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NY Yankees Marketing Analysis

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by

Nolan Justus

on 30 April 2014

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Transcript of NY Yankees Marketing Analysis

Product

Organizational Background
History
of Success
NYC
"The City"
Triad of Semiotics
S.W.0.T. Analysis
5 Paths to Identity
Marketing Techniques
New York Yankees Article
History
Baltimore Orioles 1901-1902
NY Highlanders 1903-1912
27 World Series Titles
40 AL Pennants
43 players & 11 inducted into the Hall of Fame
Current
Owned by Hal & Hank Steinbrenner
Valued at $2.3 billion
3rd most valuable sports team in the World
New Yankee Stadium built in 2009
Strengths
Rich History of Success
Ideal Location
Immense Popularity
Relatively New Stadium
Competitive On-Field Team
Weaknesses
Possible Lingering Pricing/Selling Problems with Highest-Priced Seats
Limited Stadium Parking
Customer Service
Opportunities
Worldwide Exposure
Expand YES Network
Future Events Such as World Baseball Classic & All-Star Game
Traditional
Based on Jim Harvey's speech structures
New York Yankees
Marketing Campaign Analysis
BUS 4926 - Sports Marketing
Dr. Anjali Bal 4/24/2014

Nolan Ryan Justus
Mason Mooney
Bryan Grevera

Competition
Future MLB Work Stoppage
Aging/Injuries/Decline of On-Field Team
Security Risks/Threats
Threats
Sign (Image)
Interpretant
(Meaning)
Object
(message)
Starpower
Participation
Gives back to community
"America's pastime"
Family Ticket Packages
7.3 mil Likes on Facebook
Marketing Mix
Place
Promotion
Price
Yankee Stadium
South Bronx
New York, USA
MLB Ballparks
Best MLB team
Entertainment
Merchandise
Community
Social Media
Commercials
Give-a-ways
1. Boston $53.38 $336.99
2. N.Y. Yankees $51.55 $324.30
3. Chicago Cubs $44.55 $298.20
30. S.D. Padres $15.99 $151.94
Average Ticket Price
Fan Cost Index
Winning Tradition, Prestige & Power, America
Winning Baseball Franchise; Market Leader in Baseball
Most valuable Sports team in North America
3rd in the World
New Stadium
Ideal Geography
Past - Babe Ruth
Present - Derek Jeter
YES Network
WFAN Radio
Non-Traditional
Social media
Facebook, Twitter, Instagram
Family
Socialization
Community
FanFest & fantasy camp
Players
Highest Payroll = Best Players = WINNING!
$2.3
Billion
Population
Tourist/Visitors
Media Hub
Time Square
1 27 - NY Yankees (MLB)
2. 24 - Montreal Canadiens (NHL)
3. 17 - Boston Celtics (NBA)
4. 16 - Minneapolis / LA Lakers (NBA)
t-5. 13 - Green Bay Packers (NFL)
t-5. 13 - Toronto Maple Leafs (NHL)
7. 11 - Detroit Red Wings (NHL)
8. 10 - St. Louis Cardinals (MLB)
Most championships in the 4 traditional North America sporting leagues
Major Corporate Sponsors
Pepsi
Canon
Delta Airlines
MasterCard
Bank of America
Pride, Power, Pinstripes
TV, radio, and print media
Slogan
2009 Champions
No Corporate Stadium
Naming Rights
Full transcript