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Overview Liverpool football club

Case summary

Question 1

Question 2

Liverpool football clubEstablished in 15-3-1892

Nickname: The Reds, The Kop

18

5

Case summaryThere are many support fan clubs of Liverpool in Asia.These fans are very connected on the basis of common interest.Members conduct many activities together: watch the match, sell memorabilia, raise funds, conduct charities, etc.Reciprocal activities from Liverpool FC to these fan clubs: friendly matches with national team, coaching for kids, participate in local charities, etc.

Question 1How do you think the Mighty Red might be considered members of a reference group? A brand community? A consumer tribe?

A reference group: an actual or imaginary individual/group conceived of having significant relevance upon an individuals evaluations, aspirations, or behaviorA brand community: a group of consumers who share a set of social relationships based on usage of or interest in a product members dont live near each other unless periodical events are held enhance loyaltyA consumer tribe: a group of people who share a lifestyle and can identify with each other because of a shared allegiance to an activity or product often unstable and short-lived

Watch Liverpool games live at common revenueArrange visit trip to AnfieldRaise funds for charitiesMighty Red refer themselves as one of the most dedicated fan-bases anywhereShare of interestLiverpool fan clubs exist in all Asian countries including Singapore , Malaysia, and Hong Kong Members live far from each otherRegular activities held by club membersEnhance loyalty

A brand community

Question 1

Consider your responses to question 1. What kind of opportunities does the existence of the Mighty Reds present to marketers?Develop a list of specific marketing and promotional tacticsQUESTION 2

Elements of the Promotion MixAdvertisingIngredientsof thePromotionMixPublic RelationsDirect MarketingSales Promotion

QUESTION 2.a: direct marketingOpinion leaders:Well-informed

Highly regarded

Very influence

The V.I.P

Ingredientsof thePromotionMixDirect MarketingQUESTION 2.a: direct marketingDirect SellingWord-of-Mouth

QUESTION 2.b: Referent power

THANK YOU FOR YOUR TIME

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