The outdoor area
Étude de marché - 19 pages - Marketing sportif
Nowadays, people are used to having other preoccupations other than their work, due to shorter working weeks. They can invest in activities of entertainment, since they have time to practice them. This evolution creates a favorable context for the development of the outdoor market. Moreover, life...
Lancement du maillot Adidas de l'équipe de France de Football
TD - Exercice - 9 pages - Marketing sportif
Notre société, ComCom est une agence de conseil en communication crée en 1992 nous travaillons principalement avec de grandes marques de sports telles que Puma, Quicksilver, et d'autres marques telles que Lee Cooper, Timerland... Notre travail consiste à développer l'image de la marque...
Political marketing of Airness in the sporting equipment market
Étude de cas - 9 pages - Marketing sportif
After the German sport brands, after the American sport brands, today there is Airness. Manamine Kone is a wonderful person with a great story. He came from nowhere. He was forced to leave his beautiful country Mali when he was very young. He has succeeded in building a large business which...
Session Footwear
Étude de marché - 15 pages - Marketing sportif
In the world of surfing and wakeboarding or other water sport activities, it is essential to provide athletes with high quality footwear that is comfortable, stylish and made to last. Session Footwear does exactly that. We are a thriving young company operating out of San Diego, California with a...
Reebok - brand analysis and strategy for new relationship with its customer
Étude de cas - 11 pages - Marketing sportif
According to it's knowledge, we may say that Reebok has an important asset; Paul Fireman, who has followed the sociological movements and adjusted its business strategy. Reebok has understood the need for sport and fitness shoes and also that design and quality are both crucial points. The...
Professional management skills assessment: Reebok, In pursuit of generation X
Étude de cas - 7 pages - Marketing sportif
The definition of viral marketing corresponds to the creation of a buzz in the internet that will be spread due to 'word of mouth'. This advertising strategy, in the condition that it respects the value of the product, is a good use of the media and the communication networks, an...
L'arbitrage vidéo dans le monde sportif
Dissertation - 13 pages - Marketing sportif
Dans ce papier, nous avons voulu travailler sur les nouvelles technologies dans le sport, faire un état des lieux des avancements et des avancées futures. C'est ainsi que nous avons choisi ce sujet qui mettait en relation tous les points que nous souhaitions aborder. De plus, la vidéo est un...
How can French football develop its efficiency ?
Dissertation - 7 pages - Marketing sportif
Since the 1980s, the European football has become a large business, with very important financial stakes, but this model is hardly accepted in France. Consequently, the French football is suffering from a relatively low level in its championship. The results of its clubs in the European Champions...
How positioning the French football business compared with its main competitors?
Étude de cas - 5 pages - Marketing sportif
While the French football is making one euro, the English is making about 2.50. This fact underlines the difference in the economic efficiency between the French and the English competition. In the season of 2006/2007, the French professional league made 1.2 billion euros in terms of income....
Migration de footballeurs et mondialisation : du système-monde aux réseaux sociaux
Dissertation - 7 pages - Marketing sportif
Pour commencer, il faut savoir que le football est le sport collectif le plus universel du monde et ce depuis la fin du 20ème siècle. Il faut savoir aussi que le sujet ici traité n'a pas pour but de présenter les transferts de footballeurs ni l'actualité du football en termes sportif,...
Le financement des stades de football d'élite en France et dans le monde
Dissertation - 12 pages - Marketing sportif
Pour exister, le sport a besoin d'équipements multiples, stades, piscines, gymnases… Le stade est ainsi l'élément structurant du football. Ce sont les collectivités publiques qui ont la plupart du temps été à l'origine de la construction des stades et des autres équipements. Pour les clubs...
Corporate Strategy: outdoor case
Étude de marché - 6 pages - Marketing sportif
The world market for sporting goods has two parts. The team sports and fitness market is worth $ 80, against $ 42 billion for the outdoor goods market. Three kinds of products are made: clothing (46% of production), footwear (30%) and equipment (24%). Here we deal with the environment of the...
Micky Pant's strategy: An innovative tool in Reebok advertising policy
Étude de cas - 16 pages - Marketing sportif
Vice-President of global marketing at Reebok, Micky Pant, implemented a renewal of Reebok branding strategy, especially by developing new media concepts. He was the coordinator of several marketing campaigns, such as the tremendous "Terry Tate, Office linebacker" TV ads, presented in 2003 during...
Simulation de gestion : l'entreprise de bateaux de plaisance Arkhé Kalypso
TD - Exercice - 14 pages - Marketing sportif
Cette simulation de 48h nous a plongés au cœur d'une entreprise de bateaux afin de nous donner un avant-goût de la vie en entreprise qui doit faire face à une forte concurrence. Durant douze mois nous devons gérer notre entreprise sur le marché des bateaux de plaisance en tenant compte des...
Race horse's management
Thèse - 53 pages - Marketing sportif
Race horses are exceptional animals. They are the most venerated and respected animals in this world. An entire environment has been developed and created around this animal, and a real economic and social sphere has been formed over the centuries. Today, the horse racing environment is very...
The impact of digital on Sport Brands
Fiche - 3 pages - Marketing sportif
Sport has become an important part of people's lives in the 20th century, whether they are practising a particular sport or following sporting events, more or less closely. Today in France, 34 million people 'practice a sport' and 15 million are registered. And in terms of sports...
Mode de financement des clubs sportifs, du local au global
Cours - 8 pages - Marketing sportif
Il existe actuellement une liberté d'accès pour les clubs professionnels au marché du travail grâce à l'arrêt Bosman ainsi qn'aux marchés de capitaux avec l'entrée en bourse de certains clubs. Le modèle économique du sport européen s'est considérablement modifié ces 25 dernières années. Il y a eu...
The 4L Trophy, a Collective Project
Étude de cas - 3 pages - Marketing sportif
The 4L Trophy was created in 1998 by an organization of tourism specialized in the raids risk: Desertours. Since 2001, this organization works in association with the college of business of Rennes. The 4L Trophy is only opened to the students. Through this event, the participants are going to own...
A viral advertising campaign: "Terry Tate" launched by Reebok in 2003
Étude de cas - 5 pages - Marketing sportif
Today the sporting shoes and apparel market is highly competitive and has reached the maturity stage. At this level companies have to differentiate their offer in order to win new market shares or at least keep their position. This differentiation must be done on two levels: product...
Étude du marché du sport
Dissertation - 2 pages - Marketing sportif
De nos jours, de plus en plus de personnes pratiquent un sport pour diverses raisons, suivant le sexe et l'âge. Face à cette évolution et aux choix multiples de sport que nous pouvons pratiquer, il faut donc s'adapter aux besoins des consommateurs et à leur demande car selon qu'on est un homme ou...
Création d'entreprise virtuelle : le projet Sarl Créatix
TD - Exercice - 33 pages - Marketing sportif
Un nom révélateur mélangeant subtilement les sports extrêmes, plus précisément les sports de glisse et la création, la personnalisation de ces planches. Une tonalité agréable et un nombre de syllabes limité sont nécessaires pour que la clientèle s'en souvienne aisément. De plus, la tonalité un...
Le sponsoring
Cours - 33 pages - Marketing sportif
Le sponsoring peut se définir comme le soutien, budgétaire ou en nature, apporté à une équipe sportive par un partenaire (privé ou public) en échange d'une visibilité pour ce dernier. En plus de la visibilité pour son entreprise qui varie selon l'exposition médiatique de l'équipe ou du club,...
Marketing awards on Decathlon
Étude de cas - 4 pages - Marketing sportif
Decathlon is a well-known and successful sporting chain store in France and Europe. It is a major French sport goods manufacturer and the leader in the market of the retail trade of sporting articles, with stores located throughout the world. From a marketing strategy point of view, this company...
L'importance de la mise en relation sémio-contextuelle dans la consommation d'événements sportifs
Dissertation - 17 pages - Marketing sportif
Le marché de l'événement sportif occupe aujourd'hui une place importante dans notre société. De ce constat, nous avons cherché à modéliser par l'analyse sémio-contextuelle les facteurs justifiant cette consommation. L'approche nouvelle de l'événement sportif par la notion du sens et de...
Le marketing sportif des collectivités territoriales locales
Cours - 15 pages - Marketing sportif
Les collectivités territoriales possèdent leurs propres règles et leur propre statut. Elles contribuent grandement au marché de l'économie du sport en France en se servant du sport, des activités sportives comme communication pour leur localité. Par exemple Havas Sports en 2005 avec...
Brand and communication - Nike: The goddess of marketing
Étude de cas - 32 pages - Marketing sportif
History Phil Knight and Bill Bowerman imported Japanese shoes and created BRS “Blue Ribbon Sports”. First polemic with the advertisement “you don't win silver - you lose gold” First partnership with football team Strategy of Nike Knight & Bowerman sold the shoes in...
Marketing sportif : la consommation sportive
Cours - 59 pages - Marketing sportif
Les motifs de la pratique : - L'hygiène et la santé pour 75 % - La détente et la décontraction 72 % - La découverte et l'immersion dans la nature (54 %) - Renforcement du lien social (...)
Reebok's case:" In pursuit of generation X"
Fiche - 5 pages - Marketing sportif
Nowadays, competition is between companies very important. It is very important to distinguish one's company from the competitors, not only concerning the products but also advertising, in order to seduce the consumers. The brand must be innovative in order to win market share and increase...
Reebok : marketing viral
Étude de cas - 5 pages - Marketing sportif
After being the global leader as designer, marketer, and distributor of sports, fitness and lifestyle products in the ninetieth century, Reebok now has to face its main competitors, Nike and Adidas. Indeed, the competitive and consumer landscape has changed dramatically since the year 2000 and...
The building of customer loyalty and retention strategies in sports marketing
Étude de cas - 41 pages - Marketing sportif
The research in this dissertation focuses on the building of customer loyalty and retention strategies in sports marketing with the Chinese Professional Baseball League (CPBL) as an example. This research aims to provide the factors which influence customer loyalty from a sports customer...
