Fmg Stadium and Swot Analysis of Ot

                                 Individual Assignment

                      (Marketing Plan)

      Marketing Planning & Control

                      BIBM 651

Tutor: Beverly Taylor

Submitted by: Robin Singh Gill

Student ID: 16443761

2.0. Marketing Objectives, Strategies, Tactics

2.1.1 Smart objectives for 2016-2017

1. Increase domestic prospects in the FMG Stadium by 15% by the end of the 2016.

Achievability of the objective  

This is a very simple and demanding objective. Per the data gathered regarding FMG stadium most of the visitors are local or domestic. This is a strength of the stadium which could help in increasing the number of prospects. And above all the local prospects are more easy to persuade, which in turn provides free publicity by word of mouth. According to the 2013 consensus 161,620 people lives in Hamilton city. But if look at 2006 census the population of Hamilton city has been increased by 12,024 or 9.3%. Majority of the visitors coming to stadium are male and of young age so the end of the year could be an opportune time to encourage families to come along to the games. And holiday season is best time to encourage families to spend some good time, that is why this objective is very much achievable.

1. Increasing online victors on its Facebook page from 16,000 to 30,000 in the next month.

Achievability of the objective

FMG stadium organizes hundreds of events every year. Not just for the games but also for corporate meetings. But the social media strategy of stadium is lacking in advertising its events. And not just Facebook, to attract more younger audience the stadium could other social media platforms like snapchat. The younger generation is more affiliated to the technologies so it would be a piece of cake for the stadium to reach this segment of market. Especially using Facebook live during an event to provide an official touch the pumping experience of a game. This should be a part of the social media strategy of the stadium.

1. Invoking a permanent ban on alcohol by the end of the year.

Achievability of the objective

Alcohol could really make fans go berserk and in any high rated event like the Rugby World Cup it could be devastating. Alcohol is a vile drink that could turn even the most respectable people into delinquents. So, in order in make things more manageable for the event organizers, it is quite fair to ban any intoxicant in to stadium facility. This objective reflects the character of social responsibility of the stadium. Smoking has already been banned to some extent likewise alcohol also deserves the same fate.

2.1.2. Determine new customers target       

The stadium is so much more than just rugby matches; people can also arrange lavish weddings and corporate meetings. Although the stadium has eight unique spaces for special events but people in turn are not aware of the details.

Achievability:

• FMG stadium can increase its prospects by heavily marketing its various lounges because most people do not have a peculiar knowledge about it.
• Hamilton City council never provides enough money to the stadium to work on its own it always has to look for sponsors to meet its targets, which could be quite difficult job.
• The best way of promotion is the word of mouth; the stadium can use volunteers to work and promote it on Facebook to capture more volunteers. Doing this the stadium could be more connected to the local population and they would the behind the scenes picture of the stadium.
•    To attract older customer traditional sources of promotion like TV ads and newspaper adverts are used, but for the younger generation it is very easy to use social media for this purpose. The needs to expand its social media network people are much involved on twitter and snapchat the stadium should jump in it to, just being on Facebook is not enough nowadays.
• Other form promotion comes through a different channel where the stadium can use its H3 partners to help it out. Like Waikato museum and the grandstand. It can be done by providing special combo offers to potential customers.

2.2.1. Target segment strategy:

The stadium target their market based on demographics and ethnicity. These segments could also be divided on cultural basis.

• Ethnicity

The FMG stadium will target the local people as their market segment. Hamilton city population is 161,620 which is rapidly increasing as people are moving from Auckland to other places. On top of that Hamilton has one of the largest groups of overseas-born residents, mostly from UK, China and India. So, the people from UK will sure likely to go for a rugby match but in case Indians they would prefer a cricket match over rugby. But not only local market but domestic market should also be considered as NZ is filled with immigrants. Targeting that market should be fruitful for the stadium.  

• Demographics

Waikato stadium’s main target market is male of almost every age, but it lags in female visitors and elderly people. That is why it should encourage families to come as well. But sometimes it depends on the event that is going on. Nonetheless no market segment should be alienated. Because sometimes people just needed some quality time with their families. The stadium should put that into perspective too.

Age