Marketing Plan for Pirkkala Football Club
Halme, Ville (2022)
Halme, Ville
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022110822200
https://urn.fi/URN:NBN:fi:amk-2022110822200
Tiivistelmä
The purpose of this thesis was to create a marketing plan for a Finnish football and futsal club, Pirkkalan Jalkapalloklubi, also known as PJK, which is the commissioning company of this thesis. The reasoning behind choosing this topic was personal preference and a professional curiosity towards a sports club in need of marketing enhancing. The author himself has played in the club for almost ten years. PJK is eager to enhance their brand and visibility because the competition in the sports world is tough.
The aim was to provide help for Pirkkala Football Club in terms of social media marketing, traditional marketing, and content marketing to improve their visibility and presence in the market. The secondary aim was to help other sports clubs in a similar situation to learn about the basics of marketing and social media.
The thesis started with an introduction of the sports culture in Finland and the commissioning company, PJK. It is followed by a theoretical framework, where the related terms are introduced. The specific terms were chosen by the author due to their relevancy in sports marketing. Most of the theoretical data was collected from scientific journals and books. The theoretical chapter is followed by an introduction of methodology and presentation of interviews, which were the primary method of data collection about the situation of PJK. In addition, the author used his own knowledge about the club. The data was then used for a SWOT-analysis.
In conclusion, the outcomes of the analysis were positive and there are many ways for the club to enhance their visibility. Most of the suggestions concluded from the analysis were about improving the identity, social media activity, collaboration, and sporting goals. Based on the results, Pirkkala Football Club has a great opportunity to solidify its position as a big brand.
The aim was to provide help for Pirkkala Football Club in terms of social media marketing, traditional marketing, and content marketing to improve their visibility and presence in the market. The secondary aim was to help other sports clubs in a similar situation to learn about the basics of marketing and social media.
The thesis started with an introduction of the sports culture in Finland and the commissioning company, PJK. It is followed by a theoretical framework, where the related terms are introduced. The specific terms were chosen by the author due to their relevancy in sports marketing. Most of the theoretical data was collected from scientific journals and books. The theoretical chapter is followed by an introduction of methodology and presentation of interviews, which were the primary method of data collection about the situation of PJK. In addition, the author used his own knowledge about the club. The data was then used for a SWOT-analysis.
In conclusion, the outcomes of the analysis were positive and there are many ways for the club to enhance their visibility. Most of the suggestions concluded from the analysis were about improving the identity, social media activity, collaboration, and sporting goals. Based on the results, Pirkkala Football Club has a great opportunity to solidify its position as a big brand.