Astro All Asia Sites is a Malaysia's leading cross-media group with significance presence in DTH (Direct-To-Home) Television set services, commercial radio and Television coding. The group includes of seven different set ups which include MEASAT Broadcasting Network Systems (MBNS) or also called Astro Tv set, Astro Entertainment Network (AEN), Airtime Management & TV Encoding Sdn Bhd (AMP) radio sites, Tayangan Unggul Sdn Bhd (TUSB), Astro Shaw Sdn Bhd, Measat Magazines Sdn Bhd and Digital Five Sdn Bhd. Astro is owned or operated by Binariang Sdn. Bhd. with 85% talk about and the remaining 15% is possessed by Khazanah Berhad. In this study, we will need MBNS as the main organizational where athletics marketing is based on this composition. MBNS was founded in 1996 with 22 programs broadcasted on air. Today, MBNS broadcasts more than 125 pay-TV programs and functions to more than 2. 93 million homes including Malaysian Television set homes, rural and urban. Throughout the technology growth, the group has paved its impressive roadmap from Standard Explanation (SD) to B. yond boasting High Definition (HD) broadcast to Malaysia through Astro B. yond. Up till now, Astro Television has its own 12 HD stations on its platform.
In MBNS, it is split into seven divisions which are first, Broadcast and Procedures, second is Commercial Services, third is Customer Marketing and accompanied by Communications, Customer Experience, IT, Sales Circulation, Content Management Group, Regulatory and Administration Relationships, Customer Marketing and finally Technology and New Press.
Dato' Rohana Rozhan
Chief Executive Officer - MEASAT Broadcast Network Systems
Ahmad Fuaaad Kenali
Chief Financial Officer - MEASAT Broadcast Network Systems
Dato' Borhanuddin Osman
Executive Director - Airtime Management and Programming Sdn Bhd
Executive Director - Astro Entertainment Sdn Bhd
Executive Director - India (based in New Delhi)
Executive Director - China (located in Beijing)
General Manager - MEASAT Publications
General Counsel - Astro
CUSTOMER MARKETING TEAM
In Customer Marketing, the section is sub-divided into four other sections which are firstly, Malay Portion Marketing including Malay Loyalty, secondly, Occurrence Marketing, accompanied by Chinese Marketing, Sports Marketing, and last but not least International, Education, Indian and more Section Marketing.
(Vice Chief executive)
(Ast. Vice Chief executive)
Chinese Segment Marketing
Nachiappan M. T Arasu
(Ast. Vice Chief executive)
Sports, International, Education and Others
(Ast. Vice Leader)
Malay Segment and Existence Marketing
(Ast Vice Leader)
Malay Section Loyalty
(Ast. Vice Chief executive) Activities Marketing
Emarina Kamal (Affiliates)
BACKGROUND OF STUDY
This review is conducted to identify the factors of successful sport's marketing strategies in pay Television industry in Malaysia which is exclusively owned or operated by Astro MEASAT Broadcast Network Systems Sdn Bhd. Astro is a respected pay TV with no major competition in this industry for over a decade offers its high quality sport's bundle in broadcasting the world's best athletics on air. The exclusivity of Astro in showing the world's best sports has become its major success in up-selling the activities program. Since Astro is represented as a global business environment where almost all of the articles are taken internationally and disseminate in Asia, how well the firm can do earnings and improve mankind can be the most important dimension to check out through deeper understand in consumers' choices and income level (Van R. Lumber, Dennis A. Pitta, Frank J. Franzak, 2008). Astro athletics marketing team is now trying to adapt to local consumer buying behavior and needs that are influenced by the variations in social norms. This review later will determine how it could be one of the important factors taken into account to guarantee the success of athletics marketing program strategies.
According to Vivienne Shaw (2000) is her study on successful marketing strategies of German companies in the UK, she had see that strategic targets and concentration, customer targets, competitor targets and competitive gain, and discussion of marketing mixture play a major role to ensure success. Besides aiming to discover the correlation between customer marketing strategies execution, it is also will determine the feedbacks from pleasing its current 1. 53 million sport's bundle subscribers through the execution of athletics ground occasions and corporate cultural responsibility. However, the best objective of activities marketing is to achieve 1. 8 million readers and increase average income per user (ARPU) still hasn't come to yet. Therefore, in this study, we will also find ways how Astro can perform its goal either by peer affect and freedom of choice in choosing the most updating sports content. As the sports activities pack is the most expensive pack among all packages available, the benefits that clients will gain from paying the fees to view the best in the globe activities will be determined throughout the research.
Ideal method of pursuit the marketing strategies are essential to get the center of sports deal subscribers. One of the all content packages proposed by Astro including the basic pack, athletics package is the priciest of most. To wthhold the customers from reverting to original load up combo by withdrawing the sports activities program in Astro packs can be a major problem face by the business as consumers want the best value for each and every cent paid to watch the best world's sports activities on air. Therefore, Astro needs to give the best value and sport items available that worth paying by consumers. Another problem faced is to ensure exclusivity of Astro athletics load up from other rivals in broadcasting industry such as RTM and Tv set3. Regarding to Simon (1992, p. 6), he stated that organisations must be able to control the integration of market and technology as similarly driving forces. Along with the technology advancement, athletics pack can be integrated into incredible load up that competitors does not have such as enjoying activities game in high definition (HD) instead of standard description (SD).
The inner factors that affect the successful of activities marketing program are also been questioned on the amount of its success. Major problems for managers regarding to Eleri R. Thorpe and Robert E. Morgan (2007) are about how manager guide the attempts of accomplished employees in given timeframe and how manager warrant that aims quest of intended marketing strategy is clearly recognized by employees. As consumers not only looking forward for the international sports activities team, additionally it is another downside because Astro needs to fulfil the local consumers' flavour by broadcasting local game on air in the athletics package.
OBJECTIVES OF STUDY
To uncover the success factors sport's marketing strategies in pay TV industry in Malaysia.
To identify how sports activities marketing strategies will be able to accommodate and fulfil the dissimilarities in consumers' preferences.
To incentive consumers with feeling of belonging through CSR and surface events arranged by the Sports activities Marketing team.
To identify the benefits gained when subscribers pay monthly fees a subscription to Astro sports activities load up as compare to view sports at non-pay TV station.
In executing this research, the questions below need to be clarified through observation, interview the internal gatherings or from consumers' feedbacks.
How Astro sports activities marketing strategies in a position to accommodate and fulfil the consumers' personal preferences in terms of gender, social and income level dissimilarities?
What can Astro sports activities marketing team do to make customers have the feeling of owed through corporate communal responsibility (CSR) and earth events to encourage loyal customers?
How Astro can offer freedom of preference in choosing the most kept up to date sports content in virtually any platform through the adaptation of marketing strategies and marketing mixture?
What will be the benefits received or caused-related marketing effected the members when they subscribes to the athletics package and pay the regular fees throughout the years in comparison with watching athletics game broadcasted in non-pay Tv set?
SIGNIFICANCE OF STUDY
This study can be significance not and then the organization itself, but to customers and to the nation. First of all, the researcher intended to discover the success factors of Sport Marketing strategies in pay Television industry in Malaysia for the benefit for the business that really helps to overcome the obstacles and undesirable benefits by learning about the current users and potential users of sports pack. Secondly, this study also addressed to build consciousness and positive identification that diverse Astro athletics load up with other competition in sports route especially in non-pay Television set.
Another advantage of this review is to build more purchasing power of consumers in deciding what give the best values because of their money. They usually tied up with emotions when considering the purchase decisions. Therefore, through effective marketing strategies, it helps to derive consumers to make purchasing.
As Astro is the key Asia pay-TV broadcaster and number 1 in Malaysia, it assist our country to turn out with the technical progression through the launching of HI-DEF stations that brings international; activities game lives mutually in HD direct to customers. It generates international brand image mutually increase positive image of the country.
LIMITATIONS OF THE STUDY
This research is conducted to identify what exactly are the factors that sporting activities marketing strategies can achieve success in retaining the existing sports pack readers and attracting potential sports pack clients in pay Tv set industry in Malaysia. Thus it will be restricted only to observation, interviews and supplementary data such as twelve-monthly report. Observation which will be made internally in the organization itself (Astro) by interviewing the samples which is the most notable level manager in athletics marketing team and the employees. Through observation through the ground happenings and corporate communal responsibility done by the team, it helps to look for the success factors.
Besides that, the exterior examples such as Astro's customers', activities viewers regardless they are simply Astro subscribers or not on and consumers with difference genders and income level can be used to obtain results on the amount of effectiveness of sports activities marketing strategies. Those suppliers including event company and company of sports activities merchandises who have collaborated with Astro to sustain the premium sports packs can add in presenting feedbacks and judgment about the success factors of Astro Activities Marketing through interview and promoting documents.
DEFINITION OF TERMS
Sports can be evidently thought as an planned, competitive, and skilful physical exercise and it is governed by collection or guidelines and customs. For example of activities are basketball, badminton, and tennis games.
Marketing is a management process through which goods and services move from the idea to customer. As practice, it is composed in coordination of four elements called 4P's which are development of product, determination of price, advertising and promotion namely advertising and selection of syndication which is place.
As explained in www. thefreedictionary. com, readers is thought as to contract to get and pay for a certain variety of issues of any publication, for seat tickets to some events or performances, or for a utility service. On this study framework, the clients are those who subscribes to Astro sports activities pack.
In review conducted by Olympia Business Institution on Consumer behaviour, they had discovered that consumer behavior means how individuals make decisions to invest their available resources (time, money, and work) on consumption-related items. It offers the analysis of what they buy, why they buy it, when they buy it, where they buy it, how often they buy it, and exactly how often they utilize it.
Demographic factors are seen as a statistical socio-economic quality or variables of any population which include age, intimacy, education level, income level, marital status, occupation, religion, labor and birth rate, death count, average size of a family, average get older at relationship.
Pay TV, superior TV or high grade channels refer to subscription-based television set services, usually provided by both analogue, digital cable tv and dish but also significantly via digital terrestrial and internet television set. In this review framework, researcher is referring to Astro as the high quality pay Television set industry in Malaysia.
ARPU is defined as a way of measuring the revenue made per consumer or device. Average revenue per unit allows for the analysis of an company's revenue era and growth at the per-unit level, which can help shareholders to identify which products are high or low revenue-generators.
This analysis is conducted to identify the success factors of sport marketing strategies applied by the marketing team in pay-TV industry. By using the qualitative options to execute this study, it'll concentrate more on finding data to answer the research questions. Data will be accumulated through principal data collections which are interview and observation. Besides that, supplementary data collection also will be used such as from the gross annual report. This analysis is conducted within the business itself and consumers' feedbacks and point of view towards marketing strategies of sports activities marketing. Researcher used View Sampling method and Convenience Sampling method. To investigate the conclusions and data, it'll be analyze through Content Evaluation, event Examination and Phenomenology Examination and there is absolutely no software applications involve analyzing the data.
CONSUMERS' Variances AND PREFERENCES
Different consumer has their own perceptions towards the need of subscribing to the Astro activities deal. Through segmenting customers into geographic, demographic, psychographic and behavioural traits, it helps to identify potential market for up providing the sports pack. Regarding to Helen Reijonen and Tommi Laukkanen (2009), the progression in information technology had enable enterprises to collect more and in-depth information about their customers and make it useful for strategic business purpose. Besides that, through consumers' socialization, additionally it is will affect the approval of sports package no matter gender and culture. In research conducted by Luiz Moutinhon and Pedro Dion±sio and Carmo Leal (2008) along the way of socialization is seen as a deliberated action of identity development - the neophyte member begins to deliberately take up mannerisms, behaviour, and styles of dress, conversation, and behavior that he or she perceives to be quality of established users. Consumers also will be affected with the brand image of Television set broadcaster to allow them to decide whether to subscribe or not with the load up. Peter Drinkwater and Make Uncles (2007) analyzed the impact of program brands on consumer evaluations of tv and radio broadcaster brands and turn out with finding stated a successful program on a particular TV/radio station, individuals are likely to improve their perceptions of quality of the broadcaster. That's, the broadcaster brand image is likely to be enhanced.
SPORTS MARKETING Floor Occurrences AND CSR
Sports package proposed by Astro happens to be the premium load up that offers the best sports on earth. Thus, all the athletics enthusiasts in Malaysia depending on level of income who don't want to missed the live game broadcasted in activities channel will definitely subscribes to the activities package. Corresponding to Luiz Moutinhon and Pedro Dion±sio and Carmo Leal (2008), in sports activities have always constituted an important component of free time occupation TV in modern societies and in European countries, broadcasting and live attendance of sport games join together yearly millions of supporters. The 2006 World Glass was observed in 154 countries by a total of 354, 000 of million spectators. This proved that the athletics game broadcasted in Tv set has its own superiority to draw in more viewers to subscribe to Astro sports activities pack.
However, to wthhold the customer devotion from withdrawing the activities pack, the important of ground occasions and corporate communal responsibility must be achieved. In research done by Anne-Marie Hede examined how special incidents, such as wearing, cultural, political, historical, spiritual or commercial/business incidents, provide opportunities for attendees to acquire memorable experiences communities to build cultural capital as well as for governments to generate new income to their economies though increased tourism and business activities. She also point out that large situations such as the Olympic Games can customize product features and develop providing techniques tailored to local traditions and ethnicities.
Marketing strategies is the main principle that needs to be determined to accommodate marketplace. With appropriate marketing combine 4P's including product, price, place and promotion adapted; it helps to ensure success for sports activities marketing in pay Television set industry. In research conducted by Anthony R. Bennet (1997), he mentioned that whenever organizations apply the marketing mixture principle to advertise making, targeting the customer, it'll involves providing value in relation to quality, value for money, stability, product performance, cost success, fitness for purpose etc. Normal water Wymer (2011) in his research Producing More Effective Social Marketing Strategies explained that social marketers have tended to limit their choice of set of sociable marketing strategies to various applications of 4P's aiming to change individual behaviour and behaviour.
However, some barriers may come up that caused online marketing strategy to fails. Another research conducted by Drinking water Wymer (et. al) if the cultural marketing strategy fails to remove an environmental barrier, the sociable marketing program's effectiveness will be lessened. With regards to this, Anthony R. Bennet (et. al) arrived with a conclusions that channeling an organizational resources in to the provision of products and services, it is argues that such proper focus, on behalf of the organization worried, will eventually achieve the goals lay out.
Organizational marketing activities will be affected through promotion and helps to improve brand image. Regarding to Harlam E. vSpotts and Marc G. Weinberger, both marketing communications activities might play a central role in growing and shaping the corporate brand.
BENEFIT AND CAUSE-RELATED MARKETING EFFECTS
The first question that always lingers in customer's brain is if the money these are paying will probably be worth the value they obtain when subscribing to the high grade sports load up. In analysis conducted by Rob Docters, Raul Katz, Jerry Bernstein and Bert Schefer (2010), customers must first find out about the merchandise and service, use and appreciate the value and finally reassessment the value and benefits they gained. This research also arrived with findings that familiarity of products will lead to consumption and satisfaction of product and service. Besides that, through entertainment of usage, it will brings about higher energy and satisfaction.
Individuals also may derive the durability and sense of personality because they are socializing through organizations. This can say to be a gain when they gather collectively and use athletics content as mean to socializing. Corresponding to Leal Luiz Moutinho, Pedro Dion±sio and Carmo (et. al), folks are unable to form self-images in the absence of a social identity derived from group affiliations. Much better identification leads the individual to attribute desirable characteristics of the group to the personal, and to believe a larger similarity with other group participants.
PURPOSE WITH THE STUDY
The purpose of this analysis is to ascertain to what extend that the Athletics Marketing team did its strategy to get Malaysian homeowners a subscription to Astro sports pack which currently the most expensive load up among all load up is made available from Astro. Until recently, they have 1. 53 million readers of sports load up. Since it's a person base type of business, Sports Marketing did increased marketing strategies including content, charges, deal quality and customer devotion to guarantee the success.
TYPE OF STUDY
In conducting this research, the researcher has chosen the Qualitative method to discover the success factors of athletics marketing strategies and it generally does not involve any way of measuring and statistical data. This type of study is more to finding the solution through facts and providing textual explanation on the study. It is done through naturalistic and participant observation and also through interview.
Throughout the study, the sampling techniques found in conducting this analysis are first of all Convenience Sampling Techniques, which entail in engaging the most accessible subjects mainly, the activities pack's subscriber. Second, sampling strategy use is a View Approach by selecting the most beneficial sample to answer the study questions. Researcher made a decision to choose the Sports Marketing team itself in MBNS, suppliers that engage with the events sorted out by the team, and feedbacks from useful potential individuals through their experience and open public attitude towards the analysis.
In collecting data for this study, the principal method used is by inside observation throughout the conferences, ground events and planning of marketing strategies. Besides that, it also can be collected through interviewing the respective sports activities marketing team about the on-going procedure for marketing strategies and their perceptions toward customer approval of the marketing effort. Vendors and event firms that engage straight with the athletics marketing team also can provide data through interview on the point of view and also external observation. Lastly, one other way of collecting data is through the supplementary data which is the Astro Annual Report.
CONSUMERS' DIFFERENCES AND PREFERENCES
In Malaysia, there are many consumers' differences that need to be taken aware before you want to market our products. Seeing that our company is wealthy with multiracial, religions and ethnicities, sometimes we have a propensity to forget that of us have differences in tastes and preferences. Based on the Vice President of Astro Customer Marketing, Madam Molina Musa, in depth id and segmentation of target market according with their demographic, psychographic and behavioural factors must be clearly acknowledged in order to ensure we achieve our goal. Organizations must identify and focus on the most attractive market segments to ensure they can provide their products and services effectively.
During the procedure of segmenting the target market for Astro athletics load up, there are several key points to ensure the marketing team does not make any mistake thus affecting the marketing process. The segments that they are targeting first must be identifiable or easy to identify and measure including the income level. Second is it must be sizeable or large enough to be well worth going after, which means that the market size is big to reply. Third is accessible which mean the marketplace must be easy to reached when the company is doing promotion and through circulation such as multimedia infrastructure and facilities. Another important factor is the marketplace must be stable which means there is no war and crisis. The market also must be responsive to the marketing strategies and take action towards it such as by making purchasing. These key points also is supported in a e book titled "Global Marketing".
In pay Tv set industry, the to start with important marketplace they are aiming is depending on get older, income level, lifestyle, browsing routine and either these are housewives (HWs) or Pros, Managers, Professionals or Businessman (PMEBs). However, relating to Nik Mohd Faidz, 29, Helper Supervisor of Astro Customer Marketing, the primary target for activities channel is to target those who find themselves in PMEBs category. PMEBs usually are those who are time between 25 to 60 years old, and their main browsing time will be after office hour which is between 8 pm to 12 am and their ARPU is above RM100, which means they will spend more than RM100 to pay for the pay Television services.
Another factor that ensures success for the sports marketing team to up sell the activities load up is when they could segment their target market according with their area whether they are from rural or urban, age, gender, behavior and culture. For those who are living in urban area such as Kuala Lumpur, Johor Bahru, Georgetown Penang, they are more likely to watch international activities event such as Barclay Premiere Little league for sports, NBA All Star Game for hockey, Formula One and perhaps The President Cup for golfing. Hence this type of consumers' tastes will choose to watch Astro Supersports, ESPN, Golfing channel and STAR sports or Eurosport.
In contrast, those who find themselves moving into rural area such as with Kelantan and Kedah, they are more interested to watch Malaysian sports event such as Badminton, Malaysian Bowling competition, Malaysian Basketball. Therefore, they will choose to Astro Arena since the channel only shows local sports activities updates which is free. This affirmation is arranged by Venu Ramadass, the Astro World president. ARENA also offers customers the 24-hour nonstop coverage of major local and local sports as well as in-depth and comprehensive media coverage of matches and developments relating to local activities and players. However, during the big event that will entice all sports lover regardless where they come from, such as Thomas Glass, World Cup, they'll definitely choose those channels that shows the live broadcasted matches. The distinctions and personal preferences of consumers can be furthered make clear and summarized in the diagram below.
Diagram 1. 0
CREATE Consciousness THROUGH GROUND Happenings AND CSR
Another factor that brings about success of Astro Sports is through the increased ground events planned by the team to set-up relationship between users and the business. It is one of the marketing team's manners to encourage immediate participants and engagement to get connected with users, says Mr. Herman Aziz, Associate Vice President for Customer Marketing in Greenfield portion. For Earth event here means occasions, road shows, tours, and concerts or avenue party held during the live match or even to reward dedicated customers. For instance, through the Astro Barclays Premiere League (BPL) Viewing Get together, Astro marketing has allocated around about RM100, 000 to perform twelve ground happenings that relate with BPL live match.
Latest, during the match between Manchester United and Liverpool, kept on 6th March 2011 at Bola Bistro, Sunway Giza, Damansara, Astro has specially asked thirty lucky astro sports pack subscribers and twenty seats were allocated specifically for both media and VVIP. According to Rakesh, Supervisor of event agency, Rhythm Production who was simply appointed by Astro Activities team to control the ground happenings, the main purpose for inviting press is to gain positive feedback and to get them covered positive reports to be included in newspaper, activities magazine and tv. VVIP that were asked usually those top professionals from Astro team and sponsors such as Panasonic, Maxis and MYEG.
Astro also will have the sportsmen, locally or internationally to involve with these sorts of street shows or trips so members can get linked with sports activities player. For example, during the Grasp Basketball Asia, Astro has collaborated Football All Asia among the top sponsor to sponsor the seat tickets to lucky users to watch the overall game played by legend players from Manchester United, Liverpool and EPL All Actors such as Andy Cole, Robbie Fowler and David Seaman. Another example is during Astro Market earth event in Malaysia, they'll bring along the local sports activities men and also their ambassadors to become listed on and connect to subscribers including the famous Malaysian goalkeeper, Khairul Fahmi.
Corporate Public Responsibility (CSR) also takes on an important role to ensure the success for marketing program. Known as commercial citizenship, it is working as a company's responsibility towards modern culture and environment by encouraging a positive impact through activities. It must be aligned with moral standards, country regulation and norms to avoid any unwanted effects in a small business environment. With collaboration with the loyalty team and community affairs, Astro athletics marketing can deliver the message directly to users. For example, Astro sports activities marketing sorted out a "Kem B. O. L. A" as one of their CSR effort to students in most important university. This "Kem B. O. LA", corresponding Venu Ramadass, is performing as a center to give interval training to decided on students with high potential in football and to motivate them as well as nurturing their sense of sportsmanship and competitiveness
Another medical clinic was prepared by Astro incorporation with BMW team to provide intensive training to the people amateur golf players. It had been called Astro Playing golf Clinic that happened just lately, in March 2011. Besides center and intensive training, Astro sports activities marketing and devotion team will continue to work mutually to help those who are unfortunate by giving free tickets to view football complements, to take part in ground happenings and also charity dinner.
ADAPTATION OF MARKETING STRATEGIES AND MARKETING MIX
The adaptations of marketing strategies are strongly allied with the four P's which can be Product, Price, Place and Promotion. In general, an enterprise entity requires a product that has potential to be sold, at realistic price, has a medium to deliver the product to market and promotion attempts to see the audience about the product. Each one of these P's are inter-related with one another. Based on the Assistant Vice President of Sport's Marketing, Mr. Ahmad Faisal, if one of these P's is unavailable, the products won't success in industry. He also further explain on all the four P's functions in details as per below.
The first P is product and it can be defined as tangible or intangible goods and services a retailer offers a buyer to purchase. Tangible products here suggest goods that may be seen or handled and tasted such as tv set, books or foods. However, intangible products mean goods that cannot be seen, touched or tasted. It usually services offers by the retailer. In Astro, the key products we are available are pay Television service and route contents. As for Astro athletics marketing, they may be engaged in advertising sports material to customers. Therefore, Astro must ensure all this content selections are being attended to to customers need. Astro also can vary its services by producing two sport programs in High-Definition (HD), ESPN HD and ASSP HD that improve the taking a look at pleasures besides elevating their degree of enjoyment and also the Personal Training video Recorder (PVR) so clients can record the overall game so they won't be lacking any favourite suits.
Second P in the marketing combine is known as price, where an amount a customer needs to pay in trade of goods or services they receive. Although Astro Sports load up is recognized as an expensive load up, customers must be aware that Astro is displaying most of the international game for live. The process of buying content from international also cost a big amount of investment. In situation of low demand of sports pack, the price will be increased. But if the sports fanatic fan willing to cover the high price because of the quality value they received as a result of key content in the sports park, they'll definitely subscribe to the pack merely to satisfy themselves with the existing sports update. Presently, since Astro is the sole broadcaster for the majority of the premium athletics such as World Cup in Africa this year 2010, customers do not think twice to pay the regular fees.
Next, the 3rd P is the marketing mix is the place. Place here means the circulation or medium to transmit this content or where can readers can get this content. The most important thing is the products or services offer with a owner must be easy accessible. This means whenever a customers want the merchandise, he or she must be able to get it at that point of energy. For astro athletics pack, the places in this framework are where astro can get the contents, where customers can sign up to the load up, where they can view the contents. The sales programs in Astro play an important role to guarantee the customers are easily usage of the service. This is gain access to either by direct selling team in every region, merchants, and telemarketers and via internet. On the other hand, customers can be accessible to this content through satellite program and Astro dish at their personal and restaurant when they sign up to Astro services. However, for commercial customers such as hotel, they will be charged according to route they subscribe rather than pack. This comes under commercial establishment where they only needs certain channel to be installed in the resort rooms.
Lastly, the last P in the marketing blend is promotion where the communication is performed by owner to the buyer to impact and persuade buyer to get the service or goods. In Astro, the promotion is performed mainly by the sports marketing team where they get entail in advertising in press ads such as journal and newspaper, radio ads, tv set advertisings and in website. They will get creative company to produce the ad based on the creative brief that contains details such as what content to motivate and promote, when will be on air or when will be performed, the scheme colour, the visual and images. Astro sports activities' marketing also is doing the advertising through road travel and by giving away the athletics merchandises for new customer during their subscribe. Another strategies done by Astro athletics team in promoting the sports pack is through collaboration with world sports activities tournament as a main broadcaster and at exactly the same time by establishing an exhibition and direct sales booth. Previously, during the Commonwealth Tenpin Bowling Tournament organised in Sunway Megalanes, Astro Market was appointed to be the main broadcaster to show the tournament live on TV, while during the BMW Malaysian Start Tennis 2011 performed in Bukit Kiara Equestrian, Astro experienced setup a booth for direct selling team to sell the Astro packs. Besides that, the booth was also including of Wii Nintendo game to get those who came to view the match to experience themselves playing Tennis game.
CONSUMERS' BENEFITS AND CAUSE-RELATED MARKETING EFFECTS
Diagram 1. 1
According to Mr. Ahmad Faisal, there are four benefits and cause-related marketing effects that can be discovered from Astro activities channels which are first, the product attributes, second is useful advantage, third is consumer benefit and finally is emotional profit. Predicated on the diagram 1. 0 above, all of these benefits are inter-related one to the other as discuss below.
The product attributes provides consumers the wide array of sports content that are up-to-date and current, concurrently to complement the viewers choices. For example, through the World Cup 2010, Astro has come out with various consolidated channels to ensure visitors won't miss out any match of their favourite team that shows simultaneously.
Every steps and work considered by Astro athletics marketing team, all they sought are to get something beneficial in exchange. That is called cause-related marketing effects. They would like to gain profit and in return, consumers are all content with the service they provided. When individuals are provided with variety of sports content, specifically from various sports stations including Astro Supersports, ESPN, Superstar Sports, Eurosports, Golfing Channel, ARENA as well as others, they will advantage themselves in conditions of functional gain. Functional benefit here means flexibility of preference where subscribers can make any sports activities content they need on any system such as basketball, tennis, golf, and more.
Astro sports activities marketing team can also make customers to feel the fun watching their favourite sports, favorite team and activities player. Moreover, it appears that viewers are involving themselves directly with the favourite sports. Regarding to Fadza Rasul, 24, from Ampang, as a diehard fan of Manchester United and also Astro sport's pack subscriber's, when the adrenaline rushes through his veins while watching his favorite team participating in on TV live, it will give him the best sense ever particularly when his favourite team won the game. This kind of feeling gives him the satisfaction that he ever before wanted.
Lastly, both clients and the athletics marketing team are said to gain the psychological benefit as they are mutually beneficial to each other. In human characteristics, the main factor about how they form a relationship is about how the assistance are highly relevant to the users' lifestyle. In the subscribers' point of view, as a sports fan, they will have the contentment by watching their preferred game live and revel in it at home with no interruption. They shell out the dough, and they should get advantage from it. They'll feel the sense of camaraderie when the organization able to encourage them and make they feel owed. For example, when Astro plan the football enjoying party to pay back their dedicated customers, those who find themselves lucky are certain to get the chance to watch the overall game at the private area, where foods and beverages are being dished up for free, and in addition they will stand an opportunity to win high quality merchandises and also discount and rebate for their monthly subscription payment. By this mean, Astro will feel the sense of belonging when they know they have their own faithful customers who never neglect to give support to them, and interconnected as people, places, memorable activities and brand personality.
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