...“Caso Philadelphia Phillies Inc.” MATERIA: MARKETING PROFESOR: F. JAVIER CERVANTES ALDANA ÍNDICE 1.0 ANTECEDENTES 3 2.0 INTRODUCCIÓN 3 3.0 MERCADO 3 4.0 ACTIVIDADES DENTRO DEL ESTADIO 4 5.0 ACTIVIDADES PROMOCIONALES 5 6.0 PREGUNTAS 6 7.0 BIBLIOGRAFÍA 6 1.0 ANTECEDENTES * 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. 2.0 INTRODUCCIÓN ¿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 3.0 MERCADO * 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...
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...Philadelphia Phillies: Managing product and branding in its Competitive Enviroment. Kristopher L. Tilley Empire State College Abstract Philadelphia Phillies was founded in 1883; the team is today the oldest, one-name and one city franchise in all professional sports. Al Reach, a professional baseball player becomes the first owner along with attorney John Rogers; the team’s name “Phillies” (due to its geographical roots in Philly) was Reach decision. In 1901, after losing several games and some of their best players, the team is sold for first time. The Phillies has the second-longest streak of consecutive losing seasons in American professional sports, sixteen straight from 1933 to 1948.The franchise has won two World Series championships (against Kansas City in 1980, Tampa Bay in 2008), and seven National League pennants. Phillies had own five different home stadiums. The most recent one have a fan-friendly design and is part of their complex marketing strategy to increase revenue and happy customers. In 2013 Forbes ranked the Phillies #41team in the World’s most valuable Sports Team. The franchise is estimated to be worth $893 million. But, how does a sport team keep increasing its revenue during bad seasons? The Phillies not only represent a changeable and unpredictable “product/brand” but also compete in a market with many other substitutes that may take away fun attention, support and possible sponsorships. In this case study, we would analyze the team’s market...
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...Case Study Analysis: Philadelphia Phillies Question- assessing the competitive environment the Phillies participate in and suggest ways for them to manage their product and highlight their brand accordingly. Philadelphia Phillies are a major league baseball team. They are the oldest continuous, one name, one city franchise in all of professional American sports. Philadelphia Phillies had participated in so many activities such as the Phillies baseball academy for boys and girls ages 6-14. Offers campers unforgettable baseball and softball experiences they will treasure for a lifetime. Many of us are familiar with a close relationship in which all parties’ benefits from relationship. A common example of mutualism relationship is between a dog and human. Dog supply protection and companionship and the human provide shelter and food for the dog. However nature is not the only place that mutualism relationship can occur. In facts they can occur in business, particularly in the form of sports sponsorship. The relationship between sponsors and sports events, sports organization is not different than the human and dog relationship they have. All relationships operate based on some essential characteristics that can be illustrated in the relationship management theory. “The most important supported elements of mutualism are trust commitment, satisfaction, and control relationship. “ As I have discuss in a previous paragraph, trust between organizations...
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...The Philadelphia Phillies wish to increase ticket sales through promotions via social media and postal mail “blasts”. Which would lead to greater attendance at games. They wish to target and identify customers who are more likely to come to games. My model will be a response model. The target variable for this model is PRCHS, and it is binary, taking Y for a ticket purchase and N for no ticket purchase. Customer Age Income Status URL SHARE PRCHS 1 26 $ 28,492 S Y Y Y 2 44 $ 72,891 D Y N Y 3 61 $ 49,000 W N N N 4 41 $ 106,338 MC N Y Y 5 38 $ 37,000 S Y N N In the table, the variables Age, Income, Status are input variables. Age and Income are numeric variables. Status is categorical and nominal-scaled. S implies the customer is single. D indicates they are divorced. W indicates the person is widowed. MC refers to Married with Children. MNC indicates Married without Children. The variable URL, is a predictor of a ticket sale based on if the customer clicks on the URL from the link within the e-mail, and is sent to the Phillies website with the promotion code already added to their cart. The URL variable is binary, indicating a Y for a click on the URL. And an N for no click or activity received from that e-mail. The variable SHARE, is also a predictor of a ticket sale base on if the customer shares the promotion on social media once prompted...
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...Ever since I was three or four years old I have gone to at least one Phillies game every season with my mom, dad, or brother. I would slowly start to understand more and more of what was going on in the sport as I got older. I had thoroughly enjoyed going to these games for the giveaways they often had. My mother and I would go every season to the game on Phillies Phanatic’s birthday and always get the giveaway they had. I guess by continuously going to the games and watching them on TV, I gained a new passion for my home team. I would read the articles in the paper and always keep up with them; cry when they lose and cheer when they win. I could say that the Phillies influenced me to stay in Philadelphia for college, but as to who influenced me; it would have to be myself wanting to do better than my parents. When I was old enough to understand what was going on, I would keep track of stats of all the players. I developed a passion for the Phillies and also began my collection of bobble heads and other memorabilia from various games. My favorite player used to be Scott Rolen back when he was still a Phillie. He won Rookie of the Year and two MVPs and was arguably the best third basemen on the Phillies since Mike Schmidt and probably the best third baseman in the league at the time. As a Phillie, he averaged nearly 25 homeruns a season along with a .229 batting average and nearly 90 RBIs a season. After he left Philadelphia he became a hated man because of how he left the team...
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...of the business. (1) The Phillies’ “product” is marketed as entertainment, a “happening” (Kerin, Hartley & Rudelius, p.313, 2012) that highlights the positive aspects of Phillies baseball. This includes the key elements of the new Citizens Bank Park field, having a fun experience without having to spend a lot of money, having the feeling of camaraderie being surrounded by likeminded Phillies fans, like eating hot dogs and shopping for souvenirs at the Phanatic Attic, and simply having a good time. The video demonstrates the vast efforts that the Phillies marketers put into being good “community citizens”. The Phillies Phanatic mascot appears at charity, hospital and other public events. The demand for the mascot’s public appearances is so great that there are actually three Phanatics to meet the need. The “Ballgirls” are 20 female college students from various colleges who appear at schools, golf outings, local charity softball games, and at the Citizens Bank Park field. “They act as ambassadors for the Phillies both on and off the field. The Phillies Ballgirls represent educated, athletic women who hope to serve as role models in professional sports for young girls” (3). The Phillies also have “The Green Team” to promote their concern about sustainability and the environment. The Ballgirls wear green t-shirts while collecting bottles and cans for recycling at regular intervals during the game to promote awareness and reinforce the Phillies’ sense of social responsibility...
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...Lily I need to do something. I need somebody’s help. This situation confuses, baffles, and even worries me. I have never seen this dog before. I quickly run to my mom to assess the situation. It feels hard to believe that eleven years flew by since the first day that I saw my little fluffy bundle of joy. My little poodle attained the name of Lily. I never imagined I would become as close to Lily as I did. One day, she casually walked into my backyard. I did not have a clue what to do, but eventually I carefully approached her. She was the most polite dog I have ever met. We played all day, and soon became best friends. But, of course we had to find her rightful owners. In a short time, we found the owners and returned her home. However, Lily never ceased to miss a day of showing up at my door. Before long, the owners offered us to keep her. Lily apparently did not want to be with these owners. Obviously we accepted this offer, and this became the happiest day of my life. On the other hand, I knew that good things come to an end, and situations do not end the way we would like. Overcoming a loss is extremely difficult, but I realized that experiencing a death has made me a stronger person and who I am today. Now eleven years have past since the day Lily became mine, and I can still remember that day like it happened yesterday. Lily was an amazing dog and I would not have traded her for anything. I loved her will all of my heart. Unfortunately, during the...
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...West Philadelphia Gangs West Philadelphia Gangs West Philadelphia is a diverse community that is inhabited by people of various religions, economic classes, and race. It is an area with in the city that has a large number of universities and a very large amount of urban row homes and apartment complexes. West Philadelphia is an area that contains many homes in a very small area. The population of the 19th Police district is approximately 231,200.("Population Demographics," 2013) This section of the city and specifically the 19th district is home to many small gangs. The vast majority of the gangs in this section of the city consist mainly of young African American males. The gangs in this district typically associate with other males and females who are from the same street or within close proximity to the specific street name in the title. For example the 19th district has a group called the Lansdowne Ave gang and the Callowhill Money boys. The distance between these two streets is approximately one half of a mile depending on the route taken. These two small gangs are responsible for various crimes within the 19th district. The crimes they commit vary from narcotic distribution to homicides. These two gangs specifically consist of young African American men who come from a neighborhood that is poverty stricken. Miller states that men who come from lower-income families are concerned with being tough and that this is rooted in the fact these families are frequently...
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...1-a) what is the product that the Phillies market? Philadelphia Phillies markets a major league baseball team that promises the game’s fans an exciting, fun day at the new stadium. The Phillies market product is a memorable summer day where friends, kids, coworkers, and family members can get together, and bond while watching their favorite game, and eating hotdogs. b) What products are the Phillies careful not to market? The Phillies are careful not to market a winning game at all times. They can’t promise fans they will win every game. 2- How does the “quality” dimension in marketing the Philadelphia Phillies differ from that in marketing a consumer product such as a breakfast cereal? For a start there is a difference in the nature of the product itself, cereal companies market a product, while game franchises market a service, the first one being clear cut tangible, while the second one is intangible. Fans can’t know for sure how the game would turn out before purchasing tickets, and watching the game all the way to the end. Another different aspect is the fact that with cereals, consumers expect to be guaranteed a consistency in the quality of the product, in other words the cereals are expected to sustain the same quality or get better, and that is something game promoters can’t guarantee, it is more likely that the team performance will be different from the previous game, it could be better, it could be worse. 3-In terms of social network marketing strategy (a)...
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...2014 Subject: Marketing (BUS141B) Table of Contents Executive Summary 2 Introduction 2 Answer Questions/Assignment/Analysis 2 Conclusions and Recommendations 3 References 3 Executive Summary Philadelphia Phillies Inc. is a privately owned business that serves the public with the sport of baseball. David Montgomery is the chief executive officer (CEO) of the company, David Buck is the Phillies’s vice president of marketing, and Bonnie Clark is the vice president of communications. As part of the marketing strategy, the Phillies moved into the Citizens Bank Park in 2004 and Montgomery said, “Bring everyone in closer… Our challenge is to appeal to all segments in that audience.” The reason for marketing in this company is because the fans cannot be promised a win every game. There are several different types of fans, so the marketing team must find a way to make each and every fan feel welcome and comfortable, and to enjoy the entertainment that baseball provides. The Phillies also hosts charity fundraisers for several organizations. Introduction The Phillies family - from the players, coaches and their wives to the alumni, Ballgirls and front office staff - take great pride in giving back to the community. The entire Phillies organization teams up annually to host a variety of special events and fundraisers, prepare and serve holiday dinners to feed the homeless, clothing drives and hold auctions and raffles. In 2010, six players hosted charity events...
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...in Economics The Rivalry: Wins per Season Phillies vs. Mets Throughout the years two teams laid the groundwork for what would be considered one of the greatest rivalries of all time. Baseball is America’s pastime and one of my favorite sports. I decided to do an in-depth statistical analysis of both team’s histories regarding wins since 1965. Surprisingly both teams, the Philadelphia Phillies and the New York Mets, have strong numbers but the Phillies came out on top when comparing both data sets. The Phillies have a mean number of wins at 79.72 and the Mets with a mean of 77.28 wins. So, by looking at these data sets from a comparative angle, the Phillies come out on top with an average of about 2-3 wins per season. Taking a look at the medians, you are able to see that Phillies also have a higher mean of 80.5 wins as opposed to the Mets’ 78 wins. By looking at the easy to find statistical values you are able to see which team has been statistically better throughout the past 45 years. After I took a look at the descriptive statistics I ran three different tests: the F-test, the t-test, and the empirical tests to test for each data set’s normality. The first test that I ran in Excel was the F-test, which is a test comparing statistical models to identify the model that best fits the population from which the data was sampled. My results of the F-test came out with a high variance for each team: the Phillies with 133.41 and the Mets with 220.21. The reason...
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...“Diaper Gang”. When they won’t let her in, she tries to find a lupole. Turtle also meets her Grandma, Nana Philly. She didn’t even know that she had a grandmother. Turtle wanted to meet her but Nana Philly didn’t seem very open to meeting new people. Because of this rejection, it hurt Turtle’s feelings. Climax: Turtle finds a Treasure Map! To get her cousins on her side, Turtle asks them to help her find the hidden Treasure. When they find the treasure, a huge...
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...In recent times, the city that was once admired so fondly is now looked down upon as its crime rates and violence have shown such a drastic increase. Innocent people are being shot, homicides are becoming routine, community members are distrustful of the police, and brotherly love is definitely not in abundance, all of which were evident in Matthew Teague’s article, “The Raging Silence”. The residents of North Philly need to start speaking up for one another in an effort to requite the strong, historic and admirable outlook...
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...163 through his first 5 starts of the season. It was the best since 1909. At the end of the 2008 baseball season, Lee was voted American League Pitcher of the Year. He was also voted American League Pitcher of the month twice in that season. On the date of July 29th Lee was traded by the Indians to the Philadelphia Phillies. In exchange, the Indians received Carlos Carrasco, Jason Donald, Lou Marson, and Jason Knapp. Lee's first appearance with the Philadelphia Phillies organization resulted in a 5-1 win for the Phillies. Cliff pitched the whole game. He was rolling through six innings, and hadn't allowed a hit yet. At the plate, he recorded his first MLB double and run scored. Lee was flawless through his first 5 games of the season with 5 wins and no losses. Lee's first World Series appearance came in 2009 against the New York Yankees, and his former teammate C.C Sabathia. Lee's worst season came in 2012. Lee's offense wasn't able to support him throughout the season. Cliff Lee a record shutout on the line, pitching 10 innings with no runs allowed. Even with the Lee's great performance, the Phillies still lost to the Giants in extra innings. The Philadelphia Phillies had to place Cliff on the disabled list with an oblique strain on April 21st. The 4th of July was the next time he would record a win. Lee's year did not go the way he wanted it to whatsoever. He finished the season with a record of 6 wins and 9 losses. (“Cliff...
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...Another normal morning walking to school, the grass was fresh green, the clouds were white as snow, and the Forest were luscious as ever….wait a forest? Surprising enough I wasn’t in philly anymore or least the philly that I knew. There were still buildings around but they were dismantled, and surrounding these buildings were slimes. Common mons-..SLIMES?!?! why are there slimes here, If I remember correctly slimes are the common mobs in any RPG, so why are they here or the question is where is HERE. Shaken from the shock of seeing mythical beast appear in front of me I ran toward a alley way which is strange because I would never run through an alley way considering how I’m afraid of empty area’s. As I ran the enemies disappear and I was...
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