Real Madrid, marketing strategy, SAP technology, Apple Vision, co-branded products, international advertising, football club revenue, immersive experience, Europe, Asia, Latin America
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Abstract
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Abstract
A 3-tier commercial action plan for Real Madrid to increase revenue through targeted advertising, co-branded products, and immersive experiences using SAP technology and Apple Vision.
Extract
[...] Match results also influence spending, with higher consumption for supporting wins than losses. Among the habits of Real Madrid supporters and especially the Spanish consumer: 'The Spanish football fan sings, cheers for his team, celebrates goals and may even insult the opposing team. Some even stay after the match for the farewell ceremony.'4. The Real public remains a very engaged public in the marketing sense of the term. By engagement, we mean the consumer's predispositions to interact with a brand or company.5. [...]
[...] The club has a stadium called Wanda Metropolitano Stadium, which is a modern and attractive stadium. Furthermore, the club is coached by Diego Simeone, who is a charismatic coach. Also, the team benefits from a relatively stable economic model. From an economic point of view, the club has fewer resources than Real Madrid and lives in the shadow of Real Madrid. - Bayern Munich is a German club. The club is therefore located in the German city of Munich. It was founded in 1900, it is the most titled club in Germany, with 33 national championships and 20 national cups won. [...]
[...] - The Real Madrid club will first need to work on its specifications to be transmitted to SAP France. - Once the possibilities are considered, the application can be developed by SAP France and will be available on the Apple Store, and will be exclusively compatible with Apple Vision. - A team from SAP France will be dedicated to broadcasting the matches. This is a service that the Real Madrid club will have to pay to the company. - A public advertising budget will also be necessary to promote this experience in the targeted regional areas through various channels: TV and social networks. [...]
[...] - The consumption habits and trends of Real Madrid supporters As analyzed in the first phase of our study, Real Madrid consumers in Spain have clearly identified consumption habits: purchasing club-derived products, such as jerseys and scarves. We distinguished two types of consumers: 'The first is spontaneous, linked to his attachment to the team. He buys impulsively, like jerseys or scarves, after a win or the arrival of a new player. The second is directly linked to the day of the match. He drinks a glass beforehand, eats a snack and consumes in the stadium's bars during the match. [...]
[...] In this sense, Real Madrid could collaborate with SAP France and the Apple brand to set up immersive match experiences with this new i-tech accessory. The action plan described above will be intended to allow a complete and global experience for Real Madrid fans, whether or not they can attend the match venues where Real Madrid plays. 4.2. Objectives to be achieved As part of this strategy and in order to measure the achievement of our strategy, objectives will be targeted and achieved for each of the axes of the action plan. [...]
