Strategic Management: Promotional Mix Strategies for Wrigley Stadium

This report delves into the strategic management approaches for Wrigley Stadium, focusing on its promotional mix. It examines targeting and positioning strategies, emphasizing the importance of reaching diverse customer segments through minimal ticket pricing. A SWOT analysis identifies strengths such as educating customers, weaknesses related to dependency on favorable conditions, opportunities stemming from the stadium's historical significance, and threats from competitors. The report further explores various promotional methods, including advertising, sponsorship, public relations, and social media marketing, highlighting the application of the 4E framework (Entertain, Educate, Engage, Empathy) to enhance social media campaigns. The analysis provides insights into how Wrigley Park can effectively brand itself, increase market awareness, and gain a competitive advantage by optimizing its promotional activities.

Running head: STRATEGIC MANAGEMENT
Strategic management
Name of the Student
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Author Note

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Table of Contents
Promotional mix.........................................................................................................................2
Targeting and positioning..........................................................................................................2
Targeting................................................................................................................................2
Positioning..............................................................................................................................2
SWOT analysis for promotional strategies................................................................................2
Strengths.................................................................................................................................2
Weaknesses............................................................................................................................2
Opportunities..........................................................................................................................3
Threats....................................................................................................................................3
Promotional mix.........................................................................................................................3
Advertising.............................................................................................................................3
Sponsorship............................................................................................................................3
Public relations.......................................................................................................................3
Social media marketing..........................................................................................................3
4E Framework........................................................................................................................4
Reference List............................................................................................................................6

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Promotional mix
It is very important to promote the functions of the stadium so that it can attract the
people for the activities that are taking place. This will also help in increasing the sales of the
place and generation of revenue. The promotional mix will help in sponsoring and advertising
the place so that it can help in increasing the level of sales. One of the major methods is
through advertisement so that the advertisers can communicate with the people regarding the
place and the activities that take place within it (Davari & Strutton, 2014). The campaign
regarding advertising also needs to be done so that the messages that are exclusively for
marketing can be bought out to the people with a certain time period. The integrated
promotion of the brand will also result in increasing the level of awareness so that the
preference of the sports products can be increased among the people.
The main function of the promotional mix will be to merchandize the products and
services so that it can help in increasing the sale of the tickets. Since stadium cannot be sold
nor its products, the promotional mix will state the way it can brand itself. This will
increasing the level of awareness in the market so that it can create a positive outcome
(Mihai, 2013). It will also help in changing the decisions of the customers with respect to the
Wrigley field. The promotional strategy that will be taken up by the stadium will help in
gaining a competitive advantage over the other places that are present in that area.
Targeting and positioning
Targeting
The promotional events with respect to Wrigley Park will be targeting the customers
from all segments, as the prices of the tickets will be kept at a minimum level. The major
segments that the park will be targeting will be all the sports loving person or is developing
an interest in baseball and football as well as concerts so that people who love music can also
attend. This will help in increasing the number of footfalls in the place as well. The event will
also help in attracting the families to the place so that it can result in building up the bond
between them and spend time together as well. The families and individuals who have a
lower level of income can also visit the place, as the tickets will be priced at a different
levels, which can be purchased by them (Shank & Lyberger, 2014).
Positioning
The park will position itself in the ‘low price, high quality’ segment, which will help
them in attracting the public from all backgrounds. It will also help in increasing the rate of
attraction, as the tickets will be priced minimally that will attract many people. The goodwill
of the place will also attract more number of people so that they can enjoy the games that are
being played in the stadium (Charumbira, 2014).
SWOT analysis for promotional strategies
Strengths
The major strength of the promotional activity is that it will help in educating the
customers regarding the type of products and services that is being offered by the enterprise.
It will also result in increasing the base of customers for any event that is being held in
Wrigley Park due to the promotional initiatives that are being taken up. It will also result in
placing the capital resources in a proper manner so that it can result in marketing the place in
an effective way, which will increase the level of attractiveness in the market as well (Mihai,
2015).

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Weaknesses
The weakness of the promotional strategy is that the favourable conditions need to be
seen so that the promotion of the place can be highly effective. The calculation is very
important that will result in increasing the level of attractiveness of the place in the market.
The competitions that are present in the area also needs to be checked so that it can be
analysed, which will result in increasing the competitive advantage of Wrigley park (Irem,
Sabri & Amjad, 2015).
Opportunities
The major opportunity of the park is that since it is a historic place, people will get
attracted to the events that are taking place in the area. The favourable conditions need to be
assessed so that it can help in improving the promotional plan of the place as well. The major
advertising platforms need to be identified so that it can help in increasing the level of
attractiveness with respect to the place in the market as well (O’Reilly & Horning, 2013).
Threats
The major threat from the promotional strategy are the competitors who are present in
the area. This will result in hampering the reputation of the place due to the huge competition
that is provided by the competitors (Koc, 2013).
Promotional mix
Advertising
It is a type of paid media that will help in increasing the awareness of the stadium
with respect to the activities that are taking place. The advertisement can be done through
newspapers, magazines, television, game programs and radio as well, which will increase the
rate of attractiveness in the market (Lorgnier & Su, 2014). The concept of sports and arts
need to be mixed up by the advertisers so that it can create a better concept to portray the
iconic Wrigley field. This medium is controlled in nature, which helps in crafting the
messages in a creative way so that the contents can help in influencing the people to a great
extent. However, one of the major disadvantage is that the reach is not great for the message.
The frequency of the advertisement is also very less, as it is restricted to a particular area
(Kunkel, Funk & Hill, 2013).
Sponsorship
It is a type of promotion that takes place through a partnership between the event that
is taking place and the corporate identity. This type of promotional mix is based on the
exchange theory where the corporation provides the capital for the even to take place in a
proper manner. It also helps in increasing the return on investment (ROI) so that both the
parties can grow as well. The sponsorship also helps in increasing the image of the place as
well as increase the audience for the event to be successful (Charumbira & Charumbira,
2015).
Public relations
The use of public relations will help the Wrigley Park to build a better image so that it
can help in building a better level of relationship between the community and the group. The
cordial relationship will help in increasing the level of communication between the groups so
that it can help in providing all the necessary information resulting in increasing the
reputation of the place (Finch et al., 2013). The use of publicity will result in increasing the
level of attractiveness of the place with the help of a third party so that it can be published in
the print media as well as radio, internet and television. The use of public relation will also
help in spreading the information regarding the sporting activities and improve the relation
with the media (Pitts, 2017).

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Social media marketing
Social media marketing is the process through which the enterprise can advertise their
products, services or event in an online manner. This can be done with the help of the
different social media platforms so that it can increase the number of people towards them.
The use of social sites will also result in increasing the number of views among the people so
that they can get all the necessary information with respect to Wrigley Park, since it is an
iconic place in the United States of America (Bohutsana & Akpata, 2013).
4E Framework
The main idea of social media marketing is that it does not need to be creative but the
major elements need to be present so that the advertising campaign can create an impact on
the customers and spread brand awareness (Sandler & Shani, 2015). The level of
communication through the social media has to be more so that it can help in providing the
necessary information to the customers regarding the products and services that are being
offered. The 4E Framework of social media marketing helps the advertisers in advertising
their products in a better manner by following the items that are present (Garland & Hautbois,
2013).
The first one in the framework is entertain that will help in solving the problem in an
entertaining manner. The advertisers need to promote the field in an entertaining way on the
social media so that it can help in attracting the attention and interest of the people (Kunkel,
Funk & Hill, 2013). A striking picture with a good caption on the social media platform
regarding Wrigley Park will also result in spreading awareness about the area so that it can
arouse the interest of the people. The image should result in selling the main idea of the
product to the people so that the business can thrive in the market (Finch et al., 2013).
The second content in the framework is education where the advertisement has to be
done in such a manner that will educate the people regarding the activities that will take place
within the stadium. The quality of the stadium needs to be given in the advertisement so that
it can result in increasing the rate of attraction among the people with respect to the games
and concerts that are being held in the stadium (Uren, Sabri & Amjad, 2015). The
advertisement that will help in educating the people will also result in attracting them towards
the venue so that the sale of tickets can be increased with respect to the events that are taking
place. It will also help in nurturing and gaining the trust of the people by educating them
regarding the services that are offered by the stadium (Koc, 2013).
The third factor is known as engaging the content, which needs to be done after the
audience has shown interest in the product or the service. It is important for the advertisers to
keep their people engaged so that it can result in consuming the products and services (Mihai,
2013). The function of the sales funnel will help in increasing the level of engagement among
the consumers so that it can be beneficial for the stadium as well. The advertisers need to use
the problem-solving techniques so that it can help in building the community and encourage
the people in sharing and communicating the messages that has been shown in the
advertisement (O’Reilly & Horning, 2013).
The fourth and the last factor is known as empathy that will help the advertisers in
creating a custom audience in the social media platform for the advertising regarding the
stadium. It will also help in segmenting the customer based on their likes and dislikes so that
the message can affect the people who have shown interest (Mihai, 2015). Since the games
that are hosted in the stadium can help in increasing the bond between the families, the
advertisers need to capitalize on it. This will help in increasing the level of commitment and
communication between the advertisers and the people as well. The segmentation that will be

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done by the advertisers will help in increasing the level of consumption among the people
with respect to the activities that are taking place in the stadium (Lorgnier & Su, 2014). The
use of the 4E framework will help the advertisers in advertising the place on the social media
platform in a proper manner. It will also result in increasing the level of attraction with
respect to the games that are being held in the area so that the sale of tickets can be increased.
Moreover, it will also help in increasing the level of profits for the event as well.

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