Astro All Asia Networks is a Malaysia's leading cross-media group with relevance existence in DTH (Direct-To-Home) Tv set services, commercial radio and Tv set programming. The group includes of seven different set ups which includes MEASAT Broadcasting Network Systems (MBNS) or also known as Astro Television set, Astro Entertainment Network (AEN), Airtime Management & Television set Development Sdn Bhd (AMP) radio sites, Tayangan Unggul Sdn Bhd (TUSB), Astro Shaw Sdn Bhd, Measat Magazines Sdn Bhd and Digital Five Sdn Bhd. Astro is owned by Binariang Sdn. Bhd. with 85% talk about and the rest of the 15% is held by Khazanah Berhad. In this study, we will need MBNS as the primary organizational where sports activities marketing is based on this framework. MBNS was set up in 1996 with 22 stations broadcasted on air. Today, MBNS broadcasts more than 125 pay-TV stations and functions to more than 2. 93 million homes including Malaysian Tv set homeowners, rural and metropolitan. Through the entire technology progression, the group has paved its ground breaking roadmap from Standard Meaning (SD) to B. yond having High Definition (HD) broadcast to Malaysia through Astro B. yond. Up till now, Astro Tv set has its own 12 HD stations on its program.
This study is conducted to recognize the factors of successful sport's marketing strategies in pay Television set industry in Malaysia which is entirely managed by Astro MEASAT Broadcast Network Systems Sdn Bhd. Astro is a leading pay TV without major competition in this industry for over 10 years is providing its high quality sport's offer in broadcasting the world's best sports activities on air. The exclusivity of Astro in demonstrating the world's best activities is becoming its major success in up-selling the sports activities package deal. Since Astro is displayed as a global business environment where the majority of the items are taken internationally and disseminate in Asia, how well the company can do profit and improve humanity can be the most crucial dimension to look at through deeper understand in consumers' personal preferences and income level (Truck R. Hardwood, Dennis A. Pitta, Frank J. Franzak, 2008). Astro sports marketing team is currently trying to adapt to local consumer buying behavior and needs that are influenced by the differences in ethnic norms. This analysis later will determine how it can be one of the critical indicators taken into consideration to guarantee the success of activities marketing program strategies.
According to Vivienne Shaw (2000) is her research on successful marketing strategies of German companies in the UK, she had see that strategic goals and concentration, customer targets, competition goals and competitive benefits, and relationship of marketing combine play a major role to have success. Besides aiming to discover the relationship between customer marketing strategies implementation, it is also will determine the feedbacks from pleasing its current 1. 53 million sport's program subscribers through the execution of activities ground occasions and corporate communal responsibility. However, the ultimate objective of activities marketing is to accomplish 1. 8 million members and increase average earnings per user (ARPU) still hasn't reached yet. Therefore, in this research, we will also find ways about how Astro can perform its focus on either by peer impact and freedom of choice in choosing the most updating athletics content. As the athletics pack is the priciest pack among all packages available, the huge benefits that clients will gain from paying the fees to view the best in the globe activities will be determined throughout the research.
Ideal method of pursuit the marketing strategies are important to get the center of sports offer subscribers. On the list of all content packages offered by Astro including the basic pack, activities bundle is the most expensive of most. To wthhold the customers from reverting to original load up combo by withdrawing the sports offer in Astro packs can be considered a major problem face by the organization as consumers want the best value for each and every cent paid to view the best world's sports on air. Therefore, Astro must give the best value and sport articles available that worthy of paying by consumers. Another problem confronted is to ensure exclusivity of Astro sports activities pack from other opponents in broadcasting industry such as RTM and Television set3. Matching to Simon (1992, p. 6), he stated that organisations must be able to control the integration of market and technology as similarly driving forces. Along with the technology advancement, sports load up can be built-into incredible pack that competitors does not have such as observing sports game in hi-def (HD) rather than standard classification (SD).
The inside factors that influence the successful of activities marketing program are been questioned on the amount of its performance. Major troubles for managers regarding to Eleri R. Thorpe and Robert E. Morgan (2007) are how manager point the efforts of talented employees in given time frame and exactly how manager warrant that aims quest of intended marketing strategy is clearly comprehended by employees. As consumers not only excited for the international sports team, additionally it is another disadvantage because Astro needs to fulfil the neighborhood consumers' flavour by broadcasting local game on air in the sports package.
Different consumer has their own perceptions towards the necessity of subscribing to the Astro activities deal. Through segmenting customers into geographic, demographic, psychographic and behavioural characteristics, it helps to identify potential market for up providing the sports load up. Relating to Helen Reijonen and Tommi Laukkanen (2009), the advancement in information systems had enable corporations to gather more and in-depth information about their customers and make it useful for strategic business purpose. Besides that, through consumers' socialization, it is also will affect the popularity of sports offer no matter gender and culture. In research conducted by Luiz Moutinhon and Pedro Dion±sio and Carmo Leal (2008) along the way of socialization is seen as a deliberated work of identity construction - the neophyte member commences to deliberately adopt mannerisms, behaviour, and styles of dress, speech, and behavior that he / she perceives to be quality of established people. Consumers will be affected with the brand image of Television broadcaster to allow them to decide whether to subscribe or not with the pack. Peter Drinkwater and Make Uncles (2007) examined the impact of program brands on consumer assessments of tv and radio broadcaster brands and turn out with finding explained a successful program on a specific TV/radio station, individuals are likely to enhance their perceptions of quality of the broadcaster. That is, the broadcaster brand image is likely to be enhanced.
Sports package offered by Astro happens to be the premium pack that offers the best sports on the planet. Thus, all the activities fans in Malaysia depending on level of income who don't want to overlooked the live game broadcasted in sports activities route will definitely subscribes to the activities package. Corresponding to Luiz Moutinhon and Pedro Dion±sio and Carmo Leal (2008), in sports activities have always constituted an essential component of free time occupation Television in modern-day societies and in Europe, broadcasting and live attendance of sport games join together every year millions of supporters. The 2006 World Cup was observed in 154 countries by a complete of 354, 000 of million spectators. This demonstrated that the athletics game broadcasted in Television has its own superiority to catch the attention of more viewers a subscription to Astro sports pack.
However, to wthhold the customer commitment from withdrawing the sports pack, the key of ground situations and corporate public responsibility needs to be achieved. In analysis done by Anne-Marie Hede reviewed how special events, such as sporting, cultural, political, historical, spiritual or commercial/business happenings, provide opportunities for attendees to have memorable experiences neighborhoods to build social capital and then for governments to induce new income into their economies though increased travel and leisure and business activities. She also point out that large occasions including the Olympic Game titles can personalize product features and develop offering techniques designed to local customs and ethnicities.
Marketing strategies is the most crucial principle that needs to be determined to accommodate marketplace. With appropriate marketing mixture 4P's including product, price, place and promotion adapted; it can help to ensure success for athletics marketing in pay TV industry. In research conducted by Anthony R. Bennet (1997), he stated that whenever organizations apply the marketing combine principle to advertise making, targeting the client, it'll involves supplying value in relation to quality, affordability, stability, product performance, cost efficiency, fitness for purpose and so on. Drinking water Wymer (2011) in his research Growing More Effective Friendly Marketing Strategies explained that social marketers have tended to limit their selection of set of sociable marketing strategies to various applications of 4P's aiming to change individual behaviour and attitudes.
However, some barriers may arise that caused marketing strategy to fails. Another research conducted by Drinking water Wymer (et. al) if the sociable marketing strategy does not remove an environmental hurdle, the communal marketing program's effectiveness will be lessened. With regards to this, Anthony R. Bennet (et. al) came out with a studies that channeling an organizational resources in to the provision of products and services, it is argues that such strategic focus, with respect to the organization concerned, will ultimately achieve the goals lay out.
Organizational marketing activities will be affected through publicity and helps to boost brand image. Relating to Harlam E. vSpotts and Marc G. Weinberger, both communications activities might play a central role in expanding and shaping the organization brand.
BENEFIT AND CAUSE-RELATED MARKETING EFFECTS
The first question that always lingers in customer's brain is whether the money they are paying is worth the worthiness they obtain when subscribing to the superior sports load up. In research conducted by Rob Docters, Raul Katz, Jerry Bernstein and Bert Schefer (2010), customers must first find out about the merchandise and service, use and appreciate the worthiness and last but not least reassessment the value and benefits they gained. This research also arrived with results that familiarity of products will lead to use and satisfaction of product and service. Besides that, through excitement of usage, it'll causes higher power and satisfaction.
Astro athletics marketing team are also able to make customers to feel the pleasure watching their favorite sports, preferred team and sports player. In addition to that, it seems that viewers are affecting themselves directly using their favourite sports. Corresponding to Fadza Rasul, 24, from Ampang, as a diehard enthusiast of Manchester United and also Astro sport's load up subscriber's, when the adrenaline rushes through his veins while watching his favorite team playing on Television set live, it'll give him the best sense ever in particular when his preferred team won the overall game. This kind of feeling will give him the satisfaction that he ever wanted.
Lastly, both subscribers and the activities marketing team are said to gain the psychological benefit because they are mutually good for one another. In human nature, the main factor how they form a romantic relationship is on how the assistance are highly relevant to the users' lifestyle. From your subscribers' perspective, as a activities fan, they'll obtain the contentment by watching their preferred game live and enjoy it at home without the interruption. They pay for it, and they should get benefits from it. They'll feel the sense of camaraderie when the business able to compensate them and make they feel owed. As for example, when Astro organize the football looking at party to praise their loyal customers, those who find themselves lucky will get the chance to watch the game at the private area, where foods and beverages are being offered for free, and in addition they will stand a chance to win high quality merchandises and also discount and rebate for his or her monthly subscription fee. By this mean, Astro also will have the sense of owed when they know they have their own loyal customers who never neglect to give support to them, and interconnected as people, places, memorable experiences and brand personality.