Tiêu đề MDC3-Group-2-KAT-MC-Group-Project.pdf ✅

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2 | P a g e TABLE OF CONTENTS Introduction 3 a. Industry 3 b. Brand 3 a. Consumer Insights (research: academic & non-academic) 4 Background 4 Problems 4 Solution 4 b. Competitor Analysis 5 c. SWOT 6 Campaign Objectives (SMART Objective) 7 Description of the Target Market 8 Communication Strategy and Recommendations (big idea, key message statement, media channels and vehicles) 9 Media Plan and Budget 10 Conclusion 13 References 14 Appendix 15 1. Billboard 15 2. Digital LCD display 16 3. Tiktok teaser “The Match of Dreams”: HERE 16 4. Full-length “The Match of Dreams”: 16 5. Storyline: 17
3 | P a g e Introduction a. Industry Rugby is not considered as a common sport in Asian countries, but for Australia, it is by far, one of the most popular sports since the 1900s. There are roughly 1200 rugby league clubs in Australia, with 1130 of those from New South Wales and Queensland. In other words, Australian Rugby has a rich history throughout the century, and it plays a historic symbol in the sport industry. b. Brand Parramatta rugby league football club has its origin in the same district way back in 1908, with a strong and prideful history (Goodman, 2017). The area has always been known to have a strong connection with eels and the club was also influenced by it (Goodman, 2017). Hence, in the late 1970s, the club was officially called the “Parramatta Eels” (Goodman, 2017). Another aspect that makes the Parramatta Eels’ reputation is its strong and loyal community. The Eels have this loyal community partly due to their mutual support towards the community. In one of their strategies to expand the community, the Eels aimed for better understanding its audience and their experience during matches in the stadium (Webster, 2019). This plan was carried out in cooperation with the Western Sydney University of Business and ultimately improved their stadium for better experience (Webster, 2019).
4 | P a g e Situational Analysis a. Consumer Insights (research: academic & non-academic) Background A large proportion of premium seats purchasers, 34%, attend with their family members (Yonghwan et al., 2019). According to Fitzgerald & Kirk (2009), rather than viewing fandom as a form of ‘escape’, families attending a live match see it as a tradition that should be nurtured throughout generations. On such special occasions, parents have the opportunity to gather and bond emotionally with their children. In addition, they use sport to educate and socialize the kids. Problems However, surrounded by a diverse fanbase, there is potential for insecurity associated with violent behavior and unkind words from belligerents (Tinson et al., 2017). This is even worse in case their favorite team loses points. Not to mention, an entirely outdoor environment can be difficult for family members with health problems and disabilities. Solution We offer the Exclusive Field Club specifically designed to be friendly with families. Customers will have access to both Level 1 (outdoor) and Field Club (indoor) seating, with comfortable luxury amenities. There, families and the kids can get inches from their favorite players from the warmup rooms, enjoy renowned dishes, and a wide range of beverage options pre-game and half-time.