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Marketing Research

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by

HA WON SEONG

on 15 November 2013

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Transcript of Marketing Research

Marketing Analysis
-Coventry Blaze Ice Hockey Club
CF

Marketing

HAWON SEONG
MYEONGHO AHN
Contents
3.Marketing Mix(
7P
)

Product
Coventry Blaze Ice Hockey Club
City:
Coventry
Founded:
2000
Arena:
The Sky Dome Arena
The Main Type Of Audience:
30s~60s
Average Number of Audience:
1950
Marketing
Mix
Product
Place
Price
Promotion
Process
People
Physical
Evidence

Coventry Blaze Ice Hockey Club
P
roduct
City
:
Coventry
Founded
:
2000
Arena
:
Sky Dome Arena
League
:
Elite Ice Hockey League
Introduction
Growth
Maturity
Deadline
Sales
Profits
Sales and Profit
The Product Life Cycle
of
Coventry Blaze
(PLC)
P
lace
The Sky Dome Arena
Coventry Blaze Ice Hockey Club
CF

Marketing
CF

Marketing
P
rice
Coventry Blaze Ice Hockey Club
Ticket Price
CF

Marketing
P
romotion
Coventry Blaze Ice Hockey club
Social Networks:
-Twitter
-Facebook
Blaze TV
Contribution to Community :
-Cash-back for School
CF

Marketing
P
eople
Coventry Blaze Ice Hockey Club
The staffs of Blaze:
Team Supporting Staff:
Dr Matt Robins -
Team doctor
Nikki Sherlock-
Physiotherapist
Matt Griffin
- Strength and Conditioning Coach
Steve Small
-
Team Manager

CF

Marketing
Mascot - Scorch
P
rocess
2.
SWOT
Analysis

1.
STP
Analysis

Coventry Blaze Ice Hockey Club
S
- Good Accessibility of Stadium
W
-
Lack of contents in Social Networks.

The Internal Environments
CF
Marketing

The External Environments
Coventry Blaze Ice Hockey Club
O
- The Growth of British Ice Hockey market
T
-
Coventry City FC
Coventry Blaze : August~April
Season
Coventry FC: August~March
Ticket price
CF
Marketing
STP
Analysis
Segmentation:
Coventry Ice Hockey Club
Targeting:
Family(30s~70s)
Children under 18
Positioning:
Friendly Image for Family
Match for the whole family
Merchandise
Winning
:
4
-The Need of Various Kind of Merchandise-
Coventry Blaze is using
the discount pricing strategy
-They need the Predatory Pricing:
Free entry event.
e.g. Earlsdon's day
Coventry uni's day
-The Need of More Contents for Social Networks-
P
hysical Evidence
Coventry Blaze Ice Hockey Club
-The need of Screen-
-The need of a Sign for Blaze-
A lack of Application
CF
Marketing
Coventry Blaze Ice Hockey Club
The box office open at 9AM on Matchday
Enjoy Entertainments of Skydome
Entrance and watching a match
-A lack of various events at the outside the stadium-
-There is not a merchandise shop in Process-
CF
Marketing
4. Conclusion
Coventry Blaze Ice Hockey Club
Use the predatory pricing strategy

Invent various kind of merchandise

Make more events for customers on matchday

Make an application of the club

Install a shop of Blaze at Skydome Arena

Install a screen for video and highlights of match at stadium

Install a sign of Blaze at the exterior of Skydome Arena
CF
Marketing
Solutions
Reference
Coventry Blaze 2013,Club contacts.Available from:<http://www.coventryblaze.co.uk/index.php/team/club-contacts>[18 October 2013]
Coventry Blaze 2013,Ticket price. Available from:<http://www.coventryblaze.co.uk/index.php/tickets/2013-game-tickets>[18 October 2013]
Coventry Blaze 2013,History.Available from:<http://www.coventryblaze.co.uk/index.php/history/overview>[19 October 2013]
EIHA 2013,Leagues.Available from:<http://www.eiha.co.uk/Leagues.aspx>[19 October 2013]
Elite league 2013,Fixtures&Scores.Available from:<http://www.eliteleague.co.uk/fixtures-s12347> [19 October 2013]
Elite league 2013,Teams. Available from:<http://www.eliteleague.co.uk/coventry-blaze-s12228>[19 October 2013]

Ccfc 2013, Tickets.Available from:<http://www.ccfc.co.uk/tickets/> [19 October 2013]
CF

Marketing
Thank you

Gender
Female
30
%
Male
70
%
City
Coventry
90
%
Other cities
10
%
Age
Under 18:
20
%
19~30:
20
%
Over30:
60
%
Type
Family:
90
%
CF
Marketing
Capacity:2600
Bars / Restaurants
Odeon cinemas
Parking Facility:800
CF

Marketing
A price per match:
Coventry Blaze
:
13.5

Coventry FC
:
9
Full transcript