Marketing Research of Soccer Teams

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A soccer club in the top of the Marketing’s Cup scoreThe marketing efforts behind one of the major Brazilian Soccer Clubs: Grêmio Foot-Ball Porto Alegrense|

University of California, Berkeley Extension
International Diploma Program – Business Administration
Paper submitted for the Introduction to Marketing course
Submitted by Gabriel Gavasso
June, 2010
Table of Contents

Introduction3
Background of product and company3
Target Geography4
Target Audience5
Marketing Strategies and Actions5
For general community5
Affiliated supporters’ program7
Brand Management8
Licensed Products9
Opportunities and General Recommendations9
References10
Appendix of Images11
Index12

Introduction
Soccer is the most popular sport in Brazil and is played in almost all the countries in the world. The sport brought to Brazil by the English descendant Charles Miller quickly become a nationwide passion, starting as a way of entertainment and getting professional along the years. According to a research of FGV, soccer in Brazil movements more than US$ 8 billion per year, having more than 30 million of adepts (around 16% of country’s population), 800 professional clubs and 11 thousand of federated athletes (Jogadas de Craque, 2010). According to Robert Alvarez Fernandez, from Escola Superior de Propaganda e Marketing (ESPM), 82% of the Brazilian adult population (around 87 million people) declare being fan of some club, but only 15% of this audience regularly consume products related to soccer (Jogadas de Craque, 2010). Beyond this economic aspect, soccer also is an element in the identity and social memory, where support a team can be compared to being part of a nation and, in this way, the fan assumes a protagonist role in the life of the club. All this dedication can be captured in membership plans, ticket sales, sporting goods, as well as the brand value according to the size and passion of each club supporter mass (Das Arquibancadas ao Atendimento, 2010). In a slowly speed the Brazilian clubs, following the example of European clubs, are beginning to be managed following the good practices of large enterprises. As part of this process, the clubs are changing their mindset to see supporters as customers, and starting to perform sport marketing actions to increase the visibility and fans’ passion to earn money, evoke sponsors, and find new opportunities of business. Among the clubs in Brazil that are investing resources in marketing initiatives is Grêmio Foot-Ball Porto Alegrense, cited here only as Grêmio. It is a club founded in 1903, headquartered in Porto Alegre, in the southernmost state of Brazil called Rio Grande do Sul, and plays the first division of Brazilian Soccer Championship. It owns a Stadium called Olimpico, which can accommodate more than 45,000 people. Background of product and company

Brazilian map of soccer consists in 12 main clubs. Eight of them are from the states of Rio de Janeiro and Sao Paulo, which are the most populated regions of the country. These two states are common destination of migrants from other regions of country, which makes their supporters’ community larger and more spread through the country, mainly in North and Northeast regions of Brazil. The other four clubs have a more regional appeal, from two different states. In the case of Grêmio, the main opponent in the same state is the club called Internacional. With no immigration from other regions and having two competitive clubs in both national and international competitions, the habitants of the state are specially expected to support one of these clubs. Identify the consumers and perform actions target this consumers is crucial. According to Antônio Carlos Kfouri Aidar, in his extensive research about the management model of soccer clubs in Brazil (A Transformação do Modelo de Gestão do Futebol no Brasil, 2010), there are two possible consumers for the clubs: * Indirect Consumers: (1)...
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