madrid-swoteam

8/3/2019 madrid-swoteam

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Ading Januandry 29109090Akbar Firdaus 29109018Deanna Lanisyavenia 29109002Hegi Asri 29109044Intan Dewi P 29109001


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Football

The Worlds Most PopularSport

Ruled by FIFA

World Cup has a cumulativeaudience of 28.8 billionviewer.

Olympic only reached 4 billionviewer

SuperBowl only reached 750million viewer


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Why Men Love Football?

Because its a beautiful


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Real Madrids Timeline

i b


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Santiago BernabeuStadium Evolution

The Near

1947

1953

198

2

199

8

200

8

1923


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Real Madrid ExecutiveTeam

Today a modern soccer club needs to have a professional organization that makes decision withthe head not the heart


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Professional Soccer ClubManagement

In the 1990sEuropean

professional soccer

transitioned fromthe traditional

business model

emphasizing gatereceipt and localcorporate

sponsorship to astrategy of

ManchesterUnited is good at

this


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Manchester UnitedBrand


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Profitability

A lot of Clubs went bankrupt because player wagesoutpaced revenue


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Percentage for2004-2005

Match Day

Revenue Stream


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Cost Structure


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Public Share Offers

In 1999, shares of33 soccer club werelisted in stockexchanges

Top club wereinitially attractivebecause of highrevenue forecastand operating

profits

Soccer was a lot more volatilethan for mainstream companiesand the capitalization could drop

like a stone after one bad

season


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Over 10,000 soccer club

Over 50% Spaniards

soccer fans (72% men-28% women)

60% soccer fans Real

Madrid (70% men-30%women)

Professional Soccer in

Spain

In Spain it is easier to change spouses, political party or

religion than it is to change soccer club


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Transforming the Real


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16 M per year from rights

12 M per year (Siemens) fromsponsorship

30 vehicles from Audi

Marketing Revenue rise from 39 M

in 2000-2001 to 83 M in 2003-2004

Financial Performance


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Real Madrid Revenue


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Market Share Based on

Popularity


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The Galacticos


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with them

Players Country ofOrigin


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MANAGING THE BRA

AND CONTENT


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Attracting and retaining starplayers .

Madrid studied Disneysleveraging of the movie The Lion

King to understand the models ofsuccessful content exploitation.

Madrid want to convert their fans

into customer. Real MadridTV

Real Madrid website


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Real Madrid Fan card:

its different with the core socio card.The holders received a free Hala Madrid

subscription, ticket preference, no-fee Visacredit card, and commercial discounts and

from partner companies.

this gives its members feeling ofexclusivity


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EXPANDINGINTERNATIONAL


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Asia and US is one of their target

to expanding the Madrid brandinternationally.

Perez want to capture about 10%

of the Chinese market forsports merchandise by 2013.

Their plans in Asia:Football academic, fan clubs,

specialty shops, restaurants, and caf.


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Madrids plans at U.S :

1. Content development ( trainingvideos, cartoon series, and highlightpackages)

2. Fan loyalty3. Development of intangible assets

(lectures, football academic)

4. Asset development (merchandisinglicensing and distribution)


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REAL MADRIDSSECOND CENTUR


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The worrying things to Real

Madridthe age of the superstar,

the limit of their contract at Real,

and great players will cease to exist.

Real Madrid managers were wary ofoverexposure and excessivecommercialization


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Asian and US Tour

Sport Merchandise to the rest of theworld

Affiliation with local leagues

Soccer Academies

Partnership with major global brands Fan Clubs

Specialty Shop

Expanding

Internationally


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Competition UEFA Champion League : 2000 and 2002 Spanish league : 2003

Financial Marketing Revenue rise from39 M in 2000-2001 to 83 M in2003-2004

Fourth position Soccer Club interm of Income (2003) Real Madrid remain top of theDeloitte Football Money Leaguefor the fourth successive season

(2010)

BrandNumber 1 Leading soccer club in 4countries and 2 region

Galacticos Project


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Real Madrid case Discussion

a s e ea a r


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a s e ea a rbusiness model? Is it

unique?

a s e ea a r


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a s e ea a rbusiness model? Is it

unique?


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Complementary RevenueDriver


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Why Real Madrid is one of the uniquefootball club??

because it straight to theheart and endless list of positive

values: prestige, effort, majesty,and leadership.

Other values transmitted from

father to sons included excellence,fair play, solidarity, and sense ofsacrifice.


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W o are Rea Ma r s


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W o are Rea Ma r scustomers?

All soccer fans in Spain 21,172,671 people (year 2003)

Madridista 12,703,603 people

Men : Women = 8,892,522 :3,811,081


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Over 13 million customers registeredin 2010 (www.bwin.com)

Highest fan concentration occurred innorth and northwest of Spain
http://www.bwin.com/http://www.bwin.com/


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Other customers

Sponsor : Accounted for up to 15% ofrevenues

Adidas, Pepsi and Telefonica

TV partner:

European pay-TV, Germanys Kirchand UKs ITV Digital

H i h k


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How is the marketsegmented?

Classified by needs

and expectations


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Grass roots

Sociosabonados

Cardholdingmembers whopaid their duesand had the

right to go tothe field player,got discounts

on seats and a


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Who has more power, RealMadrid or the players?

Real Madrid

Real Madrids Brand

The Club Ranks #1 In terms ofPopularity

Real Madrid is Seriously Loaded

Gentleman's agreement with otherclubs

Considered as the best place to have aprofessional football career

Wh t i k d R l M d id


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What risks does Real Madridface?

Playing a bad season despite beingfull of star players

Players injury

Over Exposure

Pirated Merchandise

Regeneration of the Galacticos is noteasy


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