Case Study Analysis: Philadelphia Phillies
Question- assessing the competitive environment the Phillies participate in and suggest ways for them to manage their product and highlight their brand accordingly.
Philadelphia Phillies are a major league baseball team. They are the oldest continuous, one name, one city franchise in all of professional American sports. Philadelphia Phillies had participated in so many activities such as the Phillies baseball academy for boys and girls ages 6-14. Offers campers unforgettable baseball and softball experiences they will treasure for a lifetime. Many of us are familiar with a close relationship in which all parties’ ...view middle of the document...
The most essential aspect of a successful relationship that has a low level of conflict involves a strong understanding of control mutuality. This term refers to an understanding between the parties in the relationship of who has the dominating influence and power (Shen, 2012). Both parties must be aware of how much power each has within the relationship. .
These elements of a relationship are an exemplified in the sport sponsorship between Wendy’s and Olympic. A sport sponsorship is no different than any other type of relationship. Both parties have specific needs, which are looking to be met by the assets offered by the party. One of Wendy’s primary needs in its sponsorship of the Olympics is image enhancement. ‘’as long as you project n image of fun ballpark experience in everything you do, you’re going to be in a good shape (MC Grill Hill, 314). “
Wendy’s a fast food restaurant chain, operates under a perception that it contributes to the widely growing obesity rates. However, in growing in sponsoring the Olympics, the pinnacle of all athletic events that show cases the most elite athletes in the world, Wendy’s is provided an opportunity to change the perception and enhance its image. Not only Wendy’s able to enhance its image but it also gain vital intangible benefits a s corporation can transfer its image into the minds of individuals in varying target market.
Linkage and Leveraging
In order to understand the relationship between companies that occurs
In a sport sponsorship, one must understand several general concepts.
Sponsorship, as defined by the International Events Group is “…a
Relationship between a marketer and a property in which the marketer
Pays a cash or in-kind fee in return for access to the exploitable
Commercial potential associated with the property” (Fullerton, 2010).
Two key concepts that comprise sponsorships, as alluded to in
The prior example regarding Wendy’s and the Olympics are linkage
And leveraging. Linkage is integral in deciding whether or not to pursue
a sponsorship and who to pursue one with, because linkage is the term
That describes the access that the sponsor will gain to its target market
In another example, Dietz &Watson, deli meat and cheese
Producer, is a sponsor of Major League Baseball’s Philadelphia Phillies,
And in terms of linkage, this sponsorship appears to be logical. Hot dogs
Are favored commodities at concession stands at baseball games, and as
They are a primary product of Dietz & Watson, sponsoring a Major
League Baseball team, would provide the company with extensive
Access to a specific target market.
Leveraging is more detailed than linkage. Leveraging consists
of the actions that are done in order to increase the effectiveness of the
Sponsorship (Fullerton, 2010). One way in which companies engage in
Leveraging products is through purchasing the naming rights of specific
Sporting venues. For example, Citizens Bank...