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Conclusion

Works Cited

The Phillies have the opportunity to capitalize on an already strong Internet presence and dedicated fan base through the use of social media.

Kerin, Roger A., Steven William Hartley, and William Rudelius. Marketing. Boston, Mass. [u.a.: McGraw-Hill Irwin, 2009. Print.

"Philadelphia Phillies." Forbes. Forbes Magazine, n.d. Web. 03 Oct. 2013. <http://www.forbes.com/teams/philadelphia-phillies/>.

Philadelphia Phillies Salary/Payroll Information. ESPN, n.d. Web. 03 Oct. 2013. <http://espn.go.com/mlb/team/salaries/_/name/phi/philadelphia-phillies>.

"Phillies Timeline | Phillies.com: History." Philadelphia Phillies. N.p., n.d. Web. 05 Oct. 2013. <http://philadelphia.phillies.mlb.com/phi/history/timeline.jsp>.

US Census Bureau. N.p., n.d. Web. 03 Oct. 2013. <http://www.census.gov/>.

“Fall 2012 Product- Alcoholic Beverages” Mediamark Research Inc. N.p., 2012. Web. 2 Oct. 2013. <http://ureporter.mriplusonline.com.proxy.library.nd.edu/selectdemo.asp>

“Fall 2012 Product-Leisure/Sports” Mediamark Research Inc. N.p. 2012. Web. 2 Oct. 2013. http://ureporter.mriplusonline.com.proxy.library.nd.edu/selectdemo.asp

Hanacek, Andy. "PHANTASTIC PARTNERSHIP." National Provisioner 224.9 (2010): 20,22,24,26,28-29. ProQuest. Web. 7 Oct. 2013.

Hutton, Brian P. "Baseball in the Digital Age: The Role of Online and Mobile Content in Major League Baseball's Media Product Portfolio." Order No. 1492899 University of North Texas, 2010. Ann Arbor: ProQuest. Web. 7 Oct. 2013.

José-Víctor Ríos-Rull. "Population Changes and Capital Accumulation: The Aging of the Baby Boom." Advances in Macroeconomics 1.1 (2001): 1008-1+. ProQuest. 7 Oct. 2013 .

“Social Networking and Media and Financial Services.” Rep. N.p.: n.p., 2010. Mintel. Web. 3 Oct. 2013. <http://academic.mintel.com.proxy.library.nd.edu/display/524048/?highlight=true#hit1>.

"Turkey Hill Ice Cream Group Picnic Package | Yankees.com: Tickets." New York Yankees. MLB, n.d. Web. 07 Oct. 2013. <http://newyork.yankees.mlb.com/nyy/ticketing/turkey_hill_pack.jsp>.

Pros Outweigh Cons

How It Will Help

  • The act of "following" or "liking" reinforces loyalty to the team
  • Allows for a personal relationship with fans
  • Reaches many different types of people
  • The majority of Internet users have a social networking profile
  • Allows the Phillies to reach a target demographic of fans 24-34
  • Low cost
  • Therefore less likely to have to divert resources that can be spent on entertaining fans from other demographics

Idea 4: Utilize social media

http://www.polleverywhere.com/multiple_choice_polls/4Y7KD6nFYTHOkvp

  • Phillies have 1.33 million Facebook fans and approximately 785,000 Twitter followers
  • 57% of Internet users have at least one social networking profile
  • 51% visit every day and 19% visit weekly

Recommendation:

Focus on utilizing social media to raise brand awareness and increase revenue

Pro

Con

  • Baseball fans are shown to be more engaged in social media
  • Fans on MLB.com are much more active compared to other sports
  • Allows the Phillies to measure interests of core audience
  • Smartphones make social media accessible everywhere
  • Majority of users are under 35
  • Skews young
  • Older fans might feel slighted and are less likely to receive information about sales and promotions

Idea 3: Women

  • Only 1/3 of attendees of games are women
  • Women buy or influence at least 80% of household spending

Recommendation:

Healthy food options at games, family oriented giveaways

Pro

Con

  • Women control most of household spending- bringing them in would definitely increase revenue
  • All inclusive food and non-alcoholic promotion packages have worked for other teams (ex: NYY)
  • Spending too many resources on women could risk alienating men
  • Franchise must also continue to satisfy the loyal fans they already have

Idea 2: Seniors

Primary Issue

  • Currently only represent 7.3% of attendees
  • Largest age group
  • Most money

Recommendation:

"Take Your Grandchild to A Ballgame" promotion

To effectively market the "Ballpark Experience" to a variety of segmented markets, ensuring that revenues more than cover the astronomical operating costs

Pro

Con

  • Significant portion of the population entering these years
  • Would also draw in younger fans
  • Special promotion days have been shown to increase fan attendance 30-35%
  • Must deliver on the good experience that they promise
  • Ensure that Phillies do not spend excessive amounts of money on promotions so as not to decrease revenues substantially

Service:

An intangible activity (attending a baseball game) that an organization (Philadelphia Phillies, Inc) provides to satisfy consumers needs (desire for an authentic experience) in exchange for money

Idea 1: The 20- and 30-Somethings

Segmented Target Markets

  • Represent largest age demographic attending games (27%)
  • "Fun night out"
  • New disposable income, less likely to have a family

Recommendation:

Open on site bar and restaurants before and after the game and during off season

Pro

Con

  • The diehards
  • Kids 14 years and under
  • Women and men 15 years and older
  • Seniors 60 years and older
  • The 20- and 30-somethings
  • Corporate and community groups
  • 66% of this demographic consumes alcohol
  • Addresses Phillies' largest market
  • Do not want to neglect families who would not want a night life atmosphere

Revenues vs. Expenses

Revenues

http://www.polleverywhere.com/multiple_choice_polls/rtGADFSTPRCoqfD

  • Ticket sales (52%)
  • National media (13%)
  • Local media (13%)
  • Advertising (12%)
  • Concessions (10%)

Expenses

Majority of revenue is from FANS

Ticket sales + Concessions = 62%

  • Players' salaries
  • Salaries of more than 150 full-time employees
  • Scouting and drafting
  • Operating 6 minor league farm clubs
  • Labor force for home games

Organization Background

Current

History

  • Owned by David Montgomery
  • Valued at $893 million
  • 5th greatest in MLB
  • Citizen Bank Stadium
  • Built in 2004 for $346 million
  • Record breaking revenues
  • Oldest continuous, one name, one city franchise in all of American professional sports
  • Founded in 1883 as the "Quakers"
  • Name changed to "Phillies" in 1890
  • 7 National League Penants
  • 1915, 1950, 1980, 1993, 2008, 2009
  • 2 World Series Titles
  • 1980, 2008

http://www.polleverywhere.com/multiple_choice_polls/CPWG4xBBvzPLgfj

Philadelphia Phillies

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