WHAT ARE THE SUCCESS OF MANCHESTER UNITED BRAND’S FOR INTERNATIONAL ? Historical approach • Founded in 1878 by employees of the railway company of Lancashire and Yorkshire Railway Company who agrees to sponsor their team under the name Newton Heath Lancashire and Yorkshire Railway. He played in the stadium of North Road in Newton Heath. • Late 1940s, the club won the FA Cup in 1948 and finishing within the top four league positions during each of the first five seasons immediately following the Second World War. Furthermore the 1950s, were marked by the leadership of manager Sir Matt Busby, who built a popular and famous team based on youth players known as the "Busby Babes." • February 1958 , an airplane crash resulted in the death of eight of the first team players. Global support and tributes followed this disaster as Busby galvanized the team around such popular players as George Best, Bobby Charlton and Denis Law. Rebuilding of the club culminated with a victory in the 1968 European Cup final, becoming the first English club to win this title. • In 1986, the club appointed Sir Alex Ferguson as manager. In 1990, Manchester United won the FA Cup and began a period of success that has continued until the present day. Since 1992, the club have won the Premier League 13 times. In total, the club have won a record of 20 English League titles, a record of 11 FA Cups, 4 League Cups, 3 European Champions Cups and 1 FIFA Club World Cup, making us one of the most successful clubs in England. OLD TRAFFORD THEATRE OF DREAMS • Old Trafford stadium, commonly known as "The Theatre of Dreams," was originally opened on February 19, 1910 with a capacity of approximately 80,000. • During the Second World War, Old Trafford was used by the military as a depot, but in 1941 the stadium was distroyed by a German bombing raid. • It was rebuilt following the war and reopened on August 24, 1949. • After a series of additions during the 1960s, 1970s and early 1980s, capacity at Old Trafford reached 56,385 in 1985. • The club started to expand capacity of the stadium, bringing capacity to 58,000 in 1996, 68,000 in 2000, and approximately 76,000 in 2006. Nowadays capacity at Old Trafford is 75,635.
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WHATARETHESUCCESSOFMANCHESTERUNITEDBRAND’SFORINTERNATIONAL?
Historicalapproach
• Founded in 1878 by employees of the railway company ofLancashire and Yorkshire Railway Company who agrees tosponsortheirteamunderthenameNewtonHeathLancashireandYorkshire Railway. He played in the stadium of North Road inNewtonHeath.
• Late1940s,theclubwontheFACupin1948andfinishingwithinthetopfourleaguepositionsduringeachofthefirstfiveseasonsimmediately following the SecondWorldWar. Furthermore the1950s,weremarkedbytheleadershipofmanagerSirMattBusby,who built a popular and famous team based on youth playersknownasthe"BusbyBabes."
• February1958 ,anairplanecrashresultedinthedeathofeight
ofthefirstteamplayers.Globalsupportandtributesfollowedthisdisaster as Busby galvanized the team around such popularplayers as George Best, Bobby Charlton and Denis Law.Rebuilding of the club culminated with a victory in the 1968European Cup final, becoming the first English club to win thistitle.
• In 1986, the club appointed Sir Alex Ferguson as manager. In
1990,ManchesterUnitedwon theFACupandbeganaperiodofsuccessthathascontinueduntil thepresentday.Since1992, theclubhavewonthePremierLeague13times.Intotal,theclubhavewonarecordof20EnglishLeaguetitles,arecordof11FACups,4LeagueCups,3EuropeanChampionsCupsand1FIFAClubWorldCup,makingusoneofthemostsuccessfulclubsinEngland.
OLD TRAFFORD THEATRE OF DREAMS
• OldTraffordstadium,commonlyknownas"TheTheatreofDreams,"wasoriginallyopenedonFebruary19,1910withacapacityofapproximately80,000.
• DuringtheSecondWorldWar,OldTraffordwasusedbythemilitaryasadepot,butin1941thestadiumwasdistroyedbyaGermanbombingraid.
• ItwasrebuiltfollowingthewarandreopenedonAugust24,1949.
• Afteraseriesofadditionsduringthe1960s,1970sandearly1980s,capacity
atOldTraffordreached56,385in1985.
• Theclubstartedtoexpandcapacityofthestadium,bringingcapacityto58,000in1996,68,000in2000,andapproximately76,000in2006.NowadayscapacityatOldTraffordis75,635.
I/STRATEGYOFDISTRIBUTION
Manchesterunited isa trademarksince1968.Thisbrand is present in130differentcountrieswhere theproducts are sold. Despite this brand isBritish, there aremorefollowersinAsiathaninEurope.The"RedDevils"haveoldlinkswithChina,whereMUcurrentlyhas108millionfans,or "followers".ManchesterUnited,whose lastvisitwas inAugust, came there for thefirsttimein1975.ButwhytheclubhavestronglinkswiththeAsiancontinent?TheAsianstrategyofmanchesterUnitedwasborninthe1980’swhentheclubstartedtovisittheregion.FurthermorewiththevenueofasianplayersinManchesterUnitedlikeParkJi-Sung,thepopularityoftheclubincreased.Nowadays,theclubhavedifferentswaystomaintaintheirrelationships:
• Asia tour before the season in order to conect with their fans and promotetheirproducts.
• ClubmerchandisewiththesupportofcompaniesinAsia.• Website promotion with a translation in chinese which attracts over 25
millionsviewspermonthandcontributetothee-commercemarketoftheclubinChina.
• Soccer schools opened by the club to developp football in China and meetyoungplayersandhelpthemtoraisetheirskillsintheworldoffootball.
Manchester United is the international football clubwhich shirts are themostseeninChinesestreetsandalsotheteamthemostshowninnews.Theclubhavea lotofpartnership inAsia forexempleWahaha, the«Danone»Chinese,Chinaconstructionbank(CCB),oneofthefirstfourChinesebankinggroups.TheEnglishclubhasasponsorshipmega-contractwithChevrolet($559millionoversevenyearsfromthe2014-2015season).TheAmericanautomobilebrand,whichwantmore internationalizeandmadeChinaapriority country, are thensponsoredalocaltournament:theChevroletChinaCup.Furthermore, thebrandhas thesamepositioning for thedifferentcountries. Infact this is universal, the kits are the same, logo aswell and all the differentsderivativesproducts.Regarding typeof shopswhere theproduct ismarketed, it is verydiversified:officialshopsofManchesterUnited(MacaoinChina)officialshopsofAdidas,anda lotontheonlineshopsthankstotheE-CommerceonAdidasandManchesterUnitedwebsite.Nowit’sessentialforManchesterunitedtoexploittheChinesee-commerceplatformstoreachthebestwaysthelocalmarket.ThebrandofManchesterUniteddistributemostof thisproducts thanks tohisAdidasPartnership.
II/STRATEGYOFCOMMUNICATION
Thanks to the rapid shift of media consumption towards internet, mobile and socialmedia platformsManchester united is one of themost popular club in theworld. Thebrand use digitalmedia platforms, such asmobile sites, applications and socialmedia.Thesesplatformsareoneoftheprimarymethodsbywhichtheclubengageandtransactwithhisfollowersaroundtheworld.The launch of MUTV (Manchester United Television), in collaboration with the cablechannelBSkyB,increasetheglobalvisibility.Theclubhasauniqueandexclusivemediatospeakabouthishistoryorhisplayerslegends.MostofthefollowersofManchesterUnitedareonFacebookwith69,9million,morethanbaseballamericanclubslikeNewYorkYankees.The Club has beaten all the records in terms of communication for examplewhen theclubopenedhisintasgramaccount,itbecamethebiggestpremierleagueclubsin22daysonthissocialnetworks.CommunicationofManchesterUnitedismadeallovertheworldwiththeimportanceofAsia.Wecannotice thatonWeiboa chinesepostamessagesaying«That’swhy I loveManchesterUnited»and therewere13millionsofcommentsononlyonepost.This isincredibleand it showthat thebrandofManchester isverywell implantedonChineseterritorywithaneffectivecommunication.
To communicate in the world, Manchester united use differentssupports:
• Socialnetworkswhichisthemostimportantpart
• Notorietythankstohisfootballplayers
• Matchesofcoursesthatarebroadcasteverywhereintheworld
thankstopartnershipwithlocalchannel
• InternshipsinChinatopromotefootballandmeetchildrensatschool
• Fans who participate in that communication. Since they have
supporters in all over theworld itmake it easier for the clubbecausefanspostphotos,tweetsanddiscussabouttheclub,theperformance, the products and the players. The club receivefromtheirfansfreeadvertisement
Bibliographie
• Ir.manutd.com• www.ecofoot.fr/manchester-united• marketingweek.com/brands/manchester-united-fc• lesechos.fr• adweek.com• GlobalisationandsportsbrandingthecaseofManU:JohnS.Hill&JohnVincent
III/STRATEGYOFTHEPRICEIV/STRATEGYOFTHEPRODUCT
All over theworld,Manchester United offer the sameproductswithkits,shirtswhicharethebestsellers.Then they canpropose limitedproducts for espaciallycountrybutmosltythesearethesameforeveryone.In China for the Chinese New Year they realese newproductsrelatedtoanimalschinesenewyear.They try to createand imaginenewproducts, goodieseveryyearforaspecialevent,competition,player.Thepackagingcanbedifferentfromdifferentcountriesbutthecolorisalwaysthesame:theredwhomakethepopularityofthebrandintheworld.
In term of price, Manchester United doesn’t need to make astrategyonitwithallthefanswhogotoOldTraffordduringthegamesandthenumbersofproductssoldeveryday.Thepricesarethesamebecauseweonlycanbuyproductsonthewebsiteoratamegastore.But to satisfied and to retainmore the fans, theymake somepromotionsforexamplefortheofficialmembership:-Promotionontickets-50%offMuseumandTour--10%offonlineandintheMegastore-10%offattheRedCafe-FreeentrytoUnder21homegamesThen the club lowered tickets for europa league which is areally good news for the fans and people who want to see amatchofthiscompetition.
To conclude, Manchester United becomes firstbillion-dollar football brand. The club’s brand valuegrewby63%yearonyear,despitetheclubmissingouton Champions League football this year and failing towinatrophy.Man United last topped the rankings in 2012when ithit$853minvalue.TheclubplacedthirdintheBrandFinance report last year, its lowest position since thestudyoriginated.
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