Published by MBA Skool Team, Last Updated: February 16, 2019
Marketing Strategy of FIFA analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on FIFA marketing mix, help the brand succeed.
FIFA marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the FIFA Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
FIFA Product Strategy:
The product strategy and mix in FIFA marketing strategy can be explained as follows:
FIFA is the international body which governs and organises football events all over the world. FIFA conducts its World Cup every four years, which is the biggest sporting event in the world. The lWorld Cup held in 2018 was in Russia where France emerged as winners. The next world cup will be hosted by Qatar in 2022. Till 2018 seventeen countries have hosted the twenty tournaments of World Cup since 1930. Host country is chosen by votes in FIFA’s congress. This is done by a ballot system. Italy, France, Germany and Mexico are the only countries to have hosted the tournament twice till 2018. FIFA tournaments, tickets, broadcast rights, events etc are all a part of its marketing mix product portfolio offering.
FIFA Price/Pricing Strategy:
Below is the pricing strategy in FIFA marketing strategy:
FIFA events have variable pricing of all its different offerings.
FIFA’s events which are broadcasted are auctioned by the biggest media houses for showing the sporting events. The price of tickets vary from $100 to $400, depending upon the position of seats and the phase of the tournament. That is, the prices of tickets in the finals and semi-finals is significantly more expensive than that of the league stage. If travel, tickets, food and stay are included, it should cost around $200 to $500. The prices are reasonable because it wants the football lovers to enjoy the sport without worrying too much about the prices. FIFA also makes money from sponsors.
FIFA Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read FIFA SWOT Analysis, STP & Competitors
FIFA Place & Distribution Strategy:
Following is the distribution strategy in the FIFA marketing mix:
FIFA is the most awaited international tournament in the world with masses coming to see the watches, wherever they are held. Uruguay was the first country to host the world cup in 1930, followed by Italy. Apart from them, France, Brazil, Switzerland, Sweden, Chile, England, Mexico, Germany, Argentina, Spain, Mexico, Italy and Russia have hosted the world cup in subsequent years. Even though it is very popular, the club football overtakes FIFA World Cup in many aspects. This is partially because there is less focus on international relations and lower ranked teams have fewer opportunities to compete against the high ranked ones. It has also been put in bad light due to some allegations of corruption in the past.
Due to TV broadcasts and online streaming videos, FIFA events are seen worldwide.
FIFA Promotion & Advertising Strategy:
The promotional and advertising strategy in the FIFA marketing strategy is as follows:
FIFA ensures a mass scale marketing and advertising of its events. With such a big budget, the promotions have always been on the rise when there is a FIFA world cup. Be it the “Waka-Waka” or the “Road to Russia”. There have always been people, slogans or songs which go viral and remain in the hearts of people till many years. It promotes the whole event through the traditional and online advertising mediums. The planning is done well in advance as no one can expect such a big event to fall apart. FIFA has strong association with global brands like Emirates, Adidas, Coca-Cola, Sony, Hyundai-Kia Motors, VISA, etc.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of FIFA.
FIFA has processes like tournament scheduling, organising events, broadcasting globally, selling tickets etc. Since the world cup comes after a long gap of four years, there is always eagerness of how things may unfold. This excites the views and critics as well. The prices shoot up when there’s a match between arch rivals, or the finals. Promotions, decorations and online presence shoots up just prior to the launch.
The number of people associated with FIFA is humungous, be the organizers, members, teams, spectators and even the views on television. Word of mouth plays a crucial role as fans discuss and spread the news of various matches and their favourite players, thus adding to the popularity.
FIFA events, stadiums, TV broadcast, online access etc are its biggest physical presence. The event makes headlines, be it the wins and losses, or the controversies. Every small detail of the World Cup is recorded and comes to notice of the media, and hence the people. There are opportunities to encourage the sport in India and China by setting up academies and promoting the sport. This completes the FIFA marketing mix.
FIFA, acronym for Fédération Internationale de Football Association is the governing body of association football, beach soccer, futsal and eFootball. It is responsible for holding international tournaments, with FIFA World Cup being the most prominent one.
Year 1930 marked the beginning of the first FIFA World Cup. Its members consists of 200+ national associations.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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