Ⅰ. Korean professional baseball
1. Background
In military government period, government made 3S(screen, sex, sports) policy and encourage people to do it in order to decrease the number of participation of protests for liberalization, overthrowing military government, liberal democracy. Former president Chun duhwan, ordered commanded "try to do professional sports" Therefore, Lee hoyeon and L
Social / Cultural Environment
Increasing women people coming to see the games
Interest increase regarding baseball
Increasing spotainment marketing
Economic Environment
The present situation of a Korean baseball
Brand expansion having exceeded baseball
A public information effect of a company dimension
What Korean baseball
When 1982
Where Pusan
Who Lee Dae-Ho
Kang Mi
■ Baseball club marketing why important?
최고의 스포츠였지만 2002년 월드컵 이후 축구의 관심 증가 및 뚜렷한 국제대회 성적 없고 특별한 마케팅 전략 없이 MLB 나 일본 프로야구 모방 프로야구 쇠퇴했던 프로야구
2006년 WBC4강, 2008년 베이징올림픽 전승 우승, 2009년 WBC 우승으로 부흥으로 제 1의 스포츠가 되
other sports. Typical examples are golf’s Tiger Woods, soccer’s Cristiano Ronaldo, and tennis’ Rafael Nadal. When Jordan appears in ads or games, many people regard Nike as basketball. Nike basketball goods market is therefore far been able to hold No.1. But Nike couldn’t satisfy with it. They also want to be No.1 in other sports market for example, football, tennis, baseball, golf, etc.
Strategies(4Ps)
①Price
The white sheep’s competitor is not some royal and expensive drinks like whisky, wine, and so on, but the beer which has been solved around sports games. So our white sheep’s price should not be expensive than common American beers in starting point when we promote it. It will be sold with 2 US dollar, cheaper than the average beer price in California.
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