There is a new trend amongst Asians and that is following and watching football, commonly called soccer in the United States. This trend could be capitalized by providing products like football gear, equipment, T-shirts, cups and food that showcases the football culture in some way. Although this craze is happening mostly in Asian countries, we can also capitalize on this trend globally. For example, many U. S. cities have high concentrations of Asians in places commonly called “China Town. ” This supports the theory that most Asian cultures like to remain connected to their cultural heritage through food, family, and social activities.
To help capitalize on this trend, it is beneficial to know that there are television channels from the different countries in Asia that can be watched here in America through satellite broadcast. Customers can order these channels and watch their favorite shows from their home country in their native language. The idea would be to reposition products like football athletic jerseys, equipment, T-shirts, sweaters, cups and other merchandise that would normally be sold at these games. Find out what players from each Asian country are popular and use their image and their country’s flag and/or symbols on the products.
By placing these images and symbols on the products, it can interest the Asian Americans to buy and support the stars of their respective country. When Asian Americans watch the news or other shows and see their peers supporting these players by wearing or having such merchandise with their country’s flag or symbols, they will be inclined to perpetuate the trend to show their own pride. To reach these customers, we can advertise football games with certain players from Asian countries through the selective programs they watch.
In cities where an Asian group has a big community, they can promote cultural days to coincide with the football games that may have players from certain Asian countries. By advertising that the game is a certain cultural day for a group, we can attract more of that group to attend or watch the games. During these games, specialized products with their country’s symbols and flags would be available so that they would be able to support their country. For example, we can use Bakary Soumare’s image or name, an American soccer player of Korean descent, and place them on T-shirts or jerseys with the Korean flag or symbols.
The products would be sold specifically when his team is playing in the region where Koreans are predominantly residing. Another way to advertise these products is to display them in respective specialty stores. Customers already visit such stores to purchase their country’s products and food, and they would see these products that support their country’s players. Definitely using the four P’s as part of the marketing strategy would capitalize on this trend. First, to follow the product strategy, use products that are already available in sports events and change the image to the specific Asian culture you are targeting.
Another way to use the product strategy is to use the player’s image along with other big players known around the world, such as David Beckham and Christiano Ronaldo. Place them on the packaging of food items that are popular to that culture. This can attract Asian American buyers because the products would be looked at as having cultural pride by supporting their favorite team. The place/distribution strategy would be used by placing the products in their specialty stores and making them available at the games.
Also, if we advertise products through television shows that they watch and make them available to buy by ordering on the phone or online, it can broaden their available avenues to buy the products. The promotion strategy can be used during the cultural days at the football games. During these games, we can attach a certain player from their culture to a charity directly affecting their country. The game would advertise that a portion of the proceeds that they spend at the merchandise stores and food stands will benefit the charity their player is sponsoring in their country.
Not only will this help increase merchandise and food sales, but it will give the consumers the satisfaction that they are showing their pride and helping a charitable cause benefiting their respective countries. The pricing strategy can be used when promoting the products in the specialty stores. While charitable promotions are helping boost sales in the actual games, using pricing strategies in the smaller stores to promote sales would be beneficial. This can be done by providing other incentives within store sales such as package pricing and free memorabilia with purchases.
There can also be sales on certain food products by offering “buy-one-get-one-half-off” on items that have the football players on the packaging. This can promote sales on certain food items that may have many different competitors. By mixing strategies and not just concentrating on one, we can broaden the way we market to the buyers of these products. Also by using all four strategies, we can target the different ages of the different cultures we are targeting. The younger crowd can show their pride at games and have fun at the same time.
For the older crowd, we can entice them to attend games because it benefits their culture through the charity aspect. By using the growing trend of Asians watching football, we can capitalize on related products being by using local pride to stimulate sales. Knowing that Asian Americans are the third largest cultural group in the United States, it is the perfect market to target because this niche is big enough to bring in profits. Also, based on marketing research, Asians have a lot more buying power than most subcultures in the United States and so targeting this group with this growing trend should definitely show significant profits.