Dynamic global sport dr.pongsak

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04/03/64 ดร.พงษ์ศักดิ์ สวัสดิเกียรติ 1

04/03/64 ดร.พงษ์ศักดิ์ สวัสดิเกียรติ
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Dr.Pongsak SWATDIKIAT(Ph,D.)
Board of Director PHISIT GROUP
Special Sholar KASETSART UNIVERSITY
TEL: 081-7543838 FAX. :02-9137471
e-mail: pongsakswat@yahoo.com
www.pongsakswat.blogspot.com
Associate Judge : Juvenile and Family Court of AYUTHAYA Province
Lecturer Pd,D. Sport Management *Kasetsart / Rajaphad suan sunanta
DBA. Khonkan University
MBA . Kasetsart / Bangkok / Rajmongkol / Ramkamhaeng U.
M.Eng. Kasetsart University
President of Associate Professor Dr.Supitr SAMAHITO Foundation

• 2018, the global sports market was valued at
approximately 471 billion U.S. dollars.
• 2011 In contrast, the market was valued at 324
billion U.S. dollars.
• The United States held a 32.5 percent share of
the global sports market in 2018
CR: STATISTA

• 2019, the value of sports industry
• around 2.9 trillion yuan,
• Sports services value of around 1.5 trillion yuan,
50.6 % of the total value.
• Sports goods manufacturing amounted to 1.4
trillion yuan.
• Retail sales of sportswear, the sales revenue of
sports apparel around 316.6 billion yuan

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MARKET SIZE
 BEER 5,000
 SOAP 200
 FACIAL CARE 270
 SOFT DRINK 2,000
 RETAIL ONLINE 10,000
 SPORT INDUSTRY ??????
UNIT: MIL.USD

• 2018, the retail sales value of sporting goods
in Thailand amounted to around 521.4 million
U.S. dollars. This was forecasted to reach
592 million U.S. dollars in 2023.
• Pongsak estimate 35,000 mill USD

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GDP PER CAPITA
USA 65,297
GERMANNY 46,445
UK 42,330
JAPAN 40,246
CHINA 10,261
KOREA 31,846
THAILAND 10,261
UNIT : USD
SOURCE :WORLD BANK
2018-19

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 2020 Chinese Super League, officially known
as the 2020 Ping An Chinese Football
Association Super League
Highest attendance 57,056
Lowest attendance 2,634
Total attendance 4,405,999
Average attendance 24,076

10

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 2019-2020 5,699
 2020-2021 3,505

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 WORLD SPORT AND ENTERTAINMENT
471 bil.USD
 USA 153 bil.USD (32.5%)
 24.81 % of WORLD GDP
 4.67 % OF WORLD POPULATION

GDP
MIL.USD
% POPULATIO
N MIL
% OPPORTUNITY
WORLD 83,844,262 7,300 471 BILLIANT USD
USA
153.bil.USD
20,807,269 24.81 314.15 4.67 116.85 / 21.99 bil.usd
CHINA 14,860,773 17.72 1,341 18.36 83.46 / 86.47 bil.usd
THAI 509,200 0.61 66.5 0.92 2.87 / 4.33 bil.usd

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What isMarketing?
Sport Marketing??

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What is Marketing?
 The American Marketing Association: “Marketing
is an organizational function and a set of
processes for creating, communicating, and
delivering value to customers and for managing
customer relationships in ways that benefit the
organization and its stakeholders”.
 Essentially:
• Marketing deals with identifying and meeting human
and social needs. It is essentially about “meeting needs
profitably.”
17

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What is Sports Marketing
 The specific application of marketing principles
and process to sports products and the
marketing of non-sports products associated
with sports.
 Sports Products: Experience (tickets to he game
itself), Equipment, Accessories
 Non-sports products: Milk, Security Systems

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The management process which
identifies, anticipates, and supplies
customer requirements efficiently
and profitably
Or…
Marketing is the art of making
someone want something you
have

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Understanding the Sports Industry
 Sport - Source of diversion or physical activity
engaged in for pleasure
 Sports as Entertainment - Reebok president Robert
Meers, “We’ve recognized for several years that
sport is part of entertainment. The market now is
really sports, fashion and music. We can’t expect to
ignore reality and survive.”

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We’ve recognized for several years that sport is part of
entertainment. The market now is really sports, fashion and
music. We can’t expect to ignore reality and survive.
- Reebok president Robert Meers
SPORTS IS CHANGING

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Sports = Entertainment

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 EVENT / COMPETITION
 EQUIPMENT & ACCESSORIES
 SPORT SERVICES / INFORMATION
 SPORT AS MARKETING TOOL

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The Sports Product
 Sports Product - A good, service, or any combination
of the two that is designed to provide benefits to a
sports spectator, participant or sponsor.

25
Types of Sports Products
 Sporting Events
 Player Appearances
 Arenas/Stadia
 Sporting Goods
 $60.2 billion industry comprised of four
segments (equipment, transportation,
apparel, and footwear)
 Collectibles and Memorabilia

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Sports Training
Fitness and Health Services
Sports Camps and Instruction
Sports Information
Newspapers, Internet, Magazines,
Radio,

27
The Structure of the Sports
Industry
Consumers
Spectators
Participants
Products
Events
Sporting Good
Personal Training
of Sports
Sports information
Player appearances
Manufactures and Machines
Owners
Sectioning Bodies
Corporations or Business
Agents
Equipment Manufactures
Special Interest Group
Players
Customers
Corporations or Business
Sponsors
Media

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Consumers
 Spectator: Consumers that derive a benefit from
observing or following an event
 Participant: Consumers that derive a benefit
form physically participating in a organized or
unorganized armature sport at some level of
frequency

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Customers
 Customers: Corporations,
business, and media (both with
and without sponsorship
agreements) that leverage a
sports equities to attract that
sports consumer

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The Product
 A sports product is goods, services, or any
combination of the two that is designed to
provide benefits to sports consumers,
customers, or manufacturers.
 Goods and Services
• Sporting events
• Sporting goods and training
• Sponsorships and Media Deals
• Sports information
• Player appearances, endorsement, etc
 Benefits
• Monetary
• Ability to reach a desired audience
• Entertainment and emotional connections

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Manufactures and Machines
 The manufacture of the sports product and
the organizations that perform some
function in the marketing of sports products:
 Owners: Big nae (navin)
 Sectioning Bodies: Thai Premier league
 Corporations or Business: Pepsi
 Agents: Mark McCormack (sport agent)
 Equipment Manufactures: Nike
 Special Interest Group: The city of Beijing
 Players:Beckham

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Consumers
Spectators
Participants
Corporate or
Business
Products
Events
Sporting goods
Personal training
for sport
Sports information
Producers and
Intermediaries
Ownership
Sanctioning bodies
Sponsors
Media
Agents
Equipment manufacturers

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Body
Fitness center
membership
Exercise equipment
Fantasy sports camps
for adults
Sports camps
for kids
Goods Services
Mind
Sports information
products
Consuming the
event as spectator

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ดร.พงษ์ศักดิ์ สวัสดิเกียรติ 34
Products
and
Services
Needs, wants,
and demands
Exchange, transactions,
and relationships
Markets
Core
Marketing
Concepts
Value, satisfaction,
and quality
CRM / CEM
CONSUMER RELATION &
EXPERIENCE
MANAGEMENT

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PRODUCT CONSUMER NEED / SOLUTION
NICH
PRICE COST
NOBILITYดูดีมีระดับ
PLACE CONVENIENCE
NETWORK
PROMOTION COMMUNICATION
INNOVATIVE

37 04/03/64

38 04/03/64

41 04/03/64
1. WHAT BUSINESS WE ARE IN ?
2. WHO IS YOUR TARGET CUSTOMER ?
2. HOW DID WE GET THERE ?
3. WHEN WE WANT / SHOULD ENTER ?
4 .HOW DO WE GET THERE ?
5. WITH WHOME WE CHOICE TO GO ?

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SCHOLAR OF KASETSART UNIVERSITY

FORBES TOP SPORT BRAND
 Businesses
 1. Nike ($15.9 billion)
 2. ESPN ($11.5 billion)
 3. Adidas ($6.8 billion)
 Events
 1. Super Bowl ($470 million)
 2. Summer Olympic Games ($348 million)
 3. FIFA World Cup ($147 million)
 Athletes
 1. Tiger Woods ($38 million)
 2. Roger Federer ($29 million)
 T3. Phil Mickelson ($26 million)
 Teams
 1. New York Yankees ($363 million)
 2. Manchester United ($293 million)
 3. Real Madrid ($255 million)

TOTAL REVENUE
 PREMIER LEAGUE 2,700 135,000
 BUNDESLIGA 1,400 70,000
 LALIGA 1,350 67,500
 CALCO SERIE A 1,200 60,000
 MATCH REVENUE ค่าตั๋ว
 BROADCASTING RIGHT ลิขสิทธิ์ถ่ายทอด
 SPONSORSHIP สปอนเซอร์
 COMERCIAL ACTIVITY ค่าโฆษณา และ กิจกรรมต่างๆ
UNIT : MIL POUND / MIL BAHT

What is
Marketing?
Sport Marketing??

We’ve recognized for several years that sport is part of
entertainment. The market now is really sports, fashion and
music. We can’t expect to ignore reality and survive.
- Reebok president Robert Meers
SPORTS IS CHANGING

 EVENT / COMPETITION
 EQUIPMENT & ACCESSORIES
 SPORT SERVICES / INFORMATION
 SPORT AS MARKETING TOOL

Why is football a
global sport?

Fans come
from all over
the world

Football is in every
language
 Fußball (German)
 Fútbol (Spanish)
 le football (French)
 voetbal (Dutch)
 peil ghaelach (Gaelic)
 peldroed (Welsh)
 shuukyuu (Japanese)
 футбольный мяч (Russian)

And all you need to play is this…

Football a global sport
 Football is the worlds most popular sport
 Football is popular all over the world because
its complicated and needs expensive
equipment to play
 Football is a global sport
STARTER:
Write down the statements which are true and correct the
false statements!

What is globalisation?
 Companies
• Films and TV
• Transport

Globalisation
 What is it?
Globalisation is the idea that the world is
becoming more connected as a result of
increased trade and exchange of ideas and
culture.

How does football link you to
other parts of the world?

Questions
 Do you think football helps the spread of
globalisation?
 Is globalisation a good or bad thing?

Who is Pepsi’s target consumers?
Demographics : Male/Female age 16-20 years old
Attitude : Teens who have their own dreams to reach and
will make it happen. Also, they are the “can do” generation.
They see problem as challenge tasks and try to deal with them
wisely. The big world is challenging to them.
They are young ,free and want to do exciting things. They live
their life to the fullest and always eager to explore new things.

Football has been a very successful platform
for Pepsi to connect to teens.

In consumers’ perception, Pepsi has strong association with
Football. This has increased the appeal, interest, relevance, and,
excitement of Pepsi brand.
Impression of Pepsi association with football and players – Agree
Apr-Jun ‘06
79
76
64
58
It makes Pepsi more
appealing to me
Total
%
Base: Total sample (925)
It makes me more interested
in the Pepsi brand
It shows that Pepsi is in
touch with people like me
It makes buying Pepsi
more exciting
81
78
66
60
Teens
%
(275)
80
77
65
57
20-29 yrs
%
(385)

LOGO
Q42. Sports you do
33
19
16
13
10
3
2
1
1
1
1
1
1
Football
Others
Badminton
Jogging
Fitness
Walking
Basketball
Yoga
Tennis
Swimming
Volley ball
Rattan ball
Cycling
Why Football?
- Football is teen’s most
interest sports in Thailand.
- It is the international sports,
People speaks the same
Football language.
- Football builds energetic
and activeness to the brand.
- Famous Football players are
well-known worldwide..

Marketing Objectives :
- To connect with teens through sports platform
- To drive Pepsi key brand health KPIs;
- FSLM (For Someone Like Me )
- Modern
- Cool

Marketing Strategy :
- Sponsor world football players who are
more than just great football players

Since 1998, our Player strategy has consistently
capturing the attention and excitement for our youthful
target audience and delivering growth for the brand.

2003 Pepsi Football Players – Real Madrid
Carlos Zidane
Casillas
Raul
Ronaldo

2003 Pepsi Football Players – Man United
Veron
Beckham Giggs Keans

Players have been and will continue to be central to
Pepsi’s football strategy
News-worthy
Ambassadors
World’s best players
Young stars
playing for top clubs

2008 line-up
News-worthy
ambassadors
Beckham and Henry
continue to be best brand
ambassadors. They
believe in our brands, can
articulate our brand vision,
and are key news drivers.
World’s
Best Players
Young Stars
Players go up and down in the
eyes of the public driven by
their on pitch performance.
Ronaldhinyo and Lampard
We believe we have the two
biggest names for the future.
Messi and Frabregas

- Sponsor world football players who are more than
just great football players
- Create movie style TV commercial ad with big
production.

2003 2004
2007
2006
2006
2005 2005
2008
VDO

- Sponsor world football players who are more than just great
football players
- Create movie style TV commercial ad with big production.
- Build 3D marketing communication campaign around
thematic concept.

Pepsi Football 2003
 Sponsor Man U and Real Madrid team
 Movie style TV commercial with Pepsi Football
Stars playing football in extraordinary way..
Catching action movie trend..
 INDIANAJONES
 Some look and feel from thematic TVC was
adapted to promo TVC
 First time Gold prize gave away under the
promo concept, Star shape from Sheriff
badge
Manchester United Pepsi ad 2007.flv

2003 Pepsi Football Activity
MT Poster MT Basewrap

Pepsi Football 2004
 Football Euro 2004 with
Coke as an official
sponsor
 Football campaign was
launched at the same
period of Coke Euro
2004 campaign
 Full support on Pepsi
football thematic ad,
with movie style TV
commercial ad,
“Warrior” GLADIATOR

TV Thematic
Outdoor
Grassroot
Promotion
In-store
Pepsi
Football 2004

Pepsi Football 2005
 Football thematic campaign was launched behind the
schedule due to Tsunami
 Another example of extraordinary way of playing football
 Promotion to promote travel Thai, “Vacation Promo”, was
replaced the football launched in Feb
 Some look and feel from thematic football TVC was adapted to
promo TVC

Pepsi
Football 2005
Thematic Ad
Outdoor
Promotion
POP

Pepsi Football 2006
 World Cup 2006 with Coke as an official sponsor in Bavaria
(Germany)
 Pepsi Launched Thematic TV commercial ad, “Festive” to replicate
Oct Festival (Beer Festival) in German..
 Aggressive Pepsi Football campaigns before, during and after
World Cup period
 2 promo campaigns were done this year, one to win over the gold
prize and Yaris car for another
 Break record promo participation on Yaris promo, 4 TVCs done to
promote promo campaign
 Pepsi Gold, NPD, was also launched under football platform,
“Celebrate the victory moment with Pepsi Gold”.

Communication
- Pepsi Fest TVC’s 2,588 GRPs
- BTS Plasma
- Cinema
- Special TV Tie-in
- Billboard
- eMedia
- PR
Grassroots
- Football Reality TV Show
- Football Quiz@BTS
Own The World Cup Football
Packaging
- 7 Stars Graphic Designs
- 11 Stars Secondary Packaging

Consumer Promo
- SMS to win gold everyday
In-Store Experience
-Football merchandising/display
-Customized Activities
-PO1
Communication
- 2 TVCs 15sec featuring Beckham/Ronaldinho
- Radio spot
- Online media in Sanook
- Exclusive PR in TV News
Gold Medal Promo

Communication
- Campainable Promo TVCs
- Radio spot
- Online media in Sanook
- Billboard
- Bus body in BKK & Chiang Mai
- Press Ad
In-Store Experience
- MT Display
- In-Store shelf divider
Consumer Promo
- Send-in cap/crown to win Pepsi
Football Car
- Customized Activities
- PO1

Communication
- Star-led TVC 1,676 GRPs
- BTS Outdoor/Plasma
- Special TV Tie-in
- Billboard BKK& UPC
- Radio Spot
- PR
Packaging
- Limited Edition World Cup graphic
- Gold PET bottle
Innovate Behind World Cup Cola
In-Store Experience
- MT Display
- C&G Cooler Sticker
Sampling
- MT Demopower
- Channel specific

Pepsi Football 2007
 Though this was not a year of any
football event, Pepsi was the only brand
who continuously communicated on this
platform
 New way of football TVC, anyone could
be the footballer and anywhere in the
world could be the football field

3D Marketing
ADVERTISING,
Outdoor, Cinema
PEPSITHAI.COM
TEEN MEDIA:
Online
Mobile :
SMS, WAP
PROMOTION
IN STORE
PR

Pepsi Footbal
 Euro 2008 with Coke as
an official sponsor
 New approach on
creative work, teens
involved the creative
development
 Gold was still the most
inspired promo prize to
consumers, with
different concepts and
shapes

A platform to deliver
the brand message
IN A LIFE FULL OF ENDLESS POSSIBILITIES,
PEPSI STIMULATES YOU TO GO CREATE THE LIFE YOU
WANT TO LIVE
Pepsi Invitation on Football:
“Make your own impact in the world of football”

A platform to create success
 A ‘beyond the ordinary’ football campaign
 Entertaining, large scale experience
 Bringing international scale at a local level and
drive volume in trade
 Ability to create global / local content to
deliver a 3D campaign

LOGO
The Concept

From local consumers ideas on the streets ….
to a great global Pepsi show

BY consumers,
FOR consumers
For the first time…
Consumers
around the globe Mexico, Brazil, China, Russia, Spain, UK
are telling global football players
Ronaldhino, Messi, Henry, Fabregas, Lampard, Beckham
what to do
different costumes, different locations, amazing kicks, fun

LOGO
“MY Pepsi ad is…”

“MY Pepsi ad is…”
 Dozens of interviews
Teens have been interviewed in:
Brazil, China, Mexico, Norway, Russia, Spain, Thailand & UK
 6 International Superstars
Beckham, Ronaldhino, Lampard, Fabregas, Messi and Henry
 1 Great Execution
Script is based 100% with consumers ideas

An invitation to create
Pepsi invites you to imagine how in your
wildest dreams, you could make your
favourite footballers play a game
‘…Messi dribbles a ball swerving through yellow
cabs in the heart of New York, he passes to
Henry who controls the ball through trees
exploding from the ground, he’s tackled by
Lampard who bashes his head on Pepsi sign…’

Pepsi stimulates
its audience
• Pepsi offers the youth to impact the world in their own way.
• Pepsi elevates consumers to the same level as their heroes
• A campaign that actively embraces Pepsi’s new dynamic brand
positioning and its active engagement with young people around
the globe
• A universal theme with coherent localization opportunity:
Consumers having fun with Pepsi talents

In-store display
- In-store media & POP
Talent Design
Packaging to tell
a story
Grassroot
- Dek Thai Kai Jai Kangrang Program
Promotion
- Pepsi Gold Promo
- SLP : Bucket, T-shirt
Global Thematic
- TVC 60/30 sec, TV Tie-in
- Outdoor
- Cinema
- Press ad
- PR
Digital
- Website
- Media Online

Outdoor
Utillize key visual of our Football talent
in outdoor, linking with TVC
-Series Pole
-Bus body
-BTS Train Station, LCD plasma

Create excitement among teens hangout area using teaser &
build engagement with activity
University Media : Bus Shelter, Bus body
Siam Ambience Ad : Bench, Mock Up

Cinema
-Screen ad 60 sec
-LCD plasma
-Archway
-Poster plasma
-Interactive Booth game

DIGITAL ASSET OVERVIEW : www.pepsithai.com
YOUNIVERSE
Create a unique Pepsi
community which
transcends language
to engage and connect
like-minded people.
FOOTBALL WIDGET
Be relevant to target by
giving them constant
access to their favorite
football stars AND the most
up-to-date news.
SEE THE AD
Display the
TVC to create a
holistic 360
communication
strategy for
Pepsi Football.
KICK IT!
Allow Pepsi
consumers to
create their own
video by
providing
football content
from the TVC.
**Please note throughout Toolkit each of the 4 applications above will be identified by the colors they are given above**

Dynamic global sport dr.pongsak

Dynamic global sport dr.pongsak

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