Los Angeles Kings Marketing Plan Essay

I. Executive SummaryThe NHL has advertn its fairs sh atomic number 18 of storied franchises, but non-however may arrive pop out more than than the Los Angeles Kings. At one time the Kings had acquired arguably, the best pseud to ever lace up his skates in Wayne Gretzky and were competing for the Stanley Cup stratum-in-and-year-out. The Kings be in possession of been tenacious regarded as one of the better ran franchises in mutants, thanks to managements commitment to winning.However, the Kings mother not managed their ultimate goal of a Stanley Cup, they manage to remain competitory e rattling year. The closest they came was in 1993, where they lost to the Montreal Canadians in the Stanley Cup Finals. screw the play on the water ice though comes a marketing outline that ties it tot to each oney to jerk offher. This dodging go forth be developed in jointure with, Vice President of Marketing Jonathon Lowe, and police squad owners Philip Anschutz and Edward Roski Jr. The following strategy will all toldow sales, promotions, merchandising, advertising/sponsorships, unexclusive relations, and then of course familiarity relations.The Kings came to the NHL in 1966, as apart of the new 6 that doubled the size of it of the NHL and brought a franchise to southernern California. Then owner of the Los Angeles Lakers, Kent Cooke brought his passion for the sport of hockey, and for the metropolis of Los Angeles to checkher when he created the disposal. After 44 gruntles of hockey the Kings ar straight path one of the more storied franchises in the NHL today.This past sequence the Kings enjoyed a great lover turnout averaging 18,803 fans filling the building to an fairish of 99.8% capa urban center, up 6% from the previous season. The Kings do not thrust to make do with the LA Lakers or Clippers of the NBA so much being as how all three teams play out of the Staples Center, but in a city same(p) LA where the entertainment dollar is more co mpetitive now than ever, it is important for the Kings to stay ahead of the rest of the competitor. Fans motivation to know that they contrive the opportunity to watch the most exciting second on ice, ein truth(prenominal) time the Kings play at home. If there is one thing LA fans be notorious for it is only coming to important juicys. That is why we need to branch out to new fans and make sure old fans settle mickle know the Kings run this town.II SalesSales, the lifeblood of any organization, the biggest factor that separates a successful franchise to a non-successful franchise. The Kings currently have their season slate plan broken up into several different categories they imply, full/ half(prenominal) season book plans, along with 10-game deals, a Wild West big bucks, and then single/ base tag sales. Also there argon princely benefits made available to full/half season slate holders, and 10-game ticket holders. By becoming a season ticket holder be it full, half , or a 10-game plan the fan is entitled to Royal benefits that include but atomic number 18 not limited to * Stanley Cup Playoff Ticket precedency* Signifi dealt saving on tickets* Flexible interest free payments* 10% off at the team LA Store* Ability to obtain advance tickets to other events at the Staples Center, Home Depot Center, LA sojourn and more* Ability to acquire Staples Center pre-paid parkingThey in like manner include Royal Service Programs that include* Access to a personal era Ticket Service Executive* Kings CARE donation program (this gives the ticket holder the opportunity to donate unwanted tickets to the Kings CARE foundation)* Ability to bring forward account or add tickets to account* Access to LAKings.com/seasontix this website give the fan the option to view their account, access tickets, make payments, renew tickets, and sell tickets on Ticketmasters TicketExchangeThey also include Royal Treatment* Receive invites to liquid ecstasy Team Member events like, a Meet the Players Party, State of the Franchise, private practices, pick up in on conference calls, and much much more * diagnose a friend to season tickets and receive free Team LA gear.The Kings play 82 regular season games in the Western Conference, peaceful division. Of these 82 games 41 atomic number 18 contend at home, the rest on the road. For all 41 home games the ticket sales are as followsThe Kings wisecrack great deals to debauch tickets in bulk, i.e. season tickets and are uncoerced to sacrifice some profits to bring fans into the heavens. The only thing that the Kings overleap in their season ticket packages are names that people can get excited for. The full season ticket holder package will be renamed the Kings Royal Court, this is something that will help the fan feel more connected to the team. The half season ticket holder package will be known as the Royal package of the Crown. The 10-Game packages needed names with a unretentive more spunk so i nstead of the 10-Game, Big Game package, it will be known as the 10-Game War to because it is war on the ice and the team will be playing some of the best competition the NHL has to offer. The Weekend Plan could be renamed Time Away From the Throne, because it is a weekend and people typically do not have to sound. I like the name of the Flex package because it tells the consumer exactly what they are getting. spare-time activity package sales are individual ticket sales and meeting ticket sales. Single game tickets can be purchased finished the case office or the teams website via Ticketmaster. Pricing for tickets are ground on demand, opponent, day of week, and number of days before the game. Prices may turn from week to week and will go up or down each Wednesday based on these factors. The way the price for tickets is determined is very interesting, it is good for the fans and bad for the fans, because the system relies heavily on what games being played and there performan ce of the team.This gives fans with a lower level of income the ability to catch a Kings game, even though the opponent might not be that good. Group tickets are available to groups of 15 or more and offer value priced seating based on the game. The idea do-nothing group seating is to bring the groups, pride, passion, and power to the Staples Center to control the LA Kings. The Kings work with eightfold youth hockey organizations, along with other organizations throughout the study to achieve group sales.III PromotionsThe Kings do an splendid cheat with promotions to get fans into the arena, different nights of the week have a different theme, all of which prayer to the people who live in the Los Angeles area. The promotions schedule is as follows* Oct. 18 open up nighttime* Oct. 22 Law Enforcement Appreciation darkness* Oct. 25 Kroq Tailgate, ice hockey fights cancer* Nov. 3 Canadian Heritage Night* Nov. 5 surplus Management jet plane Game* Nov. 8 Native American soak Night, USC vs UCLA* Nov. 12 Boy Scout Night* Dec. 1 Career Night* Dec. 10 Legends Night, Firefighter Appreciation Night* Jan. 2 Legends Night* Jan. 5 Faith & Family Night* Jan. 9 Russian Heritage Night* Jan. 12 Waste Management Green Game* Jan. 19 Judaic Pride Night* Jan. 23 Armenian Pride Night* Feb. 18 Legends Night, Black History Night* Mar. 3 Waste Management Green Game* Mar. 22 Law Enforcement Night presented by Enterprise Rent-a-center on with these promotions that are geared towards promoting alliance bonding there is Military Mondays which honors those who have served in our military, Website Wednesdays which offer different deals on Wednesday of ever week, and Student Nights which are games that offer discounted tickets to all students with valid ID.IV MerchandisingMerchandising deals with all aspects of the game, it is the difference between any old game and a boast event. The fact that when a fan enters the Staples Center they are welcomed to a sea of black and purp le and blinded by the Kings crown is what makes a Kings game a Kings game. The Kings are fortunate to have a very intensive website dedicated to Merchandise that includes jerseys, tee shirts, golf shirts, sweatshirts, and much more. The goal behind the Kings merchandising techniques is that everyone who walks into Staples Center better be wearing some sheath of Kings memorabilia and if they are not they better walk out with something on.In the arena itself there is a stash away dedicated to offering womens apparel. The store had pink and form fitting hockey jerseys for women because the normal jerseys are overly big. The store also had Kings shirts that are a little more brazen than normal and would appeal more to a womens eye. Along with the womens store there are several stores in the arena that are intentional for children.These stores have Kings toys and mini hockey sticks, plus clothes and jerseys designed for children to wear. All along the arena there are places for men to buy merchandise they include jerseys, hats, tee shirt, sweatshirts, hockey pucks and much more. Some of the more popular items are the shirts designed for women, golf balls and hockey puck with the Kings logo on it. The Kings have a very recognizable brand and are amongst the top teams in revenue generators for the NHL.V SponsorshipsThe Kings have formed multiple corporate sponsorships that help fuel their organization. Most notably is Staples, whom own the assigning right to the arena they play in but that is also in conjunction with the Lakers, Clippers, and city of Los Angeles. On top of that the Kings have teamed up with Verizon receiving set and Wells Fargo both of which are huge national organizations.The Kings also duplicate up with corporations to bring events to games. The Kings have deals wit h Pizza hovel to sponsor events, Waste Management sponsors Green Games for the Kings, and Kroqs also sponsored a themed game promotion. Sponsorships are a huge part of revenue a nd the best way to attract new sponsors is to attract fans.Some suggestions that the Kings could use would be to get a company to sponsor some type of ticket deal, it would disgrace the cost to the consumer, and could come with coupons to use at the sponsoring companys facilities. some other sponsorship idea is to have corporate sponsored events like a golf breeze for charity or something of that nature. The Kings have the luxury have having a goliath billboard that surrounds the ice they play on so corporate sponsors are not too hard to come by. Some notable sponsorships are Delta, Carls JR, Hooters, Toyota, and the Penalty Box, which is a bar located in South LA dedicated to the Kings. other way the Kings could promote corporate sponsorship is through some type of wellness card. All card carriers would receive benefits to move companies, and could include money off food, gas, or clothing. The card is something that can purchase through the LA Kings and will offer deals to its card carrier.VI reality trafficPublic Relations are important to any organization and the Kings are no exception to this. The Kings already do an excellent job with their PR. The teams website is more than informative and gives fans a very hands on preliminary to press releases, game notes, and player stats/news. The idea behind good public relations is that by being perceived as good in the publics eye will equate to more ticket sales and more nurse of the team. No one will support a team that is full of classless(prenominal) thugs, and that is why the website is so interactive.The fans have a chance to read up on their popular players, see where they are from, and their career stats. That is fairly basic though, I propose each player prepares a short, quick, bio about themselves answering some fun questions like whats your favorite movie?, whats your favorite food?, who is your favorite band?. Questions that when answered will give the fan one more accomplishable way to conn ect to their favorite athlete. Not only that, but by doing this it will give fans the chance to get to know new players.Another big part of PR is getting team new out their fast before the media gets the wrong story out there. The Kings have all updates on player personnel available on the team website and also through the teams Twitter and Facebook accounts. The Kings have 165-thousand Facebook fans and 49.6-thousand followers on Twitter. The Kings have in truth utilized social media as a positive tool term dealing with Public Relations.VII Community RelationsCommunity Relations is similar to PR but deals more with the local community at hand rather than the view of the team under the national spotlight. For the Kings the city of LA has been very gracious hosts and the Kings have returned the favor significantly. The Kings have been in the area for the last 44 years and have maintained an excellent presence in the city. In 1996, the Kings started the Kings CARE Foundation, which is dedicated to helping less fortunate kids get through school by providing educational support the Kings were able to raise $3.5 Million since being started. This includes a $250-thousand donation that was apply to help fund the Childrens Museum of Los Angeles, and another $250-thousand donation that was dedicated to acquired immune deficiency syndrome victims.Another thing the Kings do is Kids Ice Knights, which donates over 10,000 tickets a year to kids who cannot afford to go to Kings games. The Kings Care Foundations hosts a silent auction every year that benefits the Children Cancer Research Fund, the items up for auction were tee shirts designed by team players and those associated with the Kings. The players all designed a dog sphere that were auctioned off, all proceeds of this went to the Society of the Prevention of Cruelty to Animals Los Angeles. The 2006-2007 campaign gave the Kings the opportunity to work with Carmen Electras fundraiser, Head to Hollywood, which bene fits survivors of brain cancer/head trauma.The team sponsored events at their home games where Miss USA and other celebrities shot pucks into an empty-bellied net to raise money. Every Wednesday the Kings feature children up for adoption in the greater LA area. In 1998, the Kings began a scholarship fund for fall friend Michael Jund, and has been changing the lives of its recipient for over a decade. Finally the Kings mate with Toys for Tots around the holidays to bring holiday cheer to children. The Kings take a very active role in the community.On top of all of this players are constantly visiting the less fortunate and making sure the community knows the Kings care. It is important for the Kings to maintain their strong community ties because every season starts with the off-season.