Reinvent the marketing mix for Ipswich Town Football Club

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Business Studies Coursework

Brief History

They were formed as an amateur club in 1878, but became professional in 1936. After winning the Southern League and finishing third the following season, they were elected to the Football League on May 30th 1938. But have recently been relegated from division one and now need a new marketing mix to help them maintain profits.

Location

The stadium is situated on Portman Rd. and has been there since the club started and is constantly being done up to maintain quality.

A overhead map of the stadium located at Portman road.

Aim of this coursework

The aim of this coursework is to reinvent the marketing mix for Ipswich Town Football Club after they were relegated from Division One and they are now afraid of loosing profits.

Research Plan

We are not sure what they used in the past for their Marketing Mix as many companies do not like to release this information as this may be passed on to competitors.

Their current marketing mix is no good as they have recently been relegated so are looking for ideas and are not willing to rely on their previous marketing mix.

I have also decided to rely on secondary data, which will help me also word my questionnaire. This will also help me to determine form previous data what they had for their previous marketing mix and to determine what happened before when other teams have been relegated, with this data in mind I should be able to decide what to do to help them retain their profits even after being relegated. I can also begin assessing the secondary data now to ensure that I can add to my questionnaire with some better questions to ask and some greater understanding of what will happen. I have found 6 different kinds of secondary research all of which come form The Sir Norman Chester Centre for Football Research.

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  1. I have received some data on the total spent by season tickets holder by team and have found that the top two teams are situated around London. As 70% of supporters support local clubs this means people in London are more likely to buy season tickets than people in the north-west as that is one of the poorer areas of the UK. With ITFC being in East Anglia we should be aiming for some from social group A, some from social group C1 and most form social group B.

  1. However despite this the best stadium ...

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