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Nguyn Trung Hng
Trnh Phng Tho
Mighty Reds go for it
Overview
Liverpool football club

Case summary

Question 1

Question 2


Liverpool football club
Established in 15-3-1892

Nickname: The Reds, The Kop

18


5
Case summary
There are many support fan clubs of Liverpool in
Asia.
These fans are very connected on the basis of
common interest.
Members conduct many activities together: watch
the match, sell memorabilia, raise funds, conduct
charities, etc.
Reciprocal activities from Liverpool FC to these
fan clubs: friendly matches with national team,
coaching for kids, participate in local charities,
etc.

Question 1
How do you think the Mighty Red
might be considered members of a
reference group? A brand community?
A consumer tribe?

A reference group: an actual or
imaginary individual/group conceived of
having significant relevance upon an
individuals evaluations, aspirations, or
behavior
A brand community: a group of
consumers who share a set of social
relationships based on usage of or
interest in a product members dont
live near each other unless periodical
events are held enhance loyalty
A consumer tribe: a group of people
who share a lifestyle and can identify
with each other because of a shared
allegiance to an activity or product
often unstable and short-lived

- Watch Liverpool games live at common revenue
- Arrange visit trip to Anfield
- Raise funds for charities
- Mighty Red refer themselves as one of the most
dedicated fan-bases anywhere
Share of interest
- Liverpool fan clubs exist in all Asian countries including
Singapore , Malaysia, and Hong Kong
Members live far from each other
- Regular activities held by club members
Enhance loyalty

A brand community

Question 1
Consider your responses to question 1. What
kind of opportunities does the existence of the
Mighty Reds present to marketers?
Develop a list of specific marketing and
promotional tactics
QUESTION 2
Elements of the Promotion Mix
Advertising
Ingredients
of the
Promotion
Mix
Public Relations
Direct Marketing
Sales Promotion
QUESTION 2.a: direct
marketing
Opinion leaders:
Well-informed

Highly regarded

Very influence

The V.I.P
Ingredients
of the
Promotion
Mix
Direct Marketing
QUESTION 2.a: direct
marketing
Direct Selling
Word-of-Mouth
QUESTION 2.b: Referent
power
THANK YOU FOR YOUR TIME