2. 2010
Bradey Welsh
Cricket Victoria
Ambassadors Program
Contents
1. Introduction
2/3. Brief literature review on
7 P’s
Product, Price, Place, Physical Evidence, People, Process,
Promotion.
4. Detailed analysis of the 7P’s relative to your major project
5/6. Promotional material relative to your major project
7. How you will analysis the success of the event and the
marketing strategy.
8. Conclusion
9. Bibliography
3. 2010
Bradey Welsh
Cricket Victoria
Ambassadors Program
Introduction
To ensure a well run initiative; a strong, well presented marketing
strategy was required; this will make certain that the Milo
in2CRICKET Schools Ambassadors Program is a success.
In this report I will cover the 7P’s and promotional material relative
to my idea and I will analyze the success of results and my marketing
strategies.
4. 2010
Bradey Welsh
Cricket Victoria
Ambassadors Program
Brief literature review;
Product – must reflect the mission / vision – feel of the organisation.
Sport generally consume at game or via television (intangibles
include uncertainty of result, emotional attachment etc.)
This is the most important thing in the mix, the physical product or
the service that the entity is offering for sale to the public. You will
need to market this to the customers by telling them the unique
features and benefits the product has to offer.
Price – needs to reflect the value / interest in the product.
This is the price or amount that the customer needs to giveaway in
exchange of the product or service you are offering. Marketing
strategy will need to ensure that people will get the perceived value
as greater than the price they will need to giveaway.
Place – again needs to reflect the organisation and product. Modern
day coliseums now being built with all the amenities expected.
(Toilets, food options, bars, restaurants, function facilities etc.)
Placement or distribution, you will need to spell out where the
product or service is available. This may either be online or offline,
you will need to inform the public where the products may be
available.
Physical Evidence – clearly defined evidence of the supporters of the
product / sport.
Thus, you will need to create an element by which the customer will
be able to feel, taste and smell the product or experience the service.
You can do reports and articles that will excite the customers about
the product and the service.
People – The people to match the product, price etc., and ensure
that they are trained and provide the customer service levels to
reflect this.
5. 2010
Bradey Welsh
Cricket Victoria
Ambassadors Program
The people that delivers the product or service and those that come
in between the customer and the manufacturer needs to know their
job for the strategy to work. People may also refer to the customers
who will need to buy your products, they are very important to be
considered in the development of your marketing strategy.
Process – Customer satisfaction is one of the most important roles of
marketing. If you can follow the process of delivering high quality
service or products to the customers, your marketing efforts will
never be wasted.
Promotion – You will need to promote the product or service
whether online of offline. Online marketing makes it cheaper to
conduct promotions and reach as many people as possible. Getting
your product out there for all customers to see.
6. 2010
Bradey Welsh
Cricket Victoria
Ambassadors Program
7P’s Relative to my major project;
Product – The Product is the Milo in2CRICKET Schools ambassadors
program. This program is the only initiative of this kind in the
country. It is a nationwide program and has a great chance of
success.
Price – This is a cost or price free initiative, to become a school
ambassador you do not need to pay anything what so ever, is all
supplied by Cricket Australia, the governing body.
Place – This product is available nationwide at all schools across the
country. It cost nothing to access and anyone can sign up. This can
also be done via a registration form that Regional Cricket Managers
hand out. You can then send that form into Cricket Victoria or your
state cricketing body can register your details for you.
Physical Evidence – Schools ambassadors upon registration receive a
number of things that prove as physical evidence; listed below are a
couple.
Each School Ambassador will receive:
MILO in2CRICKET School Ambassador shirt, cap and whistle
MILO in2CRICKET School Ambassador drawstring bag
MILO in2CRICKET School Ambassador S'Cool Cricket resource
(including 1GB
USB stick)
Professional
development
7. 2010
Bradey Welsh
Cricket Victoria
Ambassadors Program
People – People delivering this product to the community are the
Schools Ambassadors themselves, they are trained and continue to
receive training throughout being an ambassador to ensure they are
fully qualified in delivering the product.
The People delivering the product to the ambassadors are the state
cricketing bodies and the cricket managers alongside the game
development department from said sporting bodies; they are fully
qualified and have a full understanding of the initiative and the role
of the ambassador.
Process – The Process of customer satisfaction in conjunction with
this initiative is hard to judge as it is such a large project, but one way
of judging the customers satisfaction is by judging numbers in
schools cricket and in the supers and kanga numbers and running
spreadsheets determining if numbers are improving from schools
with an ambassador; also seeing if the ambassadors sign up year to
year is a good way of judging if they are satisfied.
Promotion – Promotion and marketing of this initiative is done
mostly online and via emails sent out to schools and sports teachers,
It is also done via flyers and letters sent to schools.
Regional Cricket Managers hand out flyers and brochures about the
initiative and this allows everyone to find out exactly what the
program is.
8. 2010
Bradey Welsh
Cricket Victoria
Ambassadors Program
Promotional material relative to
your major project;
Listed Below is some promotional material or images / links to
promotional material and promotional websites relative to the Milo
in2CRICKET Schools Ambassadors Program.
Links: http://cricket.com.au/default.aspx?s=schoolambassador
http://cricket.com.au/in2cricket_about
http://www.waca.com.au/cricket/schools/warriorsprogram.asp
There is a promotional article released from every state sporting
body releasing statements from each international player the states
have saying how good the program is and listing the schools they
went to and shows images of them going back to their old schools to
run clinics and promote the initiative.
This is the best advertising and promotion the program and Cricket
Australia could possibly ask for.
9. 2010
Bradey Welsh
Cricket Victoria
Ambassadors Program
How you will analyse the success of
the event and the marketing
strategy;
Analysis the success of this even is as I listed previously, a tough
project in itself but via communicating with schools and the
ambassadors, creating spreadsheets listing schools with an
ambassador and creating documents to crosscheck whether or not
numbers at these schools have increased or decreased, this will
prove whether or not we are getting our information out to the
schools and if the initiation of an ambassador at a school is truly
successful.
Another way of judging the success of this project is to find out how
many ambassadors resign year after year; we will do this by once
again cross checking spreadsheets from Super 8’s, Kanga 8’s and
Schools Cricket Carnivals across the country.
This is a great way of judging whether or not they are enjoying the
role and if Cricket Australia is doing their role correctly.
10. 2010
Bradey Welsh
Cricket Victoria
Ambassadors Program
Conclusion;
Through the analysis of the 7p’s and the promotional material in
relation to the Milo in2CRICKET Schools Ambassadors Program, I
have come to the conclusion that my project has major potential; it
could become very successful and should be very helpful and useful
to both Cricket Australia and Cricket Victoria with the correct
marketing and promotional strategies put into place.
Using these strategies, the marketing and promotional stage of this
initiative can grow annually and get stronger and stronger to be the
strength and threshold to this project booming and becoming
something that will carry on for a long period of time, ensuring
future success for the State Cricketing Bodies across the country.
The Project when successful has the ability to carry on for a very long
period of time, giving Cricket Australia and the state cricketing
bodies an easy access point into Schools across the state and
country, making it a lot easier to organize clinics and inform school
kids about cricket clinics, which in return will help build the game of
Cricket.
11. 2010
Bradey Welsh
Cricket Victoria
Ambassadors Program
Bibliography;
Internet Links;
http://cricket.com.au/default.aspx?s=schoolambassador
Book
Penguin Books
Buzzmarketing, by mark HUGHES
Book
Cha-Ching, by tim REID
