Chapter 2 - The Marketing Mix

To help "FIFA" maintain a successful corporation they must have a well processed marketing mix. It is four components that blend to achieve optimal results. The 4 P's which which create this mix are products, place, promotion and price.


"FIFA" use the sponsors to help promote tournaments and world cups events. Sponsors such as Adidas, Coca-Cola, Emirates, SONY, VISA, Mc Donald's, Hyundai, Kia etc.

These sponsors advertise "FIFA" on there products and "FIFA" does the same for them. As you see in this picture the advertisements around the field are all sponsors of the world cup. They both advertise each other for expansion of consumers who will see the company logos around the arena. "FIFA" creates a place where companies advertise each other. This is a clear example of promotion strategy. 

If you notice the major sponsors are international. FIFA is international they both have common interests and influence nations worldwide as a common ground. That is an example of the place strategy.  

The pricing strategy. Soccer is the cheapest sport you can play. All you need is a 15$ ball (adidas sells with a FIFA logo on it) and goals you can make with anything from a water bottle to a book bag. This is why FIFA is international. Lots of countries who are good at the sport were or still are not wealthy economic nations. FIFA will set up world cups in these countries to even help the economy. Lots of products are cheap but not all.

The place of distribution is worldwide. Adidas and FIFA i think work best together. For example FIFA equipment is sold from adidas in stores all around the world. You can even buy some here in New York City at your local sports store.

All of this strategic planing also helps sell tickets at the arena. If all of the sponsoring companies promote FIFA many will go to watch world cup games coming up this summer is Brasil.

Pricing strategy  

PRODUCTS FIFA entertainment, sports equipment, and ticket sales.	PLACE International.
PROMOTION  Advertising on commercials in arena on TV & on products who sponsor.	PRICE Inexpensive equipment & price ranged tickets.

Ch. 1 - Overview of Marketing (Brief History and Mission Statement)

The need for a single body to oversee association football became apparent at the beginning of the 20th century with the increasing popularity of international fixtures. FIFA was founded in Paris on 21 May 1904; the French name and acronym persist even outside French-speaking countries. The founding members were the national associations of Belgium, Denmark, France, the Netherlands, Spain (represented by Madrid Football Club; the Spanish federation was not created until 1913), Sweden and Switzerland. Also, that same day, the German Association declared its intention of affiliating through a telegram.

The first tournament FIFA staged, the association football competition for the 1908 Olympics in London was more successful than its Olympic predecessors, despite the presence of professional footballers, contrary to the founding principles of FIFA.

Membership of FIFA expanded beyond Europe with the application of South Africa in 1908, Argentina and Chile in 1912, and Canada and the United States in 1913.

During World War I, with many players sent off to war and the possibility of travel for international fixtures severely limited, the organisation's survival was in doubt. Post-war, following the death of Woolfall, the organisation was run by Dutchman Carl Hirschmann. It was saved from extinction, but at the cost of the withdrawal of the Home Nations (of the United Kingdom), who cited an unwillingness to participate in international competitions with their recent World War enemies. The Home Nations later resumed their membership.

                          First world cup 1930 Uruguay

http://www.youtube.com/watch?feature=player_embedded&v=NUHYOx8cv90

The world is a place rich in natural beauty and cultural diversity, but also one where many are still deprived of their basic rights. FIFA now has an even greater responsibility to reach out and touch the world, using football as a symbol of hope and integration.

THE MISSION

'Develop the game, touch the world, build a better future'.

Played by millions around the world, football is the heart and soul of FIFA and as the guardian of this most cherished game, we have a great responsibility. This responsibility does not end with organising the FIFA World Cup™ and the various other world cup competitions; it extends to safeguarding the Laws of the Game, developing the game around the world and to bringing hope to those less privileged. This is what we believe is the very essence of fair play and solidarity.

We see it as our mission to contribute towards building a better future for the world by using the power and popularity of football. This mission gives meaning and direction to each and every activity that FIFA is involved in - football being an integrated part of our society.

OUR APPROACH

Develop the game. Improve the game of football constantly and promote it globally in the light of its unifying, educational, cultural and humanitarian values, particularly through youth and development programs. Football development means investing in people and society at large. Football is a school of life.

Touch the world. Take world-class football action and passion at all levels to every corner of the planet through our 209 member associations. The broad range of competitions shows the many faces of football, spearheaded by the FIFA World Cup™.

Build a better future. Football is no longer considered merely a global sport, but also as unifying force whose virtues can make an important contribution to society. We use the power of football as a tool for social and human development, by strengthening the work of dozens of initiatives around the globe to support local communities in the areas of peace building, health, social integration, education and more.

WHAT WE STAND FOR

Our core values of authenticity, unity, performance and integrity are at the very heart of who we are.

Authenticity. We believe that football must remain a simple, beautiful game played by, enjoyed by and touching the lives of all people far and wide

Unity. We believe it is FIFA´s responsibility to foster unity within the football world and to use football to promote solidarity, regardless of gender, ethnic background, faith or culture

Performance. We believe that FIFA must strive to deliver football of the highest quality and as the best possible experience, be it as a player, as a spectacle, or as a major cultural and social enabler throughout the world

Integrity. We believe that, just as the game itself, FIFA must be a model of fair play, tolerance, sportsmanship and transparency

A CHANCE AND A CHALLENGE

'For the Game. For the World' reflects the core element of our mission and represents both a chance and a challenge: a chance for us to contribute to making a difference to people´s lives, and a challenge to balance this social element with our traditional competence of overseeing the rules of the game and organising world-class competitions.

"We see it as our duty to take on the social responsibility that comes hand in hand with our position at the helm of the world's most loved sport.

Join us in uniting forces to develop the game, touch the world and build a better future!"