Consumer Behaviour

How a football club becomes a brand ?

Introduction * External diagnosis * Macro- environment: PESTEL template * Offer * Demand: * Quantitative analysis / Qualitative analysis * Consumption process * Individual determinants of consumer behaviours * Environmental influences * Internal diagnosis * Olympique Lyon: a modern sucess * AS Saint Etienne: a former glory * Strategic& operational decisions
Conclusion

Introduction
Sport is an area of consumption around the world. Several sports are popular but in Europe the most famous is football. We have decided to focus our study on football for a lot of reasons. For some people, football is a culture, a religion especially in England. We can speak of “football business”, it’s between the sport and the business. The global budget of football in the world is 250 billion Euros and it’s more than the GDP of Denmark, salaries of players are more and more important with for example Didier Drogba from Chelsea receives 660 000 Euros by Month. Since ten years, football revenues have increased a lot.
On football, we have focused our study especially on merchandising. Today, only in Europe, merchandising on football represents 7 billion Euros by year. In the modern football, clubs are not just a team and it’s a necessity to become a brand. We have one simple question, how a football club becomes a brand?

1. External diagnosis

Macro environment: PESTEL TEMPLATE

| Opportunity | Threath | Political | Taxes on all sport revenue (products, TV)Good images for the country (France 98) | Possibility to show national problems (national anthem…) | Social | Belong to a tribu, feeling important in the life’s club… | Violence, Hooligans, racism… | Technological | New technics of refeering (video cam, radio link…) | Gap between professional and amateur football | Ecological | Stadiums integrate environmental issues |