Chapter 12, Problem 2VC

Summary Introduction

Case summary:

Club LA soccer is considered to be 1 of the 19 clubs in Major League Soccer (MLS). Club LA has won the Major League Soccer champion trophy 4 times which is said to be more successful. President CK and the company’s marketing managers decided to use their skills in creating “a specific product for people”

The services and the experience of the professional soccer club will keep on changing because there will be difference in opponents, players, outcome, and the weather conditions. Each component of the promotional mix and activities of marketing are used to create good experience in Club LA. The main elements of soccer business are sponsorships, merchandise sales, and broadcast rights.

Characters in the case:

Club LA

President CK

To determine: The elements of marketing mix that are important for Club LA in marketing program.

Introduction:

Marketing mix or a promotional mix are the elements used by the organization in market planning. Marketing mix commonly includes 4p’s such as price, product, promotion, and place. However, recently they have changed it into 7p’s namely price, product, promotion and place, people, process, and physical environment.