The Malaysians And Their Marketing Strategy

As we all know the Malaysians are business men and will always look at ways of raising revenue.

The best way for them at the moment of raising revenue is by marketing Cardiff City FC in Malaysia.

At present NO Malaysians own a British Football club so this is all new to the people of Malaysia.

They only really have heard of Man Utd and possibly have never heard of Cardiff City.

So i feel the Malaysians are being very clever by taking our team over there for a pre-season tour and it will undoubtely well and truly get us on the map.

If then the people of Malaysia suddenly take an interest in Cardiff City Fc then the money that will be made from merchandising will be enormous. Malaysia has a population of 28 million and there is obviously a market out there for football so the prospects of generating finances from that alone seems never ending.

Out of the 28 million for example if half a million buy Cardiff City Shirts then £20 million of revenue will be created.
I am NOT saying that half a million WILL buy our shirts but its just a general idea of how future income could and should be generated, so hopefully the people of Malaysia will jump on the Cardiff City bandwagon and then the future will certainly look good for everyone concerned.

some valid points there.

Media sales like Cardiff City World with a Malasian translation could also be a big spin off.

I think somebody has also mentioned the possibility of a Maly born player being signed - a similar stradegy used by Manchester United with the Park signing.

As we all know the Malaysians are business men and will always look at ways of raising revenue.

The best way for them at the moment of raising revenue is by marketing Cardiff City FC in Malaysia.

At present NO Malaysians own a British Football club so this is all new to the people of Malaysia.

They only really have heard of Man Utd and possibly have never heard of Cardiff City.

So i feel the Malaysians are being very clever by taking our team over there for a pre-season tour and it will undoubtely well and truly get us on the map.

If then the people of Malaysia suddenly take an interest in Cardiff City Fc then the money that will be made from merchandising will be enormous. Malaysia has a population of 28 million and there is obviously a market out there for football so the prospects of generating finances from that alone seems never ending.

Out of the 28 million for example if half a million by Cardiff City Shirts then £20 million of revenue will be created.
I am NOT saying that half a million WILL buy our shirts but its just a general idea of how future income could and should be generated, so hopefully the people of Malaysia will jump on the Cardiff City bandwagon and then the future will certainly look good for everyone concerned.

Dai,

I agree they intend to make there money in Malaysia on Cardiff City as you wont make money on them over here, they want the Malaysian Business and people to follow their Dream of taking Cardiff up and then becoming a major Force in the Premier, they then know over their they will sponsor us/buy our Merchandise etc etc

Malaysia is a very tolerant and forward thinking Islamic country. As far as I can see they follow the same form of Islam which is practised in Iran, Ayatollha's and all.

Providing it is acceptable and won't tred on any toes, the fact we have adopted a salute which hails from their religion could be a brilliant marketing angle.

Dai,

I agree they intend to make there money in Malaysia on Cardiff City as you wont make money on them over here, they want the Malaysian Business and people to follow their Dream of taking Cardiff up and then becoming a major Force in the Premier, they then know over their they will sponsor us/buy our Merchandise etc etc

So you don't think they'll make any money out of CCFC in this country? Where's the banging your head against a brick wall smiley when you need it?

Dai,

I agree they intend to make there money in Malaysia on Cardiff City as you wont make money on them over here, they want the Malaysian Business and people to follow their Dream of taking Cardiff up and then becoming a major Force in the Premier, they then know over their they will sponsor us/buy our Merchandise etc etc

So you don't think they'll make any money out of CCFC in this country? Where's the banging your head against a brick wall smiley when you need it?

Surely most football clubs don't make money (i.e. profit) in this country? Even the most successful Manchester United has to rely on Champions League cash and overseas merchandising.

I think what Annis is talking about is a smaller club finally making a concerted effort to break into the Far East markets. Loads have talked about it but I would assume it is hard to do without having influence in that region. VT is a man with immense influence and we are a club with potential.

Do the ground work right and it is easy to see where it could lead and for VT (& Cardiff City) it could prove very lucrative and politically advancing.

Let's keep the Malaysian flags flying high in the crowd !!!!! Surely they would love to watch a Championship / Prem team waving their flag ..................

Lets just sign the biggest player they have I.E the most popular and we'll do a united and sign him!

Providing it is acceptable and won't tred on any toes, the fact we have adopted a salute which hails from their religion could be a brilliant marketing angle.

i think they may get to see that pretty soon tony after my little video

for all others not there friday night, josh informed us not to be diselussioned and that 75% of malaysia were man utd fans and until the play-off final a championship game has NEVER been televised out there.

that in itself was a massive step for us.

whilst i agree that malaysia could be a massive market for us, i also think that wales is a massive market to exploit and with the right marketing could be massively exploited. I believe there is no excuse for having empty seats in our stadium!! if a team like norwich can fill their ground week by week why cant the capital city of wales do the same. I think a bit of marketing and it would wake up the south walian mancs and scousers (especially the kids) to follow the city. I took my boy to watch scarlets a couple of months ago as he was playing on their new training complex before the game. about 400 people went from treorchy and the amount of money the parents spent on merchandise was unbelievable. It covered the cost of letting the kids in free and made my boy a scarlets fan. I think any empty seats should be filled in a similar manner. Once a kid has watched us a few times there is no way he'd watch the jacks after that. And if the kid gets hooked the parents will bring them almost definitely. i just dont know why our club has never marketed itself since rick wright!!!

whilst i agree that malaysia could be a massive market for us, i also think that wales is a massive market to exploit and with the right marketing could be massively exploited. I believe there is no excuse for having empty seats in our stadium!! if a team like norwich can fill their ground week by week why cant the capital city of wales do the same. I think a bit of marketing and it would wake up the south walian mancs and scousers (especially the kids) to follow the city. I took my boy to watch scarlets a couple of months ago as he was playing on their new training complex before the game. about 400 people went from treorchy and the amount of money the parents spent on merchandise was unbelievable. It covered the cost of letting the kids in free and made my boy a scarlets fan. I think any empty seats should be filled in a similar manner. Once a kid has watched us a few times there is no way he'd watch the jacks after that. And if the kid gets hooked the parents will bring them almost definitely. i just dont know why our club has never marketed itself since rick wright!!!

Our marketing the last few years has been basically been non existent but hopefully that will now change.

whilst i agree that malaysia could be a massive market for us, i also think that wales is a massive market to exploit and with the right marketing could be massively exploited. I believe there is no excuse for having empty seats in our stadium!! if a team like norwich can fill their ground week by week why cant the capital city of wales do the same. I think a bit of marketing and it would wake up the south walian mancs and scousers (especially the kids) to follow the city. I took my boy to watch scarlets a couple of months ago as he was playing on their new training complex before the game. about 400 people went from treorchy and the amount of money the parents spent on merchandise was unbelievable. It covered the cost of letting the kids in free and made my boy a scarlets fan. I think any empty seats should be filled in a similar manner. Once a kid has watched us a few times there is no way he'd watch the jacks after that. And if the kid gets hooked the parents will bring them almost definitely. i just dont know why our club has never marketed itself since rick wright!!!

Our marketing the last few years has been basically been non existent but hopefully that will now change.

Spot on

What a thread to debut my posting on this board. Having wrote my masters thesis on the global impact of the new south eastern Asian economies I feel like i can actually contribute with some info here. I also apologize in advance as English is not my first language.

The Malaysian economy has had a very steady and controlled rise the last 30 or so years and is just on the verge of breaking into the "big boys club" (China, Japan and South Korea). An average rise of 7% yearly in this period is a great accomplishment for any country, but for a previously very poor Asian country it is fantastic. A small downturn around 2008-2010 due to the infrastructure and public offices not being scaled for the economic increase. The implementation of the NEM(new economic model) together with the Philippines in 2010 has done a lot to get Malaysia ready for another few years of economic growth. An unemployment rate as low as 3% and less then 2% of families living in poverty are very impressive stats for this area of the world. This achieved with a population of 30 or so million inhabitants. Now we could easily break down these figures to areas and we will see there is still large differences between the cities and the countryside, but all in all the average family in Malaysia will have more money than the average welsh family(compared to income/cost of living/tax). This means Malaysia is a gigantic market possibility. No one spends more money than countries who very recently achieved wealth, no one wants to be westernized more than a country with recently acquired wealth. Another point is the power struggle internally for the Asian economies. You have not seen competitive business until you have done cross-border deals in Asia.

While both Korea and Japan has had a great influx of football supporters during the 90-00's with players in major leagues and a great home championship for South Korea, the other Asian countries never got these breaks. With SK and JP being the major cultural influences of the entire region(China aswell, but more on a political level, not cultural) the interest for football spread to the surrounding countries. Out of all the potential untapped markets in Asia, Malaysia seems to be by far the most profitable seen from a purely economic and business POV, and the timing is pretty spot on.

For the marketing strategy flooding has historically worked better in these markets than branding. As of now Cardiff doesn't need the emotional connection to the badge as the local welsh fans have in their new markets. Not yet...

Most likely the long-term local fan will dislike the campaign and marketing stunts towards this market as they will feel it cheapens the brand and the significance of extra attributes that fans associate with the badge. These attributes are impossible to convey to a new market, so when you see the cheesy adverts and the red shirts and dragons, just breathe... it's just not made for you...

What a thread to debut my posting on this board. Having wrote my masters thesis on the global impact of the new south eastern Asian economies I feel like i can actually contribute with some info here. I also apologize in advance as English is not my first language.

The Malaysian economy has had a very steady and controlled rise the last 30 or so years and is just on the verge of breaking into the "big boys club" (China, Japan and South Korea). An average rise of 7% yearly in this period is a great accomplishment for any country, but for a previously very poor Asian country it is fantastic. A small downturn around 2008-2010 due to the infrastructure and public offices not being scaled for the economic increase. The implementation of the NEM(new economic model) together with the Philippines in 2010 has done a lot to get Malaysia ready for another few years of economic growth. An unemployment rate as low as 3% and less then 2% of families living in poverty are very impressive stats for this area of the world. This achieved with a population of 30 or so million inhabitants. Now we could easily break down these figures to areas and we will see there is still large differences between the cities and the countryside, but all in all the average family in Malaysia will have more money than the average welsh family(compared to income/cost of living/tax). This means Malaysia is a gigantic market possibility. No one spends more money than countries who very recently achieved wealth, no one wants to be westernized more than a country with recently acquired wealth. Another point is the power struggle internally for the Asian economies. You have not seen competitive business until you have done cross-border deals in Asia.

While both Korea and Japan has had a great influx of football supporters during the 90-00's with players in major leagues and a great home championship for South Korea, the other Asian countries never got these breaks. With SK and JP being the major cultural influences of the entire region(China aswell, but more on a political level, not cultural) the interest for football spread to the surrounding countries. Out of all the potential untapped markets in Asia, Malaysia seems to be by far the most profitable seen from a purely economic and business POV, and the timing is pretty spot on.

For the marketing strategy flooding has historically worked better in these markets than branding. As of now Cardiff doesn't need the emotional connection to the badge as the local welsh fans have in their new markets. Not yet...

Most likely the long-term local fan will dislike the campaign and marketing stunts towards this market as they will feel it cheapens the brand and the significance of extra attributes that fans associate with the badge. These attributes are impossible to convey to a new market, so when you see the cheesy adverts and the red shirts and dragons, just breathe... it's just not made for you...

And when shall we exhale????????????????? CCFC WELL WRITTEN mr 1st post