Marketing Mix of Manchester United and 4Ps (Updated 2023)

The Marketing mix of Manchester United analyses the 4Ps of Manchester United, including the Product, Price, Place, and Promotion of Manchester United. Manchester United is an English football club that plays professional Football in the Premier League. This thriving club was founded in 1878 and is based in Old Trafford. The team has won the maximum number of league titles and has various records, like the joint record holder of F.A. Cups, a record number of twenty titles, league cups, and F.A. Community Shields.

Manchester United has also won championships like the European Cup three times and the UEFA Cups, Intercontinental Cup, UEFA Super Cup, and FIFA Club World Cup. This football club is ranked third in the world regarding riches and revenues. In 2013, the team was ranked second as the most valuable for any sport globally. Some of its competitors in the football arena are as follows.

• Chelsea
• Barcelona
• Manchester City
• Arsenal
• Liverpool
• Southampton
• Real Madrid
• Aston Villa

About Manchester United

• Type: Professional football club
• Industry: Sports
• Founded: 1878
• Founder: Newton Heath LYR F.C.
• Headquarters: England
• Area served: Worldwide
• Key people: Joel Glazer (Chairman) and Richard Arnold (CEO)
• Number of employees: 650

Manchester United Product Strategy

The main product of Manchester United is the team itself. The football players display excellent services to market their product, the team. Along with this product, other ingredients are included in the target market, including its merchandise. The shirts that depict the team are sold worldwide along with its memorabilia range of products.

Manchester United has a television channel, and as it plays at various venues, it broadcasts its matches on that channel. It also sells the right to broadcast to numerous other channels at different prices. The Manchester United club has a website that helps it market its products efficiently. It also has tie-ups with other websites that have the authorization to sell the company’s products. The global brand, Manchester United, has made lucrative deals with other companies and sells its own and various other products through its team members and its website.

The product will be highly valued if the team keeps performing and has star players. Similarly, the various teams in various sports are being marketed as products because of the value they carry for brands.

Manchester United, one of the most famous football clubs in the world, offers a diverse product line and mix that caters to its global fanbase.

The product mix of Manchester United in 2023 is as follows (Source)

1. Merchandising: This is a significant part of Manchester United’s product and marketing mix-up. It includes Replica Kits: Home, away, and third kits, including shirts, shorts, and socks. Training Gear and Apparel: Training tops, jackets, sweatshirts, and tracksuits. Accessories: Scarves, hats, gloves, and other items featuring the club’s branding.
2. Matchday Sales: Revenue generated from ticket sales for home games at Old Trafford. This includes Season Tickets and Matchday Tickets. Hospitality Packages: Offering premium seating and dining experiences.
3. Media: Manchester United leverages various media channels for revenue, such as Television Rights and earnings from broadcast deals for their matches. Digital Platforms: The club has its T.V. channel, MUTV, and generates revenue through its website and social media platforms.
4. Sponsorship and Commercial Partnerships: The club has numerous high-value sponsorship deals, including Kit Sponsorship and a deal with a sportswear company for manufacturing and supplying team kits. Shirt Sponsorship: Branding on the team’s matchday shirts. Official Partnerships: Deals with various companies across sectors (automotive, financial services, telecommunications, etc.).
5. Licensed Products: Manchester United licenses its brand for various products. Video Games: The club’s license appears in popular football video games. Toys and Games: Branded toys, board games, and puzzles. Home and Office Items: Decorative items, stationery, and other products featuring the club’s branding.
6. Matchday and Non-Matchday Services: This includes Food and Beverage Sales at Old Trafford. Museum and Tour Services: The club offers tours of Old Trafford and runs a museum showcasing its history.
7. Membership and Fan Club Services: Subscription-based services offer benefits like ticket priority, exclusive content, and discounts.
8. International Football Schools: Manchester United operates football schools and camps worldwide, promoting the sport and the club’s brand.
9. Mobile and Digital Content: The club’s mobile app offers digital content like wallpapers, games, and exclusive videos.

This product mix not only helps in revenue generation but also plays a crucial role in the customer segments and strengthening the brand and its global presence.

Manchester United Place Strategy

In the early years, the Manchester United team played its matches on a field located on North Road. The crowd capacity over there was 12,000 spectators. In 1893, the club was banned from playing at this ground, and then they shifted to “Bank Street Ground” in Clayton.

After the temporary closure of this ground in the year1902, a ground for temporary matches was found in “Harpurhey.” In 1909, the club shifted to new markets in “Old Trafford,” to this day, Manchester United has played all its home matches at Old Trafford. It also plays at various other venues around the world. This reputed and most popular team has a record of the maximum number of home attendance from its loyal fans.

Regarding the merchandise, the U.K. sells the most. But the attire is sold worldwide, and Manchester United jerseys and jackets are ubiquitous. The red color of Manchester United is loved the most.

Manchester United’s place strategy is as follows:

1. Global Retail Distribution: The club has a vast network of retail stores and a robust online store, making merchandise easily accessible to fans globally.
2. Old Trafford Stadium: Located in Manchester, England, Old Trafford serves as the home ground for the team, hosting matches and providing a unique experience for local and visiting fans.
3. International Football Schools and Camps: Manchester United operates football schools and camps in various countries, extending its brand and coaching philosophy worldwide.
4. Digital Platforms: The club heavily invests in digital platforms like its official website, mobile app, and social media channels to engage with fans and distribute content globally.
5. Partnerships with Global Retailers: Manchester United collaborates with international retailers and e-commerce platforms to make their merchandise available in various markets worldwide.

Manchester United Pricing Strategy

The most premium club in Football also uses premium pricing only. Manchester United is one of the most famous football teams in the present scenario. The club has made its position clear of premium pricing policy by its upmarket presentation. Its fan following is very loyal; fans can pay any amount to watch their favorite team play.

Therefore, the season tickets are very costly for their home league games. The company charges first-class prices for the tickets. Likewise, the pricing policies for every product and service of Manchester United are of premium and high quality.

As a team climbs higher in the league table, it produces a more significant share of television revenues in the Champions League. The popularity of Manchester United has helped the club to generate higher revenues in broadcasting deals.

As a sports marketing expert analyzing Manchester United’s pricing strategy, it’s evident that the club employs a multifaceted approach to optimize revenue while maintaining a global brand presence. Here’s an overview:

1. Value-Based Pricing for Merchandise: Manchester United adopts a value-based pricing and marketing strategy for its merchandise, setting prices based on the perceived value to fans. This approach acknowledges the brand’s prestige and fans’ emotional connection with the club’s merchandise, allowing for premium pricing, especially for items like official jerseys and limited-edition products.
2. Dynamic Pricing for Matchday Tickets: The club utilizes a dynamic pricing model for matchday tickets, where prices vary based on factors like the importance of the match, the opponent, and demand. This strategy maximizes revenue during high-profile games while ensuring accessibility for less sought-after matches.
3. Tiered Pricing for Memberships and Subscriptions: Manchester United offers tiered membership and subscription options, catering to different levels of engagement and affordability. This strategy broadens the fan base and enhances revenue streams from hardcore fans willing to pay more for exclusive benefits.
4. Premium Pricing for Hospitality Services: The club offers premium hospitality packages at Old Trafford for corporate clients and affluent fans. These are priced significantly higher, capitalizing on the exclusive experiences and luxury services they offer.
5. Strategic Partnership and Licensing Deals: In its commercial partnerships, strategic marketing, and licensing agreements, Manchester United strategically negotiates deals that reflect the high value of its brand. This includes sponsorship agreements and licensing its brand for video games, apparel, and other products.

Through these varied pricing strategies, Manchester United effectively balances profitability with fan engagement and brand equity, catering to a diverse and global fan base while capitalizing on the high demand and prestige of one of the world’s most famous football clubs.

Manchester United Promotion Strategy

Manchester United is a global brand with worldwide recognition. Besides playing Football, the club and its team focus a lot on the commercial aspects of the game. Its commercial strategies revolve around marketing the players and the club. The team members are its best promotional products. The intense phobia about its players like David Beckham has helped the club generate immense publicity.

Manchester United has also engaged itself in promotional activities jointly with other companies. In 1982, the club signed a deal with Sharp Electronics, who became the club’s shirt sponsor. It has a contract to promote Vodafone’s mobile phones. Its official website sells products like shirts, books, and key rings.

The club also deals with “Nike,” a sportswear company that manages the club’s merchandising section. In the latest development, a deal has been signed with General Motors, making them the club’s shirt sponsors.

The players of the team, such as Wayne Rooney, Ryan Giggs, and other legendary players, are world-renowned, and the reason that the club rakes so much money in terms of sponsorship deals.

Manchester United’s promotion strategy is as follows:

1. Leveraging Digital Media and Social Platforms: The club extensively uses social media, its official website, and digital channels for promotions, engaging a global audience with real-time updates, exclusive content, and interactive campaigns.
2. Partnerships and Sponsorship Deals: Manchester United capitalizes on lucrative sponsorship deals and partnerships with global brands, using co-branded marketing campaigns to increase revenue, enhance visibility and reach a diverse audience.
3. Community and Fan Engagement Initiatives: The club organizes various fan engagement events, community programs, and international tours, fostering a strong connection with fans worldwide and promoting the Manchester United brand organically.

Some Recent Video ads and Print ads of Manchester United are:

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