VT's marketing strategy

All the football marketing/branding articles that I have read indicate that VT has got his strategy wrong and that in order to sell a club abroad then you have to retain its history and tradition which is the main selling point. Lets be honest here, we are only looking for a limited slice of the action from the asian market due to the european market being already saturated.

The other flaw with VT wanting to associate us with Wales and the dragon is that outsiders will naturally associate this with Swansea especially as they are the only premier league welsh club at present.
There are other ways of generating income abroad which include TV rights and exposure but again this is not going to amount to much if we are stuck in the championship.
The plan to promote our brand abroad is basically doomed whilst we are stuck in the championship which will be a worry if we do not gain promotion in the short term.

I think they know what they are doing

I think they know what they are doing

Exactly you "think" but cannot guarantee this. Also remember that this is the first time that they have run a football club and therefore have no experience of the football related markets.

I think they know what they are doing

Exactly you "think" but cannot guarantee this. Also remember that this is the first time that they have run a football club and therefore have no experience of the football related markets.

Nobody knows either way time will tell

I think they know what they are doing

Exactly you "think" but cannot guarantee this. Also remember that this is the first time that they have run a football club and therefore have no experience of the football related markets.

Nobody knows either way time will tell

Like I said, the marketing strategy is basically doomed unless we get into the premiership.

I think they know what they are doing

Exactly you "think" but cannot guarantee this. Also remember that this is the first time that they have run a football club and therefore have no experience of the football related markets.

Nobody knows either way time will tell

Like I said, the marketing strategy is basically doomed unless we get into the premiership.

So jinks-jtc doesn't know it will work but you seem to definitely know it won't work

Nobody knows, but I would suggest that the judgement of a billionaire where carry a bit of weight on this subject (like his methods or not)

I think they know what they are doing

Exactly you "think" but cannot guarantee this. Also remember that this is the first time that they have run a football club and therefore have no experience of the football related markets.

Nobody knows either way time will tell

Like I said, the marketing strategy is basically doomed unless we get into the premiership.

I find it hard to believe that VT doesn't know that, but I'm sure he is grateful for your imput.

I think they know what they are doing

Exactly you "think" but cannot guarantee this. Also remember that this is the first time that they have run a football club and therefore have no experience of the football related markets.

The guy is a billionair give him some credit!!

All the football marketing/branding articles that I have read indicate that VT has got his strategy wrong and that in order to sell a club abroad then you have to retain its history and tradition which is the main selling point. Lets be honest here, we are only looking for a limited slice of the action from the asian market due to the european market being already saturated.

The other flaw with VT wanting to associate us with Wales and the dragon is that outsiders will naturally associate this with Swansea especially as they are the only premier league welsh club at present.
There are other ways of generating income abroad which include TV rights and exposure but again this is not going to amount to much if we are stuck in the championship.
The plan to promote our brand abroad is basically doomed whilst we are stuck in the championship which will be a worry if we do not gain promotion in the short term.

f**k me I really did'nt know this forum had so many business experts.Whats ever Tan knows,he probably forgotten more than you will ever know.You really are talking out of your arse

All the football marketing/branding articles that I have read indicate that VT has got his strategy wrong and that in order to sell a club abroad then you have to retain its history and tradition which is the main selling point. Lets be honest here, we are only looking for a limited slice of the action from the asian market due to the european market being already saturated.

The other flaw with VT wanting to associate us with Wales and the dragon is that outsiders will naturally associate this with Swansea especially as they are the only premier league welsh club at present.
There are other ways of generating income abroad which include TV rights and exposure but again this is not going to amount to much if we are stuck in the championship.
The plan to promote our brand abroad is basically doomed whilst we are stuck in the championship which will be a worry if we do not gain promotion in the short term.

f**k me I really did'nt know this forum had so many business experts.Whats ever Tan knows,he probably forgotten more than you will ever know.You really are talking out of your arse

Thanks for the abuse. If you read my post properly then you will see that that this opinion is gathered from reading articles from credible sources and industry branding experts that have commented on this issue so you can apologise for saying that I am talking out of my arse for starters.These sources are from the very industry experts that know and understand football marketing and they indicate that VT has got it wrong.

I think they know what they are doing

Exactly you "think" but cannot guarantee this. Also remember that this is the first time that they have run a football club and therefore have no experience of the football related markets.

Nobody knows either way time will tell

Like I said, the marketing strategy is basically doomed unless we get into the premiership.

I find it hard to believe that VT doesn't know that, but I'm sure he is grateful for your imput.

Tony thanks for the sarcasm but this is not my opinion but that of industry experts in the articles that I have read. I indictaed this in the start of my post so do keep up.

I think they know what they are doing

Exactly you "think" but cannot guarantee this. Also remember that this is the first time that they have run a football club and therefore have no experience of the football related markets.

Nobody knows either way time will tell

Like I said, the marketing strategy is basically doomed unless we get into the premiership.

So jinks-jtc doesn't know it will work but you seem to definitely know it won't work

Nobody knows, but I would suggest that the judgement of a billionaire where carry a bit of weight on this subject (like his methods or not)

Nope, its the industry experts stating that it will not work and not my opinion at all. I stated this at the start of my thread.

Not really abuse is it.Look,substitute"out of your arse" to "through your hat" and were all happy .I know what you mean though,my Mrs reads the Mail on-line and she's a f*cking expert on every subject under the sun.

Re: VT's marketing strategy
by Bluebird64 » Tue Jun 26, 2012 8:34 am

jinks-rct wrote:
I think they know what they are doing

Exactly you "think" but cannot guarantee this. Also remember that this is the first time that they have run a football club and therefore have no experience of the football related markets.

Who's the most qualified on this subject? You or VT?
It maybe the first football club that they have run but they have successfully ran businesses in other walks of life where they had not previously been involved in those industries either.

Chill a bit and let the knowledgeable people take care of their responsibilities. We just have to get behind the club and the team.

It isnt just about selling shirts in asia its about a wide range of other things from sponsors to television and betting which will become big business out there very soon..

Re: VT's marketing strategy
by Bluebird64 » Tue Jun 26, 2012 8:34 am

jinks-rct wrote:
I think they know what they are doing

Exactly you "think" but cannot guarantee this. Also remember that this is the first time that they have run a football club and therefore have no experience of the football related markets.

Who's the most qualified on this subject? You or VT?
It maybe the first football club that they have run but they have successfully ran businesses in other walks of life where they had not previously been involved in those industries either.

Chill a bit and let the knowledgeable people take care of their responsibilities. We just have to get behind the club and the team.

Another one who attacks the poster before fully reading the post. I did not claim to be an expert at all and if you bothered to read the post it says that I have read articles where industry experts have said that VT's strategy is wrong. I have not only read the articles but posted some of them on this forum as well. These sources are from leading industry experts in football marketing etc and understand the industry inside out. As long as we are in the championship then the rebranding plans will be flawed. Also breaking the clubs traditions and history by changing the colours and badge is not seen as a wise move in trying to sell the brand in differing markets.If VT had done his research into this and had found some sound marketing evidence to support his changes then surely he would have been able to fully detail and justify the reasons for change but his statement did not reflect this.

I think they know what they are doing

Well I totally Disagree Jinks and I have said why on many occasions and if we go by how they have run our club over the last 2 years, I fear for us.

Also rem they have not got a clue about a football club.

It isnt just about selling shirts in asia its about a wide range of other things from sponsors to television and betting which will become big business out there very soon..

There would be some potential for exposure if we were in the premiership granted but if we found ourselves in the championship for a while then the exposure would be almost non existent.

I was talking to a filipino lad yesterday in work. He said YES Red IS a lucky colour in
the far east.

What colour do the Phillipines wear...

Blue.

Same as Japan and erm... Malaysia.

I think the whole marketing angle is a load of bollocks. Its his personal preference
is all. But as for the Campaign For Real Ale badge? The mind boggles

I think they know what they are doing

Well I totally Disagree Jinks and I have said why on many occasions and if we go by how they have run our club over the last 2 years, I fear for us.

Annis I fully agree.The statement that was released by VT highlighting why he chose to make the changes did little to convince us that the changes were being made based on some sound detailed market analysis.

It isnt just about selling shirts in asia its about a wide range of other things from sponsors to television and betting which will become big business out there very soon..

I think most people agree that shirt sales won`t raise a lot of money

1) we will remain totally unknown and unwanted in the target markets unless and until we have been a major Premier force for some years.

2) even if we achieve 1) , the likes of Tottenham and Chelsea still can`t get a big market share

3) most of the profits would in any case stay with the retailer and manufacturers


Stadium sponsorship could raise a decent sum of money but

1) Langston have to be paid off first as they currently own the rights to such income

2) big sums of money could only be achieved if we are again an established Premier side getting extensive TV exposure

Shirt and ground advertising could also potentially raise money but

1) we already have a fair bit of this from either VT or League general advertisers - not sure how much more would come in

TV deals are a no go as such contracts are negotiated centrally and we only get our equal share

Can`t see how any expansion of gambling in the Far East generates any money for our club. Betting on UK games only makes a profit for the gambling company itself , not the clubs being bet on

Keith

They may not have run a football club before this is true. However they are succesful businessmen and will have marketing specialists behind them, I don't think they are stupid enough to go into this blindfolded and the doomsayers dont give them any respect. Marketing a brand is the same across the board no matter what it be, football, sweets, or tampons. There will be a demograph they will be targeting and they will look for the best possible avenues to market their/our brand.. They didn't become billionaires through stupidity or lack of knowledge

They may not have run a football club before this is true. However they are succesful businessmen and will have marketing specialists behind them, I don't think they are stupid enough to go into this blindfolded and the doomsayers dont give them any respect. Marketing a brand is the same across the board no matter what it be, football, sweets, or tampons. There will be a demograph they will be targeting and they will look for the best possible avenues to market their/our brand.. They didn't become billionaires through stupidity or lack of knowledge

No one is saying that the Malaysians are not sound business men but they are new to football and some of the football marketing experts are saying that their strategy is flawed.The reasons that VT gave us in his statement for change did not contain any sound evidence that the changes were based on anything other than his personal preferences.

I think they know what they are doing

Well I totally Disagree Jinks and I have said why on many occasions and if we go by how they have run our club over the last 2 years, I fear for us.

Annis I fully agree.The statement that was released by VT highlighting why he chose to make the changes did little to convince us that the changes were being made based on some sound detailed market analysis.

They honestly haven't worked it out them selves,even their 3 top people employed at our club cant answer it.

I was talking to a filipino lad yesterday in work. He said YES Red IS a lucky colour in
the far east.

What colour do the Phillipines wear...

Blue.

Same as Japan and erm... Malaysia.

I think the whole marketing angle is a load of bollocks. Its his personal preference
is all. But as for the Campaign For Real Ale badge? The mind boggles

Dave, its the biggest load of bollocks ever, VT hates the colour Blue, feels its unlucky and is a Dictator with no feelings/love for our club.

I think they know what they are doing

Well I totally Disagree Jinks and I have said why on many occasions and if we go by how they have run our club over the last 2 years, I fear for us.

Annis I fully agree.The statement that was released by VT highlighting why he chose to make the changes did little to convince us that the changes were being made based on some sound detailed market analysis.

They honestly haven't worked it out them selves,even their 3 top people employed at our club cant answer it.

VT had the perfect opportunity to fully justify his reasons for change in his statement especially as he already knew that his reasoning was being questioned. If the reasons for change were market driven and based on a sound business plan that would back up detailed market analysis then VT would have eluded to it as justification. Sadly his justification was based more on his personal preferences and even all of my pro red friends were totally unconvinced by his statement.

I think they know what they are doing

Well I totally Disagree Jinks and I have said why on many occasions and if we go by how they have run our club over the last 2 years, I fear for us.

Annis I fully agree.The statement that was released by VT highlighting why he chose to make the changes did little to convince us that the changes were being made based on some sound detailed market analysis.

They honestly haven't worked it out them selves,even their 3 top people employed at our club cant answer it.

VT had the perfect opportunity to fully justify his reasons for change in his statement especially as he already knew that his reasoning was being questioned. If the reasons for change were market driven and based on a sound business plan that would back up detailed market analysis then VT would have eluded to it as justification. Sadly his justification was based more on his personal preferences and even all of my pro red friends were totally unconvinced by his statement.

Sadly spot on.

All the football marketing/branding articles that I have read indicate that VT has got his strategy wrong and that in order to sell a club abroad then you have to retain its history and tradition which is the main selling point. Lets be honest here, we are only looking for a limited slice of the action from the asian market due to the european market being already saturated.

The other flaw with VT wanting to associate us with Wales and the dragon is that outsiders will naturally associate this with Swansea especially as they are the only premier league welsh club at present.
There are other ways of generating income abroad which include TV rights and exposure but again this is not going to amount to much if we are stuck in the championship.
The plan to promote our brand abroad is basically doomed whilst we are stuck in the championship which will be a worry if we do not gain promotion in the short term.

I disagree and agree with your comments. The first part in which you highlight marketing/branding articles indicate VT has got this strategy wrong is false. You must remember, majority of the articles take a quantitative approach, where people are asked a certain question; where there can only be a set few answers. Whereas if they had taken a qualitative approach you would get open ended questions; thus every article has a different conclusion, it doesnt necessarily mean the VT has taken a wrong strategy.

Your statement in regards to selling a club abroad and retaining its history and tradition is a main selling point is completely off the mark. If you read a study by Ted Polhemus in regards to football tribalism, he identifies its about social groups and reference group; which is instrumental in determining an individual's buying behaviour. But he argues nearly 90% of football fans would support a club on the basis of a reference group or social group- thus leading to football tribalism, where people extend themselves(self image) to be part of that group. The key initiative here is the 1MCC football scheme which has been implemented by the Malasysians.....which I believe is the key for the Malaysians to develop the Cardiff brand and further enhance the support for Cardiff City.

One point I do agree with you is in regards to the complete rebranding of the club. I believe that is not applicable to Cardiff City FC, because we have already implemented the 1MCC programme which is developing ties with the Malaysian school children and further enhancing the brand and creating an awareness. I believe the rebranding of the badge and change of home colours is not necessary and I feel this is more personal to VT rather than a marketing/business decision. Remember, we're not exactly a big club compared to Man Utd, Liverpool, Real Madrid etc.....what is key selling point for those clubs is success. No one cares about its history in the global market....success buys you fans and shirt sales.

My opinion is, to increase shirt sales in the far east, we need to get promoted to the premiership, and that is the simple solution. Another aspect which I find interesting is, VT owns his own retail outlets....he could simply sell Cardiff replica kits within his retail outlets...with the combination of utilising the 1MCC scheme in local areas. But lets be honest, I cant see millions of people in the far east buying a replica kit, untill we get promoted.

All the football marketing/branding articles that I have read indicate that VT has got his strategy wrong and that in order to sell a club abroad then you have to retain its history and tradition which is the main selling point. Lets be honest here, we are only looking for a limited slice of the action from the asian market due to the european market being already saturated.

The other flaw with VT wanting to associate us with Wales and the dragon is that outsiders will naturally associate this with Swansea especially as they are the only premier league welsh club at present.
There are other ways of generating income abroad which include TV rights and exposure but again this is not going to amount to much if we are stuck in the championship.
The plan to promote our brand abroad is basically doomed whilst we are stuck in the championship which will be a worry if we do not gain promotion in the short term.

okay then well in that case your saying our only hope of ever making any money is by playing in the premiership, we should never try and enter a new market we should just sit back and continue loosing money hoping we finally make it to the premiership one day is it ?

I think they know what they are doing

Well I totally Disagree Jinks and I have said why on many occasions and if we go by how they have run our club over the last 2 years, I fear for us.

Annis I fully agree.The statement that was released by VT highlighting why he chose to make the changes did little to convince us that the changes were being made based on some sound detailed market analysis.

They honestly haven't worked it out them selves,even their 3 top people employed at our club cant answer it.

VT had the perfect opportunity to fully justify his reasons for change in his statement especially as he already knew that his reasoning was being questioned. If the reasons for change were market driven and based on a sound business plan that would back up detailed market analysis then VT would have eluded to it as justification. Sadly his justification was based more on his personal preferences and even all of my pro red friends were totally unconvinced by his statement.

Ask yourself this, Do nike reveal all their marketing strategies , all the ins and outs etc. No . How do we know the full extent and reasonaing behind vts plans. By revealing them , he may jepordise them.