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ID: 418726 • Letter: W
Question
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Respond to the following case question.
LA Galaxy
evaluate the company’s marketing strategy.
consideration the following: the LA Galaxy product; which of the seven (7) elements of the service marketing mix are most important in the LA Galaxy marketing program; how is promotion (advertising, personal selling, public relations, sales promotion, direct marketing) used by the company and do these activities depend on the specific target markets; the extent to which social media integrated into the LA Galaxy marketing strategy; and finally how does the company assess the impact of its marketing activities.
Explanation / Answer
Ans: LA Galaxy marketing strategies are:-
(i) To gain the trust of Hispanic consumers through soccer.
(ii) To understand the buying power of Hispanic community.
(iii) Placing the Los Angeles Galaxy players, and logo on products/services Hispanics already consume.
(iv) Appearances on Spanish talk show radios, and other late night talk shows.
(v) Increasing awareness of Galaxy games to students and youth.
Marketing Mix used by LA Galaxy are:-
(i) Price- They offer product at affordable price. It includes ticket price, merchandise price & parking price. Ticket prices range from $14 to $200 for a single game, parking cost between $15 to $40. Merchandise price depends on whether it is a jersey, hat, keychain etc.
(ii) Product- They offer soccer to the Los Angeles area that is their main product.
(iii) Promotion- It is done through youth events, “bring a friend” coupons and similar ideas. Soccer celebrity to attend a LA Galaxy match to sign autographs.
(iv) Place- Throughout the area of Los Angeles and Hispanic community.
Promotion used by LA Galaxy: As discussed in Marketing Mix, it is done through youth events, TV networks, radio. Through community events and icons appearances on popular Hispanic radio shows.
Specific target markets are Hispanic consumers.
Social media into LA Galaxy marketing strategy is towards fans group, social networks, Hispanic radio shows. This helps LA galaxy to have a personal connection with the people who listen and watch these shows.
LA Galaxy evaluates results at each point and marketing strategies is done internally by marketing research. The main objective of analysis of the marketing strategies, that goal are met within the time periods assigned.
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