awareness of sport and club
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R easons for growth for
Brisbane Lions
Dedication and hard work
Creating brand awareness+relationships with their publicGood sales process which turnedpublic as their loyal member
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Relationship Management
Lions management started working on this by
following methods:
�
Promoting AFL Sports� Developing Young Players
� Attracting and retaining fans by managing
their relationships with them� Establishing a support base of fans
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Marketing Strategies:
� Increasing ticket sales
� Increase more supporting public at major
games� Creating Long term f an base : moving
customer through adoption process
�
Increasing awareness of sport and club� Initiating trial purchase
� Converting casual & first time f ans to
supporters/members
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Segmentation
Behavioral:� AFL Virgins
� First time f ans
� Regular f ans (not members)
� Members� Serious Supporters
Life Cycle Base:� Children
�Parents/f amily
� Older f ans
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FORESIGHTEDNESSPlanned ahead of time: undertook strategic research into the behavior
of their customers.
Result of the study from university:
� Increase band Loyalty
� Fan Motivation
� Need to understand how the game experience influences the long term
loyalty to the team
� Influence long term Loyalty
�
Avoid matches on same date� Target to build closer relationship with their f ans and potential allies.
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Q uestions & Answers
Answer 1:
Challenges:
� Need to increase brand loyalty
� Factors to motivate fans
� Game influences fans long-term loyalty
Strategies
� Segmentation and Focus
� Moving customers through the adoption process
� Increasing casual ticket sales and increased attendance
� Increasing motivation of fans
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Answer 2:
� Top determinant as 65% of high school studentsconsider it in their top 3 favorite sports.
� Play short games during the half-time breaks of premiership season games at all grounds
� Parents are involved in across the board in activitiessuch as at skills sessions, as coaches and supervisors
� Enables children from migrant and refugeebackgrounds to experience Australian Football
� Target segment of children, teens and parents tomotivate them to attend the matches.
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Answer 3:
� Eustress
� Self-esteem
� E
scape� Entertainment
� Economic
� Aesthetic
� Group affiliation
� Family
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Answer 4
� Market Penetration:
collaborating
Turning competitors into collaborators
Increasing fan base and revenue
� Product Development:New game technique and taking
advantage from best coach
� Market Development:Organizing game in different cities like Liverpool,
New castle, Wollongong,
� Diversification: Advertising Leadingplayers as Brand ambassador
� ANSOFF Matrix
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Answer 5:
Stake holders of Merger Brisbane bears and Fitzroy
� businessman George Toms Fitzroy football club
�
businessman/actor Paul Cronin-Brisbane Bears
� All Club members of Brisbane Bears and Fitzroy lions
� All Fans of Brisbane Bears and Fitzroy lions
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CONCLUSION
� Relationship management is a key strategy to
capture the market.
� Better on field strategy
� Better Marketing Strategy
� First focus to club members and f ans
�
Tactful Segmentation
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Thank you