Phillies Case of Marketing

In: Business and Management

Submitted By pumas2014
Words 1210
Pages 5
“Caso Philadelphia Phillies Inc.”





* En 2004 se mudaron a su nuevo estadio el Citizens Bank Park.

* En 2008 ganaron la serie mundial frente a los Rays de Tampa Bay.

* Su reto es atraer a todos los segmentos.

* El nuevo estadio solo es un elemento en la compleja estrategia actual para vender a los Phillies de forma eficaz. Anteriormente solo bastaba con tener el estadio y contratar jugadores y vender boletos esperando que un equipo ganador atraiga aficionados.


¿Cómo vendes un producto ya muy conocido como un equipo de béisbol de ligas mayores? * La experiencia en el estadio es fundamental * Proyectar una imagen de experiencia divertida * Recomendaciones de boca en boca de los aficionados felices * Vender el atractivo de una experiencia divertida a todos los segmentos de aficionados. Los equipos tienen altas y bajas y sobre todo un equipo como los Phillies por lo que este punto es fundamental


* Los incondicionales. Aficionados intensos que están ahí para presenciar la estrategia y ver ganar a los Phillies. * Chicos de 14 años y menores. Acuden al juego con familiares para obtener como premio un bate o un muñeco con cabeza móvil, y tienen un día para ‘correr las bases. * Mujeres y hombres mayores de 15 años. Van a celebrar ocasiones especiales, como el Día de la Madre o el Día del Padre. * Adultos de 60 años y mayores. Un día para caminar por las bases. * Veinteañeros y treintañeros. Se reúnen con sus amigos en el estadio y los restaurantes para una noche de diversión. * Grupos corporativos y de la comunidad.…...

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