FIFA Marketing Mix (4Ps) & Marketing Strategy
Marketing strategy of FIFA through marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion).
FIFA Product Strategy:
FIFA is the international body which governs and organises football events all over the world. FIFA conducts its World Cup every four years, which is the biggest sporting event in the world. The lWorld Cup held in 2018 was in Russia where France emerged as winners. The next world cup will be hosted by Qatar in 2022. Till 2018 seventeen countries have hosted the twenty tournaments of World Cup since 1930. Host country is chosen by votes in FIFA’s congress. This is done by a ballot system. Italy, France, Germany and Mexico are the only countries to have hosted the tournament twice till 2018. FIFA tournaments, tickets, broadcast rights, events etc are all a part of its marketing mix product portfolio offering.
Image: flickr.com/photos/bagogames/
This concludes the product strategy in FIFA marketing mix & strategy.
FIFA Price/Pricing Strategy:
Below is the pricing strategy in FIFA marketing mix strategy:
FIFA events have variable pricing of all its different offerings. FIFA’s events which are broadcasted are auctioned by the biggest media houses for showing the sporting events.
The price of tickets vary from $100 to $400, depending upon the position of seats and the phase of the tournament. That is, the prices of tickets in the finals and semi-finals is significantly more expensive than that of the league stage. If travel, tickets, food and stay are included, it should cost around $200 to $500. The prices are reasonable because it wants the football lovers to enjoy the sport without worrying too much about the prices. FIFA also makes money from sponsors.
Read more about FIFA
FIFA Place & Distribution Strategy:
Following is the distribution strategy in the FIFA marketing mix:
FIFA is the most awaited international tournament in the world with masses coming to see the watches, wherever they are held. Uruguay was the first country to host the world cup in 1930, followed by Italy. Apart from them, France, Brazil, Switzerland, Sweden, Chile, England, Mexico, Germany, Argentina, Spain, Mexico, Italy and Russia have hosted the world cup in subsequent years. Even though it is very popular, the club football overtakes FIFA World Cup in many aspects. This is partially because there is less focus on international relations and lower ranked teams have fewer opportunities to compete against the high ranked ones. It has also been put in bad light due to some allegations of corruption in the past.
Due to TV broadcasts and online streaming videos, FIFA events are seen worldwide.
FIFA Promotion & Advertising Strategy:
The promotional and advertising strategy in the FIFA marketing mix is as follows:
FIFA ensures a mass scale marketing and advertising of its events. With such a big budget, the promotions have always been on the rise when there is a FIFA world cup. Be it the “Waka-Waka” or the “Road to Russia”. There have always been people, slogans or songs which go viral and remain in the hearts of people till many years. It promotes the whole event through the traditional and online advertising mediums. The planning is done well in advance as no one can expect such a big event to fall apart. FIFA has strong association with global brands like Emirates, Adidas, Coca-Cola, Sony, Hyundai-Kia Motors, VISA, etc.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of FIFA.
Process:
FIFA has processes like tournament scheduling, organising events, broadcasting globally, selling tickets etc. Since the world cup comes after a long gap of four years, there is always eagerness of how things may unfold. This excites the views and critics as well. The prices shoot up when there’s a match between arch rivals, or the finals. Promotions, decorations and online presence shoots up just prior to the launch.
People:
The number of people associated with FIFA is humungous, be the organizers, members, teams, spectators and even the views on television. Word of mouth plays a crucial role as fans discuss and spread the news of various matches and their favourite players, thus adding to the popularity.
Physical Evidence:
FIFA events, stadiums, TV broadcast, online access etc are its biggest physical presence. The event makes headlines, be it the wins and losses, or the controversies. Every small detail of the World Cup is recorded and comes to notice of the media, and hence the people. There are opportunities to encourage the sport in India and China by setting up academies and promoting the sport. This completes the FIFA marketing mix.
About FIFA:
FIFA, acronym for Fédération Internationale de Football Association is the governing body of association football, beach soccer, futsal and eFootball. It is responsible for holding international tournaments, with FIFA World Cup being the most prominent one.
Year 1930 marked the beginning of the first FIFA World Cup. Its members consists of 200+ national associations.
Browse marketing strategy and 4Ps analysis of more brands similar to FIFA. The Marketing Mix & Strategy section covers 4Ps and 7Ps of more than 800 brands in 2 categories.
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